MAM
Huggies dries to the occasion as Geelu Monster takes on toddler wetness
MUMBAI: Parents have battled monsters under the bed now Huggies wants them to meet the one inside the nappy. In its latest campaign, the baby care brand has introduced the mischievous ‘Geelu Monster’, a cheeky character created to expose a discomfort most parents don’t realise lurks beneath the surface: the long seconds a baby’s skin stays wet before a diaper absorbs fully.
Huggies, from Kimberly-Clark, has wrapped this problem in an imaginative, sprawling narrative that brings both clarity and character to a functional claim it wants to land with impact that it is India’s Fastest Absorbing Diaper, designed to keep babies dry by absorbing wetness in just 9 seconds.
The idea didn’t spring from a boardroom brainstorm but from real-world consumer immersions. During conversations with mothers, one unexpected revelation repeatedly surfaced: many believed their existing diapers were doing the job well enough, unaware of how much prolonged dampness their babies actually experienced. That invisible discomfort became the spark behind the Geelu Monster, a personification of the unwanted, unseen wetness that clings to a child’s skin before slow absorption catches up.
By turning moisture into a mischief-maker, the campaign dramatises a real category pain point with a dose of humour. In the narrative, Huggies’ fast absorption becomes the hero that defeats the Geelu Monster almost instantly, keeping a baby’s skin dry before irritation and unease can even begin to form.
To drive the message home, the brand has built the campaign around one crisp, repeatable promise: “Absorbs in 9 seconds.” During testing, this simple line registered strongly with mothers, proving easy to remember, quote, and even pass along exactly the kind of retention the category thrives on.
Kimberly-Clark India marketing director Shweta Vi says the campaign’s charm is only the gateway to something larger. “The Geelu Monster is more than just a fun creative idea, it’s a powerful way to connect emotionally with parents and highlight a very real issue babies face. By turning an invisible discomfort into a visible story, we’re helping moms see how quickly and effectively Huggies keeps their little ones dry. The campaign is designed to be both engaging and insightful, and reflects our ongoing commitment to bring innovation and empathy into every Huggies experience.”
The rollout is as widespread as the monster is mischievous. The campaign spans television, digital, and social media, supported by influencer collaborations and on-ground activations that literally bring the Geelu Monster to life for parents across India. By stitching together relatability, science-backed claims, and a bit of impish storytelling, Huggies is attempting to recast diaper talk from functional necessity to memorable narrative.
With India’s diaper market fiercely competitive and brands jostling for attention in a category heavily driven by trust and performance, the Geelu Monster arrives as a creature with a purpose: to remind parents that even a few unnoticed seconds of wetness matter and that the quickest fix may just be the one with the liveliest campaign.
Brands
Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board
Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.
Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.
“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.
The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.
Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.
The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.
MAM
Meta appoints Anuvrat Rao as APAC head of commerce partnerships
At Locofy.ai, Rao helped convert a three-year free beta into a paid engine, clocking 1,000 subscribers and 15 enterprise clients within ten days of launch in September 2024. The low-code startup, backed by Accel and top tech founders, is famed for turning designs into production-ready code using proprietary large design models.
Before that, Rao founded generative AI venture 1Bstories, which was acquired by creative AI platform Laetro in mid-2024, where he briefly served as managing director for APAC. Alongside operating roles, he has been an active investor and advisor since 2020, backing startups such as BotMD, Muxy, Creator plus, Intellect, Sealed and CricFlex through a creator-economy-led thesis.
Rao spent over eight years at Google, holding senior partnership roles across search, assistant, chrome, web and YouTube in APAC, and earlier cut his teeth in strategy consulting at OC&C in London and investment finance at W. P. Carey in Europe and the US.
Brands
Brnd.me enters Europe as haircare brands power global expansion
Bengaluru: Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.
The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.
The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.
Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.
To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.
Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.
Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.
The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.
The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.
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