ITV

Category: Marketing

  • Greaves Cotton shifts gears with Parag Satpute as group CEO

    Greaves Cotton shifts gears with Parag Satpute as group CEO

    MUMBAI: Greaves Cotton Ltd has turned a fresh chapter in its storied 165-year history, appointing Parag Satpute as group CEO and managing director. Satpute, a seasoned leader with a career spanning over three decades, steps into the driver’s seat of the engineering powerhouse, renowned for its pivotal role in powering India’s growth story across agriculture, transportation, and infrastructure.

    Under Satpute’s stewardship, Greaves Cotton is set for a transformation — evolving beyond its roots to become a fuel-agnostic mobility solutions provider. With a portfolio that spans diesel, petrol, CNG/LPG, electric, and even hydrogen-powered engines, the company is charging towards its vision of “Empowering Lives,” aiming to touch a billion lives by 2030.

    Satpute’s credentials speak for themselves. His leadership stints at Bridgestone and Sandvik have honed his expertise in change management and strategy, making him a perfect fit to lead Greaves Cotton through this next phase of growth. From leading Bridgestone Mobility Solutions in Amsterdam to overseeing Sandvik’s India operations, Satpute has a proven track record of steering industry giants through transformative journeys.

    As he steps up at Greaves Cotton, Satpute aims to build a digitally integrated ecosystem that connects consumers, business partners, and service providers across the mobility and power generation value chain — setting the stage for a new era of sustainable, inclusive growth.

  • A century of sweetness as Hershey’s syrup hits the hundred mark

    A century of sweetness as Hershey’s syrup hits the hundred mark

    MUMBAI: It’s not every day a kitchen staple hits a century and does it with this much flair. As Hershey’s Syrup gears up to celebrate its 100th birthday in 2026, Hershey India is whisking up a full-year celebration that’s more indulgent than a triple-chocolate sundae.

    Titled Pour a Little Magic With Hershey’s Syrup, the campaign is a gooey blend of nostalgia, creativity and community love headlined by longtime brand ambassador and culinary charmer chef Ranveer Brar. The festivities kicked off with a teaser that had Brar’s fans seeing the number “100” pop up in oddly sweet places, sparking curiosity like a mystery mousse.

    The syrupy surprise was soon revealed: a centenary celebration that invites consumers to join the fun by submitting their coolest, quirkiest summer recipes using the iconic chocolate syrup. Milkshakes, popsicles, desserts, you name it top 100 entries win a limited-edition recipe book co-created (and signed) by chef Brar himself, plus a chance to be featured on Hershey’s official Instagram page.

    Hershey India is going full swirl with the commemorative fun, launching a digital-first campaign, a 100-year promo pack, and in-store activations to sweeten the deal. And if that’s not enough, there’s more cooking in the second half of the year expect more sugar-fuelled activities aimed at fans with a sweet tooth and a creative streak.

    Commenting on the campaign Hershey India & APAC, marketing director, Kamy Devaguptapu said, “As we celebrate 100 years of Hersey’s Syrup, we are reminded of the countless moments of joy and creativity the brand has inspired across the world. This campaign is a tribute to our loyal consumers who have made Hersey’s Syrup a beloved part of their lives.”

    Chef Ranveer Brar said, “Hershey’s Syrup is more than just an ingredient, it’s been part of countless memories and sweet moments in kitchens across the country. This campaign is a wonderful opportunity to showcase people’s culinary creativity by reimagining summer with Hersey’s Syrup. We invite you to share your unique recipes and inspire others with the magic of Hersey’s Syrup.”

    As the syrup turns 100, it seems the recipe is simple, one part nostalgia, one part innovation, and a generous pour of magic. Ready, set, swirl.

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  • Mutual funds and asset allocation: Finding the perfect balance for maximum returns

    Mutual funds and asset allocation: Finding the perfect balance for maximum returns

    When investing, finding the perfect balance between risk and reward is important for long-term wealth creation. Mutual funds are a powerful financial product for investors seeking to optimise their portfolios through strategic asset allocation.

    To optimise investments, you need to learn how mutual fund asset allocation works and position yourself to achieve maximum returns while mitigating risk effectively.

    Mutual funds and asset allocation 
    Mutual funds and asset allocation share a symbiotic relationship, as mutual funds provide an easy way to implement an asset allocation strategy by diversifying investments across various asset classes. This makes them valuable if you do not have the expertise, time, or resources to build and manage a diversified portfolio.

    Advantages of mutual funds for asset allocation 
    To attain balance and maximise returns through asset allocation, you need to understand the benefits of mutual funds for asset allocation.

    •    Diversification 
    Mutual funds have the advantage of built-in diversification. A mutual fund contains multiple individual securities, providing inherent diversification. For instance, an equity mutual fund can help diversify across different industries, sectors, and capitalisations. This diversification reduces the effect of a poor-performing investment within the fund.

    •    Professional management 
    Mutual funds are handled by experienced professionals who make choices regarding the purchase, retention, and selling of securities. These managers possess deep knowledge of market analysis, economic projections, and mitigating risks, enabling you to reap the benefits from their expertise without requiring these abilities.

    •    Accessibility and affordability 
    Mutual funds have minimum investment requirements, making them available to a wide variety of investors. The affordability makes it possible for you to create a diversified portfolio even with small amounts of capital.

    •    Flexibility 
    Mutual funds offer investment options across different categories, such as equity funds, debt funds, balanced funds, and index funds, each with a distinct risk-return profile. They allow you to customise asset allocation according to your financial goals and risk tolerance.

    How to choose the perfect mutual funds for an asset allocation plan? 
    Finding the ideal mutual funds is key to the success of your asset allocation plan. The best mutual funds for your portfolio depend on many factors. A few include:

    •    Investment objectives: Align funds with your investment goals, such as growth, income, or preservation of capital.

    •    Risk tolerance: Select funds whose risk profiles match your tolerance for market volatility.

    •    Time horizon: Consider your investment horizon, as time tends to influence the correct asset mix.

    •    Expense ratios: Lower costs can have a significant impact on your net returns over time.

    •    Historical performance: Though past performance does not assure future outcomes, it provides insight into a fund’s consistency and management skills.

    Asset allocation calculator 
    An asset allocation calculator could help you determine the ideal combination of assets for your investment portfolio. The calculators consider your age, risk tolerance, and time horizon before suggesting an appropriate mix across different asset classes. It provides recommendations while  
    helping you balance risks and returns.

    Conclusion 
    Asset allocation in mutual funds allows you to take advantage of diversification, management, liquidity, and flexibility. After selecting funds that match your investment goals and utilising tools like asset allocation calculators, you can build a balanced portfolio that maximises rewards while minimising risks.

    Mutual funds provide you with the structure and discipline needed to navigate market volatility and achieve long-term success, making them an ideal choice for every type of investor. 
     

  • Skin deep secrets reveal India needs more than foreign fixes

    Skin deep secrets reveal India needs more than foreign fixes

    MUMBAI: Turns out, Indian skin isn’t just a vibe, it’s a science. And no, that imported miracle cream may not know what it’s dealing with. In a fresh move that puts the focus (and the microscope) on local skin needs, ITC Dermafique has launched the Dermafique Indian Skin Knowledge Centre (DISKC), a first-of-its-kind initiative to decode the DNA of desi skin. And it’s not just skin-deep. Backed by the Dermafique Indian Skin Health Report, created with Kantar and top dermatologists, the campaign spills the serum on what truly sets Indian skin apart and why your skincare routine might need a rethink.

    Among the glow-getting revelations? Indian skin has more melanin, larger pores, stronger collagen, and a weaker moisture barrier making it a unique cocktail that doesn’t quite play well with one-size-fits-all solutions from abroad. For instance, pigmentation not wrinkles is our early sign of ageing. And while sunburns are rare, 81 per cent of Indian women battle tanning far more frequently.

    One insight that’s pore-raising? Indian skin reportedly has four times larger pore size and five times the pore density of Chinese skin. Yet only 7 per cent of respondents saw it as a concern meaning there’s a serious knowledge gap between what’s visible and what’s understood.

    The report also sheds light on common concerns like dryness, under-eye flakiness, and acne. A staggering 94 per cent of women aged 20–25 are still battling breakouts, proving acne isn’t just a teenage trauma. And despite diligent moisturising, 87 per cent report under-eye dryness, likely due to a weaker skin barrier and low natural moisturising factors.

    ITC Limited divisional chief executive personal care products business Sameer Satpathy states, “Indian skin is unique and requires customized solutions. With the launch of the Dermafique Indian Skin Knowledge Centre, we are committed to fostering awareness and education on the distinct characteristics of Indian skin. Building on this initiative, the ITC Dermafique Indian Skin Health Report offers insights from Indian consumers, that highlight the need for skincare solutions specifically designed for Indian skin. Our new digital infomercials help consumers to understand the uniqueness of Indian Skin, and highlight Dermafique’s expertise in providing solutions that are designed for and dermatologist tested on Indian skin.”

    Internationally celebrated cosmetic dermatologist Jaishree Sharad adds, “The Indian consumer is not only more informed today but also deeply invested in understanding the unique needs of their skin. It is vital to recognize the distinct nature of Indian skin, as it presents specific challenges and requirements that are often overlooked in global skincare narratives. The Dermafique Indian Skin Health Report is a great step to bring to light these crucial insights, offering a science-backed perspective on the unique characteristics of Indian skin. Raising awareness about these differences is not just important, it is essential. The Institute marks a significant step towards better understanding the diverse skincare needs of Indian consumers and offers solutions to address the specific challenges they face, empowering them to make more informed, effective choices in their skincare routines.”

    To make the science sing, Dermafique has launched a series of digital infomercials demystifying key concerns from pigmentation and tanning to pore care and hydration paired with targeted products designed for Indian skin. There’s even an AI-powered Smart Skin Advisor to help decode your own dermis in a few clicks.

    With over 800 women surveyed across four metro cities, the Dermafique report doesn’t just scratch the surface. It reveals that Indian skin needs and deserves skincare that’s rooted in local insight, not just global trends.

    And if the Skindian Dot (yes, that’s a thing) is anything to go by, the future of Indian skincare is looking smooth, bright, and gloriously homegrown.

  • Bumrah’s got baggage as uppercase investment takes off

    Bumrah’s got baggage as uppercase investment takes off

    MUMBAI: Turns out Jasprit Bumrah isn’t just bowling over batsmen, he’s now bagging business deals too. The ace pacer has stashed more than travel gear in his suitcase this season, revealing his investor role in sustainable luggage brand Uppercase but not before forgetting (almost) to tell his wife, Sanjana.

    In a cheeky break from boardroom-style announcements, the brand unzipped the news with a five-part digital campaign titled Batana Bhool Gaya (roughly, “Oops, I forgot to mention”), where Bumrah’s forgetfulness sparks a series of comically awkward exchanges at home. The punchline? Sanjana knew all along and in true plot-twist fashion, was the one who nudged him towards investing in the brand in the first place.

    The series cleverly balances playful domestic banter with uppercase’s core pillars durability, sustainability, thoughtful design, and its Made in India ethos while letting fans in on the real chemistry between cricket’s golden couple. Bumrah, exclusively repped by Rise Worldwide, shifts from ambassador to stakeholder in what might be the most charming investor reveal to date.

    Talking about the new partnership, Uppercase MD & founder Sudip Ghose said, “While Jasprit has been a valued part of our journey so far, I’m equally delighted to welcome Sanjana to the uppercase family. With luggage being such a personal and family-driven category, having both of them onboard brings a unique and balanced perspective. Their combined inputs will be instrumental in shaping the next chapter of uppercase.”

    Uppercase head of marketing Ramya Ramachandran shared her thoughts on the key aspects of the campaign, “With this campaign, we wanted to go beyond a standard investor announcement. When someone like Jasprit transitions from brand ambassador to investor, it’s not just a business decision it’s a powerful statement of trust, belief, and long-term commitment. Rather than make a transactional announcement, we chose to tell a story one that’s engaging, relatable, and rooted in authenticity.”

    She further added, “That’s how ‘Batana Bhool Gaya’ was born. The five-part digital series brings out the playful chemistry between Jasprit and Sanjana, which their fans love, while also giving viewers an inside look into what makes uppercase unique, which is our focus on sustainability, thoughtful design, and functionality. We believe stories like these leave a more lasting impression than any announcement ever could.”.

    “I’ve always believed in making intentional choices whether in cricket or life. uppercase stood out to me not just for their products, but as a brand with a purpose. Both Sanjana & I are proud to champion this Made-In-India brand,” said Jasprit Bumrah, who is now both investor and brand ambassador for Uppercase.

    On this new partnership with Uppercase, Sanjana Ganesan said, “I am really happy to be a part of the uppercase family. It’s a brand that stands for its focus on sustainability,  clever design, and proudly Made in India roots. I’m looking forward to shaping ideas that make travel smarter, easier, and more relevant for today’s generation of travellers.”

    As the campaign rolls out across platforms and retail touchpoints, this isn’t just another cricketer-backed brand deal. It’s a refreshing love letter to sustainability, storytelling, and the occasional selective memory proof that sometimes, forgetting to share good news can lead to even better stories.

  • Cone of gratitude as Dairy Day delivers a May Day scoop of kindness

    Cone of gratitude as Dairy Day delivers a May Day scoop of kindness

    MUMBAI: Forget flowers or fancy speeches, this May Day, gratitude came wrapped in a waffle cone. Dairy Day, the South and West India ice cream favourite, dished out scoops of sweetness with a side of sentiment in a campaign that melted hearts across Bengaluru.

    As workers were celebrated nationwide on 1st May, Dairy Day decided to spotlight the everyday heroes of modern urban life delivery partners. With every Blinkit order in Bengaluru that day, customers received a surprise free ice cream… but with a twist. The idea wasn’t just to indulge yourself, but to pass the cone and the kindness on to the person at your doorstep.

    In short: “Here’s a little joy. Why not share it with the one who brought it to you?”

    The move struck a delicious chord. Thousands of Bengaluru residents were nudged to pause their day, thank their delivery partner, and quite literally hand over a cool token of appreciation. It was a sweet reminder that behind every 10-minute delivery is someone racing through traffic, braving heat or rain, to make our lives that bit easier.

    For Dairy Day, this wasn’t a one-off sugar rush. The brand has been building its identity around the idea of “Goodness” for over two decades believing in small, everyday moments of care that make life better. And this latest activation hit that note perfectly: thoughtful, tangible, and effortlessly shareable.

    “At Dairy Day, Goodness is a way of life that is deeply embedded in everything that we do, every single day. As a brand that believes in creating everyday moments of joy, we see this campaign as not just being about ice cream, but about spreading some goodness around us. A simple thank you, delivered in the form of a sweet treat- that’s the kind of world we want to help build.” said Dairy Day Ice Creams vice president for Marketing Arvind Ramachandran.

    In a city that rarely slows down, Dairy Day’s May Day moment was a scoop of calm in the chaos proof that sometimes, the simplest gestures (and the sweetest) leave the most lasting impressions.

  • Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt

    Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt

    MUMBAI: Just when you thought the drama in Pushpa 2 couldn’t get any more intense, a mysterious damp patch crept across the screen and no, it wasn’t part of the plot. It was Dr. Fixit, Pidilite’s waterproofing ace, gatecrashing the action with a bold ‘Pause & Play’ move that had viewers doing a double take.

    During the World TV Premiere of Pushpa 2 on JioStar’s South network channels including Star Maa, Star Vijay, Colors Kannada and Asianet audiences were momentarily “interrupted” by an on-screen seepage effect. Right as viewers braced for a twist in the film, the screen bled dampness… only to seamlessly transition into a Dr. Fixit ad reminding us all that when seepage strikes, only one fixer gets the job done.

    The creative disruption wasn’t just a gimmick, it was a scene-stealing stunt timed to perfection. The idea: hijack the height of audience attention and turn a blink-and-you’ll-miss-it moment into a brand memory that sticks. And let’s be honest nothing says “waterproofing” like messing with your beloved Pushpa mid-punch.

    Speaking about the campaign, Pidilite Industries chief marketing officer Sandeep Tanwani said, “The Pause & Play integration during the World TV Premiere of Pushpa 2 on JioStarnetwork is a bold step in contextual storytelling. By simulating seepage on screen before transitioning to our Dr. Fixit advertisement, we delivered our brand messaging with high impact, at a time when viewer engagement was at its peak.”

    JioStar head of revenue for entertainment & international Ajit Varghese said, “Pushpa 2’s premiere presented a unique cultural flashpoint—and with it, a chance to reframe the rules of brand storytelling on linear TV. The ‘Pause & Play’ innovation wasn’t just a creative breakthrough; it was a strategic intervention designed to convert passive viewership into active brand engagement. At JioStar, our focus is on building media moments that deliver outsized impact for brands by integrating them meaningfully into high-attention cultural events. This campaign with Dr. Fixit is a blueprint for how entertainment and advertising can converge to drive recall, relevance, and results at scale.”

    In a world where linear TV is often dismissed as static, this activation proved otherwise. It reimagined the medium as a reactive, real-time storytelling canvas and proved that even an old-school screen can deliver next-gen engagement.

    With Pushpa already being a cultural juggernaut, Dr. Fixit cleverly hitched a ride and made its mark without needing to shout. Who knew waterproofing could steal the spotlight during one of India’s most anticipated premieres?

  • Plant one on mum as Ugaoo digs into Mother’s Day with a twist

    Plant one on mum as Ugaoo digs into Mother’s Day with a twist

    MUMBAI: Forget flowers and chocolates this Mother’s Day, Ugaoo is going off the beaten path and straight into your living room with leafy love and a lot of laughs. The brand’s new campaign, Moms In All Forms, is a charming shout-out to the many flavours of modern motherhood equal parts heartfelt and hilariously on point.

    With a brand film that opens with the cheeky question, “What even is a mom today?”, Ugaoo flips the script on tired tropes. The answer? She could be anyone your therapist-friend, your elder sister, your chaos-managing auntie, or your boss-turned-mentor who always brings tissues to meetings. And what do all these mum energies deserve? A thriving plant, of course just like they help you thrive.

    The campaign features a delightful bouquet of characters, from Jia the Zen plant mom to Ishi the emergency-contact bestie, and Sheela, the OG no-nonsense mum who swears by neem oil. Each one is paired with a perfectly symbolic plant pod, now available for lightning-fast 10-minute delivery via Blinkit, Zepto and Instamart. Quick commerce just got a dose of green goodness and emotional intelligence.

    “Motherhood today is layered, dynamic and beyond biology,” says Ugaoo founder Siddhant Bhalinge. “With Moms In All Forms, we wanted to move past traditional, emotional tropes and spotlight the many ways women nurture, guide, and uplift us. Our partnership with quick commerce platforms makes this appreciation instant and impactful.”

    This isn’t just a gifting gimmick, it’s Ugaoo positioning itself as more than just a plant company. With Moms In All Forms, it plants its flag in the fertile space where culture, content, and commerce intersect. A lush little tribute to the mums (and mum-types) who make life bloom.

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  • Seoul searching as FOY brings Korea’s cult skincare straight to India

    Seoul searching as FOY brings Korea’s cult skincare straight to India

    MUMBAI: If your skincare shelf feels more like a graveyard of half-used promises, FOY might just be your skin’s soulmate. The experiential K-beauty discovery platform has kicked off its Korea campaign with a bang and a serum or two bringing India a curated treasure trove of Korean skincare that’s less about hype and more about what works. Think ingredient-led products handpicked for Indian skin, from humid-heat hydration heroes to barrier-boosting repair serums.

    While K-beauty has been reshaping global beauty standards with snail mucin, glass skin goals, and 10-step rituals, FOY (short for For Your Skin) cuts through the confusion with clever curation and smart tech. From AI-powered skin quizzes to an ever-evolving Global Store, FOY is on a mission to make skincare feel less like science class and more like self-care.

    The Korea curation features premium cleansers, toners, serums, and sunscreens from breakthrough brands like Haruharu Wonder, Mary & May, Wha’Yunsul, Revcall, One Thing, Cosrx, Tfit, Hyaah, Nine Less, Hince and more delivered to Indian doorsteps before they become the next viral obsession.

    “K-beauty is setting the pace for global beauty innovation, and Indian consumers are seeking more than just trends they’re demanding the best,” said FOY founder Bhavika Kothari. “At FOY, we’ve carved a niche by bringing the finest, most effective Korean skincare directly to India, curated with an understanding of Indian skin needs. Our Korea Campaign marks just the beginning FOY is set to become the ultimate destination for all things K-beauty, where global innovation meets personalized beauty.”

    Whether you’re a dew-drop devotee or a toner sceptic, FOY’s Korea campaign reimagines the beauty browsing experience: no fluff, no fads, just a glow-up that gets you.

  • Blum’s the word as furniture fails get a funny fix on screen

    Blum’s the word as furniture fails get a funny fix on screen

    MUMBAI: When furniture starts groaning louder than your Monday blues, it’s time to check what’s ticking or rather, sticking behind those sleek surfaces. Blum India’s latest ad campaign takes a delightfully droll route to spotlight the unsung heroes of furniture design: the fittings. Yes, those tiny hinges and drawer runners you never think about until they squeak, jam or downright revolt.

    With a trio of chuckle-worthy films, the Austrian fittings giant turns everyday domestic drama into relatable comedy. There’s the drawer that refuses to glide, the door that slams like a moody teenager, and the overhead cabinet that needs two hands, a prayer, and a balancing act to open. Each ad ends with a simple fix: Blum’s quietly brilliant engineering.

    From the feather-light glide of the Legrabox drawer system to the whisper-soft closure of Clip top Blumotion hinges, and the gravity-defying ease of the Aventos lift-up mechanism Blum’s fittings promise to make your furniture behave, beautifully and silently, for years.

    Explaining the need for the ad campaign, Blum India managing director Nadeem Patni said, “While our business primarily targets B2B customers, end consumers are at the heart of everything we do at Blum. We wanted a new campaign that could appeal to a broader audience, particularly everyday furniture users. While communicating about the convenience of using our fittings remained the central message, we were determined to put it across with a touch of humor.”

    National award-winning filmmaker Bauddhayan Mukherji, aka Buddy, expressed his excitement about the campaign, saying, “When Nadeem and Neelam from Blum India suggested the humor route, I was pleasantly surprised. It meant we needed a cracker of a campaign. This set of films for Blum are those rare ones where everything just falls in place. Hope the viewers love the films as much as we did while making them.”

    The humour-packed spots come courtesy of National Award-winning filmmaker Bauddhayan Mukherji, aka Buddy, who called the collaboration one of those rare campaigns where “everything just falls into place” unlike most poorly-fitted cabinet doors.

    Catch the campaign on Blum India’s Youtube and Instagram, and the next time your drawer throws a tantrum, you’ll know exactly what not to blame: the carpenter.