ITV

Category: Marketing

  • Paridhi Bhatiya Moves On from Ogilvy, Joins Pepper Content as National Head – Content, Creative & Strategy

    Paridhi Bhatiya Moves On from Ogilvy, Joins Pepper Content as National Head – Content, Creative & Strategy

    Paridhi Bhatiya created and led Ogilvy’s Content Force for the last five years. She is stepping down from her role on 28th April 2025, marking the end of a powerful chapter and the beginning of an ambitious new one.Known for building high-performing digital teams and culture-first content ecosystems, Paridhi’s departure signals more than a transition—it signals a shift in how brands think about the future of storytelling.

    During her time at Ogilvy of nearly more than half a decade, Paridhi scaled a team of digital natives into strategic content architects, delivering some of the agency’s most awarded and culture-shaping campaigns. From creator-led narratives to trend-responsive IPs, her work consistently pushed the boundaries of how content could drive real business and cultural impact.

    She now joins Pepper as National Head – Content, Creative & Strategy, where she will drive the platform’s next phase of growth—bridging technology, creativity, and storytelling at scale.

    Anirudh Singla, CEO & Co-founder of Pepper Content, said:
    “Paridhi brings rare energy—part creator, part strategist, all heart. She has built scalable systems, visionary teams, and cultural relevance at scale. As we build for the future of content, we need leaders who don’t just move with it—but charge toward it. Paridhi is that force, and we’re thrilled to have her steer what comes next.”

    On joining Pepper, Paridhi shared:
    “Content isn’t just a medium anymore—it’s the marketplace, the movement, the moment. At Pepper, I want to build an ecosystem that isn’t siloed—where content, creativity, and strategy aren’t separate verticals, but one agile, living force. We’ll build systems and people that are multi-skilled, culturally tuned, and ready to lead, not follow. This isn’t just a new role—it’s a new mission.”

    About Paridhi Bhatiya:
    With 18 years of experience across digital storytelling, brand strategy, and culture-first content creation, Paridhi Bhatiya is a force in the Indian marketing and advertising landscape. She has led high-performing teams at some of the country’s most iconic agencies, most recently heading the Content Force at Ogilvy. Known for her ability to blend creative instinct with strategic thinking, she has shaped award-winning campaigns, built scalable content ecosystems, and nurtured next-gen talent.

    Paridhi also teaches digital and AI-led marketing, helping future professionals decode the ever-evolving content economy. Outside the boardroom, she’s an advanced scuba diver and runs a passion-led weekend baking kitchen—proof that creativity doesn’t clock out when the laptop shuts.

    She thrives at the intersection of insight, innovation, and influence—making her one of the sharpest minds leading the future of content in India today.

    One Liner:

    Paridhi Bhatiya is a content strategist, digital marketing educator, scuba diver, and weekend baker—building brands by day, baking dreams by night, and diving deep into both.
     

  • Anchor finds its North Star with Aimee Baruah in sparkling new campaigns

    Anchor finds its North Star with Aimee Baruah in sparkling new campaigns

    MUMBAI: In a move that’s all smiles and sparkle, Anchor Oral Care has announced acclaimed actor and cultural icon Aimee Baruah as its brand ambassador for the North East region. With this appointment, the leading Indian oral care brand is aiming to widen its grin across the region, already a key market for the brand for decades.

    The new face of Anchor comes hand-in-hand with a refreshed marketing push that includes two culturally rooted campaigns Laal. Kamaal. Bemisaal. and Naye Zamane Ki Nayi Suraksha aimed at tapping into North East India’s strong preferences for natural, high-efficacy oral care products.

    Speaking on the development, Anchor Consumer Products director Karan Shah stated: “At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. North East is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Aimee Baruah marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across North East. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of North East consumers.”

    Anchor Consumer Products Creative Director Kunal Shah shared insights on the campaign’s vision: “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with North East consumers. Anchor Oral Care is more than just a product it’s about building trust and reinforcing the importance of holistic oral health.”

    The Laal. Kamaal. Bemisaal. campaign champions Anchor Red Toothpaste, a herbal formulation boasting 10 Ayurvedic benefits made with ingredients like Tulsi, Laung, and Pudina. From strengthening teeth to promoting gum health, it blends time-tested wisdom with refreshing taste.

    Meanwhile, Naye Zamane Ki Nayi Suraksha, also starring Baruah, positions Anchor as a forward-thinking, scientifically backed brand with a focus on vegetarian and globally certified oral care. The TVC centres on Anchor’s CalFlo formulation, designed to deliver stronger, whiter teeth with long-lasting protection tailor-made for today’s health-conscious families.

    Expressing her enthusiasm, Aimee Baruah said, “I am thrilled to collaborate with Anchor Oral Care, a brand synonymous with trust, innovation, and holistic oral health. Good oral hygiene is essential for overall well-being, and I truly believe in Anchor’s dedication to providing effective and modern solutions for families. I look forward to being part of this meaningful journey.”

    Anchor Consumer Products sr. vice president of sales Asit Roy of  emphasized the brand’s strengthened focus on North East: ” North East is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Aimee Baruah, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”

    Anchor Consumer Products, marketing head Sandeep Abbhi added, “Aimee Baruah is trusted, admired and culturally rooted personality in North East. Her strong credibility and connection with North East families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”

    Anchor’s expansion into the North East is underpinned by a strategic focus on natural ingredients, ethical production, and high-quality, effective solutions. With growing awareness around dental health and a clear consumer preference for holistic care, the brand’s combination of tradition and science looks poised to win smiles and market share.

  • Rupinder Sandhu Anand rises to lead APAC at Oki

    Rupinder Sandhu Anand rises to lead APAC at Oki

    MUMBAI: Rupinder Sandhu Anand has stepped into a larger arena. The chief executive officer of Oki India has been elevated to vice president, Asia-Pacific, while continuing in her current role — a move that signals the company’s intent to scale up across the region with strong leadership at the helm.

    In a recent post, Sandhu Anand expressed her appreciation for the team and clients who shaped Oki’s India journey, and said she’s looking forward to “more markets, more challenges, more opportunities.”

    With over 25 years of experience, she brings a proven track record of growing multi-million dollar businesses and building high-performance teams. Since taking charge of Oki India in 2014, she has helped the company expand its market share and deepen customer partnerships in the BFSI and payments space.

    Prior to Oki, she held leadership roles at Diebold and Computer Associates, and was instrumental in setting up managed services and delivering operational excellence across key markets.

    Now, with an expanded mandate across Asia-Pacific, Sandhu Anand is expected to steer Oki’s vision forward — driving innovation, customer engagement and sustainable growth across diverse geographies.

  • HUL completes Rs 2,706 crore acquisition of Uprising Science

    HUL completes Rs 2,706 crore acquisition of Uprising Science

    MUMBAI: Hindustan Unilever Ltd (HUL) has completed its acquisition of a 90.5 per cent stake in Uprising Science Pvt Ltd, with a cash consideration of Rs 2,706.45 crore.

    The consumer goods company finalised the deal after receiving approval from India’s competition watchdog in mid-March. HUL completed the transaction through a combination of primary cash infusion and secondary acquisition, as outlined in their January agreement.

    The Competition Commission of India had granted its approval on 17 March, clearing the way for HUL to proceed with its acquisition strategy. The regulatory clearance removed the final obstacle for the transaction, which was executed according to the share purchase and subscription agreement signed on 22nd January.

    Following this acquisition, Uprising Science and its subsidiaries have officially become part of the HUL corporate structure. The move signals HUL’s strategy to expand its portfolio beyond traditional consumer products into scientific ventures.

  • Lotus Chocolate turns up sweet results for FY ‘25

    Lotus Chocolate turns up sweet results for FY ‘25

    MUMBAI: Lotus Chocolate Co’s profits have soared, with the confectioner reporting a 240 per cent surge in annual profit to Rs 1,722.72 lakh for the financial year ended 31 March 2025. 

    The Hyderabad-based chocolate maker saw its revenue nearly treble to Rs 57,375.03 lakh, up from Rs 20,003.13 lakh in the previous year, according to the audited financial results approved by the company’s board on Monday.

    The firm’s earnings per share jumped to Rs 13.42 from Rs 3.84 in the previous fiscal year, giving investors plenty to cheer about. The results suggest Lotus’s recipe for growth is hitting the sweet spot with consumers across India.

    The company’s balance sheet reveals a substantial expansion in scale, with total assets ballooning to Rs 27,034.45 lakh from Rs 7,309.62 lakh. A significant portion of this growth appears in the company’s inventories, which jumped more than sevenfold to Rs 8,061.50 lakh, and trade receivables, which soared to Rs 13,308.49 lakh from Rs 2,689.51 lakh last year.

    The chocolate maker has been on an aggressive expansion drive, with borrowings surging to Rs 14,837.71 lakh from Rs 528.80 lakh. This debt-fuelled growth strategy appears to be working, with the company’s equity rising to Rs 5,953.27 lakh from Rs 4,245.35 lakh.

    The results incorporate the amalgamation of Soubhagya Confectionery Pvt Ltd, a wholly owned subsidiary that was merged with Lotus following approval from the National Company Law Tribunal in August 2024.

    The  final quarter results tell a different story. Despite Q4 revenue more than doubling to Rs 15,745.39 lakh compared to Rs 6,581.79 lakh in the same period last year, the company’s quarterly profit plummeted by 65 per cent to Rs 141.55 lakh from Rs 400.27 lakh.

    This stark contrast between revenue growth and profit decline in Q4 appears to be driven by several factors. Cost of materials consumed surged 152 per cent to Rs 13,124.71 lakh, while finance costs skyrocketed to Rs 299.62 lakh from Rs 22 lakh. The company also saw its other expenses double to Rs 1,082.85 lakh.

    Adding to the quarterly squeeze, Lotus faced a tax expense of Rs 51.12 lakh, compared to a tax benefit of Rs 251.25 lakh in the same quarter last year—a swing that further eroded the bottom line.

    Despite a dip in performance in the final quarter, the overall annual figures suggest Lotus Chocolate is successfully unwrapping new growth opportunities in India’s increasingly sweet-toothed market.

  • Streaming low for a higher cause Brookfield rewrites Earth Day playbook

    Streaming low for a higher cause Brookfield rewrites Earth Day playbook

    MUMBAI: Who says sustainability can’t stream with style? In a clever twist on Earth Day campaigning, Brookfield Properties has launched a purpose-led sustainability initiative titled ‘Powered by Purpose’, anchored around what it proudly calls “the least impactful video ever.”

    But don’t be fooled by the pixel count. The low-resolution digital film deliberately blurred and bare-bones isn’t a creative misstep, it’s a bold call to rethink our high-definition habits. With Earth Day 2025’s global theme “Our Planet. Our Power” as inspiration, the campaign nudges viewers to question the environmental cost of digital binging and embrace mindful streaming.

    “The video is symbolic and represents a much deeper commitment. The real impact lies in the work we do every day across our campuses, within our communities, and through our long-term focus on renewable energy and climate-positive development. Powered by Purpose reflects how we build, operate, and contribute to a more sustainable future” said Brookfield Properties in India Executive Vice President and Head of Marketing and Key Account Management Reema Kundnani.

    And the company’s boots-on-ground action speaks louder than even 4K video. As part of the six-week campaign, Brookfield will plant over 5,000 native trees in Bengaluru and Delhi-NCR, adding to the success of its earlier Forest of Hope project. That initiative, which saw more than 3,000 trees take root, is estimated to sequester 1,500 tonnes of CO₂ and produce 2,700 plus tonnes of oxygen annually.

    Brookfield’s green track record already includes some eye-catching numbers. 40 per cent of Delhi-NCR’s energy needs are now powered by renewable sources, thanks to the company’s Bikaner Solar Power Project. 1.5 million plus sq. ft. of green cover has been cultivated across Indian campuses. 20,000 plus metric tonnes of CO₂ eliminated annually, the equivalent of removing 4,300 cars from the road

    With an ambitious roadmap in place, the firm aims to power 100 per cent of its India portfolio with clean energy by 2027, and achieve net-zero emissions by 2040, if not earlier.

    This Earth Day, Brookfield is not just planting trees, it’s planting ideas. Through ‘Powered by Purpose’, the real estate giant hopes to drive a larger cultural shift toward sustainability, proving that even the smallest resolution can lead to a powerful ripple effect.
     

  • Harleen Bhatti hops onto Honasa Consumer

    Harleen Bhatti hops onto Honasa Consumer

    MUMBAI: Harleen Bhatti has taken the reins as vice president of direct-to-consumer operations at Honasa Consumer Ltd, parent company of Mamaearth, stepping into the role this April after a nine-month stint at Wellbeing Nutrition.

    The digital marketing maven brings impressive credentials from India’s consumer tech landscape, having previously served three years at The Good Glamm Group, where she built and led a 25-member team across D2C functions that directly impacted more than 60 per cent of the group’s revenue.

    “My North Star metric is focused on achieving a target LTV:CAC ratio and ensuring a profitable recurring P&L,” Bhatti noted about her approach to digital growth—a philosophy that has served her well across stints at several high-profile consumer brands.

    Before joining The Good Glamm Group, Bhatti spearheaded retention marketing at Lenskart.com, where she claimed to have generated a return on investment of 4x from customer relationship management channels. Her earlier career included roles at Cure.Fit’s Eat.fit division and Capillary Technologies.

    Bhatti’s appointment comes at a crucial time for Honasa, which has been expanding its brand portfolio beyond its flagship Mamaearth line. Her extensive experience in performance marketing, customer acquisition and retention strategies could prove vital as the company looks to strengthen its direct-to-consumer operations in an increasingly competitive beauty and personal care market.

    The digital growth specialist cut her teeth in strategy consulting at PricewaterhouseCoopers and investment banking at Copal Amba before finding her niche in consumer tech marketing. With her track record of driving profitability through data-driven customer engagement strategies, Honasa appears to be betting on Bhatti to help cash in on India’s booming D2C revolution

  • Cookie Pookie makes tiny threads count with fashion that’s kind and cute

    Cookie Pookie makes tiny threads count with fashion that’s kind and cute

    MUMBAI: In a delightful blend of cuteness and conscience, Cookie Pookie has officially toddled onto the kidswear scene armed with sustainable style for little ones aged 0 to 8. Designed with ultra-soft fabrics, fuss-free silhouettes, and planet-friendly processes, the brand is all about making childhood comfier and the future greener.

    “Cookie Pookie was born out of a personal need – as a parent, I struggled to find kidswear that was both cute and conscious,” said Cookie Pookie founder & CEO Vandana Jaglan. “We wanted to create a label that speaks to modern parents who value quality, sustainability, and comfort. Each piece is made with love and the intention to last because we believe in quality fashion even for our little ones.”

    With “Fashion that Cares” as its guiding motto, Cookie Pookie combines cheerful prints with compact-by-compact fabrics that are not just easy on the skin but also easy on the planet. The line-up includes onesies, rompers, coordinated sets, and tees all ethically crafted in Reach-compliant factories and packaged in recyclable, biodegradable materials.

    But this brand isn’t just green, it’s smart too. From Indian baby-friendly sizing to research-backed design choices, each stitch has been thoughtfully tailored. The silhouettes encourage movement, ensuring that toddlers can play, tumble, and twirl with ease. Even better? Many styles are gender-neutral, designed to be passed down and loved again.

    With its first collection out now, Cookie Pookie is poised to become every parent’s go-to for wardrobe essentials that are high on style, snug on skin, and soft on the planet. In a world of fast fashion, it’s a gentle reminder that little clothes can make a big difference.

  • Gold standard storytelling marks PNGS’s shimmering festive campaign

    Gold standard storytelling marks PNGS’s shimmering festive campaign

    MUMBAI: When it comes to gold, it’s not just about karats, it’s about characters. This Akshaya Tritiya, P N Gadgil & Sons (PNGS), one of India’s most cherished jewellery legacies, has launched its heartfelt campaign titled Festival of Golden Movements. The initiative wraps age-old tradition in a modern glow, turning gold from ornament into heirloom, and from fashion into feeling.

    Fronted by actor and brand ambassador Mithila Palkar, the campaign film unfolds like a reel of emotion. Set against a celebratory backdrop, it shows gold jewellery not merely being worn but treasured, passed on with warmth and pride. The tagline “You shine brighter when you’re wrapped in gold” is more than just poetic, it’s a reflection of PNGS’ philosophy that every piece of jewellery is a memory in metal.

    “Gold is never just a transaction, but a turning point,” said Aditya Modak. “Whether it is a bride’s first heirloom or a milestone gift, we see ourselves as jewellers and memory-makers. The campaign captures that emotion. It is about those fleeting seconds that live on through gold.”

    The spotlight is firmly on traditional heavyweight designs temple jewellery, intricate bangles, timeless mangalsutra crafted for legacy moments. At the same time, PNGS has smartly tuned into shifting consumer sensibilities. While families continue to invest in gold as tradition, younger audiences are gravitating towards lighter, aspirational piecejewellery that balances heritage with a hint of minimalism.

    This dual-track strategy has powered PNGS through a high-growth year, even as gold prices have surged 25–30 per cent. By staying close to customer sentiment and marrying tradition with trend, the brand has stayed not just relevant, but radiant.

    With 33 EOB outlets and a hybrid model that spans physical stores, video catalogues, WhatsApp-led personalisation, and digital gifting, PNGS is growing with thoughtful agility. The brand now aims to scale to 50+ showrooms by 2030, with particular focus on deepening its presence in North and South India.

    As Akshaya Tritiya ushers in a season of gold and good fortune, PNGS’ Festival of Golden Movements campaign offers a meaningful reminder: while styles change, sentiment doesn’t. And sometimes, the most lasting legacy fits in the palm of your hand woven in gold, wrapped in love.

  • KL Rahul ticks all the bold boxes in Police’s new watch collection

    KL Rahul ticks all the bold boxes in Police’s new watch collection

    MUMBAI: Time to turn heads KL Rahul is putting his signature style on your wrist with the launch of Police’s bold new Spring-Summer 2025 watch collection. Released on the cricketer’s birthday, the collection is a sartorial salute to individuality, fearless self-expression and most importantly audacity.

    Known for its edgy, statement-making designs, Police has long stood for those who dare to be different. Its latest drop leans even harder into that ethos with timepieces that blend industrial swagger and sleek sophistication, anchored in the “Audacity Wanted” concept. And who better to front that than Rahul, a style icon who’s never played it safe on or off the field?

    From see-through dials to gold-accented minimalism, the collection doesn’t shy away from drama. Take the Skeletor (Rs 25,995), a mechanical marvel with a matte olive dial, exposed mechanics, and an olive silicone strap that screams rebellion. It’s as comfortable as it is commanding.

    Or meet Surigao (Rs 24,995), the Swiss Army knife of style. With day, date, and 24-hour sub-dials nestled into a matte black sunray dial, it’s equal parts muscle and precision set in an ion-plated gold case that means business.

    If you like your statements loud and unapologetic, Shield (Rs 28,495) might be your match. A black transparent dial with gunmetal indexes sits inside a screw-styled case, complemented by a contrasting brown leather strap that feels both rugged and refined.

    Available at Helios, World of Titan, Lifestyle, Shoppers Stop and online, the watches offer something for every wrist that doesn’t want to blend in. Whether you’re owning the boardroom or the dance floor, Police’s latest drop ensures you’re on time and on point.