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Category: Marketing

  • Aaroha charts a new course with desi twist on modern leadership

    Aaroha charts a new course with desi twist on modern leadership

    MUMBAI: In an era where chaos is the new constant and ambiguity is a daily affair, a Hyderabad-based startup is turning eastward for answers to leadership. Aaroha, launched today, is on a mission to reshape leadership development in India through a human-centric lens rooted in Indian philosophy.

    Founded by Kalpana Sinha, Haritha Kandalla, and Ketaki Kadekar industry veterans with over 70 years of collective experience, Aaroha brings together wisdom from the Vedas with practical frameworks to help leaders navigate the volatile, uncertain, complex and ambiguous (VUCA) world and its newer cousin, BANI (brittle, anxious, non-linear, and incomprehensible).

    “Traditional leadership models tend to emphasize the individualistic leader, while Indian philosophy talks about a leader as someone who takes the collective along, and that is the need of the hour given the VUCA-BANI world we live in,” said Aaroha co-founder and managing partner Kalpana Sinha. “Our approach redefines a leader to harness their natural strengths of adaptability and flexibility and also embrace an other-in approach towards leadership, which can enable organizations to create sustainable growth, retain key talent and foster innovation in increasingly complex business environments.”

    Aaroha’s launch is backed by insights from its India Business Leaders Survey 2025, which drew responses from CXOs of both family-run and professionally managed firms more than half of which clock over 1 billion dollars in revenue. The top concern? Talent acquiring it, retaining it, and building a culture future-ready enough to keep it engaged.

    The report revealed that leaders are struggling with tech adoption, accountability, and driving change, even as business expectations evolve faster than annual budgets. The call for leadership that goes beyond KPIs and job descriptions is growing louder.

    Aaroha’s flagship offerings include leadership assessments, coaching, capability workshops, and organisational culture interventions. At the heart of it all is a proprietary framework that melds ancient Indian thought, think interdependence, self-awareness, dharma with modern tools for measurable business results.

    The firm also focuses on fostering intergenerational collaboration, empowering next-gen talent, and addressing attrition by making purpose and learning part of the everyday leadership experience.

    By tapping into India’s philosophical legacy and applying it to modern leadership challenges, Aaroha is scripting a new playbook, one that balances heart and hustle, vision and value. It’s not just about climbing the ladder anymore; it’s about knowing which one to lean on.

  • Ad veteran Joy Mohanty turns up the .Potntial with creative role

    Ad veteran Joy Mohanty turns up the .Potntial with creative role

    MUMBAI: Joy Mohanty has been elevated as executive creative director at global brand and experience design company .Potntial. He was  the creative director before this elevation. 

    The seasoned adman has  a bulging portfolio spanning more than three decades, having cut his teeth at FCB Ulka in 1993 before climbing the greasy pole at agencies including Leo Burnett, Contract, Capital Advertising (later Publicis Capital) and Lowe Lintas.

    Mohanty’s CV boasts some enviable coups, including spearheading efforts to snatch the coveted Thums Up account from a 25-year incumbent while at Lowe Lintas. He also launched Google Pay (Tez) in India and helped create work for Google Railwire that nabbed a Cannes finalist spot in 2019.

    His creative fingerprints can be found on campaigns for automotive giants Maruti Suzuki, where he orchestrated “one of India’s most disruptive car launch programs” for Swift. One of his creations—the “Kitna Deti Hai” campaign—has been immortalised by Brand Equity/Economic Times as among “the iconic ads that shaped Indian advertising.”

    With stints handling spirits (Pernod Ricard’s Absolut, Blenders Pride and Glenlivet), technology (Google and HP), tyres (Michelin and Apollo) and travel brands (Makemytrip and Spicejet), Mohanty has demonstrated versatility across categories.

    No stranger to creative accolades, he has bagged prestigious gongs including The One Show 2002 for Dabur Back-Aid and D&AD 2002 for Dabur Capsico, which he describes as “an early example of using disruptive packaging as an advertising medium.”

    His new home, .Potntial, positions itself at “the intersection of business, culture, design and tech,” targeting startups with global ambitions and legacy Indian firms seeking a pivot. The company aims to fill what it sees as “the gap between traditional branding methods and the evolving needs of new-age enterprises.”

    For a man who once ventured into entrepreneurship with film production company Lumiere Films back in 1998, this new role might just offer the perfect canvas for his creative potential—or should we say, .Potntial.

     

  • Ganguly pads up for second innings at ICC cricket committee

    Ganguly pads up for second innings at ICC cricket committee

    MUMBAI:Cricket’s global governing body has tossed the ball back to Sourav Ganguly, reappointing the former Indian captain as chairperson of the ICC men’s cricket committee for another term. The 52-year-old, affectionately known as “Dada” by fans, will continue in the role he first took guard at in 2021 after replacing spin wizard Anil Kumble.

    Ganguly’s longtime batting partner VVS Laxman, known for his very, very special wristy flicks, has also been retained on the panel—ensuring India’s continued heavyweight presence at cricket’s administrative crease.

    The refreshed committee features a who’s who of cricket luminaries. Afghanistan’s Hamid Hassan and West Indies legend Desmond Haynes have been drafted in alongside South Africa’s current test and one-day international captain Temba Bavuma and former England batsman Jonathan Trott.

    Meanwhile, in the women’s pavilion, former New Zealand off-spinner Catherine Campbell has been elevated to chairperson of the ICC women’s cricket committee. She’ll be joined in the middle by ex-Australian player Avril Fahey and Cricket South Africa’s Pholetsi Moseki.

    The ICC’s commitment to inclusivity was bowled up by secretary Jay Shah, who announced a special task force and support fund for displaced Afghan women cricketers. “We are deeply committed to fostering inclusivity and ensuring every cricketer has the opportunity to shine, regardless of their circumstances,” Shah declared from the non-striker’s end.

    This support will be backed by a “comprehensive high-performance programme” designed to keep Afghan women’s cricket dreams alive despite challenging political conditions back home—proving that when it comes to cricket diplomacy, the ICC is determined not to be caught out.

     

  • IHCL checks in with 100 new hotels, portfolio bulges to 380

    IHCL checks in with 100 new hotels, portfolio bulges to 380

    MUMBAI: India’s hospitality heavyweight IHCL has flexed its muscles with a staggering 100 new properties in the last fiscal year, comprising 74 signings and 26 openings. The Tata Group behemoth, which operates the iconic Taj brand, now boasts a portfolio bulging at 380 hotels.

    Executive vice president for real estate and development Suma Venkatesh highlighted the company’s “industry leading pipeline” of 137 hotels, crediting IHCL’s “strong brand presence” and “sustained demand buoyancy” for the achievement. The firm’s ambitious “Accelerate 2030” roadmap appears to be motoring along nicely, with upscale and midscale segments—Gateway and Ginger brands—garnering the lion’s share of signings.

    “Ginger crossed a 100-hotel portfolio and Vivanta reached the 50+ hotel mark,” Venkatesh noted, clearly delighted with the milestone.

    Suma venkatesh deepika rao

    The company hasn’t confined its expansion to domestic shores. It has ventured into fresh middle eastern territory with properties in Bahrain and Ras Al Khaimah, adding over 800 keys to its international collection.

    Executive vice president for hotel openings and new businesses Deepika Rao highlighted Ginger’s particularly prolific year, with nine new establishments springing up across commercial hubs, industrial townships, leisure destinations and state capitals.

    Not content with conventional locations, IHCL has also played pioneer in virgin tourism territory. “Building on its legacy, IHCL pioneered new tourism destinations with SeleQtions and Gateway hotels in Diu and expanded its presence in spiritual destinations with a Taj resort in Puri,” Rao explained.

    The hiring spree accompanying this expansion has been equally impressive, with over 2,500 new jobs created across the 26 new properties.

    IHCL, which was founded when Jamsetji Tata opened The Taj Mahal Palace in Mumbai in 1903, is now hurtling toward its “Accelerate 2030” goal of a 700-hotel portfolio. For a company recently crowned with the “World’s Strongest Hotel Brand 2024” title by Brand Finance, the sky—or perhaps the penthouse suite—appears to be the limit.

  • Nidhi Kaistha to rev up Lamborghini’s India operation

    Nidhi Kaistha to rev up Lamborghini’s India operation

    MUMBAI: Nidhi Kaistha has been appointed head of Automobili Lamborghini S.p.A. India, taking the wheel of the Italian supercar manufacturer’s operations in one of Asia Pacific’s fastest-accelerating markets.

    The seasoned executive brings over 25 years of leadership experience to the role, where she’ll steer sales, marketing and after-sales operations across Lamborghini’s Indian presence. She joins from rival Porsche India, where she served as regional sales and pre-owned cars manager.

    Kaistha’s automotive pedigree includes more than 15 years at BMW India, where she held several pole positions including head of corporate, direct and special sales, and lead of business strategy for high-performance models. Her earlier career saw her navigate through the hospitality sector at Shangri-La Hotels and Resorts and Hyatt Hotels, following a stint as cabin crew with Gulf Air and Jet Airways.

    Known for her strategic thinking and customer-first approach, Kaistha will now pilot Lamborghini’s growth ambitions across its existing showrooms in Mumbai, Delhi and Bengaluru, with an eye on further expansion opportunities.

    Her appointment signals Lamborghini’s determination to turbocharge its presence in India’s luxury car market, where ultra-high-net-worth individuals continue to fuel demand despite the country’s notoriously challenging road conditions.

    In taking the top job at Lamborghini India, Kaistha joins a small but growing cohort of women leading premium automotive brands in what remains a predominantly male-dominated industry – a trend that’s gradually shifting gears as carmakers seek diverse leadership to navigate an increasingly complex market.
     

  • Libas launches Hyderabad flagship store with a star-studded celebration

    Libas launches Hyderabad flagship store with a star-studded celebration

    MUMBAI: Libas, has officially opened the doors to its latest flagship store at Sarath City Capital Mall, Hyderabad. Spanning a stylish 4,000 sq. ft., the store marks a major milestone in the brand’s expansion across southern India, taking its nationwide retail footprint to over 25 outlets.

    Blending fashion with entertainment, the launch featured the first-ever edition of Libas Circle—a unique brand experience combining a secret concert, store reveal, and exclusive fashion drop. The evening drew over 1,000 fashion and music enthusiasts, with a high-energy live performance by popular cinema singer Akasa setting the tone for a new kind of cultural celebration.

    Strategically located in one of Hyderabad’s busiest lifestyle destinations along the Gachibowli-Miyapur corridor, the store benefits from its proximity to key corporate zones like HITEC City and the Financial District. This makes it ideally positioned to reach Libas’ core audience—urban, style-savvy professionals who value comfort and elegance.

    “Southern India is a critical market for Libas, and Hyderabad has always been on our radar as a high-potential city. Sarath City Mall, with its cosmopolitan crowd and strategic location, offers the perfect launchpad for us to deepen our regional presence,” said Libas founder & CEO Sidhant Keshwani.

    The store features Libas’ full collection—from everyday ethnicwear to occasion-specific designs—crafted with premium fabrics and detailed finishes.
     

  • Adfactors shifts into high gear with Mercedes-Benz India PR mandate

    Adfactors shifts into high gear with Mercedes-Benz India PR mandate

    MUMBAI: In a move that revs up both prestige and responsibility, Mercedes-Benz India has handed the keys to its communications strategy to Adfactors PR, following a rigorous multi-agency evaluation. Effective 1 April 2025, India’s premier public relations consultancy will now drive the luxury automaker’s integrated communications spanning its illustrious product portfolio, corporate narrative, and community engagement initiatives.

    Mercedes-Benz India managing director & CEO Santosh Iyer commented, “As the most desirable luxury car maker in India, Mercedes-Benz’s communication to our discerning customers and multiple stakeholders has been passionate, reflecting the brand’s iconic luxury positioning and unparalleled desirability in the Indian market. Mercedes-Benz is transitioning to an exciting future, introducing new cars having exceptional aesthetics, technological innovations and integrated sustainability. We are glad to welcome Adfactors PR as our communications partner, to collaborate and contribute to our unique brand and sustainable luxury narrative.”

    Adfactors PR co-founder and chairman Rajesh Chaturvedi said, “Partnering with Mercedes-Benz India represents a significant milestone for us. The iconic three-pointed star symbolises not just luxury, but engineering excellence, technological innovation, and a relentless pursuit of perfection. Our specialist mobility practice combines deep automotive sector knowledge with cutting-edge communications strategies to enhance brand resonance among discerning luxury consumers. We are committed to amplifying Mercedes-Benz India’s leadership position in sustainable luxury mobility that perfectly aligns with India’s dynamic luxury market.”

    Mercedes-Benz, known for its forward-thinking approach, continues to dominate India’s premium automotive segment. From local manufacturing to an ambitious EV roadmap, the brand is redefining luxury with a conscience tailoring global innovations for Indian sensibilities.

    The partnership is expected to deepen brand resonance as Mercedes-Benz India steers into an electric future with elegance, precision, and purpose now with Adfactors riding shotgun.
     

  • Shalimar Paints gives its painter squad a fan-tastic brush with cricket

    Shalimar Paints gives its painter squad a fan-tastic brush with cricket

    MUMBAI: They say the devil is in the details—but at Shalimar Paints’ latest event in Delhi, the devil was definitely in the DIY cricket games, branded gear, and pure painter-powered energy. In a bold move to fuse fandom with functionality, Shalimar Paints kicked off its partnership with Mumbai Indians for the 2025 season with a vibrant, invite-only celebration for its painter community and influencers.

    Held in the capital on 10 April 2025, the bash featured a heady mix of games, contests, giveaways, and limited-edition Mumbai Indians x Shalimar merchandise, offering a technicolour evening of bonding, banter, and brushes.

    “Our community of painters is at the core of everything we do… this partnership allows us to create fresh and exciting experiences for this community,” said Shalimar Paints director Kuldip Raina.

    More than just an appreciation dinner with fancy lighting, the event was a grassroots masterstroke in upskilling and brand building, tapping into both nostalgia and next-gen marketing muscle. It also featured exclusive schemes on Shalimar products, along with opportunities for painters to engage directly with influencers and fellow community champions.

    “This was not just a branding opportunity… this is only the beginning,” noted Shalimar Paints head of marketing Varun Malik, hinting at more citywide paint-and-play events to come.

    The Delhi event marks the first in a series of painter-first engagements to roll out across Bangalore, Chennai, Hyderabad, Patna, Kolkata, Delhi, Lucknow, Jaipur, and more. It’s a move aimed at igniting brand love where it matters most: on the ground, in the streets, and in the hands of the people with the brushes.

    With over 120 years in the business, Shalimar Paints knows a thing or two about long-lasting finishes. And with Mumbai Indians backing them this IPL, it looks like they’re just getting started on a bold new coat of fan-first branding.

  • Indian distiller uncorks a spirited legacy in Indri single malt

    Indian distiller uncorks a spirited legacy in Indri single malt

    MUMBAI: India’s whisky revolution has taken another dram-atic leap forward with Piccadily Agro Industries unveiling its most ambitious spirit yet: Indri Founder’s Reserve, an 11-year-old single malt that has already collected more medals than an Olympic swimming team.

    The limited-edition bottling—just 1,100 bottles worldwide—pays tribute to the company’s founder Kidar Nath Sharma, whose entrepreneurial zeal transformed a family business into the diversified Piccadily Group. Aged in ex-Bordeaux red wine casks, the whisky comes with more than a splash of ambition, aiming to put Indian single malts firmly on the global spirits map.

    The  distiller, located in Haryana’s subtropical north, has made a virtue of India’s punishing climate swings. While Scottish distillers might consider 20°C a heatwave, Indri’s barrels endure scorching 50°C summers before plunging to freezing winters—conditions that accelerate maturation and impart what the company describes as “complexity and depth unique to the region’s terroir.”

    Bottled at a robust 50 per cent ABV for domestic consumption (and an even punchier 58.5 per cent for international markets), the amber liquid promises dark fruits and spices on the nose, with caramelised nuts and vanilla on the palate—followed by what the company calls an “indulgent finish” of oak and wine-influenced sweetness.

    “This expression embodies the essence of our founder’s dream: to create world-class Indian single malt whisky with soul, structure, and enduring quality,” says Piccadily Agro Industries  marketing head Shalini Sharma.

    The distiller’s confidence isn’t merely liquid courage—its latest creation has already charmed international judges, collecting platinum at the Las Vegas Global Spirits Awards with an impressive 98 points, and ranking eighth in the International Whisky Competition’s “Top 15 Whiskies of the World.”

    For those intrigued by this subcontinental dram, the company has adopted the ultimate luxury marketing approach: “Price on request.”

    The message is clear—Piccadily isn’t merely producing whisky; it’s bottling ambition and selling it by the dram.

  • JK Tyre shifts into top gear as Indian Racing Festival hits the North-East

    JK Tyre shifts into top gear as Indian Racing Festival hits the North-East

    MUMBAI: The sound of screeching tyres is about to echo through the hills as JK Tyre & Industries, India’s leading tyre manufacturer and motorsports trailblazer, flags off its “JK Tyre powered Indian Racing Festival, a carnival of Total Control” in the North-East. Scheduled from 12th to 22nd April, the adrenaline-fuelled tour will race across Kohima, Aizawl, Shillong, Guwahati, and Gangtok turning winding mountain roads into thrilling motorsport runways.

    With more than four decades of racing legacy, JK Tyre is going full throttle to bring professional motorsport closer to the people. And in the North-East, a region that hums with cultural vibrancy and adventure, the fit couldn’t be more perfect.

    Speaking about the upcoming tour, JK Tyre & Industries director for sales & marketing Srinivasu Allaphan said, “For JK Tyre, the North-East is not just a stronghold for our brand, but a region where our passion for adventure and performance truly resonates with the people. With this festival, we are deepening that engagement bringing adrenaline-driven experiences to the heart of the hills while also reinforcing our leadership in the market. We are especially grateful to the governments of the North-Eastern states for their unwavering support in helping us foster a thriving motorsport ecosystem in the region. The JK Tyre Powered Indian Racing Festival is a celebration of performance, innovation, and excitement values that define both our products and our long-term vision for this dynamic and culturally rich part of the country.”

    Backed by the governments of the North-Eastern states, the tour aims to deepen JK Tyre’s emotional and commercial footprint in a region where the SUV segment and by extension, JK Tyre’s Levitas Ultra range rules the roads. The festival promises high-octane action with a thrilling lineup designed to get pulses racing. From International Formula 4 and Wolf cars roaring in straight from the Indian Racing Festival, to tyre-scorching drifting showcases in BMWs and Lexus machines, the adrenaline will be in full flow. Superbike stunt riders will defy gravity with jaw-dropping manoeuvres, while prodigious talents in Rotax Karting including nine-year-old speedsters will prove that age is no barrier to burning serious rubber on the track. Each city will play host to these dazzling displays of speed and skill, culminating in an experience that celebrates motorsport as lifestyle, entertainment, and aspiration.

    This region isn’t new territory for JK Tyre. From its presence at Nagaland’s Hornbill Festival to the Orange Festival in Arunachal, the brand has long raced beyond the track nurturing grassroots talent, aligning with local culture, and steering community involvement.

    And when the engines cool, the legacy still revs. JK Tyre’s influence has shaped the careers of motorsport giants like Narain Karthikeyan and Gaurav Gill, and its flagship JK Tyre National Racing Championship (JKNRC), now in its 28th year, remains the country’s most enduring racing event.

    So, whether you’re a hardcore gearhead or a curious onlooker, this festival promises to be a pit stop like no other one where the scent of burning rubber blends with the mountain air, and the roar of engines harmonises with the rhythm of the hills.