ITV

Category: Marketing

  • Kulkarni exits Natural Diamond Council after six-year sparkle

    Kulkarni exits Natural Diamond Council after six-year sparkle

    MUMBAI: Aparna Kulkarni, a marketing heavyweight with a glittering CV, has hung up her diamond-studded boots at the Natural Diamond Council, after a six-and-a-half-year stint. She’s leaving behind a legacy of celebrity-fuelled campaigns and a digital strategy that, one might say, was rather brilliant.

    Kulkarni, who previously cut her teeth at media giants like Star India and Times Network, joined the Diamond Council in 2018, tasked with building their Indian consumer marketing strategy. She’s credited with transforming the brand’s digital presence, turning it into a “content publishing platform” – a fancy way of saying she made diamonds look good online.

    Her tenure saw a focus on “luxury content creation,” celebrity endorsements, and a PR blitz to polish the diamond narrative. She also dipped her hands deep into the nitty-gritty of performance marketing, tracking digital metrics and strategising annual social media plans. No mere baubles, then, but hard graft.

    “It felt like home,” Kulkarni said of her time at the council, adding that she’s “equally excited about what’s next.”

    She offered a heartfelt thanks to colleagues, and a cheeky “may the diamond prices keep going north!”

    One imagines a few champagne flutes were raised.

    Her departure leaves a vacancy for a marketing director who can maintain the brand’s digital sparkle and keep the celebrity endorsements shining. The diamond industry, it seems, just lost one of its brightest facets.

  • Term insurance for self-employed: A guide for freelancers and small business owners

    Term insurance for self-employed: A guide for freelancers and small business owners

    Self-employment is rapidly becoming one of the top choices among job seekers and businesspeople. It is one of the few employment opportunities where you need not depend on others to pay you. You create your own job and your own profits. This sense of creation and self-satisfaction quickly ripples into other parts of life. That is why term insurance for self-employed is so desirable.

    What is term insurance? 
    Term insurance is a type of life insurance policy which you can avail to secure the future financial well-being of your loved ones.

    A term insurance policy is a highly affordable form of life insurance that is available with a very high sum assured as compared to the very reasonable premium rate. The policy tenure may vary from 10-100 years. Additionally, you can choose term insurance policies based on your financial needs.

    Here is a list of the types of term insurance available:

    . Increasing term plan – They increase the overall sum assured annually, which helps meet the rate of inflation in the future and increases your family’s financial protection.

    . Decreasing term plan – They decrease the sum assured annually but use the money to repay lenders and reduce your liabilities.

    . Level term plan – They are steadfast term insurance policies that abide by the terms and conditions agreed upon in the initial contract.

    . Term insurance with return of premium – These are unique term insurance policies that offer maturity benefit if you survive the policy tenure.

    . Single premium term insurance plan – They allow you to purchase a term insurance policy with all its benefits with a single lump sum premium instead of regular payments.

    You can evaluate the pros and cons to choose the policy that best suits your needs and those of your loved ones.

    What is GST, and how does it affect self-employed individuals? 

    Self-employed individuals have a lot of responsibilities. Aside from making a living to support your family, you also have financial responsibilities toward the government. This holds true in any country, but thankfully in India, the introduction of GST in 2017 simplified and streamlined the taxation process. 

    So, what is GST? 

    GST is nothing but the tax levied on goods and services in India. Earlier, before the government conceptualized what is GST, there were a number of taxes that you had to pay based on your type of profession and income. Now, the single goods and services tax has streamlined the tax that you need to pay so you never violate the taxation laws in the country.

    GST has replaced several forms of indirect taxes. This is particularly beneficial for the self-employed as you have taxes levied on your income with variations. Instead, now you can acquire a GSTIN which helps simplify the process of filing your taxes. You can also avail of multiple benefits on term insurance premiums due to a streamlined GST process.

    Why term insurance for self-employed is necessary? 

    Self-employed individuals are highly self-reliant. You create your jobs, make money, and take care of your loved ones. However, the income source may be unstable. Freelancing and self-employment bring you money as it corresponds to individual contracts. Therefore, dry months are a possibility during which you may need to acquire loans or credit. Savings or wealth development also takes time and efficiency.

    In the event of your sudden, untimely demise, the liabilities of mortgages, debts, and household expenses transfer to your loved ones. Any outstanding business expenses are also your family’s burden to bear.

    Here are a few top reasons why term insurance for self-employed is so important:

    . It allows you to build a corpus for your loved ones to handle their future goals and ambitions.

    . You can avail of single premium term insurance for self-employed. It helps you acquire the plan’s benefits using a single lump sum premium.

    . You can avail of increasing term insurance that assures a higher sum assured. In the future, if your loved ones assess higher liabilities, then the higher sum assured can help navigate the burden without succumbing to the pitfalls of inflation.

    . Term insurance for self-employed offers tax benefits which can help you save money while you prepare for your family’s financial security.

    . Term insurance for self-employed is an affordable plan with a higher sum assured than most life insurance policies.

    . It also helps you build a corpus for your golden years. Term insurance with a return of premium assures a lump sum maturity benefit that you can use for future financial crises.

    . You can add riders to amplify the coverage on your term plan. These payouts help pay for medical expenses in case of accidental death, critical illnesses, etc.

    Term insurance for self-employed is a safeguard that protects your loved ones after your death. It provides peace of mind knowing that your loved ones will be well taken care of despite the unstable income source and liabilities that you may leave behind.

  • Maruti Suzuki shuffles executive deck

    Maruti Suzuki shuffles executive deck

    MUMBAI: Maruti Suzuki has turbocharged its leadership lineup with two heavyweight appointments that promise to rev up the company’s strategic engines.

    Sunil Kakkar, a 35-year veteran of the automotive trenches, will slide into the director (corporate planning) role from 1 April 2025. An IIT Kanpur engineer with an MBA  gold medal, Kakkar arrives with a portfolio that reads like a automotive industry roadmap—from supply chain mastery to international joint venture architecting.

    His corporate credentials include chairing industry bodies like SIAM’s Aatmanirbhar Bharat Sourcing Group and holding directorial seats across multiple associate companies. With awards like supply chain leader of the year, Kakkar has the right credentials. 

    Joining the corporate pit crew is Tapan Sahoo, designated head of digital enterprise and information & cyber security. An IIT Delhi alumnus with a PhD and “fellow” status from prestigious engineering academies, Sahoo brings 33 years of technology management firepower.

    His brief? Turbocharg digital transformation, leverage AI/ML  technologies, and collaborate with startups and academia. With multiple patents and research publications under his belt, Sahoo looks set to be Maruti Suzuki’s digital alchemist.

    These appointments signal Maruti Suzuki’s intent to blend traditional automotive expertise with cutting-edge technological innovation—a strategic chess move in an increasingly complex mobility landscape.

  • Former Britannia CEO to captain HUL’s food division

    Former Britannia CEO to captain HUL’s food division

    MUMBAI: Hindustan Unilever Limited (HUL) has tapped Rajneet Singh Kohli, the former culinary captain of Britannia, to helm its foods division, marking a strategic move in the competitive consumer goods landscape.

    Effective 7 April 2025, Kohli will slide into the executive director, foods role, replacing Shiva Krishnamurthy, who is departing to explore external opportunities. With a sizzling 28-year career spanning consumer goods and retail, Kohli brings a recipe for success that could just be the secret sauce HUL needs.

    At Britannia, Kohli proved himself a master chef of business strategy, seasoning the company’s market position with product innovation and digital prowess. His leadership portfolio includes appetising stints at Jubilant Foodworks, The Coca-Cola Co, and Asian Paints.

    HUL chief executive Rohit Jawa  praised Krishnamurthy’s decade-long tenure, highlighting his transformation of the tea portfolio and marketing brilliance. “Rajneet brings extensive experience in managing large foods and beverages businesses,” Jawa said, signalling high expectations for the incoming executive.

    The foods business represents a significant growth runway for HUL, with Kohli’s track record suggesting he might just be the perfect ingredient to cook up further success.

  • Kwality Wall’s twister pops into India’s summer heat

    Kwality Wall’s twister pops into India’s summer heat

    MUMBAI: Kwality Wall’s, has introduced its global brand, Twister, to the Indian market, offering a unique three-layered ice lolly designed to combat the summer heat.

    Twister, a popular Unilever brand enjoyed in over 25 countries, arrives in India with two new flavours, Twister Mango, featuring mango and vanilla swirls around a strawberry core, and Twister Pineapple, combining pineapple and lemon swirls with a strawberry core.

    Targeted at young Indian consumers seeking a novel refreshment, Twister boasts real fruit juice and a multi-layered design, delivering a burst of flavour in each serving, with less than 65 calories per lolly.

    To enhance the summer launch, Kwality Wall’s is running a national promotion, giving away ‘30 Lakh Free Ice Candies’, redeemable at over 100,000 stores across India. A supporting multi-media campaign and promotional film will also be released.

    HUL head of ice cream business Toloy Tanridagli stated, “We are thrilled to bring one of our iconic global brands, Twister to India in two exciting and refreshing flavours. Refreshments are a huge category, over 6.6 billion Euros and consumers are seeking new and exciting refreshments options during hot Indian summers. As a top-selling brand in the Unilever portfolio and a global favourite, our goal in India is to offer a delightful treat that resonates with young consumers and adds a fun twist to their summer. Our unique summer promotion will undoubtedly elevate the experience for Indians.”

    DDB Mudra group chief creative officer & executive director Rahul Mathew added, “With Kwality Wall’s Twister, we wanted to capture the essence of refreshing indulgence and joy. The ad is a celebration of spontaneous fun the kind that makes you forget everything else and just savor the moment. The swirling visuals and vibrant energy mirror the irresistible twist of flavors, making it an experience that’s as playful as it is delicious.”

    The launch of Twister in India represents a significant step for Kwality Wall’s, aiming to establish the product as a summer staple.

     

  • Ochre Spirits stirs up the market with saffron-infused vodka launch in Goa

    Ochre Spirits stirs up the market with saffron-infused vodka launch in Goa

    MUMBAI: Vodka lovers in India are about to get a golden touch to their drinks as Ochre Spirits unveils its latest innovation Ochre Saffron Vodka. Priced at Rs 1,450 for 750ml, the new variant blends the finest Kashmiri saffron with zesty citrus, delivering a smooth yet vibrant drinking experience. The launch in Goa marks another bold step for the brand, which has already won over consumers with its Nutty Berry Rum and Peach & Cherry Vodka.

    “Nutty Berry Rum and Peach & Cherry Vodka proved that consumers want innovative, smooth, and well-balanced spirits. With Saffron Vodka, we’re taking luxury to the next level infusing the world’s finest Kashmiri saffron with a bright citrus lift to create a vodka that is both indulgent and refreshing.The launch of Ochre Saffron Vodka marks the brand’s continued momentum in the premium spirits space and soon in May 2025, Ochre Spirits are going to unveil the new variant which is a bold and tropical infusion of raw mango, crafted to deliver a smooth yet tangy drinking experience, perfect for Indian palates, Ochre Mango Citron Rum, said Ochre Spirits founder John Royerr.

    With the Asia-Pacific flavoured vodka market expected to grow at a rapid pace, particularly in India, China, and Japan, Ochre Spirits is capitalising on evolving consumer preferences for premium, small-batch craft spirits. The company has set an ambitious goal of becoming an Rs 100 crore brand within the next four years.

    The sensory experience of Ochre Saffron Vodka is as indulgent as its ingredients. The crystal-clear liquid carries a delicate golden sheen, highlighting the saffron infusion. The aroma combines exotic saffron with fresh citrus and subtle floral notes, while the palate delivers a velvety texture with a warm saffron embrace balanced by a crisp citrus lift. The finish is smooth, refined, and laced with lingering spice. It’s designed to be sipped neat, enjoyed on the rocks, or blended into sophisticated cocktails.

    Building on its momentum, Ochre Spirits has already teased its next release Ochre Mango Citron Rum, a tropical raw mango-infused creation set to launch in May 2025.

    With India’s spirits industry evolving rapidly, driven by millennials and Gen Z seeking bolder and more authentic flavours, Ochre Spirits is positioning itself at the forefront of this transformation. By championing artisanal craftsmanship and innovative flavour profiles, the brand is redefining India’s craft spirits landscape, one sip at a time.

  • Doms paints water awareness at Kidzania event

    Doms paints water awareness at Kidzania event

    MUMBAI: Doms marked World Water Day with an engaging art session at Kidzania, encouraging children to create water conservation-themed designs using paper plates. The event fostered artistic expression while subtly educating young participants about the importance of responsible water usage. Families and friends participated, creating a collaborative and educational atmosphere.

    The initiative aimed to combine entertainment with education, promoting awareness of water conservation among children.

    Doms chief marketing officer Saumitra Prasad said, “It’s an important day to help children understand the importance of water conservation in a fun and memorable manner. By providing them with a creative activity, we ensure they take away valuable lessons on sustainability, which they can share with others. Doms is proud to be integrating the Kidzania platform in such an impactful way, reinforcing the importance of social responsibility in a way that resonates with the next generation.”

    The event successfully conveyed the message of water conservation, leaving a lasting impact on the young attendees. Doms continues to champion sustainable practices through innovative and creative initiatives that make learning both fun and meaningful.

  • Beauty brand La Pink tackles skin pH with microplastic-free breakthrough

    Beauty brand La Pink tackles skin pH with microplastic-free breakthrough

    MUMBAI: India’s beauty landscape is getting a pH-tastic makeover. La Pink, the country’s first beauty brand boasting 100 per cent microplastic-free formulations, has launched its #InsideYourSkin campaign, promising to decode the mysteries of Indian skin.

    Founder Nitin Jain isn’t mincing words: “We’re not just selling products; we’re starting a skin health movement.”

    Inspired by his wife, Jain’s brand is taking on the beauty industry’s dirty little secret – microplastics.
    The brand’s hero lineup includes face wash, toner, serum, sunscreen, and lip balm, packed with globally sourced ingredients that sound more like a gourmet menu than skincare: white haldi from India, cactus flower from Australia, and Kakadu plum from the US.

    ” Maintaining healthy skin is imperative,” Jain quips. ” I feel that if we are able to raise awareness about how important it is to understand how pH levels function Inside our skin, it’ll be easier to understand how our skin responds better. “

    The products promise to balance pH levels, tackle pigmentation, control oil, and hydrate – all while being kinder to the planet.

    The #InsideYourSkin campaign is more than marketing – it’s a rallying cry for skincare that understands the unique needs of Indian skin, says the beauty brand. 

  • Birla Opus: A Bold New Player Emerges

    Birla Opus: A Bold New Player Emerges

    MUMBAI: Imagine an industry so settled, so entrenched, that innovation has become a foreign concept. For decades, India’s decorative paints market has been a closed ecosystem, a carefully guarded territory where a few giants played by unwritten rules. Consumers had limited choices, contractors followed established patterns, and the market seemed frozen in time.

    Enter Birla Opus – a disruptor armed with more than just pigments and promises. And it’s led by RakshitHargave who isn’t your typical corporate executive. When he speaks about the paint industry, there’s a spark of rebellion in his voice. “The competitive intensity hasn’t been high,” he says, a statement that sounds more like a challenge than an observation.

    This isn’t just another corporate expansion. It’s a calculated assault on an industry that has grown fat and lazy.

    To understand Birla Opus’s strategy, one must first comprehend the unique ecosystem of India’s paint market. Unlike most consumer industries, this is a three-dimensional chess game involving contractors, dealers, and end-consumers. Each group has distinct motivations, distinct pain points.

    Most companies focus on one – Birla Opus is playing a multi-dimensional game. And it’s doing it as though it’s on steroids.  Numbers tell a compelling story. In just its first year, Birla Opus has  reached 6,000 towns, established over 140 depots and hosted  more than 150 exhibitions nationwide

    These aren’t just statistics. They’re strategic footprints designed to dismantle existing market barriers.

    Traditional paint companies treated contractors as mere distribution channels. Birla Opus sees them as partners.

    “We’re the first to host nationwide exhibitions allowing painters and contractors to experience products firsthand,” Hargave explains. It’s an industry-first initiative that speaks volumes about the company’s approach.

    India’s paint market has always had regional dynamics. South India traditionally belonged to one dominant player, while North and East remained multi-brand territories. Birla Opus has defied these traditional boundaries and has spread its colour nationally.

    “The gap between our best and relatively slower regions is just 110 versus 90,” Hargave notes – a testament to thecmpany’snational appeal and availability.

    In the paint industry, logistics isn’t a support function. It’s the backbone of the entire operation.Birla Opus has turned this into a competitive advantage. It has the record of fulfilling orders within four to six hours  while it delivers in surrounding regions by the next day. To achieve that Hargave has  five factories whipping up the paint with a sixth coming up in Kharagpur.  Additionally, the company has  strategically mapped depots near manufacturing facilities in order to ship out the product as quickly as possible.

    Where traditional brands whispered, Birla Opus is screaming from every possible platform. It has taken marketing and branding to a totally different level for a debutante by going after tentpole properties on television. For starters, cricket which isn’t just a sport in India. It’s a religion. Birla Opus secured prime sponsorshipsfor the ongoing  IPL, the T20 World Cup and all bilateral series. And it has dug its marketing heels into entertainment by partnering with reality shows like Indian Idol and Sa re ga ma pa. However, Hargave admits that “cricket remains a key driver for consumer traction,” 
    The brand  has understood in modern consumption driven new India and Bharat there has been a crucial psychological shift. Painting is no longer a maintenance chore – it’s a lifestyle statement. And to pander to that the company’s  campaign ‘Naya Zamane Ka Naya Paint’ isn’t selling colour. It’s selling aspiration, modernity, self-expression.

    Rs 10,000 crore in three years might sound like corporate hubris. But Hargave is quietly confident. “We are exactly where we aimed to be at the end of our first year,” he states.

    This isn’t just a corporate expansion. It’s a statement about Indian entrepreneurship. About challenging established narratives. About proving that with the right strategy, you can disrupt even the most settled industries.

    Will Birla Opus sustain its momentum? The paint is still wet, the canvas still incomplete. But one thing is certain – the company has  already redrawn the industry’s boundaries.

    In a market long dominated by legacy brands more interested in protecting territory than innovating, Birla Opus is not just selling paint.

    Hargave and his team are painting a revolution.
     

  • Artisto expands reach salon-quality hair tools enter retail market

    Artisto expands reach salon-quality hair tools enter retail market

    MUMBAI: Artisto, has announced a significant retail expansion, bringing its salon-grade tools to the general public. Established with the aim of revolutionising personal hair styling, Artisto, previously favoured by professional stylists, will now offer its precision-engineered products to a broader audience.

    This move bridges the divide between salon professionals and consumers seeking superior styling solutions. By making its expertise and innovative technology widely available, Artisto aims to empower individuals to achieve professional results at home.

    Artisto – Shimmers Cosmetics founder & director Sandeep Gidwani, said, “At Artisto, we have always believed that hairstylists are true artists, and their craft deserves the best tools. With our retail expansion, we’re bringing the same professional-grade precision to consumers, ensuring they can achieve expert-level results at home. This is about more than just hairstyling it’s about enabling self-expression and creativity, empowering individuals to experiment and redefine their look with confidence.”

    Artisto – Shimmers Cosmetics managing director Karan Gidwani, shares “Artisto was founded on the idea that styling should be effortless, creative, and accessible. From the very beginning, we’ve combined advanced technology with artistic expression to craft tools that do more than just style they transform the experience. Whether in the hands of a seasoned stylist or a beauty enthusiast at home, our tools are designed for reliability, ease, and professional-quality results. As we step into retail, we’re excited to make salon-level styling an everyday reality for everyone.”

    Celebrity hairstylist Jason, a long-time advocate of Artisto’s tools said, “As a hairstylist, I know the difference that high-quality tools make. Artisto has always been my go-to for its innovation and precision, and now, more people can experience that same salon-grade performance in their daily routine. Whether you’re creating intricate runway looks or simply styling for the day ahead, Artisto makes professional results effortless.”

    The retail range will feature a selection of Artisto’s high-performance hair dryers, straighteners, and curling wands, all designed with advanced technology to ensure efficient styling, heat protection, and durable results. Featuring sleek, ergonomic designs, Artisto tools will cater to both professional and home users.

    Artisto’s retail expansion marks a new phase of accessibility, where consumers can create and express their personal style with confidence. The brand remains committed to quality, transparency, and artistry, aiming to redefine hair styling for the contemporary consumer.