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Category: Marketing

  • Bajaj Auto ropes in marketing chief to rev up brands

    Bajaj Auto ropes in marketing chief to rev up brands

    PUNEL:  India’s third-largest motorcycle maker has hired Kia India’s head of marketing and public relations to spearhead its marketing as well as kick start its sports bike brands further, as competition intensifies in the premium two-wheeler segment.

    Shakti Upadhyay has joined Bajaj Auto as vice president for brands. His first task will be to take charge of the company’s sports motorcycle portfolio including the once-dominant Pulsar and premium Dominar ranges. The appointment comes as Bajaj battles declining market share in key segments whilst rivals like TVS Suzuki and  Honda gain ground.

    Upadhyay spent over seven years at Kia India, where he orchestrated the south Korean carmaker’s transformation from unknown challenger to household name. Under his stewardship, Kia launched the Seltos compact SUV, Sonet sub-compact SUV, and Carnival MPV, helping the brand capture nearly 4 per cent of India’s passenger car market within five years.

    His track record includes award-winning campaigns that blended “bold positioning with emotional storytelling.” At Samsung Electronics, where he spent eight years before Kia, Upadhyay led marketing for consumer durables including premium television ranges.

    Bajaj’s hire signals urgency in revitalising brands that once dominated Indian roads. The Pulsar, launched in 2001, pioneered the performance motorcycle segment but has faced intensifying competition from Honda, and TVS Motor.  Dominar, positioned as a touring motorcycle, has struggled to gain traction since its 2016 launch.

    The Pune-based company’s motorcycle business has faced headwinds as consumers increasingly favour electric vehicles and premium brands. Bajaj’s domestic motorcycle sales fell eight per cent year-on-year in the first half of 2024, whilst competitors expanded market share.

    “Bajaj has always stood for innovation, performance, and a strong challenger spirit,” Upadhyay said in a LinkedIn post announcing his appointment. He emphasised plans to deepen “brand love” and drive “global ambition” for the motorcycle portfolio.

    The marketing veteran’s mandate extends beyond just the domestic market.  Bajaj exports motorcycles to over 70 countries, with international sales contributing roughly 40 per cent of total volumes. The company has a particularly strong presence in Africa and Latin America through partnerships and local assembly operations.

    Upadhyay’s appointment reflects broader industry trends as traditional automotive companies hire  talent from successful challengers. His experience launching new brands in competitive markets could prove valuable as Bajaj seeks to reinvent mature product lines whilst expanding into electric vehicles.

    The company faces particular challenges in the 125-250cc segment even as electric vehicle startups like Ola Electric and Ather Energy have begun encroaching on urban commuter segments traditionally dominated by conventional motorcycles.

    Industry analysts suggest Bajaj’s brand revival efforts will need to balance heritage appeal with contemporary relevance, particularly among younger consumers who increasingly view motorcycles as lifestyle statements rather than purely utilitarian transport.

  • AB InBev taps Netflix for global beer marketing blitz

    AB InBev taps Netflix for global beer marketing blitz

    MUMBAI: The world’s largest brewer has struck a sweeping marketing deal with Netflix that will see AB InBev’s beer brands woven into the streaming giant’s programming and live events across dozens of countries.

    The partnership, announced today, marks an unusually broad collaboration between the Belgian-Brazilian brewing behemoth and the entertainment platform. AB InBev will integrate its portfolio—including Budweiser, Corona, and Stella Artois—into Netflix content ranging from British crime series The Gentlemen to South Korean cooking competition Culinary Class Wars.

    AB InBev global chief marketing officer Marcel Marcondes described streaming as “an occasion where beer and entertainment come together,” arguing the deal would create “deeper experiences with consumers” during culturally significant viewing moments.

    The arrangement extends beyond traditional product placement. AB InBev brands will feature in co-marketing campaigns, limited-edition packaging tied to specific shows, and digital promotions. The brewer will also advertise during Netflix’s live NFL Christmas games next year and collaborate on coverage of the 2027 Women’s World Cup.

    Netflix has already tested the waters with AB InBev properties. Mexican beer brand Cerveza Victoria recently sponsored the streaming service’s broadcast of the Canelo Álvarez-Terence Crawford boxing match.

    “The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can,” said Netflix chief marketing officer Marian Lee. The streaming service has increasingly courted advertising revenue as subscriber growth plateaus in mature markets.

    The deal reflects AB InBev’s push to reach younger consumers who increasingly favour experiences over traditional advertising. The brewer has faced headwinds in key markets, with American beer consumption declining and competition intensifying from craft breweries and hard seltzers.

    For Netflix, the partnership offers a blue-chip sponsor as it expands into live programming and seeks to monetise its global reach more effectively. The platform has secured rights to major sporting events, including NFL games and professional wrestling, as it competes with traditional broadcasters for advertising dollars.
    The companies declined to disclose financial terms of the multi-year agreement. AB InBev operates in nearly 50 countries whilst Netflix boasts over 270 million subscribers worldwide.

    Industry analysts suggest such partnerships may become more common as traditional advertising models fragment. Brewers face particular challenges reaching audiences through conventional channels as younger consumers increasingly “cord-cut” from traditional television.

    The collaboration will roll out across AB InBev’s international portfolio, with regional brands like Brasil’s Antarctica and Europe’s Leffe expected to feature in locally relevant Netflix content. Both companies emphasised the deal’s global scope distinguishes it from previous entertainment industry tie-ups.

  • Federal Bank’s AI Onam wishes win hearts

    Federal Bank’s AI Onam wishes win hearts

    MUMBAI: When petals fall from the cloud, you know Onam has gone digital. This festive season, Federal Bank, in partnership with Hogarth, turned tradition into a tech-powered celebration, swapping generic greetings for personalised, AI-driven messages that felt anything but robotic.

    Using WPP’s AI tools and immersive tech from 8th Wall, the campaign let customers scan a simple QR code on posters, print or metro ads, and suddenly find themselves showered with virtual petals, greeted by a Kathakali dancer, or hearing the familiar trumpet of a vallam kali. And instead of a faceless message, it came directly from their own branch manager: part banker, part digital storyteller.

    “This Onam, we wanted to bring plug-and-play joy into people’s homes,” said Federal Bank, cmo, M V S Murthy. “Technology is at its best when it strengthens culture and community, not when it overshadows them.”

    Thousands of bespoke greetings were shared across Kerala and beyond, with customers responding with joy, nostalgia, and even surprise. For many in the diaspora, the greeting felt like a piece of home arriving at their phone.

    For Hogarth India, ceo, Karthik Nagarajan, the idea was simple: “We’re moving from creating content to crafting experiences. Tech should feel human, not heavy,” he noted.

    Backed by AI-assisted motion design, the experience was fully browser-based, no app required, making it as seamless as it was striking. Social chatter followed quickly, with younger audiences latching onto the novelty and sharing the moments widely.

    As WPP, global vp of Immersive tech & AI, Dale Imerman, summed it up, “This is India showing how creativity and technology can amplify cultural connection at scale.”

    For many, this year Onam didn’t just come home, it came alive on their screens. 

  • Portfolio Night 2025 opens for young creatives with Google live brief

    Portfolio Night 2025 opens for young creatives with Google live brief

    MUMBAI: Aspiring adlanders, polish those portfolios, your big night is here. ‘The One Club for Creativity’ has opened registrations for ‘Portfolio Night 2025’, with Google on board as exclusive global sponsor. In India, the event will be hosted by BBDO India, DDB Mudra Group and TBWA India. Budding creatives can log in online on 6 October or meet in person on 7 October, with entries closing on 3 October.

    Billed as the world’s premier speed-dating event for talent and top creative leaders, Portfolio Night gives young hopefuls the chance to showcase work, receive one-to-one feedback, and even spark their advertising careers.

    This year, Google is setting the live brief for the Portfolio Night All-Stars competition. Winners will earn a coveted trip to New York in 2026 to present their campaign during The One Club’s creative week.

    On the jury are some of the most celebrated names in Indian advertising, including Josy Paul (BBDO India), Kainaz Karmakar (Ogilvy India), Abhijit Awasthi (Sideways Consulting), Russell Barrett (TBWAIndia), Swati Bhattacharya (Lightbox), Rahul Mathew (DDB Mudra), and Ashish Khazanchi (Enormous), alongside a long list of national creative heavyweights.

    With humour, hustle and a shot at global glory, Portfolio Night 2025 promises not just feedback, but a foot firmly in the door of advertising’s big league.

    For registration visit:

    In-Person Event: https://www.eventbrite.com/e/portfolio-night-2025-mumbai-in-person-tickets-1672125625759

    Virtual (Non-Mumbai Residents): https://www.eventbrite.com/e/portfolio-night-2025-mumbai-virtual-tickets-1664770165379

  • Greaves Cotton reshuffles deck chairs as power veteran takes charge

    Greaves Cotton reshuffles deck chairs as power veteran takes charge

    MUMBAI:  Greaves Cotton has handed the reins of its energy solutions business to Swarnendu Jha, a 26-year power industry veteran who has hopscotched between diesel engine makers and generator specialists from Pune to the Gulf.

    The Mumbai-listed engineering firm promoted Jha to vice president of energy solutions on Sunday, whilst simultaneously making  marketing and sales head Abhijit Joshi report to the newly-minted Jha. With that, Joshi has lost his status as senior management personnel under stock exchange rules.

    Jha’s appointment caps a career spent navigating India’s stuttering power sector, from his early days at Kirloskar Oil Engines through stints at American heavyweight Cummins and a spell flogging Caterpillar generators across the Gulf states with distributor Mar Al Bahar. The mechanical engineering graduate from Pune University later topped up his credentials with a sales and marketing diploma from Symbiosis—academic armour for battling in India’s cut-throat industrial markets.

    The reshuffle comes as Greaves Cotton, founded in 1859 during the British Raj, grapples with India’s energy transition. The company has been pivoting from its traditional diesel engine roots towards cleaner technologies, including electric vehicles and renewable energy solutions, as environmental regulations tighten and customer preferences shift.

    Joshi’s reporting change, which is what Greaves Cotton has diplomatically framed it, suggests the company wants a more seasoned hand steering its energy portfolio. The move mirrors broader corporate India’s tendency to parachute industry specialists into key roles as competition intensifies and margins compress.

    The timing is telling: India’s power equipment sector faces headwinds from slowing industrial growth and delayed project approvals, even as the government pushes aggressive renewable energy targets. Companies like Greaves Cotton must thread the needle between supporting India’s coal-fired industrial base and positioning for a cleaner energy future.

    For investors, the appointment signals Greaves Cotton’s intent to professionalise its energy division management, though whether Jha’s considerable experience can translate into improved performance remains to be tested against India’s notoriously fickle power markets.

  • Vision beyond sight: Chokkhudaan ushers in Pujo with true inclusivity

    Vision beyond sight: Chokkhudaan ushers in Pujo with true inclusivity

    MUMBAI: Eye-opening celebrations marked the start of Devi Paksho in Kolkata, as Doctors’ Choice and the Kashi Bose lane puja committee hosted ‘Chokkhudaan – Pujo Dekho Moner Chokhe,’ a moving initiative that placed empathy and inclusion at the heart of Durga Puja.

    In a symbolic gesture, children with visual impairment inaugurated the Pujo festivities, reminding the community that the spirit of Sharod Utsav is as much about shared humanity as it is about grandeur.

    The occasion was graced by dignitaries including Government of West Bengal, hon’ble minister for industries, commerce & enterprises, dr Shashi Panja, alongside senior leaders of Doctors’ Choice. The event also honoured achievers from the visually impaired community: swimmer Chinmay Mondal, cricket administrator Kanai Lal Chakraborty, and theatre advocate Subhash Dey, recognising their resilience and contribution.

    Music then took centre stage, with a soulful performance by the visually impaired children that left audiences deeply touched. This year, the Kashi Bose Lane pandal has also introduced Braille descriptions of its theme, ensuring accessibility for visitors with special needs and truly making the festival one for all.

    “As we welcome Maa Durga, Chokkhudaan has reminded us that the essence of Pujo lies not only in its splendour but in inclusion and togetherness,” said Doctors’ Choice, head of marketing & strategy, Shivam Agarwal.

    Extending the theme of vision, a special eye donation booth in collaboration with Medical Bank has been set up at the pandal, while a selfie zone spreads awareness with a call to pledge sight as the ultimate gift.

    By turning the spotlight on the visually impaired and encouraging eye donation, Doctors’ Choice has ensured this Pujo begins not just with devotion but with compassion, proving that sometimes, the clearest vision comes from the heart.

  • ITC Sunrise honours Bengal’s dhakis with Dhaki Utsav

    ITC Sunrise honours Bengal’s dhakis with Dhaki Utsav

    MUMBAI: Drumrolls don’t just herald celebrations this Pujo, they’ve become the celebration itself. In a landmark cultural tribute, ITC Sunrise put Bengal’s beloved dhakis centre stage with a spectacular ‘Dhaki Utsav’ at Kolkata’s iconic Kumartuli Ghat on Mahalaya.

    Led by percussion virtuoso Tanmoy Bose and Padma Shri awardee Gokul Dhaki, the never-before-seen spectacle brought dozens of traditional drummers together in unison, unveiling a specially composed Durga Puja anthem for Sunrise.

    The riverfront reverberated with the thunderous rhythm of the dhak, weaving music into devotion against the sacred backdrop of Kumartuli, where idol-making and rituals mark the spiritual awakening of goddess Durga. The beats weren’t just performance; they were a collective heartbeat of Bengal’s biggest festival.

    “Durga Puja is not just a celebration, it is an emotion stitched together with rhythm,” said ITC Spices, business head, Piyush Mishra. “With Dhaki Utsav, we wanted to shine the spotlight on the artists who define the soundscape of Pujo.”

    For the dhakis themselves, the recognition was deeply moving. “Pujo is life for us,” said Gokul Dhaki. “To see our art celebrated on such a scale is an honour beyond words.” Bose echoed the sentiment, calling the performance “a privilege and a moment to cherish forever.”

    With this initiative, Sunrise has gone beyond spices to spice up tradition, not only creating a festive anthem but etching a new cultural legacy that honours the keepers of Bengal’s most iconic rhythm.

    From empowering women priests to celebrating self-defence through its Durgatinashini campaign, Sunrise has consistently blended tradition with progress. This year’s Dhaki Utsav reinforces its role as a brand deeply rooted in Bengal’s heritage, ensuring the drummers who fuel Pujo’s spirit are finally recognised as its soul.

  • Mondelez moves veteran to crack Asia’s snack market

    Mondelez moves veteran to crack Asia’s snack market

    INGAPORE: Mondelez International has handed the keys to its south-east Asian kingdom to Abhiroop Chuckarbutty, a battle-hardened consumer goods veteran who spent more than two decades navigating the treacherous waters of emerging markets from Mumbai’s bustling bazaars to Dubai’s gleaming malls.

    The 22-year industry stalwart, who orchestrated the messy separation of a $500m tea business from Unilever’s sprawling empire in 2024, will now steer the American snacking giant’s charge across a region where Oreos compete with local delicacies and Cadbury chocolate battles tropical heat.

    Chuckarbutty’s appointment as president comes after a year running Mondelez’s African operations from Johannesburg, where he cut his teeth on the company’s complex multi-market dynamics. Before that corporate musical chairs routine, he spent two turbulent years as president of ekaterra’s Africa, Middle East and Turkey tea business, shepherding the venture through its acrimonious divorce from Unilever in 2022.

    The executive’s résumé reads like a corporate fire-fighting courseware. At Unilever, where he spent 16 years climbing the ranks, Chuckarbutty wrestled with everything from sluggish west Asian markets to the herculean task of digitising India’s advertising landscape. He juggled profit-and-loss responsibility for a bewildering array of brands—from Lifebuoy soap bars to Kissan ketchup—across markets as diverse as Bangladesh and the United Arab Emirates.

    His new perch in Singapore puts him at the epicentre of Asia’s snacking revolution, where rising incomes and urbanisation are fuelling an insatiable appetite for packaged treats. The region’s young, mobile-savvy consumers present both opportunity and headache for western brands trying to crack local tastes whilst fending off nimble domestic rivals.

    Chuckarbutty’s knack for “business turnarounds and accelerating scale businesses”—as his corporate biography modestly puts it—will be tested against south-east Asia’s fragmented markets, where regulatory tangles and supply-chain snarls can derail even the slickest marketing campaigns.

    The appointment signals Mondelez’s intent to double down on a region that represents one of the fastest-growing snacking markets globally, even as trade tensions and economic uncertainty cloud the broader Asian outlook

  • Zee TV’s ‘Ganga Mai Ki Betiyan’ celebrates strength of single motherhood

    Zee TV’s ‘Ganga Mai Ki Betiyan’ celebrates strength of single motherhood

    MUMBAI: Holding her daughters’ hands, she’s walking into prime time with courage, grit and grace. Zee TV is set to launch its new drama, Ganga Mai Ki Betiyan, a heartwarming tale of a single mother who rebuilds her life from scratch and raises her daughters to stand tall against society’s taunts.

    Adapted from Zee Kannada’s hit show Puttakana Makkalu, the Hindi remake shines a light on women’s resilience in the face of abandonment and stigma. Set in the culturally vibrant backdrop of Varanasi, the series is produced by Ravie Dubey and Sargun Mehta’s Dreamiyata Dramaa.

    The show follows Ganga Mai (played by Shubhangi Latkar), who raises her daughters Sneha (Amandeep Sidhu), Sahana (Srishti Jain) and Soni (Vaishnavi Prajapati) with dignity, self-respect and an unbreakable spirit. Each daughter brings a unique flavour to the story: Sneha, the fiery dreamer aiming to be a district collector; Sahana, the nurturer whose cooking and wisdom hold the family together; and Soni, the playful yet mature spark who keeps optimism alive at home.

    Adding another layer to the drama is Sheizaan Khan as Siddhant, a feared yet soft-hearted moneylender whose life changes when he crosses paths with Sneha.

    To mark the launch, Zee TV hosted an experiential set tour in Chandigarh, where media were treated to a soulful meal at the family’s on-screen dhaba, mirroring the warmth and simplicity of the characters.

    Zee TV,  chief channel officer, Mangesh Kulkarni said, “With shows like Saru, Tumm Se Tumm Tak, Chhoriyan Chali Gaon, and now Ganga Mai Ki Betiyan, we are bringing forth stories that are rooted in culture yet contemporary in their outlook.”

    Zee Entertainment, chief content officer, Raghavendra Hunsur added, “What moves us most is not just Ganga Mai’s struggle, but the everyday grace with which she turns hardship into hope.”

    For lead actor Shubhangi Latkar, the role has been transformative. “Ganga Mai is a symbol of every woman who chooses dignity over despair. Portraying her has been an emotionally enriching journey for me,” she added.

    With its message that daughters are never a burden but a source of pride, Ganga Mai Ki Betiyan promises to strike an emotional chord with families across India.

     

  • Nasher Miles & Flipkart add colour to ‘The Big Billion Days’ 25′

    Nasher Miles & Flipkart add colour to ‘The Big Billion Days’ 25′

    MUMBAI: Why pack dull when you can pack with personality? This festive season, Nasher Miles is unzipping a bold new chapter in travel style, teaming up with Flipkart for ‘The Big Billion Days 2025.’

    The luggage brand, celebrated for its splash of colour and playful spirit, has rolled out two cheeky films starring digital darlings Sakshi Shivdasani and Ayush Mehra. The duo brings their trademark wit and charm to everyday travel scenarios, from last-minute road trips to date-night dashes, where bland baggage just doesn’t fit the bill.

    With the sassy slogan “Why so boring, bro?”, Nasher Miles is calling time on lifeless luggage, nudging young, style-conscious travellers to match their bags to their vibe: colourful, durable, and unapologetically fun.

    “This campaign is about more than bags, it’s about boldness,” said Nasher Miles, co-founder & cmo, Shruti Kedia Daga. “Flipkart’s Big Billion Days gives us the perfect stage to inspire people to travel with style, spirit, and a dash of mischief.”

    Backed by creative agency Itch, the campaign closes with a punchy message: ‘Drop the boring.’ For co-founder Naman Agarwal, the idea is simple: “If fashion is an expression, why should luggage be left out? Bags should be as full of personality as the people who carry them.”

    Set to run across digital platforms, Flipkart’s app, and mass media, the films ensure that this year’s Big billion days won’t just be about snagging deals, it’ll be about carrying colour and character wherever the journey leads.