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Category: MAM

  • Singla’s signal boost as he steps up as ICCO Nextgen global co-chair

    Singla’s signal boost as he steps up as ICCO Nextgen global co-chair

    MUMBAI: From ESG charts to PR smarts, Aditya Vasan Singla is making waves worldwide. Aditya Vasan Singla, principal at Astrum, has been appointed co-chair of the 2025 ICCO Nextgen Board, a dynamic initiative by the International Communications Consultancy Organisation to empower young communications professionals and future-proof the industry. The announcement was made on 12 March 2025, marking a new milestone in Singla’s global leadership journey in strategic communications.

    Joining forces with Karishma Hingorani (Middle East Public Relations Association – MEPRA), Singla will lead the diverse and global Nextgen board. The newly formed cohort includes Srishti Sharma (India), Rumyana Tancheva (Bulgaria), and Zahra Zakriya (UAE), reflecting ICCO’s strong focus on cross-border collaboration and peer innovation.

    ” I feel privileged to be offered this opportunity to collaborate with some of the brightest minds across the globe to aid the development of the NextGen talent and best practices for the global public relations industry. I believe it is crucial for us to collaborate and co-create solutions that push our industry forward, ensuring we are future ready and resilient.” said ICCO Nextgen Board co-chair Aditya Vasan Singla.

    Astrum founding managing partner Ashwani Singla. “ICCO’s focus on the Nextgen talent is a step in the right direction to fuel excellence and attract the brightest minds as practitioners of strategic communications. I am delighted that Aditya is contributing to advance this laudable objective.”

    The ICCO Nextgen Group is designed to attract, develop, and retain top-tier talent through research, knowledge-sharing, and real-world initiatives. As part of ICCO’s broader strategy, the board brings together emerging PR leaders to foster innovation and industry relevance in a rapidly evolving global landscape.

    Singla brings with him nearly a decade of experience in ESG and strategic communications. His resume spans major consultancies including PwC and ERM, where he steered multidisciplinary teams working with transnational giants across diverse sectors. His career kick-started in the Office of Cabinet Minister Piyush Goyal, where he was entrusted with political communications and policy research.

    An alumnus of the London School of Economics (MSc in Environmental Economics) and Aberdeen University (MA in Economics and Geography), Singla also happens to be a seasoned global traveller, making his perspective even more globally nuanced—a perfect fit for the ICCO NextGen board’s international ambitions.

    As the communications industry grapples with the demands of AI, authenticity, and shifting audience behaviours, ICCO’s move to place emerging leaders like Singla at the helm is a smart play because the future of PR isn’t just about messaging, it’s about mentorship, mission and momentum. 

  • Sunscreen spat sees HUL and Mamaearth kiss and make up, with a few tweaks

    Sunscreen spat sees HUL and Mamaearth kiss and make up, with a few tweaks

    MUMBAI: The beauty world’s latest dust-up has settled, with Hindustan Unilever Ltd (HUL) and Honasa Consumer, the brains behind Mamaearth, calling a truce after a courtroom rumble. It all kicked off when Lakmé, HUL’s flagship beauty brand, launched a “sun superiority campaign” that rather pointedly suggested some “online bestsellers” were fibbing about their SPF claims. Honasa, whose Derma Co. brand sports a rather distinctive orange, felt a tad singed, accusing Lakmé of throwing shade on their packaging and claims.

    Honasa co-founder Ghazal Alagh  took to LinkedIn with a saucy post, welcoming Lakmé to the “in-vivo tested SPF 50 club,” a move that, the Bombay High Court suggested, might have been a tad disparaging itself. HUL, not one to take such cheek lying down, hit back, claiming their tests showed some rivals were, shall we say, economising on the truth.

    But the Delhi high court, like a stern headmaster, stepped in and told both parties to play nicely. Lakmé was ordered to tweak its ad, swapping out “online bestseller” for the more vague “some sellers” and changing the offending orange to a demure light yellow. Honasa, in turn, agreed to scrub their social media jibes.

     HUL maintained that their campaign was all about keeping consumers safe from those who might be stretching the truth about SPF.

    Honasa, perhaps with a sigh of relief, agreed to take down their digital digs. Both parties also promised to remove their physical hoardings, which were apparently giving each other the evil eye, within 48 hours.
    This skirmish highlights the fiercely competitive nature of India’s Rs 2,000 crore sun care market, where brands are fighting tooth and nail for a slice of the pie. With consumer understanding of SPF still patchy, there’s plenty of room for both innovation and, it seems, a bit of the old marketing mischief.

  • Tata Tea Chakra Gold Care blends tradition and tech for Tamil new year

    Tata Tea Chakra Gold Care blends tradition and tech for Tamil new year

    MUMBAI: As Tamil Nadu united to celebrate Puthandu, the Tamil new year, Tata Tea Chakra Gold Care marked the occasion with a thoughtful, tech-enabled print campaign titled ‘Pudhu Aarambam’. Known for championing Tamil traditions of Care, the brand delivered an innovative and emotional experience that reinforced its close bond with Tamil households.

    At the centre of the campaign was a first-of-its-kind newspaper innovation rolled out in Chennai. The print ad featured a traditional Kani Thali a ceremonial arrangement that Tamilians view first on Puthandu morning, symbolising prosperity and positive beginnings. Central to the Thali was a covered mirror, a significant element representing self-reflection and hope for abundance. Readers were invited to scan a QR code integrated into the design, which activated a webar experience, bringing the mirror to life with heartfelt, customised Puthandu greetings in Tamil a beautiful convergence of culture and modern technology.

    Speaking about the initiative, India and south Asia, Tata Consumer Products president – packaged beverages Puneet Das said, “Tamil Nadu has always been a priority market for us. With Puthandu being such a culturally significant festival, we wanted to celebrate it in a way that felt both meaningful and modern. This print experience allowed us to bring together innovation and tradition just like our Tata Tea Chakra Gold Care blend, which combines the goodness of five natural ingredients with the taste that Tamil Nadu loves.”

    .Monks  SVP Kamala Venkateswaran the agency behind the concept, added, “TCPL has always celebrated hyperlocal, and year after year, our challenge has been to find beautiful ways to connect with Tamil consumers while keeping the cultural truth intact. This year, we brought culture and technology together in a new experience. The idea was to bring a smile and happiness to your home when you woke up and had your tea with your newspaper. We hope everyone enjoyed the experience. Wishing all Puththaandu Nalvaazhththukkal!”

    Tata Tea Chakra Gold Care is a blend crafted to reflect the wisdom of Tamil home traditions. It combines Adhimadhuram, Elaichi, Ginger, Tulsi, and Brahmi five ingredients known for their everyday wellness benefits in Tamil households. Through this campaign, the brand encouraged families to pause, reconnect, and celebrate their roots over a cup of tea that stands for Care, wellbeing, and the Tamil way of life.

  • L&T Finance drops TVC with Jasprit Bumrah as the ‘Game Changer’ face of its Business Loan push

    L&T Finance drops TVC with Jasprit Bumrah as the ‘Game Changer’ face of its Business Loan push

    MUMBAI: In a pitch-perfect blend of yorkers and rupees, L&T Finance Ltd. (LTF) has launched its new television commercial featuring ace pacer Jasprit Bumrah, casting him as the face of its business loan offering. The TVC, which aired on 17 April 2025, leans into the tagline ‘Aapke Business Ka Game Changer’—and if Bumrah’s on-field stats are anything to go by, LTF is clearly gunning for precision, consistency and high-impact delivery.

    Airing across business news channels, the ad isn’t just a celebrity plug; it’s LTF’s signal to entrepreneurs that it’s time to bowl over cash crunches with a digital-first, no-fuss approach to business loans. The campaign promotes features like a fully digitised loan process, swift disbursal of funds, and app-based withdrawal—each engineered to help SMEs and entrepreneurs flex financial agility in real time.

    “We are delighted to launch our new TV commercial for Business Loan with Jasprit Bumrah. In today’s rapidly evolving economic landscape, the ability to secure agile and dependable financing is no longer a luxury, but a fundamental necessity for businesses to not only survive, but to truly flourish,” said LTF MD & CEO Sudipta Roy. “Our commitment extends beyond simply providing funds as we aim to be a strategic partner in our customers’ success.”

    What sets the product apart in a sea of templated loan schemes?

    Think digital onboarding, instant access to funds, and the ability to dip in via app as and when required—features LTF believes will turn it into a go-to name for India’s growth-hungry businesses.

    And who better to symbolise that than Bumrah, the man who can swing a match on a single ball? “Our brand ambassador Jasprit Bumrah is renowned for his precision, consistency, and ability to deliver under pressure. He embodies the qualities of a ‘Game Changer’,” said LTF CMO Kavita Jagtiani. “Our TV commercial strategically leverages his image to effectively communicate the reliability and high-performance nature of our Business Loan offerings to a vast audience.”

    Beyond television, the campaign is going for maximum visibility with hoardings, airport branding across Mumbai and Delhi, inflight magazine placements, and a digital blitz that includes influencer marketing, microsites and social media activations. The integrated media rollout will target high-growth metros like Bengaluru, Kolkata, Ahmedabad, Hyderabad, and Jaipur.

    The ad is a sharp delivery in an economy where small businesses often face bouncers when it comes to funding. Now, with Bumrah in their corner, LTF hopes businesses will finally feel like they’ve got the right arm of support.

    Watch the commercial here:

  • TCM Sports hits a six with Nobel Dhingra as new chief operating officer

    TCM Sports hits a six with Nobel Dhingra as new chief operating officer

    MUMBAI: It’s not just athletes making headlines this time, it’s the boardroom getting the spotlight. TCM Sports, one of India’s most seasoned sports marketing companies, has roped in Nobel Dhingra as its new chief operating officer, signalling a bold step toward global expansion and digital reinvention.

    With over 20 years of experience in steering powerhouse brands like Dabur Red, Pepsico’s 7Up and Quaker Oats, Nestlé, and Makemytrip, Nobel now brings his marketing mojo to the high-energy world of sports. A graduate of FMS Delhi and a former youth cricketer from Chandigarh, he’s no stranger to competition or teamwork qualities that TCM is banking on as it eyes a broader international playbook.

    “We are thrilled to welcome Nobel Dhingra to theTCM family,”said TCM Sports managing director Lokesh Sharma. “His proven track record at marketing iconic brands, scaling digital businesses, and entrepreneurial acumen will be instrumental as we chart our next phase of growth and expand TCM’s global footprint. His values and passion for sports mirror the very ethos of TCM.”

    From the pitch to the corporate suite, Nobel’s journey has blended strategy and sport. Most recently, he co-founded Vansaar, a fast-growing health and personal care startup, where he helped build the brand from scratch. Prior to that, his transition from traditional brand marketing to driving digital strategy at Makemytrip marked a shift in approach one that TCM now hopes to leverage as the company deepens its presence in the Indian subcontinent, Middle East, and international sports circuits.

    With three decades of legacy and a renewed leadership bench, TCM Sports is gearing up for its next innings and with Dhingra at the helm, it looks like they’re aiming for a global sixer.

  • Good Monk raises $2M in pre-series A led by RPSG Capital to spice up India’s nutrition game

    Good Monk raises $2M in pre-series A led by RPSG Capital to spice up India’s nutrition game

    MUMBAI: In a world where nutrition advice changes faster than Instagram trends and “health drinks” taste like sadness, one Indian brand is turning tables—and taste buds. Good Monk, the Shark Tank Season 4 breakout star and flagship brand of Bengaluru-based Superfoods Valley, has raised $2 million in a pre-series A round led by RPSG Capital Ventures. The round also saw existing investors—Multiply Ventures, Sharrp Ventures, and Thinkuvate—double down on their belief in the clean-eating disruptor.

    Announced on 17 April 2024, the fundraise signals a strong vote of confidence in Good Monk’s refreshingly no-nonsense approach to health. Co-founded by Amarpreet Singh Anand and Sahiba Kaur—two parents tired of navigating the nutrient jungle—Good Monk has made it its mission to “smuggle” nutrients into Indian households, minus the taste tantrums and pill fatigue.

    “At Good Monk, we believe that nutrition should be easy, effective, and clean. Our mission is to empower Indian families to take control of their health without compromising on taste or convenience. We are thrilled to have RPSG Capital Ventures partner with us in this journey and are grateful for the continued belief by existing investors – Multiply Ventures, Sharrp Ventures & ThinKuvate who participated in the round,” said Good Monk co-founder Anand.

    The brand’s hero product is a nutrition mix that invisibly boosts meals for kids, adults, and even the 50+ crowd.

    No smell.

    No weird taste.

    No complicated regimen.

    Just modern science meets traditional wisdom—served in stealth mode. Sounds like the kind of ninja every kitchen needs.

    “Unhealthy wellness products masquerading as healthy options… that’s one of the biggest challenges today,” said co-founder Kaur. “The partnership with RPSG Capital Ventures will facilitate investing in R&D and product development to present better nutritional alternatives.”

    The company, which recently scored a deal from Vineeta Singh on Shark Tank India, claims to have grown 11 times in just 12 months. Fuelled by innovation, diversification, and mentorship from industry stalwarts like Sanjay Ramakrishnan (Multiply Ventures) and Rishabh Mariwala (Sharrp Ventures), the brand’s upward curve shows no signs of slowing.

    RPSG Capital Ventures’ managing partner Abhishek Goenka is betting big on that momentum. “We have strong conviction in nutrition, health and wellness as a space… Consumers are seeking innovative formats that make dietary supplements uncomplicated, convenient & effective. Good Monk has demonstrated impressive, clutter breaking, product innovation which we believe will disrupt the market significantly,” he said.

    Good Monk currently retails on its own website (www.goodmonk.in) as well as major platforms like Amazon and Flipkart. The brand has been expanding its digital footprint with the same gusto it shows in your morning smoothie.

    From ‘Shark Tank’ to supermarket shelves, Good Monk is proving that nutrition doesn’t have to be a chore—it can be cleverly disguised and clinically backed.

    If there’s one monk who doesn’t believe in suffering for health, it’s this one.

  • DS Group taps O9’s AI engine to turn supply chain chaos into a crystal-clear command centre

    DS Group taps O9’s AI engine to turn supply chain chaos into a crystal-clear command centre

    MUMBAI: When your empire stretches across 15 lakh retail outlets and five different sales channels, you don’t use spreadsheets—you use AI. DS Group, one of India’s heavyweight FMCG conglomerates, has teamed up with enterprise AI platform O9 to turbocharge its digital transformation and planning muscle across its business verticals.

    The DS Group-O9 partnership will roll out AI-powered forecasting, demand planning, and supply chain visibility enhancements across DS Group’s sprawling distribution ecosystem. That includes general trade, modern trade, ecommerce, quick commerce, and institutional channels—a web of more than 100 super stockists, 5,000+ distributors, and a direct-to-retail reach of over 15 lakh stores nationwide.

    “Our partnership with O9 marks a significant step in DS Group’s digital transformation journey. We aim to leverage their cutting-edge Enterprise Knowledge Graph and agile platform to drive scalability, enhance collaboration, and unlock predictive insights, crucial for navigating the dynamic Indian FMCG landscape and future growth,” said DS Group SVP, information technology Santosh K Singh.

    DS Group becomes one of the first major Indian FMCG players to tap into O9’s enterprise-grade AI suite—known for its modular setup, machine-learning forecasts, and sector-savvy Consumer Products Reference Model.

    O9’s predictive dashboards and planning algorithms will sit at the core of DS Group’s supply strategy, helping teams visualise performance, respond to disruptions, and unify siloed data sets in real time. PwC India is spearheading the implementation, with teams from all three organisations working like a single organism to get things live.

    “Multiple teams from DS Group, PwC and O9 came together as ‘one team’ throughout the journey that helped in smooth go live. We will now help in adoption through user engagement, training and support so that DS Group fully embraces the solution,” said PwC India director Rohit Saxena.

    O9’s co-founder & CEO Chakri Gottemukkala added, “We are extremely proud to partner with DS Group as they modernise their planning capabilities across core business units. The company’s focus on unifying data, teams and planning processes reflects a clear commitment to agility and long-term value creation.”

    The digitisation push comes at a time when India’s FMCG sector is sprinting to keep pace with shifting demand signals, inflation tremors, and rising consumer expectations. With its new AI toolkit in play, DS Group looks ready to turn planning paralysis into predictive precision.

  • Conrad Pune flips the script with Conread, a literary salon for serious (and stylish) readers

    Conrad Pune flips the script with Conread, a literary salon for serious (and stylish) readers

    MUMBAI: In a city where reading in public is often mistaken for prepping for UPSC, Conrad Pune is on a mission to glam up bookworming. The luxury hotel is launching Conread, a monthly literary initiative that promises to bring together sharp minds, sharper questions, and a serious love for the written word—all set against the five-star finery of one of Pune’s swankiest addresses.

    Kicking off on 21 April, just ahead of World Book Day, Conread is Conrad Pune’s plush new chapter in culture curation. Think intimate conversations with top authors, deep dives into everything from fiction to finance, and evenings where literary crushes might actually be seated next to you.

    The premiere edition features bestselling author and finance whiz Devina Mehra, in conversation with Mint’s head of personal finance Neil Borate. The duo will unpack Mehra’s new release Money, Myths and Mantras – The Ultimate Investment Guide, followed by an audience Q&A and book signing session.

    “With Conread, we are opening our doors to a new kind of luxury which is intellectual, immersive, and community-driven. This series is our way of giving back to the cultural fabric of Pune by creating a space where book lovers and thinkers can gather, converse, be bold and stay inspired. We’re thrilled to launch this journey with Devina Mehra and look forward to many more chapters to come,” said Conrad Pune general manager Abhishek Sahai.

    Mehra, who is rarely short on candour or capital insight, said, “I’m excited to be part of the inaugural edition of Conread at Conrad Pune. The combination of my two favourites, books and investing/ finance in spaces that feel open, warm, and genuinely curious, sounds just perfect. And I have no doubt this evening will be just that. I truly appreciate Conrad Pune for creating a space where stories, questions, and real-life insights could flow freely. I look forward to sharing my journey and insights with everyone.”

    The concept merges literature with luxury and intellect with indulgence. Each edition of Conread promises intimate author interactions paired with that classic Conrad hospitality—elevating the humble book club into a literary salon with candlelight, canapés, and conversation that crackles.

  • Rural India tightens purse strings, but swipes right on digital

    Rural India tightens purse strings, but swipes right on digital

    MUMBAI: Rural India, it seems, is having a bit of a digital dance while keeping a tight grip on its wallet. GroupM and Kantar’s Rural Barometer Report 2025 reveals a nation grappling with the ‘pinch-penny’ reality of rising expenses, yet diving headfirst into the digital deep end.

    Forget the quaint image of the village square; rural India is now scrolling, streaming, and swiping with gusto. Seven in ten rural consumers are now online, a whopping 28 per cent jump since 2022. Social media, video content, and instant messaging? They’re the new village gossip, especially among the young and the loaded. But hold your horses, television and newspapers still hold sway with the older crowd, proving that old habits die hard.

    Financial anxieties are playing a havoc with household budgets. Three out of four rural Indians are fretting about their finances. Younger, flashier spenders are cutting back on the big toys—durables and vehicles—while the older, thriftier lot are keeping things steady. Personal loans are on the up, suggesting a ‘bit of a pickle’ as folks juggle their cash. But, there’s a glimmer of sunshine; job security optimism is bouncing back..

    The government’s PM Garib Kalyan Yojana, especially the free rations, is a ‘real life-saver’, proving that a bit of state-sponsored generosity goes a long way.

    GroupM India managing director -OOH solutions Ajay Mehta said: “The Rural Barometer Report is a strategic compass for brands navigating this dynamic landscape. As media habits evolve and digital adoption deepens even in the heartlands, it’s clear that a dual-channel strategy blending the scale of traditional with the precision of digital is essential. At GroupM, we see this as an opportunity for marketers to go beyond surface-level reach and build meaningful, hyper-local engagement. This report not only helps decode rural mindsets but also empowers businesses to craft smarter, more inclusive growth strategies for Bharat’s next chapter.”

    Kantar director- specialist businesses, insights division Puneet Avasthi  added, “As rural India  becomes more connected and conscious, brands must rethink how they engage with this  audience. The new rural consumer demands relevance, value, and authenticity. Marketers must  move beyond a one-size-fits-all approach to adopt hyper-local, digitally powered strategies,  while still leveraging the trust and familiarity of traditional media.”

    Brands must ditch the ‘one-size-fits-all’ claptrap. Rural India wants it real, relevant, and authentic. Go hyper-local, go digital, but don’t forget the old favourites.”

    In essence, rural India is a ‘right proper’ mix of caution and connectivity, a ‘digital dynamo’ with a keen eye on the price tag. Brands, take note: it’s time to get your digital act together, whilst still paying homage to the traditional.

  • Kaff Appliances brings Nalin Kumar on board as COO to cook up its next growth recipe

    Kaff Appliances brings Nalin Kumar on board as COO to cook up its next growth recipe

    MUMBAI: Leadership changes are usually corporate chess moves. But when the boardroom gets a seasoned operator with two decades of industry firepower, it’s more of a powerplay. Kaff Appliances, the premium kitchen appliance brand with a strong foothold in Indian homes, has appointed Nalin Kumar as its chief operating officer to stir up strategy, scale, and sizzle.

    The New Delhi-based firm made the announcement this April, citing Kumar’s rich legacy in consumer durables and electronics—and his knack for turning operations into well-oiled machines. In his new role, Kumar will run point on streamlining Kaff’s national operations, while sharpening customer and partner experiences across metros and tier two towns alike.

    “We are delighted to welcome Nalin Kumar to the Kaff leadership team. His deep industry knowledge and sharp operational acumen make him an ideal fit to lead our business into its next phase of growth,” said a company spokesperson.

    Kumar has held senior roles at several top-tier appliance brands and has earned stripes in GTM strategy, channel expansion, and operational execution. Translation? He’s navigated market chaos, won channel loyalty, and survived product launches that probably gave other execs ulcers.

    “I’m excited to be part of Kaff’s journey at such a pivotal time. The brand has a strong legacy in the Indian kitchen appliance market, and I look forward to working with the team to build on that momentum and deliver meaningful value to our customers and partners,” Kumar said.

    His appointment comes at a time when Kaff is sharpening its product portfolio, doubling down on innovation, and extending its urban charm to India’s rapidly digitising small-town shoppers. Insiders suggest that Kumar’s onboarding signals a laser focus on operational finesse and agility across functions.

    At a time when the kitchen is becoming smarter, sleeker, and sassier, Kaff’s move to install a COO with hands-on retail and ops firepower is no coincidence.

    The appliances may be plug-and-play, but growing a legacy brand in a hyper-competitive market? That takes more than a timer and auto-clean tech.