ITV

Category: MAM

  • Asian Paints brushes off worries with a campaign that’s a stroke of genius

    Asian Paints brushes off worries with a campaign that’s a stroke of genius

    MUMBAI: When it comes to painting their dream homes, Indian homeowners often find themselves in a tight spot juggling budgets while hoping for quality that lasts. Asian Paints is stepping in with a game-changing proposition through its latest campaign, Budget Kam, Warranty Mein Dum, spotlighting its ace exterior emulsion and tractor emulsion. These paints don’t just coat walls, they promise long-lasting beauty and durability, backed by a four-year warranty.

    Conceptualised by Ogilvy Mumbai and directed by Shayak Roy, the campaign brings a light-hearted, humorous take on consumer confidence. The TVC follows homeowners who repeatedly bet on their walls’ resilience and win every time, proving that with Asian Paints, there’s no need for compromise. The film cleverly underlines the brand’s core promise high-quality, long-lasting finishes at a pocket-friendly price.

    Commenting on the launch, Asian Paints MD and CEO Amit Syngle said, “At Asian Paints, we are committed to making quality offerings and innovation accessible to every homeowner. With Ace Exterior Emulsion and Tractor Emulsion, we have been delivering best in class performance, durability, and aesthetics all at a price that fits the consumer’s budget. This campaign reinforces our belief that homeowners should never have to compromise between affordability and excellence and reflects our ongoing effort to lead the market by anticipating and addressing evolving consumer needs. This value-offering has an unbeatable four-year warranty that fortifies our promise of unmatched quality to the end consumers”

    Ogilvy India chief creative officer Sukesh Nayak added, “Consumers often assume that budget-friendly paints may not offer long-term durability. However, Asian Paints Ace and Tractor Emulsions break this misconception by delivering a cost-effective yet superior finish with a warranty that assures reliability. Our campaign creatively highlights this proposition in an engaging and relatable way.”

    With these propositions, Asian Paints further strengthens its leadership position in the category. Ace and Tractor Emulsions are trusted by homeowners for consistently delivering beautiful, durable finishes for both interior and exterior walls, setting highest standards for value and reliability. Designed to protect and enhance every home, they offer the perfect blend of affordability, performance, and aesthetic appeal, making them a preferred choice for value-conscious consumers.

    With ace and tractor emulsions, Asian Paints continues to lead the market with its unbeatable blend of affordability and quality. Designed for both interiors and exteriors, these emulsions offer a superior finish, weather resistance, and long-term reliability.

    As homeowners look for cost-effective yet high-quality solutions, Asian Paints ensures they no longer have to choose between budget and brilliance because with this campaign, it’s clear that every home deserves the best, without breaking the bank.
     

  • TVS Motor turbocharges its global team with Peyman Kargar at the helm

    TVS Motor turbocharges its global team with Peyman Kargar at the helm

    MUMBAI: Bengaluru has just thrown another spice into the global business curry with TVS Motor Company’s latest executive shuffle. The appointment of Peyman Kargar as head of international business isn’t just another corporate chess move—it’s akin to placing a turbocharger in an already speeding vehicle. Settling in Dubai, Kargar is expected to race through the global markets with the grit of a seasoned rally driver.

    With a swagger that could rival any high-flyer’s, Kargar steps into his new role with over three decades of vrooming across the automotive sectors of Europe, Asia, and the middle east. “Peyman’s prolific global leadership experience and expertise will add significant value to the company,” declared TVS Motor Company director & CEO K.N. Radhakrishnan.

    Having previously chaired the luxury skids as Infiniti global chairman & president, and having steered Nissan’s Datsun across 80 countries, Kargar isn’t new to the fast lanes. His stint with Infiniti turned heads not just for sleek designs but for robust sales, catapulting the brand’s volume by 20 per cent and cruising towards a billion-dollar profit mark. Before his grand tour with Nissan and Renault, Kargar had already been mapping the terrains of 50 countries, steering a whopping 4 billion euros in turnover. It’s safe to say, when it comes to the global auto-route, Kargar knows every shortcut and speed bump.

    Stationed in Dubai, the crossroad of continents, Kargar’s gearbox is well-equipped with a Mechanical Engineering degree and an MBA focusing on finance, strategy, and leadership. This isn’t just about managing auto parts; it’s about driving a corporate philosophy that shifts gears towards expansive horizons. “We are confident that under his leadership, we will further strengthen our market position and continue to set benchmarks. We wish him the very best and welcome him to the TVSM family,” Radhakrishnan revved up.

    For now, Kargar’s hands are firmly on the wheel, and it looks like he’s got the road map to success.

  • Dabur Red brushes up awareness on fluoride-free oral care

    Dabur Red brushes up awareness on fluoride-free oral care

    MUMBAI: In a bold move to redefine oral health conversations, Dabur Red Paste has launched the ‘Switch to fluoride free’ campaign, questioning the long-standing presence of fluoride in toothpaste. The month-long initiative aims to spark a nationwide dialogue on the potential risks of fluoride, especially in regions where its overconsumption is already a concern.

    Taking the conversation beyond the toothbrush, the campaign will travel across multiple cities, educating consumers about oral care ingredients that are often overlooked. It aims to debunk myths surrounding fluoride’s role in oral hygiene and highlight the need for more natural alternatives.

    Dabur India has partnered with Mixed Route Juice, a Delhi- and Bangalore-based marketing agency, to execute the campaign through on-ground activations, influencer collaborations, and digital storytelling.

    Dabur India Ltd executive vice president for marketing Abhishek Jugran said, “With this campaign we aim to drive awareness towards a crucial but often times concealed issue. Our goal is to ensure that consumers make informed choices for themselves that will automatically lead to a healthy population. We are also aiming to shake up traditional marketing beliefs with this campaign. Everything that works for the international market isn’t in the best interest of Indian Markets. Our products are centered around effortlessly plugging in the need gaps in Indian markets with Natural Ingredients that have been tried and tested over years. Our call out to our consumers is simple. Read up, research and make independent informed choices.”

    Speaking about the campaign, Mixed Route Juice founder & creative director Amrita Sharma said, “At MRJ, we are all for meaningful, purpose driven communications. We are grateful that this opportunity came our way and we could add Dabur and the product Red toothpaste in particular to our portfolio. We’ve used a mixed media touch-points approach where digital becomes a central pillar, on-ground activations driven in priority markets to spread awareness and influencers as media vehicles for driving conversations.”

    For decades, fluoride has been positioned as a cavity-fighting hero in toothpaste. However, emerging research suggests that excessive fluoride exposure can lead to skeletal fluorosis, thyroid dysfunction, brittle bones, and cognitive issues in children. Studies indicate that fluoride levels exceeding 1.5 mg/L in drinking water could be linked to lower IQ levels in children.

    Despite its widespread use, fluoride can accumulate in the body over time, raising concerns about long-term health effects on bones, the liver, kidneys, and mental well-being. Given these risks, fluoride-free oral care is gaining global traction, with many experts advocating for a shift to safer, natural alternatives.

    With ‘Switch to fluoride free’, Dabur Red is challenging conventional wisdom and urging consumers to take a closer look at their toothpaste choices. As the movement gains momentum, one thing is clear, oral health conversations are getting a much-needed refresh.

  • GoSats turns digital gold into a daily SIP making micro-investing shine

    GoSats turns digital gold into a daily SIP making micro-investing shine

    Investing in gold just got a digital glow-up! GoSats, India’s leading asset-based rewards platform, has unveiled an innovative Systematic Investment Plan (SIP) that makes investing in 24-carat digital gold as easy as a tap on your smartphone. Designed to simplify gold investments, this SIP allows users to invest as little as Rs 10 per day, offering seamless liquidity and hassle-free transactions.

    With over 2 crore Indians already investing in digital gold, GoSats aims to remove entry barriers, boost accessibility, and create a smarter, more engaging investment ecosystem. As an added golden touch, one lucky user who starts their SIP during the launch period will win 1 gram of digital gold, with the winner announced on 2 April.

    The SIP launch follows GoSats’ recent debut of GoSats AI, India’s first AI-driven shopping companion that helps users find the best online deals and maximise their rewards in digital gold and sats. By integrating AI-powered passive investing with digital gold SIPs, GoSats is revolutionising wealth-building for a new generation of investors.

    “Indians have always trusted gold, and digital gold has now emerged as the preferred investment option for millennials and Gen Z,” said GoSats co-founder & CEO Mohammed Roshan Aslam. “Our SIP simplifies investments with low volatility, instant liquidity, and transparency, making micro-investing more attractive than ever. Coupled with GoSats AI, we’re creating a powerful ecosystem where users not only earn rewards but also passively invest for the future.”

    With Gen Z increasingly favouring digital gold for its affordability, flexibility, and steady returns, GoSats’ SIP eliminates common hurdles like hidden charges and liquidity constraints. The combination of SIP and GoSats AI transforms everyday spending into a smart investment journey, making digital gold as rewarding as it is secure.

    As alternative finance gains momentum in India, GoSats is turning everyday transactions into wealth-building opportunities, one digital gold sip at a time. Now that’s a golden deal!

  • Ashish Mahendru hangs up boots as Sarup Industries CFO

    Ashish Mahendru hangs up boots as Sarup Industries CFO

    MUMBAI: In what can only be described as the corporate equivalent of dropping a bombshell and swiftly leaving the room, Ashish Mahendru waved goodbye to his role as chief financial officer at Sarup Industries Ltd. on 20 March 2025. Just when you thought the balance sheets couldn’t get any drier, Mahendru’s surprise exit has shaken things up like a martini—stirred, not shaken.

    In a terse statement, Sarup Industries confirmed the resignation, stating, “Take note of the resignation given by Ashish Mahendru from the post of Chief Financial Officer And KMP of the company w.e.f 20.03.2025.” Straight to the point, eh?

    Mahendru, a chartered accountant by profession, cited personal reasons for his immediate departure, requesting the board to promptly submit necessary paperwork to the registrar of companies, Punjab & Chandigarh. One might wonder if corporate bureaucracy was finally too much for our number-crunching protagonist to handle. Who knew financial statements could inspire such drama?

    In his resignation letter, Mahendru graciously reflected on his stint, saying, “I have been fortunate to employ in M/s Sarup Industries limited. I have learnt a lot during my tenure in your organisation and I take this opportunity to thank the board of directors for their support and guidance during my tenure.”

    The board meeting to address Mahendru’s resignation lasted just 20 minutes, perhaps indicating the CFO’s decision left little room for debate or perhaps the directors had lunch reservations they couldn’t cancel. Whatever the case, Sarup Industries is now on the prowl for a new financial wizard to crunch numbers and, hopefully, stay a tad longer.

    Was it the spreadsheets? Was it the relentless pursuit of EBITDA targets? Or perhaps Mahendru realised life’s ledger has more thrilling entries yet to be explored. Only time—and possibly a tell-all memoir—will reveal the real reason behind this quick exit.

  • Dentsu India charts the Martech map to decode digital dominance

    Dentsu India charts the Martech map to decode digital dominance

    MUMBAI: In a world where marketing meets machines, Dentsu India has launched its latest industry report, ‘Martech Landscape in India’, offering a deep dive into the nation’s ever-evolving Martech ecosystem. With digital transformation accelerating across industries, the report unpacks how businesses can harness AI, first-party data, and hyper-personalisation to drive real impact.

    The study comes at a time when India’s digital advertising market is projected to grow at a 19.09 per cent CAGR, touching Rs 59,200 crore by 2025. Driven by government initiatives like ‘Digital India’, Martech adoption is reshaping customer engagement, streamlining operations, and maximising ROI.

    The Martech landscape is rapidly evolving, driven by key trends that are reshaping digital marketing strategies. AI and automation are revolutionising the industry, with predictive analytics and AI-led tools enhancing decision-making and customer engagement. As privacy regulations tighten, brands are increasingly turning to first-party data strategies, making owned data a crucial asset for personalised marketing.

    Meanwhile, omnichannel and vernacular marketing are gaining traction, enabling brands to connect with diverse audiences through regional languages and voice search. The rise of e-commerce and digital retail is further fuelled by AI-powered personalisation, which is transforming the online shopping experience. Additionally, Tier 2 and 3 cities present untapped opportunities, as digital adoption surges beyond metro hubs, opening new avenues for growth and brand expansion.  

    The report underscores that Martech is no longer an option but a core business strategy. However, challenges such as integration complexities, data privacy concerns, and skill gaps must be tackled to unlock its full potential.

    Dentsu CEO for South Asia Harsha Razdan said, “I have always believed that technology is most powerful when it simplifies complexity. Martech is a great example of that – it helps businesses make sense of vast amounts of data and turn it into meaningful customer experiences. Today, it’s not about whether businesses use Martech, but how well they integrate it into decision-making and customer engagement. In India, we’re at that turning point. The companies that get this right will build stronger customer relationships and more resilient businesses. But success isn’t just about having the right tools – it’s about knowing what to focus on. This report is designed to help businesses cut through the noise, focus on what works, and turn Martech into real business impact.”

    Dentsu president & chief strategy officer for South Asia Narayan Devanathan added, “As the dots between media, creative, and customer experience connect more intimately, Martech has become the spine that unites these disciplines – enabling powerful, data-driven connections that drive meaningful outcomes. India’s Martech landscape is evolving rapidly, redefining how brands engage with consumers. By viewing Martech as the backbone of their business strategy, brands can unlock smarter solutions that fuel growth and impact. We’re proud to introduce this report as a valuable guide for brands looking to navigate and thrive in this ever-changing market.”

    As India’s Martech revolution picks up pace, Dentsu’s latest report serves as a roadmap for brands looking to navigate, adapt, and thrive in the digital-first era.

  • Sahara Star checks in new leadership to elevate luxury and innovation

    Sahara Star checks in new leadership to elevate luxury and innovation

    MUMBAI: Mumbai’s iconic luxury hotel, Sahara Star, has rolled out a suite of leadership appointments, reinforcing its commitment to guest excellence, operational efficiency, and culinary innovation. With a focus on elevating hospitality standards, these key promotions and new hires mark an exciting chapter in the hotel’s growth story.

    Santosh Singh steps up as hotel manager, bringing over 22 years of experience across hospitality, ITES, retail, and FMCG. Previously head of procurement for Sahara Star and Aamby Valley City, Singh has been instrumental in streamlining operations and driving cost efficiency. His strategic mindset and process-driven approach make him the perfect choice to lead the hotel’s next phase of excellence.

    Joining the ranks is Vikram Prakash Bhardwaj, appointed as head of revenue, strategy & growth. A specialist in AI-driven business intelligence and revenue management, Bhardwaj has nearly two decades of experience in driving profitability across hospitality verticals. His expertise spans rooms, F&B, banquets, memberships, and MICE, ensuring data-backed strategies for revenue optimisation.

    The culinary team gets a star addition with chef Ranjan Rajani taking on the role of corporate chef, Sahara Star & Aamby Valley City. With 23 years of experience across Oberoi, Marriott, and Hyatt, he has been at the forefront of menu innovation, kitchen excellence, and redefining fine dining experiences. Expect exciting new culinary creations under his leadership.

    Deepali Pinheiro, the newly appointed rooms division manager, moves up from her role as front office manager. Having worked with The Lalit, Western Hotel Abu Dhabi, and Almanar Hotels Dubai, she is set to redefine guest experiences by enhancing operational efficiency and front office service standards.

    “The strength of a great hotel lies in the passion and expertise of its people. Our new leadership team embodies this spirit, bringing valuable experience and fresh perspectives to Sahara Star. Their commitment to excellence will help us set new benchmarks in hospitality, ensuring exceptional guest experiences and operational success,” said Sahara Star general manager Salil Fadnis.

    In a dual role, Karishma Raghuvanshi takes over as head of training & recruitment at Sahara Star and business head of A-Star Academy, India’s only dedicated hotel school. With her strong background in talent acquisition and hospitality training, she is set to bridge the gap between industry talent and opportunity, shaping the future of hospitality education.

  • Zomato hits fast-forward, counts to ten and your food’s already arrived!

    Zomato hits fast-forward, counts to ten and your food’s already arrived!

    MUMBAI: When hunger strikes, patience isn’t exactly a virtue—it’s a myth. Zomato gets this, and they’re serving up a delicious solution quicker than you can say your favourite Indian cinema countdown. With their snappy new ‘Ek, Do, Teen…Dus!’ campaign, Zomato promises to deliver steaming hot meals in just 10 minutes, giving hangry customers a reason to ditch those stale crackers.

    Launching nationwide on 21 March 2025, the campaign uses four humorous short films, remixing the iconic Hindi song Ek Do Teen, creatively stopping at Dus, perfectly highlighting the lightning-fast 10-minute delivery promise of Zomato Quick.

    Relatable? Absolutely.

    Entertaining? Unquestionably.

    Now, your midnight cravings have officially met their match.

    “At Zomato, we recognize that our consumers today expect instant solutions, and with Zomato Quick, we’re delivering just that—hot and fresh food in only 10 minutes,” explained Zomato marketing head Sahibjeet Singh Sawhney. “In our films, we’ve used a fun, nostalgic approach to drive home the message of convenience and speed. We have used the iconic Hindi song Ek, Do, Teen, Char,… Our aim is that ads should not feel like ads; they should always entertain and bring a smile.”

    How does Zomato Quick manage this supersonic feat, you wonder? By curating menus with dishes that are quick to whip up, partnering with nearby restaurants, and leaving no room for hunger-induced despair.

    The multi-channel campaign blitz covers all bases, featuring digital and social media promotions, OTT platforms, out-of-home advertising, influencer tie-ups, and even innovative packaging—ensuring no one misses the memo.

    Currently, Zomato Quick is already operational across 15 cities, making ‘fast food’ faster than ever. Forget 30-minute pizza deliveries; that’s practically snail mail compared to Zomato’s Quick!

    So, next time you’re hit by those stomach grumbles, remember: Zomato Quick counts just to ten, and voilà—your meal is at the door. 

  • Tata Motors revs up, hits the curvv with Indian cinema star Vicky Kaushal

    Tata Motors revs up, hits the curvv with Indian cinema star Vicky Kaushal

    MUMBAI: When Indian cinema charisma meets automotive innovation, sparks fly—quite literally. Tata Motors, not content with merely leading India’s automotive race, just turbocharged their brand appeal by roping in Indian cinema’s versatile superstar, Vicky Kaushal. Known for breaking barriers and roles alike, Kaushal is the perfect fit for Tata Motors, a brand always steering boldly off the beaten track.

    Launched with the vibrant ‘Take the Curvv’ campaign this IPL season, this high-octane partnership reflects Tata Motors’ commitment to rewriting the rules of mobility. ‘Take the Curvv’ isn’t just about taking turns; it’s about swerving boldly away from the ordinary, a philosophy both Tata Motors and Kaushal embody.

    “At Tata Motors, we are constantly pushing boundaries and setting new standards of excellence,” says Tata Passenger Electric Mobility Ltd CCO Vivek Srivatsa. “We are proud to welcome Vicky Kaushal, whose values align with ours—authenticity and positive disruption. Both Vicky and Tata Motors share an unwavering pride in India. With innovation at the core of our brand, the ‘Take the Curvv’ campaign celebrates individuals who choose to carve their own path.”

    Equally thrilled, Kaushal expressed, “I am thrilled to make my foray into the world of cars with Tata Motors—a homegrown brand that has redefined how India travels. Tata Motors’ unwavering legacy, coupled with its relentless commitment to innovation and disruption, perfectly reflects my own passion, making this partnership a natural choice.”

    The campaign introduces the Tata Curvv, a mid-SUV designed to shake up the market with its striking aesthetics and category-first features. As Vicky speeds through dynamic 20-second IPL spots, he mirrors the spirit of the Curvv, championing boldness, innovation, and individuality.

  • Reema Jain rides off into sunset, resigns as chief information & digital officer at Hero Motocorp

    Reema Jain rides off into sunset, resigns as chief information & digital officer at Hero Motocorp

    MUMBAI: Hero Motocorp is about to lose one of its digital superheroes. Reema Jain, the driving force behind Hero’s ambitious digital transformation, decided it’s time to hang up her cape and ride off towards fresh adventures. After steering Hero Motocorp through a whirlwind digital overhaul spanning R&D, supply chains, marketing, and customer engagement, Jain officially announced her departure, effective 17 April 2025.

    Under her leadership, Hero built a robust platform-product structure, establishing from scratch a dream team specialising in data science, digital engineering, cyber security, connected platforms, martech, and cloud computing. Jain masterminded key revenue-driving platforms like direct to customer, a slick customer app, and eFin, a finance aggregator platform.

    Before her time at Hero, Jain brought digital dynamism to Vodafone Idea, Unilever, and GE, showcasing an unmatched ability to weave tech magic into corporate giants. Her tenure included significant roles such as chief digital officer at Vodafone Idea, IT director at Unilever, and multiple leadership roles at GE.

    Now, as Jain moves on, Hero Motocorp faces the challenge of filling the sizeable shoes she leaves behind. The question isn’t just who will follow—but who dares to?

    As Hero prepares to wave goodbye, one thing’s clear: Jain rewrote the digital rulebook.