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Category: MAM

  • Anuja Trivedi named chief strategy and marketing officer as Shemaroo eyes next phase

    Anuja Trivedi named chief strategy and marketing officer as Shemaroo eyes next phase

    MUMBAI: Shemaroo Entertainment has expanded the remit of Anuja Trivedi, elevating her to chief strategy and marketing officer (CSMO). In addition to leading marketing, she will now head the central strategy team, cementing the company’s sharper focus on long-term growth, integrated brand positioning and closer consumer alignment.

    Since joining as chief marketing officer in 2023, Trivedi has driven brand growth and boosted visibility for Shemaroo’s TV, OTT and digital platforms. In her expanded role, she will spearhead strategic initiatives and work with cross-functional leaders to unlock synergies across the group’s diverse business verticals.

    She brings broad experience spanning strategy, revenue and content, with stints at Disney Star, World Gold Council (WGC), McKinsey & Company, Morgan Stanley and PwC. At Disney Star, she shaped content strategy for TV and digital, driving Disney+ Hotstar subscriptions and improving TV market share in key genres.

    “Anuja’s role expansion comes at a time when we are sharpening our strategic priorities to stay ahead in an evolving media and entertainment ecosystem,” said chief executive of Shemaroo, Hiren Gada. “Her deep understanding of consumer behavior, market dynamics, and business transformation will be instrumental as we move into our next phase of growth.”

    Chief operating officer of Shemaroo, Arghya Chakravarty added, “Over the last two years, Anuja has been instrumental in shaping Shemaroo’s brand story. Her expanded role reflects our belief in her ability to bridge strategy with execution, drive cross-functional alignment, and keep the consumer at the center of all decisions.”

    With Trivedi’s new mandate, the brand is amplifying its bet on strategy-led brand building and future-ready planning as it caters to the changing tastes of Indian and global audiences.

  • Eastern’s new campaign stirs Kerala’s age-old love affair with sambar

    Eastern’s new campaign stirs Kerala’s age-old love affair with sambar

    MUMBAI: Now here’s some food for thought: Eastern, Kerala’s leading spice and masala brand, is stirring the pot with its new campaign “Sambar Poru” (Battle of Sambar). The playful film celebrates the state’s age-old love affair with sambar, a dish that comes in as many variations as Kerala has districts.

    The brand’s consumer research revealed two camps of loyalists: those who swear by the classic balanced version, and those who prefer the punchier kayampodi (asafoetida-heavy) profile. Rather than choosing sides, the brand is embracing both, spotlighting its Sambar Powder and Thani Nadan Sambar Powder.

    The TVC brings this to life through a light-hearted culinary face-off between a mother and daughter, each defending her sambar style. As relatives gather and the son-in-law plays the enthusiastic referee, both sambars win equal love.

    “Kerala’s love for sambar is as nuanced and diverse as the state itself- shaped by tradition and generations of homegrown recipes,” said Girish Nair, CEO of eastern business unit. “This campaign is a tribute to the regional pride and varied choices we see in kitchens across the state.”

    Elango M, vice president of FCB India added, “From the length and breadth of Kerala, there are different types of Sambar! It’s a very versatile dish, so in our campaign, the task was to show that Eastern caters to different preferences. So, we created the ‘Battle of Sambar’ as the creative device [sic].”

    Running from 21 August to 15 September across TV, radio, cinema, digital and on-ground activations, the campaign promises to keep Kerala talking and tasting.

  • Shraddha Kapoor fronts Eureka Forbes’ ‘Chakachak Clean’ campaign

    Shraddha Kapoor fronts Eureka Forbes’ ‘Chakachak Clean’ campaign

    MUMBAI: Eureka Forbes, one of India’s most  trusted names in home health and hygiene, has roped in the Stree 2 actor to front its latest ‘Chakachak Clean’ campaign. The spotlight is on the Forbes Smartclean Robotic Vacuum Cleaner: a sleek device promising 99.9% dirt removal, hard-to-reach corner coverage, pet hair pick-up, and even wet mopping, all at the tap of a phone.

    In the campaign film, Kapoor personifies the brand’s vision of modern, effortless living: vibrant, fuss-free, and, of course, chakachak. Much like the robotic cleaner, she glides with ease, showing how keeping a home spotless no longer needs to feel like a chore.

    “Cleanliness in Indian homes has often been seen as a chore, but with Shraddha Kapoor and Forbes Smartclean, we are reframing it as effortless, essential, and empowering,” said Eureka Forbes, chief growth officer, Anurag Kumar. “The Forbes Smartclean robotic vacuum cleaner is a powerful device that delivers the highest level of clean- Chakachak Clean, in every home.”

    Echoing the sentiment, Kapoor added, “With innovations like the Forbes Smartclean Robotics range, which blends intelligent technology with effortless convenience, Eureka Forbes is redefining the future of home hygiene.”

     

  • Suppandi scores big as CIBIL marks 25 years with comic twist

    Suppandi scores big as CIBIL marks 25 years with comic twist

    MUMBAI: Who knew a credit score could be comic gold? As Transunion CIBIL celebrates 25 years of building India’s credit backbone, it has teamed up with Amar Chitra Katha’s Tinkle to launch ‘CIBIL Ki Kahaniyan’, where everyone’s favourite dim-witted genius Suppandi moonlights as a financial literacy guru.

    The special comic sees Suppandi joined by Simran, his finance-savvy friend, and MyCIBIL, a personification of the credit score itself. Together, the trio use humour to unravel how credit works, why scores matter, and how responsible borrowing can shape futures. With nostalgia for grown-ups and fun for first-time earners, the campaign turns credit literacy into light reading.

    The comic book is just one part of a larger silver jubilee push. The outreach spans print, social media, and a multi-city radio campaign, all tied together by the tagline: “Sahi CIBIL Score, Badhaaye Khushi Ka Score”. The message is clear: a healthy score isn’t just a number, it’s a ticket to dreams, from a first home to higher education.

    And CIBIL’s track record is as impressive as its storytelling makeover. In 25 years, the bureau has partnered with 7,000 plus institutions, with over 164 million Indians self-monitoring their credit scores as of July 2025. Across two decades, more than 700 million individuals have gained access to formal credit, alongside 36 million commercial entities and 85 million active microfinance borrowers.

    Perhaps most striking is the gender shift: in just 10 years, 118 million women have entered the formal credit system, fuelling financial independence across households. Younger borrowers are also surging, thanks to targeted outreach and digital onboarding.

    “This milestone is not just about time, it’s about trust,” said Transunion CIBIL MD & CEO Bhavesh Jain who called the campaign a way to blend progress with personal stories of resilience and aspiration.

    Meanwhile, Tinkle editor-in-chief Gayathri Chandrasekaran admits her own team now checks their CIBIL scores after crafting the comic: “Suppandi was the perfect pick to make finance fun.”

    For a nation where finance often feels intimidating, Suppandi’s misadventures may just make credit confidence the next household story.

  • Parle rules the roost as Britannia bags snack crown in Brand Footprint 2025

    Parle rules the roost as Britannia bags snack crown in Brand Footprint 2025

    MUMBAI: Looks like Parle still has India eating out of its hand. The biscuit-to-snack giant has once again topped the charts as the most chosen in-home FMCG brand, retaining its #1 spot for the 13th year running with a whopping 8,605 million Consumer Reach Points (CRPs), according to Worldpanel by Numerator’s Brand Footprint India 2025. Right on its heels was Britannia at 8,241m CRPs, while dairy heavyweight Amul secured third place with 6,517m CRPs. Clinic Plus held steady at #4, but the real climber was Surf Excel, which finally scrubbed its way into the Top 5 in-home brands with 3,438m CRPs, rising from #8 in 2023 to #5 this year.

    Haldiram’s pulled off a masala move, breaking into the Top 10 in-home list for the first time, climbing from #19 in 2023 to #10 this year with 2,513m CRPs. Other standout performers included Balaji, which expanded its rural snack pack reach adding 10 million shoppers ( plus 22 per cent CRP growth), and Godrej Expert Crème, which boosted its shopper base by 15 million (plus 37 per cent CRP growth).

    When it comes to out-of-home (OOH) snacking, Britannia kept its crown with 655m CRPs, but it was Balaji that made the biggest crunch, jumping to #2 with 510m CRPs, followed by Haldiram’s (460m), Cadbury (458m), and Parle (299m). Amul also rose to #6, riding a creamy plus 19 per cent CRP growth.

    While FMCG brand choices in India grew in 2024, the pace was slower, dragged by a food and beverage sector slowdown. Yet, India continues to outpace global averages: 60:40 odds of growth here, compared to 50:50 worldwide. Interestingly, smaller brands are punching above their weight, showing higher CRP growth, while big players slow down.

    “Growth comes from expanding the shopper base, whether through innovation, new formats or deeper rural reach. India remains a vibrant market with challenger brands steadily gaining ground,” said Worldpanel by Numerator MD for South Asia K. Ramakrishnan.

    With 414 brands across foods, home care, beauty, beverages and dairy in the study, the 2025 report confirms what Indians have always known whether at home or out, their brand loyalties are built bite by bite.

  • Ruralshores takes the Singhal route to global growth with new Group CEO

    Ruralshores takes the Singhal route to global growth with new Group CEO

    MUMBAI: From villages to boardrooms, Ruralshores is ready to go big and it has found its navigator. The rural outsourcing pioneer has appointed Tarun Singhal as group CEO of Ruralshores Integrated Business, signalling a bold new phase of AI-led transformation and global expansion. The company, already the world’s largest rural digital operations firm, employs over 3,500 colleagues across 14 centres nationwide. With Singhal at the helm, the focus sharpens on scaling Ruralshores’ “Scalable Workforce-as-a-Service” model, a unique blend of tech, talent and social impact designed to deliver value for global clients while empowering rural youth.

    Singhal arrives with heavyweight credentials, having driven digital transformation and international client growth at HCL and Sopra Steria. A recognised voice in Gen-AI strategy and digital innovation, he brings both gravitas and energy to a company that has long championed the marriage of cutting-edge tech with grassroots opportunity.

    “This is not just a transition, it is a launchpad,” said Ruralshores co-founder and director Murali Vullaganti hailing the appointment as a turning point in Ruralshores’ journey.

    For his part, Singhal painted a vision of rural India powering global digital ambitions: “Teams are geared up to revolutionise rural operations with AI-enabled, ESG-supported, data-driven services, aligned with the vision of Viksit Bharat. We’re set to transform work in complex, underserved environments, harnessing rural India’s exceptional talent.”

    With its unique dual promise reducing costs for startups and enterprises while maximising social impact Ruralshores is betting that its rural workforce model can be scaled into a global movement. And with Singhal now in the driver’s seat, the road ahead looks set to be both inclusive and innovative.

  • KathaVersse Media Network appoints Ravi Luthria as Chief Revenue Officer

    KathaVersse Media Network appoints Ravi Luthria as Chief Revenue Officer

    KathaVersse, the content IP company on a mission to build a “Marvel for Bharat”, has appointed Ravi Luthria as its Chief Revenue Officer.

    An IIM Lucknow alum and former Head of Videos at Pocket FM–US, Ravi is a seasoned strategic and entrepreneurial leader with over 20 years of cross-industry experience spanning content, FMCG, marketing, and content-tech. He has successfully led multi-crore P&L mandates, scaled content businesses, and built high-performance teams in India, the U.S., and beyond.

    With deep expertise in branded content IPs, IP monetization and scaling, and emerging technologies such as Generative AI, Ravi is known for combining big-picture vision with disciplined execution. 
    In his new role, Ravi will drive KathaVersse’s revenue engine, monetize Digital Commentary — the company’s flagship non-fiction platform with a 1.1M+ community and 120M+ monthly views — and lead its services division KVGYAPAAN. 

    Positioned as a Video-as-a-Service (VaaS) brand, KVGYAPAAN delivers high-impact, platform-optimized video campaigns for brands, social media content creation and strategy for brands including the high quality Micro Dramas for Micro Drama OTT’s and more. 

    With an ambition to become one of India’s largest IP companies, Ravi’s focus will be on integrating IPs with advertiser partnerships in innovative, ROI-driven ways — addressing a market where Indian youth now spend 3.5–4 hours daily consuming video content.

    “What impressed me most about KathaVersse is the absolute clarity and scale of their IP ambition. The founding team is already well on their way to making this vision a reality,” said Ravi.

    Aakash Kumar, CEO of KathaVersse, added: “Ravi is one of the most important additions to our core team — a game-changer for IP monetization and scaling. His content business expertise makes him the perfect fit for our next growth phase, as we gear up to launch 10+ universe- and format-driven long-form IPs over the next 15 months.”

    For partnerships and brand enquiries: connect with Ravi Luthria on LinkedIn. 
     

  • Top Retirement Plans for Salaried and Self-Employed Professionals in 2025

    Top Retirement Plans for Salaried and Self-Employed Professionals in 2025

    Retirement planning supports a structured financial approach for salaried and self-employed individuals. It allows individuals to prepare for future income needs after their active working years end. Planning early may help individuals set up regular income options. Various pension and annuity plans are available in 2025 for individuals with different financial goals. Also, many plans offer options such as immediate payouts or deferred income structures. This article explains the top retirement plans for salaried and self-employed professionals in 2025. 

    Retirement Plans for Salaried and Self-Employed Professionals 

    The retirement plan for salaried and self-employed professionals in 2025 is as follows: 

    National Pension System (NPS)  

    The National Pension System is a voluntary scheme managed by the Pension Fund Regulatory and Development Authority (PFRDA). It is available to salaried employees, government staff, and self-employed persons. Individuals contribute to their pension account regularly during their working years. At retirement, some part of the accumulated fund can be withdrawn as a lump sum, and the remaining portion may be used to buy an annuity plan. Contributions made under NPS are eligible for tax deductions under Section 80CCD. 

    Public Provident Fund (PPF)  

    The Public Provident Fund is a long-term savings scheme supported by the Government of India. It is available to both salaried and self-employed individuals. The scheme has a 15-year lock-in period, and contributions earn interest at a rate decided by the Ministry of Finance every quarter. The interest earned and the maturity amount are exempt from income tax. Individuals can contribute a fixed amount every year, and partial withdrawals are allowed after 6 years of opening the PPF account. 

    Annuity Plans  

    Annuity plans are available through life insurance companies and can be suitable for those nearing retirement. Individuals invest a lump sum amount, and the insurer provides regular payouts for life or a fixed duration. Annuity options include immediate annuity, deferred annuity, and joint life annuity. These plans do not allow the withdrawal of the principal amount but offer fixed income during the post-retirement period. An annuity plan can be helpful for self-employed individuals who want a predictable payout pattern. 

    Senior Citizens’ Savings Scheme (SCSS)  

    The Senior Citizens’ Savings Scheme is designed for individuals aged 60 years and above. It is available through banks and post offices. The scheme allows a one-time investment, and interest is paid quarterly. The interest rate is reviewed every quarter by the Ministry of Finance. SCSS has a tenure of five years and may be extended by three more years. The SCSS can be suitable for retirees who seek regular interest income in their retirement years. 

    Life Insurance Retirement Plans  

    Many life insurance providers offer pension or retirement-focused insurance policies. This plan combines savings with life coverage, and both salaried and self-employed individuals can buy life insurance retirement plans. This plan usually involves regular premiums or a one-time payment. On maturity, a part of the amount can be paid to the policyholder as a lump sum, while the rest is used to offer periodic income. Many life insurance retirement plans offer deferred annuity or immediate annuity options, based on the policyholder’s age and preference. 

    Atal Pension Yojana (APY)  

    Atal Pension Yojana is a government-backed pension scheme mainly aimed at unorganised sector workers. However, any Indian citizen between 18 and 40 years of age may join. People who enrol for this yojana can receive monthly pension benefits after reaching the age of 60. The contribution amount depends on the chosen monthly pension and the age of entry. 

    Voluntary Provident Fund (VPF)  

    The Voluntary Provident Fund is an extension of the Employees’ Provident Fund. It allows salaried employees to contribute a higher percentage of their salary beyond the mandatory EPF amount. The interest rate is usually similar to EPF. Additionally, it offers tax benefits under Section 80C, and the maturity amount is tax-exempt if certain conditions are met. VPF may suit those who want to increase long-term savings through payroll deductions. 

    Retirement-Linked Mutual Funds 

    Retirement-linked mutual funds are designed to support long-term retirement planning objectives. These funds typically follow equity or hybrid investment strategies and are suited for long-term goals. They may include lock-in periods and step-down strategies that gradually reduce equity exposure as the investor nears retirement. These funds are available to both salaried and self-employed individuals. Retirement-linked mutual funds provide flexibility in contribution amounts and allow investment through systematic investment plans (SIPs). 

    Conclusion 

    Retirement planning is an important part of long-term financial preparation. Choosing a plan with suitable annuity features may support future income after regular employment ends. Retirement products vary in structure and may include options for single life or joint life annuity, immediate or deferred income. Understanding how these options work helps individuals select plans that match their financial goals. It is important to review the terms of each policy carefully before making a decision. All information should be read directly from the official website of the provider for an accurate understanding. 

    Disclaimer: The information provided above is for informational purposes only and is not intended as professional or legal advice. The Insurance Regulatory and Development Authority of India (IRDAI) is not responsible for any decisions made based on the information. 

  • Yiota Pagoulatos takes charge of communications at International Emmy Awards

    Yiota Pagoulatos takes charge of communications at International Emmy Awards

    NEW YORK: Yiota Pagoulatos has been appointed director of communications and partnerships at the International Academy of Television Arts & Sciences, the body that runs the International Emmy Awards. She  took up the role in New York this month.

    The move caps eight years running Pink Orchid International, her boutique consultancy advising global media and entertainment firms on executive messaging, thought leadership and visibility. Her clients ranged from China’s CCTV and India’s DocuBay to Korea’s Something Special and the Mongolian National Film Council. She also fronted campaigns and partnerships at global markets including Mipcom Cannes, Banff, ATF Singapore and the Cannes Film Festival’s Marché du Film.

    Earlier, Pagoulatos spent nine years at Reed Midem, rising from coordinator to sales director. She handled sponsorships and content launches for clients including Lionsgate, DreamWorks, MGM, Miramax and Starz, managing multimillion-euro accounts and delivering high-profile premieres such as Power and The Book of Negroes.

    Her new brief at the Academy brings her back to the heart of international television, with a focus on growing the Emmys’ global partnerships and communications footprint.

  • KBC S17 onboards Godrej’s Locks & Architectural Solutions as official safety partner

    KBC S17 onboards Godrej’s Locks & Architectural Solutions as official safety partner

    MUMBAI: Locks & Architectural Solutions, a Godrej Enterprises Group company, has once again teamed up with Kaun Banega Crorepati (KBC) as the show’s Official Safety Partner for Season 17. This marks the brand’s second consecutive association with the nation’s most-watched quiz show, hosted by none other than Amitabh Bachchan.

    Locks and Architectural Solutions, a part of the Godrej Enterprises Group, has consistently set industry standards in the field of locks through continuous innovation, introducing products such as India’s first ‘Made in India’ digital lock, cutting-edge postmodern biometric and connected digital locks and even a lock with the 1st patented dual motion technology in the world.

    The collaboration goes beyond on-screen visibility. Each episode’s winner will take home not just prize money, but also a sleek digital lock, presented by Bachchan himself.

    “Kaun Banega Crorepati is a show that embodies trust and empowerment, values that align perfectly with our mission,” said Shyam Motwani, Business Head, Locks & Architectural Solutions on the partnership. “Through this partnership, we aim to inspire

    Indian families second time to embrace modern safety solutions that combine Godrej’s legacy of trust with the power of technology showcased through our iconic new product range, GSL D1 integration.”

    With features like biometric access, RFID, and app-enabled control, the brand’s new range, including the GSL D1 integration, aims to redefine what “safe” means in the digital age.

    “Viewers are invited to engage with the brand across social media platforms and explore its innovative product range at stores nationwide. Whether upgrading home security or learning more about digital safety, this partnership encourages every Indian to take a step toward a smarter, safer future,” added Motwani.

    This association marks a pivotal moment in the evolution of home safety in India, where tradition meets technology, and trust meets transformation.