Brand storyteller Deepti Gera swaps water bottles for wedding bands

MUMBAI: Deepti Gera has traded hydration for celebration. The marketing maven, who spent the past few years making Indians thirsty for Bisleri and gadget-hungry at Croma, has joined TBZ – The Original as general manager for brand, creative and content. It’s a shift from everyday essentials to once-in-a-lifetime sparkle—and she’s ready to make it shine.

With 15 years of creative firepower under her belt, Gera has built her reputation turning data into drama and insights into impact.  She has worked with a string of Indian consumer brands: Sony Entertainment Television, Amul, and a rotating door of agency heavyweights including Leo Burnett, Ogilvy, FCB Ulka and Havas. She’s the sort who sees digital, social, print and television not as separate beasts, but as chapters in the same brand story.

At TBZ, she faces a delicious challenge: how to keep a 100-year-old jewellery brand feeling fresh without losing the trust and craftsmanship that made it glitter in the first place. It’s heritage meets hustle, tradition meets TikTok. 

Gera seems unfazed. She’s reuniting with Kapil Budukh, a familiar collaborator, under the banner of “clear thinking, creative integrity, and strong leadership”—corporate speak for “we’ve done this dance before.”
Her philosophy? Creativity should surprise, connect and inspire—but never just for art’s sake. It’s got to move the needle, shift the merchandise, make the cash register sing. In her seven-month stint as assistant general manager at Bisleri last year, she’s proved she can do just that.

Now comes the real test: convincing an evolving luxury audience that TBZ isn’t just their grandparents’ jeweller. If anyone can make century-old gold feel like tomorrow’s must-have, it’s Gera. She’s already declared her love for storytelling. TBZ had better prepare for a plot twist.