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Tag: AkzoNobel

  • Mars Cosmetics welcomes Anshu Arora Sindhwani to lead innovation

    Mars Cosmetics welcomes Anshu Arora Sindhwani to lead innovation

    MUMBAI: Looks like Mars just found its next shining star. India’s fastest-growing homegrown beauty brand, Mars Cosmetics, has roped in Anshu Arora Sindhwani as head of product, as it powers into its next phase of innovation and category expansion.

    With over 15 years of experience painting success stories across beauty, colour cosmetics, and FMCG, Sindhwani is no stranger to creating products that don’t just sit pretty on shelves, they fly off them. Her career spans top-tier brands such as Akzonobel (Dulux), Colorbar, Mary Kay, and Win-Medicare, where she crafted high-performance portfolios that blended strategy, science, and sparkle in equal measure.

    At Mars, Sindhwani’s mission is clear: to make “Makeup for Everyone” more than a tagline. She will steer end-to-end product strategy from new product development and category planning to lifecycle management and innovation architecture. Her focus will be on building a robust pipeline of launches that balance creativity with performance and affordability, the winning formula that’s fast turning Mars into the people’s beauty brand.

    “MARS represents a new era in Indian beauty, bold, experimental, and deeply attuned to its consumers,” Sindhwani said. “I’m excited to build on this energy by crafting innovations that not only perform but also connect bringing together creativity, technology, and inclusivity in every formulation and finish.”

    Her words mirror the brand’s growing confidence that beauty need not be imported or inaccessible. Mars has steadily carved a niche as the Indian disruptor redefining what affordable glam looks like, taking cues from its consumers rather than dictating trends from boardrooms.

    Founded with the vision of democratising makeup, Mars Cosmetics has been among India’s most dynamic homegrown names in the beauty space, capturing hearts (and vanities) across Tier 1 to Tier 3 cities. Its vibrant, high-performance products have found favour with Gen Z creators, beauty professionals, and everyday users alike, powered by a deep understanding of what Indian consumers actually want from their makeup: fun, functionality, and fair pricing.

    Adding Sindhwani to the mix signals a strategic leap towards design-led innovation and global competitiveness. “We are thrilled to have Anshu join the Mars family,” said Mars Cosmetics business administrator Rishabh Sethia. “Her deep understanding of consumers, strategic mindset, and innovation-driven approach will help us strengthen our position as India’s leading product-driven beauty brand.”

    Sindhwani’s career reads like a masterclass in product-led storytelling. Known for her consumer-first, design-thinking approach, she has pioneered several first-in-category launches that pushed boundaries of what Indian beauty could be playful, potent, and proudly local.

    Her appointment comes at a pivotal time for Mars, which is expanding rapidly and cementing its image as India’s fastest-growing beauty brand. The company’s focus on building high-performance yet accessible formulations has positioned it as a favourite among digital-native consumers who crave both authenticity and affordability.

    As the beauty industry becomes increasingly crowded, Mars is setting its sights higher and its strategy sharper. With Sindhwani at the helm of product development, the brand seems poised to blend science with sass, data with dazzle.

    In an era where every brand claims to “innovate,” Mars’ real edge may just be in how it listens and now, how it lets a product visionary like Sindhwani lead that conversation.

    Because when Mars and innovation align, beauty might just find its new orbit.

  • Assembly Global appoints Vivekanand Kini as regional director APAC

    Assembly Global appoints Vivekanand Kini as regional director APAC

    MUMBAI: From Yahoo to Hungama, from HP to Akzonobel and now, the Assembly hall. Vivekanand Kini has joined Assembly Global as regional director for client experience, a move that marks the next chapter in a 15-year-plus career spent shaping digital journeys for some of the world’s biggest brands.

    Kini, who steps into the role this September, brings 18 years of experience across digital marketing, e-commerce, and client strategy, including 8 plus years in leadership positions. Most recently, he was regional head of digital & e-commerce at Akzonobel (2022–2025), where he spearheaded digital growth across Asia. Before that, he helmed HP’s digital marketing for over six years (2016–2022), leading campaigns and customer experience initiatives out of Gurgaon.

    His career foundation was laid at agencies and media firms: Havas Media (2013–2016) as associate director for media, Saatchi & Saatchi (2012–2013) as senior manager for client servicing, and Yahoo (2011) where he drove online media spends in retail. He began his digital journey at Hungama (2010–2011), managing brand solutions for marquee clients such as 7UP, Bacardi, LG, and Maruti Suzuki.

    At Assembly Global, Kini will be tasked with deepening client relationships, scaling regional strategies, and ensuring Assembly’s philosophy of Showup, Makechange, and Winwell translates into measurable client success. His portfolio of skills spans Adobe experience manager, marketing mix modelling, conversion optimisation, growth marketing, customer insight, and media trends expertise Assembly hopes will fortify its client-first positioning in Asia.

    Kini described the new role as a “perfect fit” for his passion for partnership and impact: “Mobility, technology and customer behaviour are evolving rapidly. This is an opportunity to reimagine client experience at scale, powered by both empathy and innovation.”

    For Assembly, a company known for its digital-first, culture-driven marketing approach, Kini’s appointment comes as it doubles down on APAC expansion and builds on its strong momentum with global clients.

    Looks like Assembly has found its newest building block and Kini is ready to cement lasting partnerships.

  • AkzoNobel India extends support to over 12,000 painters

    AkzoNobel India extends support to over 12,000 painters

    MUMBAI: AkzoNobel India is supporting the painter community by providing an out of turn pay-out through the annual loyalty program – Colour Guru. As part of this initiative, direct online transfers is being made to the bank accounts of over 12,000 painting contractors.

    AkzoNobel India MD Rajiv Rajgopal said, “At AkzoNobel, our priority is to keep our employees, their families, and our partners safe and well. As the situation continues to evolve, we are constantly adapting our actions. We launched several initiatives to help communities cope with challenges caused by the COVID-19 outbreak. Painting contractors are a significant part of our ecosystem and their livelihoods has been impacted by the pandemic. This early disbursement of funds is aimed at placing cash in the hands of painting contractors so that they are able to fulfil their essential needs and cater to any emergency during the extended lockdown period in India.”

    AkzoNobel India has adapted several existing projects launched as part of the company’s People. Planet. Paint. initiative – in response to the virus situation. These include e-health initiative for providing initial screening for coronavirus in villages near Bangalore. More than 1,000 people have been tested to date. Essential food items have been provided to 6,000 people who are mostly daily wage earners in Gurgaon, Gwalior and Navi Mumbai, including underprivileged children studying at AkzoNobel supported education centers.

  • Dulux Ambiance launches new brand announcer campaign

    Dulux Ambiance launches new brand announcer campaign

    MUMBAI: AkzoNobel, a leading global Paints and Coatings company and maker of Dulux Paints in India, unveiled a new brand campaign of Dulux Ambiance Velvet Touch – an exclusive range of super premium interior and special effects paints inspired by artisans.       

    The commercial which has been created globally by MullenLowe for countries that are launching Ambiance features a woman trying to select her next wall paint from a group of colourful characters, as they compete in a dance-off for her attention. Eventually deciding to paint her walls a shade of special effect, the character throws itself against the wall, lighting up the entire room.

    Rajiv Rajgopal, Managing Director, AkzoNobel India said, “Keeping in mind the upcoming festive season where consumers will be sprucing up their homes, we are elated to introduce the global brand for Super Premium Interior- Dulux Ambiance. India is the first country in South Asia where we have introduced the special effects collection. It’s a unique offering for our Indian consumers. It has been our endeavor to continuously develop innovative products, use our global expertise and local understanding to delight consumers.”

    Speaking about the campaign, Kim Potters, Global Marketing Communications Director at Akzonobel said, “The Ambiance range of paints empowers our consumers to express their personalities through their living environment. The campaign that we have made with MullenLowe, which is our global communication agency,  celebrates the joy of experimenting with colour and special effects in your home. The playful characters bring to life the range of feelings and sensations that different colours and effects have the unexpected power to evoke.”

    Alex Okada, Global Creative Director at MullenLowe said: “We wanted to capture not only the joy of the colours, but also the special effect textures of the new Ambiance range. Dance is the perfect way to express these features. The whole campaign is very sensorial. You see the colours, you can almost touch the textures, and you feel the vibe of the different dance styles. The doubts we all face when choosing the perfect colour for our home was the starting point for this campaign. The coloured paint characters show off and compete for the consumer’s attention using all their individual qualities. The work highlights how the colours and textures you choose to paint your home with say a lot about yourself, since the desired paint and effect is an expression of your own mental process.”

    Dulux has introduced six special effects paints, namely- Dulux Ambiance Marble, Metallic, Linen, Silk, ColourMotion and Desert.  These special effects paints create an entirely new designs and patterns which are inspired by artisans to provide craftmanship and personalization to the consumers.

  • Dulux Weathershield celebrates Republic Day with #HomesOfTheBrave initiative

    Dulux Weathershield celebrates Republic Day with #HomesOfTheBrave initiative

    MUMBAI:  On the occasion of India’s 70th Republic Day, Dulux Paints from the house of AkzoNobel, a leading paints and coatings company, launched the #HomesOfTheBrave initiative. The campaign aims to celebrate brave hearts of the Indian Armed Forces who leave their homes to protect ours.

    The digital campaign #HomesOfTheBrave showcases the stories of two such personnel from the armed forces: Sumitra Devi, Assistant Sub-Inspector, CRPF; and Ajoy Kumar Rabha, Sipahi, CRPF.

    The video campaign features Farhan Akhtar, the brand ambassador of Dulux. It highlights how the armed forces protect the country while staying away from their homes for extended periods of time. Through #Homesofthebrave, Dulux Weathershield initiated painting the homes of these heroes as a gesture of gratitude and a homecoming gift.

    AkzoNobel India managing director Rajiv Rajgopal said, “The Indian Armed forces have valiantly stood at the borders through tough tides and extreme weather conditions to protect the nation. With Dulux Weathershield’s #Homesofthebrave, we want to celebrate and acknowledge these brave hearts and support them in protecting their homes from the forces of nature.”

  • Dulux launches new campaign with Farhan Akhtar

    Dulux launches new campaign with Farhan Akhtar

    MUMBAI: Dulux, the decorative paints brand from AkzoNobel India, has unveiled a new TVC for its brand Dulux Velvet Touch.

    The campaign, titled ‘The Glow of Success’ featuring brand ambassador Farhan Akhtar, inspires consumers to showcase their achievements through the walls of their homes.

    The TV commercial channels the power of simplicity to cut through the clutter with Akhtar’s compelling discourse on an individual’s journey towards achieving success and then proudly displaying it through the glow on the walls of his house. The commercial portrays what the super-premium emulsion, Dulux Velvet Touch stands for – a partner to help you portray your accomplishments through the beauty of your walls.

    AkzoNobel cluster general manager of decorative paints for South Asia David Teng said, “We all work hard to achieve our dreams and celebrating them with our loved ones is equally important. With this new Dulux Velvet Touch TVC, we hope to motivate our consumers to not just decorate their walls, but to cherish their well-deserved accomplishments and success.”

    AkzoNobel India head of marketing of decorative paints Parth Udia added, “Our consumer understanding has revealed that personal taste and its expression in the beauty of one’s home is intrinsic to how today’s consumers behave. The brand’s journey thus far had helped it position itself strongly on being stylish and creatively inspired; our attempt this time around was to design a narrative that scored high on relatability.”

    The new creative has been made in Hindi and Bengali and is being aired across general entertainment, movies, lifestyle and news channels.

    Explaining the rationale behind the brand campaign, Dentsu One national creative director Titus Upputuru mentions, “The protagonist, played by Farhan Akhtar, bares the walls of all the conventional success symbols, choosing instead to portray it through the unique glow offered by the brand. The poetic expression of the voice over is something that we thought would go well with the celebrity’s surname.”

  • Dulux Paints ropes in Shraddha Kapoor as brand ambassador

    Dulux Paints ropes in Shraddha Kapoor as brand ambassador

    NEW DELHI: Actor Shraddha Kapoor has joined Farhan Akhtar as the brand ambassador for Dulux and its range of interior and exterior products.

     

    Akzo Nobel India Decorative Paints director Rajiv Rajgopal said, “Drawing from our in-depth understanding of consumer needs, Dulux aims to enrich people’s lives by bringing visual delight and lasting care to their surroundings by offering complete painting solutions. Together with Farhan Akhtar, Dulux’s new brand ambassador Shraddha Kapoor will be supporting our efforts at increasing the market for this iconic and truly international brand.”

     

    “India with a large and young population has a great demographic advantage. The average age of the 1.25 billion – strong Indian population will be 29 years in 2020. Shraddha Kapoor is a perfect fit as the brand ambassador to connect with this set of next gen consumers,” he added.

     

    Kapoor said, “I am excited about my association with a brand as versatile and vibrant as Dulux. Its philosophy of ‘Let’s Colour’ by way of expressing through their range of products has struck a chord with me. Dulux has been constantly evolving and offering consumers more to experiment with while decorating their homes. Home decoration is a significant medium of expressing one’s individual style and Dulux helps consumers in finding that style along with great performance.”

  • Dulux launches new ad campaign featuring Farhan Akhtar

    Dulux launches new ad campaign featuring Farhan Akhtar

    MUMBAI: AkzoNobel India’s decorative paints brand Dulux has launched its ‘Fashion Trends for Walls’ campaign for Dulux Velvet Touch. 

     

    The integrated campaign featuring brand ambassador Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls. Dulux Velvet Touch’s Fashion Trends is an offering of high-end emulsions (decorative paints). 

     

    Explaining the rationale behind the brand campaign, AkzoNobel India Decorative Paints director Rajiv Rajgopal said, “Being an international premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign bases its ideology on the brand’s best in class interior solutions that support customers in making their homes stylish.”

     

    “With Dulux Velvet Touch being at the heart of the campaign, its brand ambassador, Farhan Akhtar has been featured who has given life to this television commercial. The TVC is strongly flanked by print and outdoor advertisement, and active engagement through digital touch points and in store solutions. As a brand ambassador, Farhan Akhtar embodies the Dulux Velvet Touch’s core position of self-expression and style,” he added.

     

    Akhtar said, “I am very proud to continue my association with Dulux Velvet Touch, a brand that brings international appeal and offers best in class performance in interior solutions. Like the product, the new TVC of Dulux Velvet Touch is stylish and will appeal to the next generation of customers who are searching for ways to transform their living space into something that they are truly proud of. I personally had lot of fun working with the paint and the finished wall while making of this TVC.”

     

    Taproot Dentsu Communications co-founder and CCO Agnallio Dias said, “The Fashion Trend for Walls campaign of Dulux Velvet Touch caters to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wearing it on their walls.”

  • Dentsu paints new campaign for Dulux

    Dentsu paints new campaign for Dulux

    MUMBAI: AkzoNobel, a paints and coatings company and the maker of Dulux paints in India, is all set to change consumer perception about the beauty of their home inside out.

    Dulux paints, the flagship brand of the company, has recently launched a new integrated campaign for its exterior product, Dulux Weathershield Max. The campaign is handled by Dentsu Marcom – Taproot India and kick started with the unveiling of a new television commercial that plays on the concept of Door se sundar, kareeb se solid. The new TVC drives home the benefits of using a paint product that not only ensures an aesthetic looking house, but also ensures durability and protection of exterior walls against harsh weather conditions.

    Commenting on the campaign, Dentsu India Group chairman Rohit Ohri said, “As communication partners, the challenge before us was to disrupt current consumer behaviour in the exterior paints category with an insightful and hard-hitting campaign. Our brand idea of ‘how close are you to your home?‘ challenges consumers to re-evaluate their current choices and ‘take a closer look’ when it comes to painting the exterior of their homes.”

    The TVCs will be aired in four different languages – Hindi, Malayalam, Tamil, and Bengali – and follow a classic twist in the tale by drawing parallels between two separate situations that compel consumers to take a closer look at their homes.

    Akzo Nobel India director (sales & marketing, decorative paints) Rajiv Rajgopal said, “Dulux is a name synonymous with colours as well as innovative products that ensure longevity and durability of the walls of your home.  Dulux Weathershield Max is our flagship product in the performance and protection space and the latest campaign Door se sundar, kareeb se solidhits hard on the need for a product that not just renews the exterior walls, but also offers performance superiority of protection against harsh weather conditions. Weathershield Max is a technologically superior product enhanced with the innovative crack-proof technology that provides long-lasting protection and complements the appearance of homes.”

    He added, “The campaign weaves in the core philosophies and innovation that is unique to our brand. Through the campaign, we have tried to resolve the most common conflict of ‘what appears good from far versus what is good when seen up close’ when it comes to the beauty and protection of walls of your home. The concept of the TVC perfectly embodies the need for a technologically superior product that gives consumers the confidence to get up, close and personal to their house.”