MUMBAI: 6 December will end up being a memorable day for Rajesh Sethuraman. That is the day when the CEO of Godrej Indonesia was given an additional responsibility by the management of Godrej Consumer Products Ltd (GCPL) in Mumbai led by Sudhir Sitapati: to lead the group’s business transformation and digital agenda. GCPL made the appointment public by sending it to the Bombay stock exchange as is required by responsible and transparent companies.
The reason the responsibility was thrust on him was because the executive responsible for business transformation and digital Vijay Kannan at GCPL Mumbai was relocating to be with family in the United Kingdom.
Sethuraman is known to be a hardworking and focused senior executive who gets things done. The engineering graduate, and MBA from XLRI began his career as a product executive in Heinz India. From global brand manager -Radiant in Hindustan Unilever, he quickly rose to regional category leader south Asia laundry and then was moved to south Africa as vice-president Africa laundry.
His performance saw him being quickly promoted to vice-president home care division Africa. He once again shone over there and was transported back to Mumbai to help the mothership accelerate growth by rewiring its operation to deliver a superior customer experience. And in his words :”Unlock this across core sales and planning operations right through order to cash. Leverage external industry leading partners to deliver an integrated process tech and org combination which is future fit.”
That brought him to the notice of the GCPL management led by Sitapati -a former Hindustan Unilever man himself and who had worked with him while he was there – which made him an offer to build Godrej Indonesia and establish it as a best in class entity in Indonesia.
Which he has been in the process of doing. Rather successfully. Hence, the additional responsibility. Because Sethuraman is an executive who knows how to get things done, and mostly in time.
“He has previously led the digital transformation of Unilever’s operations across many markets in core sales and planning operations, from order to cash processes, successfully designing integrated operations, and leveraging technology and partnerships for business success,” GCPL informed the BSE in the regulatory filing.
MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown.
The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic.
The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother’s dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many.
Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for!
“During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection,” P & G India-fabric care chief marketing officer and vice president Sharat Verma said. “Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.”
Leo Burnett – South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”
MUMBAI: P&G laundry and fabric care brand, Tide has launched its latest digital campaign #TideforTime which aims to contextualise the importance of time for the families dealing with work-life balance, especially under the pressures of pandemic-induced lockdown. The brand shines the spotlight on the story of many households, where work and everyday tasks take up most of the time, leaving little time for anything else, by raising an important question – ‘Are we spending our time on what’s really important?’. The ad draws inferences, from a recent survey conducted in partnership with Tide which showed that 82 per cent people agree that balancing housework and office work has led to spending less time with your family during the pandemic. The #TideforTime film, conceptualised by Leo Burnett India and directed by Shoojit Sircar, depicts the heart-warming story of a young family, as seen through the eyes of the grandmother who is visiting them. Throughout her stay, she notices her granddaughter spending time by herself, trying to seek her parents’ time and attention while they are caught up in office or housework. After she returns from her visit, the grandmother makes the family realise that the child misses spending time with her parents. She also reiterates that time is most valuable and ought to be spent on what’s really important, urging them to make more time for their child. The grandmother’s dialogue – ‘You don’t ‘find’ time, you have to make time’ has been resonating with many. Tide is also showing the way by highlighting simple ways in which families can make time. Households across India spend up to 300 hours doing laundry, indicates data. The ad concludes with the message that with its superior cleaning in the soak or machine itself, using Tide can result in lesser laundry time. This time that is saved, can be leveraged for what’s important to people – be it spending time with family, friends, pursuing their passion, honing a hobby, or anything they haven’t been able to ‘find’ time for! “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection,” P & G India-fabric care chief marketing officer and vice president Sharat Verma said. “Research shows nine out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavor is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. Because there’s only one thing more precious than our time, and that’s how we spend it.” Leo Burnett – South Asia CEO & chief creative officer Rajdeepak Das said, “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With the #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true Humankind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”
