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Tag: Mars wrigley

  • Ex-CMO Devarshy Ganguly takes a bold leap with GLX Eminence launch

    Ex-CMO Devarshy Ganguly takes a bold leap with GLX Eminence launch

    MUMBAI: From stirring up campaigns at Diageo to building Magicbricks into an award-winning portal, Devarshy R. Ganguly has worn many marketing hats. Now, the veteran brand-builder is donning the entrepreneurial cap with the launch of his consulting venture, GLX Eminence, a platform designed to engineer clarity, growth and lasting impact.

    Armed with over two decades of experience across Dr. Oetker, Mars Wrigley, Del Monte, Beam Suntory and Diageo (UB Group), Ganguly has carved out a reputation for driving breakthrough innovations. Along the way, he’s been named among India’s Top 50 CMOs by The Financial Express, featured in Nielsen’s Top Launches, and earned accolades from DMA Asia and AdLift for his contributions to MarTech. His last corporate innings at Magicbricks saw him expand the platform into a full-stack real estate marketplace, supercharge content via MBTV on YouTube, monetise proprietary research, and roll out campaigns that culminated in CNBC’s Best Real Estate Portal of the Year (2024).

    GLX Eminence is built on four pillars: driving growth for startups, SMEs and enterprises; bridging industry and academia through experiential programmes; mentoring leaders, professionals and students; and inspiring audiences as a motivational speaker and storytelling expert. “GLX Eminence was born of a simple belief that growth must be purposeful, leadership empowering, and excellence sustainable,” said Ganguly, adding that the mission is to help brands and talent “find clarity, create significance, and engineer lasting impact.”

    With the venture, the award-winning marketer is not just turning a new page but writing an entirely new playbook, one that blends boardroom lessons with classroom wisdom, and storytelling with strategy.

  • Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    MUMBAI: Blowing bubbles has never looked this badass. Mars Wrigley India’s Boomer is stepping up to the crease with a bold new campaign featuring pace ace Jasprit Bumrah and it’s all about popping confidence. In an era of filters and fitting in, Boomer wants Gen Z to know that sometimes all it takes to own the moment is a bit of gum and a whole lot of swag.

    Set against the backdrop of a high-energy cricket match, the TVC captures a charged moment where fans begin booing Bumrah as he fields at the boundary. Cool as ever, he pops in a Boomer, blows a bubble and just like that, the jeers turn into roars of admiration: “BOOOOOOO-MRAHH… BUMRAH!” The gum doesn’t just freshen up, it flips the script.

    “Boomer has always been at the forefront of India’s gum culture,” said Mars Wrigley chief marketing officer Nikhil Rao. “We’ve made bubble-blowing cool for generations. Now we’re reclaiming that swagger for Gen Z.”

    The campaign comes hot on the heels of the launch of Boomer Lollipops in Strawberry, Orange, and Watermelon, a flavourful twist that shows the brand isn’t afraid to venture beyond gum, as long as the fun stays intact.

    DDB Mudra Group CCO Rahul Mathew added, “Boomer is an iconic brand with an iconic chant. This was our chance to give both a new edge and who better to bring that than Bumrah? Or should I say Boom-rah.”

    With a playful punch of attitude and a bubble of nostalgia, Boomer’s latest move proves the brand still knows how to make noise in all the right ways.

  • Mars Wrigley’s India biz elevates Varun Kandhari to director – marketing

    Mars Wrigley’s India biz elevates Varun Kandhari to director – marketing

    NEW DELHI: Multinational confectionery maker Mars Wrigley has elevated Varun Kandhari to the post of director – marketing and customer marketing for India. He has been with the organisation for seven years, is based in the Gurugram office and succeeds Yogesh Tewari.

    Kandhari joined Mars Chocolate Business in September 2014 as senior brand manager and was subsequently promoted to marketing manager – chocolates for Mars Wrigley business in October 2017.

    In his new role, he will be responsible for leading the marketing and customer marketing functions for Mars Wrigley India across all categories.

    Mars Wrigley- India general manager Kalpesh R Parmar said, “Through his tenure, Varun has played a crucial role in value creation and developing successful marketing strategies. In line with our goals to grow our business and develop our brands better, I am confident that Varun, with his energy, enthusiasm, and expertise, is the perfect lead to help us take Mars Wrigley to greater heights.”

    Before joining Mars Wrigley, Kandhari was associated with Hindustan Unilever where he managed brands like Surf Excel and Wheel.

  • Mars Wrigley Stirs Up Nostalgia With The Launch Of New BOOMER® Campaign

    Mars Wrigley Stirs Up Nostalgia With The Launch Of New BOOMER® Campaign

    We know it for its iconic tune. We love it for its taste and the ‘Boom’. We have grown up seeing its ad campaigns on television, and now, it is back in an all new avatar!

    BOOMER®, India’s oldest and most beloved bubblegum brand, is back with the unforgettable BOOM BOOM BOOMER tune in a series of new TVCs. With a history of over 25 years, BOOMER® from Mars Wrigley, is loved for the sweet taste of nostalgia and is a favorite across generations. The three TVCs capture the wacky and humorous essence of the brand, bringing to life the tag line, BOOM MACHA DE, through comical hyperboles. With a common theme of exaggerated humor, which is ‘stretched’ like a bubblegum, each film is playful and funny and promises to make the viewers smile with the over-the-top reactions.

    The first film captures two young siblings looking gloomily at their dead pet fish in a fishbowl. While the elder sibling is chewing BOOMER®, he pops a bubble that causes the dead fish to come back to life. The film ends with a voice over saying, ‘Boom Macha De’.

    The second film shows a young boy watching a mythology-based show, with his grandfather while chewing BOOMER®. He is visibly bored and blows a bubble to the ‘BOOM BOOM BOOMER’ tune and when the bubble pops, the bald grandfather suddenly grows a thick mane of hair. In the third film, a muscular guy in a village akhada is flexing his muscles in the mirror. While he is admiring his strong biceps, he blows on a bubble that grows bigger and bigger to the signature BOOMER® tune but as soon as the bubble pops, his muscles deflate and droop down. This leaves him shocked while the film ends with the voice over ‘BOOM MACHA DE’.

    Talking about the Boomer relaunch and the new TVC campaign, Mr. Yogesh Tewari, Marketing Director, Mars Wrigley, said, “BOOMER® has, over the years, become a favorite for our consumers in India. With this relaunch, we aim to build the gum category relevance for in-home consumption through the day, which also reflects in the execution of our films – morning, afternoon and evenings. With the tag line of ‘BOOM MACHA DE’ and the famous ‘BOOM BOOM BOOMER’ tune being centered on the concept of nostalgia, we are confident that our consumers will enjoy the films as much as they love the product. Mars Wrigley enjoys a loyal fanbase and with these light-hearted films, we hope to celebrate the love and joy associated with the brand.”

    Talking about the films, Rahul Mathew, National Creative Director, DDB Mudra Group said, “It’s not always that you work on a brand that has such strong and memorable associations. We wanted to make sure that our work reinforces these associations in a way that it appeals to today’s youngsters. And, of course, do it in a way that brings alive the fun and quirky nature of the brand.”

    For a price of INR 1 per pack, consumers can taste and enjoy a priceless walk down the memory lane.

  • Mars Wrigley India appoints new General Manager

    Mars Wrigley India appoints new General Manager

    MUMBAI: Mars Wrigley has announced that Kalpesh Parmar has been appointed General Manager for India with effect from January 9. Kalpesh will be based in the Gurgaon office and will become a member of Mars Wrigley’s Global

    tudies, Kalpesh is a seasoned business leader with 21 years of experience in consumer industry spanning across  South Korea, Singapore, Dubai, Turkey, Nigeria and India, with specific focus on business development, brand building, route to market, e-commerce and capability building.

    Emerging Markets Leadership Team.

    Kalpesh succeeds Andrew Leakey, who has moved to Australia as General Manager.

    An alumnus of Jamnalal Bajaj Institute of Management S Kalpesh has been associated with Unilever for the past 12 years and was most recently designated as the CEO for South Korea, Pacific Islands and Mongolia, and he also managed the Ice Cream business in Japan, Hong Kong and Taiwan.

    Prior to this, he was designated as the Global Customer Collaboration Director based out of Singapore. He was the member of Global Customer Development team and was responsible for managing 30 customer insight and innovation centers across the Globe. He was driving the joint business planning process for developed and emerging markets for Top 40 markets. At Unilever Nigeria, he was leading the Shopper & Customer Marketing agenda, supporting customer marketing and modern trade development for Sub Saharan Africa. Kalpesh has also worked with Gillette and Marico in India prior to Unilever.

  • India’s Millennials Say That Tradition Helps Build Connections

    India’s Millennials Say That Tradition Helps Build Connections

    New Delhi:  Mars Wrigley conducted a survey to understand India’s affinity for all things desi and traditional. The survey reached over 1.5 Million people across New Delhi, Mumbai and Bangalore and focused on decoding what desi elements top India’s list when it comes to making new connections – whether it is chai and chaat with family or even naach gaana at shaadis.

    Conducted amongst millennials across the three cities, the results of the survey revealed an interesting fact that over 65% millennials feel that dinner time is when the family bonds the most. In fact, almost 50% of the respondents then went on to say that sharing a post dinner paan with family accounts for some of their fondest memories while growing up and that it was the one thing that built connections with both the old and young within a family. Majority of respondents also said that they would like to experience the traditional paan with a modern twist, with almost half choosing mint as their choice of format.

    These insights are in line with the launch of DOUBLEMINT® Paanmint which is the first product by Mars Wrigley developed exclusively for the Indian Market. Inspired by the local favorite Paan, Doublemint captures the spirit of Bringing Together Old and New, through a unique twist. The product offers a tremendous burst of flavour and freshness – thus underlying DOUBLEMINT®’s promise of freshness.

    DOUBLEMINT® Paanmint is available across traditional trade outlets for INR 10.

  • Mars wrigley confectionery goes local with india inspired doublemint® paanmint

    Mars wrigley confectionery goes local with india inspired doublemint® paanmint

    MUMBAI: Mars Wrigley Confectionery today announced the launch of DOUBLEMINT® PAANMINT, a new, India inspired entrant to the freshness category.

    Inspired by the local favorite ‘Paan’ flavor, DOUBLEMINT® Paanmint is the first product from Mars Wrigley Confectionery which has been developed exclusively for the Indian market. The new product brand, under the DOUBLEMINT® master brand aims to widen its presence in the freshness category, a segment it leads globally. It is being launched on the back of extensive consumer research and shall offer the freshness of mint with the much loved desi flavour.

    Talking about the launch, Mr. Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “The launch of DOUBLEMINT® Paanmint is a significant milestone in our journey in India. It is the first time we have developed a product specifically for the Indian market in the freshness category. The new product builds on DOUBLEMINT®’s proposition of long-lasting freshness and gives it a unique, local twist with a flavor that Indians are familiar with and immensely fond of. DOUBLEMINT® Paanmint is a unique, differentiated product and we are confident that the product will be well received by our consumers here.”

    DOUBLEMINT® PAANMINT offers a contemporary burst of freshness and flavor and will be available across traditional trade outlets for INR 10.

    The new product is being launched in India with the proposition Pehle Paan, Phir Naya Connecshaan. This will be brought to life through an exciting television and digital campaign, conceptualized by creative agency BBDO India. A series of three comical TVCs depict people in situations where they unexpectedly choose to eat DOUBLEMINT® Paanmint before momentous occasions in their lives.

    The first TVC depicts Pehle Paan, Phir Kanyadaan wherein a father dramatically stops the bride at her wedding altar, only to reach for a pack of DOUBLEMINT® Paanmint, which he offers to the groom.  The second film sees a twist to the proposition by way of Pehle Paan, Phir Jaan Pehchaan. Set in an office space, it follows a new employee as she is introduced to her new colleagues. Just as she extends her arm for a handshake with one of the employees, the guy, instead of reciprocating, takes out takes out a pack of DOUBLEMINT® Paanmint and offers it to her, reiterating the adage Pehle Paan, Phir Naya Connecshaan. The third film opens at a college where an awkward and nervous fresher is performing for his seniors who, in turn, are laughing at him.  Post this performance, when it is time for the next fresher to sing, instead of being flustered, he reaches for a pack of DOUBLEMINT® Paanmint. His simple gesture of offering it to his seniors impresses them, reiterating the message of Pehle Paan, Phir Gaan.

  • Mars wrigley confectionery adds to its gum portfolio with all new juicy fruit

    Mars wrigley confectionery adds to its gum portfolio with all new juicy fruit

    MUMBAI: Mars Wrigley Confectionery today announced the launch of JUICY FRUIT® Chewing Gum.  The new brand launch is in line with the company’s aim to strengthen its portfolio in India and expand its presence in the Fruity Gums category in the country.

    The brand will be launched in India with the proposition of “Itna Juicy Kaise” and promises to deliver a burst of curiosity in an unimaginative world.

    JUICY FRUIT®, first introduced in 1893, is one of the oldest gum brands, loved by consumers across the world. It will now be available in India in a delicious STRAWBERRY flavor in a BUBBLEGUM format priced at INR 5.

    Talking about the launch, Mr. Yogesh Tewari, Marketing Director, Mars Wrigley Confectionery, said, “The launch of JUICY FRUIT® is a significant step in our journey in India and reiterates our commitment to growing the market here. Mars Wrigley Confectionery has already made significant inroads in the fruity confections category in India, with the launch of Skittles® candy last year. With its proposition of ‘Itna Juicy Kaise’, JUICY FRUIT® promises to be a vibrant burst of fun and curiosity in the middle of a consumer’s mundane day. Consumers in India have shown us tremendous love for our products and we are confident that JUICY FRUIT® will be no different.”

    The ‘Itna Juicy Kaise’ proposition will be brought alive through a robust digital campaign and supported by on-ground promotions, which will resonate with the brand’s belief that EVERYONE SHOULD LET OUT THEIR PLAYFUL SIDE.

    The campaign promises to deliver on an imaginative variety of texture, flavor and fun experiences.  JUICY FRUIT®’s mission is to champion curiosity and overcome barriers to it. This manifests itself through a video which shows two colleagues enjoying a midday work break over JUICY FRUIT® chewing gum. The duo cannot help but wonder how this gum is so juicy & hence implores ‘ITNA JUICY KAISE?’, the third colleague elaborates what is apparently common knowledge that what makes Juicy Fruit so juicy is the ‘’Juicedratics Equation’’ which is a super top-secret formula stored inside a safe, which in turn is in a vault stored in a volcano.  You can click here watch the film. 

  • Starcom MediaVest Group appoints Hanley King as chairman, SMG India

    Starcom MediaVest Group appoints Hanley King as chairman, SMG India

    MUMBAI: Starcom MediaVest Group (SMG) has roped in Hanley King as chairman, SMG India. King will report to global operations president John Sheehy and will be based in SMG’s Mumbai office.  As chairman, SMG India, King will be focused on key client relationships, new business and commercial operations for the agency. SMG India CEO Malli CR and SMG Convonix CEO Vishal Sampat will dually report to King and will continue to lead daily operations for their respective organisations. 

     

    “Hanley is a consummate professional with a proven track record of delivering results across our globally networked clients,” said Sheehy. “Our recent acquisition of Convonix and our robust digital and analytics practice prove that our operations in India are among our most future-focused.  I look to Hanley to work hand in hand with Malli and Vishal to continue to build upon our momentum in India.”

     

    King was most recently SMG Global Client Lead for APAC, based in Singapore. In this role he managed multifaceted SMG client teams for Samsung, Mars Wrigley, Kellogg’s, Novartis and Bank of America and others across the APAC region. Prior to joining SMG, King was CEE President for Universal McCann, where he was responsible for 22 markets across the Central European region with 500 plus staff and billings of close to $1 billion. Prior to this role, he was UM CEO, Czech Republic, and previous to this he spent seven years working for media independents and full service communications agencies in his native New Zealand. In his career Hanley has worked on many global accounts in Asia, Europe or New Zealand spanning FMCG, Auto, Financial, Breweries and Telcos.

     

    “India is a fascinating, fast-paced and constantly evolving market,” King said. “And that’s why it’s such an honor to be joining SMG India and working with Malli and Vishal – a team that is so relentlessly focused on the future.”

     

    SMG India is leading the industry with its robust digital and analytics practice, as well as it best-in-class consumer insights work led by its Human Experience Strategist Network. SMG India’s client list includes Dabur, Axis Bank, Aircel and Ranbaxy In 2013, PublicisGroupe acquired Convonix, which aligned with SMG India. Founded in 2003, Convonix today employs more than 400 digital marketing specialists, making it the largest digital agency in India, serving such clients domestically as well as internationally as Tata Motors, Reliance Industries, Budweiser, Taj Hotels, DBS, Mahindra Holidays, Tata Global Beverages among others.