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Tag: Salt Brand Solutions

  • Salt just got tastier as Sudeep Puthyathaya steps in as executive creative director

    Salt just got tastier as Sudeep Puthyathaya steps in as executive creative director

    MUMBAI: Just when you thought salt was merely seasoning your fries, along comes Salt Brand Solutions, sprinkling some creative magic into its leadership pot. Picture this: seasoned storyteller Sudeep Puthyathaya struts into Salt’s Mumbai office, bringing with him over 23 years of crafting iconic brand stories and enough creative spice to make even a bland briefing taste delicious. Could this be the recipe for ‘Salt 2.0’ we’ve all been waiting for?

    On 11 March 2025, Salt Brand Solutions announced the hiring of Puthyathaya as its new executive creative director, joining the existing duo—executive director Sagar Mahabaleshwarkar and director Mahesh Chauhan (Mash)—who’ve been shaking things up for quite some time.

    Welcoming the newest spice in Salt’s creative curry, Mash said, “This is a significant step towards further strengthening Salt’s creative leadership.” He further added, “with Sagar, Sudeep, and me coming together, it definitely will add great value to our clients, and this makes me truly excited for Salt 2.0.” Indeed, what good is curry without the right spices?

    Echoing his sentiments, Mahabaleshwarkar remarked, “Sudeep brings a deep understanding of storytelling that connects with real people. His craft in creating human insight-led narratives perfectly complements the creative force we are building at Salt.” Translation? Expect ads that tug at your heartstrings—or at least your purse strings.

    Puthyathaya isn’t exactly new to the storytelling circus. Having juggled creative campaigns for bigwigs like Mercedes-Benz India, Taj Hotels, Royal Enfield, J&J, and Citibank, he’s now ready to spice things up at Salt. With a passion for ‘human-centred narratives’, his style is less boardroom monotony and more Netflix binge-worthy storytelling.

    “I’ve always believed that the most powerful brands are built on stories that resonate at a human level,” Puthyathaya said. “Salt’s culture of bold, insight-driven thinking is a perfect fit for the kind of work I want to create. I’m excited to collaborate with Mash and Sagar to craft narratives that strengthens brand narratives and leave a lasting impact.” Forget salt bae; it’s story bae season now.

    Adding credibility to his creative cooking skills, Puthyathaya has judged the prestigious New York Festivals and Abby’s, proving he’s not just here to cook up stories—he knows how to taste-test them too.

    Founded in 2011 by Mash, Salt Brand Solutions prides itself on being the invisible yet indispensable seasoning of the branding world. With Sudeep now joining Mash and Sagar, expect the creativity (and the seasoning) to be dialled up to eleven, turning more heads, breaking more norms, and making brand storytelling anything but bland.

  • Salt Brand Solutions promotes Siddhartha Singh as CEO, Arun Divakar as NCD

    Salt Brand Solutions promotes Siddhartha Singh as CEO, Arun Divakar as NCD

    MUMBAI: Salt Brand Solutions has rejigged its top management. The company has promoted Siddhartha Singh as CEO and Arun Divakar as national creative director (NCD).

     

    Singh is one of the founder members of Salt and till now was executive vice president (EVP). He has almost two decades of experience across agencies like Leo Burnett, Ambience Publicis and Rediffusion – Y&R.

     

    Singh said, “I plan to up the ante on product delivery, ensuring it is above industry standard and pushes the agenda of being best new-age business partners to our clients. This is something we have practiced for the last four years and today feel confident and capable of delivering. In addition, I want to instil brand thinking that cuts through the jargon, brings in simplicity and germinates from a client’s business problem rather than lofty brand ideologies.”

     

    On the other end of the spectrum is Divakar, who will now be responsible for the complete creative portfolio of Salt. “I want to create an environment where people contribute and come up with ideas fearlessly and frequently in a manner that is fun, for I believe that Happy People create Happy Work and that is something that we want to stand for,” he said.

     

    Divakar started his career as an account executive, but quickly realised he was a better art director than the ones he was listening to! He has worked with Flagship and Saatchi & Saatchi in Mumbai, and Classic Partnership, O&M, Y&R and TBWA in the U.A.E, before taking on the role of regional creative director, Pirana which he helped set up in the U.A.E. In 2014 he moved back to India and joined Salt Brand Solutions.

     

    Defining the road ahead, Salt Brand Solutions founder Mahesh Chauhan added, “Divakar has been the proverbial madman of Salt. His talent coupled with his joie de vivre has transformed our work and culture beautifully. Sid, on the other hand, has been a pillar over the past four years of Salt and has seamlessly transitioned into this role. He is widely respected and brings great gravitas to our offering as an organisation.”

     

    “With these elevations, I will now be spending my time driving ideas for our clients. This will involve working seamlessly with both the strategy and creative teams. The end objective being consistently superior work for all our partners as well as properties that we develop for ourselves,” he added.

  • Kaya Skin Clinic dons new brand identity

    Kaya Skin Clinic dons new brand identity

    MUMBAI: Chain of skincare clinics, Kaya Skin Clinic, has announced a complete revamp of its brand identity. It has redesigned its logo and has come up with a new tagline- Love what you see.

    The change is in line with a new market positioning and a shift in perceptions that Kaya now seeks to establish, moving from an expert solution provider for skincare problems, to a personal guide for total skin care.

    Salt Brand Solutions is the creative agency behind Kaya‘s creative makeover and Eureka Moment has re-designed its retail identity.

    Kaya Skin Clinic marketing head Suvodeep Das said, “Kaya has built a reputation as the ultimate expert that solves all skin problems. The brand is much more than just a problem-solver, it offers the consumer complete beauty transformations. This repositioning exercise is not just about communicating a change in brand identity – there is a new portfolio of services, new service design within the clinics and a new retail identity at the clinics that is being launched. The new look of Kaya is young and fresh, as personified by the face of this brand campaign, Giselle Monteiro.”

    This rebranding will be rolled out across all Kaya Skin Clinics in India, product packaging and advertising.

    Kaya‘s new look is inspired by insights gained through research and consumer feedback. It reflects the changing expectations and aspirations of the urban Indian woman. This moves the brand closer to what consumers want – a dermatology-based expert offering science-based solutions, customized to individual needs. The new Kaya is contemporary, inviting and aspirational, the company said.

    The objective of redesigning the logo unit is to connote the brand‘s warmth and expertise. The primary color of the logo is Burgundy, which connotes expertise and premiumness. The font is softer and rounder at the edges, giving the brand warmth. The new tagline ‘Love what you see‘ is an expression of how consumers feel after a visit to Kaya.

    Additionally, as a part of its new avatar, Kaya Skin Clinic has launched few new services.

  • Salt Brand Solutions bags Kaya’s creative duties

    Salt Brand Solutions bags Kaya’s creative duties

    MUMBAI: Salt Brand Solutions has won the creative duties of Marico‘s Kaya Skin Clinic.

    Kaya Skin Clinic is looking at making the brand relevant to a larger target audience.

    Kaya Skin Clinic marketing head Suvodeep Das said, “Kaya is at a stage where we need to increase the relevance of the brand for a larger target audience. We were looking for a creative partner that not only understands our consumer‘s needs but is also well adept at working in the new changing environment where consumers are interacting with the brands like never before.”

    The mandate was awarded following a multi-agency pitch. 

    Das further stated, “We went through an elaborate pitch process and met several leading agencies. I‘m pleased to announce Salt Brand Solutions as our new creative agency and hope that this new partnership will further enhance our marketing communication and enable us to connect with our consumers in an engaging and effective way.”