ITV

Tag: The Good Edge

  • Aakhya India hires Himansh Dhomse as senior account director

    Aakhya India hires Himansh Dhomse as senior account director

    MUMBAI: He spent almost nine years of the initial part of his career as a journalist with Business Standarad and DNA aa financial correspondent. In 2014, Himansh Dhomse switched careers  joining the investor relations department at Infibeam in Ahmedabad. In a year and a half, Reliance Jio Infocomm lured him to head its corporate communications for the state –  a post he stayed in for seven years until January 2023.

    A good two years followed as a senior account director once again in home base in Ahmedabad with communications consulting firm The Good Edge. Two years later Himashu has joined Aakhya India as associate director of communications for the firm, functioning as the CMO for Gujarat, based in Gandhinagar.

    Founded in 2012, Aakhya India is an independent, full-service strategic public affairs consultancy firm specialising in policy advocacy, communications and public relations. The company has specialists in communications consultancy straddling deftly the worlds of policy advocacy, government relations and strategic media relations.

     

  • Vinu Lal joins The Good Edge as director

    Vinu Lal joins The Good Edge as director

    Mumbai: Vinu Lal joins The Good Edge as director Vinu Lal, who has worked with several national titles in financial journalism, has been appointed as director for The Good Edge. As part of the agency’s expansion in the western region, Vinu will set up the company’s Pune office with a mandate to develop that region.

    A journalist-turned-entrepreneur, Vinu was most recently country head for New York-based IIICorp Inc. Since 2020, he has been on a sabbatical with random content assignments with London-based Capital.com and Hong Kong-based Insurance Asia News. As a Pearson scholar, Vinu was attached to the Companies Desk at Financial Times, London where he filed several news reports during an internship programme in 2008. With over two decades of experience, Vinu was earlier head of corporate Communications for ING Vysya Bank, where he managed both internal and external communications as well as CSR communications. During his stint, the bank had tied up with the World Wildlife Fund (WWF) to light up select villages, prone to human-wildlife conflict, in the Gajapati district of Orissa using renewable energy solutions.

    Prior to ING, Vinu was senior assistant editor for Economic Times in Bangalore, responsible for corporate news with a primary focus on mergers and acquisitions. He has also handled business news for The Times of India and Indian Express in Mumbai. During his career, he had also served as Head of India Coverage for the London-based Financial Times Group’s news agency Mergermarket (now owned by ION Group) for around five years, primarily reporting on corporate strategies and mergers & acquisitions in the technology and infrastructure segments. Having begun his professional career in Mumbai, Vinu during his mid-career relocated to Bangalore where he mostly spent time on media-based business intelligence products and is also a familiar face among media in both these markets.

    Mumbai Press Club member since the late nineties, Vinu has been actively involved in several ad hoc projects initiated by the Club and continues to do so. Vinu has a Master’s in English from Gandhigram Rural Institute in Tamil Nadu and has done executive education from various institutes including the Indian Institute of Management, Bangalore.  

     

  • ICICI Prudential Mutual Fund unveils ‘#KisneKhaya’ campaign

    ICICI Prudential Mutual Fund unveils ‘#KisneKhaya’ campaign

    Mumbai: “Where’s my money going?” The question has got people talking, thanks to ICICI Prudential Mutual Fund’s newest campaign, ‘#KisneKhaya’. Abhijit Shah, head of marketing, Digital and customer experience at ICICI Prudential Mutual Fund, is leading the charge to pull back the curtain on the quiet culprit behind diminishing returns. “Our investor education initiative is a wake-up call to get people thinking about the unseen factors nibbling away at their savings.”

    “The campaign is about prompting a moment of realization that there is a smarter way to handle money in a world where inflation never sleeps,” said Abhijit Shah. It’s a question about the diminishing value of savings that is often missed by the young or unseasoned investor who works hard to save up money but somehow never seems to grow enough.

    ICICI Prudential Mutual Fund and its creative agency, The Good Edge, have collaborated to put this crucial question about money into the spotlight. As part of the campaign, Posterscope India, the OOH (Out-of-Home) specialist agency from Dentsu India, conducted a social experiment by placing a digital kiosk in a mall atrium.

    The campaign unfolds like a mystery, drawing savers into the story with familiar icons of savings like the piggy bank or bank locker, reimagined with a bite taken out of them – forming a recurring visual mnemonic. The prominent QR code leads the audience to the staged-reality film that shows participants how their savings are silently consumed by inflation.

    The brand wanted the campaign to strike a balance between light-hearted imagery and the weighty subject of financial awareness. “We chose to engage through humour. The film offers valuable insight into why an investor’s investment returns might not be living up to one’s expectations. We are just sparking that ‘aha’ moment,” notes Shah, emphasising the campaign’s goal to educate the everyday investor.

    ICICI Prudential Mutual Fund takes an engaging, storytelling approach to an issue that’s typically wrapped in complexity. “The question is simple but makes one think,” said The Good Edge Liron Samson, creative director. “It translates the technicality of inflation into something that hits home for everyone.”

    Speaking on the campaign, Posterscope managing director Imtiaz Vilatra said, “At Posterscope, our constant endeavour is to pioneer new and innovative concepts. Collaborating with ICICI Prudential Mutual Funds has allowed us to provide financial education with a relatable and engaging perspective. This campaign underscores the brand’s dedication to financial literacy and innovation.”  

    Investment isn’t just for the savvy few; it is for all. #KisneKhaya is ICICI Prudential Mutual Fund’s attempt to encourage one and all to learn, question, and make informed decisions so that everyone’s money will keep growing and not shrinking.