MUMBAI: The kettle’s whistling at Tata Consumer Products and this time, it’s not just the tea. The company has announced a leadership shake-up, with veteran marketer Sharat Verma set to take over as president of packaged beverages ford India & South Asia (including Organic India) from 1 December 2025.
Verma, who moves from Procter & Gamble, brings over two decades of brand-building prowess, having helmed iconic names like Ariel, Tide, Gillette, Oral-B, and Olay across India, ASEAN, China, and the Middle East. At P&G, he led the 0.5 billion dollars Fabric Care business, clocking a 15 per cent CAGR in one of the most competitive categories. His “Share The Load” campaign remains a landmark in cause-driven brand storytelling, marrying social commentary with sales success.
The appointment follows the resignation of Puneet Das, who exits after eight years at Tata Consumer to pursue new opportunities. Das, who played a pivotal role in the packaged beverages portfolio, leaves behind a strong growth legacy. His departure is effective 3 November 2025.
Another notable exit is Soulfull business president Prashant Parameswaran who steps down on 15 December 2025 for personal reasons. Parameswaran, the driving force behind the Tata Soulfull brand, is credited with positioning the homegrown breakfast brand as a challenger in India’s healthy foods segment.
With Verma’s appointment, Tata Consumer is signalling a renewed focus on consumer-led innovation and storytelling that resonates across Bharat and beyond. The move also reflects a broader trend of FMCG majors courting talent with both local insight and global polish.
In a statement, Tata Consumer Products ltd. said the leadership changes form part of its ongoing transformation to strengthen its core businesses and unlock growth across markets.
For Tata Consumer the company that put the world’s most loved chai on millions of tables this is more than a handover. It’s a fresh blend of strategy and storytelling, brewed perfectly for its next growth chapter.
MUMBAI: Kyunki Saas Bhi Kabhi Bahu Thi made a historic return to Indian television on 29 July and the response was nothing short of phenomenal. The show clocked 1.659 billion minutes of watch time on Star Plus and JioHotstar in its launch week, an extraordinary testament to its enduring appeal, reasserting its iconic status in India’s entertainment landscape. Drawing 31.1 million viewers on TV in just the first four days, and reaching millions more on streaming, the show has shattered records to become the biggest-ever GEC fiction launch on TV & digital streaming.
The launch episode alone drew 15.4 million viewers on Star Plus, making it the highest-rated fiction premiere in recent history. The returning season’s massive opening on JioHotstar, underscores the growing appetite for daily storytelling on streaming platforms and marks a pivotal moment for the evolution of fiction content in India’s digital entertainment landscape. This is the new high in the fiction journey, proving that daily drama, when reimagined along with streaming, can drive both cultural resonance and massive reach.
“The return of Kyunki Saas Bhi Kabhi Bahu Thi has proven that great storytelling never loses its power. We approached this launch with a two-fold vision: to reignite the deep nostalgia associated with one of India’s most iconic shows, while also crafting a contemporary storyline and viewing experience that resonates with today’s audiences. The record-breaking numbers across Star Plus and JioHotstar reaffirm our belief in the timeless appeal of compelling narratives. This launch is a cultural moment that bridges generations, and we are proud to have delivered it to millions of homes across platforms,” said Sumanta Bose, head of cluster, entertainment (Star Plus and Bharat, Bengali, Marathi and Gujarati), JioStar.
The premiere also drove large-scale organic conversations online, with 17,300 mentions and 86 per cent positive sentiment, underscoring the deep emotional connection and multi-generational pull of the show. The conversations were driven by nostalgia, connection with the star cast and fan anticipation, positioning Kyunki as both a cultural and content milestone.
With its commanding return across TV and streaming platforms, Kyunki Saas Bhi Kabhi Bahu Thi has not only revived a beloved legacy but also set the stage for a new era of appointment viewing, combining the mass reach of television with the deep engagement of digital streaming.
The return has revitalized the fiction landscape, drawing significant attention from viewers and advertisers alike. The show had captured the interest of advertisers early on with Tide+, Kalyan Jewellers, and Maruti Suzuki India serving as co-presenting sponsors, with Fortune Soyabean Oil, Colgate, and Smart Bazaar joining as co-powered sponsors along with White Tone Face Cream and Good Knight as Special Partners on television. The digital platform JioHotstar features Kalyan Jewellers and Maruti Suzuki in co-presenting roles, Colgate, Fortune Chakki Fresh Atta, Uti Mutual Fund, Tata Consumer Products, and SMART Bazaar as co-powered by sponsors alongside Mankind Pharma – Prega News as a Special Partner.
Source:
* BARC, India U+R, 2+, SD+HD, Cume Reach Mn* Time Spent, W30’25
**BARC, India U+R, 2+, SD+HD, Cume Reach Mn, W30’25
***BARC, India U+R, 2+, SD+HD, Cume Reach Mn, Original Programming, 29th July 2025 – W30’25
MUMBAI: This Independence Day weekend, Star Gold will deliver a television event of heroic scale with the World TV Premiere of Chhaava on 17 August at 8 pm. The historical blockbuster traces the extraordinary life of Chhatrapati Sambhaji Maharaj, son of Chhatrapati Shivaji Maharaj, blending action, emotional intensity, and sweeping cinematic grandeur.
Backed by early sponsors Tide+ and Adani Ambuja Cement, the premiere is poised to become a magnet for both viewers and advertisers. Star Gold has a proven track record in turning TV premieres into cultural events: Stree 2 drew 41 million viewers—30 per cent of them first-time channel audiences—while Pathaan and Brahmastra pulled in 50 million and 42 million respectively, cementing Star Gold’s dominance in the high-stakes premiere space.
Directed by Laxman Utekar and starring Vicky Kaushal and Rashmika Mandanna, Chhaava has already conquered the box office. It holds the No. 1 spot on IMDb’s “Most Popular Indian Movies of 2025” and has been declared the year’s biggest blockbuster by Ormax Media.
With its tale of valour and sacrifice, Chhaava promises not just entertainment but a rousing television experience, bringing one of India’s most compelling historical chapters to living rooms nationwide.
Mark your calendars: 17 August, 8 pm only on Star Gold.
MUMBAI: The much-anticipated return of Kyunki Saas Bhi Kabhi Bahu Thi has sent waves of excitement across living rooms and boardrooms. Ahead of its July 29 premiere, eight marquee brands have already signed on, betting big on the enduring cultural clout of the daily prime-time juggernaut.
On Star Plus, Tide+, Kalyan Jewellers, and Maruti Suzuki India co-present the show, with Fortune Soyabean Oil, Colgate, and Smart Bazaar joining as co-powered sponsors. Over on JioHotstar, Kalyan Jewellers and Maruti Suzuki return as co-presenters, alongside Fortune Chakki Fresh Atta, UTI Mutual Fund, and Smart Bazaar, bringing the brand tally to a powerful eight across platforms.
The advertiser playbook spans everything from TV integrations and graphic placements to JioHotstar’s arsenal of branded feature trays, pause ads, co-branded vignettes, and even interactive quizzes, ensuring visibility from screen to stream.
“The return of Kyunki is a full-spectrum media moment. The show is a multi-generational IP which brings together a powerful blend of nostalgia, reach and cultural depth, which helps connect family members together, each finding their own story in the same narrative. Very few properties offer that kind of intergenerational resonance today, and Kyunki delivers on that with precision.We’re thrilled to see such strong interest from brands who recognise the long-term value this property offers across both TV and digital,” said JioStar head of revenue, entertainment & international, Ajit Varghese.
Produced by Balaji Telefilms, the reboot marks 25 years since the show’s debut, bringing back Smriti Irani’s iconic Tulsi and Amar Upadhyay’s Mihir while introducing a new generation to the Virani universe. With a seven-day-a-week schedule and a dual-platform strategy marrying Star Plus’s reach with JioHotstar’s precision targeting, Kyunki is set to be 2025’s tentpole event for viewers and advertisers alike.
Mumbai: Sociowash, an integrated advertising agency, has secured the digital mandate for Tide Arabia, the leading laundry detergent brand in the UAE.
The agency will be responsible for elevating the brand’s digital presence through the formulation and execution of strategic creative approaches.
The account was won as Sociowash’s successful management of Tide India’s account stood as a testament to the agency’s capabilities. The quality of work delivered reflects the high standards and expertise that Sociowash consistently brings to its clients. The account will be managed by the agency’s Mumbai team. As part of this strategic partnership, Sociowash will be responsible for increasing the digital share of the voice of the brand by executing campaigns that will increase engagement and brand recall. The agency will amplify the brand’s digital presence while resonating with its target audience and help the brand achieve its business objectives
When asked about the win, Sociowash co-founder Raghav Bagai said, “Tide is the most prominent name when it comes to laundry detergents, globally. We are elated to have been chosen to manage the digital landscape for Tide Arabia. We are confident that our team’s extensive experience and expertise in FMCG brands will help redefine and elevate the brand’s digital positioning in the region. Together, we can create an impact that goes beyond what has been achieved before, reaching new locations, setting new benchmarks, and adding genuine value for the brand.”
Tide Arabia brand director Arushi Sethi said, “With Sociowash, Tide Arabia looks forward to leveraging new technologies and tactical digital strategies; to further cement our position as a leading laundry detergent brand. We are excited to collaborate and craft engaging campaigns, increasing audience engagement and elevating our overall digital presence.”
Mumbai: Leading integrated advertising agency, Sociowash, reinforced its commitment to the city that never sleeps by moving into a bigger office space in Andheri.
Founded in 2015 by Pranav Agarwal and Raghav Bagai, Sociowash, headquartered in Delhi, extended its operations to Mumbai in early 2020 with a team of five. Over the last four years, the agency’s Mumbai team has grown 20x to 100 talented professionals and has secured new business with clients like Tide, eBay, Ambi Pur, Oral-B, LEAD, Old Spice, Viacom18, and more.
The new, larger workspace offers Sociowash Mumbai the flexibility and space, to meet the needs of its growing clientele while offering the necessary infrastructure an ultra-fast-paced and collaborative work environment requires.
Sociowash co-founder Pranav Agarwal said, “We are super excited about the speed with which the team is growing and expanding in Mumbai. Moving to a dedicated space will enable our growing team to collaborate more effectively, fostering creativity and efficiency in delivering exceptional ad campaigns for our clients”
Sociowash co-founder Raghav Bagai added, “Sociowash is home to some exceptionally talented individuals who are passionate about what they do. This growing team of highly motivated and passionate individuals inspires us to achieve greater milestones and push boundaries together. The Mumbai office is a huge feat for us as it reflects a growing demand for our services and the dedication and talent of our team members. We will strive to keep moving onwards and upwards.”
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.”
