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Wednesday, March 22, 2023


CEO and Co-Founder, iD Fresh Food.

Conceptualised by Bangalore-based People Design and Communications, iD Fresh Food’s newest campaign pays tribute to the “dedication, commitment, and courage” of the country’s Covid-19 heroes. Talking about the campaign, P. C.  Musthafa, CEO and Co-Founder, iD Fresh Food, said: “Ever since the pandemic has disrupted life as we know it, we have been hearing numerous accounts from our customers across all walks of life on how they tackled the myriad challenges and managed to stay afloat. It has been heartening to know that so many people found comfort in iD’s wide range of foods, especially during the lockdown. The inspiration for our ‘Made With Love’ campaign stems from these shared stories of familial bonds, hopefulness and love for home-cooked food.”

Noise launches #UnstoppableEveryDay campaign

Noise, a popular youth-centred lifestyle gadgets brand, has released a digital ad film campaign depicting how millennials can enjoy an uncompromised lifestyle, which includes attending virtual meetings, listening to music, or talking to a friend with Noise Air Buds. The film was launched on Noise’s social media handles, including Twitter, Instagram, YouTube, Facebook, and LinkedIn.

Referring to the campaign, Noise Co-Founder Gaurav Khatri said: “We realise how the new normal has transformed lives and converged two different aspects of the life – work and home – into one. We have seen how these active hustlers are ‘Always on the move’ and are looking for uncompromising support which can complement their lifestyle. Our newly-launched Noise Air Buds and the digital film equate the best with Indian hustle in the current scenario with their features designed for the same.”

‘You’re On’ campaign by Ray-Ban

Global eyeware brand Ray-Ban has launched a new campaign entitled ‘You’re One’ that highlights the protagonists sporting their Ray-Ban styles and being their “truest selves” regardless of who was watching. The messaging centres on the “sense of confidence” that wearing Ray-Bans gives its wearer. The campaign, set to go live across all key social media platforms, shows two gamers playing pinball, giving it their all, oblivious of their surroundings.

Kewal Handa is Independent Director, BharatPe

Former Union Bank of India Chairman Kewal Handa will be joining BharatPe Founders Ashneer Grover and Shashvat, Jitendra Gupta (ex PayU), and Micky Malka (Ribbit) on the Board of BharatPe. Handa, whose core expertise lies in Finance, Commercial, Strategy and Business Development, and Corporate Affairs, will oversee BharatPe’s business strategy across markets and product categories. Congratulating Handa, Grover, said: “We are pleased to welcome Mr. Handa on our board. His guidance and banking experience will accelerate our financial services business to the next level. In the current scenario, we are aggressively strengthening our lending and payment offerings, and his insights will be of great value in shaping the right strategies for the brand as we scale up. We are confident that Kewal’s diverse experience in building global businesses will help us create a credible and profitable business.” Handa said: “I am delighted to be part of BharatPe which has already carved a niche in offering digital payment and lending solutions to merchants. BharatPe is already the fourth-largest UPI player in India and the largest lender in SME segment. The new normal has augmented the demand for contactless payments in the country and I believe it is the best time to capitalise on it.”

Rushabh Mehta is Head India Operations, FLYX

Rushabh Mehta, India Operations Head, FLYX.

Rushabh Mehta, who previously led Research Intelligence Operations and Market Analytics at BARC (Broadcast Audience Research Council) and had also served networks such as Taj Television (part of Zee group), Times Television Network, Digicable, and software major Infosys, has been named to lead FLYX’s India operations. FLYX, co-founded by CEO Shashank Singh, is a streaming social network that helps users find recommended content to watch. Mehta’s mandate includes building a “stronger recall, brand awareness, and stickiness” for the app in India. Congratulating Mehta, Singh said: “He has a wide array of experience and knowledge in research intelligence and analytics making him an invaluable asset to our growing team. Rushabh’s appointment will surely help FLYX in achieving their goal of building a brand that provides a unique and comprehensive experience to its users.” Mehta said, “I am delighted to come on-board at FLYX, which has been disrupting the space of content selection across OTT platforms. I am very excited to be part of this journey in elevating the experience for users in days to come especially in these times where OTT has become a very important piece in the media and entertainment space.”


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