Brands
Fevicol rides on the Kabbadi wagon
MUMBAI: Fevicol, one of the leading adhesive brands in Asia, has integrated with Pro Kabbadi League for an on-air and on-ground integration. The integration will go on till 31 August.
Pidilite Industries CMO Anil Jayaraj said, “Kabbadi is a sport integral to India’s culture. The game has seen resurrection as a mainstream sport through Pro Kabbadi League. Kabbadi is an ideal game for Fevicol to associate considering the fact that it involves strong holds, tackles and bonds which is in line with the brand’s messaging of strong bonding.”
Madison Media Sigma, COO Vanita Keswani said, “PKL’s viewership data are encouraging and proves the fact that the game is finding its feet amongst Indian viewers. It saw an astounding 218 million viewers tuning into Pro-Kabaddi League’s opening games.”
Integration will involve on-air animated pushbacks and aston bands on Star Sports featuring ‘Fevicol ki Pakkad, Chootegi Nahin’ during live matches when a tackle results in entrapment of the raider. The classic Fevicol TVC ‘Haisha ad’ will be aired during matches on Star Sports and Star Gold. The brand will also communicate onground through messaging on LED screens at venues.
Brands
Himanshu Khanna joins CKA Birla Group as group chief marketing officer: report
Former Raymond lifestyle CMO to lead group-wide brand and marketing strategy
MUMBAI: According to a media report citing industry sources, senior marketing leader Himanshu Khanna has joined CKA Birla Group as group chief marketing officer.
Khanna moves from Raymond Limited, where he served as chief marketing officer for the lifestyle division since August 2021, overseeing the marketing transformation of the company’s nearly $1 billion lifestyle business. His tenure featured a sharper consumer focus, a digital-first operating model and large-scale retail and brand modernisation.
At Raymond, Khanna led brand strategy and growth across a broad portfolio including Raymond suiting and shirting, Park Avenue, ColorPlus, Parx, Ethnix by Raymond, ready-to-wear, Raymond Home and Raymond made-to-measure. His remit also covered retail marketing, digital marketing, consumer insights, visual merchandising and brand protection.
Before joining Raymond, Khanna was business head for the FMCG division at RP-Sanjiv Goenka Group, with full P&L responsibility. During this period, he scaled the snack brand Too Yumm!, drove rapid revenue growth, led the integration of Apricot Foods following its acquisition and executed a business turnaround.
Khanna’s career spans over three decades across global consumer companies, with senior leadership roles at Beam Suntory, Wrigley, PepsiCo, Cadbury and Nestlé.
Widely regarded as a seasoned marketing operator, Khanna is a familiar presence at leading industry forums and is considered among the most in-demand marketing leaders in the country.
