Brands
Parle Products ropes in Big B as brand ambassador, again
MUMBAI: Parle Products has roped in Amitabh Bachchan again as the brand ambassador for its confectionary brand Kaccha Mango Bite.
The brand owns the taste by positioning it as an exact copy of a raw mango – Kacche Aam ka Xerox.
The TVC is inspired by childhood playfulness.The objective of the campaign is to make Kaccha Mango Bite popular among adults by making a strong connect with their childhood.
Parle Products group product manager Shalin Desai said, “Kaccha Mango is popular for its flavor and well established amongst our target audience. The tantalizing khatta-meetha taste of raw mango is a favorite amongst children as well as adults. Mr. Bachchan has a magnificent personality and a strong connect among Indians across age groups. He embodies an exemplary blend of both style and performance, making him the ideal choice to endorse our products. The goodwill and reputation he has built over the last 3 decades compliments our own, built over the last 8 decades. His remarkable appeal which spreads across all sections of people in the country, compliments our brand communication.”
Commenting on his association with Parle, Amitabh Bachchan said, “Parle has always been the most loved brand in the country amongst all age groups and we have a nostalgic connection with the brand. I am thrilled to be a part of Parle’s new campaign.”
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
