MAM
Dentsu paints new campaign for Dulux
MUMBAI: AkzoNobel, a paints and coatings company and the maker of Dulux paints in India, is all set to change consumer perception about the beauty of their home inside out.
Dulux paints, the flagship brand of the company, has recently launched a new integrated campaign for its exterior product, Dulux Weathershield Max. The campaign is handled by Dentsu Marcom – Taproot India and kick started with the unveiling of a new television commercial that plays on the concept of Door se sundar, kareeb se solid. The new TVC drives home the benefits of using a paint product that not only ensures an aesthetic looking house, but also ensures durability and protection of exterior walls against harsh weather conditions.
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Commenting on the campaign, Dentsu India Group chairman Rohit Ohri said, “As communication partners, the challenge before us was to disrupt current consumer behaviour in the exterior paints category with an insightful and hard-hitting campaign. Our brand idea of ‘how close are you to your home?‘ challenges consumers to re-evaluate their current choices and ‘take a closer look’ when it comes to painting the exterior of their homes.”
The TVCs will be aired in four different languages – Hindi, Malayalam, Tamil, and Bengali – and follow a classic twist in the tale by drawing parallels between two separate situations that compel consumers to take a closer look at their homes.
Akzo Nobel India director (sales & marketing, decorative paints) Rajiv Rajgopal said, “Dulux is a name synonymous with colours as well as innovative products that ensure longevity and durability of the walls of your home. Dulux Weathershield Max is our flagship product in the performance and protection space and the latest campaign Door se sundar, kareeb se solidhits hard on the need for a product that not just renews the exterior walls, but also offers performance superiority of protection against harsh weather conditions. Weathershield Max is a technologically superior product enhanced with the innovative crack-proof technology that provides long-lasting protection and complements the appearance of homes.”
He added, “The campaign weaves in the core philosophies and innovation that is unique to our brand. Through the campaign, we have tried to resolve the most common conflict of ‘what appears good from far versus what is good when seen up close’ when it comes to the beauty and protection of walls of your home. The concept of the TVC perfectly embodies the need for a technologically superior product that gives consumers the confidence to get up, close and personal to their house.”
Brands
Muthoot FinCorp names Arun Kumar COO & Harjit Singh Takkar chief distribution officer
Leadership hires to boost operations and widen pan-India reach
THIRUVANANTHPURAM: Muthoot FinCorp has strengthened its top deck with the appointment of Arun Kumar B as chief operating officer and Harjit Singh Takkar as chief distribution officer, sharpening its focus on scale, speed and service as it pushes into its next phase of growth.
The flagship financial services arm of the 138-year-old Muthoot Pappachan Group, popularly known as Muthoot Blue, is expanding both muscle and mindset. With more than 3,750 branches nationwide and its digital platform, the Muthoot FinCorp ONE app, the company is betting on tighter execution and wider reach to stay ahead in an increasingly competitive lending market.
Arun Kumar B steps in with nearly two decades of experience cutting across financial services, technology transformation and customer analytics. He previously worked with CreditAccess Grameen, where he led enterprise-wide technology and data strategy initiatives and played a pivotal role during a major merger in the microfinance space. His work spanned integrating operations and products while scaling lending and non-credit offerings such as insurance and pensions.
At Muthoot FinCorp, Arun will steer operational excellence and strategic growth initiatives, aligning teams and processes to deliver sharper efficiency across the business. A gold medallist from Anna University and a postgraduate from IIM Indore, he also holds certifications in design thinking, Blue Ocean Strategy and business analytics.
Harjit Singh Takkar takes on the newly created role of chief distribution officer, reporting directly to the chief executive officer. The position is designed to energise the company’s distribution engine and bring greater governance and agility across its branch network.
Takkar brings over 28 years of retail banking experience, having held senior leadership roles at IndusInd Bank, Bandhan Bank, Yes Bank and ICICI Bank. Known for scaling branch networks and building high-performing teams, he combines distribution expertise with governance depth as a qualified company secretary with a master’s degree in finance and control.
In his new role, Takkar will oversee branch business and distribution channels, with a clear brief to expand reach, lift productivity and reinforce the company’s pan-India presence.
Commenting on the appointments, Muthoot FinCorp Ltd. chief executive officer Shaji Varghese, said the company continues to invest in leadership as it scales. “Our purpose is to improve the financial well-being of the common man. As we grow, strengthening leadership across key functions is important to ensure consistency in execution and customer experience,” he said.
With complementary strengths in operations and distribution now in place, Muthoot FinCorp appears set to move from steady expansion to sharper acceleration, backed by people, process and technology working in concert.
