MAM
Reminiscing lovely Roohafza moments
MUMBAI: Hamdard‘s division Roohafza launches its new activation campaign ‘My Roohafza story‘. The Brand invites its consumers to share their moments of indulgence with Roohafza. The participants stand a chance to be featured in upcoming Roohafza television commercials.
Elaborating on the idea behind the campaign, Hamdard senior GM and head marketing Tarundeep Singh Rana says: “Millions of consumers over the last 10 decades in India have grown up with Roohafza. It‘s a brand that is very dear to Indians and everyone has their own fond memory of Roohafza. Thorough this campaign we seek to capture these stories and make them a part of the brand history.”
The TVC is conceptualised by Triton Communication, Delhi and features actress Ragini Khanna who talks about Roohafza moments that are worth reminiscing. The brand has launched a 360 degree campaign targeting all spheres from Television, to print; from radio to Outdoor marketing across India.
The brand is also exploring the digital platform though its official Facebook page which has already garnered 81,000 likes.
The campaign will be phased out in two stages. The first stage allows consumers to send in their Roohafza stories through SMS, email and Facebook. The second stage involves venturing into the print media and OOH media space in order to announce the winning stories.
Triton Communication Delhi branch head Rohit Madhusudhan says: “Roohafza is a heritage brand and every generation will have stories and memories associated with the brand. We wanted them to come out and share with us the stories they have.”
Interestingly, one of the most popular and loved brand Maggie noodles had earlier launched a similar campaign Main Aur Meri Maggie which proved to be a mega success. Let‘s hope this campaign works wonders for Roohafza as well.
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
