MAM
DDB Mudra brings out the benefits of oxygen for OxyLife
MUMBAI: The DDB Mudra Group has conceptualised and executed the re-launch campaign for OxyLife bleach. The objective was to re-introduce the brand with a new identity and premium imagery while strengthening the oxygen promise.
The concept of the idea borrows from the insight oxygen is new news in the skincare category and used it as the highlight of the brand, positioning it as the new miracle ingredient in skincare. The value proposition of the brand is the benefit of natural fairness infused into the skin through the goodness of oxygen.
The brand ambassador for OxyLife is Bollywood actor Minissha Lamba. The TVC narrates the advantages of oxygen with a twist. It shows how Lamba, thanks to her fair and clear complexion, has people yearning to help her out, pay attention to her and wait for her. The commercial highlights the fact that the secret of this complexion is OxyLife bleach. The TVC is produced by Nirvana Productions. A complimenting print campaign has also been launched.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
