MAM
Doosra wins creative duties of Siyaram’s Mistair
Mumbai: Aegies Media‘s Doosra Brand Communications has won the creative business of Mistair, the premium fabric brand from the Siyaram Group.
Under this mandate Doosra will give the creative edge to the communication for Mistair, pan India.
Doosra MD Zahir Mirza said “I am happy to add Mistair to our roster of brands. We look forward to creating a distinct and unique identity for the brand in the crowded fabrics marketplace, through unconventional thinking and non-traditional methods that are Doosra‘s specialty.”
Doosra came into existence with the purpose of doing non-traditional advertising work. Named after the off-spinner‘s delivery in cricket that turns the other way from the batsman‘s expectations, Doosra‘s approach to work is similar, the agency said.
Mistair business head Vikas Malhotra added “We are pleased to have Doosra on board with us for one of our brands Mistair. The agency was able to come up with the right creative strategy which clearly defined our business objectives and goals. Mistair would focus on fabrics for the young and sees a lot of action in the coming years through its strategic partnership with Doosra.”
MAM
Indigo appoints Aloke Singh as Chief Strategy Officer
Air India Express MD joins to steer global growth and operational efficiency.
MUMBAI: Indigo just recruited its next big strategist from the rival camp because when you’re chasing the skies, sometimes the best way to fly higher is to borrow the pilot who already knows the route. InterGlobe Aviation, parent company of IndiGo, announced on 23 March 2026 that its board has approved the appointment of Aloke Singh as Chief Strategy Officer. Singh, who most recently served as managing director and CEO of Air India Express, will lead enterprise-wide strategic planning, operational efficiency initiatives and the airline’s aggressive push into international routes.
Reporting initially to managing director Rahul Bhatia and later to Indigo’s incoming CEO Singh brings over three decades of experience across strategy, operations and commercial functions in aviation. At Air India Express he drove network expansion and performance turnaround, earlier roles at Air India and Oman Air sharpened his focus on long-term planning.
“Aloke brings an exceptional blend of strategic vision and operational depth,” Bhatia said. “His experience will be critical as Indigo seeks to build a more agile, resilient and future-ready organisation.”
The appointment arrives at a pivotal moment. Indigo, India’s dominant domestic carrier, has faced intense scrutiny after operational disruptions in December 2025 thousands of cancelled and delayed flights due to crew scheduling misalignments with new pilot fatigue norms triggering fines, passenger chaos and regulatory heat. Former CEO Pieter Elbers resigned in March 2026 citing personal reasons, though his exit followed sustained pressure from those setbacks and rising costs.
Singh described joining Indigo as “a pivotal moment” for both the airline and Indian aviation, as the carrier accelerates beyond its domestic stronghold into a more competitive global arena.
In an industry where turbulence is measured in both altitude and headlines, Indigo isn’t just hiring a strategist, it’s recruiting a steady hand to navigate from domestic dominance to international takeoff, one calculated flight plan at a time.
