MAM
Velocit Eazy rolls out ad campaign created by DDB Health & Lifestyle
MUMBAI: Velocit, the home pregnancy detection kit from Dr.Reddys, has launched a new television campaign that has been created by DDB Health & lifestyle.
According to the agency the challenge was to position the brand as one of the most accurate pregnancy testing brand.
Velocit was a brand that had made its mark as the most recommended pregnancy kit by the doctors faced the toughest of challenges in terms of matching price cuts, huge competitive advertising spends and high retailer discounts. While the brand scored relatively well in some states, competition thwarted its growth in most markets. Unable to sustain the war of prices and dealer margins, the only way out for the brand was to launch an improved variant that promised a new convenient way of pregnancy testing. Velocit Eazy aims to make pregnancy testing really easy by offering mid-stream testing, 99 per cent accuracy and results in just three minutes, the statement said.
The TVC created shows that the woman tests and gives her husband the good news while putting the phone on hold thereby depicting quick and easy results.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
