MAM
Coca-Cola to introduce the ‘hug machine’ campaign across Asia
MUMBAI: Riding high on the popularity of its ‘Coca Cola Hug Machine’ experiment in Singapore the Coca-Cola Company has decided to launch the campaign across Asia. Ogilvy & Mather will join Coca -Cola in this endeavour.
The regional initiative, which is part of Coca-Cola Company’s global marketing campaign ‘Open Happiness’, started from Singapore where people were surprised to see a regular-looking Coca-Cola vending machine, with the words ‘hug me’ in large letters on the front. Those bold enough to embrace the machine were rewarded with cans of ice-cold Coca-Cola and left with huge smiles on their faces.
A global creative campaign launched in 2009, Open Happiness invites people around the world to bring positivity, optimism and fun into their lives. At the core of the campaign the message is for consumers to open a Coke and share a little happiness.
The Coca-Cola Company ASEAN IMC director Leonardo O’Grady said, “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large. Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming.”
Ogilvy & Mather Asia Pacific regional business director Louise Kuegler said, “We’re excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people’s spirits and brings a smile to their face.”
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.
