MAM
Photographer Atul Kasbekar back to promote Xylo’s new avatar
MUMBAI: SUV manufacturer Mahindra & Mahindra (M&M) announced the launch of its new television commercial (TVC) for the recently introduced model of its brand Xylo.
While the TVC continues with the brand promise of ‘Time of your life’, it also aims to give a new dimension to Xylo’s first makeover.
The commercial has been conceptualised by creative agency Interface Communications.
The communication primarily focuses on the makeover and also highlights the changes in design and styling of the car.
The commercial uses a car wash as a device to explain the makeover of the car.
Fashion photographer Atul Kasbekar continues as brand endorser as he moves around town with his glamorous long legged models.
M&M automotive division senior vice president – marketing Vivek Nayer said, “The creative idea of using a car wash to depict a make over reveals the stylish New Xylo in a fun and clutter breaking manner. We are sure that the new campaign will motivate many customers to consider the stylish new Xylo in their next car purchase.”
Interface Communications national creative director Robby Mathew said, “Communicating the styling changes in a vehicle can become very literal and boring. Hence we took the idea of a visit to a car wash which cascades into a car makeover thus revealing the stylish new Xylo.”
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.
