MAM
MediaCom drives Ambi Pur through a refreshing activation
MUMBAI: Media agency MediaCom India has executed activation for the car freshener brand Ambi Pur. The idea was to explode the low involvement air-freshener category, by driving category relevance through disruption. The company also roped in Bollywood actor Neha Dhupia to be a part of the activation.
P&G home care brand manager Vidya Murthy said, “Riding on the fantasy of males to go on a drive with a diva was the key hook of the idea that MediaCom came up with. Multimedia amplification through RJs, ground event, print media is what drove scale for the activation.”
MediaCom business director, P&G planning Gaurav Virkar said, “In the category that talked only about air freshening, being ‘guest ready‘ by eliminating bad odours in the car was the platform that the brand found its ground on. The idea was to sensitise male consumers to be guest ready at all times with Ambi Pur in their cars.”
The campaign was carried out in November and December 2011. Radio and PR were employed as the media to spread the word about the initiative, and MediaCom associated with Fever FM for the ‘Freshness Drive‘.
The target customer for the brand is on-the-go male who spends a lot of time travelling in the car in clogged city roads. He is so busy with his professional or personal life that he finds little time to consider the ambience of his car as being a critical factor in car care. This audience is hooked on to radio while driving to office on weekdays, and hence, radio was identified to be one of the top priority medium for this activation.
For the execution, the first phase was to connect with the audience by creating the need for an air freshener in cars via stories on freshness by RJ mentions and spots. A poll was also conducted to select the celebrity that listeners would love to go on a drive with. In the second phase, the results on the most preferred celebrity were declared. Ambi Pur gift hampers were also given away.
To drive the message of being ‘car guest ready‘, Dhupia went out on the Delhi roads, asking for a lift from cars that were passing by. She decided to stay inside a car or get out on the basis of the freshness quotient of the car. Her journey was documented as live feed on Fever FM.
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.
