MAM
Mandeep Malhotra promoted to president and head Mudra Max
MUMBAI: Mandeep Malhotra has recently been elevated to president and head Mudra Max and will report to Mudra Group COO Pratap Bose.
Malhotra will be in charge of the Mudra Max’s experiential wing namely Kidstuff, Celsius, Terra and Concrea and retail cluster which includes Prime Retail, Prime Consult, Prime Wayfinding, Multiplier and Pratham. He will also continue with his current role as head of OOH.
Malhotra said, “Mudra Max is a great place to work as it provides a supportive and enabling environment that helps people realize their full potential. I look forward to taking charge of this mandate and leading my team in achieving new highs for our clients.”
Bose said, “Over the last three years Mandeep has done a commendable job in driving the growth and profitability of our OOH businesses and also in creating the finest outdoor team in the country. That apart, his charm, confidence and ‘never say die’ spirit has been extremely endearing and infectious which has always been his biggest asset.”
With a Masters in Business Advertising from Melbourne, Malhotra has over 12 years of professional experience in outdoor media. Prior to this appointment, he has worked with Clear Channel India, Rediffusion DY&R, 141 Wall Street (the OOH arm of Bates 141), Asian Age, Pioneer and Total Media Melbourne. He has managed brands such as Tata Indicom,
Airtel, Reebok, Discovery, CNN IBN and Nokia among others. He has won four One Show awards, three Pencil Awards and a few dozens at the Outdoor Advertising Awards (OAA).
A part of the Gold Lion team at Cannes, he has also received an award for The Entrepreneur of the Year along with bagging The Suit of the Year twice at Ogilvy & RMG. He is the brain behind the recent successful launches of Aircel, Pepsi, Reebok, HT, Jet Airways, Reliance Capital, Micromax and Amway.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
