MAM
VivaKi Exchange creates CEO post, elevates Mona Jain
MUMBAI: VivaKi Exchange has elevated Mona Jain to the newly created position of chief executive officer.
Prior to this development, Jain held the position of COO at VivaKi Exchange.
In her new role, she will continue to report to VivaKi Exchange chairman Ambika Srivastava.
Jain has over two decades of marketing communications experience. Previously, as COO, she witnessed the expansion and growth of VivaKi Exchange.as well as new client portfolios both at Starcom MediaVest Group India and ZenithOptimedia India.
Jain has worked with agencies such as Hindustan Thompson, Contract, Mudra Communications, FCB, ZenithOptimedia and Cheil Communications. She also did a short stint to gain clients’ side experience with Glaxo Smithkline Beecham. She has worked with clients such as PepsiCo, Horlicks, McDonalds, Whirlpool, Frito Lays, Hyundai, Hewlett Packard, Nokia, Nestle and Samsung.
Srivastava said, “I am extremely pleased to announce Mona’s appointment as the first CEO for VivaKi Exchange. She is highly respected by the industry, our clients and media partners as well as the teams of Starcom MediaVest Group and ZenithOptimedia for her integrity, passion and most of all for her ability to add and create value. Since her joining in 2005, Mona has ensured phenomenal growth for the Groupe and has played an extraordinary role in upping the service and delivery quotient for clients and teams alike.”
Speaking on her new role Jain added, “It is indeed a momentous occasion and I am honoured and humbled on my appointment as the first CEO for VivaKi Exchange. Once again I would like to thank the leadership team for their faith and confidence in my abilities. I see us continuing to create innovative, distinct and aggressive advantages for VivaKi Exchange, driving client vision and nurturing further collaboration and integration with media owners and our superlative team.”
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
