MAM
Mudra Max appoints Anwesh Bose as branch head-North & East
MUMBAI:Mudra Max has appointed Anwesh Bose as its branch head for North and East.
Prior to this appointment he was with the Dentsu India Group as chief growth officer-media.
Said Mudra Connext EVP and country head Manas Mishra, “With Anwesh we have a seasoned media professional with experience in the Delhi market. His experience with the many national and international brands, the partnerships he has built with media and clients will all help us in further strengthening our operation in Delhi and Kolkata. We welcome him on board and wish him a long and successful inning.”
Bose added, “I am delighted to be a part of the Mudra family and excited with the prospects of Mudra Max. Mudra Max is now at a very exciting stage in its journey and I look forward to being part of it at such a momentous time.”
Bose has been in the media planning and buying industry for over 13 years. He started his career in 1998 and has worked with brands such as Yamaha, Honda, Suzlon, Canon, Grasim, Jaypee, Daikin, Raymond, Toyota, Panasonic, FedEx and Thomas Cook.
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.
