MAM
Incredible India tourism promo campaign draws to an end
NEW DELHI: The ministry of tourism and culture has taken another step in its endeavour to promote tourism in the country.
With an objective of positioning `India as unique and preferred destination for tourism’, the ministry had rolled out a `multi-million dollar’campaign titled “Incredible India” in Europe, Asia Pacific region, the Middle East and the US.
The three-month long advertising campaign, launched early this year, shows the numerous facets of India’s cultural heritage and geographical diversity. The campaign has been jointly funded by ministry and Experience India Society, which is an association of travel agents in India.
The print campaign has been created by Ogilvy & Mather, Delhi, while the television commercial has been created by Enterprise Nexus, Mumbai. The media account was handled by WPP Group’s Maximize India. In addition to this, Grey Interactive was briefed to work on the website (www.tourismofindia.com) and acquaint domestic and international travelers with the range of experiences offered through the use of ad banners.
“We have focused on the fact that India has plenty to offer. India is one country with thousands of places worth visiting. It’s a country which has beaches and snow, plenty of water bodies and roads. So it’s a country of tremendous contrast,” says Enterprise Nexus (Mumbai) executive director Anil Sanjeevan.
The television commercial is being aired in Asia Pacific and European countries on BBC, CNN and Discovery. In the US, the commercial is being aired on Travel Channel. CNN has also been chosen for Africa and Middle East.
For print, the renowned print publications in Europe and Asia Pacific such as Conde Naste traveler , Tutotourismo, Geo, Vogue,Tattler, Financial Times have been chosen while in the US, The New York Times is being used.
The ministry will measure the efficacy of this campaign through the hits on its web site and also feedback given to Indian tourism offices in 13 countries.
The spate of unpleasant incidents such as tension between India and Pakistan last year expectedly had its negative impact on the tourist arrivals in the country. The tourism sector continued to suffer as foreign arrivals declined by 7.2 per cent in 2002, following 4.2 per cent negative growth in the previous year.
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.
