MAM
Mirinda launches new TVC
MUMBAI: Soft Drinks major Pepsi has announced that its brand Mirinda has kicked off its summer initiatives with a new TV campaign. The campaign is aimed at bringing a new spin to the Bollywood style gang wars.
Pepsi Foods executive director, marketing Punita Lal says, “Mirinda Orange has been a dominant leader in the flavour market due to its huge popularity amongst consumers. The Mirinda ‘taste’ has always been popular amongst consumers. The new Mirinda campaign stays within the same ‘Best Taste’ construct, but extends the story in a refreshing format.”
Conceptualised by Pepsi’s ad agency JWT, and filmed by Rajesh Krishnan, the 40-sec TVC depicts how the tempting taste of Mirinda causes the protagonists to just momentarily lose their intentions, and throws a hilarious spin on the gang wars.
In a bid to consolidate its position in Mumbai, Mirinda, recently unveiled two new, limited edition flavours especially for consumers in the city. Mirinda Strawberry and Mirinda Apple are now available across the city in two pack sizes – 200-ml returnable glass bottles (RGB) and 600-ml PET.
The new flavours are being communicated to consumers through various medium, including print ad, point-of-sale (Pos) and other outdoor merchandise and radio. Mirinda was introduced in the Indian market in 1991. In 1996, Mirinda Orange was re-launched with the three orange men ad. The new splash logo for Mirinda was launched in 2000, along with the new tagline taste pe atka. The current Mirinda tagline is Taste Aaisa Chhaye Character Phisla Jaye.
Brands
Aditya Birla Fashion & Retail reshuffles top deck; Nikhil Modha to take over as CFO
Phased transition sees Marco Agnolin head OWND!, Nikhil Modha lined up as CFO as company readies next growth leg
MUMBAI: Aditya Birla Fashion & Retail is redrawing its leadership map, lining up a new generation of executives across key roles as it prepares for its next phase of growth.
The company has named Suraj Bahirwani as chief executive (designate) of Pantaloons, effective April 1, 2026, with a full transition to the top role slated for October 1, 2026. He will also be designated as senior managerial personnel.
A two-decade veteran of the Aditya Birla Group, Bahirwani joined as a group management trainee in 2002 and has since held a string of leadership roles across retail and manufacturing. His resume spans stints at Aditya Birla Retail, a tenure as chief operating officer of Pantaloons, and most recently, head of global sales at the group’s cellulosic fibres business, where he drove international expansion and strengthened value-added portfolios.
Academically, he holds a PhD from the University of Mumbai, a postgraduate management diploma from SP Jain Institute of Management and Research, and is a chartered accountant. Over the years, he has picked up multiple chairman’s awards, including distinguished achiever, exceptional contributor and accomplished leader.
The transition at Pantaloons will be staged. Incumbent chief executive Sangeeta Tanwani will continue until September 30, 2026, steering the handover before moving into an advisory role to the managing director from October 1, 2026. She is set to retire on January 31, 2027, at which point she will step down as whole-time director and key managerial personnel.
Alongside, the company has brought in Marco Agnolin as chief executive of OWND! and senior managerial personnel, effective April 6, 2026. Agnolin arrives with over three decades of global experience, having held senior roles at Inditex, where he helped expand Zara in Italy, and later served as chief executive of Bershka and Diesel. His track record spans fast fashion, brand turnarounds and youth-focused retail.
On the finance side, Nikhil Modha has been appointed chief financial officer (designate) and senior managerial personnel from April 1, 2026. He will assume full charge as chief financial officer and key managerial personnel from January 1, 2027.
Current chief financial officer Jagdish Bajaj will oversee a phased transition until December 31, 2026, before retiring and stepping down from his roles.
The reshuffle signals a calibrated succession plan rather than a sudden overhaul, with the company staggering exits and appointments to ensure continuity even as it refreshes leadership across verticals.
As Aditya Birla Fashion & Retail juggles legacy brands and new-age formats, the message is clear: steady hands for the present, sharper ones for the future—and no pause in the push for scale.
