MAM
Monster ties ‘knot’ with Shaadi.com
MUMBAI: Global online careers network Monster’s Indian arm Monster India has announced an exclusive strategic alliance with matrimonial service provider Shaadi.com owned by People Group.
As part of the alliance, Monster India will host Shaadi.com’s job channel and drive job seekers to the hosted site with banner advertisements and an exclusive career newsletter to their subscribers, informed a company release.
“The relationship is a demonstration of the synergy between the job seeking audience on Monster and those seeking life partners on Shaadi.com. In reaching out to the diverse audience on Shaadi.com we will deliver a wide-ranging talent pool to employers and help the job seekers reach out to some great opportunities in the market,” said Monster Asia president and MD Arun Tadanki.
People Group president and CEO Anupam Mittal said, “By helping people find a life partner Shaadi.com addresses one of the most important decisions in their life. Our alliance with Monster is an extension of the same philosophy and helps us also to be a part of another important life decision – the right career choice. Monster’s global career network ties in well with our global member base.”
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.
