MAM
Rajshri Media, Mattel bring Barbie on cell phones
MUMBAI: It’s now Barbie’s turn to enter the mobile arena. Mattel Toys India and Rajshri Media Pvt. Ltd, producer of content for broadband and the wireless telecom mediums, entered into a partnership to present Barbie’s debut into mobile content with her sixth property Barbie and The Magic of Pegasus.
Taking cue from the growing trend of reaching out to consumers through customised mobile content, the two companies joined hands to capitalise the kids segment through this fairly nascent, though unique medium of ‘Experiential Brand building with the Consumer.’
Barbie & the Magic of Pegasus mobile content will be available in various formats – SMS tones, ring tones (in polytones, mono-tones, true tones and video tones) and ring back tones (polytones, monotones and true tones). One can also download Barbie wallpapers, screensaver and watch her latest video – ‘Hope has wings’.
These will be distributed through cellular operators like Hutch, Idea, MTNL, BSNL, Tata, Spice, Indiatimes and Mauj.
Speaking on this initiative Rajshri Media Private executive director Rajjat Barjatya said, “With 65 million mobile subscribers in India growing at an astonishing pace of three million as month, the mobile phone is fast becoming a very important touch point with consumers. The mobile phone is a communication, entertainment and lifestyle device, all rolled into one.”
Mattel Toys India MD Sanjay Luthra said, “Barbie and the Magic of Pegasus was one of the biggest Barbie launches this year. The movie launch had many firsts like a Hindi music video to support the same, product to support the movie that included a range of dolls and toys, movie VCD/DVD, publishing, sleepwear and now mobile content that little girls can access.”
Barbie and The Magic of Pegasus took innovation to a new height with it’s adaptation of the English music video “Hope Has Wings” in Hindi, sung by Saregama’s upcoming artiste Akriti.
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.
