MAM
Archies ties up with ‘Waqt’, introduces Geri Giraffe in movie
MUMBAI: Greetings major Archies has tied up with Entertainment One’s forthcoming movie Waqt and will be introducing the character of Geri Giraffe in the same.
Archies has been instrumental in the evolution of the social expression industry in India, offering “the most special way to say you care.” The creation of the original Archies’ character for Waqt, Geri Giraffe, is an initiative to celebrate the very special father-son relationship, and an ode to the unconditional love of parents towards their children.
The association between Waqt and Archies brings to the consumer an entire range of Geri Giraffe merchandise comprising greeting cards, soft-toys, stationeries and posters available across all Archies outlets and paper-rose shops. In keeping with the credo of being the pioneers in the industry, Geri, represents another Archies marketing innovation, and a trendsetter with Geri Giraffe being the first-ever central character in any Bollywood movie.
“Waqt is a tribute to the father-son relationship, and Geri Giraffe epitomises the unconditional love that parents employ, rely on, and draw strength from; allowing them to weather the years of diligence and sacrifice,” said Archies Ltd executive director Vijayant Chabbra.
“Having ushered in the social expression revolution in the country, today Archies is an embodiment of myriad human emotions. We are glad to be able to touch many more with our Geri in Waqt,” Chabbra added.
Commenting on the association with Archies, Waqt producer Vipul Shah said, “The setting of Waqt is the interplay of personal relationships, and how the emotion of love triumphs against all odds. Archies truly represents the emotions of the teeming millions of the country. It’s an apposite fit with the message the movie communicates.”
Starring Amitabh Bachchan, Akshay Kumar, Priyanka Chopra and Geri Giraffe, the movie is a family drama of the re-union of a father and son, who had parted ways due to individualistic ideals. A very crucial character in the movie, Geri, plays the role of uniting the father and the son.
Apart from launching an entire range of Geri Giraffe soft-toys and collectibles, Archies has also launched a range of Waqt stationery and merchandise. The Geri Giraffe range is priced between Rs 30 and Rs 3,333.
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.
