MAM
ITV plans to increase mobile interactivity for dramas and soaps
LONDON: The mobile phone is fast emerging as an important tool to measure the impact of television programming. A newmediaage report says that ITV is planning to dramatically boost its use of mobile and looking to add mobile interactivity across its traditional programming such as dramas and soap operas.
The report adds that ITV is also considering centralising the supply of mobile infrastructure on one preferred supplier. The company wants to move beyond the use of SMS voting for entertainment shows such as Pop Idol to find ways of increasing viewer interaction with more traditional shows such as soap operas like Coronation Street.
ITV Interactive head of mobile and telephony Jane Crossley was quoted as saying that they would add ‘alerts’, ‘updates’, and ‘teasers’. Granada also plans to use mobile to build communities around popular programmes (dramas and soaps) because it would be easy to weave rich viewer relationships around output.
The company will also look to introduce mobile interactivity to the daytime schedule and has plans to run a week long trial in June.
MAM
HUL appoints Pavan Bedi as CMO for Foods business
Veteran marketer with 22-plus years at Unilever takes charge of foods portfolio in Mumbai.
MUMBAI: HUL’s foods division just got a seasoned flavour boost because when it comes to seasoning success, Pavan Bedi knows exactly how to stir the pot. Hindustan Unilever (HUL) has elevated long-time leader Pavan Bedi to chief marketing officer for its Foods business, the company confirmed on 23 February 2026. Bedi, who has spent over 22 years with the FMCG giant, shared the news himself on LinkedIn, writing: “I’m delighted to share that I will be stepping into a new role as CMO Foods, HUL”.
Before this Mumbai-based appointment, Bedi served as global brand vice president for more than four years. His career is dotted with high-impact global roles: he was global brand director for Pond’s (based in Singapore), driving innovation across South Asia, Africa, and the Middle East, led the high-profile rebranding of Fair & Lovely to Glow & Lovely as global brand director; and spent six years shaping Lifebuoy’s “Purpose agenda” and “Social Mission”, forging public-private partnerships with the United Nations and other platforms.
Now overseeing HUL’s sprawling foods lineup from staples to snacks and everything in between Bedi steps into one of the company’s most dynamic verticals at a time when consumer tastes are evolving fast. His track record blending global scale, brand transformation, and purpose-led marketing makes him a natural fit for steering strategic growth and creative campaigns in the category.
In his LinkedIn post, Bedi underscored his enduring commitment to Unilever’s vision, framing the move as another chapter in a career built on long-term impact rather than quick wins.
For an organisation that thrives on trusted, household names, Bedi’s elevation is less a surprise and more a reminder, the best recipes for growth often come from ingredients that have been simmering for over two decades. Whether it’s rebranding icons or building purpose at scale, he’s now tasked with making sure HUL’s foods business stays as appetising tomorrow as it is today.
