Brands
Puma taps Nadia Kokni to turbocharge global brand play
HERZOGENAURACH: Puma has appointed Nadia Kokni as vice-president of global brand marketing, drafting in a heavyweight brand builder as it doubles down on sharper storytelling and product-led growth.
Kokni, who takes charge from January 1, replaces Richard Teyssier, who has left the company to pursue other opportunities. She joins Puma’s global leadership team and reports to Maria Valdes, chief brand officer.
In her new role, Kokni will steer Puma’s global brand marketing engine, spanning strategy, creative direction, integrated marketing and communications worldwide. The brief is clear: dial up brand heat, sharpen narratives around Puma’s product icons and sync innovation more tightly with storytelling.
Kokni arrives with a formidable CV across sport, fashion and lifestyle. She has held senior posts at JD Sports, H&M, Adidas and Tommy Hilfiger, and most recently led global marketing and communications at Hugo boss, where she drove a sweeping brand reset and digital acceleration.
Valdes called her “a world-class marketing leader” whose mix of strategic rigour, creative edge and cultural fluency fits Puma’s next phase. The hire follows Puma’s recent consolidation of brand marketing, product, creative direction, innovation and go-to-market into a single global unit under Valdes.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
