MAM
Axis Bank appoints Malavika R Harita as additional independent director
MUMBAI: Axis Bank has appointed Malavika R Harita as an additional independent director for a four-year term, according to a regulatory filing with the BSE. The appointment, cleared by the board on December 18, will run until December 17, 2029.
Harita brings over four decades of experience in marketing, communications and entrepreneurship. She founded and led Saatchi & Saatchi Focus in India as CEO for 25 years, overseeing a broad portfolio spanning B2B, B2C, employee engagement and healthcare brands. In 2018, she set up Brand Circle, a marketing and strategy consultancy.
She is a resident mentor at NSRCEL, IIM Bangalore, and actively mentors start-ups across profit and non-profit sectors. Harita also serves as chairperson of the Atal Innovation Mission at IIM Visakhapatnam, sits on the boards of governors of IIM Bangalore and IIM Visakhapatnam, and is on the governing council of Mount Carmel College. She is an independent director at Symphony.
An alumna of IIM Bangalore, Harita holds a bachelor’s degree in physics, chemistry and mathematics from Bangalore University, along with postgraduate qualifications from Columbia Business School and MIT Sloan School of Management.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
