MAM
Kaizzen adds fizz to IBA’s communication strategy
MUMBAI: Kaizzen is set to add some serious sparkle to India’s beverage story. The Indian Beverage Association (IBA), the apex body representing non-alcoholic drink companies, has appointed Kaizzen as its strategic communications partner for public relations and advocacy.
The partnership will see Kaizzen drive integrated communication efforts to strengthen IBA’s narrative across public, media, and policy circles. The focus will be on promoting transparent, science-led discussions on nutrition, sustainability, and responsible consumption while highlighting the industry’s growing contribution to India’s economy, innovation, and jobs.
Kaizzen founder and chief executive officer Vineet Handa said, “We are pleased to win the trust of the Indian Beverage Association, which represents one of India’s most dynamic consumer sectors. A 2021–22 ICRIER study shows this sector contributes 13 per cent of India’s exports and 6 per cent of industrial investments. Our goal is to strengthen IBA’s voice through informed conversations around the beverage industry.”
Kaizzen will design and execute a holistic PR and advocacy plan covering stakeholder engagement, thought leadership, and digital communication to position IBA as a key voice in India’s growth narrative.
The partnership adds another feather to Kaizzen’s cap as it expands its footprint across corporate, FMCG, and public affairs domains, solidifying its place among India’s most trusted communication consultancies.
Brands
Philips Avent appoints Yami Gautam Dhar as brand ambassador
New campaign urges parents to choose science-backed sterilization over traditional boiling.
MUMBAI: Indian parents have long believed that boiling baby bottles keeps germs at bay, but Philips Avent is gently suggesting it’s time to turn up the heat on that tradition with science. Philips has launched a new campaign highlighting the importance of sterilization in infant care, positioning its Philips Avent Sterilizer as a more effective solution than the age-old practice of boiling. The campaign, which also announces acclaimed actor and new mother Yami Gautam Dhar as the brand ambassador for Philips Avent in India, draws on a powerful cultural insight: the deep-rooted Indian tradition of protecting children from the evil eye (nazar).
The film cleverly connects familiar customs such as using salt, chillies, applying a black tika, or evil eye bracelets with modern parenting realities. While these traditions offer emotional comfort, the campaign gently points out that they may not be enough to protect against germs and infections. Backed by a recent survey, Philips claims the Avent Sterilizer delivers up to 2X better germ protection compared to boiling, along with fewer reported illness episodes among infants.
Philips Personal Health, Country Head Shukla said many parents still rely on boiling without realising the difference in effectiveness. “Our survey findings indicate fewer reported infant illness episodes in homes using the Philips Avent Sterilizer. With this campaign, we want to empower parents with knowledge and solutions that combine science with care,” he noted.
Welcoming Yami Gautam Dhar, Shukla added that as a new mother herself, she brings authenticity and relatability to the message, balancing trusted traditions with informed choices.
Yami Gautam Dhar said motherhood makes every decision feel significant. “Learning about proper sterilization was an important part of my journey. The Philips Avent Sterilizer offers up to 2x better germ protection compared to boiling, making everyday baby care safer and easier. I’m proud to partner with a brand that supports parents in making informed choices.”
The Philips Avent Sterilizer is available across leading e-commerce and quick commerce platforms including Amazon and Firstcry, major baby care retailers, and select electronics stores across India.
In a country where protecting little ones is both a cultural duty and a daily ritual, Philips Avent is serving up a modern twist: keep the love, add the science because when it comes to germs, a little extra protection can go a long way.
