Brands
Shiba Bhutani makes a dash for Agilitas as brand director
MUMBAI: Shiba Bhutani has officially joined Agilitas as brand director, bringing over a decade of diverse marketing experience to the role. Agilitas is a sportswear brand promoted by former Puma south east Asia boss Abhishek Ganguly and has the licence to make and sell Lotto shoes in India.
Bhutani has a proven track record in sectors ranging from cheese and protein supplements to personal care and beverages.
At Agilitas, a company committed to transforming the sports category, Bhutani will leverage her consumer-focused approach to drive product innovation and enhance brand engagement. The company emphasises robust manufacturing, advanced R&D, and interconnected retail strategies to deliver quality products that resonate with consumers.
Previously, Bhutani held several key positions at AB InBev, including associate sirector of marketing for Budweiser, where she led successful campaigns and brand activations. Prior to that she managed the personal care creams brands for the Himalaya Drug Co. She also had short brand management stints at Glanbia Performance and Ornua besides doing corporate sales for HDFC Life.
Her educational credentials include a Level 1 certification from the Wine & Spirit Education Trust, and a PGDM in marketing from the Goa Institute of Management.
“Excited to score new life goals at my role as brand director.,” Bhutani enthusiastically exclaimed.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
