Brands
Senior leaders exit Deloitte India amid shift in M&A strategy
Rival firms gain ground as Deloitte refocuses on high-value mergers and acquisitions
NEW DELHI: Deloitte has seen a series of senior departures in recent weeks, marking a period of transition as the firm recalibrates its mergers and acquisitions business, according to an Economic Times report. These exits follow a strategic shift in the firm’s advisory approach, which has increasingly focused on larger, high-value transactions.
The executives who have resigned include Rajesh Aggarwal, head of debt advisory, Ruchi Sarna, national head of consumer investment banking, and Suresh Atal, a senior partner in transaction advisory, according to the report. Industry sources indicate that Rajesh Aggarwal and Suresh Atal are likely to join PwC, while Sarna is also expected to move to a competing firm.
This movement follows a significant change in Deloitte’s leadership and focus over the past two years. After Rohit Berry joined from KPMG as president of the vertical, the firm began prioritising deals valued at over $250 million. Berry was accompanied by senior executives Vivek Gupta and Manish Aggarwal, leading to a larger migration of over 200 professionals from KPMG to Deloitte.
The competitive landscape remains fluid. PwC recently appointed Anmol Bhandari, a former Deloitte executive, as head of its transaction services vertical, reinforcing its dealmaking ambitions.
In the professional services sector, senior departures often trigger further team movements, suggesting that more staff may follow these leaders to their new firms.
Despite these exits, Deloitte is actively looking to rebuild its ranks. According to the report, the firm is currently looking to hire between six and nine partners to address gaps in its debt advisory team as it aggressively seeks fresh talent to maintain its market position.
As the major accounting firms continue to compete for leadership, the hierarchy of the Indian advisory market is shifting. While Deloitte has successfully recruited heavily from its rivals in the past, it now faces the challenge of retaining its own senior experts as they are courted by competitors like PwC.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
