MAM
Uniqlo features Jasprit Bumrah in new AIRism campaign
Cricketing superstar showcases comfort and calm in authentic ad film.
MUMBAI: When Jasprit Bumrah runs in to bowl, the stadium erupts with “Boom Boom Bumbrah” but off the field, the Indian pacer is all about quiet confidence and effortless style. Uniqlo has captured exactly that in its latest ad film. Entourage Films, conceptualised and created by Creativeland Asia, presents Bumrah in a refreshingly candid light for Uniqlo’s AIRism Oversized t-shirts. Moving away from typical polished celebrity ads, the film embraces simplicity and authenticity, mirroring Bumrah’s calm and consistent on-field persona.
Instead of dramatic cricket moments, the ad shows the fast bowler in relaxed, everyday situations playing croquet, chatting casually, smiling, playing Jenga, and simply being his cool, composed self. Throughout these unforced scenes, Uniqlo’s breathable, versatile AIRism fabric takes centre stage, highlighting its comfort, flawless fit and easy silhouette.
Entourage Films founder and executive producer Garima Arora said the brief was straightforward: avoid stylised glamour and let the scenes breathe naturally. “We wanted to show Bumrah’s calm demeanour and effortless performance, which perfectly aligns with Uniqlo’s philosophy of simplicity, quality and comfort,” she noted.
Director Ishaan Nair, who was working with Uniqlo for the sixth time, added that Bumrah was an ideal fit. “He’s easy, effortless, dependable just like the brand. The shoot was quick and painless because he is as quick off the field as he is with the ball,” he said.
The campaign is being rolled out across digital, social, out-of-home and in-store mediums.
In a world full of loud celebrity endorsements, Uniqlo and Bumrah have delivered something refreshingly different, an ad that feels as comfortable and reliable as the AIRism t-shirts themselves. Boom Boom indeed, but this time, it’s all about calm, cool comfort.
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
