MAM
Godrej Appliances engages consumers with its new conversational new campaign
Mumbai: Godrej Appliances, part of Godrej & Boyce, the flagship company of Godrej Group, rolled out a new social media campaign #FoodKaMoodBadlo to educate consumers on maintaining food freshness through a series of engaging influencer-led videos.
Prolonging the shelf life of refrigerated foods and retaining their freshness for longer is possible by following some simple hacks at home. The brand has seamlessly narrated these tips through a series of videos created in collaboration with influencers. From selecting the right fruits and vegetables to mastering the art of cleaning and maintaining a well-organized refrigerator, viewers will discover the key to unlocking the secrets of food freshness.
Godrej Appliances marketing head Swati Rathi said, “With Unique Nano Shield Technology (patent applied), Godrej Frost Free Refrigerators have moved from cooling to disinfection within the refrigerators, raising the bar in food preservation. The social media campaign we deployed, also aimed to raise the bar when it comes to engaging consumers on food freshness. It revolves around some insights – 1. With an increasing number of young nuclear families, people have forgotten the art of picking fresh produce 2. Refrigerators can enhance and maintain freshness but need fresh ingredients to begin with. 3. Simple hacks around food storage and organization can go a long way in maintaining food freshness. Armed with these insights, we engaged with influencers to put out conversational and aesthetic content that educated our viewers on how to maximize the life of their foods.”
The captivating videos of the #FoodKaMoodBadlo campaign can be viewed on Instagram through the accounts of Nitya Hegde (@finefettlecookerys), Shreya Agarwala (@ohcheatday), and Saloni Kukreja (@salonikukreja).
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
