MAM
Affle appoints Nikhil Kumar as growth and marketing chief
Leadership move aligns with AI-led strategy and 10X growth plan across markets.
MUMBAI: If growth had a face, Affle has just given it a new one. Affle 3i Limited has appointed Nikhil Kumar as chief growth and marketing officer for India and Emerging Markets, signalling a sharper push towards scaling its AI-led consumer intelligence and mobile advertising business. The move comes as part of the company’s broader leadership evolution tied to its long-term “Affle 3i” vision and an ambitious 10X growth plan, as it looks to deepen its presence across high-growth economies.
Kumar is no stranger to the ecosystem. Having spent over five years with the company, he most recently served as chief growth officer at mediasmart, where he led expansion across both India and international markets. With nearly two decades of experience spanning FMCG, retail, food and beverage, and ad-tech, his role now expands to integrating marketing more tightly with business growth.
The appointment reflects Affle’s ongoing effort to strengthen execution agility while scaling its AI-powered consumer platform stack globally. The company is increasingly leaning into verticalised, AI-first strategies, where data, intelligence and performance marketing converge.
In his new role, Kumar is expected to drive thought leadership positioning, align marketing with growth initiatives, and enhance Affle’s visibility across emerging markets areas that are becoming central to its next phase of expansion.
The timing is telling. As Affle steps into its 22nd year, the company is attempting to transition from steady growth to exponential scale, building on a two-decade foundation of consumer-focused innovation.
In a market where algorithms are the new billboards, Affle’s bet is clear, growth isn’t just about reach anymore, it’s about intelligence at scale.
MAM
Wellbeing Nutrition teams up with Dhurandhar cast for protein push
Campaign spotlights Mango and Swiss Chocolate blends as protein demand rises in India.
MUMBAI: If protein had a personality, this one would come in mango and chocolate. Wellbeing Nutrition has partnered with actors Gaurav Gera and Mustafa Ahmed from the film Dhurandhar to promote its expanding Whey Protein Blend portfolio, leaning into flavour-led storytelling to make performance nutrition more approachable. The digital campaign pairs each personality with a distinct flavour Gera with Mango and Ahmed with Swiss Chocolate bringing a seasonal and indulgent twist to a category often associated with routine and rigidity.
The move comes at a time when protein consumption in India is seeing a noticeable shift. As awareness around fitness, recovery and preventive wellness grows, consumers are increasingly seeking options that balance functionality with taste, while also offering cleaner formulations and greater transparency.
Wellbeing Nutrition’s expanded range is positioned to meet that demand, focusing on muscle recovery, strength and overall wellness, while aiming to address common concerns such as heaviness and bloating often linked to traditional protein blends.
By foregrounding flavour as much as function, the campaign attempts to reposition protein from a necessity to a daily habit people actually look forward to, whether it’s the summery appeal of mango or the familiarity of chocolate.
In a market where wellness is becoming as much about experience as efficacy, the brand’s bet is simple, if it tastes better, it sticks better.
