Brands
Vijay Sales campaign garners 2.56 mn impressions across social media
Mumbai: Vijay Sales’ latest campaign for its new store launch has garnered 2.56 million cumulative impressions across social media. Conceptualised and executed by Puretech Digital, the campaign included an interactive contest to generate more buzz for their new store openings in Telangana and Andhra Pradesh via their launch film.
Vijay Sales announced a hook step challenge called the ‘#VijaySalesMove’ and collaborated with social media influencers, to promote the challenge and the presence of the stores. Puretech Digital strategically roped in regional influencers to bring in a local and personal touch to the activity. Influencers like Pranavi Manukonda and Aqsa Khan participated and posted reels doing the hook step. The audience was encouraged to recreate the hook step and win exciting prizes.
The “#EkkadakiVelaali” campaign contest was announced on 29 July 2022 and ran for one month, until 31 August. The contest winners were revealed on 1 September, and the three winners and runners-up were gifted with exciting prizes like OnePlus televisions and boAt headphones.
Speaking on the success of the activity, Puretech Digital’s branded content vertical RevUp business director Aastha Beecham said, “The campaign was centred around engaging the audience of the region to make them aware of the launch of the Vijay Sales stores in Telangana and Andhra Pradesh. From the feisty rap composition to the hook step challenge, we had a great time shaping this new, fresh messaging tone for the brand. The “#EkkadikkiVellaali” campaign received an overwhelming response from the audience, making it a great success for us and the brand as well.”
Commenting on the association, Vijay Sales director Karan Gupta said, “Our partnership with Puretech Digital has enabled the integration of a creative facet to our communication, and with this campaign, it has only gotten better. This campaign is very close to us, and the agency has delivered effectively due to the foundation of the relationship we’ve held for the last two years.”
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.
