MAM
ASICS India inks deal with cricketer Prasidh Krishna
Mumbai: Japanese sports performance brand ASICS welcomed Indian cricketer and prolific right-arm fast bowler Prasidh Krishna into the ASICS family. He broke a 24-year-old Indian record for most wickets in an ODI debut by picking up four wickets against England in March 2021. He is admired by the younger generation across the country for his dedication, and pursuance, resonating with the ASICS brand philosophy of ‘A Sound Mind in a Sound Body.’
Known for his speed, fitness, and agility, Prasidh is one of India’s finest bowlers. Earlier this year, he yet again made his presence felt at the international stage by delivering a phenomenal performance in an ODI series against West Indies and was awarded the ‘Man of the Series’ title.
Commenting on the association, ASICS India and South Asia managing director Rajat Khurana said, “We at ASICS India are delighted to announce our association with International Indian cricketer and the very talented fast bowler Prasidh Krishna. His unparalleled energy and exciting potential mesh well with our mission to showcase the power of sport through the transformation of not just the body but also the mind. Through this collaboration, we endeavour to build a stronger sporting spirit and ambition with young and emerging athletes.”
Delighted about his association with ASICS, Prasidh Krishna said, “I am really excited to be a part of the ASICS family. I admire the brand’s vision, philosophy, and legacy that the brand has built in the sport of cricket. Together, I hope that we can create a meaningful impact in the minds and lives of aspiring athletes.”
ASICS has been working with young and emerging athletes across different sports. Known for being a pioneer in footwear technology and innovation, ASICS India’s partnership with Prasidh Krishna will further reinforce the company’s dedication, and promote awareness about the transformational power of sport and the uplifting impact it has on the body and mind.
MAM
HUL appoints Pavan Bedi as CMO for Foods business
Veteran marketer with 22-plus years at Unilever takes charge of foods portfolio in Mumbai.
MUMBAI: HUL’s foods division just got a seasoned flavour boost because when it comes to seasoning success, Pavan Bedi knows exactly how to stir the pot. Hindustan Unilever (HUL) has elevated long-time leader Pavan Bedi to chief marketing officer for its Foods business, the company confirmed on 23 February 2026. Bedi, who has spent over 22 years with the FMCG giant, shared the news himself on LinkedIn, writing: “I’m delighted to share that I will be stepping into a new role as CMO Foods, HUL”.
Before this Mumbai-based appointment, Bedi served as global brand vice president for more than four years. His career is dotted with high-impact global roles: he was global brand director for Pond’s (based in Singapore), driving innovation across South Asia, Africa, and the Middle East, led the high-profile rebranding of Fair & Lovely to Glow & Lovely as global brand director; and spent six years shaping Lifebuoy’s “Purpose agenda” and “Social Mission”, forging public-private partnerships with the United Nations and other platforms.
Now overseeing HUL’s sprawling foods lineup from staples to snacks and everything in between Bedi steps into one of the company’s most dynamic verticals at a time when consumer tastes are evolving fast. His track record blending global scale, brand transformation, and purpose-led marketing makes him a natural fit for steering strategic growth and creative campaigns in the category.
In his LinkedIn post, Bedi underscored his enduring commitment to Unilever’s vision, framing the move as another chapter in a career built on long-term impact rather than quick wins.
For an organisation that thrives on trusted, household names, Bedi’s elevation is less a surprise and more a reminder, the best recipes for growth often come from ingredients that have been simmering for over two decades. Whether it’s rebranding icons or building purpose at scale, he’s now tasked with making sure HUL’s foods business stays as appetising tomorrow as it is today.
