Brands
Nouriture signs Pankaj Tripathi as brand ambassador
MUMBAI: Anmol Feeds has roped in actor Pankaj Tripathi as its first brand ambassador for the cattle feed brands Nouriture Godhenu Gold, Milk-o-milk plus, and Super 20 plus.
The company that recently launched its products under the umbrella brand Nouriture to meet the growing challenge of quality livestock feeds in the market aims to change perceptions through its new positioning of ‘Sirf chusti nahi, pushti bhi’.
The Indian animal feed market reached a value of Rs 942.4 billion in 2020 and is expected to grow at a CAGR of 12.5 per cent during 2021-2026. Cattle feed involves 20 per cent of the overall market share and is an evolving category in the Indian rural market. Yet, there is a huge need gap when it comes to awareness amongst the farmers about the right compound feed for optimum benefits from the cattle, said the brand.
“We wanted to create a high recall for our cattle feed brand, Nouriture Godhenu Gold. Pankaj Tripathi has a unique appeal across the country with his own inimitable style. He is an energetic and versatile actor with a rich legacy of work. His common man personality resonates with our brand values, and we believe the association will go a long way in not only achieving the desired top-of-the-mind brand recall but also in bringing about a paradigm shift in farmer behaviour towards the right feed,” said Anmol Feeds managing director Amit Saraogi.
The ad film conceptualised by Shreyansh Innovations and directed by Ankit Dahiya aims to position the brand towards strengthening the changing dynamics of the livestock feed industry. The film that credits Vaishakh Jhunjunwala as creative director features a farmer who arrives at the village market to sell his share of milk. He is greeted by Tripathi who throws a very odd question at him which leaves him thinking. He compares the farmer’s cow to a goat after seeing his milk canister’s size.
“Cattle feed advertising has largely been restricted to very loud and run-of-the-mill kind of work. It lacks the necessary punch and argument that helps farmers make a conscious decision. The film’s plot, the dialogues, and the choice of a brand ambassador have been crafted in a manner that ticks all of the above boxes and brings in newness to this category,” said the team associated with the conceptualising of the advertisement, comprising Shreyansh Innovations founder-director Shreyansh Baid, Debdarsan Dutta (chief creative officer) & Vaishakh Jhunjhunwala (creative director).
“Being a farmer’s son myself I could relate to the brand language of Nouriture. I come from a place where education about the right livestock feed is much needed for rejuvenating the dairy business,” said Tripathi.
The campaign is live across social media, outdoor, print, and on-ground channels.
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.
