MAM
Nitin Sharma joins Infectious Advertising as VP – business
NEW DELHI: Infectious Advertising has roped in Nitin Sharma as its vice president – business.
At Infectious, Sharma will be responsible for leading important businesses for the agency. He will work closely with founding partner Nisha Singhania to not only consolidate existing businesses but also look at organic plus new business growth, the agency said in a press statement.
Sharma joins from the UAE Exchange in Dubai where he was the director – marketing strategy. He has also had stints at agencies like Ambience, Ogilvy, DDB Mudra and Leo Burnett India. With close to two decades of work experience spanning across advertising and marketing, he has managed brands across the entire spectrum of categories for different agencies.
"Today’s complex and dynamic marketing landscape demands a truly integrated, multi-dimensional approach to fully leverage the opportunities businesses have or solve for the problems they face. Our purpose here is not about creating fancy ads, but explore the unique calibrations of communication, technology and data to shape consumer behaviour and move businesses," Sharma said.
Infectious Advertising founding partners Nisha Singhania and Ramanuj Shastry said, “Nitin brings with him experience of working on big brands across markets. We look forward to having him on board as we have a shared vision for the agency. We are sure Nitin will help in taking Infectious to the next level.”
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
