Brands
Srijita Das Roy named VP at FTA Global
MUMBAI: FTA Global, the new-age marketing company, has named Srijita Das Roy as vice president of brand & communications. Tasked with steering the company’s internal and external brand narrative, Das Roy will focus on transforming FTA Global into a fast, tactical and accountable marketing powerhouse.
With over 11 years in marketing and communications, Das Roy joins from NP Digital India, where she was director, managing marquee accounts, launching client video testimonial programmes, and leading cross-functional teams spanning SEO, paid media, social and technology.
“Srijita brings the perfect mix of strategic vision and hands-on execution. Her expertise in integrated delivery frameworks will accelerate FTA Global’s position as a marketing operating system,” said FTA Global founder & managing director Senthil Kumar Hariram.
Das Roy said, “I’m excited to join FTA Global at this pivotal moment. I believe lasting growth comes from putting people before the company. My goal is to build a brand that empowers both the organisation and its people to grow with purpose.”
FTA Global, founded by Senthil Kumar Hariram, positions itself as a high-performance marketing operating system. Its Team-as-a-Subscription (TaaS) model embeds growth teams into client workflows, delivering expert solutions across SEO, paid media, content, creative and analytics, blending human insight with advanced technology for faster, efficient brand growth.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
