MAM
Berger wipes the slate clean with playful new easy clean TVC
MUMBAI: When crayons meet walls, most parents see red but Berger Paints wants them to see only smiles. India’s second-largest paint and coatings company has launched a new television and digital campaign for Berger Easy Clean Interior Paint, championing the promise: “No Daag. No Tension. Only Beautiful Walls.”
Conceptualised by Lowe Lintas, the heart-warming film dives into a scene familiar to every household: a child’s crayon doodles covering the living room wall. The family dog takes the blame, but instead of frayed tempers, the moment turns light-hearted as easy clean wipes away the mess in seconds restoring walls and moods alike.
Berger Paints India managing director & CEO Abhijit Roy explained the insight: “Walls often become a child’s first canvas. Our new TVC encourages parents to embrace those moments, knowing that stains are no longer a concern. Easy Clean has led India’s washable paint category for nearly two decades, offering homes both beauty and peace of mind.”
With its advanced stain resistance, Easy Clean targets the everyday mess of modern Indian homes, making upkeep stress-free while keeping walls looking brand-new.
Lowe Lintas executive director and head of creative for copy (South) Arpan Bhattacharya added: “Every parent has lived this story. Instead of portraying wall doodles as a problem, we chose to celebrate the innocence, because with Easy Clean, families can cherish the joy without compromise.”
Berger, the pioneer of washable interior emulsions in India, has long positioned itself at the intersection of innovation and everyday living. With Easy Clean, the brand is painting a future where childhood imagination leaves memories not permanent marks on the walls.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
