MAM
Alap Ghosh named first India CEO of Assembly
MUMBAI: Global omnichannel agency Assembly has appointed Alap Ghosh as its first-ever chief executive officer for India, effective 1 August. Based in Mumbai, Ghosh will report to matt adams, global chief operating officer, and lead the integration of Assembly’s media, tech, creative and commerce arms across India.
A digital veteran with over 25 years under his belt, Ghosh joins from Google India where he helmed data and technology partnerships, driving innovation for enterprise clients. His earlier stints include leadership roles at Jellyfish and founding a data consultancy, equipping him with deep experience across adtech, martech, programmatic platforms and commercial strategy.
“India is a critical growth market for Assembly and many of our global clients,” said Assembly global CEO Rick Acampora. “Alap brings the right mix of vision, scale and execution to help us build something truly distinct in the region.”
Ghosh will be tasked with unifying Assembly’s footprint across Mumbai and Bangalore into a single offering that delivers connected omnichannel experiences. His remit includes accelerating growth, building talent depth and pushing innovation across data, media and creative.
“India is moving at breakneck speed—creatively, digitally, and culturally,” said Ghosh. “By bringing our teams under one vision and one voice, we can build a next-gen agency model designed for where this market is headed.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
