MAM
Moms rolls out Mother Dairy’s expansive OOH campaign in Lucknow & Varanasi
MUMBAI: Moms, the outdoor specialised unit of Madison World, has successfully rolled out a high-impact outdoor campaign for Mother Dairy, covering the key cities of Lucknow and Varanasi.
The campaign spans a diverse mix of media formats, including billboards, unipoles, metro station branding, train wraps, LEDs and FOB facades — all strategically placed across high-footfall zones. The objective was to reinforce Mother Dairy’s strong presence in the region and engage consumers through a visually striking and expansive outdoor network.
Speaking on the campaign, Moms VP – North & East, Prashant Mishra said, “Our strategy was to drive high-frequency and high-impact visibility through a blend of static and dynamic formats. Lucknow and Varanasi are key markets for Mother Dairy and this campaign ensures the brand connects with consumers through smart placements and extensive reach.”
Mother Dairy spokesperson added, “This outdoor campaign, rooted in our Maa Jaisi brand narrative, is a step forward in reinforcing our presence in key markets of Uttar Pradesh. Through a vibrant and wide- reaching OOH network, we aim to strengthen brand visibility and deepen our connect with consumers in Lucknow and Varanasi.”
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.
