MAM
Shubhodip Pal named CEO of ITW Universe’s integrated marketing division
MUMBAI: ITW Universe just made a power move in the marketing world. The company has brought in Shubhodip Pal as the CEO of ITW’s Integrated Marketing Services (ITW IMS) division. With 27 years of experience and a reputation for turning brands into household names, Pal is set to supercharge ITW’s game plan across sports, media, and entertainment.
Pal isn’t just a marketing pro—he’s a brand magician. He has led Samsung, ABN Amro Bank, Hewlett Packard, Micromax, Balaji Motion Pictures, and Revolt Motors to new heights. From launching Samsung’s legendary sports campaigns to transforming Micromax into a billion-dollar empire (yes, with Hugh Jackman in tow), his career is basically a masterclass in marketing wizardry.
ITW Universe co-founder Bhairav Shanth welcomed Pal with enthusiasm, “We’re thrilled to welcome Shubhodip Pal to the ITW family. At ITW, we’ve always been at the forefront of innovation, and I have complete confidence that Shubhodip, with his groundbreaking ideas, will drive our vision even further. ITW IMS is a transformative division, and I can’t think of anyone better suited to lead it. Over the course of his career, Shubhodip has consistently demonstrated a unique ability to transform brands and leverage cutting-edge marketing strategies, which aligns perfectly with our commitment to delivering exceptional value to our clients.”
Pal’s portfolio includes some of the biggest marketing campaigns in India:
. Samsung Cup – Spearheaded the brand’s cricket initiatives, including India’s tour of Pakistan after 13 years.
. Hewlett Packard’s Rebrand – Led HP’s transition from a B2B brand to a lifestyle powerhouse, introducing fashion-inspired laptops and the first digital cricket trophy with BCCI.
. Micromax Boom – Took the brand from $350 million to $1.3 billion in 3.5 years, launched industry-first campaigns, and brought Hugh Jackman onboard.
. Googly Media – As CEO, built a Singapore-based gaming platform from concept to launch, securing major partnerships in less than a year.
. Balaji Motion Pictures – Oversaw blockbuster hits like Ek Villain, Udta Punjab, Veere Di Wedding, and Half Girlfriend.
Pal is stepping into ITW IMS with a crystal-clear goal—giving brands a single-window solution for maximising media, sponsorships, and creative strategies. Sharing his excitement, he said, “I am very excited to be a part of ITW’s growing vision as one of the largest sports and entertainment agencies in the country. ITW has helped brands create a niche in sports and beyond, the need of the hour is a single window solution for brands to leverage which combines media, creative, maximising the Sponsorships which they invest in and actionable strategy across mediums and diverse platforms available today. With ITW working with 39 brands last year during the IPL was landmark on its own showing trust in us delivering solutions and activating rights be it Offline or online. I am looking forward to leading our dynamic team and spearheading our transformative approach across the BU’s in ITW and giving our clients bang for their buck. Customisation solutions for brands, understanding their needs and delivering is key to our success – we will always be part of the Brands CMO’s team for the brands we work with.”
With Pal at the helm, ITW IMS is gearing up for major brand collaborations, data-driven marketing strategies, and deeper engagement in sports and entertainment sponsorships. The division has already bagged several high-profile mandates, with more announcements on the way.
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
