MAM
Pulp Strategy wins digital mandate for Whirlpool
NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, has assigned its digital mandate to Pulp Strategy. The mandate covers markets in SAARC countries like Bangladesh, Nepal, Sri Lanka and so on. As part of the mandate, Pulp Strategy will handle the brand’s presence across all digital platforms, including building and managing technology, media planning, media buying, digital creative and content, and social media. The digital agency will also be responsible for planning and executing new digital initiatives for the brand.
Shivram B, head SAARC, exports and NB unit, Whirlpool said “Pulp Strategy has shown a deep understanding of the digital consumer journey and is aligned to our goals. We are looking to work with them closely to increase our brand preference and engagement across touchpoints in DCJ leveraging their creative prowess and data-driven approach.”
The association was kickstarted with a new festive campaign that talks about the advanced ability of Whirlpool washing machines in hygiene and care. The washing machine is powered by an advanced in-built heater which removes up to 99.9 per cent germs and allergens and has the hot catalytic soak feature. The campaign went live in Bangladesh and the market saw a surge in washing machine demand. The consumer behaviour, language and platforms are unique to the country and the campaign which was Bangladesh-first leveraged this opportunity to strengthen awareness for Whirlpool washing machines amongst the audience. It was rooted in deep research about the market and consumer behaviour.
The campaign was launched with a digital film focusing on the relationship between a mother and her child. The film treatment is candid, simple, rooted in consumer insight and highlights parents’ need to keep their kids safe from germs and infection while giving them the freedom they need to play and grow in these times. The ad reached millions of consumers digitally and was widely accepted with a high engagement and share rate. The campaign also had fun and peppy snackable video content.
Ambika Sharma, managing director of Pulp Strategy said, “We take immense pride in the work we have done previously for brands across the business spectrum, ranging from emerging start-ups to global brands. We are delighted to partner with Whirlpool, the team is bubbling with energy and has a strong insight into their consumer sub sets. Whirlpool has powerful products on its portfolio, vibrant, fast paced with immense potential in the digital space. In the coming times we will focus on improving engagement and infusing technology into the current digital practice while we work towards strengthening the brands digital presence.”
Brands
IndiGo appoints captain Rohit Rikhye as head of operations control centre
Leadership change follows dgca penalties and december flight disruptions
MUMBAI: IndiGo has appointed Captain Rohit Rikhye as the new head of its operations control centre (OCC). The appointment, effective immediately following an internal announcement on Friday, sees Rikhye take over from Jason Herter. He will report directly to the chief operating officer (COO), Isidre Porqueras.
Captain Rikhye brings over 11 years of experience within IndiGo to the role. He previously served as chief pilot for standards, QA, and ops safety. In his new position, he is responsible for the airline’s central nerve centre, overseeing flight operations, including real-time coordination, planning, and dispatch; tracking and compliance, ensuring all flights adhere to air traffic control and safety regulations; and resource management, handling crew scheduling and rostering across the network.
The leadership transition comes after a period of significant operational challenges in December 2025. These lapses resulted in strict intervention from the directorate general of civil aviation (DGCA) in January 2026.
According to statements made by additional solicitor general Chetan Sharma on behalf of the civil aviation ministry, the regulator imposed penalties totalling Rs 22 crore on the airline. The regulatory response also led to the dismissal of a senior vice-president to address the systemic issues identified during the disruptions.
The OCC is critical to the airline’s daily performance, managing everything from flight paths to crew availability. By appointing a veteran from the safety and standards division, IndiGo aims to strengthen its regulatory compliance and ensure operational stability moving forward.
