MAM
DigiDarts bags the digital mandate for BornGood
NEW DELHI: Home care solutions company, BornGood partnered with performance-based digital marketing agency DigiDarts, to give leverage on digital platforms and to expand, promote its brand presence. Digidarts will solely be managing BornGood’s media buying, strategic and creative execution of organic and paid digital marketing requirements. With this mandate, BornGood hopes to utilize digital marketing tools to push its USPs and core business goals, which is to make the surrounding and planet better.
BornGood provides plant and science-backed home care solutions, helping people to contribute to making the planet better in a small yet significant way. Their products have been formulated with the utmost care and precision for the laundry needs of today, backed by 50 years of expertise in the field of global textile processing from their parent companies- Ramsons garment finishing equipment & European textile chemical corporation(ETCC). BornGood’s mission is to focus on bringing cutting edge technology for the Indian consumers, to better take care of the clothes, skin, and environment.
At BornGood, all the products are USDA certified. BornGood is India’s first eco-friendly startup which has introduced refill packing that contains upto 70 per cent less plastic than bottles, is more economical, and results in less carbon emission. In addition, are working on a program to collect the plastic packaging back from the customer. Innovation (performance range of laundry detergents) they have launched India's first Antimicrobial detergent, proven to kill bacteria and deactivate viruses. Designed for activewear and can be used in all clothes, towels, and linen. They are also planning to launch India’s only Shade Revive detergent which is proven to restore the color in dark and faded garments and also prevents new garments from fading.
Speaking about the collaboration with the agency, Be Better Personal Care Private Limited(BornGood) founder and director Mohit Belani said, “Born Good was created to help people positively contribute to the planet in a small yet significant way and we are pleased to work closely with Digidarts whose vast expertise will help us bring our products to a wider audience"
Adding to the conversation, DigiDarts founder & director Siddhartha Vanvani said, "Excited to take on a new journey with Born Good, whose mission statement to positively contribute towards the betterment of the planet resonates very well with our values. We shall be looking after the digital aspects of introducing and marketing a unique line of products to the Indian buyer space. Our aim is to help initiate small steps in home-care which yield a more sustainable lifestyle for consumers."
MAM
McDonald’s India CBO Arvind RP exits after seven years
The chief business officer exits after a stint that took him from marketing to leading South India operations.
MUMBAI: Arvind RP is out. The chief business officer of McDonald’s India has stepped down from the fast-food giant after more than seven years, and is currently serving out his notice period.
It is a significant exit. Arvind joined McDonald’s India in 2019 as director of marketing and communications, a fairly conventional brief, but steadily accumulated responsibilities until he was running the profit and loss for the company’s entire South India operation, with store operations, new outlet development, marketing, human resources and training all falling under his remit.
In a LinkedIn post, he was characteristically warm about his time there. “Looking back, many of the moments that stand out in my career aren’t just about outcomes or milestones; they’re about the incredible people who were part of the journey,” he wrote, adding that he had been “lucky to be surrounded by fantastic team members.”
Before McDonald’s, Arvind spent six years at skincare chain Kaya, where he led marketing and analytics, overseeing brand-building, product innovation and digital and customer relationship management. His career spans a remarkable sweep of Indian industry: retail at Levi Strauss & Co, consumer goods at Britannia Industries, and automobiles at TVS Motor Company, where he also took an international posting in Jakarta.
With 25 years of experience across quick-service restaurants, beauty, fashion and FMCG, Arvind will not be short of takers. The only question is who moves first.
