MAM
Bacardi India appoints Monojit Mukherjee as the director of external affairs
Mumbai: Bacardi India Pvt Ltd, the privately held spirits company has appointed Monojit Mukherjee as director of external affairs for India and Neighbouring Countries. With an illustrious career spanning 25 years, Monojit brings a wealth of experience in navigating regulatory landscapes and fostering strategic partnerships across central and state governments and industry bodies.
In his latest role at Bacardi, Monojit will spearhead Bacardi’s external affairs strategy, leading engagement with local and state governments and central government to create responsible, consumer-centric, government initiatives, while ensuring full compliance and a commitment to always doing the right thing. Monojit is a highly networked leader, with a strong compliance understanding of the regulatory regime at both central and state levels, as well as working with alcohol associations such as ISWAI, SWA, DISCUS, Spirits Europe and more.
His journey at Bacardi follows his impactful tenure as chief corporate affairs officer at United Breweries Ltd (Heineken India), where he drove business continuity and regulatory challenges, enabled price increases across several states and responsible consumption initiatives. He also spearheaded ease-of-doing-business initiatives in coordination with several key central government ministries, the Department for Promotion of Industry & Internal Trade (DPIIT) Invest India & Confederation of Indian Industry (CII). Before this, Monojit Mukherjee served as the General Manager – External Affairs at Pernod Ricard India, where he played a key role in driving the company’s growth while ensuring compliance with regulatory standards. Previously, he held strategic roles at JSW Steel Ltd and GMR Group, contributing to major infrastructure projects like Delhi and Hyderabad International Airports in the country.
Joining India’s leadership team from the company’s Gurgaon office, Monojit will report directly to Bacardi India & Neighboring Countries managing director Vinay Golikeri who said, “We are pleased to welcome Monojit Mukherjee to the Bacardi leadership team. His extensive experience and understanding of the regulatory landscape will be invaluable to us as we navigate the evolving market dynamics of India and neighbouring countries. We look forward to his leadership in driving our external affairs strategy and fostering a regulatory environment that is beneficial for our consumers, our industry, and our business.”
Speaking about his new role, Monojit Mukherjee said, “I am thrilled to join Bacardi’s accomplished leadership team as we embark on a journey of historic growth. I look forward to collaborating with our talented team and industry stakeholders to drive impactful initiatives that guide us towards continued success in the spirits industry.”
Monojit’s appointment marks a pivotal move, providing a voice for Bacardi India within key industry, government, and regulatory decision-making bodies.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
