MAM
Araldite strengthens bonds in India with #BondsThatLastForever campaign
Araldite, a 70 years old leading Swiss adhesive brand believes in repairing not replacing because it knows everyone owns irreplaceable things. The company’s #BondsThatLastForever campaign has attracted over one million views and is still going strong.Indians have connected with the company’s philosophy that in every Indian home, there are items that are worth far more than their price. Should such things break, repurchasing a similar piece cannot compensate for the loss.
The company’s campaign is rekindling the relationship the firm has enjoyed with India. Araldite had been India’s favourite brand for decades. Its nationwide digital campaign is once again bringing this once beloved brand to the attention of Indians. Locked at home during quarantine with little to do, people are re-examining their lives. They are reliving their relationships with epic shows they grew up watching and with brands like Araldite that were inside every Indian home.
Araldite believes that the lockdown has taught society not to take relationships or material things for granted. Both can suddenly break. Yet connections can grow stronger when material things exchanged between people are looked after. In this challenging time, people cannot step out of their homes to replace broken items; however, should the need arise; they can quickly repair them with an adhesive. They have established and extended this thought through some simple yet effective DIY solutions to upcycle, repair and make essential home décor and furniture around the home on https://www.araldite.in/diy/.
The adhesive of choice for an earlier generation, Araldite is making its presence felt among all Indians. Over one million people have been reached with the brand's message in less than three months. They have expressed their connection to the brand by showering its message with likes. Younger Indians especially received the company’s digital marketing campaign well.
The company’s digital-only launch was conceptualised, written, and directed by a leading advertising agency.
Link to the DVC: https://youtu.be/L4IpLMWceo8
Speaking about the success of the campaign, Araldite’s Shenoy Muralidhara, Commercial & Country Director Huntsman Advanced Materials said "Our digital campaign struck a chord with Indian audiences. We owe the success of the campaign to our ability to understand the Indian worldview. In a country where bonds run deep, we’ve connected with the audience by demonstrating that it’s better to repair than replace.In India, ties to family and society mean everything to most people. We’ve brought home the message that the strongest bonds are strengthened when the simplest things are exchanged. Such precious gifts can never be replaced. When they break, they ought to be repaired. Our product makes bonds that last forever; we believe that our audience has understood this well”
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
