MAM
BC Web Wise appoints Chagas Ferdinando as the Senior Creative Director
MUMBAI: A leading independent digital marketing agency BC Web Wise appoints Chagas Ferdinando as senior creative director. Chagas will be responsible for planning and overseeing the creative brand campaigns for BC Web Wise.
He has been part of the digital advertising industry since 2003. Chagas began his career at BC Web Wise before moving to Law & Kenneth, Techshastra and then to Saatchi & Saatchi part of the Publicis Group. He has worked with brands across FMCG, telecom, insurance, fashion, reality, and entertainment verticals – BigBazaar, Idea Cellular, IDBI Federal Life Insurance, Steve Madden, Tata Value Homes, NEWish, to name a few.
Talking about the new appointment BC Web Wise founder and MD Chaya Bhardawaj said, “Chagas Ferdinando has to lead our creative team as creative director before he ventured off on his own a few years back and then did a few stints in network agencies. He has always been a part of our family, no matter where he was, we share a very closely-knit family connection with members like him, right from what he did for the brands we serviced, to fathering his twins. He has always been a designer who thinks out of the box, with a keen eye on branding and consumer connects, coupled with what’s trending on digital. He has always had really cool ideas that break the clutter in the market. He won a lot of metals for us in his earlier stint with us and we are all excitedly looking forward to more of such delightful work from him.”
Commenting on the new appointment, BC Web Wise chief creative officer Dinesh Swamy said, “The creative act is a responsibility, where the end-user gets to not only witness but experience ideas. It has become challenging to combine emotions and Call To Actions for a better impact. Appointing Chagas as the senior creative director will add a new dimension to our creative process and solve our challenges with his new-age design knowledge of storytelling. I have worked with him earlier and am excited for him to be part of the team and create magical work”
Speaking about his new appointment BC Web Wise senior creative director Chagas Ferdinando said, “I am super excited to be back in this fishpond after a decade to work with Chaaya and team. 2020 is a momentous year and brands will need to work harder than ever to provide value across platforms to become a part of their target audience consideration and stay there."
Brands
International Women’s Day ’26:Â The rise of self-purchased jewellery among working women
By Trisha Paul, head of merchandising, Kisna
MUMBAI: You know that feeling when you buy something with your own money for the first time? Not the first time ever, but the first time with money you actually earned, for something entirely, unambiguously yours.
Fine jewellery has always been given. At weddings, at festivals, at milestones on someone else’s timeline. What is changing is that a growing number of women are buying it for themselves, to mark moments they defined. The question is no longer whether to do it. It is how to do it well.
For women in the early years of a career, a first piece can cost well under Rs. 1 lakh. Many cost a fraction of that. What matters is choosing for your life, your wardrobe, and the milestone you are marking. The woman buying for herself today wants something that works with her life every day, not just for a special occasion. She is thinking about longevity, about versatility, about what still feels right in five years. That shift has changed the entire conversation around what accessible fine jewellery needs to be.
The First Step: Daily Dainty Diamond Neckwear
The right first piece isn’t the most expensive one you can afford. It’s the one you’ll actually wear. A delicate diamond pendant or a fine diamond necklace in 9KT, 14KT, or 18KT gold hits that sweet spot: understated enough to feel effortless, special enough to feel like you.
You’ll reach for it on Monday mornings and Friday nights without a second thought. It works with almost everything in your wardrobe, and over time, it becomes less of a purchase and more of a constant, something that quietly holds both meaning and value.
A Reliable Classic: Diamond Studs That Hold Value
A pair of well-sourced diamond studs in 18KT or 14KT gold is as close to a guaranteed wearable asset as fine jewellery gets. Round brilliant cuts hold their appeal longer than more fashionable styles and resist the ageing effects of trend. Look for independent grading documentation when you buy. The difference it makes to what a piece is worth at exchange is significant, and it is a straightforward thing to ask any reputable retailer for.
Building a Collection That Marks Your Milestones
For women who would rather accumulate meaning incrementally, stackable rings are the most satisfying category. A plain gold band for the first salary. A diamond-set ring for the first promotion. Another for the move or the launch. Each band is its own modest commitment. Together they become a record, worn on your hand, of everything you have done.
Starting Small: Savings Plans and Digital Gold
Not every first purchase needs to be immediate. If you prefer a value-driven approach, begin with a jewellery savings plan from a credible retailer. These plans typically allow you to set aside a fixed monthly amount for 10 months, with the retailer contributing an equivalent 11th month that can be redeemed toward a diamond jewellery purchase. For those who would rather build value gradually and with greater flexibility, digital gold offers another route. It allows you to accumulate gold in small increments online and redeem it against physical jewellery when you are ready. The habit of building towards something is often more valuable than the thing itself.
The Bigger Picture
Fine jewellery in India has always told stories. For a long time, those stories were written by someone else. The piece you buy with your first salary is a story you are writing yourself. It does not need to be expensive to be meaningful. It needs to be right for your life, and bought because you decided it was time.
