Brands
Courtyard By Marriott reveals new positioning
MUMBAI: Hospitality company Marriott International has given one of its key brands – Courtyard by Marriott – an updated logo and look. On the occassion, the company has also launched a new ad film that reflects its new positioning focussing on what success means to its next generation of guests.
Created by Ogilvy Mumbai, the campaign revolves around a day in the life of Garima Avtar – one of India’s top female rally drivers. It merges her stint on the track with her stay in the hotel seamlessly and reveals how the brand supports the champion in her passion for rally racing.
Ogilvy Mumbai group creative director Burzin Mehta said, “Speaking to one’s audience for the very first time is never easy. And this campaign was no different. But what stood out in this brief was the absolute synergy between the brand and its audience.”
He adds, “The spot, aptly titled Driven, tells the story of a real trailblazer – a female champion in a male-dominated sport. Unlike lots of hospitality advertising, this one’s not so much about rooms and restaurants as much as it is about mirroring the attitude of the consumer. And we’ve seamlessly merged two very different aspects of Garima’s life, to tell that story.”
Marriott International Asia Pacific vice president – brand and marketing Mike Fulkerson said, “The evolution of the Courtyard brand reflects the changing mindset of Courtyard’s “next generation of guests” – trailblazers who have a different perception of success (it’s not just about climbing the career ladder, but more about chasing their personal and professional passions, and collecting experiences). The spot is an articulation of our shared belief system – the passion that drives you as a person, is the passion that drives us as a brand.”
Debuting with a video spot on CNBCTV18.com’s new digital series ‘Disruptors’ (of which Courtyard by Marriott is also a sponsor), the video will also run across other digital advertising platforms and the brand’s social media channels.
Brands
Harsh K. Rai named CEO of Mahindra’s farm division & gromax
Seasoned business leader returns to India to head farm division and gromax
MUMBAI: Mahindra Group has appointed Harsh K. Rai as CEO of its farm division and gromax business, marking a significant new chapter in the executive’s three-decade corporate journey.
In his new role, Rai will steer the strategic direction and growth of Mahindra’s farm equipment and agri solutions portfolio, focusing on innovation, scale and deeper market reach across the agricultural ecosystem. His appointment comes at a time when India’s farming sector is undergoing rapid transformation, driven by mechanisation, technology and evolving rural aspirations.
Announcing his move, Rai struck a personal note. “Back in India. Back to roots. Joined Mahindra Group as CEO – farm division & gromax,” he shared. Reflecting on his first few weeks in the field, he spoke of meeting “talented teams, passionate partners and friendly farmers”, and praised Mahindra’s legacy of trust and its enduring commitment to innovation in agriculture. “Looking forward to build it together,” he added.
Rai joins Mahindra after serving as CEO of overseas spinning at Aditya Birla Group in Jakarta from August 2023 to January 2026. Prior to that, he was senior executive president at UltraTech Cement, where he spent over four years in Mumbai overseeing key business operations.
A large part of his career, however, was shaped at PepsiCo, where he held multiple leadership roles over 14 years. From marketing head for new brands such as Tropicana and Gatorade to vice president sales and commercial unit gm for India food and beverage, Rai built a reputation for driving growth across regions and categories. He also served as CEO and managing director of NourishCo Beverages Limited, the joint venture between PepsiCo and Tata, and sat on its board.
His early career began at Wipro Consumer Care and Lighting, where he rose through the ranks from management trainee to regional manager in the lighting division.
From beverages to building materials and textiles, Rai has led businesses across sectors and geographies. Now, as he returns to India’s heartland with Mahindra’s farm portfolio in hand, the focus shifts to fields rather than factory floors. If his track record is anything to go by, the seeds of growth may already be sown.
