MAM
Supplements brand Setu appoints Lowe Lintas to handle creative duties
MUMBAI: Setu, a natural nutritional supplements brand, has awarded its creative mandate to Lowe Lintas. The win comes on the back of Lowe Lintas’ strong experience in successfully building startup brands, a few of which have become ‘Unicorns’ with valuations exceeding $1 billion.
The Mumbai office of Lowe Lintas will handle the business.
With this creative mandate, Lowe Lintas will be expected to create a strong strategic roadmap for the brand, supported with digital-first thinking on communication.
Setu is a new-age, natural-led brand that crafts nutritional solutions to strengthen body functions against modern lifestyle induced conditions.
Currently, Setu is available exclusively online but is building out significant offline distribution and sales capabilities. Setu’s long-term objective is to become the natural supplement brand of choice.
Setu founder Nihaal Mariwala says, “We at Setu are very excited to work with Lowe Lintas on the next phase of our evolution as a brand. Their extensive and storied history in the consumer goods space will serve as well as we continue to craft the natural supplementation brand of choice for the Indian consumer. We look forward to reinforcing the importance of preventive nutrition and good health to our Indian audiences through unique, clutter breaking and compelling campaigns.”
Lowe Lintas CEO Raj Gupta adds, “Health supplements are fast gaining relevance in our lives and hence growing at a robust pace. It’s a nuanced category and building a brand like Setu in such a category is extremely exciting. As digital plays a critical role in this category, a lot of work on this brand would be led by digital, which makes it even more exciting.”
Brands
Euler Motors elevates Pallavi Arora to associate VP, marketing
Marketing elevation follows high-visibility campaigns and product launches
NEW DELHI: Euler Motors has elevated Pallavi Arora to associate vice president, marketing, underscoring a renewed push to sharpen brand muscle as India’s commercial electric vehicle market gathers pace.
Based in New Delhi, Arora will now lead the company’s integrated marketing and communications engine, spanning public relations, digital and performance marketing, social media, brand strategy and above- and below-the-line initiatives across both b2b and b2c segments. Her remit includes driving brand positioning, digital transformation and customer engagement as the company scales nationally.
The promotion marks a milestone in Arora’s six-year stint at Euler Motors. She previously served as assistant general manager and senior manager, marketing, during which she fronted several high-decibel campaigns aimed at accelerating awareness and adoption.
These include Bada socho, Euler HiLoad socho for the HiLoad EV, Aane de for StormEV (India’s first four-wheeler light commercial vehicle fitted with advanced driver assistance systems) and, most recently, Tan tana tan, a campaign spotlighting the strength and profitability of the Turbo EV 1000. The latter is being amplified during the ICC Men’s T20 World Cup 2026, one of the country’s biggest sporting stages.
Arora’s elevation comes as India’s commercial EV segment accelerates, fuelled by the expansion of last-mile delivery networks, surging e-commerce volumes and growing acceptance of technology-led mobility solutions.
Earlier in her career, she held roles at Warner Bros Pictures India, Mahindra Holidays & Resorts India Limited and Cube26, which was later acquired by Paytm. Her rise reflects Euler Motors’ stated preference for building leadership from within as competition intensifies in the electric cargo vehicle space.
Founded in 2018, Euler Motors focuses on electric commercial vehicles for cargo delivery and has positioned itself as a challenger to internal combustion incumbents, betting that economics, regulation and logistics will increasingly favour electric drivetrains.
