MAM
Dentsu co Hyperspace elevates Arti Singh
MUMBAI: Hyperspace, the retail arm of Posterscope Group India, a part of Dentsu Aegis Network, has elevated Arti Singh to a national role. In her new role as vice president, she will be responsible for Hyperspace’s end-to-end service sphere, providing comprehensive retail and shopper marketing solutions to clients.
An experienced retail marketing specialist, with over 14 years of experience, Singh will focus on portfolio expansion for agency’s clients in a variety of sectors. Her appointment comes at a time of growth for Hyperspace, following a series of recent account wins; notably, SBI Life Insurance, Ceat Tyres and Henkel India.
In her previous role, heading West and South regions, she has been at the forefront of diversifying the retail business. This involved initiation of retail consumer data driven planning approach, visible in agency’s upgraded retail planning tool ‘Hyperspace Connect’. She is also credited with nurturing key accounts such as L&T, Disney and Mattel Toys, amongst many others under her guidance, which have been held with the agency for over 5+ years.
Singh will be the lead for the agency based out of the Mumbai headquarters, reporting directly to Posterscope India MD Haresh Nayak.
Commenting on her new role, Singh said, “I am proud to be associated with Hyperspace, whose core values are codified in principles that our group stands for and is vividly reflective in our passion to excel and achieve greater heights. My association with Hyperspace dates back a long way and while the journey hitherto has been nothing less than remarkable, the road ahead will be more exciting, full of both challenges and rewards.”
Speaking on the new role for Hyperspace, Nayak, said, “We are delighted to promote Singh’s role to a pan India level. She has been an asset to us and has been instrumental in regional growth in her erstwhile profile, simultaneously mentoring other regional teams as well. We will leverage her wealth of experience, further enhancing the services we offer our valued clients.”
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
