MAM
Bates CHI to Xploree Key creativity
MUMBAI: KeyPoint Technologies, a global leader in mobile language technology, has awarded the creative mandate for Xploree, its flagship product, to Bates CHI & Partners. Xploree is the tech major’s forerunner mobile keyboard product, which is available on the Android OS as of now. Bates was chosen as Xploree’s creative partner after a competitive multi-agency pitch.
This creative alliance is expected to augment the branding process of the smart keyboard amongst India’s mobile and app-hungry user base. The tie-up aims at introducing a whole new ethos into India’s ever-evolving online consumer story of connected lifestyles – through the revolutionary keyboard.
Bates CHI India CEO VS Srikanth said Xploree was a unique amalgamation of a keyboard and lifestyle. As Bates would be building the brand and the category demand from scratch, it would be challenging. Bates will be taking up the task to design a unique brand identity for Xploree.
Bates Bangalore sr. vice president & branch head Naveen Raman said they were excited to work with a young and driven bunch of professionals who were passionate. Digitalisation of vernacular languages would be next big thing, and Xploree would be the front-runner.
KeyPoint director (marketing) Deepti Mani Saxena said their stated intent was to make the smart mobile device an ultimate responsive solution through the Xploree keyboard. Bates CHI stood out amongst competition and demonstrated good insights and out-of-the-box ideas.
Brands
Annu Gupta joins Haldiram as CEO – international business
Former Britannia executive to drive overseas growth and manufacturing footprint
DUBAI: Haldiram Snacks Food Private Limited has appointed Annu Gupta as CEO – international business, reinforcing its push to expand beyond India and build a globally scaled food brand.
Gupta joins the snacks major after a 13-year stint at Britannia Industries, where he most recently served as CEO– international business and played a key role in expanding the company’s overseas footprint.
Announcing the move on LinkedIn, Gupta said he was “humbled and excited” to take on a new challenge at Haldiram, citing the brand’s eight-decade legacy and its ambition to evolve into a world-class global player. He said the focus would be on building strong local operations and manufacturing facilities across international markets.
With nearly 28 years of experience in the FMCG sector, Gupta brings deep expertise in scaling businesses across the Middle East, Africa and other global markets: regions central to Haldiram’s international strategy.
Earlier in his career, Gupta held leadership roles at TGI Nigeria Limited, Iffco, Dabur India Limited and Colgate-Palmolive.
