MAM
AAAI honours Madhukar Kamath with Lifetime Achievement Award 2019
The Advertising Agencies Association of India (AAAI) honored Madhukar Kamath with this year’s AAAI Lifetime Achievement Award today in the presence of the who’s who of the advertising industry. This is the highest honour to be given to individuals in India for their outstanding contribution to the Advertising Industry. The Award, being presented annually, recognizes the individual's contribution.
The award recognized Madhukar’s pioneering and outstanding contribution to the growth and development of the advertising industry in India. He played a vital role in transforming a traditional advertising agency into one of India’s most successful and diversified communication companies. Madhukar also played a key role in the Omnicom acquisition of the Mudra Group and the integration with the Global DDB Network. Subsequently, he facilitated the entry of Interbrand, the leading Global Brand Consultancy into India, and functioned as its Chairman.
For his commitment to the cause of education and building talent for the marketing communications & services industry in India, Madhukar took forward the legacy of A G Krishnamurthy in building MICA and establishing it as India’s leading business School for Strategic Marketing and Communication Management. He was the Chairman of Mudra Foundation from 2003 to 2017.
Speaking about his long journey in advertising, Mr. Madhukar Kamath said, “To join the ranks of the legends that I’ve always admired is truly humbling. AG Krishnamurthy, was the wind beneath my wings for well over a decade. I grew both personally and professionally in Mudra. From the legendary Keith Reinhard, the Chairman Emeritus of DDB Worldwide, I learnt that building on a legacy is as important as looking to create one. Over my career of four decades, as the Industry changed, as market forces changed, the very construct of operations changed, the remuneration structures changed and so on, I learnt the importance of constantly reinventing and staying relevant. I treated it like a long distance run where it was necessary to stay the course and not look at it as a sprint. Perhaps, I am blessed. Or just lucky? To have had some truly life changing opportunities come my way.”
President of AAAI Mr. Ashish Bhasin said, “Heartiest Congratulations to Madhukar Kamath on being conferred AAAI’s Lifetime Achievement Award for his vision and passion in transforming a traditional advertising agency into one of India’s most successful and diversified communication companies and his commitment to the cause of education and building talent for the marketing communications & services industry in India. He also played a vital role in bringing together the various constituents of the advertising industry to work with unity.”
The AAAI Lifetime Achievement Award is presented annually to an individual who has been a practitioner of advertising for twenty-five years and had been in the top management position; has been or continues to be an active participant in industry bodies and or made significant contributions in shaping the industry priorities which enabled the advertising industry to grow, prosper and become more professionalized; individual known for his integrity, ethical practice and leadership qualities; contributed to his Company/Companies growth by innovative thinking and taking them in newer directions; involved in projects of social consequence which is seen as a role model for the industry at large and had been an industry veteran.
This award was instituted in 1988 by AAAI and some of the past winners include Subhas Ghosal, Alyque Padamsee, Mike Khanna, Piyush Pandey, Sam Balsara, Prem Mehta, Ram Sehgal and others.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
