MAM
Aaiba Design & Two Brothers collab for innovative performance marketing campaigns
Mumbai: Aaiba Design, a pioneering creative agency renowned for its groundbreaking brand solutions and design, has announced its collaboration with Two Brothers Organic Farms in 2021 for its exceptional performance marketing campaigns. This partnership symbolizes a strategic alliance that magnifies the reach and impact of Two Brothers’ organic products by delineating brand identity, tonality, visual language, and targeted digital marketing endeavours.
With a growing emphasis on health, sustainability, and ethical consumption, the demand for organic products continues to escalate. Two Brothers Organic Farms, distinguished for its dedication to organic farming practices and top-notch produce, has emerged as a trusted entity in the organic food industry worldwide, spanning over 1000 plus cities and 75 plus countries.
Speaking about this, Aaiba Design creative director & co-founder Saurabh Chandekar said, “Our collaboration with Two Brothers Organic Farms marks an exhilarating opportunity to harness the power of performance marketing to spotlight their extraordinary products.”
Furthermore, Aaiba Design client servicing director & co-founder Rasika Chandekar said, “We specialize in crafting data-driven design solutions and strategies that yield measurable outcomes. By harnessing the latest digital tools and techniques, we aspire to elevate Two Brothers’ brand visibility and foster engagement among target audiences.”
Aaiba Design project manager and design lead Krutika Potdar remarked, “The performance marketing campaigns focus on optimizing online channels to augment brand awareness, generate leads, and propel conversions for Two Brothers. Employing dynamic designing, personalized messaging, and a strategic grasp of the brand, the campaign endeavours to resonate with consumers actively seeking organic, ethically sourced alternatives.”
“We are thrilled to collaborate with AAIBA Design to amplify our digital marketing endeavours and extend our reach to a broader audience of health-conscious consumers. Through targeted performance marketing strategies, we aim to magnify the visibility of our organic products and reaffirm our commitment to quality, sustainability, and ethical farming practices,” expressed Two Brothers Organic Farms founders Satyajit and Ajinkya Hange.
Aaiba Design are inspired by music, color, and nature, and they consider them integral to their work ambiance. The brand has been recognized with various awards for its design and creative work in the industry. AAIBA currently works with prestigious brands, including Vedas Exports, Ayushakti, Absolut, Starbucks, Suzu Agro, Milletude, Lakme, Gargi by PNGS, MTV, Sun TV Network, HUL, Vodafone, and Gulf Oil, to name a few.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
