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.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
