Brands
Akshat Shrivastava takes charge as head of brand marketing at Bestseller India
MUMBAI: Akshat Shrivastava has vaulted into a heavyweight role as head of brand marketing for Jack & Jones, Selected and Jack & Jones Junior at Bestseller India — a move that signals both momentum and muscle in India’s hyper-competitive fashion arena.
Shrivastava steps in after a two-year run as GM – marketing and PR at Reliance Brands, where he steered marquee launches and sharpened brand narratives across a sprawling luxury and premium portfolio. Before that, he spent over five years shaping Crocs India’s marketing engine, rising from marketing manager to senior manager and helping the brand gain cultural swagger.
His earlier innings include a three-year spell at V-Mart Retail driving visual communication, sales promotions, PR, digital marketing, campaign execution and CRM; a near four-year run at Media Moments leading PR, fashion communication, digital spends, influencer strategy and even IPL-linked sports management; and stints at India Infoline PreMIA and Starwood Hotels, where he cut his teeth in business development, corporate sales and trade marketing.
With Bestseller’s youth-charged denim, casualwear and premium fashion labels under his command, Shrivastava now has the runway to craft brand heat at scale — and he looks primed to hit the market at full throttle.
Brands
Flipkart plays on Ugadi vs Yugadi debate in festive campaign
Light-hearted film turns pronunciation clash into deals and delight
MUMBAI: Flipkart is turning a tongue-twister into a talking point with its latest campaign around Ugadi, playfully diving into the age-old debate of Ugadi versus Yugadi.
Conceptualised by 22feet, the campaign leans into a simple cultural truth. While pronunciation may differ across Andhra Pradesh, Telangana and Karnataka, the festive spirit and the urge to shop remain universal.
The campaign film captures this with a humorous back-and-forth between Telugu and Kannada speakers arguing over the ‘right’ way to say the festival’s name, only to land on a cheerful twist where both sides are rewarded. It is less about settling the debate and more about celebrating it.
At the centre of the activation is an interactive microsite, where users can share festive wishes and unlock exclusive deals on the Flipkart app. The idea turns a linguistic quirk into a participative experience, nudging users to engage while they browse.
The campaign is being amplified across digital platforms, including Meta, along with integrations on Flipkart’s own ecosystem, encouraging users to join the conversation and cash in on festive offers.
22feet chief creative excellence officer Vishnu Srivatsav said, “Small cultural nuances often create the most interesting ideas. The pronunciation debate gave us a playful starting point, and from there we built a take that is both celebratory and distinctive.”
In blending humour with heritage, Flipkart’s campaign shows that sometimes, it is not about who is right, but how everyone can win, especially when there are deals on the table.
