MAM
Alap Ghosh named first India CEO of Assembly
MUMBAI: Global omnichannel agency Assembly has appointed Alap Ghosh as its first-ever chief executive officer for India, effective 1 August. Based in Mumbai, Ghosh will report to matt adams, global chief operating officer, and lead the integration of Assembly’s media, tech, creative and commerce arms across India.
A digital veteran with over 25 years under his belt, Ghosh joins from Google India where he helmed data and technology partnerships, driving innovation for enterprise clients. His earlier stints include leadership roles at Jellyfish and founding a data consultancy, equipping him with deep experience across adtech, martech, programmatic platforms and commercial strategy.
“India is a critical growth market for Assembly and many of our global clients,” said Assembly global CEO Rick Acampora. “Alap brings the right mix of vision, scale and execution to help us build something truly distinct in the region.”
Ghosh will be tasked with unifying Assembly’s footprint across Mumbai and Bangalore into a single offering that delivers connected omnichannel experiences. His remit includes accelerating growth, building talent depth and pushing innovation across data, media and creative.
“India is moving at breakneck speed—creatively, digitally, and culturally,” said Ghosh. “By bringing our teams under one vision and one voice, we can build a next-gen agency model designed for where this market is headed.”
MAM
Sujata launches ‘Sujata For Life’ bridal campaign
Film ties mixer grinders to wedding gifting, familiarity and transition.
MUMBAI: In a new home full of unknowns, sometimes it’s the hum of a mixer that feels like home. Sujata Appliances has rolled out a new campaign titled ‘Sujata For Life’, placing its mixer grinder range at the heart of one of life’s most emotional transitions marriage. The film centres on a bride stepping into her new home, navigating unfamiliar faces, routines and spaces. Amid the uncertainty, a familiar kitchen companion, the Sujata mixer grinder becomes an anchor, quietly reconnecting her to the comfort of her past. The narrative leans into a simple but evocative idea: even as life changes, some constants travel with you.
With this campaign, Sujata shifts gears from purely functional messaging to emotional storytelling. Long associated with durability and performance, the brand is now positioning itself as a silent participant in everyday milestones from recreating family recipes to easing the rhythms of a new household.
The digital-led campaign taps into cultural insight as well. Mixer grinders have long been a staple in Indian wedding gifting, making them not just appliances but symbols of continuity. By weaving itself into this ritual, Sujata reinforces its legacy while aligning with a more contemporary, emotion-driven brand narrative.
Fagun Mittal from Sujata Appliances’ marketing team noted that the brand has been a constant in Indian homes for decades, and the campaign reflects how that familiarity extends into life’s biggest transitions. Weddings, he suggested, are not just about new beginnings, but also about carrying forward what is trusted.
At its core, the campaign reflects a broader shift in how everyday products are being viewed not just as tools, but as companions embedded in memory, habit and identity.
In the end, it’s less about what’s in the kitchen, and more about what it brings with it: a sense of belonging, one familiar sound at a time.
