MAM
Apple appoints first marketing director for India
MUMBAI: Global technology giant, Apple has appointed Poonam Kaul as the director for marketing for India. She will be the first person to lead Apple in India, as it is a new role the company has created in India.
She is said to join Apple in the next few weeks.
At Apple, Kaul will be responsible for product marketing, advertising and communications.
She is currently serving her notice period at Pepsico India as the company’s vice president for communications and CSR. Kaul also worked with leading mobile company, Nokia India as director for communications IMEA between 2012-2015 before the company was sold to Microsoft.
An official statement from PepsiCo AMENA vice president for communications Krista Pilot read, “We are sad to see Poonam leave PepsiCo India, as she has been a terrific leader who has driven brand and corporate communications to positive results during her tenure. We wish her the best in her new role, and know she will be a lifelong fan of PepsiCo and our brand.”
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
