MAM
Archies and Sudathi tie the knot on a Valentine’s Day love campaign
MUMBAI: When Valentine’s Day meets memory lane, love gets a longer shelf life. Archies has partnered with Sudathi to roll out TereSangForever, a Valentine’s Day cross-collaboration that swaps fleeting romance for relationships built to last.
Anchored in nostalgia and emotional storytelling, the campaign brings together Archies’ legacy of heartfelt gifting and Sudathi’s accessible ethnic fashion to celebrate enduring companionship. Through co-created digital content, curated gifting moments and interactive giveaways, the saree is reimagined as a modern symbol of commitment, paired with Archies’ timeless expressions of affection.
As part of the collaboration, Sudathi is spotlighting a curated range spanning Banarasi, Kanchipuram and Paithani silks, alongside cotton, chiffon and georgette sarees designed for festive moments and everyday elegance. Archies, meanwhile, is showcasing its signature gifting portfolio, reinforcing the role of thoughtful gestures in sustaining modern relationships. The campaign also features a co-branded Valentine’s Day giveaway, pairing a Sudathi saree with an Archies gift, supported by exclusive discount codes from both brands to drive engagement.
Executives at Archies said the idea was to move beyond one-day celebrations and refocus attention on bonds that grow stronger over time. Sudathi echoed the sentiment, positioning the saree as a timeless expression of grace and emotional connection, reintroduced with contemporary relevance.
With Teresangforever, the two brands are attempting to recast Valentine’s Day not as a fleeting commercial moment, but as a celebration of love that matures, deepens and, much like a well-chosen gift or saree, never goes out of style.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
