Brands
Asian Paints damp proof shields Old Trafford pitch
MUMBAI – In a unique activation, Asian Paints Damp Proof – India’s leading waterproofing solution has branded the cricket rain pitch cover at Old Trafford stadium during the recent India vs. England Test match. This crucial rain shield, which protects the cricket pitch from sudden downpours and ensures minimal game delays, became a powerful symbol of Asian Paints Damp Proof’s leadership in waterproofing, much like how the brand protects millions of Indian homes from water damage.
Partnering with FCB Kinnect, Asian Paints brilliantly leveraged cricket’s rain delays, a cultural moment followed intensely across India, to demonstrate the brand’s promise of protection.
Cricket in India is more than just a sport, it’s a shared passion that unites over a billion people. Yet, rain delays often bring matches to a halt, creating moments of tension and anticipation that dominate conversations nationwide. By owning the stadium’s rain pitch cover, Asian Paints Damp Proof turned these rain interruptions into a live demonstration of its expertise, protecting the very heart of the game – the pitch.
Asian Paints MD & CEO Amit Syngle said, “Cricket is deeply loved in India, and when rain interrupts a match, it creates a moment everyone talks about. As India’s leading waterproofing solutions brand, we leveraged this moment to demonstrate our expertise where it truly counts. By integration on the cricket rain pitch cover, we reinforced our promise of protection in the most impactful way.”
FCB Kinnect CEO Rohan Mehta added, “Brand leaders lead conversations, rather than join them. We saw the rain interruption and turned it into a moment of brand truth, and it became a real-time demonstration of the brand’s promise. At FCB Kinnect, this is the kind of creative integration we thrive on – culturally resonant and undeniably effective.”
Neville Shah, CCO, FCB Kinnect, said, “Rain is truly frustrating when it comes to cricket. Covering the pitch to keep it dry, has always been a part of the sport. Spotting the media opportunity with a seamless connection to our core proposition is what makes the idea truly stand out. It’s not just ANY sponsorship. It’s relevant.”
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Brands
Partha Ghosh moves closer to cockpit as Air India adviser to the ceo
Veteran communicator to advise ceo in airline’s transformation
GURGAON: Partha Ghosh is changing seats but staying on the flight deck. The global head of communications at Air India Limited has moved into a new role as adviser to the ceo, reporting directly to Campbell Wilson, as the carrier presses ahead with one of aviation’s most closely watched turnarounds.
The shift follows a bruising yet formative 2 years and 9 months overseeing communications during Air India’s high-speed overhaul under Tata ownership. Ghosh credits a resilient team and frank stakeholder engagement for steadying the narrative through turbulence, from fleet orders to service revamps. He has handed the corporate communications baton to Senjam Raj Sekhar, wishing the team well for its “next chapter”.
Few advisers arrive with a newsroom spine. Ghosh brings three decades in media and corporate communications, including a long run at Samsung Electronics leading corporate communications and csr across India and Southwest Asia.
Before crossing to the corporate side, he cut his teeth in journalism at The Economic Times, where he served as senior editor, launched editions, built verticals and interviewed heavyweights including PM Narendra Modi and Pranab Mukherjee. Stints at Business Standard, Hindu Business Line, The Telegraph and India Today Group rounded out a career that mixed reporting grit with editorial leadership.
For Air India, the appointment signals a premium on strategy and judgement as much as messaging. For Ghosh, it is a return to what seasoned editors do best—advising the person in charge when the stakes are high and the clock is ticking.
The journey, as he puts it, continues. In aviation and reputation alike, altitude is never held for long; it is constantly won.
