Brands
Bacardi repositions itself; revisits its Cuban roots
MUMBAI: Bacardi has graduated from just beaches and parties to a more emotionally relevant standpoint linking the history of the 151-year-old brand with its audience’s current reality.
Titled ‘Bacardi Untameable Since 1862’, the global repositioning campaign takes the brand back to its Cuban roots while drawing its essence – an irrepressible spirit, from over one and a half century of the Bacardi family’s passionate struggle against odds such as earthquakes, distillery fires, revolution and exile.
As a brand which believes in unique experiences and uninhibited expressions, and supporting people who follow their passion, Bacardi, wants its campaign to serve as encouragement to every young individual out there that it is never impossible to triumph over incredible odds.
Bacardi India sales and marketing director Manish Seth explains the reason behind the reboot: “The brand essence fits in perfectly with the lives of today’s millennial/Gen Y consumers, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. The time is right to tell this legendary story and we are proud to showcase it to our consumers in India.”
Created by international agencies BETC London and Camp+King, the campaign includes a TV commercial named ‘Procession’ as well as print, outdoor, digital and social media. In India, Leo Burnett is Bacardi’s creative agency, Madison its offline media buying agency, Resultrix the online media agency, and 22 Feet its creative agency for the digital platform where the brand aims to provide fans with greater details on its history and lineage.
“Digital is a very important medium for Bacardi as it allows for direct and two-way communication with our audience on an ongoing basis. With respect to our campaign ‘Bacardi Untameable Since 1862’, our digital push was done in quite a disruptive fashion with a massive roadblock including live mobile TV applications and the internet covering 25 per cent of India’s digital audience in one day,” informs Seth.
Bacardi has been associated with live entertainment properties like Bacardi Blast, where musicians perform across India; Eristoff Invasion, one of the country’s leading EDM festivals and The Dewarists, which won a Cannes Bronze Lion. “We had the privilege to bring down international artists such as The Prodigy and David Guetta, who had never performed in India,” says Seth. “An example of our efforts in experiential marketing is the BACARDÍ NH7 Weekender music festival. We have concluded the fourth edition of India’s Happiest Music Festival with Kolkata added as a new city along with Pune, Bangalore and Delhi. Some of the greatest international and national performers have graced the stage such as Megadeth, Imogen Heap, etc. Our aim is to give consumers something to cheer about and this year, we have added a new city, Kolkata, to welcome even more fans.”
The brand refresh isn’t restricted to the campaign alone; a new visual identity and typeface has been created, inspired by the Cuban Art Deco style of the early 1900s. “Our new logo stays true to the integrity of the original symbol (bat) representing good luck, good fortune and family unity,” clarifies Seth.
Bacardi claims to have witnessed continuous growth in the Indian market. “We are well placed to gain from demographic and social changes. Our objectives now are in the area of making our high-quality product offerings available to more and more consumers,” says Seth, advising other brands to know both their consumers and their products by spending more time in the market rather than the conference room on a concluding note.
Brands
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
