MAM
Bakingo proves small wins are the icing on the cake
Never Stop Wishing’ film celebrates everyday moments over grand milestones.
MUMBAI: Not every victory needs fireworks. Sometimes, it just needs frosting. Bakingo has rolled out its latest brand film under the ongoing ‘Never Stop Wishing’ philosophy, shifting the spotlight from life’s loud milestones to the quieter, deeply personal moments that often go unnoticed.
At the heart of the campaign lies a simple, relatable insight: women are often particular about how they look in photographs, turning seemingly ordinary snapshots into emotionally charged moments. The film begins with a flicker of self-doubt and subtle tension, only to gently pivot into reassurance and connection. What appears to be a potential moment of awkwardness evolves into a small but powerful personal win.
In doing so, Bakingo reframes what celebration truly means. The brand argues that not all victories come with applause. Some arrive quietly, when stress melts into relief and doubt transforms into confidence. Those moments, it suggests, are just as worthy of celebration as birthdays and anniversaries.
The narrative leans into emotional nuance rather than spectacle. Instead of grand declarations, the film captures subtle shifts in expression and mood, underlining the idea that joy often hides in the everyday. The message is clear: do not wait for a big occasion to cut a cake. Celebrate the unexpected breakthrough.
Bakingo co-founder Himanshu Chawla said the film aims to honour moments that rarely make it to the highlight reel. He noted that not every win is loud, but every win matters, and that everyday breakthroughs deserve to be cherished, preferably with a sweet indulgence.
With this campaign, Bakingo continues to position its range of cakes and desserts as companions to spontaneous milestones, not just pre-planned events. The brand is deepening its emotional storytelling playbook, moving beyond transactional gifting into the territory of shared reassurance and personal affirmation.
The ad film is live across digital platforms, with another instalment under the ‘Never Stop Wishing’ campaign expected soon.
Because sometimes, the sweetest celebrations are the ones you never saw coming.
MAM
HDFC ERGO names Parthanil Ghosh as MD and CEO from April 16, 2026
Executive Director to succeed Anuj Tyagi; appointment awaits IRDAI approval.
MUMBAI: In insurance, planning for tomorrow is the business. At HDFC ERGO, that future now has a new name. The Board of HDFC ERGO General Insurance Company has approved the elevation of Parthanil Ghosh as managing director and chief executive officer, effective April 16, 2026, subject to regulatory clearance from the Insurance Regulatory and Development Authority of India (IRDAI). He will succeed Anuj Tyagi in the role.
Ghosh brings more than three decades of experience across financial services and insurance, including over 16 years in the general insurance sector spanning underwriting, claims, reinsurance strategy, crop insurance and digital transformation. He joined HDFC ERGO in 2016 following the merger with L&T General Insurance and has served as Executive Director since May 1, 2025.
During his tenure, Ghosh has been closely involved in shaping the company’s expansion strategy, particularly strengthening its retail franchise while building capabilities across commercial lines and technology driven operations. His responsibilities have spanned areas such as claims management, underwriting strategy and digital innovation.
He also played a key role in two major integrations that reshaped the company’s structure: the consolidation of L&T General Insurance and the merger with Apollo Munich Health Insurance. These integrations helped build a unified operating platform for the insurer and expanded its presence across health and general insurance segments.
Over the years, Ghosh has led initiatives focused on improving customer trust and transparency in insurance, including efforts to simplify products, strengthen claims experience and integrate technology into customer facing processes.
HDFC ERGO chairman of the board Keki M Mistry said the leadership transition reflects the board’s confidence in Ghosh’s strategic and operational experience.
“Parthanil brings extensive industry knowledge, deep operational insight and strong strategic leadership to the role. He has been a key contributor to the company’s progress and success in recent years, helping strengthen its market position and build a culture centred on customer trust and technical excellence,” Mistry said, while also thanking Tyagi for his contributions and wishing him success in his future entrepreneurial pursuits.
ERGO International AG chairman of the board of management and chief operating officer of the international business Theo Kokkalas highlighted India’s importance in the group’s global strategy.
“India is a strategic growth market for us. I am convinced that under the leadership of Ghosh, the company will continue to build on its success through technical excellence, customer centricity and digital innovation,” he said.
Once regulatory approvals are secured, Ghosh will formally take over leadership of HDFC ERGO in April 2026, steering the insurer into its next phase of growth in India’s competitive general insurance market.
