MAM
Bauli does first promotion of Moonfils in India
MUMBAI: Italian confectionary brand Bauli has launched its first ever TVC in India for Bauli Moonfils. Priding on a legacy of fine Italian baking, Bauli Moonfils are made from authentic Italian recipes filled with decadent and rich filling and baked to perfection. They are available in choco cream, strawberry, vanilla and orange flavours.
The TVC revolves around the crescent moon shape and the softness of Moonfils, and begins with a little boy, who in his all curiosity and naivety, asks his mom one day where the moon disappears every morning. The mother, like most mothers, tries to put off the question by quickly answering that the moon actually goes to the next-door bakery. In the bakery, the baker plays along and he bakes Moonfils while the boy looks upon in total amazement. Until finally, the baker holds up a Moonfils and the boy finds the moon he was looking for.
Saatchi & Saatchi executive creative director Rohit Malkani says, “For the film, we played on the unique shape of Moonfils and created a story around it. From croissant tasting and baking to sourcing the perfect looking chef for the film.”
Bauli India senior marketing manager Raghav Ravichandar adds, “Bauli has been loved globally and we are extremely excited about entering India. Our brief to Saatchi&Saatchi was for a campaign that would generate intrigue for Bauli Moonfils, and highlight the delicious offering Bauli has.”
This will be a 360-degree campaign led by TV, digital, outdoor, PR, sampling/activation and retail communication targeting across consumer groups.
Brands
Celsius100 Consulting names Rhys Rufus CEO
Long-time leader steps up as firm bets on continuity to drive next growth phase
BENGALURU: Celsius100 Consulting Private Limited has elevated long-serving leader Rhys Rufus to chief executive officer, marking a leadership shift as the firm prepares for its next phase of growth.
Rufus takes over from founder S Ghosh, who will continue as founder and managing director. In his new role, Ghosh will focus on strategic direction and new business opportunities, while Rufus assumes responsibility for daily operations and growth initiatives.
The appointment caps a 16-year journey for Rufus at the company. Having joined in its early years, he went on to build Celsius100’s digital services arm from scratch, turning it into one of the firm’s fastest-growing verticals. Under his leadership, the company strengthened its capabilities across digital marketing strategy, performance marketing, campaign execution and measurement.
Beyond digital, Rufus has played a key role in shaping the organisation’s talent pool and expanding its client base. He has led business development efforts across India and helped extend the firm’s footprint into the United Kingdom, reinforcing its position as a cross-market consulting partner.
“Rhys has been the backbone of our growth story for 16 years. He built our digital services practice from scratch, assembled a brilliant team, and won the trust of clients in India and the UK. His calm temperament, his deep commitment to quality, and his ability to forge lasting partnerships make him the ideal person to lead Celsius100 into its next chapter. I could not be more confident in this transition,” said Celsius100 Consulting Private Limited founder and managing director S Ghosh.
Rufus struck a reflective note on taking charge. “Celsius100 has been home for the better part of my professional life and I am deeply honoured to take on this responsibility. We have built something unique together over almost two decades, and I look forward to working with our talented team and valued clients to take the company to new heights. Our focus will remain on delivering work that truly transforms our partners’ businesses,” said Rufus.
Colleagues describe Rufus as a steady hand under pressure and a leader who prioritises long-term relationships. His elevation signals a clear bet on continuity, with the company choosing to promote from within rather than look outside for leadership.
As Celsius100 enters its next chapter, the transition reflects both stability and ambition, with a familiar face now steering the firm towards fresh opportunities.
