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Belson Coutinho comes on board as VFS Global’s CMO
MUMBAI: Belson Coutinho has joined VFS Global as Chief Marketing Officer effective July 2019, and will be responsible for driving the company’s global Marketing & Branding strategy across its vast network of 147 countries spanning 5 continents. He joins the management team to support the organisation's growth & business plans and will also manage overall Customer Service, Quality, Information Services and Loyalty in his role.
Prior to VFS Global, Belson Coutinho was Sr. Vice President at Jet Airways, heading the airline’s global marketing, digital, social media, eCommerce, loyalty & Voice of Guest strategy.
A highly experienced marketer, Belson Coutinho has been instrumental in setting up and managing Jet Airways' global marketing, digital, social media, eCommerce and Voice of Guest strategy and pioneered various innovative industry-first initiatives in the global aviation industry.
With the continuous increase in visa applicants at VFS Global Visa Application Centres globally, the company is in the process of further extending its customer service to applicants – consolidating various support aspects of Customer Care across all online and offline touch-points, Information Services for applicants and Quality management – to offer a holistic and fully integrated customer experience for applicants and for the company’s client governments. As part of his responsibilities, Belson Coutinho will lead these efforts, in addition to leading the Marketing and Branding function.
Mr. Zubin Karkaria, CEO, VFS Global Group said, "We are pleased to have Belson join VFS Global as our Chief Marketing Officer. He brings a unique combination of experience in marketing, loyalty and customer care with a strong focus on leveraging technology. With his background and expertise in the field, we look forward to having Belson further strengthen VFS Global’s brand in global markets and enhance overall customer experience."
Mr. Belson Coutinho, Chief Marketing Officer, VFS Global said, “VFS Global is the pioneer in visa, passport, identity management and citizen services for client governments and I am delighted to be a part of VFS Global. Building a strong consumer brand and enhanced customer experience will be my key focus and I am excited to leverage my experience across various mediums and markets globally. I look forward to collaborate with our partners, stakeholders and our highly committed & talented colleagues to play an integral role in further enhancing VFS Global’s brand and business globally.”
MAM
Liqvd Asia wins Woodland digital mandate
Agency to handle social, influencers and storytelling for outdoor lifestyle brand.
MUMBAI: Liqvd Asia just laced up for the long trail because when Woodland wants to trek deeper into digital, it picks a partner that knows how to make every step count. Liqvd Asia, the digital-first marketing agency known for fusing creativity with performance, has been awarded the digital communications mandate for Woodland, adding another marquee lifestyle brand to its growing portfolio.
Under the partnership, Liqvd Asia will lead Woodland’s social media management, influencer collaborations, brand storytelling, platform-first content strategies, campaign narratives and community engagement initiatives. The focus is on strengthening the brand’s digital presence and deepening connections with younger, digitally native audiences while staying true to Woodland’s legacy of rugged outdoor footwear and apparel.
Woodland, head of digital marketing Nikita Malhotra Singh said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”
Liqvd Asia, founder & managing director Arnab Mitra added, “Woodland is a brand with strong emotional recall in India, built on adventure, durability and authenticity. We’re excited to translate that legacy into digital conversations that feel current, engaging and culturally relevant.”
Liqvd Asia business head Monish Sanghavi noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a strong, consistent narrative that deepens connect with loyal consumers and younger audiences alike.”
The mandate comes as Woodland continues to evolve in an increasingly digital landscape, aiming to blend its decades-old recall with fresh, interactive storytelling across social platforms and creator ecosystems.
In a market where heritage brands must keep pace with scroll-speed audiences, Liqvd Asia isn’t just handling Woodland’s digital, it’s helping the brand trek from dusty trails to trending feeds, one authentic post at a time.
