MAM
Best Foods partners with ‘Shaadi Ke Side Effects’
MUMBAI: Best Foods, one of the largest rice companies in India, has announced its association with the upcoming Bollywood movie, ‘Shaadi Ke Side Effects’. To leverage the Perfect Match proposition of the brand, with the synergy between the lead actors of the movie the brand has recently launched a TVC featuring Vidya Balan and Farhan Akhtar. The TVC is a rendition of scenes from the movie ‘Shaadi Ke Side Effects’ and connects beautifully to ‘Best Rice’.
Best foods is an integrated player of rice, health & wellness products and the brand has an extensive offering of ready to eat meals and ready to cook range of culinary pastes and sauces.
Speaking on the association, Best Foods chief executive officer Aayushman Gupta, said, “We always reinvent our marketing efforts in order to maintain a top of mind recall for the brand. With this viewpoint, we partnered with Shaadi Ke Side Effects and have launched a rendition of our brand TVC, with fresh visuals from the movie. We have been receiving a phenomenal response for the TVC and are already evaluating further such associations.”
Last year, Best Foods partnered with Bollywood Blockbuster, ‘Chennai Express’ and received an encouraging response for their TVC created on the similar lines.
Farhan Akhtar and Vidya Balan stars in ‘Shaadi Ke Side Effects’, directed by Saket Chaudhary. The movie is a sequel of ‘Pyaar Ke Side Effects’. The romantic comedy deals with discovering fresh romance in a marriage.
Watch the TVC at http://youtu.be/AVE0TH6wUDI
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
