MAM
BigCity goes Down Under to play the loyalty game in Australia
MUMBAI: When it comes to loyalty, BigCity just levelled up this time, all the way Down Under. BigCity Promotions, one of India’s most awarded sales promotion and loyalty agencies, has announced its entry into Australia with the launch of a new office in Sydney, marking its first international expansion in nearly two decades. The move signals the company’s ambition to replicate its India success across the Australia–New Zealand (ANZ) region, a market ripe for disruption in the loyalty and engagement space.
Founded in 2006, BigCity has become something of a legend in India’s reward ecosystem known for turning mundane promotions into high-voltage brand experiences. With 8,000 plus programs executed for over 500 global brands, including Pepsico, Unilever, Mondelez, Coca-cola, Samsung, and Amazon, the agency has earned a reputation for blending creativity, technology, and measurable impact.
From B2C reward programs to B2B loyalty solutions and gamification-led engagement, BigCity has redefined how brands connect with consumers and trade partners alike. Its proprietary plug-and-play platform lets brands launch campaigns within days offering faster time-to-market, reduced costs, and full creative flexibility. Built on an in-house technology and analytics stack, it also enables deep insight into consumer engagement, redemptions, and ROI, giving marketers the holy grail of modern marketing measurable loyalty.
The Sydney office will serve as BigCity’s regional hub for Australia and New Zealand, extending its full-service suite to local and global brands in the region. The operations will be spearheaded by Gunjan Kumar country director, who brings over 27 years of global experience across telecom, banking, retail, and FMCG. Having driven client engagement and loyalty strategies across continents, Kumar is tasked with building the BigCity playbook for the ANZ market, one that blends local insight with the brand’s signature executional agility.
“Australia is a market ripe for transformation, and our goal is to bring the same scale, creativity, and speed that have powered some of India’s biggest campaigns to brands here,” said BigCity Promotions co-founder Vikas Shah. “For nearly two decades, BigCity has redefined how brands engage through innovation, technology, and storytelling this expansion is a natural next step in that journey.”
BigCity’s forte lies in its ability to gamify engagement, transforming passive audiences into active participants. Its campaigns often feature instant-win mechanics, leaderboards, challenges, and digital contests, all designed to boost brand love and repeat purchase intent. This gamified approach has proven especially potent in cluttered categories like FMCG and telecom, where attention spans are short but loyalty can be won with the right mix of fun and function.
The expansion also comes at a time when the ANZ market is seeing brands look beyond conventional loyalty cards and cashback models. With digital-first consumers demanding more personalised, experiential rewards, BigCity’s data-driven, experience-centric approach may find fertile ground.
In India, the company has long been the behind-the-scenes architect of some of the country’s most memorable campaigns, the kind that combine large-scale activation, complex fulfilment, and regulatory precision without ever losing the element of play. It’s this operational mastery that BigCity now hopes to bring to Sydney’s brandscape.
As the company steps onto foreign shores, the move underscores how homegrown Indian marketing innovation is beginning to travel the world not as an imitator, but as an industry leader exporting expertise. For BigCity, the next game has just begun. And this time, it’s on a whole new continent.
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.
