MAM
Braces and Smiles names Infectious as its creative agency
MUMBAI: Infectious has been signed on by Braces and Smiles, a chain of super specialty orthodontic clinics, as their communications partner. Infectious will be in charge of the identity, strategy, and communication for the brand.
“It is a business we are very excited to work on as the set of challenges are unique. Our task is not only to create awareness for Braces and Smiles but also to establish their expertise in braces. We look forward to creating some fantastic work for them”, mentioned Infectious co-founder and director Nisha Singhania
Commenting on the win Infectious co-founder and director Ramanuj Shastry said “So many people need Orthodontic treatment, which is a super specialized branch of dentistry, yet so few know about it. It’s an unusual challenge, very different from selling soaps and shampoos, and forces us to think unconventional ways to engage with people. Thrilled to learn so much and work on such a novel field.”
On appointing Infectious as Braces & Smiles’ creative agency, Dr. Rajesh Patil said, “We selected Infectious because of the enthusiasm of the team, their creativity which stems from understanding of human emotions and psyche and the effort they took in understanding the core essence of our brand and what we stand for.”
MAM
Shoppers Stop elevates Biju Kassim as GSS Beauty CEO
Move comes as GSS Beauty scales global brand partnerships in India.
MUMBAI: From store shelves to global shelves, the beauty game is getting a sharper makeover. Shoppers Stop has elevated Biju Kassim as managing director and chief executive officer of Global SS Beauty Brands Limited (GSSBB), signalling a stronger push into the premium beauty segment. The move builds on Kassim’s role in setting up GSSBB, a wholly owned subsidiary that has quickly positioned itself as a fast-growing distribution platform for global beauty brands in India. The unit has been central to Shoppers Stop’s ambition of expanding its footprint in the high-margin beauty and luxury categories.
Chairman Nirvik Singh noted that Kassim’s experience across the beauty ecosystem and his understanding of premium and luxury consumers would help steer the next phase of growth. The focus, he indicated, will be on sharpening the company’s beauty portfolio and scaling partnerships with international brands.
Kassim, for his part, steps into the role at a time when India’s premium beauty market is undergoing rapid evolution, driven by rising consumer aspirations and increased access to global labels. He highlighted that GSSBB will remain a key strategic pillar, with an emphasis on expanding brand partnerships, enhancing consumer experiences and driving growth across markets.
As global beauty brands continue to eye India as a high-growth destination, Shoppers Stop’s bet is clear: owning not just the shelf, but the entire beauty ecosystem behind it.
