MAM
Breaking News: New water park in the heart of Mumbai
MUMBAI: With monsoon taking a toll on Mumbai, and everyone talking about how the ‘City of Dreams’ has turned into a water park, Mumbai is now known as Mumbaica.
The city witnessed some major moments, such as trains travelling through water-logged tracks; cars, buses and two-wheelers having a hard time moving; and moreover, us humans almost swi mming through it all.
All of these instances were captured by people around the city and user-generated content was leveraged. Imagica's engagement was mind-boggling. Within a span of hours, we have organically received over 2000 Likes, 500+ shares and 200+ comments on various social platforms.
More than 30,000 views were garnered on social media platforms organically. We received a total engagement of 20% which is higher than the industry standards of 6%. The reach across all platforms was more than 60,000.
The response from Mumbaikars’ wa s overwhelming. Thousands of conversations were kick-started and amplification was followed. People tweeting headlines such as, ‘Mumbaica water park reopens today’, ‘Welcome to Mumbaica – Free entry for all’ and meme’s comparing flooded streets to other water parks, the trail just didn’t stop.
“By its very nature, Moment marketing has a great potential to get attention and connect with an audience. The payoff can be huge because there are millions of eyes on such trending events, thus enabling the chances of content virality. ” said, Anisha Kotian, Group Account Manager, 1702 Digital.
The impact was twofold: It not only gave rise to a chain of WhatsApp jokes and tweets, but it also served as a platform for people to share images of areas that were in utter turmoil.
The campaign brought to limelight the precarious condition and the woefully inadequate infrastructure of the city in the monsoons using light brand humor.
Brands
Robin Thadathil named chief human resources officer at P&G India
Insider steps up as CHRO, bringing 16 years of global HR leadership
SINGAPORE: Procter & Gamble has named Robin Thadathil as its new chief human resources officer, effective 1 April, marking a smooth internal transition at one of the country’s largest FMCG players.
Thadathil succeeds PM Srinivas, stepping into the role after more than 16 years within the company. A seasoned insider, he has built a career that stretches across Asia and the United States, with a steady rise through some of P&G’s most complex HR assignments.
Most recently, he served as senior director human resources, based in Singapore, where he led HR for the company’s site and country cluster spanning Malaysia, Singapore and Vietnam. Before that, he was human resources director for the club and Amazon teams and the Seattle site, overseeing a business worth over $8 billion and partnering closely with senior leadership.
His earlier stints include managing director human resources for supply chain and manufacturing plants in Indonesia, where he led large teams across hair care and fabric care operations, and regional HR leader for product supply in south east asia, managing talent and organisational strategy across multiple markets.
Thadathil’s journey at P&G began in Singapore, where he held roles such as associate manager, asia HR operations and HR business partner across Asean markets, steadily building expertise in talent management, compensation strategy and organisational design.
Educated at Nanyang Technological University, where he earned both his engineering degree and a master’s in international political economy, Thadathil brings a blend of analytical rigour and global perspective to his new role.
He takes on the role at a time when Procter & Gamble continues to strengthen its presence in India.
