MAM
Chandrika Soap’s dazzling campaign: LED magic at Juhu Beach
Mumbai: Laqshya Media group, a pioneer in out-of-home (OOH) advertising, proudly announces the successful execution of an immersive month-long campaign for Wipro Consumer Care and Lighting’s iconic Chandrika soap in Maharashtra. The highlight of this remarkable campaign was the introduction of a Floating LED at Mumbai’s Juhu beach, captivating the hearts of lakhs of visitors. Chandrika successfully blended cultural relevance with technological innovation, creating a memorable and impactful campaign.
The campaign, strategically launched during the festive season, aimed to resonate with the sentiments of the people of Maharashtra. With its rich heritage of over 80 years, Chandrika embarked on a journey to captivate new hearts through 3D visuals and linguistic customization specifically tailored for the people of Maharashtra in Hindi, English and Marathi. The grandeur of the campaign was exemplified by the Floating LED at Juhu Beach, measuring an impressive 66.6×23 ft. During the activation at Juhu Beach recently, approximately 1.25 lakh people per day experienced the magic created by the combination of bright stars, dancing waves, and the unique presence of Chandrika’s Floating LED. This spectacular setup left a lasting impression, fostering a positive impact on the brand.
Collaborating with Wipro Consumer Care and Lighting, Laqshya Media Group strategically implemented an innovative month-long campaign across key cities in Maharashtra, including Mumbai, Thane, and Navi Mumbai. The campaign featured strategically positioned high-impact sites, reinforcing Chandrika’s heritage and Ayurvedic goodness.
Utilising their in-house proprietary tool, Sharp, Laqshya identified ideal locations aligned with the target audience’s preferences. The campaign utilised a mix of formats, including Billboards, BQS, Bus Wraps, Unipoles, Digital screens, Railway Station Media, and Metro Media. The #ApneDeshkaGlow creative concept was seamlessly integrated, fostering deep connections with the audience across diverse out-of-home tools and social media platforms.
A trusted brand with a rich heritage, Chandrika Soap boldly expanded its reach and attracted new consumers in core markets. Crafted with time-tested Ayurvedic ingredients, Chandrika offers a unique formula combating common skin issues. The soap’s meticulous crafting over ten days has earned the unwavering trust of millions of women.
Laqshya Media Group is proud to have played a pivotal role in Chandrika’s successful campaign, combining innovation, technology, and creativity to leave an indelible mark on Maharashtra’s audience.
Brands
JP Morgan names Rahul Badhwar as senior country officer for India
HSBC veteran to drive growth and strategy as US bank strengthens India presence
MUMBAI: JP Morgan has appointed Rahul Badhwar as its senior country officer for India, signalling a renewed push in one of Asia Pacific’s most critical markets.
Badhwar, who joins from UK-based HSBC, brings three decades of experience in sales and trading, most recently serving as global head of corporate sales for markets and securities services in London. His career spans stints in India, Dubai and Hong Kong, giving him a strong international perspective.
He will replace Kaustubh Kulkarni, who left JP Morgan in September 2025 to join rival Citigroup. Badhwar will be based in Mumbai from July, report to Leenart, and join JP Morgan’s Asia Pacific Management Committee.
According to an internal memo reviewed by PTI, Badhwar’s responsibilities include expanding the bank’s full suite of offerings to clients, strengthening governance and controls, and supporting talent development and community initiatives.
JP Morgan operates across trade solutions, investment banking, and equity capital markets in India, employing more than 55,000 people nationwide. Badhwar’s appointment is expected to reinforce the bank’s strategy and growth ambitions in a market critical to its Asia Pacific operations.
