MAM
Comedy Central goes BTL for Hot in Cleveland sitcom
MUMBAI: Viacom18’s comedy channel Comedy Central has rolled out a marketing campaign to promote its latest sitcom offering Hot in Cleveland. Instead of only sticking to the usual TV, print and OOH route, this time around the channel has opted for a more interactive and inclusive BTL route.
The show is aired at 10 pm on weekdays and follows the lives of three middle-aged best friends from Los Angeles, who have to make an emergency landing at Cleveland on their flight to Paris.
As part of the campaign, Comedy Central has tied up with Rubys to create some special ‘Hot in Cleveland’ drinks like Mango Margarita, Appletini, Watermelon Fizz and Ruby Coolers keeping in mind the tastes of a woman. Another tie up has been forged with coffee house chain Café Coffee Day where the ‘Hot in Cleveland Cappuccino’ has been introduced and will be available for the months of July and August.
The channel has also collaborated with premium salon Juice where customers above the age of 40 may avail of the special ‘Hot in Cleveland’ package.
Additionally, Comedy Central has partnered with Airtel DTH to play promos on the default channel for 10 days, Inox, which will have promo stills during the interval and Book My Show, In.com and Crossword, will actively promote the show over the next month through contests and other innovative branding.
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.
