MAM
Cut the Crap bags Paras’s personal care portfolio
MUMBAI: Paras Pharmaceuticals has moved four personal care brands toCut the Crap (CTC).
The account size is estimated to be Rs 50-70 million.
Earlier, Mudra handled the creative duties of Set Wet, Recova, Zatak and Eclipse.
Nearly one year ago, Livon was moved from Mudra to CTC, and evidently, the work done by the agency on the brand has made Paras shift these brands as well.
As Euro RSCG is Reckitt Benckiser‘s global agency, the entire
healthcare portfolio of Paras Pharma has been handed over to the agency, following Benckiser‘s takeover of Paras.
Cut the Crap founder and creative head Jagdish Acharya said, “The brand was struggling due to its positioning, which made it compete with big brands‘ conditioner brands. We changed its positioning to a serum that can be used everyday, even when the hair isn‘t washed.Thisthought was based on the insight that most Indian women don‘t wash their hair, everyday.”
This worked for Livon and according to market sources the sales of the serum has gone up by 50-60 per cent.
Moreover, the media duties of Paras is handled by ZenithOptimedia.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
