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.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
