MAM
Cycle Pure Agarbathies to co-sponsor the upcoming ODI tri-series featuring India
MUMBAI: Cycle Pure Agarbathies, India‘s incense sticks (Agarbathi) maker and one of the leading sponsors of cricket in India is adding yet another feather to its cricket association.
Cycle Pure Agarbathies is co-sponsoring the ODI tri-series between the three countries – India, Sri Lanka and West Indies. The cricket ODI tri-series will start from 28 June and will go on till 11 July. West Indies will be hosting the tri-series against India and Sri Lanka. The ODI tri-series will be held at two venues this year: The first half of the cricket tri-series will be held at Sabina Park in Kingston, Jamaica from 28 June to 2 July, after which the venue will shift to Trinidad.
The Triangular series consists of seven one-day matches (ODI‘s) to be played. As a part of the co- sponsorship initiative, the brand will feature on pitch mats, perimeter boards and third umpire decisions. The awards that will be presented to the best all rounder are ‘Cycle Pure Agarbathies Trusted player of the match and Trusted player of the series award.‘
A strong on air presence has also been planned. Cycle is the associate sponsor for the sports program ‘Straight Drive‘ that will be aired on ten sports during the ODI Tri-series.
‘Prayer capsule‘, a new concept will also be presented. The Prayer capsule will be known by the tagline ‘Everyone has a reason to pray‘. This will capture on-ground snippets of players and spectators in their prayer moments.
The brand will also be overtly active on the digital front through its Facebook page. Participants can send prayers for their favourite cricketers and the winners of Cycle Agarbathies trusted player of the match and series. Exciting prizes have been planned which include autographed match balls.
Speaking on the association, Cycle Pure Agarbathies MD Arjun Ranga said, “It is an honor for Cycle Pure Agarbathies to associate with the India- Sri Lanka- West Indies tri-series as co-sponsors. Cycle Pure Agarbathies has been associated with cricket for many years through exciting properties, like Red alert, Milestone branding, and Third umpire branding. This initiative will take our association to the next level and reinforce our commitment to Indian cricket. We are proud to be associating with this series and wish the best to all the three teams.”
The official broadcast TV partners for the Tri-series Cup is Ten Cricket, Ten sports and Ten HD.
Over the years, Cycle Pure Agarbathies has been associated with exciting cricket properties like Red Alert, third umpire branding and Milestone branding. In July 2012 they were also the associate sponsors of India Srilanka ODI series. This association will reinforce Cycle Pure Agarbathies status as one of the front runners among the brands associated with cricket in India.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
