MAM
Dairy Day ice cream launches ‘Goodness is Good’ campaign
MUMBAI: Dairy Day Ice Cream has released its summer campaign ‘Goodness is Good’. Conceptualised by Famous Innovations and directed by national award-winning director Vibhu Puri, the campaign comprises a video series of three films that aims at celebrating every act of goodness that spread happiness in people’s lives. The first film in the series titled ‘Sign Language’, tells a powerful story of a young boy learning to communicate in sign language in order to welcome a hearing and speech impaired child who recently moved into his apartment complex. The film ends with the children forming a lifetime bond as they share a delicious tub of Dairy Day Ice Cream.
Dairy Day co-founder M N Jaganath said: “The ‘Goodness is Good’ campaign is our attempt to deliver a message of unity, trust and friendship that can be achieved if our thought process is driven by goodness. Through this campaign we aim to encourage people to reimagine what they can achieve if they take the time to learn and understand what a small act of goodness can achieve. Dairy Day believes that goodness comes naturally, and we have made ‘goodness’ the focus of our brand.”
"Dairy Day as a brand and as a company truly embody the spirit of goodness – of being kind, caring for people and helping people in the right way. With this campaign, we have tried to bring the same alive through simple, relatable stories. Be it the father who understands that marks don't define a child, a layman who gently push children to play with nature and ensures the children disconnect from digital world/video game or the little boy who learns sign language to make a new friend. There are important messages hidden in these humble acts of goodness and we hope this campaign helps spread cheer in the world, at a time when we all need it so badly," said Famous Innovations founder and CCO Raj Kamble.
Director Vibhu Puri said, ''Making films is my passion and like all filmmaker’s I always lookout for a great script and more so in advertising. So when I got the three scripts especially the sign language film, I jumped! What drew me the scripts was the novel idea of using the innocence of kids – be it the relationship between the father and the daughter, highlighting the digital world of kids nowadays or doing a film about a relationship between the 2 kids, that had no words was challenging but yet was joyous. I think the client was also very supportive and compassionate and they never tried drilling the brand in the film, they like all of us just wanted the message to come across naturally that “Goodness is Good”. Hope the audiences love it as much I loved making it.''
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.
