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.''
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
