MAM
Dentsu and Arture reintroduce ‘Bapu’ into cashless economy
MUMBAI: Dentsu Webchutney, on the occasion of Gandhi Jayanti, partnered with Arture to create a way where Bapu can be experienced in both, the cash and the cashless world. Dentsu Webchutney is the digital agency from Dentsu Aegis Network while Arture is a vegan lifestyle and accessories brand headquartered in Chennai.
The film, which showcases the creation of ‘Bapu Wallets’ as a tribute to the Mahatma, also features Arture’s two co-founders — Shivani Patel and Keshsa Vasant.
Since demonetisation, more and more urban and semi-urban Indians have been steadily shifting from physical cash to card, mobile wallet and netbanking payments. While all agree that the new ‘cashless’ money is more convenient, it does not carry the symbol millions of Indians associate with. Cash in the first place: the face of Mahatma Gandhi.
Dentsu Webchutney senior creative director PG Aditya says, “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That’s something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level.”
Arture co-founder Shivani Patel adds “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of ‘ahimsa’ and compassion into the way our products are built — 100 per cent vegan and sustainable.”
The brand has partnered with Vishwa Manav Sewa Ashram in Bihar, an NGO founded in 1997, to launch the campaign. A part of the proceeds earned through the Bapu Wallets will also be donated to this NGO, which propagates the principles of the Mahatma through their work in the state.
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.
