MAM
dentsu India appoints Arti Singh to head Hyperspace
New Delhi: dentsu India on Tuesday appointed Arti Singh as VP National for its shoppers’ marketing unit, Hyperspace. In her new role, Singh will be in charge of the shoppers’ marketing division that includes experiential, retail, cinema and mall business.
A seasoned professional with more than 18 years of expertise in the field, Singh will drive and develop strategies for brands. “With her tremendous experience in the industry and understanding of consumer behaviour, she will help in building relationships with key industry players, teams and associates. Additionally, she will play a significant role in designing the offline path of the purchase journey for consumers, thus, connecting them with brands,” said the agency.
This is Singh’s second innings with dentsu India. Previously, she had been with the network for more than a decade and played a vital role in successfully delivering marketing experiential retail campaigns for brands.
Speaking on her new role, Singh said, “It’s a great role, with enormous possibilities in my second innings. Hyperspace is a network that has established strong credentials in space for over a decade now. I am excited about the endless opportunities and challenges this new role offers and I look forward to driving Hyperspace’s continued growth and ambition in India.”
Dentsu International Group MD & COO, Posterscope SA, president, Posterscope APAC Haresh Nayak said, “Arti will be responsible for strengthening the shoppers’ marketing practices across all agencies of dentsu India. Her presence and experience in the space will help us beef up our efforts in understanding the behaviour of shoppers. She brings immense value to the company’s capabilities. We are increasingly bringing on board senior talents in this space who can carry forward the learnings of seamlessly-integrated consumer and brand interaction in the new normal.”
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
