MAM
DigiDarts bags the digital mandate for BornGood
NEW DELHI: Home care solutions company, BornGood partnered with performance-based digital marketing agency DigiDarts, to give leverage on digital platforms and to expand, promote its brand presence. Digidarts will solely be managing BornGood’s media buying, strategic and creative execution of organic and paid digital marketing requirements. With this mandate, BornGood hopes to utilize digital marketing tools to push its USPs and core business goals, which is to make the surrounding and planet better.
BornGood provides plant and science-backed home care solutions, helping people to contribute to making the planet better in a small yet significant way. Their products have been formulated with the utmost care and precision for the laundry needs of today, backed by 50 years of expertise in the field of global textile processing from their parent companies- Ramsons garment finishing equipment & European textile chemical corporation(ETCC). BornGood’s mission is to focus on bringing cutting edge technology for the Indian consumers, to better take care of the clothes, skin, and environment.
At BornGood, all the products are USDA certified. BornGood is India’s first eco-friendly startup which has introduced refill packing that contains upto 70 per cent less plastic than bottles, is more economical, and results in less carbon emission. In addition, are working on a program to collect the plastic packaging back from the customer. Innovation (performance range of laundry detergents) they have launched India's first Antimicrobial detergent, proven to kill bacteria and deactivate viruses. Designed for activewear and can be used in all clothes, towels, and linen. They are also planning to launch India’s only Shade Revive detergent which is proven to restore the color in dark and faded garments and also prevents new garments from fading.
Speaking about the collaboration with the agency, Be Better Personal Care Private Limited(BornGood) founder and director Mohit Belani said, “Born Good was created to help people positively contribute to the planet in a small yet significant way and we are pleased to work closely with Digidarts whose vast expertise will help us bring our products to a wider audience"
Adding to the conversation, DigiDarts founder & director Siddhartha Vanvani said, "Excited to take on a new journey with Born Good, whose mission statement to positively contribute towards the betterment of the planet resonates very well with our values. We shall be looking after the digital aspects of introducing and marketing a unique line of products to the Indian buyer space. Our aim is to help initiate small steps in home-care which yield a more sustainable lifestyle for consumers."
Brands
Apple CEO Tim Cook to step down after 15 years, John Ternus to take over
Leadership shake-up sees long-time hardware chief step up from September
CUPERTINO: Apple has confirmed that chief executive officer Tim Cook will step down from his role and transition to executive chairman, with senior vice president of hardware engineering John Ternus set to take over as CEO from September 1, 2026.
The transition, approved unanimously by the board, marks a carefully planned leadership shift at one of the world’s most valuable companies. Cook will remain CEO through the summer, working closely with Ternus to ensure a smooth handover before moving into his new role, where he will continue to support Apple and engage with policymakers globally.
In a memo to employees, Apple CEO Tim Cook reflected on his 15-year tenure, recalling the moment Steve Jobs asked him to step into the role. “It was an emotional and challenging moment for all of us at Apple,” he wrote, adding that the company’s core values, from simplicity and innovation to a commitment to improving lives, remain unchanged.
Explaining his decision, Cook said the company’s strong roadmap and future outlook made this the right time for a transition. “I have never been more optimistic about Apple’s future,” he noted, while announcing Ternus as his successor. He described Ternus as “a visionary in his own right” with “remarkable integrity” and the right leader to guide Apple into its next phase.
Cook said, “John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honour.”
Ternus, in his own note to employees, struck a steady, execution-focused tone. Ternus said, “It has been such a privilege to lead the hardware engineering team… I still plan to be very hands-on,” signalling continuity rather than a strategic reset.
As part of the leadership reshuffle, Ternus will step away from leading hardware engineering, with Tom Marieb taking over the role. Marieb will report to Johny Srouji, who assumes an expanded position as chief hardware officer, aligning hardware development more closely with Apple’s silicon and technology teams.
Cook also used his memo to thank employees, calling them “the most remarkable people in the world” and crediting them for building Apple into what it is today. A town hall has been scheduled at the Steve Jobs Theater to discuss the transition further.
The leadership change also sees Arthur Levinson move to the role of lead independent director, while Ternus joins Apple’s board.
Cook’s tenure has been defined by massive growth and expansion, with Apple’s market value rising from around $350 billion in 2011 to $4 trillion, alongside the launch of new product categories and a booming services business. Ternus, a 25-year Apple veteran, has played a central role in shaping the company’s hardware roadmap, from iPhone and Mac to newer innovations in materials and sustainability.
The transition signals a generational shift, but not a dramatic change in direction. If anything, both memos point to continuity, discipline and a belief that Apple’s next chapter will be built on the same values that shaped its last.
