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Dinesh Malhotra joins Carat Fresh Integrated as SVP
MUMBAI: Aegis Media Group‘s activation company, Carat Fresh Integrated, has appointed Dinesh Malhotra as senior vice president and head of business.
Malhotra moves in from International Development Enterprises, where he was senior marketing specialist working as marketing advisor for food security and poverty alleviation programmes in India and other International markets.
Said chairman India and CEO South East Asia Ashish Bhasin, “With the spectacular success and growth that Carat Fresh Integrated has achieved over the last 6 months, having a head as experienced as Dinesh Malhotra will be a big help. Dinesh brings with him over 28 years of experience and with Carat Fresh Integrated‘s special thrust on activation, both rural and urban this will be a unique strength. The fast growth has encouraged us to invest in this important area of marketing communications.”
Malhotra started his marketing career with Lintas IMAG in 1999 and after 10 years, he became the president of Linterland.
Added Malhotra, “I am delighted to join the Aegis Media family and am excited about the great potential Carat Fresh Integrated has since there are no professional players in the market with knowledge and experience in both urban & rural activation.”
Carat‘s clientele includes Idea Cellular, Lipton, Future Group and Mills & Boons.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
