Brands
Divya Chadha returns as head of marketing for Amazon Music India
MUMBAI: Divya Chadha, one of India’s most dynamic marketing minds, has struck a new chord—this time with Amazon Music. After a six-year symphony at Spotify India where she scaled listener love and podcast adoption, Chadha has returned to the Amazon fold as head of marketing, based out of Mumbai.
With stints at eBay, Amazon.in and Spotify already under her belt, Chadha brings a treasure trove of brand-building battle scars and a marketing mindset that’s as sharp as it is strategic. From powering up Amazon Great Indian Sale and Mr & Mrs Verma to orchestrating Spotify’s rise in India’s music and podcasting game, she’s played it all—mass media, user acquisition, podcast evangelism, trust-building, and category creation.
Her Spotify run was marked by memorable campaigns driving both free and premium user base growth, top-of-mind brand recall, and a noticeable uptick in subscriptions and podcast listenership. At Amazon, she had earlier shaped India-first brand narratives like Adjust No More, Apni Dukaan, and Try Toh Kar, and even led Amazon Fashion’s #MustHave push.
Before she turned into a full-blown marketing maestro, Chadha was also part of the merchandising and campaign ecosystem at eBay, where she helped scale direct marketing to over 20 per cent of revenue and crafted category-level storytelling across fashion, home and lifestyle.
Now back in Amazon, this time with rhythm and reach in mind, she’s all set to amplify Amazon Music’s voice in a noisy, competitive Indian streaming market.
Let the music—and marketing—begin.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
