MAM
Do Your Thng partners with Mastercard to launch an interactive side of an ongoing campaign
MUMBAI: Mastercard India & Do Your Thng (DYT), a creators’ first community, announced their association for their ongoing campaign #TravelWithMastercard that allows customers to earn cashback on international spends and make the most of their vacation. The collaboration between DYT and Mastercard India work towards a common goal of identifying genuine brand advocates and creating a community that fosters authentic conversations about their travel experiences.
The association between Do Your Thng and Mastercard brings a new facet to the continuing offer by the technological payment giant. The partnership moves beyond perks and cashback and focuses on real stories of international travellers.
DYT, a new entrant in the field of influencer marketing, believes in the power of creators. Their approach is to empower creators to follow their passion and live what they love. The platform’s association with Mastercard is a validation of trusting in the influence of content and is an excellent push towards building the next wave of creators in India.
Remarking on the association, Ankit Agarwal, Founder & CEO, Do Your Thng, said, “For DYT, the creator comes first. It is their stories that we want out there. And by creators, we mean genuine and every day people. These are individuals to whom friends, family, and colleagues listen to, closely. DYT simply magnifies their voices. The #TravelWithMastercard campaign is a brilliant and welcome approach to it. Through DYT, unalloyed travel experiences touch a broader audience, and through Mastercard, the creator gets a bonus for doing what they love.”
Commenting on the #TravelWithMastercard Campaign with DYT, Manasi Narasimhan, Vice President, Marketing and Communications, South Asia, Mastercard, said, “Travelers using Mastercard cards were already earning cashback, but the organization wanted an avenue that draws out candid travel experiences. The #TravelWithMastercard campaign, in partnership with DYT, offers just that. The campaign has been able to reach out to over a million people via genuine stories and experiences from travelers.”
Sanjeev Patel – Associate Media Director, Carat Media said,“Today, we are seeing the engagement of micro &nano influencers on the top. They have the top engagement rates in the game. Thus, with DYT, #TravelWithMastercard campaign, we aim to bring in more engagement & authenticity to the entire campaign.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
