Brands
Eggfirst bags creative duties of Jashn
MUMBAI: Eggfirst has bagged the creative duties of the Premium Fashion Ethnic Wear brand, Jashn. After few rounds of intense discussion around strategy and creative roadmap for the future, Jashn awarded the management of its creative duties to the Mumbai-based agency.
Jashn, a 10-year-old ethnic wear brand present in India and UAE with Celina Jaitly as the brand ambassador, were on the lookout for an agency that understood their industry well and suggest fresh ways to market the brand. Eggfirst presented a robust strategic framework for the brand, based on the specific study of the market and the target group Jashn caters to. This, coupled with their creative approach, was enough to convince Rahuul Jashnani, Managing Director – Jashn, that Eggfirst was the right agency for their brand.
Rahuul said, “Jashn Eggfirst was a nice little find for us. Their understanding of the market is bang on and on the basis of that, the strategy they etched out to take the brand communication to the next level is fantastic. Their creatives are fresh and very appealing and the communication planned is very well in sync with JASHN’s target customer”
Eggfirst shall be responsible for driving the creative of the brand and its various sub-brands for the year 2013-14. “Jashn is a popular women’s ethnic wear brand across India and 2 cities in UAE; Dubai & Abu Dhabi and has been doing well in the market. The question we had on our minds was how we could make it better. A lot of study went into understanding of the market and the target group. Once we had the analysis, we indentified some worthwhile insights and drew upon them to carve out a strategy and a creative approach. We are delighted that Rahuul and the management at Jashn liked us and our work, and we are confident of taking the brand to the next level,” said Vivek Menon – COO, Eggfirst.
The agency is busy working on a new print campaign for the brand, with the launch scheduled in a few weeks’ time.
Brands
Sanjay Khanna named chairman and MD of Bharat Petroleum
Sanjay Khanna takes the top job at Bharat Petroleum, ending a year-long leadership vacuum at the country’s second-largest state-owned fuel retailer
MUMBAI: India’s government has finally filled the corner office at Bharat Petroleum Corporation Ltd (BPCL), handing the chairman and managing director’s role to Khanna, a refinery veteran who had been minding the shop in an acting capacity for nearly a year.
Khanna, who was director (refineries) at BPCL before his elevation, stepped into the breach after G Krishnakumar walked out the door on superannuation on April 30, 2025, leaving the company rudderless at the top. The wait is now over. His formal appointment, conveyed by the ministry of petroleum and natural gas, took effect on April 9, 2026, and runs until his own superannuation on May 31, 2029, or until further orders, whichever is earlier, BPCL said in a stock exchange filing.
The pick is hardly a surprise. Khanna was among candidates interviewed by the Public Enterprise Selection Board as far back as February 1, 2025, in the search for a Krishnakumar replacement. He spent his career inside BPCL’s machinery, heading its Kochi and Mumbai refineries before being appointed director (refineries) on February 22, 2022. A chemical engineering graduate from the National Institute of Technology, Tiruchirappalli, he also holds a postgraduate degree in finance management from the University of Mumbai.
For BPCL, India’s second-largest state-owned fuel retailer, the appointment draws a line under months of drift at the top. Khanna now has three years to prove the wait was worth it.
