MAM
Executive reshuffle within Asia at Lowe
MUMBAI: Lowe has undergone some executive reshuffling within the Asian network. Lowe Dubai MD Vikas Mehta, Lowe India senior VP T Krishna and Lowe India senior VP (business head) Sabyasachi Misra all have been given new portfolios to manage.
While Mehta will now be posted in India as regional strategic planning director for the Unilever businesses, Krishna will be heading strategic planning for the North Asian region – China, Hong Kong and Korea.
Misra, who was heading one of the four business units in India, will be taking over as managing director of Lowe Vietnam. Misra will be replacing current Vietnam head Tim Hennessy. Lowe Vietnam handles Coke, Mercedes, J&J and Unilever.
Stepping into Misra’s shoes in India is Sanjay Srivastava who was also made a brand strategist recently.
Speaking on the internal shuffle, Lowe president and COO Pranesh Misra says, “This reshuffle is a part of an ongoing process and our people seem to be in very high demand. When our worldwide network checked with us, these individuals owing to their experience and caliber agreed to take on international assignments.”
While no replacement has yet been made for Mehta, Lowe Dubai chairman Ajay Srikhande will be overlooking operations until a decision is made.
When queried as to whether these assignments were time bound, Misra clarified that currently there was no specific time-bound arrangement and that changes would be incorporated as and when the need was felt within the worldwide network.
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Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
