MAM
Figo India launches its first TV campaign to scrub away stains-and stereotypes-in Indian homes
MUMBAI: Mops may not start revolutions, but sometimes a detergent commercial can. Figo India Pvt. Ltd. has aired its first-ever television campaign, and it’s not just talking about stubborn stains—it’s stirring up conversations about modern households, equal responsibility, and cleaning with purpose.
The campaign spotlights two of the company’s flagship products—Figo Premium Detergent and Figo Dishwashing Liquid Gel. Through warm, slice-of-life visuals and rhythmic storytelling, the ad films aim to portray contemporary Indian homes where wiping spills and washing dishes are no longer gendered duties but gestures of care, collaboration and intention.
“This campaign marks a new chapter for modern Indian households where cleaning is no longer a chore assigned by gender, but an act of shared love and care. With Figo Dishwashing Liquid Gel, we’re not just cleaning plates, we are challenging mindsets and celebrating equality at home. Ab Figo ke saath, ‘Ek Nayi Shuruaat Karega India’”, said Figo India Pvt. Ltd senior associate director O P Khanduja.
The detergent ad leans into emotional chaos—paint stains, pasta spills, and pillow fights—as metaphors for joy, anchored by the brand’s punchline: “Daagon ko boliye Go!” The brand positions itself as a facilitator of memory-making, not just mess-removing.
A proudly Indian brand, Figo operates across home care, personal care and fabric care categories, built on its signature Triple ‘S’ formula—Self to Surroundings Sanitisation. The brand merges safety, affordability and performance while reimagining the meaning of domestic luxury.
To amplify its messaging, Figo has roped in The Crayons Network as its media agency. “We are glad to partner with Figo, an emerging brand that blends performance with purpose. Their commitment to redefining home care aligns perfectly with our vision, and we look forward to making Figo a household name across India”, said The Crayons Network ED Ranjan Bargotra.
The Crayons Network VP – Mumbai Rohit Thakkar added, “We are excited to be on board with Figo at such a pivotal time. Through a sharp and strategic media approach, we aim to drive awareness, spark trials, and ultimately earn Figo a trusted place in every Indian household”.
The campaign is now live across leading national TV networks and is expected to reach millions of viewers over the coming weeks.
Rooted in its ethos of ‘Rooted in India, Reaching the World’, Figo is looking beyond selling products—it’s pitching a cultural upgrade to how Indian homes clean, connect and co-exist.
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
