Brands
Flamingo renews collaboration with Hrithik Roshan as brand partner
Mumbai: Flamingo, a flagship consumer healthcare brand of Ascent Meditech Ltd, has renewed its brand partnership with Bollywood actor Hrithik Roshan.
With the continued collaboration with the star, Flamingo aims to sustain and magnify their vision of ‘Making the World Pain Free.’ Over the years Hrithik has epitomised fitness, trust and quality, fundamentals that resonate with the brand’s aesthetics, functionality and product portfolio, said the company in a statement.
Talking about the collaboration, Hrithik Roshan said, “My association with Flamingo comes from my history of dealing with aches and pains through my journey as an actor, where I’ve had to put pressure on my body for various requirements like performing action or a difficult dance step. From a disturbed nights sleep to hindering the most basic daily tasks, pains lead to unrest in the mind and body.”
“The products offered by Flamingo serve as pain relief solutions to various types of injuries. With over 30 years of being in the market, Flamingo has observed the physical struggles of the public and developed aids to live pain-free. I’m happy to be associating with a brand that works wonders for me personally,” added the actor.
The renewed collaboration will kick start a 360-degree brand campaign that will engage the existing and potential brand audience through diverse media interfaces such as television, print, digital, BTL and DTH network, said the brand.
Ascent Meditech Ltd founder and MD Rajiv Mistry said, “Our partnership with Hrithik has been going very strong and our flagship brand Flamingo, has now emerged as one of the Most Trusted Brands in India. Through our earlier campaigns, brand Flamingo has been able to cement its space in the consumer’s mind as a ‘Trusted Partner in Pain’ offering ‘An Aid for a New Life’. Hence, when the question of renewal of association came, it was a no-brainer, for myself and my team.”
“During the initial years of the association, Flamingo with its 350+ products had focused its efforts towards corporate umbrella branding with the objective of garnering awareness among the targeted audience. This renewed association would see brand Flamingo unfurl a campaign where our Brand Ambassador is seen using Flamingo products to combat pain and partaking in everyday activities,” Ascent Meditech Limited VP Sales & Marketing Rakesh Kumar said.
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.
