MAM
FoxyMoron bags Smaaash’s digital biz
MUMBAI: Smaaash, sports-based entertainment centre in Mumbai, has awarded its digital duties to FoxyMoron.
The agency has already started working on the account. It has used its digital, social media, and creative capabilities to offer a highly interactive and engaging Facebook page.
FoxyMoron Online Strategist Harshil Karia said, “Our focus is not just online but one that bridges online and offline. We‘re working with Burrp to drive focussed footfalls, we‘re working with Snapdeal to get trials going, we‘re working with colleges to get fests to partner with SMAAASH to have their events at the venue and cross promote them online. Its going beyond the traditional digital agency role which is exciting.”
“For us, digital is the center of integrating our marketing communications. Its the driver of purpose and the connect between our above the line and below the line activity. We‘re happy associating with FoxyMoron because they bring the expertise of digital and the flexibility to go beyond digital to help us meet our business needs,” Smaaash director Abhishek Jhaveri added.
Smaaash is currently in the process of integrating digital and social into everything they do. According to the agency, digital isn‘t just a marketing medium, it’s keyed into Smaaash‘s processes. Every time one plays he will find his photos and achievement videos online.
“The single minded strategy for Smaaash is about converting every physical interaction into a digital amplification. The investment thus is more in terms of time than actual spends. 15 per cent of marketing spends are currently allocated to the digital medium,” the agency said.
Brands
UltraTech Cement appoints Jayant Dua as managing director
Dua will succeed K. C. Jhanwar after his term ends in December 2026
MUMBAI: UltraTech Cement, the flagship cement arm of the Aditya Birla Group, has elevated Jayant Dua as managing director, effective 1 April, 2026.
The company’s board also approved his appointment as additional director, managing director and key managerial personnel, effective 1 January, 2027, following the completion of the current managing director K C Jhanwar’s term on 31 December, 2026, according to a regulatory filing.
Dua will serve as managing director for a four-year term from 1 January, 2027 to 31 December, 2030.
A veteran executive with more than 37 years of professional experience, Dua joined the Aditya Birla Group’s cement business in 1996 and spent nearly a decade in various functional and leadership roles.
Over the past two decades, he has held several profit-and-loss and chief executive responsibilities across multiple group businesses, including insulators, insurance, Century Cement and the chlor-alkali segment. In 2023, he was elevated to lead the group’s renewables and textiles businesses.
Within the group, Dua has received several internal honours, including the chairman’s individual award for exceptional contribution in 2002, the outstanding leader award in 2009 and the leader of leaders recognition in 2022.
He holds an engineering degree from Indian Institute of Technology Delhi, an MBA from International Management Institute and has completed the advanced management programme at Harvard Business School.
