MAM
Galaxy Surfactants encourages sustainable personal care habits
Mumbai: Specialty chemicals company Galaxy Surfactants has launched a new campaign called #OldHabitsNewForm urging the present generation to look back at and take inspiration from the ancestors’ good personal care habits to move towards a sustainable future.
The campaign calls for reviving the age-old, traditional formats such as carrying paper soaps when travelling, using all-in-one shampoo bars for healthy hair and scalp, and brushing with toothpowders, which are not only convenient to use but also offer a sustainable alternative to current personal care practices.
Galaxy Surfactants has been enabling the revival of healthy sustainable living by consistently bringing in environment-conscious product formulations such as Galaxy’s mild surfactants, syndets, and transparent bathing bars among others.
Commenting on the campaign launch, Galaxy Surfactants, promoter and managing director, U Shekhar said, “The modern-day consumer is well-informed and aware of self-responsibility towards sustainable living. Our #OldHabitsNewForm campaign is an effort to derive inspiration from the environment-conscious lifestyle practiced by the older generation that now serves as benchmark template in modern-day personal care innovations.”
AD Agencies
WPP appoints Hephzibah Pathak CEO of WPP Creative India
Ogilvy India chair takes charge of unified creative model in key market
NEW DELHI: WPP has appointed Hephzibah Pathak as chief executive officer of WPP Creative India, putting a local leader at the helm of its newly created creative operating model in one of its most important growth markets.
The move brings clarity to how WPP’s global restructuring will play out in India, weeks after the group unveiled WPP Creative as part of its Elevate28 strategy. The unit sits alongside WPP Media, WPP Production and WPP Enterprise Solutions, and is designed to simplify what the company previously described as an overly complex structure.
Pathak, who continues as executive chairperson of Ogilvy India, will represent all agencies under the WPP Creative umbrella in India. Her role centres on driving integration across brands, expanding capabilities and ensuring clients can tap into the network’s full talent pool without friction.
WPP said Pathak will work closely with agency brand CEOs to “enhance integration, expand capabilities, and ensure seamless client access”, while maintaining the distinct identities of its agencies.
The portfolio under WPP Creative includes leading networks such as VML, Landor, AKQA and Grey, along with Burson and its affiliated firms. Leaders across these agencies will now report into Pathak, even as each brand continues to operate independently within a unified system.
The appointment also formalises a dual-track strategy in India, preserving agency identities while accelerating collaboration. Pathak is expected to work closely with media leadership to align creative and media capabilities, reflecting growing client demand for integrated, multi-market solutions.
WPP Creative global CEO Jon Cook has described the unit as “not an agency” but an operating system that helps creative, design and PR brands work together more effectively. The group has been clear that it is not merging or phasing out legacy agency brands, instead aiming to reduce complexity on the client side.
Pathak brings nearly three decades of experience within the network, having joined in 1997 and held roles ranging from Mumbai office head to chief client officer. She made history in 2024 as the first woman to lead Ogilvy India in its 95-year presence in the country.
Her expanded mandate positions India at the centre of WPP’s Asia-Pacific strategy, with a focus on strengthening brand presence, deepening client relationships and unlocking growth in a fast-evolving market.
The appointment signals WPP’s intent to move beyond the traditional holding company model towards a more integrated, AI-enabled structure. With Pathak now steering WPP Creative India, the group appears set to test whether simpler structures can indeed deliver sharper creative outcomes.
