MAM
Gas-O-Fast brings ‘India ki Acidity ka Indian Ayurvedic Solution’
Mumbai: Mankind Pharma’s Ayurvedic Gas-O-Fast has rolled out an extension of its ‘India ki Acidity ka Indian Ayurvedic Solution’ campaign. The brand came up with a digital campaign featuring Namit Das to effectively communicate the message that Ayurvedic Gas-O-Fast can address the common acidity problem in India. For creating a presence in the regional market, the brand also launched a multilingual TVC campaign, with Kanneganti Brahmanandam and Biswanath Basu, for better brand awareness in the South and East, respectively.
Aiming to reach a wider audience base, this year the brand initiated a well-planned 360-degree campaign aiming to amplify the brand’s reach and seek deeper penetration into the market. As part of the campaign, the brand executed multiple activities. In the first instance, Ayurvedic Gas-O-Fast activated an OOH campaign to strike a chord with the audience.
The brand has launched the activity across Pune, Kashmir, Uttar Pradesh, Gujarat, Rajasthan, and other parts of India. It took a multi-dimensional route with hoardings in Pune, boat branding in Dal Lake, Srinagar, station branding in Gujarat and Rajasthan, and wet sampling in Uttar Pradesh to reach out to customers. The activity also included branding activity and TV series integration on Colors TV, covering different media channels. It aimed to reach out to non-digital audiences who still rely on traditional media to stay informed.
Additionally, rather than restricting themselves to a few mediums, the brand has also devised various offline event sponsorships. With the objective of further enhancing the impact created by multilingual TVC campaigns, the brand presents Times Sharod Shrestho 2022 in association with Times of India. It was done by being a part of the Durga Pujo gaiety during the most awaited and biggest festival in West Bengal. The campaign was able to create visibility across numerous Baroari (community-based) pujas in Kolkata.
Furthermore, in an attempt to make inroads into the rural market in West Bengal, another activity was undertaken. The brand, in association with Radio Mirchi, presented an event called Mirchi Para Football. The match was an amateur football event and Ayurvedic Gas-O-Fast sought to target the audience across the districts of Midnapore, Berhampore, Barasat, and Siliguri for better brand penetration and visibility. These events were well supported with the help of digital promotions on social media handles and websites, newspaper editorial coverage, print advertorials, and announcements on radio channels.
Speaking about the campaign, Mankind Pharma associate vice president of sales and marketing Joy Chatterjee said, “The Indian audience is very vast, which reflects diverse trends. In order to reach them, the one-size-fits-all concept becomes obsolete and requires a more multi-faceted approach to increase visibility among the audience. We sought to cater to all types of audiences with this campaign.”
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
