MAM
Gas-O-Fast signs on Saurabh Shukla and Biswanath Basu
MUMBAI: Mankind Pharma’s Gas-O-Fast, known for its natural antacids, is focused on establishing a stronger presence across the nation. They recently got Saurabh Shukla and Biswanath Basu on board as brand ambassadors for their new campaign. Saurabh Shukla is a well-known face at a Pan-India level whereas Biswanath Basu is particularly popular in the eastern states. Both these celebrities will help tap into new markets, bringing certain credibility on deck for the brand to take advantage of.
Keeping in mind both the actor’s forte – a brilliant comic timing – the new campaign is designed in a fun and quirky way. The humour being evoked in the film stems from something close to the product world – heartburn – coming alive in both, its literal and metaphorical sense.
Commenting on the campaign, Mankind Pharma DGM Joy Chatterjee said, “It was time for us to broaden our market base by establishing our presence across the country. This venture demanded fresh pieces of communication with acclaimed celebrities for higher brand recall. Thus, Saurabh Shukla and Biswanath Basu became a fitting choice for us.”
The campaign was conceptualized and executed by ADK Fortune, a WPP agency. managing partner Subroto Pradhan added, “It was important to play on the discomfort of heartburn. We thought in a category which mostly rides on the problem-solution approach, a tinge of humour that brings out the ‘jalan’ as an emotion could do the trick. And who could better deliver that than Saurabh and Biswanath.”
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.
