MAM
Godrej aer unveils new TVC campaign
Mumbai: Godrej aer, India’s leading bathroom, car and home fragrance brand, unveiled its latest TVC campaign, which takes viewers on a whimsical journey into the world of non-living objects. The new TVC highlights how Godrej aer spray ensure that your house is always fragrant and guest-ready.
The film conceptualised by our in-house design studio Light box, shows banter between various inanimate objects of a house. The scene unfolds with a bell ringing, signifying the arrival of guests. The objects expect the fragrance of gulabo (rose) to alleviate the situation. However, to their surprise, the roses in a vase turn out to be plastic, leading to a comical exchange. Sensing the need for a solution, the petals of fragrance from the Godrej aer spray gently swirl around the room, instantly infusing it with a captivating aroma.
The TVC then showcases the captivating Godrej aer Petal Crush fragrance spray, with a voiceover emphasizing, “Bin bulae mehmano ka kuch nahi kar sakte, par bin bulae smell ke liye Godrej aer hai” (We can’t do anything about uninvited guests, but we have Godrej aer for unwelcome smells). This succinctly captures the essence of the campaign, highlighting how Godrej aer transforms your home environment, making it a warm and inviting space for both expected and unexpected guests.
Commenting on the TVC campaign, Godrej Consumer Products Ltd., category lead – aircare, Shivam Singal said, “Our newest TVC is another addition to our BCI led campaign journey as a brand that we embarked upon 2 years ago. The objective is to fast track adoption of air fresheners category in India, hence in addition to bathroom and living room fresheners we are advertising room sprays for the first time in a decade of its existence coupled with a new design overhaul. The campaign is centred around consumer insight of guests gossiping behind your back and the BCI of inanimate objects helps bring the same alive in a quirky & cheerful way. Through the banter of inanimate objects, we showcase the transformative power of fragrances, turning ordinary homes into extraordinary havens.”
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.
