MAM
Godrej protekt’s new campaign showcases kids’ curiosity
MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so.
Godrej protekt, a range of hand hygiene products from Godrej Consumer Products, has launched a digital film showcasing and encouraging kids’ natural tendency to learn about the world around them through touch.
To showcase this, Godrej protekt conducted a short experiment by putting objects in front of kids and telling them to not touch it, instilling a sense of curiosity in them.
With the help of hidden cameras and conceptualised by Creativeland Asia, the ad showcases kids staring at the ‘Do not touch’ sign boards wondering what to do, and then going ahead and doing just what was expected of them—touching! The kids filmed touching everything–from wet paint to dirty cars to learn more about them.
Godrej Consumer Products business head of India and SAARC Sunil Kataria said, “Godrej protekt as a brand believes that parents must let their children be children and encourage them to step out of their homes to explore the world. This has been the central idea of the social experiment protekt has carried out. The essence of a child’s curious mind is very well captured in the video. With protekt, we want to bring about a behavioural change and promote a healthy habit of keeping hands clean and germ free.”
Creativeland Asia chief creative officer Anu Joseph added, “Godrej protekt has always encouraged kids to go out there and explore the world without any worry, while it promises to protect them from germs. This campaign is an extension of the same idea. A fun social experiment where we realised that there’s no stopping kids. They’ll do what they instinctively feel like doing, and that’s how they learn. And we mustn’t really get in the way, but just be there to make sure they are safe.”
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
