Brands
Godrej’s AI washing machine cleans up the detergent residue problem
MUMBAI: Godrej is out to scrub away an invisible laundry menace – leftover detergent. Its latest ad campaign for the brand’s AI-powered front load washing machines takes a bubbly problem and turns it into a cheeky, watchable spin.
The campaign zeroes in on something most of us don’t notice but often feel: detergent residue clinging stubbornly to freshly washed clothes. Over time, it can dull colours, roughen fabrics and even irritate skin. Enter Godrej’s new AI-powered turbidity sensing technology, which can detect detergent traces in the wash cycle and rinse out up to 50 per cent more of the harsh stuff.
To get the message across, Godrej has rolled out a series of 20-second films that exaggerate the problem to comic effect. In each film, detergent makes a foamy, surprise appearance playful, over-the-top and impossible to ignore before the smart washing machine swoops in with its fix.
Godrej Enterprises Group head of marketing- appliances business Swati Rathi, explained. “Detergent residue is a real but often overlooked issue. Our AI-powered turbidity sensing tech ensures smarter washes, gentler fabric care and skin-friendlier laundry.”
The campaign, conceptualised by Creativeland Asia, leans on humour to drive home the point. “We took an invisible problem and dramatized it until it couldn’t be ignored,” said co-founder & creative vice-chairman Anu Joseph.
The films are live across digital video platforms and give laundry care, quite literally, a whole new spin.
Brands
JioHotstar EVP, head subscriptions (SVOD) and media Piyush Kothari exits
Streaming executive signs off after 6.5-year run across DisneyStar and JioStar
MUMBAI: Piyush Kothari, EVP and head subscriptions (SVOD) and media at JioHotstar, has stepped down from his role, bringing the curtain down on a 6.5-year stint spanning the DisneyStar and JioStar eras.
Kothari shared the update in a note reflecting on what he called a “transformative” phase for the media industry and a personal journey through the fast-evolving world of streaming and sports entertainment.
“The last few years have been transformative for the media industry and experiencing this journey up close over the past 6.5 years with DisneyStar and now JioStar has been a thriller,” he wrote, thanking colleagues and collaborators who shaped his time in the business.
Kothari joined JioHotstar in November 2024 as EVP, head subscriptions (svod) and media, where he oversaw subscription revenues and subscriber growth for the platform’s svod business.
Before that, he spent over five years at The Walt Disney Company in a series of leadership roles. His last position there was head of product, growth, partnerships and international expansion for Disney+ Hotstar, where he led efforts to scale subscription revenues across direct to consumer and partnership channels. The role also involved overseeing the service’s standalone businesses in markets such as Singapore, Canada and the UK.
Earlier, he served as lead, corporate office and strategic projects, working across the company’s entertainment, sports and streaming businesses. He also headed business operations at Mashal Sports, the entity behind the Pro Kabaddi League, where he helped steer the league through key commercial milestones including a five year broadcast and streaming media rights deal.
Alongside his operational roles, Kothari also served as nominee director on the board of Mashal Sports and was a director on the board of Novi Digital, the company that operates Hotstar.
Before entering the media and entertainment space, Kothari held senior roles across consulting, fintech and conglomerates. He worked with Welspun Group as head, group executive office, with Aditya Birla Group as joint president and business head, digital, analytics and strategy at Aditya Birla Idea Payments Bank, and earlier served as vice president in the chairman’s office at the group.
His career also includes stints at Accenture as principal, Accenture Strategy, and earlier at Shell in channel development and sales.
Reflecting on his time in the media sector, Kothari said he leaves with a lasting belief in India’s subscription economy. He also joked about picking up a new affection along the way.
“Carrying with me love for kabaddi, a deep belief in the potential of the subscriptions business in India, and fond memories and friendships,” he wrote, adding that he is now “onward to the next chapter”.
