MAM
Hair & Care promotes quick, easy hairstyles with new TVC
Mumbai: Hair & Care has rolled out its new television commercial titled ‘Twist and Turn’ that has been created by Taproot India.
Taking a slice of life from the young female audience, the new campaign by Hair & Care introduces quick and easy hairstyling in the category by promoting twist and turn hairdos.
As a part of the Twist and Turn campaign, the new TVC hinges on the insight that there is no better way to change your look and make an impression than to change your hairstyle.
Talking about the concept behind the TVC, Taproot India associate creative director Pallavi Chakravarti said: “For our TG, sameness is boring. Each day has to be different, each tale needs a twist. By highlighting Hair & Care‘s new promise of Twist and Turn hair, the idea was to combine great hair styling and the excitement of doing something new with their fun, mischievous way of life.”
The campaign went live on digital before breaking on TV, given that the average youth today spends more time on the internet than TV.
The brand will be engaging with young girls on its FB page through styling tips, latest hair trends and a step-by-step hairstyling guides.
Shraddha Sharma will continue her association with Hair & Care through an array of digital engagement activities planned for the new Twist and Turn campaign.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
