MAM
Havas acquires Boondoggle to fortify digital pesence in Europe
MUMBAI: France-based communications network Havas announced today the acquisition of a majority stake in Boondoggle – a fully integrated digital agency in the customs union of Benelux.
With this Havas hopes to strengthen its digital lead in Europe and its position in the Benelux region and become one of the top three agencies.
Boondoggle will continue to operate under its current name and keep its current offices in Belgium and the Netherlands. The Boondoggle management team remains unchanged and continues to own a minority stake in the agency.
The agency was founded in 2000, but took the name Boondoggle only in 2007. Today it employs more than 120 digital and creative experts in its offices in Amsterdam and Leuven.
The agency offers fully integrated solutions to its list of clients which include the likes of Coca-Cola, Nike, Heinz Europe, Iglo Europe, Belgacom, Thomas Cook, Tiense Suiker, Belfius, Kinepolis, Delhaize and Rabobank International Direct Banking.
Havas Global CEO David Jones said, “Boondoggle is a brilliant agency which combines first-class digital expertise with award-winning creative talent making it totally in line with our “digital at the core” model. They are not just one of the best agencies in Benelux, the work they are doing across digital, social and data is as good as anything I‘ve seen anywhere in the world. We‘re very excited to have them join the group and look forward to delivering their expertise and ideas to our clients.”
Boondoggle CEO Pieter Goiris added, “Joining one of the leading and most innovative international communications services group was the next and logical step for Boondoggle to achieve our ambitions for the years to come. David Jones‘ “digital at the core” vision for Havas is something we really share and believe in, and it will help us to further accelerate Boondoggle‘s business in a more international context.”
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
