MAM
HDFC securities appoints Puneeth Bekal as CMO
Mumbai: Leading investment services provider HDFC securities has announced the appointment of Puneeth Bekal for the position of chief marketing officer (CMO) and executive vice president. Bekal will be heading the marketing department, and HDFC Sky – their flat pricing equity broking app launched in September 2023.
Puneeth has over 19 years of experience in brands and marketing, with key expertise in brand strategy, marketing strategy, and digital marketing across industries and verticals. He was recently awarded as the 100 Most Influential Marketers by Business World and authored the prestigious Business World Marketing White Book. Before joining HSL, Puneeth worked for organizations including Mastercard, Godrej Group, Lodha Group, and Ceat Tyres. He holds a marketing degree from IIM-Calcutta. In his career spanning nearly two decades, he has worked in over 42 cities across India and 7 countries, giving him a deep understanding of India’s diverse culture and sense of global interconnectedness.
Speaking on his appointment, HDFC securities chief marketing officer and executive vice president Puneeth Bekal said, “I am thrilled to embark on this journey with HDFC Securities, driving towards our shared vision of becoming the preeminent ally for financial investors. In a rapidly evolving landscape, we recognise the transformative power of cutting-edge technologies, and my commitment is to leverage these tools to unlock their full potential. The surge in over 10 crore new demat account openings in India since the pandemic, predominantly fueled by a wave of young and tech-savvy investors, underscores the dynamic shift in the financial landscape.
As the newly appointed CMO at HDFC Securities and HDFC Sky, my immediate focus is to propel our digital capabilities to new heights, with a specific emphasis on HDFC Sky. This strategic initiative aims to position HDFC Sky as the undisputed investment platform of choice for the vibrant community of young and millennial investors across the nation. Through innovation, personalised experiences, and a commitment to trust, we aspire to redefine the landscape of financial services and solidify our standing as the go-to destination for the next generation of investors.”
HDFC Securities MD & CEO Dhiraj Relli said, “Puneeth will be instrumental in crafting a new age, digital-first marketing ecosystem to lead HDFC Securities to stand out in the fragmented and evolving broking and distribution space in India. Puneeth’s enthusiasm and expertise will play a key role in the entire spectrum of HSL’s offerings ranging from our flat pricing offering – HDFC Sky to Investment advisory services.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
