MAM
Henkel’s Mr White goes for a makeover
MUMBAI: Henkel India Limited has relaunched its Mr White detergent powder across the country with an enhanced formulation, a fresh new fragrance and in all-new pack. With the re-launch, the brand is expected to garner segment share of 15 per cent nationally in a span of three months.
The main objective is to provide real value to the consumer in the mid price segment with a differentiated product offering. The brand relaunch is the result of extensive and continuous research.
Extensive consumer research and understanding has gone before finalizing formulation of each of the mix elements. Significant investments have been made to develop the new mix. The brand now promises the “Power of 2- Lime + Blue”. Lime removes stains and provides a fresh and lingering fragrance, while blue gives enhanced brightness. This quality combination would simplify the washing process.
The packaging wears a completely new and innovative look. The new pack colors are aligned to the product concept of Lime and Blue with green and blue colors.
This re-launch is supported by an ad campaign developed by RK Swamy BBDO, which will be aired on leading television channels across the country. Rajesh Krishnan of Foot-candles Productions has directed the new ad campaign.
The new Mr White Powder is priced at Rs 39 for the one-kg pack, Rs 20 for the 500 gm pack and the sachets will be available at Re 1.
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.
