Brands
Hrithik adds star flavour to Rakesh Masala’s 50th year
MUMBAI: Rakesh Masala has turned up the heat on its 50th anniversary, partnering with HRX Films and roping in megastar Hrithik Roshan for its new pan-India campaign, Swaad Jo Reh Jaaye Yaad. Conceptualised by Collective Creative Labs, the campaign blends humour, nostalgia and the unmistakable taste that has seasoned Indian kitchens for five decades.
The films feature Hrithik in light-hearted, slice-of-life moments, from set antics to candid off-screen conversations, revealing the superstar’s love for authentic flavours made richer with Rakesh Masala. It’s a playful reminder that even icons savour the simple joy of a perfectly spiced meal.
“Rakesh Masala has been a household name for decades, loved for its authentic taste and quality,” said Rakesh Masala managing director Ajhay Kumar. “As we mark our 50th year, joining hands with Hrithik Roshan feels like the perfect way to take our legacy forward.”
Produced by HRX Films, the campaign celebrates both brand and star power. “We wanted to tell a story rooted in humour and relatability,” said HRX Films CEO Eshaan Roshan. “By merging Rakesh Masala’s timelessness with Hrithik’s charisma, we created something that speaks to audiences across India.”
With a mix of TVCs, digital shorts, print and outdoor buzz, the campaign spices up screens nationwide, proving that great taste, much like great cinema, always leaves you wanting more.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
