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ICA Italian wood finishes – good taste shows
Mumbai: ICA Pidilite offers a range of exquisite wood finishes from Italy, the land of fashion and design. This glamorous range of luxury wood finishes represents the highest standards of quality and finesse and allows architects and interior designers to express their unique style, vision and artistic sensibilities. It is also perfect for homeowners to display their discerning taste and to build the interiors of their dreams.
ICA has released a short film depicting how their glamorous wood finishes influence people’s moods, tastes and preferences. ‘The Mother’s Visit’ is a unique film based on the simple insight that good taste can influence and win over even the most cynical and hard-to-please.
The film begins with an Italian couple welcoming the girl’s rather stern mother into their luxurious and well-designed home. At the outset, we see an air of nervousness between the three as the mother struggles with the fact that her daughter eloped and married without her consent. We see the young leave the room to give the mother some time and space.
Mother now left alone looks around herself. She spots a picture frame of the couple. As she looks at it she breaks into opera in Italian expressing her woes. She places the picture down on the console and gets distracted by its attractive metallic finish – Luxurious Moon Rock textures combined with a satin metallic touch. She looks quite impressed with the finish. Continuing to sing, she looks around herself, and slowly we see her mood start to shift from distress to joy and wonder. She catches her reflection on a dining table’s high-gloss ICA Lucido mirror finish and admires herself in it. She then saunters over to a wall with an artistic finish on it – ICA Maltawood (due to the use of colourless resins in their formulation, these products give the surface an elegant and polished appearance). Last but surely not least; she stops to take a selfie next to a gorgeous bar cabinet with knobs finished using the ICA Creativa Metal series (designed to give surfaces an antique look, while maintaining superior aesthetics). Its unique and distinctive look easily sets it apart from other wood finishes.
The luxurious house with its gorgeous finishes appears to have mesmerised the once-upset mother and uplifted her mood, even adding a new spring to her step. She seems to have accepted that even though her daughter married someone without telling her, she chose well – an aesthete, a man of good taste. The film ends with her in a joyful embrace with the young couple.
ICA Pidilite Sr. VP Manish Airee said “This is the first time we have released a film made in India for our audience. We want to communicate to our consumers how persuasive design can be. Through this film, we want our consumers to know that ICA Pidilite’s good taste and great finishes are recognizable and that they meet the same high-quality standards as in Italy. We at ICA discover how changing consumer preferences can influence businesses and we try to respond to continuously evolving trends and tastes.”
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
