MAM
Ishrath Nawaz joins Publics India as ECD
MUMBAI: Publicis India has appointed Ishrath Nawaz as its new executive creative director.
Nawaz joins Publicis India from McCann Worldwide where he was senior creative director. He will be based out of Mumbai and report to Bobby Pawar, CCO and MD of South Asia for Publicis India.
As part of his remit, Nawaz will manage the creative mandate and drive the next phase of growth for a host of brands under Publicis India.
Nawaz is a seasoned creative professional whose illustrious career spans nearly two decades across agencies. At McCann Worldwide, he has managed brands like Saffola and Parachute from Marico, Jet Airways, Asian Paints, Radio Mirchi 98.3, Western Union and Bosch amongst others. Prior to that, he was the creative director at Soho Square where he lent his ideas and creative skills in launching the Tiago from Tata Motors, YES Bank, Aprilia and Franklin Templeton. Ishrath has also worked in senior roles across other agencies including Saatchi & Saatchi, Draft FCB + Ulka and Rediffusion DYR. He has worked on a range of brands including Airtel, Bajaj Electricals, P&G – Head & Shoulders, Pampers, Ariel; Skoda, Carlsberg, Indian Oil Corporation Ltd, Jet Airways and Thomas Cook.
Welcoming him to the agency, Bobby Pawar says: “We’ve been on this journey of upping our creative game for the last three, four years. It’s resulted in some landmark campaigns. Ishrath adds to our talent pool, leadership pool and our drive. He’s a bright guy with a body of cool stuff in his bag, and I’m confident he will help us raise our game even more. Plus, he shares my love for poetry.”
Commenting on the appointment, Publicis India MD Srija Chatterjee adds, “Ishrath comes with a rich creative background having handled a host of brands across multiple agencies. His knack to come up with quick and customisable solutions on any given creative brief is what makes him a talent to watch for. Not to forget the many laurels his works have won across multiple award shows. We are happy to have him in our fold and look forward to a creative transformation on the brands that he will handle.”
Sharing his views on joining the agency and also his role, Nawaz mentions, “There are but a few times in your life when you get an opportunity to make a difference. To change, create, shape and mould things, into something extraordinary. To me, this is one of those times. Because Publicis India is on the brink of something special. The market is ripe for the vision that the agency has. And I, therefore, count myself lucky. With a powerhouse leadership team in Bobby Pawar, Srija Chatterjee, and Ravpreet Ganesh, there are great things in store in the days to come. My mandate is simple: take Publicis to the next level. And with their support, I hope to be able to do that, and more.”
Brands
BlaBliBlu hits Rs 100 crore run rate within six months of launch
Affordable luxury fragrance brand rides youth demand and rapid adoption
NEW DELHI: BlaBliBlu has clocked an annual run rate of Rs 100 crore within just six months of launch, underlining the rapid rise of new-age fragrance brands catering to India’s young consumers.
The startup, founded by Palash Arneja along with Rajat, Kushal and Durgesh, is currently operating at a monthly run rate of Rs 8 crore. The milestone places it among the fastest-growing entrants in India’s competitive fragrance market.
BlaBliBlu’s growth story hinges on a clear gap it spotted early on. Consumers typically had to choose between expensive international perfumes and lower-priced options that often compromised on quality or longevity. The brand positioned itself in between, offering fragrances priced under Rs 1,000 while maintaining premium-like performance.
A key differentiator has been its product formulation. With a fragrance oil concentration of around 25 per cent, the company claims its perfumes deliver longer-lasting wear comparable to higher-end global brands. Combined with sleek packaging and design, the products have resonated with younger buyers looking for both style and substance.
“Reaching a Rs 100 crore annual run rate within six months is an exciting milestone that shows strong customer demand across India,” said BlaBliBlu founder Palash Arneja. He added that the brand’s focus has been on delivering premium-quality scents while keeping them accessible, supported by continuous feedback and product innovation.
Instead of relying heavily on marketing spends, the company has leaned on a product-led growth strategy. Its trial packs, priced at Rs 399, allow customers to sample multiple fragrances before committing to a full-size purchase. The option to redeem the trial cost or opt for a refund has helped reduce hesitation and build trust among first-time buyers.
Customer insight has also played a central role in shaping the brand. Before launch, the team conducted on-ground research across malls and retail spaces to understand preferences. Since then, feedback from thousands of users has fed into product development and brand decisions.
Looking ahead, BlaBliBlu plans to expand its portfolio into adjacent categories such as body washes, roll-ons and car fragrances, while also exploring niche scent offerings.
With a strong start and a clear value proposition, the brand’s early momentum suggests it is well placed to carve out a lasting space in India’s evolving fragrance market.
