MAM
Jivraj9 unveils new TVC for Instant Tea Premix
Neena Gupta stars in ‘Cut, Mix, Sip’ ad highlighting 30-second homemade-style chai, launched mid-February 2026.
MUMBAI: Chai drama just met its match because when three generations are too tired to brew, Neena Gupta swoops in with a premix that’s quicker than family arguments. Jivraj9, India’s leading tea brand, dropped its third television commercial for the Instant Tea Mix (Premix) around mid-February 2026, building on efforts to widen its national footprint. The spot, shared via Instagram reel, opens with a relatable post-shopping slump, Neena Gupta flanked by a middle-aged woman and a young one, all sinking into the couch exhausted. Cue the classic household nudge-fest, who’s making the tea?
Neena steps up, calls out the daily dilemma, and introduces Jivraj9 Premix as the hassle-free hero: cut open the sachet, mix with hot water, and sip in just 30 seconds. The younger woman takes a sip, declares it “just like how you make it,” sealing the deal on authentic, homemade-like taste without the effort. The film wraps with Neena’s warm sign-off, “Ab kahi bhi, kabhi bhi, ghar wali chai. Cut, Mix, Sip, Jivraj9 Premix.”
Jivraj9 executive directors Pathik Viren Shah and Rushabh Viren Shah said, “Our newest TVC focuses on recognising every household’s simple desire for chai after a long day, and eliminating the hassle of preparing tea the traditional way from scratch. Jivraj Premix delivers the warmth of homemade-style chai in just 30 seconds, without compromising on taste. The new campaign is in line with presenting authenticity and convenience, a need underscored by modern-day consumers.”
The ad fits neatly into Jivraj9’s push for versatile, on-the-go tea options that blend tradition with today’s fast pace perfect for busy homes craving comfort without the kettle wait. Whether you’re lounging after a long day or need a quick pick-me-up anywhere, this one’s brewing a case for convenience that still tastes like home. No more excuses just cut, mix, and sip your way to bliss.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
