MAM
Katrina Kaif is leading brand ambassador: Ormax Media
Mumbai: Ormax Media, the media research and consulting firm, has conducted a recall study on celebrity-brand association. As per the study, Bollywood actress Katrina Kaif is the most powerful celebrity endorser, at least amongst five top celebrities.
The study was conducted to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.
Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next wave of the celebrity association track.
For the study, 13 brand-celebrity combinations crossed an association score of 15. The score is a measure of the strength of the association. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader followed by Lux and Veet for the Bollywood actress. Salman Khan has only one brand- Wheel making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.
Kareena Kapoor has association score of 23 and 21 for Limca and Head & Shoulders respectively. She also scores 15+ for endorsing Boroplus. Dhoni has found place in the top 13 brand-celebrity association for Pepsi, Lays and Aircel while Tendulkar occupies two positions for Boost and Pepsi.
| Brand | Celebrity | Association Score |
| Slice | Katrina Kaif | 45 |
| Boost | Sachin Tendulkar | 32 |
| Lux | Katrina Kaif | 28 |
| Veet | Katrina Kaif | 25 |
| Pepsi | MS Dhoni | 23 |
| Limca | Kareena Kapoor | 23 |
| Head & Shoulders | Kareena Kapoor | 21 |
| Lays | MS Dhoni | 21 |
| Pepsi | Sachin Tendulkar | 18 |
| Aircel | MS Dhoni | 17 |
| Boroplus | Kareena Kapoor | 16 |
| Olay | Katrina Kaif | 16 |
| Wheel | Salman Khan | 16 |
MAM
Kwality Wall’s appoints new board members after Magnum acquisition
Abhijit Bhattacharya named Chairperson as ice cream company enters next growth phase.
MUMBAI: When your ice cream business gets a fresh scoop of leadership, things are bound to get even cooler and Kwality Wall’s has just done exactly that. Kwality Wall’s (India) Limited (KWIL), now part of The Magnum Ice Cream Company (TMICC), has announced the appointment of Abhijit Bhattacharya and Tahir Toloy Tanridagli to its Board of Directors. The appointments, effective 30 March, follow TMICC HoldCo’s acquisition of a controlling 61.90 per cent stake in KWIL.
Mr Abhijit Bhattacharya has been appointed as additional (non-executive and non-independent) director and chairperson of the board. He currently serves as Chief Financial Officer of The Magnum Ice Cream Company N.V. and previously held the role of CFO for Unilever Ice Cream. With nearly four decades of experience, including 38 years at Koninklijke Philips N.V. in senior finance and operational roles across Europe, Asia and the United States, Bhattacharya brings deep expertise in strategic transformation and complex corporate restructurings.
Mr Tahir Toloy Tanridagli has been appointed as additional (non-executive and non-independent) director. A graduate of Bogazici University with a High Honours BA in Business Administration, he currently serves as President for METSA markets (Middle East, Turkey, Africa, Israel, and South Asia) at TMICC and is a member of the Global Ice Cream Executive Leadership Team. With over two decades in the snacking and FMCG sector, including leadership roles at Kraft Foods–Mondelez and Unilever, Toloy has extensive experience across ice cream, chocolate, snacks, beverages and desserts.
The appointments come as KWIL, which listed as an independent entity after its demerger from Hindustan Unilever Limited, enters a new phase of growth following the Share Purchase Agreement signed between Unilever and TMICC in June 2025.
In the fast-melting world of ice cream, adding two heavyweights to the board is a clear signal that Kwality Wall’s is ready to scoop up even bigger opportunities ahead.
