MAM
Kaushik Roy re-elected as prez IAA – India Chapter, Swamy is VP
MUMBAI: Reliance Industries president – Brand Strategy & Marketing Communication Kaushik Roy has been re-elected as the president of the India Chapter of the International Advertising Association (IAA-IC) for the year 2011-12.
Roy was elected unanimously for the second term at IAA-IC’s annual general meeting held in Mumbai.
In his first term as president, Roy had launched India’s first Green Award – Olive Crown for creative excellence in communicating sustainability. The IAA-IC also conducted a seminar on the agency of the future entitled ‘Agency 2.5’ by Tim Williams of the USA.
Meanwhile, RK Swamy BBDO CMD Srinivasan K Swamy, who was the honorary secretary of the India Chapter for the past two years, is the new vice president.
The new managing committee includes:
MG Parameswaran as Hon. Secretary
Jaideep Gandhi as Hon. Treasurer
Sam Balsara (Member)
Ramesh Narayan (Member)
Avinash Pandey (Member)
Kunal Lalani (Member)
Neeraj Roy (Co-opted Member)
Bhaskar Das (Member)
Raj Nayak (Ex officio) Immediate Past President.
Pheroza Bilimoria (Special Invitee) Global Hon Secretary and Member of the World Board.
Pradeep Guha (Special Invitee) Global VP and Area Director, Asia Pacific and Member of the World Board
Spread over 56 Chapters in 76 Countries with over 4,000 members worldwide, the IAA champions advertising as a force for growth in all free market societies.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
