MAM
Kuntala Karkun appointed Additional Director at FICCI
Veteran economist joins to lead macro research and global trade policy advocacy.
MUMBAI: Kuntala Karkun just traded think-tank desks for a front-row seat at India’s economic policy table because when the numbers need a sharp mind, FICCI called in the heavyweight. Kuntala Karkun has been appointed additional director, Economic Affairs & Research at the Federation of Indian Chambers of Commerce & Industry (FICCI), where she will spearhead research, analytics, and policy advocacy on macroeconomic trends and global trade issues.
She joins from Pahlé India Foundation (PIF), where she served as senior fellow, driving economic growth and investment strategy initiatives for Indian states. Before that, she spent over seven years at Nasscom in senior leadership roles, including director of global trade development and deputy director for Policy Advocacy, shaping the tech sector’s trade and policy agenda.
Her career also includes a decade at Mckinsey & Company across multiple positions, contributing to global economic research and public policy thought leadership, along with a summer stint at ICICI Bank early on.
The appointment comes at a pivotal time for India’s economic narrative, as the country navigates global trade shifts, domestic growth targets, and the push for deeper policy impact. Kuntala’s blend of macro expertise, state-level strategy experience, and industry advocacy positions her to influence FICCI’s research direction and thought leadership on issues shaping India’s place in the world economy.
For an organisation that bridges business and policy, bringing in someone with her track record isn’t just a hire, it’s a strategic move to keep the conversation on India’s rise both credible and cutting-edge.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
