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LIQVD ASIA wins creative mandate for Jiva Ayurveda
MUMBAI: Mumbai-based LIQVD ASIA has been awarded to shoulder the integrated creative duties of Jiva Ayurveda, founded in 1992 by Dr Partap Chauhan. With the world’s first online Ayurvedic centre and telemedicine practice, Jiva facilitates personalised Ayurvedic treatment to millions of people worldwide.
The objective of the pitch was to partner with a brand, who could stir a conversation to transform the traditional perception of Ayurveda and make it relevant to the present day. LIQVD ASIA has been recognised as one of the fastest evolving agencies in India and Asia Pacific.
Jiva Ayurveda director Madhusudan Chauhan said: “For the last 27 years, Jiva Ayurveda has always adopted a participative approach, empowering and educating people on ways to adopt a healthier lifestyle with Ayurveda. Greater awareness of the true powers of Ayurveda and debunking the Generation Z’s perception of it as a nostalgic grandma’s ‘shehat ke nushkhe’ is crucial in completely redefining the concept of preventive healthcare, especially in the post-epidemic world.”
He further elaborated, “With more and more people depending upon social and digital channels, Jiva will build upon its already existing strength to broaden that community fulfilling its vision of a healthier, happier society and becoming the voice of ‘evidence-based, data-driven science’ pioneered at our company. Ayurveda is India’s priceless gift to the world, and more people not only need to know of it, but also apply it in their day-to-day lives. LIQVD ASIA ’s vision aligns with Jiva’s on that matter, and we are confident that this collaboration will take Ayurveda to every home, every phone, every heart!”
LIQVD ASIA COO Tanushree Radhakrishnan said, “Jiva through its services and wellness products has been working on bringing about a change through Ayurveda in the realm of education, health and culture and we are happy to partner with them. The ideology of Jiva, to make Ayurveda a way of life is something I personally relate to and hence this win is more fulfilling”.
The creative scope of work for LIQVD ASIA would be to unearth the science and beauty of Ayurveda and get people excited about the myriad products and exemplary services that Jiva has to offer. LIQVD ASIA has been consistent in elevating its brands across digital platforms and would ensure that Jiva becomes synonymous with authentic and contemporary Ayurveda.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
