MAM
Lowe Lintas and Partners conceptualises Fastrack’s Tee Virus campaign
MUMBAI: Lowe Lintas and Partners has created the Tee Virus campaign for Titan‘s watch and youth accessories brand Fastrack.
The brief given to the agency was to inform the consumers about the new product line based on the apparel piece – the T-shirt. The communication focuses on the fact that these accessories (bags, watches and sunglasses) are a result of Fastrack‘s signature of “quirkiness”.
The campaign is called ‘Teevirus‘, implying a highly infectious T-shirt borne disease that infects bags, watches and sunglasses.
The campaign consists of three television commercials (TVCs), each 15 – 20 seconds long. While two of these (promoting the sunglasses) take the tag-line ‘Infected by tee shirts‘, one for the watch ends with the tagline ‘Born from tee shirts‘.
Concepts like measles and vomiting have been used to portray how the range of sunglasses has been infected by tee shirt designs. The commercial with the watch shows two tee shirts (white and green) getting cosy on the bed and ultimately giving birth to a watch, also green and white in colour, justifying the tagline ‘Born from tee shirts‘.
These videos were created and posted on Facebook and Youtube and later, due to the “overwhelming” response received, were aired on mainstream television.
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.
