MAM
Luxor extends alliance with Big B
NEW DELHI: Kaun Banega Crorepati may well be a thing of the past, but companies are finding that they can still draw enormous cachet from the anchor. Luxor Writing Instruments has renewed its contract with Amitabh Bachchan for their leading brand, Parker.
During his term as the brand ambassador, Bachchan will play a key role in all major brand and product communication for Parker. He will endorse the brand through corporate and product campaigns on television, print and outdoor medium. In one of the earliers TVCs, Bachchan seems reluctant to sign an autograph. However, after writing with the pen, he cannot bear to part with it.
Director, LWIPL Pooja Jain says, “Bachchan’s universal appeal will help us to effectively communicate our brand message to a wider target audience. We want to make Parker a Rs one billion brand by 2004. Mr. Bachchan’s presence is expected to provide further impetus to the remarkable marketing initiatives we have taken in such a short time in this direction.”
Established in 1963, Luxor Writing Instruments claims to have the widest range of writing instruments to cater to the various needs of each category of consumer. It manufactures and markets four brands in India – Parker, Pilot, Luxor and Papermate.
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.
