MAM
Mahindra appoints Shuchi Suri as EVP to lead Experiences unit
Former Unilever executive to drive customer experience across group
MUMBAI: Mahindra is shifting gears from products to experiences, and it’s bringing in a seasoned driver. Mahindra Group has appointed Shuchi Suri as executive vice-president – Mahindra Experiences, effective May 14, 2026, as part of its push to sharpen customer-centric strategies across businesses. Suri will lead the newly created Mahindra Experiences function, tasked with building integrated, world-class customer journeys aimed at unlocking value and driving business impact. The role spans oversight of the Mahindra Adventure team within the automotive division and the Experiences vertical at Mahindra Holidays, placing her at the intersection of mobility, travel and leisure.
She will report to Anish Shah and will be part of the company’s Senior Management Personnel, according to a regulatory disclosure cited by The Economic Times.
Suri joins from Unilever, where she spent 22 years across India, Asia-Pacific and the UK in multiple leadership roles. Most recently, she served as Global Vice-President for Homecare, managing a multi-billion euro portfolio across more than 60 markets, with a track record of driving growth and margin expansion through portfolio transformation and strategic execution.
Her expertise spans brand strategy, consumer segmentation, premium innovation, digital-first marketing and partnerships areas increasingly central to how large conglomerates are rethinking customer engagement.
Academically, Suri is a triple gold medallist from the School of Planning and Architecture and holds an MBA from the Indian Institute of Management Lucknow.
The move signals Mahindra’s intent to go beyond products and platforms, focusing instead on crafting differentiated experiences across its ecosystem because in today’s market, what you sell matters, but how it feels matters more.
MAM
AESL launches ‘Kash Nahi Aakash’ campaign across India
Integrated push spans 251 cities, 28 plus states, 13 million reach, 200 million impressions.
MUMBAI: From “what if” to “why not”, Aakash is asking students to swap doubt for direction. Aakash Educational Services Limited (AESL) has rolled out a nationwide integrated campaign, “Kash Nahi Aakash”, signalling an aggressive marketing push as it looks to deepen engagement with students across India. Conceptualised and executed by Red Bangle Film Collaborative, the campaign blends storytelling with scale, already clocking a digital reach of 13 million and over 200 million impressions.
At its core, the campaign flips a familiar student mindset. The lingering “kash” (what if) is recast into a more decisive narrative positioning AESL as the bridge between hesitation and informed action.
The rollout is deliberately expansive. It spans digital, print, outdoor, radio, transit media and on-ground activations, aiming to create both visibility and engagement across metros as well as Tier 2 and Tier 3 markets.
A series of six digital films is being distributed across platforms including YouTube, Meta and JioHotstar, while pan-India print insertions and metro train branding across major cities for 30 days amplify recall. Regional depth is being driven through cinema, OOH, print and radio.
But the real engine sits on the ground. AESL’s ‘Career Rath’ activation will travel across 28+ states and 251 cities over 45 days, covering 800 feeder markets. The initiative focuses on career counselling, direct interaction with students and parents, and guidance on academic pathways turning awareness into action.
Kanika Kumar Nijhawan, Senior VP Marketing at AESL, said the campaign reflects a shift towards more informed decision-making among students, while also marking a unified, full-funnel marketing approach.
The strategy signals a clear intent: not just to be seen everywhere, but to be useful everywhere meeting students at every stage, from curiosity to commitment.
