MAM
Max cooks up ways to beat Aussies via new ad campaign
MUMBAI: Max, which will be airing the Johnnie Walker Super Series cricket tournament live in October, has unleashed yet another marketing campaign to promote the same.
Keeping true to the channel’s tagline of ‘Deewana Bana De’, the new unconventional campaign for the upcoming cricket tournament is entertaining and captivating. The campaign has Max’s kid with oomph Samir Khan.
The Australian cricket team has by far been the invincible team and one wishes to see someone beat them. Keeping this sentiment in mind, Max’s campaign is all about tips on ‘How to beat Australia’.
The campaign aims at involving the common man’s ideas on how to beat the gurus in cricket. Max had kick-started this campaign with the ‘How to beat Australia contest’, which invited viewers to participate and send their ideas on how to beat Australia, the wilder and wackier, the better.
The results of the contest are out and 11 winners will be heading to Australia to witness the Super Series in Melbourne. The campaign aims at generating excitement and create a ‘Talk around the Town’ with its witty and smart ideas on how to beat Australia, executed across multi-media.
The campaign consists of four spots on-air and is backed by an extensive outdoor and print campaign that has a wide spectrum of ideas that are sure to surprise and involve viewers. To build the viral nature of the campaign and drive buzz for the Super Series this campaign will include an extensive van campaign across 56 cites and towns and will be fuelled via radio, the internet and the channel’s short code 2525.
Max executive vice president and business head Albert Almeida said, “Max has consistently set benchmarks in the industry with its innovative marketing and promotional campaigns, receiving accolades in India and internationally. This time too supported by the innovative and groundbreaking ‘How to Beat Australia’ campaign, the Johnnie Walker Super Series is sure to leave viewers saying Deewana Bana Diya!”
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
