MAM
Meat & seafood start-up TenderCuts launches its maiden campaign
MUMBAI: TenderCuts, the fresh meat, and seafood start-up backed by Paragon Partners and NABventures has released its first multi-film campaign focusing on the functional aspects of the brand.
The multi-film campaign conceived by Lowe Lintas Bangalore banks on humour to communicate the key features of the brand’s offering. It relies on how Indians are extremely particular about their food from visiting markets early in the morning for sourcing fresh produce to eating on the day it is cooked – most have their own rules when it comes to food. The campaign aims to highlight how the brand’s eco chain is built to keep the meat fresh.
“Understanding how Indian consumers gauge ‘freshness’ as one of the important factors in choosing their meats and seafood has driven our offerings and our process. And that has been our success. The team at Lowe Lintas has firmly positioned our brand in the space and this campaign aims to build consideration in the minds of our target audience,” said TenderCuts founder & CEO, Nishanth Chandran.
The film also aims to showcase that the meat comes fresh to the store and is cut only after an order is placed, which keeps the meat fresh. “The campaign is rooted in research. It is a beautiful, light-hearted, and memorable take on our USPs of ‘freshly cut after your order is received and, “cut the way you love it,” said TenderCuts chief marketing officer Aruna Jathar.
Lowe Lintas regional creative officer Puneet Kapoor said, “Being a brand that’s all about customer delight the task was to create something that was close to the heart. ‘Cut the way you love it’ sums that up nicely. And the films are all about celebrating the love for TenderCuts, whether it is the fact that they are an omnichannel or that they have the freshest locally sourced meat. Or even the fact that they have such a wide variety of cuts.”
An integrated campaign covering TVC, Digital, Print, and OOH will run in all three markets.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
