MAM
MEC helps Citibank use Twitter to kick off festivities
MUMBAI: Media planning agency MEC has conceived a first of its kind online orchestrated offline activation for its client Citibank called “Tweet a cloud, Dil Se”. The initiative is aimed at gauging peoples‘ sentiments on how they would like to splurge this festive season. The campaign went live at the DLF promenade in New Delhi and High street Phoenix in Mumbai on 10 November from 12 noon.
The campaign employs a new advertising technique called ‘skyvertising‘ which releases differently shaped clouds into the sky. The “Tweet a cloud, Dil Se” campaign will be powered by tweets from consumers to the #DilVsBill hashtag .
This initiative is the culmination of the marketing campaign “DilVsBill” that Citi has been running this festival season. It is aimed at promoting Citibank‘s EMI offering on credit cards across 1700 merchant partners, which aides a consumer in making a decision when stuck in a ‘Dill Vs Bill‘ dilemma.
Citibank CMO Sanjeev Kapur said, “Consumers like to make personal purchases as well as gift family and friends during festivals, but are conscious of budgets and costs. Citibank understands these needs and have provided an opportunity to amortize such expenses over a period of time, through EMI Privileges at No extra cost. This allows them to manage their finances better, while enjoying the festivities with family and friends.”
MEC managing director T Gangadhar said, “At MEC we have always believed in setting the benchmark for the industry when it comes to innovating strategically. “Tweet a cloud, Dil se” is a stellar example of the same. It is an activity that interconnects online and offline spaces mirroring the path that consumer journeys have evolved to.”
Brands
PepsiCo India names Rinkesh Satija as VP, supply chain ops India & South Asia
Seasoned operations leader takes charge of India and South Asia
MUMBAI: Rinkesh Satija has been elevated to vice president – supply chain operations, India and South Asia at PepsiCo, stepping into a role that puts him at the helm of the end to end supply chain for the company’s foods business across India and three other countries.
In his expanded mandate, Satija will oversee agri sourcing, supply chain planning, manufacturing, logistics, capacity expansion, quality and food safety, environment, health and safety, as well as continuous improvement. He will also drive digital transformation initiatives while advancing PepsiCo’s pep plus sustainability agenda.
With over 13 years at PepsiCo, Satija has steadily moved up the ranks. Most recently, as senior director – supply chain, foods operations for the India region, he led integrated operations across sourcing, planning, manufacturing and warehousing. Earlier, as director – supply chain for logistics, distribution and transportation, he spearheaded network optimisation efforts and strengthened integrated planning systems during the pandemic to ensure business continuity.
Beyond operational efficiency, Satija has been a strong advocate for productivity acceleration, people development and embedding sustainability into everyday business processes.
Sharing his thoughts at the PepsiCo presents voices of harvest awards, powered by Lay’s, he said he was delighted to be part of a platform celebrating partnerships that give purpose to business. Calling PepsiCo “an agri company at heart”, he reiterated the company’s commitment to farmers and communities through its partnership of progress. He is set to join a panel discussion titled seeding change – creating the ecosystem for transformation, focusing on how collaboration can create lasting impact.
Satija also serves as an independent director at IITI Drishti CPS Foundation, a technology innovation hub at IIT Indore under the national mission on interdisciplinary cyber physical systems, reflecting his interest in the intersection of industry and digital innovation.
An engineer by training, with a mechanical engineering degree from Rajasthan Technical University and a postgraduate diploma in business administration from Symbiosis Centre for Distance Learning, Satija began his career at Haldia Petrochemicals and Larsen and Toubro before moving into senior leadership roles at Akzo Nobel India.
From factory floors to boardrooms, his journey has been shaped by scale, systems and sustainability. Now, with a wider regional brief at PepsiCo, the focus shifts to making the supply chain not just faster and leaner, but smarter and greener too.
