MAM
Milind Soman gets a healthy slice of fun in The Health Factory’s new film
MUMBAI: Even the fittest man in India can get schooled especially when it comes to bread. In its latest campaign, The Health Factory (THF), makers of India’s first zero maida and protein bread, ropes in fitness icon Milind Soman for a witty twist that puts health on the daily menu. The brand film flips the script with humour at its core: a bemused Milind finds himself playfully corrected by health-obsessed youngsters who introduce him to “the fittest bread in town.” The irony is deliberate positioning THF as the everyday essential that champions exactly what Milind embodies: authenticity, simplicity, and consistency in health.
The campaign is part of THF’s rebranding push under its philosophy All for Health. Health for All. With refreshed packaging, clean-label promises, and a sharper brand voice, THF wants to shift focus from being “just the zero maida bread brand” back to being a lifestyle choice for better eating.
“We wanted to bring the spotlight back to The Health Factory as the brand, not just the product,” said The Health Factory senior brand manager Meghraj Bangera, noting that Milind’s cross-generational appeal made him the perfect fit. The Health Factory CEO Vinay Maheshwari added, “Health shouldn’t be complicated, it’s about simple, right choices every day.”
For Milind, the fit was natural: “Bread is a staple in so many diets. Making it healthier without losing taste is such a powerful idea,” he said.
With a presence in 16 cities and retail, q-commerce, and e-commerce channels, THF has already entered over 2 million households across India. Now, with Milind in its corner and a playful slice of humour, the brand is hoping to make every bite count in its mission to turn bread into a symbol of cleaner eating.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
