MAM
MSLGroup launches global crisis network
MUMBAI: Publicis Groupe‘s flagship speciality communications and engagement company MSLGroup has launched a global Crisis Network of 50+ experts, to provide the best advice, guidance and support for clients in troubled times.
Connected to each other by a proprietary real-time platform, the network is devised to help business leaders prepare for a “new normal”: today‘s fundamental reset in dynamics between individuals, influencers and institutions around trust, power, risk and crisis.
Alongside 24-7 access to the platform, the crisis experts are also able to leverage the network‘s crisis planning framework and crisis simulation workshop – to help clients plan for and respond to crisis situations effectively.
MSLGroup‘s chief strategy officer Pascal Beucler said, “Today, business leaders must master the three key interplays shaping crisis in the “new normal”: the interplay between mainstream media and social media, the interplay between local and global dynamics, and the interplay between crisis planning and response. MSLGroup‘s Crisis Network is a one-stop shop to help guide companies and institutions to do just that.”
Marking the Crisis Network launch, the team has also published its first report, an e-book titled “When Every Crisis is Global, Social and Viral”.
Section one explores how social media is changing trust, power, risk and crisis. Looking first at the role of social media in societal upheavals in the West (including the terrorist attack in Norway, the riots in London and the Occupy Wall Street movement in the US), the authors then move to the East and review how social media is changing the news ecosystem in China, eroding the wasta system of personal influence in the Middle East and uniting the Indian middle class in a grassroots movement against corruption.
The second section outlines how corporations can leverage social media to manage risk and reputation. The team of experts then take a look at how social media can play a role at each stage in the crisis curve, describe the art and science of crisis simulation, recommend engaging third party influencers in crisis planning, share lessons from managing the global Crisis Command Center for BP, provide a playbook for handling a crisis on Facebook and end with tips and tricks on crisis management.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
