MAM
NoiseMAAker encourages activity on Mother’s Day via NoiseFit app
Mumbai: This Mother’s Day, Noise, a smartwatch and connected lifestyle brand, surprised its users with a heartwarming and engaging campaign called “NoiseMAAker.” Centred around the theme of maternal love and support, the campaign took a delightful twist by sending notifications in ‘mom’s tone’ making users feel like their mom had taken over the NoiseFit App’s push notification. These playful notifications, infused with motherly wits, concern and affection, nudged users to actively think towards adopting a healthier lifestyle.
With over 10 million active downloads, the NoiseFit App is a central hub for users, fostering a community that connects, inspires, and motivates them towards a healthier lifestyle. This Mother’s Day, Noise wanted to acknowledge the unwavering support and encouragement mothers provide, highlighting their role as our biggest cheerleaders. As part of the campaign, NoiseMAAker took over push notifications on the app, infusing them with their unique blend of love, care, and a hint of wit. Over the weekend, users received notifications in a familiar, “mom-like” tone, reminding them to prioritise health and wellness with gentle nudges to eat, sleep, and stay active.
The campaign unfolded across various channels, beginning with the app’s push notifications. Subsequently, the brand introduced a teaser notice hinting at a change in the notification tone and addressing its investigation into the matter. This was followed by engaging content on social media, including investigative posts and participation from the audience to guess the mysterious figure behind the altered notifications. This strategy garnered widespread attention, with users and celebrities like actor Taapsee Pannu adding an extra layer of excitement by joining the fun and expressing curiosity about the changes in the notifications.
The reveal video showcased the heartwarming reason behind the modified notifications and unveiled the identity of the mystery NoiseMAAker – none other than ‘Maa’ herself. The campaign culminated in a touching Mother’s Day wish, reminding users to “Listen to Mom” – a sweet nod to appreciating a mother’s love and guidance.
The campaign’s success was evident in the enthusiastic response from the NoiseFit App community. Users actively interacted with the personalised notifications, sharing their experiences on Instagram. The campaign generated a 40 per cent increase in user engagement on the NoiseFit App during the Mother’s Day weekend. Additionally, social media impressions saw a 100 per cent spike during the campaign period.
Brands
Tessolve lands a semiconductor veteran to drive its next big push
Ravi Kumar Chirugudu, who started his career at ISRO and has spent 35 years building chips and companies, joins the Bengaluru-based firm as president and chief operating officer
BENGALURU: Tessolve has never been shy about its ambitions. The Bengaluru-based engineering services firm already counts 18 of the world’s top 20 semiconductor companies among its clients, employs more than 3,500 engineers across 12 countries, and last year pocketed a $150m investment from TPG. Now it has hired the executive it believes can turn those assets into something bigger. Ravi Kumar Chirugudu, a 35-year semiconductor veteran who once built satellite payloads for ISRO and has since scaled engineering organisations across three continents, joins as president and chief operating officer, effective immediately.
THE MAN AND THE MANDATE
The appointment is, by any measure, a serious hire. Ravi Kumar Chirugudu comes to Tessolve after senior leadership stints at HCL Technologies, Altran and Wipro, where he managed large profit-and-loss portfolios and oversaw cross-regional teams. Over the course of his career, he has been instrumental in bringing more than 1,000 new products to market across the high-tech, energy and manufacturing verticals. Before the private sector claimed him, he began his working life as a scientist at the Indian Space Research Organisation, contributing to research and development in charge-coupled device technology and satellite payloads, a foundation that shaped everything that followed.
In his new role, he will lead Tessolve’s global growth strategy: expanding its engineering capabilities, deepening customer relationships and accelerating innovation across semiconductor and high-performance computing domains. The brief is broad, but the context is specific. Tessolve operates in the $550 billion global semiconductor market, and its recent moves, the acquisition of Germany’s Dream Chip Technologies and the TPG funding round, have sharpened both its reach and its expectations.
Srini Chinamilli, co-founder and chief executive of Tessolve, is characteristically direct about why Ravi Kumar Chirugudu was the choice:
“As we scale our global semiconductor and system engineering capabilities, Ravi’s appointment marks an important step forward. As global semiconductor demand continues to accelerate across industries, it is creating significant opportunities across the semiconductor lifecycle, from design, packaging, validation and systems integration. Ravi’s deep knowledge and leadership in this ecosystem brings the right mix of industry expertise, customer connect and execution capability, which will play a key role in strengthening our position as a trusted global engineering partner and reinforcing our market leadership.”
THE NEW ARRIVAL SPEAKS
Ravi Kumar Chirugudu, for his part, frames the move in terms of timing and culture, two factors that veteran executives tend to weigh as heavily as title or compensation:
“I am happy to join Tessolve at a time when the industry is rapidly evolving towards more complex, AI-driven systems. What stands out to me is its strong people-first culture and its commitment to bringing value to its customers. The strength of its global team, combined with its deep expertise in semiconductor innovation and next-generation product engineering, creates a solid foundation to build differentiated, scalable solutions. I look forward to working closely with the team to drive strategic growth and strengthen its role in shaping the global semiconductor ecosystem.”
The reference to AI-driven systems is not incidental. The semiconductor industry is in the midst of a structural reshaping, driven by the insatiable compute demands of artificial intelligence. For engineering services firms like Tessolve, which offers end-to-end capabilities from silicon design to packaged parts and invests in high-performance computing, high-speed interfaces, photonics and 5G, the moment is both an opportunity and a test. The company says it is well positioned to capture the next wave of industry growth. Ravi Kumar Chirugudu is now the person who has to prove it.
He came in from outer space, literally, and spent three decades learning how the semiconductor industry works from the inside out. Now Tessolve is betting that accumulated knowledge can help it cross the next frontier. In the $550 billion global chip market, the gap between ambition and execution is measured in engineering hours and leadership quality. Tessolve has just gone shopping for both.
