MAM
Ogilvy creates campaign for Bajaj Platina
MUMBAI: Taking the ‘jhatka-free’ story, from Bajaj Platina’s previous campaigns, a notch higher, Ogilvy has created yet another ‘edge of the seat’ thriller for the launch of the new Platina ComforTec 110. The ad shows a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb which is found in the middle of a busy city centre. With the ad, the brand aims to establish the new features of the higher torque engine, combi-braking system, and nitrox shock absorbers, a category first for the vehicle.
Bajaj Auto Ltd VP marketing Narayan Sundararaman said, “In the commuter motorcycle segment where the focus is on ‘mileage’, Platina has differentiated itself by building a strong position as the most comfortable bike for the long-distance commute rider through its ‘jhatka mana hai’ communication. The new Platina 110 comes with features that enhance this comfort position with added features to deliver an ‘effortless riding’ experience to our buyers. The new ‘bomb squad’ TVC communicates this in a truly memorable way.”
Ogilvy West chief creative officer Sukesh Nayak added, “Platina ComforTec’s DNA has always been quirky and entertaining. So this time around, we have chosen a truly unique plot. A bomb disposable squad member discovers the comfort and superior suspension of the new 110 Platina. And in the process leaves the audience thoroughly entertained.”
Ogilvy Mumbai senior VP Nikhil Mohan said, “This wonderful piece of communication is the outcome of the great partnership with the team at Bajaj. This campaign will definitely build salience and desirability for the new Platina 110.”
Ogilvy also shared that the launch campaign along with the TVC and print would include social with an intensive geo-targeted Facebook campaign and other shareable content that entertains the viewer while driving the ‘most comfortable ride’ message home.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
