MAM
Omnicom Media enlists Varuni Vij as vice-president
MUMBAI: Omnicom Media group has signed up Varuni Vij as vice-president from this month. Vij has a large part of her 16 years of working in media agencies, moving onto the client’s side in 2020 when she started working with Reckitt.
Vij has had stints with Zenith, Madison World, Carat, Mindshare and Initiative over her career. Her last job was with the Good Glamm Group, where she says she “started as a media lead. But I significantly enhanced our brand’s visibility and engagement, leveraging my media expertise and passion for beauty and personal care I was promoted to Brand side for notable Beauty & Personal care brands – Organic Harvest, Manish Malhotra Beauty and POPxo makeup.”
Her going back to the agency side will be a homecoming of sorts.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
