MAM
ONDC announces the appointment of Rachita Gupta as vice president – communications
Mumbai: Open Network for Digital Commerce (ONDC), an initiative of the Department of Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce, Government of India, recently announced its leadership appointment of Rachita Gupta as vice president of communications. In her current role, Rachita is entrusted with leading the Communications function with a clear mandate to build the brand of ONDC and drive leads for network expansion.
A seasoned marketing professional, equipped with an MBA from IMT, Ghaziabad, and an Executive Leadership Certificate from Cornell University, Rachita comes with two decades of multi-industry experience in marketing, digital marketing, brand communications, sales strategy, and strategic alliances across varied sectors.
She has an extensive background working with esteemed companies such as Tech Mahindra, HCL Technologies, Pearson Education and Idea Cellular. In her previous role at Tech Mahindra, Rachita spearheaded global marketing efforts for Emerging Technologies, covering pivotal areas such as Data Analytics, AI, Gen AI, Metaverse, Cybersecurity, and SaaS.
ONDC MD & CEO T Koshy said “We are delighted to have Rachita onboard. Her extensive experience combined with proven strategic acumen makes her an invaluable asset in driving our next growth phase. ONDC is confident that Rachita Gupta’s expertise, innovative approach, and profound understanding of many industries will play a pivotal role towards the Network’s success in future”.
Expressing her enthusiasm for the role Rachita Gupta VP of communications said, “ONDC is a pioneering initiative with immense impact potential and I am excited to be a part of this Network, particularly at a juncture where it is set to transform the entire e-commerce ecosystem. ONDC’s vision to create a no-barrier, open network through innovation, technology, and a customer-centric approach perfectly resonates with my own values. I look forward to collaborating with the talented team to drive excellence at every phase of the Network’s growth and expansion.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
