MAM
ONDC appoints Anupama Priyadarshini as Sr VP – corp governance, risk & compliance and investor relations
Mumbai: Open Network for Digital Commerce (ONDC), an initiative of the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, Government of India, recently announced the addition of Anupama Priyadarshini to its team. By assuming the position of senior vice president – corporate governance, risk & compliance, and investor relations, she will play a crucial role in elevating the governance, risk management, compliance, and investor relations within the ONDC network, reinforcing its commitment to excellence and responsible business practices.
With a career spanning 25 years, Anupama has demonstrated her expertise in various sectors, including retail, steel manufacturing, and beverages. Most notably, she has spent 14 years with IKEA, serving as the CFO, Business Navigation Manager, and Director for IKEA Supply, South Asia. During her tenure, Anupama played a pivotal role in driving responsible and sustainable purchasing practices for IKEA’s global stores and markets while also increasing local sourcing in the Indian retail market. Her significant involvement in establishing IKEA’s footprint in India and South Asia has been instrumental in shaping the company’s growth strategy.
Prior to her tenure with IKEA, Anupama made substantial contributions to Tata Steel’s growth strategy, concentrating on enhancing its cost competitiveness on a global scale. She also had a brief but impactful stint with PepsiCo, where she was responsible for overseeing capital investments within the Indian beverages market. Beyond her corporate role, Anupama has served as a visiting faculty member at some prestigious institutions, including XIM University, MDI Gurgaon, and IRMA.
ONDC MD & CEO T Koshy said, “The ONDC team is delighted to welcome Anupama onboard. With her vast experience and proven expertise across diverse sectors, notably her instrumental roles at IKEA, Tata Steel, and PepsiCo, we are confident that she will be a key asset in enhancing ONDC’s commitment to corporate governance, risk management, compliance, and investor relations. We eagerly anticipate the valuable contributions she will bring as we continue to strengthen our commitment to excellence and responsible business practices within the ONDC Network.”
Expressing her enthusiasm for the role, Anupama Priyadarshini stated, “I’m excited to be a part of ONDC, which aims to make digital commerce more inclusive and accessible on a large scale for the country. By assuming the responsibilities of my new role, I foresee a tremendous opportunity to be a part of the evolutionary journey of a democratic ecommerce ecosystem. ONDC’s focus on leveraging Digital Public Infrastructure to benefit the masses through innovation and technology mirrors my values. I look forward to collaborating with this exceptional team to drive excellence as the network continues to grow and expand.”
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.
