MAM
‘Pass Pass’ adds another variant to its range of herbal fresheners
MUMBAI: ‘Pass Pass’ the herbal and natural mouth freshener has added one more variant to its range of fun mixes – “Pass Pass Meetha Magic”. The launch coincides with the release of a new Pass Pass commercial with Shekhar Suman. The new tagline ‘total natural total fun’ attempts to create the image of a fun brand in the consumer’s mindset.
A series of advertisements has been developed on topical issues related to known celebrities and personalities, popularly known as ‘Pass Pass Panga’. Dentsu has conceptualized the creative and executed the advertising campaign.
Speaking on the occasion, DS Group President Ashok K. Aggarwal said, ” Pass Pass, the premium offering of the DS Group is a pioneering innovation in the branded mouth freshener category. It has become a benchmark in the mouth freshener category and is a leader, much ahead of the competition. With the re-launch, Pass Pass has been established as a brand that inspires togetherness and stands for ‘masti and fun’.”
With the aim of the taking the brand to the next level and to give it a facelift, the DS Group has signed the film & television celebrity Shekhar Suman as its brand ambassador.
Shekhar Suman according to Agarwal is a perfect brand fit as he fulfills the criteria as an absolute mirror image of the brand personality.
The two TVCs, Pass Pass ‘Big S’ and ‘Tabela’ are currently on air. The commercial showcases Shekhar taking ‘panga’ and creating a spoof with two of the biggest celebrities of the nation. The campaign would be on air till the next month.
Pass Pass is available in varied flavours, packed in flip tops, sachets and dining table packs.
Brands
Aditya Birla Fashion & Retail reshuffles top deck; Nikhil Modha to take over as CFO
Phased transition sees Marco Agnolin head OWND!, Nikhil Modha lined up as CFO as company readies next growth leg
MUMBAI: Aditya Birla Fashion & Retail is redrawing its leadership map, lining up a new generation of executives across key roles as it prepares for its next phase of growth.
The company has named Suraj Bahirwani as chief executive (designate) of Pantaloons, effective April 1, 2026, with a full transition to the top role slated for October 1, 2026. He will also be designated as senior managerial personnel.
A two-decade veteran of the Aditya Birla Group, Bahirwani joined as a group management trainee in 2002 and has since held a string of leadership roles across retail and manufacturing. His resume spans stints at Aditya Birla Retail, a tenure as chief operating officer of Pantaloons, and most recently, head of global sales at the group’s cellulosic fibres business, where he drove international expansion and strengthened value-added portfolios.
Academically, he holds a PhD from the University of Mumbai, a postgraduate management diploma from SP Jain Institute of Management and Research, and is a chartered accountant. Over the years, he has picked up multiple chairman’s awards, including distinguished achiever, exceptional contributor and accomplished leader.
The transition at Pantaloons will be staged. Incumbent chief executive Sangeeta Tanwani will continue until September 30, 2026, steering the handover before moving into an advisory role to the managing director from October 1, 2026. She is set to retire on January 31, 2027, at which point she will step down as whole-time director and key managerial personnel.
Alongside, the company has brought in Marco Agnolin as chief executive of OWND! and senior managerial personnel, effective April 6, 2026. Agnolin arrives with over three decades of global experience, having held senior roles at Inditex, where he helped expand Zara in Italy, and later served as chief executive of Bershka and Diesel. His track record spans fast fashion, brand turnarounds and youth-focused retail.
On the finance side, Nikhil Modha has been appointed chief financial officer (designate) and senior managerial personnel from April 1, 2026. He will assume full charge as chief financial officer and key managerial personnel from January 1, 2027.
Current chief financial officer Jagdish Bajaj will oversee a phased transition until December 31, 2026, before retiring and stepping down from his roles.
The reshuffle signals a calibrated succession plan rather than a sudden overhaul, with the company staggering exits and appointments to ensure continuity even as it refreshes leadership across verticals.
As Aditya Birla Fashion & Retail juggles legacy brands and new-age formats, the message is clear: steady hands for the present, sharper ones for the future—and no pause in the push for scale.
