MAM
Polaris to roll out new TVC in March
MUMBAI: Polaris India will launch a new television commercial for Polaris Sportsman 90 and RZR 170.
The TVC will go on air on Cartoon Network and Pogo on 10 March. It will later be rolled out on other channels.
The campaign is created by Future Uday Communications.
Polaris Sportsman 90 and RZR 170 are positioned for kids between the age group of 6-12 years who could use them at their farm houses, gardens, outdoor and off-road venues.
The TVC uses the insight of a bully character which is often found in every school in that age group. The commercial idea showcases the bully snatching the tiffin of a young kid. This dominating act is noticed by the Polaris Gang who decides to teach the bully a good lesson.
The TVC ends with the bully apologising for his behaviour. The TVC is concluded by a chorus from all the kids, “Polaris lao, farm house mein chalao” (Bring Polaris and ride it in your farmhouse.”
The media agency for Polaris India is Oye Media Solutions.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
