MAM
QYOU Media appoints Raj Mishra as India Group CEO
Mumbai: QYOU Media Inc., operating in India and the United States has announced the appointment of digital leader and strategist, Raj Mishra, as Group CEO of QYOU Media’s India operations overseeing all business units, with immediate effect. Mishra will focus on increasing operational and financial synergies and strengths among the three primary business units as the company further pivots in India into digital distribution and direct-to-consumer initiatives.
Raj Mishra was appointed to QYOU’s board of directors on 30 May 2023 and brings a strong track record of driving business growth and profitability in the mobile, media, and entertainment sectors. With over 13 years of experience and a background that includes senior management roles in building some of the most successful app businesses in Indian market history, Mishra specializes in go-to-market strategies, sales, marketing, business growth, and profit and loss management in India’s evolving social media landscape.
Mishra’s career highlights include his instrumental role as the first employee at Musical.ly in India (now TikTok), leading it to over 60 million monthly active users. As the country head for both Musical.ly and later for TikTok following their acquisition, he fostered growth for ByteDance in India, established local teams, cultivated business partnerships, and nurtured the creator community. Under his leadership, Musical.ly became the most downloaded app on Android and iOS app stores. He subsequently oversaw the rebranding transition from Musical.ly to TikTok after its acquisition in 2017 wherein it became quickly established among the most downloaded apps in India with 610 million downloads in India alone in less than three years representing over a quarter of all global downloads. In 2019, he took on a new challenge within ByteDance where he was spearheading strategy for their newly launched suite of products, including the app Helo while closely working with the core global teams at ByteDance to help further strengthen their overall go-to-market strategy. Following that experience, Mishra joined Triller as the country GM and India head, laying the foundation for its expansion in India and the Asia-Pacific region. Most recently, Mishra was consulting for a number of digital and gaming companies including QYOU’s India business units, where he provides strategic and revenue generation strategies and tactics for growth.
QYOU Media CEO and co-founder, Curt Marvis commented, “We are thrilled to have Raj on board to direct the next phase of growth for our businesses in India. Working with him as a consultant to QYOU India over the last several months, it became clear to me and the Board that his skill set and experience were directly applicable to our overall business objective to become a larger brand with more direct to consumer initiatives in India. This includes our most recent launch of the new freemium version of Q GamesMela. In addition, Raj’s understanding and knowledge of how the creator economy works, as a result of his roles at both Musical.ly and TikTok are invaluable for us as we build a creator-centric brand and business. His appointment to oversee our entire operation in India launches a very exciting new chapter in our history.”
Speaking on the appointment, Raj Mishra added, “I joined the board of QYOU Media because I was excited about the size and scope of the opportunity for which they have already built the foundation. In working directly with the business since that time, I now know that the potential is even greater than I had first realized. There is a tremendous amount of hard work, coordination and execution ahead and we have only scratched the surface of what is possible for QYOU. I have shared with Curt and the Board my thoughts on how I see the business unfolding and expanding in the coming years. I can’t wait to get deeper into working with the executive management and employees at all the business units and to help QYOU raise the India business to a level of success we all know is possible.”
QYOU Media business units in India include QYOU Media India which includes the broadcast and CTV channels, the influencer marketing business Chtrbox Technologies and Maxamtech Digital Ventures’ gaming business.
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
