MAM
Ravi Kumar elevated to a new role at AdLift
MUMBAI: AdLift, a global digital marketing agency with offices in the US and in India has announced this year’s key elevation in its senior leadership team. The agency has promoted Ravi Kumar to Vice President, Business Development & Marketing. Based in India, he will report to Prashant Puri, CEO & Co-Founder, AdLift.
“Ravi’s zeal and ardour to grow AdLift is invigorating. His commitment to drive strategies and achieve business objectives for our clients is unmatched,” said Prashant Puri. “We look forward to Ravi’s continued contribution to AdLift’s success.”
A recognized thought-leader in the industry, Ravi has spoken at well-reputed conferences in digital marketing industry like IAMAI, Inkspell (DoD & MCube), COINS, iMedia, ad:tech etc. Recently, he was awarded the Top 50 most influential digital marketing leaders of 2017 by World Marketing Congress.
Commenting on the appointment, Ravi Kumar, said, “I am very pleased to be appointed VP, Business Development and Marketing at AdLift. I look forward to working closely with our brands in delivering and achieving their business ambitions.”
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
