MAM
Red Ice Films launches new TVC for Streax Hair Colours
MUMBAI: The ad film production house Red Ice Films has launched the latest campaign for Streax hair colour featuring actress Sonakshi Sinha for the first time.
The campaign conceptualised by Situations Advertising. The ad highlights walnut‘s essence in the brand that enhances the natural shine of the hair.
The TV ad showcases Sinha talking about the product and emphasising how much she trusts on the natural elements for her hair and later on, the actress introduce the brand in the ad.
Speaking on the campaign, Red Ice Productions creative producer Robby Grewal said, “Being a youth icon, Sonakshi‘s presence in the campaign ensures a distinct brand identity and consumer connect to the Streax as a brand. Apart from working with Sonakshi, collaborating with Marco Pinesi an international director, on this project was the icing on the cake. He understood the local nuances well and also gave a global look and feel to the commercial. We were able to work together to give a new dimension to the brand through the TVC. Overall, the whole experience was extremely enriching and hopefully this has reflected itself in a truly memorable commercial for Streax.”
Situations advertising creative director Samrat Dasgupta said, “With the number of hair colour products increasing with each passing day, the consumer is extremely confused. The need of the hour was a campaign that clears misconceptions and guides the audiences to choose the right hair colour. It was integral that the brand message is communicated by a trusted source, hence we chose Sonakshi Sinha as the youth trusts her.
Red Ice Films was initiated on 15 August 1999. Red Ice has worked with several brands like Britannia, Coca Cola, Dell, Dabur, Pepsi, Saffola, Slice, Titan, Visa, and Vaseline.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
