MAM
Rexona deo ropes in Preity Zinta as brand ambassador
MUMBAI: Hindustan Unilever Limited (HUL) has roped in Bollywood actress Preity Zinta as the brand ambassador for Rexona roll on deo.
The FMCG major has also changed the positioning of the product from a “fragrance category” to health and hygiene. Says Lakme Lever vice president Anil Chopra, “A larger awareness needs to be built around the roll on deo product as against the aerosol sprays. Rexona has decided to look at the health and hygiene category instead of limiting itself to merely a smell good product.”
Chopra also revealed that although a market leader globally, the brand category itself was in a very nascent stage in India at Rs 1.78 billion.
Rexona deo fetched HUL Rs 220 million in 2006 and the plan is to grow it to a Rs 1-5 billion brand. This will be fuelled by an increase from 3.5 million to 20 million users.
“We are aiming for a 70 per cent growth in this market for 2007”, he added.
The Rexona roll on deo is available in two editions- Free spirit for women and Ice Cool for men. The television commercials for the product will launch on 1 March alongside a print ad campaign followed by danglers, posters and standees. The marketing campaign will also concentrate on mall shelves rather than small local shops.
The body copy for the deo reads ‘who will you meet next’ followed by ‘Be Ready’ as its tagline.
HUL will launch a major marketing drive around the product to boost the brand salience of Rexona deo. Says HUL deo’s marketing manager Shubhranshu Singh, “Apart from the television commercial featuring Zinta, the campaign will involve on ground activity like direct sampling and a contest which allows a lucky winner to enjoy a movie date with Preity.
In terms of a media mix we are divided equally between television and non television medium.”
While the brand has stayed away from celebrity endorsement so far, Singh is “confident about Zinta lending a positive image to the product. She embodies ‘confidence, passion and active uninhibited lifestyle’ and our brand is also targeted at the SEC AB group which is always on the go.”
The Rexona brand has been unable to beat stiff competition by deo sprays despite its relatively low price point at Rs 30 as against other deo sprays in the market which range from Rs 100- 150.The Rexona deo spray is priced at Rs 70.
Rexona is a leading deo brand worldwide and is available in 90 countries. HUL claims it is the number one brand in over 40 countries in Europe, South America, Asia, Africa and the Middle East.
Brands
FSS names Anand Krishnamurthi head of global digital delivery
Tech veteran to drive AI-first, cloud-led transformation in payments globally
CHENNAI: Financial Software and Systems (FSS), an AI-first payment infrastructure company, has appointed Anand Krishnamurthi as head of global digital delivery.
In his new role, Anand Krishnamurthi will lead FSS’s global digital delivery capabilities, focusing on AI-first and cloud-led transformation while ensuring predictable, high-quality outcomes for customers worldwide. He will be based in Chennai and report to V. Balasubramanian, CEO of FSS.
Bringing 28 years of experience in technology and digital transformation across banking, capital markets, financial services, and insurance, Anand has held senior leadership positions at Cognizant and NuSummit. He is recognised for scaling multi-geography delivery teams, leading mission-critical platforms, and embedding AI-driven automation in complex, regulated environments.
“What drew me to FSS is its deep payments expertise, strong product DNA, and the scale at which its platforms power real-world financial ecosystems,” said Anand Krishnamurthi. “I aim to strengthen delivery predictability, execution rigor, and engineering quality, building empowered teams that deliver measurable customer outcomes. FSS has a unique opportunity to create real-time, AI-infused payments infrastructure that is resilient, secure, and globally scalable.”
V. Balasubramanian added, “Anand’s track record in leading multi-geography delivery programs and AI-first operating models makes him the ideal leader for FSS as we accelerate our AI-driven digital payments business. His leadership will help us raise the bar for outcomes globally.”
This appointment is part of FSS’s broader push to build an AI-powered, cloud-native delivery organisation capable of meeting the evolving needs of banks, fintechs, and financial institutions worldwide.
