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
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
