MAM
Sab assigns creative duties to Saints & Warriors
MUMBAI: Multi Screen Media’s Hindi comedy entertainment channel Sab has awarded its creative duties to Saints & Warriors after a multi-agency pitch.
Sab claims that 15 creative agencies were invited for pitches out of which five were shortlisted for second round, before the account finally was bagged by Saints & Warriors.
Pickle is the incumbent agency and has been associated with the channel for the past two and a half years. OMD continues to be media agency for the channel.
Sab EVP and business head Anooj Kapoor said, “We evaluated the agencies on their understanding of our brand and ability to take the brand forward. Saints & Warriors with a robust 360 creative approach seemed an ideal fit for this exciting journey from here on.”
Saints & Warriors chairman Pushpinder Singh added, “Sab holds exciting creative possibilities and as an organisation that progresses on quality of work, nothing excites us more than that.”
Sab with its light hearted content and its brand philosophy of ‘Asli Mazaa Sab Ke Saath Aata Hai’ has recently overtaken flagship channel Sony Entertainment Television.
MAM
HUL appoints Pavan Bedi as CMO for Foods business
Veteran marketer with 22-plus years at Unilever takes charge of foods portfolio in Mumbai.
MUMBAI: HUL’s foods division just got a seasoned flavour boost because when it comes to seasoning success, Pavan Bedi knows exactly how to stir the pot. Hindustan Unilever (HUL) has elevated long-time leader Pavan Bedi to chief marketing officer for its Foods business, the company confirmed on 23 February 2026. Bedi, who has spent over 22 years with the FMCG giant, shared the news himself on LinkedIn, writing: “I’m delighted to share that I will be stepping into a new role as CMO Foods, HUL”.
Before this Mumbai-based appointment, Bedi served as global brand vice president for more than four years. His career is dotted with high-impact global roles: he was global brand director for Pond’s (based in Singapore), driving innovation across South Asia, Africa, and the Middle East, led the high-profile rebranding of Fair & Lovely to Glow & Lovely as global brand director; and spent six years shaping Lifebuoy’s “Purpose agenda” and “Social Mission”, forging public-private partnerships with the United Nations and other platforms.
Now overseeing HUL’s sprawling foods lineup from staples to snacks and everything in between Bedi steps into one of the company’s most dynamic verticals at a time when consumer tastes are evolving fast. His track record blending global scale, brand transformation, and purpose-led marketing makes him a natural fit for steering strategic growth and creative campaigns in the category.
In his LinkedIn post, Bedi underscored his enduring commitment to Unilever’s vision, framing the move as another chapter in a career built on long-term impact rather than quick wins.
For an organisation that thrives on trusted, household names, Bedi’s elevation is less a surprise and more a reminder, the best recipes for growth often come from ingredients that have been simmering for over two decades. Whether it’s rebranding icons or building purpose at scale, he’s now tasked with making sure HUL’s foods business stays as appetising tomorrow as it is today.
