MAM
Sarvita Sethi appointed as Coca-Cola India and southwest Asia VP M&A, Harsh Bhutani as CFO
MUMBAI: Keeping with developing business needs and investment in talent development, Coca-Cola India has made two-key changes at its top management. It has appointed Sarvita Sethi as vice-president, merger, and acquisitions (M&A) and new ventures, and Harsh Bhutani as vice president – finance (CFO), for Coca-Cola India and southwest Asia. The appointments will be effective from 1 August.
Sethi, who was earlier VP finance India and southwest Asia, had become the first woman to head the company’s finances for the region. In her new role, she will be responsible for the firm’s crucial incubator, which involves conceptualising, developing and launching new products relevant to the market, besides scaling up these new brands or products until they can be managed by general marketing and sales teams.
Sethi is a chartered accountant with more than 15 years of experience in corporate finance, and had worked for Sainsbury’s and Viacom in London before joining Coca-Cola in 2008.
She is known for her “results-oriented” mindset and her expertise in financial operations of fast-moving consumer goods firms. Her journey in the professional world began as an audit manager for the global audit and consultancy firm PricewaterhouseCooper in London in 1996. Before joining the professional world, Sethi went to City University London to finish her Bachelor’s in Science degree in economics and accountancy in 1995.
Bhutani, a veteran at Coke’s bottling arm Hindustan Coca Cola Beverages will take over from Sethi. Before joining HCCB in 1999, he was with Swiss industrial products and solutions conglomerate – Asea Brown Boveri.
A chartered accountant from the Institute of Chartered Accountants of India, Bhutani has earned a name for himself, among his friends and colleagues, as an efficient business planner.
MAM
Wow Momo tests ‘world’s crispiest fries’ with influencer campaign
1,500 participants across four cities test fries at 30, 45 and 60 minutes.
MUMBAI: The fries are talking and this time, they’re crunching louder than the ads. Wow! Momo has turned a bold product claim into a full-blown public experiment, launching its “World’s Crispiest Fries” through a content-first campaign anchored in real-world validation rather than glossy promises. Instead of relying on traditional advertising, the brand staged a large-scale tasting challenge across four metros Delhi, Mumbai, Bengaluru and Kolkata bringing together nearly 1,500 participants, including influencers, food writers and everyday consumers. The brief was simple: put the fries to the test against leading QSR competitors over time.
Participants evaluated the fries at 30, 45 and 60 minutes after serving, a window where most fries typically lose their crunch. According to the brand, Wow! Momo’s offering held its texture across all three intervals, while competing products softened, turning a functional claim into a demonstrable outcome.
The exercise doubled up as both product trial and content engine. Reactions from participants ranging from surprise to outright endorsement now form the backbone of the campaign’s digital rollout, amplified through social media, creator-led content, memes and short-format films under the hashtag #EndOfDebate.
The strategy reflects a broader shift in how QSR brands are approaching differentiation. In a category often driven by price offers and visual advertising, Wow! Momo is attempting to build credibility through proof rather than persuasion letting consumers, rather than copy, make the case.
With over 850 stores across more than 90 cities, the brand is using scale not just for distribution, but for storytelling. By turning a simple question how long do fries stay crispy into a participative, city-wide experience, it is aiming to spark conversation as much as consumption.
Because in the battle of the fries, it seems, the crunch may just be the loudest argument of all.
