Brands
Seagram’s Xclamat!on pulls the plug on ‘!’ to spark youth buzz
MUMBAI: Seagram’s Xclamat!on Mixers, Pernod Ricard India’s newest foray into the mixers market, has announced its arrival with a mischievous social-media stunt aimed squarely at urban youth.
In a tie-up with keyboard app Bobble AI, which claims 75 million monthly active users, the brand temporarily removed the exclamation mark from users’ mobile keyboards for a day. Morning greetings and casual texts suddenly felt oddly flat, prompting confusion, jokes and a flood of online commentary on what life without “!” might look like.
The punctuation blackout rippled quickly across social media, with influencers including Kusha Kapila, Rahul Dua, Srishti Dixit, Tanmay Singh (Scout) and Mohak Narang amplifying the joke through posts on the missing mark. The hashtag #AddXclamat!onToLife climbed to the number one trending topic on X in India during the campaign.
Two days later, the brand restored the exclamation mark to announce the official launch of Seagram’s Xclamat!on Mixers, positioning the symbol as shorthand for energy, emotion and self-expression.
Pernod Ricard India CMO Debasree Dasgupta, said the idea captured the brand’s core philosophy. “There’s a difference between saying hello and saying hello! Taking the ‘!’ away makes you feel what’s missing, which is exactly what Xclamat!on stands for.”
Ogilvy North president Prakash Nair, said the insight was simple: remove the exclamation mark and every message loses its punch. “That tiny mark carries a world of emotion.”
WPP Media South Asia president Ajay Gupte, called the campaign a cultural moment that delivered scale and excitement beyond conventional launch advertising.
Bobble AI CEO Ankit Prasad said the collaboration showcased how technology could be used creatively to bring a brand story to life, while Renee Mitra, executive vp at Blink, said the brand’s active participation in online conversation helped it connect organically with younger audiences.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
