MAM
Set Wet unveils new TVC #ApniHairStyleHiApniVibeHai
Mumbai: Set Wet, men’s grooming brand from the house of Marico, has launched a captivating new TVC that aims at putting hair styling at the forefront of the grooming ritual of young Indian men. With the campaign message #ApniHairstyleHiApniVibeHai, Set Wet emphasizes the significance of hair styling in creating a lasting first impression and setting the right vibe from the get-go.
Launched on 1 July 2023, the brand film ingeniously highlights how, in a world where first impressions matter, hairstyle plays a vital role in setting the right vibe. Set Wet’s film showcases a relatable scenario where a young man, in a rush on his first day of work, forgets his ID card. Faced with a sticky situation, he reaches into his bag and finds Set Wet Gel, leading to a brilliant idea. As he styles his hair using Set Wet Gel, his appearance is completely transformed, instilling him with a newfound confidence. Walking into his workplace with an undeniable vibe of self-assurance, the young man leaves everyone in awe. Through fun and wit, the film powerfully conveys the importance of hair styling and its direct influence on the impression one makes. The key takeaway from the ad film is to inspire the audience to start styling their hair because #ApniHairStyleHiApniVibeHai
Speaking about the new campaign, Marico Ltd. CMO Somasree Bose Awasthi said, “As a leader in the hair styling category, Set Wet has always led the hair styling conversations amongst the youth of India and adapted to the changing trends. The new campaign #ApniHairStyleHiApniVibeHai therefore speaks to the Gen Z consumer about the importance of hair styling as a key part of their grooming regime. Through the various legs of the campaign, Set Wet will continue to establish and emphasise this key message and actively engage with the target consumer through innovative marketing activations across touchpoints, where the consumer is already actively engaged.”
As part of a comprehensive 360-activation plan, Set Wet has begun its campaign roll out of a digital, print, and on-ground campaign to empower young men in setting their vibe.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
