Brands
Shaadi.com stirs up Lucknow with giant kadhai ad
MUMBAI: Who knew a humble kitchen kadhai could cook up such a storm? Shaadi.com’s latest outdoor campaign in Lucknow has done just that, turning a beloved North Indian superstition into a citywide spectacle.
Partnering with Moms, the outdoor specialist from Madison World, the matchmaking platform unveiled a giant kadhai installation that instantly caught eyes and sparked conversations both on the streets and online. The campaign draws from the cheeky local saying, “Kadhai se kha liye? Shaadi mein baarish pakki!,” a superstition as familiar as it is funny.
By turning that everyday phrase into a playful visual, the campaign struck a chord with audiences who couldn’t resist stopping for selfies, laughs, and a touch of nostalgia. It was a perfect recipe for virality, a mix of wit, warmth and cultural flair.
“With this campaign, we wanted to showcase Shaadi.com’s relatable, light-hearted side in a way that truly connects with regional culture,” said Moms chief executive officer Jayesh Yagnik. “The kadhai idea taps into a shared superstition and turns it into a moment of joy and connection.”
Shaadi.com brand manager – creative and social Johanna Israni added, “Some of the best ideas come from simple memories. Sneaking a bite from the kadhai is a universal moment, and we just blew it up, literally, to bring a smile to everyone’s face.”
Conceptualised by Shaadi.com’s in-house creative team and executed with Moms, the campaign was further amplified digitally by Pulpkey. The result? A light-hearted outdoor activation that served equal parts nostalgia and novelty, proving that in advertising, sometimes all it takes is a good story, a great laugh, and one oversized kadhai.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
