MAM
Shah Rukh Khan recommends Tide as ‘Asli SRK – Stain Removal King’
Mumbai: Tide has announced an iconic new partnership as it continues its history of delighting consumers with superior laundry solutions. The last decade has witnessed Tide’s commitment to innovation through a host of initiatives, including the launch of new wash care solutions like Tide Matic Liquid and Tide PODS. At the core of Tide’s promise is the dedication to irresistibly delight consumers. Recognizsng the significant shifts in consumer habits, from evolving wardrobes, food consumption habits, stain incidents to changing lifestyles, Tide is relentlessly focused on the consumer needs for upgraded laundry solutions. In response to these changes, the new and improved Tide, equipped with boosted magnets, is designed to effectively tackle deep-seated stains like tea, coffee, oils & gravy, ensuring an outstanding clean. This advanced formula not only removes tough stains but ensures your garments maintain a long-lasting freshness. Tide has been engineered with cleaning chemistry tailor-made for both hand wash and machine conditions, ensuring your garments are cared for with exceptional whiteness and freshness.
In this endeavor, Tide an iconic brand, has chosen to partner with another beloved Indian figure, Shah Rukh Khan, uniting in a joint commitment to delight fans and consumers. King Khan’s relentless pursuit of perfection and undeniable excellence serves as the cornerstone of Tide’s consumer promise. The new and improved Tide brings this shared commitment to life through a memorable new campaign.
At the heart of this transformative launch, lies a captivating partnership with the iconic Shah Rukh Khan! The superstar has joined Tide India, as a brand ambassador to endorse Tide as the ‘asli/real SRK – Stain Removal King’. Speaking on the partnership, King Khan said, “This collaboration with Tide is not just about endorsing a brand; it’s about a shared commitment to perfection, and the relentless pursuit of excellence. I am glad to have joined in this first of its kind partnership and recommend Tide as the ‘asli/real SRK’. Tide’s New and Improved performance and its ability to remove stains will delight consumers on their laundry needs”.
Sharing on his experiences in the shoot, Khan added: “I have seen Tide’s iconic ‘swoosh’ and the “Chaunk Gaye” many times. A reminder of the outstanding clean offered by the brand. It was fun to be a part of it and bring it to life in my own way. It’s not just an entertaining element but demonstrates Tide’s stain removal expertise.”
P&G India CMO and VP, fabric care Mukta Maheshwari spoke on this new partnership: “P&G, home to the world’s no 1* detergent brand, is committed to solving everyday consumer needs with superiority that drives brand preference. We’re delighted with the partnership with Shah Rukh Khan and his endorsement of the New and Improved Tide as the Stain Removal King. Tide, the world’s number one detergent brand, is focused on offering laundry solutions that delight consumers every day where it matters most. In this continued endeavor, we’re thrilled that Tide has upgraded to remove deep-seated stains and offer an outstanding clean on the toughest stains. We are delighted to have SRK recommend Tide as the ‘asli/real SRK – Stain Removal King’ to consumers and fans across the country.”
*Source Euromintor International, Home Care 2023 Ed, retail volume (Tonnes), 2022 data”
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
