MAM
Smirnoff relaunches with new logo, ad campaign
CONNECTICUT: Premium drinks company Diageo has announced the relaunch of one of its most recognisable icons Smirnoff. Later this year the vodka brand Smirnoff, flavoured vodka drink Smirnoff Twist, Smirnoff Ice and Smirnoff Ice Triple Black will surface with a bold new look.
An official release informs that Smirnoff will unveil an advertising and public relations campaigns focused on communicating the quality and strength of the brand to consumers. The campaign will kick off first in the US.
The new look reiterates the high quality of this historic vodka. The old red packaging and logo convey the premium attributes of the brand to adult consumers. Today’s consumers are increasingly interested in products that communicate both ‘style’ and ‘quality’. The new look is targetted at a slick and hip set of adults.
The advertising campaign Neat will be launched next October. The centerpiece of the campaign is the new sleek bottle accompanied by an olive, a twist or a shot glass, conveying the message to consumers that this premium spirit can be enjoyed by itself — neat. The television and print campaign will be seen across the US.
In addition to the Neat campaign, the first stage of the global initiative will be heavily promoted in the US through integrated marketing efforts. Such tactics will include on- and off- premise promotions, extensive public relations activities, and various non-traditional marketing tactics. All of these are aimed at effectively communicating the premium quality of the Smirnoff trademark the release adds.
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.
