MAM
Taproot Dentsu wins creative mandate for Biba
MUMBAI: Taproot Dentsu has been awarded the creative duties for the Indian ethnic brand, BIBA. The account was won by the dentsuMB company and creative agency from the house of dentsu India following a multi-agency pitch, and will be serviced from the agency’s Gurgaon office.
As per the mandate, Taproot Dentsu will create campaigns for BIBA’s ‘2022 spring-summer collection’. The focus will be on the brand’s perspective on today’s woman and its commitment to providing her ample choice in terms of outfits, irrespective of the occasion.
Speaking of the association, BIBA managing director Siddharath Bindra said, “We are excited to partner with Taproot Dentsu as our creative partner for BIBA. They bring to the table a good mix of understanding the category and interesting creative outputs for the same. We look forward to our partnership and creating some great campaigns together.”
“Biba is a well-established brand that every woman has seen, heard of, and at some point, shopped from,” added Taproot Dentsu Gurgaon executive vice president & head of office Abhinav Kaushik. “To work with such a well-entrenched brand in giving it a contemporary voice that will connect with the woman of today is both exciting and challenging. We are working closely with the Biba team for their upcoming collections and are gearing up to create a fantastic campaign for 2022.”
BIBA has recently launched a variety of styles such as workwear, occasion wear, fusion, mix & match, to name a few. Apart from this, the brand has also launched a line of clothing called ‘BIBA Girls’ for young girls aged 2-15.
Taproot Dentsu national creative director Titus Upputuru commented, “Fashion is such an exciting segment! In my college days, I remember creating designs for a few women’s Indian wear design boutiques in Delhi. When we got a chance to work on Biba, a homegrown Indian brand, my mind went straight to my college days. Working on the new direction of the brand and checking out the new collections was so fascinating. The colours, the fabrics, the cuts are all very exciting and we are excited to create stunning new campaigns for the brand!”
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.
