MAM
Taproot’s ‘hike’ to keep close friends closer
Mumbai: In today’s inundated instant messaging market, it is important for companies to plan a strategy that allows them to connect with a wider audience in a targeted fashion. With this in mind, hike, a free cross-platform messaging app funded by Bharti SoftBank (BSB), has rolled out the second leg of its digital marketing initiative for India.
The company carried out a research and found that the advent of technology and easy access has ensured that the country of a youth populace is connected round the clock. Today, the youth is accessing internet more than ever before using a slew of devices – be it the mobile, PC or a tablet.
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The campaign is created by Taproot and consists of four ad films.
Tag lined ‘Keep Close Friend Close’, the comprehensive digital campaign is aimed at showcasing hike’s unique product features that will enable today’s technology savvy youth to enjoy a better connect with their peers.‘
The new ads showcase the dynamics of an individual with their close friend versus friends, and how hike helps them stay connected with their close friends. Taproot India chief creative officer and co-founder Santosh Padhi, says “Though we are not one of the first ones in India to bring this service, but we are very positive that, with the youthful brand positioning ‘Keep Close Friends Close’ and the quirky communication will make sure hike messenger becomes the top instant messenger amongst the youth.”
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On the campaign, BSB head of product and strategy Kavin Bharti Mittal says, “Going the digital way was a well thought out move, as we believe the youth are online throughout the day, making it an ideal place for us to start. This is a far cry from the days, when people would use a single device to log in only when they needed to send an email or look for some information online. Keeping in mind the trend, digital becomes the best platform of communicating with them youth. Moreover, to create a niche for itself in the cluttered and the competitive instant messaging market, digital will be one of the most sought-after trends.”
He adds, “The youth today is very smart and liberal – our ads are made keeping that in mind. From a messaging perspective, our strategy is very distinct from what anyone in the competitive landscape has done.”
Brands
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
