MAM
TBWAIndia bags Fa deodorant’s creative biz
MUMBAI: TBWAIndia is expanding its role at Jyothy Laboratories. The agency will also be handling the creative duties of the Fa deodorant brand.
TBWAIndia already works with Jyothy Laboratories as a communications partner for its brand of dishwashing agents, Pril.
The new account will be handled by the agency’s Mumbai office.
“This move is an expression of our appreciation for the commitment that TBWA has displayed on brand Pril,” says Jyothy Laboratories general manager of marketing services K Raghavendra.
The category of deodorants is crowded with several established brands jostling for consumer attention.
Says TBWAIndia MD Nirmalya Sen, “It is even more heartening when existing clients reaffirm their faith in the agency in the form of new brands. We are elated to get this opportunity to help create in India, one of the world’s best-known brands of body care, Fa. The deodorants category is steeped in conventions and we look forward to the challenge of bringing disruptive thinking and work to the table.”
MAM
Nikita Kandhari expands role at Prime Video India
Senior leader now heads content marketing for hindi slate while retaining principal position.
MUMBAI: Nikita Kandhari just levelled up her Prime Video game because when you’re already scripting hits, the next move is to own the whole Hindi storyline. Nikita Kandhari has taken on an expanded leadership role at Prime Video & Amazon MGM Studios, now heading content marketing for the Hindi slate covering original series, movies, and licensed titles while continuing as principal for content marketing.
Announcing the move on LinkedIn, Kandhari wrote, “I’m excited to share that I’m stepping into an expanded role, leading content marketing for the Hindi slate… The past year has been an intense period of learning across building new IPs, shaping campaigns, and working more closely than ever with cross-functional teams. I’m grateful for the trust, mentorship, and collaboration that made that growth possible.”
In her broader mandate, Kandhari will shape integrated, audience-first marketing strategies for Prime Video’s growing Hindi content portfolio, aiming to deepen engagement with India’s booming streaming viewers through thoughtful, culturally attuned campaigns.
Kandhari brings nearly two decades of experience across media, FMCG, and advertising. Before Amazon, she held key roles at Netflix, Hotstar, Unilever, Ogilvy & Mather, and began her career in 2008 as a Research Analyst at The Nielsen Company. She holds an MBA in Marketing and Strategy/Leadership from the Indian School of Business.
Her expanded remit arrives as Prime Video and Amazon MGM Studios continue to scale their Hindi originals and licensed offerings in one of the world’s most competitive and fast-growing streaming markets. For a platform betting big on regional storytelling, placing someone with Kandhari’s blend of strategic depth, creative campaign experience, and cross-industry insight at the helm feels like the perfect plot twist to keep viewers hooked.
