MAM
Triton to launch Rs 20 mn festive campaign for Jeet spices
NEW DELHI: Aar Aar Fragrances is set to launch a new advertising campaign worth Rs 20 million for its Jeet Masale (spices) for Diwali. For the brand, which was launched in April this year, Triton Communications, Delhi, has created seven television commercials (TVC) recently.
The new campaign will focus on establishing Jeet’s presence in a versatile range of culinary offerings comprising paav bhaji masala, sambhar masala, hazma hajam, tadka mirch, channa masala, meat masala, chicken masala apart from the regular fare of garam masala, haldi (turmeric), dhania (coriander seed) and so on.
On the treatment of the campaign, Vivek Srivastava, executive director of Triton says, “There is a delightful dose of humour as the Jeet family tries to ward off the pesky neigbours who come to disturb their fun with meals. To add punch to the authentic flavour aspect, the branding has been embellished with a vernacular touch too. Hence, the paav bhaji masala is called Bambaiya paav bhaji and sambhar masala is called sambhar dakhini and so on.”
Srivastava says, “Apart from DD, the campaign will be on air on news and general entertainment channels such as Sony and Zee. 90 per cent of the spend would be on television.”
Aar Aar Fragrances had spent Rs 15 million, mainly on television-oriented advertising campaign earlier this year.
“Targeting women in SEC A and B, the position of the brand was driven by a desire in every woman’s heart to be a winner at culinary tasks. Jeet Masale are her allies in making her a winner every day,” says Triton’s executive creative director Aatanu Chakraborty. The media strategy included DD, DD Metro apart from cable and satellite channels.
The company has been working on its expansion plans for a nationwide presence. Initially launched with a North-centric distribution, Aar Aar Fragrances has also forayed into the western region and is also strengthening its operations in the southern market. The other players in the same segment include MDH, Everest, Catch and Ashok. Triton had won Jeet spices account in January this year.
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.
