Brands
Tupperware agency Pulp Strategy milks AIB post
MUMBAI: In today’s age of cutthroat competition, it is beyond a shadow of doubt that opportunities have become very scarce. However, if you keep your eyes on your target and ear on the ground, you can make wonders happen, and that’s precisely what Pulp Strategy a multi-award winning full-service marketing agency did.
Recently content creator All India Bakchod (AIB) had a post on Instagram which created a buzz. AIB asks its followers a random question under #AIBJagraata. This time, the question was “What’s that one thing in your house that your mother loves more than you?”
The replies naturally included Tupperware given the strong market positioning of the kitchen accessory brand. But, Tupperware India (with its end-to-end marketing managed by Pulp Strategy) left no stone unturned to tap into this now-prevailing opportunity. The agency’s social media listening team proactively participated in the ongoing discussion and further amplified the overall engagement by taking it off to its own Facebook, Twitter, and Instagram handles.
Pulp Strategy founder and managing director Ambika Sharma said, “At Pulp Strategy, we do not merely create opportunities, but also ensure that we tap into every single one that surfaces anytime, anywhere. This all-embracive approach is what has helped us in staying ahead of the curve always. I’m proud that the team at Pulp Strategy has yet again upheld that culture.”
Within 24 hours, Tupperware India reached out to more than 25,000 people on Facebook and 1,686 people on Instagram, and all of that, without spending a single penny. The whole activity also caught the attention of Tanmay Bhat, the co-founder of AIB, who retweeted the Tupperware India post.
This year, the marketing agency had also conceptualised and executed the #PressForConfidence campaign for Tupperware around International Women’s Day. The innovative campaign effectively used Facebook’s newly-released ‘press and hold’ feature to create an interactive content series and received massive participation on the social media platform.
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
