MAM
Ujala appoints Cut the Crap as creative agency
MUMBAI; Jyothy Laboratories has appointed Cut The Crap as the creative agency for its liquid fabric whitener brand Ujala.
The agency has won the account following a multi-agency pitch that took place a month ago.
The incumbent agency on the account is Situations Advertising that has been handling the creative duties of the brand since over a decade.
Cut The Crap founder Jagdish Acharya told Indiantelevision.com, “Yes, we have won the account. Ujala is an iconic brand and the challenge for us is to take it further. We had given a presentation on the same following which we bagged the account.”
The agency has earlier worked for Livon, a Paras Pharmaceutical product, when its CEO was S Raghunandan who is the current CEO of Jyothi Labs. The agency feels that the success of Livon‘s campaign helped them participate in the pitch.
The agency has already commenced work on the campaign. It is estimated that the company would spend around Rs 250 million on advertising of brand Ujala.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
