MAM
upGrad names Sendy Filemon as Indonesia country head
MUMBAI: upGrad has brought on Sendy Filemon as its country head for Indonesia. The development comes close on the heels of Zubin Gandevia’s hiring as CEO for Asia Pacific in January 2021. Filemon’s appointment to specifically look after the Indonesian market is a follow through of the company’s commitment to the country’s edtech sector and puts into motion to grow in the Asia Pacific region. He will be based in Bali.
Filemon is a digital entrepreneur who has founded two fintech start-ups and is a lifelong learner. He is currently taking a law degree from a top Indonesian university, which due to current pandemic conditions, is forced to accelerate its online learning model. This personal experience has motivated him to join upGrad and help fellow Indonesians to upskill and stay competitive as they face a new digital world.
“The combination of economic growth, changes in the workforce requirements, and increasing priority towards education have brought different challenges for both job seekers and employers, including here in Indonesia,” remarked Sendy. “upGrad is committed to address those challenges through locally relevant courses and become the bridge between job seekers and employers. I am very thrilled to join upGrad and am excited to bring real impacts for Indonesians through accessible higher education, regardless of time and distance.”
upGrad co-founder & chairman Ronnie Screwvala added, “Thrilled to welcome Sendy Filemon, whose strong cultural intellect coupled with sharp entrepreneurial skills will help us strengthen our presence in the APAC. At upGrad, we highly value local talents around the globe. Therefore, we will co-create Indonesia’s customised programs by synergising with local industry experts, university partners, corporates, and course mentors from Indonesia.”
The company continues to foster partnerships with higher education institutions and experts around the globe. In Indonesia, upGrad is partnering with both public and private universities to hand in hand accelerating the growth of Indonesian talents.
upGrad CEO – Asia Pacific Zubin Gandevia stated, “The appointment of Sendy Filemon as Indonesia Country Head emphasises our commitment to support the Indonesian government's continued efforts in enhancing the quality of higher education. Sendy will lead our mission to leverage upGrad’s proven online model and world class technology and bring it to life with 100 per cent Indonesian flavour to equip learners for the jobs of today, accelerating the careers of tomorrow.”
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
