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.”
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
