Brands
Vidya Kailasam Hangal steps up to director, category planning and activation at Mondelēz International
CHICAGO: Mondelēz International has elevated Vidya Kailasam Hangal to director, category planning and activation (head, customer marketing), handing her a wider mandate at a time when the FMCG major is doubling down on data-led growth and sharper in-market execution.
With close to two decades of experience across Mondelēz, Britannia and Coca-Cola, Hangal brings a rare blend of large P&L leadership, brand-building muscle and digital transformation expertise. She has managed businesses exceeding $350m, built enduring equity for marquee brands such as Milk Bikis, Brand Coke, Diet Coke, Choclairs and Halls, and led frontline sales teams of more than 100 people.
In her expanded role, Hangal will steer customer and shopper marketing across channels, including general trade, modern trade, e-commerce and away-from-home, overseeing channel programme design, trade architecture, trade spend management and demand planning. She also retains independent responsibility for revenue delivery across the away-from-home and government channels.
Previously, she led Mondelēz India’s organised trade and e-commerce business. Before that, she drove the company’s consumer data and digital transformation agenda, building owned media platforms, first-party data capabilities and martech stacks at scale.
The message from Mondelēz is clear. As consumption fragments and channels collide, execution at the shelf and on the screen matters more than ever. With Hangal at the helm of customer marketing, the company is betting on precision, pace and performance.
Brands
Akoirah rolls out Diamond Draw campaign across cities for Akshaya Tritiya
Festive offer blends discounts with prize draws to boost jewellery shopping buzz
MUMBAI: Akoirah has launched a festive ‘Diamond Draw’ campaign across Mumbai, Navi Mumbai and Pune, aiming to add a dash of excitement to jewellery shopping ahead of Akshaya Tritiya.
Running from April 6 to 19, the limited-period initiative offers customers a chance to win diamond jewellery worth Rs 1.5 lakh with every eligible purchase. Winners will be announced in-store, with one winner selected per outlet, turning a traditional shopping ritual into a more interactive experience.
Alongside the draw, the brand is also offering a flat 20 per cent discount on diamond value during the campaign period, positioning the offer as both celebratory and value-driven.
The move reflects a broader shift in festive retail strategies, where brands are looking beyond straightforward discounts to create more engaging, experience-led campaigns. By linking each purchase to a unique entry in a store-specific draw, the campaign aims to keep participation simple while ensuring fairness across locations.
Speaking on the initiative, Akoirah founder Namita Kothari said the idea was to make festive buying more meaningful and rewarding. She noted that while Akshaya Tritiya remains deeply rooted in tradition, customers today are increasingly seeking memorable shopping experiences alongside value.
The campaign also taps into evolving consumer preferences, with buyers leaning towards lighter, design-led jewellery rather than purely weight-based purchases. This shift has encouraged brands to combine product appeal with experiential elements to drive footfall and engagement.
Backed by digital promotions and in-store activations, the Diamond Draw campaign is expected to build momentum during the festive window. As competition intensifies around key buying occasions, initiatives like these underline how jewellery brands are reimagining the retail experience to keep customers coming back for more than just the sparkle.
