MAM
Vinayak Upadhyay jumps from mainline to Digital Law & Kenneth
MUMBAI: After a five-year stint with mainline Law and Kenneth as senior creative director, Vinayak Upadhyay has moved to Digital Law & Kenneth and will take on the mantle of chief creative officer there. He will report to Digital Law & Kenneth CEO and managing partner Anil K Nair.
Prior to joining Law & Kenneth, Upadhyay has worked with agencies like Nexus Equity, Lowe, Quadrant, Metaphor (Triton Group) DDB Mudra in India and the Apac region and handled brands like TOI, NDTV 24X7, Pidilite, Amul, Bajaj Auto, TVS Tyres, New Zealand Dairies, Levers, HSBC, The Oberoi Hotel, Jet Airways, Amul, Mercedes Benz, Subaru, Renault, Walls, Fedex, ITC Essenza di Wills, Godrej Hair Dye, Bombay Dyeing, Parle, Anchor, Pidilite, GVK, Kent, Dunkin Donuts, McDonalds, Pizza Hut, J&J, Philips, Nokia, WTF!, The Big Nasty and Idea.
His mandate at Digital Law & Kenneth will be to create ideas that people want to spend time with, those that will draw people in to a relationship with the brand, help transform lives, ideas that excite people enough to log on to the website, follow the coverage on TV or Radio, track the brand on Facebook and follow it on Twitter.
Upadhyay said, “I believe we are entering a new, exciting era where communication is swiftly becoming osmotic. Leaving behind the limiting shackles of time and space, of the 30 seconder and the100cc. To me brand engagement today, in the online and offline space, is much like a two player sport, like Tennis for example. There is a constant rally of ‘live’ communication and reaction being exchanged in real time. You’ll see this approach adopted by the most successful brands which are working hard at distinguishing themselves in the hearts and minds of their customers. All this is to create a memorable experience which is one reason why Brands are moving away from saying to doing across touch points. For which, we believe, the world is our canvas.”
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
