Brands
VIP Industries bags Orient Electric’s former boss as new chief executive
MUMBAI: VIP Industries, India’s largest luggage manufacturer, has appointed Atul Jain as its new chief executive and managing director. Jain previously transformed Orient Electric, where he delivered 60 per cent revenue growth and a 2.5-fold increase in market capitalisation during his six-year tenure.
The executive brings a formidable pedigree in digital transformation and sustainability. At Orient Electric, a CK Birla Group company, he strengthened sales and product teams whilst launching premium offerings and investing in brand-building. His efforts yielded a 400 basis points improvement in margins between 2017 and 2023.
Before Orient Electric, Jain spent six years at Samsung Electronics, rising to global senior director for home appliances with oversight of 20 emerging markets. He also served as country head for consumer electronics in India, where he grew the durables business at double the industry rate.
His career spans blue-chip companies including a stint as chief operating officer at Chinese technology firm LeEco. Earlier roles included chief marketing officer at Bharti Airtel and brand manager at Coca-Cola.
Jain has been an active angel investor since 2016, backing startups in consumer goods, education technology and sustainability. He also served as chairman of the Indian Fan Manufacturers’ Association from 2019 to 2021.
VIP Industries, known for its Skybags and Aristocrat brands, has been seeking to revitalise its business as travel demand rebounds post-pandemic. The company’s shares have gained 12 per cent this year but remain below pre-Covid levels.
Brands
Thums Up backs Battleground S2 as Priyanka, Rahul join mentors
Amazon MX Player show returns with new faces and high-energy brand push
MUMBAI: Thums Up has come on board as the presenting partner for Battleground Season 2, as Rusk Media gears up to bring back its high-energy reality format on Amazon MX Player this April.
The new season introduces fresh mentors, with Priyanka Chahar Choudhary and Rahul Chaudhary joining returning face Abhishek Malhan. Leading the charge once again is Shikhar Dhawan as super mentor, adding star power and continuity to the format.
Positioned as a fitness-driven reality show, Battleground S2 blends strength, endurance and strategy, with teams such as Delhi Dominators, Mumbai Strikers and Telugu Tigers competing across physically and mentally demanding challenges. The format is designed for mobile-first audiences, extending beyond episodes into social media, creator collaborations and community engagement.
The addition of Thums Up as presenting partner underscores the show’s growing appeal among advertisers looking to tap into youth and mass audiences. The brand integration is built into the narrative, allowing it to move beyond traditional ad placements and become part of the viewing experience.
Speaking about the new season, Rusk Media co-founder and CEO Mayank Yadav said, “Battleground has grown into one of our most exciting IPs because of its ability to connect with audiences at scale while staying deeply rooted in culture. With Season 2, we’re expanding that vision further by building it as a Bharat-first premium property that reflects diverse voices from across the country.”
On the brand integration approach, Rusk Media head of ads Rahul Arora said, “Battleground S2 is designed as a high-impact advertising environment where brands can go beyond visibility and become part of the story. The scale of the IP, combined with daily engagement and strong regional connect, allows us to offer partners meaningful integrations across formats.”
Sharing her experience, Priyanka Chahar Choudhary said she is excited to lead the Mumbai Strikers, highlighting the competitive spirit and emotional connect of the format. Rahul Chaudhary added that the show’s focus on discipline and teamwork aligns closely with his sporting philosophy.
With a stronger mentor line-up, deeper brand partnerships and an expanded digital footprint, Battleground Season 2 is shaping up to be more than just a show. It is positioning itself as a full-fledged content ecosystem where entertainment, community and commerce come together.
