MAM
VivaConnect appoints Bharatesh Salian as Chief Strategy Officer
MUMBAI: The voice & missed call company, VivaConnect, has appointed Bharatesh Salian as the chief strategy officer. He will define and execute strategic initiatives for brands, media houses and agencies to deliver a unified-interactive experience across all screens and touchpoints.
Salian comes with a strong technology background and in-depth understanding of brands and consumer behaviour. He brings on board, 14 years of experience in mobile, digital and social media marketing space. Prior to joining VivaConnect, he was with Mogae Media Group as strategic planning & business development director. His former stint as a general manager- digital and mobility services at Omnicom Media Group owned OMD and PHD, had him heading the mobile strategy and project implementation for large FMCG’s like Hindustan Unilever Limited, Johnson & Johnson.
With his strong conviction about mobile offering the highest reach, he executed campaigns for notable brands using Telecom Platform on a 10-digit mobile number (Long Code). Other major projects include introduction of “Web Click to Call” concept in a Brand Campaign for Pepsi in 2009 and Missed Call Activity in a Brand Activation for Tide Plus.
He has been a recipient of ‘Innovative Leader Award’ at Indira International Innovation Summit, January 2013.
Speaking on the appointment, managing director Vikram Raichura said, “I am delighted to welcome Bharatesh to the team VivaConnect. With his treasure-box of experience across brands and agencies, I am confident that it will further enable us to deliver greater value to our clients apart from giving them a competitive advantage. I wish him all the luck for his career-journey with VivaConnect.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
