Brands
Voltas Beko turns factory into immersive ‘Factory of Happiness’
Brand invites creators inside to build deeper, experience-led engagement
MUMBAI: Voltas Beko is stepping beyond traditional marketing playbooks, turning its manufacturing unit into an immersive brand experience with its ‘Factory of Happiness’ initiative.
At a time when attention spans are shrinking, the brand is betting on participation over promotion. Instead of a typical campaign, it invited a curated set of creators, including Kamya Jani, along with tech influencers, Gen Z voices and trade partners, to its Sanand facility in Ahmedabad for a behind-the-scenes look at how its products come to life.
The factory was reimagined as an interactive space, offering visitors a closer view of the people, processes and decisions shaping the brand. The focus was less on product display and more on how design and engineering contribute to everyday comfort and convenience.
Originally rooted as an internal philosophy, ‘Factory of Happiness’ has now evolved into a broader platform that reflects the brand’s emphasis on care, consistency and long-term thinking. The initiative was conceptualised and executed with Barcode Entertainment, which brought its creator-first storytelling approach to the on-ground experience.
“At a time when the world is increasingly dealing with loneliness, anxiety, and emotional fatigue, the idea of happiness has never been more relevant,” said Barcode Entertainment director, growth Ajay Kulkarni. “What stood out for us with Voltas Beko was that this wasn’t a manufactured campaign, but an authentic internal belief. ‘Factory of Happiness’ gave us the opportunity to shape that philosophy into something people could truly experience.”
Adding to this, Barcode Entertainment group head, influencer marketing Sonia Nahar said, “Influencer marketing today is shifting from storytelling to story living. For us, this was about making people feel the brand, not just see it. When creators are part of the experience, their storytelling becomes more honest and relatable.”
Looking ahead, Voltas Beko plans to extend the idea beyond the factory floor. The company will roll out ‘Happiness Corners’ at select retail outlets and introduce ‘Happiness Ambassadors’ across its service network to enhance customer interactions. The campaign also includes in-store kiosks, interactive demos and a sustainability initiative called Plant Parents, where saplings are planted in the names of employees’ children.
By opening its doors and inviting consumers in, Voltas Beko is showing that in a crowded market, experience may well be the new advertisement.
Brands
Madhu Soman joins Crestoria Global advisory board role
Former WION, Zee Business executive pivots to mentorship platform
MUMBAI: Madhu Soman, former chief business officer at WION and Zee Business, has joined the board of advisors at Crestoria Global, marking a shift from newsroom leadership to mentorship and education.
Soman, who brings close to three decades of experience across journalism and media management, said the move reflects a growing focus on shaping the next generation through guidance and real-world insight. His career spans leadership roles at organisations including Bloomberg, Thomson Reuters and Reuters, covering markets from India to Asia-Pacific.
“Across 28 years in the news business, one idea kept resurfacing as a meaningful off-ramp, teaching, mentorship, and helping shape the next generation,” said Soman. “Crestoria sits right at that intersection.”
Crestoria Global, which positions itself as a long-term education and career advisory platform, focuses on helping students navigate global opportunities through structured guidance, research-led insights and personalised mentorship. The company said its approach goes beyond university admissions to focus on long-term career positioning.
Soman added that the platform’s philosophy of designing success with intent, rather than leaving it to chance, resonated with his own outlook on impact and influence.
The advisory board brings together professionals from diverse fields, including academia, media and corporate leadership, aimed at offering students a broader perspective on career pathways in an increasingly complex global landscape.
As he steps into this new role, Soman’s move signals a wider trend of seasoned industry leaders turning towards mentorship, where experience is not just shared, but scaled for the next generation.
