MAM
Warrior’s campaign #KeepTheJoshHigh goes viral
MUMBAI: Leading safety shoe brand Warrior from the house of liberty has successfully garnered ten million views on Facebook and Instagram for its campaign titled #KeepTheJoshHigh. The campaign showcases a series of videos and creative aiming to create awareness and educating the audience on identifying a real Warrior Jungle boot.
Warrior as a brand has been supplying boots to our forces from the past 20 years. The whole idea of the campaign was to strengthen their market position and to increase brand awareness among the target audience. The entire campaign consists of five videos and supporting creative which are educative, multilingual and provide information on how to differentiate between a fake and a real Jungle Boot. The main video centered on army garnered more than five million views and when combined with other videos the views in total touched over ten million.
As the campaign went viral, Liberty Group CEO Adesh Gupta said, “We are proudly serving our forces from the past 20 years. The idea of the campaign was to highlight their sacrifices to the nation and also to educate the target audience on identifying original Jungle Boots offered by Warrior. I am happy to see the success of the campaign and look forward for more.”
The campaign was conceptualized and created by Olive e-business, a Delhi based digital agency. The director Dipin Kapur said “Client provided a very specific brief about targeting a certain audience group. We ideated a series of videos to build connect and reached the target audience set via geo-targeting and bi-lingual approach to reap the maximum benefit of the campaign. The videos are very energetic and leave a powerful impact on its audience. We are happy to see the success of the campaign across social media channels and hope to roll out more of such impactful content in the near future.
https://www.facebook.com/warriorsafetyshoes/videos/687817901677993/
https://www.facebook.com/warriorsafetyshoes/videos/667207977092488/
MAM
Indigo appoints Aloke Singh as Chief Strategy Officer
Air India Express MD joins to steer global growth and operational efficiency.
MUMBAI: Indigo just recruited its next big strategist from the rival camp because when you’re chasing the skies, sometimes the best way to fly higher is to borrow the pilot who already knows the route. InterGlobe Aviation, parent company of IndiGo, announced on 23 March 2026 that its board has approved the appointment of Aloke Singh as Chief Strategy Officer. Singh, who most recently served as managing director and CEO of Air India Express, will lead enterprise-wide strategic planning, operational efficiency initiatives and the airline’s aggressive push into international routes.
Reporting initially to managing director Rahul Bhatia and later to Indigo’s incoming CEO Singh brings over three decades of experience across strategy, operations and commercial functions in aviation. At Air India Express he drove network expansion and performance turnaround, earlier roles at Air India and Oman Air sharpened his focus on long-term planning.
“Aloke brings an exceptional blend of strategic vision and operational depth,” Bhatia said. “His experience will be critical as Indigo seeks to build a more agile, resilient and future-ready organisation.”
The appointment arrives at a pivotal moment. Indigo, India’s dominant domestic carrier, has faced intense scrutiny after operational disruptions in December 2025 thousands of cancelled and delayed flights due to crew scheduling misalignments with new pilot fatigue norms triggering fines, passenger chaos and regulatory heat. Former CEO Pieter Elbers resigned in March 2026 citing personal reasons, though his exit followed sustained pressure from those setbacks and rising costs.
Singh described joining Indigo as “a pivotal moment” for both the airline and Indian aviation, as the carrier accelerates beyond its domestic stronghold into a more competitive global arena.
In an industry where turbulence is measured in both altitude and headlines, Indigo isn’t just hiring a strategist, it’s recruiting a steady hand to navigate from domestic dominance to international takeoff, one calculated flight plan at a time.
