MAM
Bakingo proves small wins are the icing on the cake
Never Stop Wishing’ film celebrates everyday moments over grand milestones.
MUMBAI: Not every victory needs fireworks. Sometimes, it just needs frosting. Bakingo has rolled out its latest brand film under the ongoing ‘Never Stop Wishing’ philosophy, shifting the spotlight from life’s loud milestones to the quieter, deeply personal moments that often go unnoticed.
At the heart of the campaign lies a simple, relatable insight: women are often particular about how they look in photographs, turning seemingly ordinary snapshots into emotionally charged moments. The film begins with a flicker of self-doubt and subtle tension, only to gently pivot into reassurance and connection. What appears to be a potential moment of awkwardness evolves into a small but powerful personal win.
In doing so, Bakingo reframes what celebration truly means. The brand argues that not all victories come with applause. Some arrive quietly, when stress melts into relief and doubt transforms into confidence. Those moments, it suggests, are just as worthy of celebration as birthdays and anniversaries.
The narrative leans into emotional nuance rather than spectacle. Instead of grand declarations, the film captures subtle shifts in expression and mood, underlining the idea that joy often hides in the everyday. The message is clear: do not wait for a big occasion to cut a cake. Celebrate the unexpected breakthrough.
Bakingo co-founder Himanshu Chawla said the film aims to honour moments that rarely make it to the highlight reel. He noted that not every win is loud, but every win matters, and that everyday breakthroughs deserve to be cherished, preferably with a sweet indulgence.
With this campaign, Bakingo continues to position its range of cakes and desserts as companions to spontaneous milestones, not just pre-planned events. The brand is deepening its emotional storytelling playbook, moving beyond transactional gifting into the territory of shared reassurance and personal affirmation.
The ad film is live across digital platforms, with another instalment under the ‘Never Stop Wishing’ campaign expected soon.
Because sometimes, the sweetest celebrations are the ones you never saw coming.
Brands
UltraTech Cement appoints Jayant Dua as managing director
Dua will succeed K. C. Jhanwar after his term ends in December 2026
MUMBAI: UltraTech Cement, the flagship cement arm of the Aditya Birla Group, has elevated Jayant Dua as managing director, effective 1 April, 2026.
The company’s board also approved his appointment as additional director, managing director and key managerial personnel, effective 1 January, 2027, following the completion of the current managing director K C Jhanwar’s term on 31 December, 2026, according to a regulatory filing.
Dua will serve as managing director for a four-year term from 1 January, 2027 to 31 December, 2030.
A veteran executive with more than 37 years of professional experience, Dua joined the Aditya Birla Group’s cement business in 1996 and spent nearly a decade in various functional and leadership roles.
Over the past two decades, he has held several profit-and-loss and chief executive responsibilities across multiple group businesses, including insulators, insurance, Century Cement and the chlor-alkali segment. In 2023, he was elevated to lead the group’s renewables and textiles businesses.
Within the group, Dua has received several internal honours, including the chairman’s individual award for exceptional contribution in 2002, the outstanding leader award in 2009 and the leader of leaders recognition in 2022.
He holds an engineering degree from Indian Institute of Technology Delhi, an MBA from International Management Institute and has completed the advanced management programme at Harvard Business School.
