MAM
Creativefuel launches Subtle Company for LinkedIn marketing push
New vertical targets organic storytelling and credibility on LinkedIn
MUMBAI: Creativefuel has launched Subtle Company, a new vertical dedicated to platform-specific marketing on LinkedIn, as it sharpens its focus on specialised digital strategies.
The move comes on the back of growing client demand for communication that feels more organic and credibility-led on LinkedIn, rather than overtly promotional. With Subtle Company, Creativefuel is leaning into what brands are increasingly asking for, marketing that blends in before it stands out.
The vertical will focus on LinkedIn-native offerings such as thought leadership, founder and leadership branding, company page management and long-term narrative building. The idea is to help brands show up consistently through storytelling that feels natural to the platform’s professional tone.
The name and tagline, “Marketing that Feels Organic”, reflect this approach, signalling a shift from campaign-heavy tactics to quieter, more integrated brand building.
This launch builds on Creativefuel’s broader platform-first strategy. After introducing Onemotion for Reddit, the company is now applying a similar lens to LinkedIn, recognising that each platform demands its own playbook.
Creativefuel founder and CEO Tushar Sukhramani said, “Every platform today requires specialised thinking. LinkedIn is not a space where brands want to be loud, they want to be relevant and credible. Subtle Company is built around that exact need of marketing that feels organic and not forced.”
Creativefuel co-founder Nikhil said, “LinkedIn is a platform where brands don’t want to be loud, they want to be relevant and credible. What we’ve consistently seen is that clients want communication that feels organic and subtle, not forced. Subtle Company is built around that exact need, creating marketing that integrates into the platform rather than interrupting it.”
With Subtle Company, Creativefuel is betting on a quieter kind of marketing, one that speaks softly but aims to leave a lasting impression.
Brands
Sanjay Khanna named chairman and MD of Bharat Petroleum
Sanjay Khanna takes the top job at Bharat Petroleum, ending a year-long leadership vacuum at the country’s second-largest state-owned fuel retailer
MUMBAI: India’s government has finally filled the corner office at Bharat Petroleum Corporation Ltd (BPCL), handing the chairman and managing director’s role to Khanna, a refinery veteran who had been minding the shop in an acting capacity for nearly a year.
Khanna, who was director (refineries) at BPCL before his elevation, stepped into the breach after G Krishnakumar walked out the door on superannuation on April 30, 2025, leaving the company rudderless at the top. The wait is now over. His formal appointment, conveyed by the ministry of petroleum and natural gas, took effect on April 9, 2026, and runs until his own superannuation on May 31, 2029, or until further orders, whichever is earlier, BPCL said in a stock exchange filing.
The pick is hardly a surprise. Khanna was among candidates interviewed by the Public Enterprise Selection Board as far back as February 1, 2025, in the search for a Krishnakumar replacement. He spent his career inside BPCL’s machinery, heading its Kochi and Mumbai refineries before being appointed director (refineries) on February 22, 2022. A chemical engineering graduate from the National Institute of Technology, Tiruchirappalli, he also holds a postgraduate degree in finance management from the University of Mumbai.
For BPCL, India’s second-largest state-owned fuel retailer, the appointment draws a line under months of drift at the top. Khanna now has three years to prove the wait was worth it.
