Mumbai: Strategic design agency bluemarlin is expanding its integrated global team with the appointment of AshwiniPable as Mettle Consultant Director.
A brand thinker and innovation catalyst, Ashwini joins with over 14 years of marketing experience across an array of FMCG and lifestyle categories. Based in Mumbai, she will be responsible for strengthening bluemarlin’s position in the Indian market by securing strategic brand and innovation projects around Mettle thinking, integrated creativity and channel activation.
A recognised Business Leader and an Entrepreneur in her own right, Ashwini was previously Head of Innovation for Hair and Skin Care categories at Marico India Ltd, a major consumer goods company that specialises in personal care and nutritional wellness products.
With a proven record in crafting relevant product and brand strategies for rural mass brands and super premium brands alike, Ashwini drove significant growth within the Marico portfolio. She has led multiple successful brand launches and created highly effective campaigns across ATL and BTL channels.
Most recently, Ashwini partnered with her husband to set up Rewanta Lifestyle, a concept-based fashion house. Their flagship brand, PABLE, provides sustainable fashion by offering clothing that is made from handcrafted fabrics woven by artisans across India. Ashwini also serves as President of the Confederation of Women Entrepreneurs of India – Mumbai Chapter.
With her innovation mindset, marketing brilliance, and collaborative spirit, Ashwini is a huge asset to bluemarlin’s value adding offer in India and wider SEA region, providing Mettle consulting solutions for business and brands in consumable, service, retail, and technology sectors.
“We are very excited to bring Ashwini aboard as bluemarlin further deepens its presence in India,” comments bluemarlin Founder and CEO, Andrew Eyles. “Her rich background from the client side and thorough understanding of the market will strengthen bluemarlin as the ideal strategic creative partner for brands looking to drive relevancy and stimulate growth. Her expertise in innovation perfectly aligns with our Mettle offering to provide transformative solutions that liberate from the ordinary.”
“As a former client, I know first hand the level of strategic and creative excellence bluemarlin provides,” comments Ashwini. “Mettle is an exciting new proposition that provided clients with what they really need from their agencies – powerfully distinctive and disruptive strategies activated with stunning creative. It also gives me the opportunity to do what I do best – build businesses through brand innovation.“
