Pallavi Mestry Haval Takes Over Media At Pidilite
Pidilite Industries has appointed Pallavi Mestry Haval as Head of Media, handing over media strategy, planning and investments across the company's consumer and industrial brands.
- Role: Head of Media, Pidilite Industries, Mumbai
- Previous role: Senior Manager, Media, at the same company since July 2016
- Brands: Fevicol, Dr. Fixit, Roff and the wider portfolio
- Scope: integrated media buying, cross-platform audience engagement and digital-first initiatives
- Experience: close to twenty years in media and communications
What The Pallavi Mestry Haval Brief Looks Like
Media strategy, planning and investment for a company whose portfolio splits across two very different buying problems. Fevicol is one of the most recognisable consumer brands in the country and behaves like fast-moving advertising. Dr. Fixit and Roff sit closer to construction chemicals, where the audience includes contractors and applicators and the media job is closer to trade.
Holding both lines under one head is the structural point of the appointment. The company has framed it against a focus on data-led media planning and strengthening brand equity across the adhesives and construction chemicals businesses.
Nine Years Of Groundwork
The internal track runs from July 2016 and covers media initiatives, sports sponsorships and brand partnerships for key brands including Fevicol, Dr. Fixit and Roff, with campaigns around the Pro Kabaddi League and prominent broadcast properties during IPL telecasts.
Sports sponsorship is a useful apprenticeship for a media head in this portfolio. It forces a planner to work in long commitments and fixed inventory rather than the flexible digital buys that dominate the rest of the year.
The Agency Years Before It
Before Pidilite came leadership roles at two media agencies: Group Head at Carat India and Account Controller at Madison Communications. The full span is close to twenty years across media planning and buying, integrated campaigns, broadcast partnerships and regional market strategies.
Regional strategy is the quiet qualification in that list. For a brand whose demand sits as much in small towns as in metros, the planning question is rarely national reach and almost always which languages and which markets get the weight.
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