Campaign India Team
Mar 04, 2024

Zlade appoints Nikhil Narayanan as head of creative strategy and brand direction

With over 17 years of experience, Narayanan will be tasked with enhancing, broadening, and strengthening the personal care brand's footprint in both Indian and international markets

Zlade appoints Nikhil Narayanan as head of creative strategy and brand direction

Zlade has announced the appointment of Nikhil Narayanan as head of creative strategy and brand director. He moves from Pine Labs where he was creative head. 


Domestically-founded, Zlade is a digital-first, omnichannel brand specialising in personal care, notably in the men's grooming segment. It offers a range of shaving products for both genders, having formed a strategic alliance with BIC, a globally recognised producer of shavers and blades, to launch a comprehensive selection for men and women in the Indian market.


Narayanan who was most recently creative head at Pine Labs has had a career spanning over 17 years, having worked with leading brands and consultancies including Tata Consultancy Services, Ogilvy, Grey Group, McCann and others. 


Mihir Vaidya, co-founder and co-CEO, Zlade, said, "We are excited to have Nikhil on board with us as we embark on the next phase of our growth. We met Nikhil about two years back and since then over our conversations, we realised that he was a perfect fit for our Zlade and Zlade, a perfect fit for Nikhil. As we take on the herculean task of building the body grooming category in India, with the help of Nikhil, we are confident we can do justice to building our brand further and cementing our dominating position. Our vision is to be the go-to brand for any and everybody grooming need for the Indian as well as the global consumer. Premium products at honest prices. As always, giving all 'balls' the respect they deserve."


Narayanan said, "This is quite possibly the longest vibe check I have been part of. It lasted a little over two years. Yeah. That's how long ago I met Mihir and Suraj, the founders of Zlade, for the first time. We met at a bar named Banter and I enjoyed our conversation lived up to that name. We kept meeting up and discussing ideas now and then. I liked the brand, and their vision for it. They were always up to do some ballsy work (pun very much intended)—something of a rarity in the industry these days."


"Then one fine evening, as we sat at a watering hole in Bengaluru discussing the future, they made me the offer. And all it took for me to say 'yes' was the time to gulp down my drink. I'm looking forward to this journey, building a team and creating some fun work. Or an adventure as the cliche goes. But this time, I have a weird feeling, that this role is going to be one."


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