Tag: India

India – Rockit, the new-age energy beverage founded by Vedant Garg, has teamed up with design agency Stratedgy to debut its bold new packaging—shifting away from machismo-driven branding to embrace a vibrant, inclusive, and positive aesthetic.

Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.

The brand’s fresh look signals a bold departure from the grungy designs, aggressive branding, and testosterone-driven narratives that have long defined the energy drink category. It aims to disrupt the traditional energy drink market by providing a refreshing alternative to the cluttered, hyper-edgy designs in the market. 

Rockit’s packaging embodies a bold vision, featuring vibrant colours, playful designs, and a commitment to inclusivity—celebrating speed, ambition, and positivity in every detail.

Commenting on the look, Kruti Berawala, co-founder at Stratedgy, said, “We wanted to create something truly different in this category. Rockit isn’t just another energy drink—it’s a statement: a brand for anyone chasing momentum, breaking stereotypes, and redefining what energy means in India. It is inclusive, approachable, and free from the heavy-handed machismo often seen in this space.”

Backed by Sauce.vc with an initial investment of ₹6 crores and supported by Rannvijay Singh as both investor and brand ambassador, Rockit aims to cut through the clutter and redefine energy for Indian consumers.

Neelesh Patodi, CEO at Rockit, commented, “The beverage industry in India has seen tremendous growth, and more so in energy drinks. It is poised to further grow 3X in the next 3 years. We are confident that with our right mix of product, taste, design, and distribution first approach, we will create the fastest-growing beverage business in India.”

“With Rannvijay as the brand ambassador and Sauce.vc as our partner, together we make a perfect team to create a refreshing alternative to existing options that will align with the new India. We look forward to winning the trust of our consumers with our commitment to quality and affordability,” Patodi added. 

India – Del Monte has partnered with marketing agency YAAP to debut its new campaign, ‘The King of All Chocolate Flavoured Syrups,’ celebrating the rich, indulgent taste of its signature chocolate syrup and positioning it as the ultimate choice for chocolate lovers.

Del Monte’s campaign highlights the syrup’s standout features, including 40% more cocoa, which enhances its rich taste and velvety texture. It brings to life the idea of chocolate syrup that reigns supreme, showcasing its versatility as the perfect addition to milkshakes, pancakes, and desserts.

The campaign combines nostalgic visuals and indulgent storytelling to resonate with families and individuals looking to elevate their meals. By showcasing the syrup through the eyes of those who experience it, the campaign positions the product not just as a treat but as the centrepiece of cherished moments.

Anshu Anand, CMO at Del Monte, shared, “At Del Monte, we’ve always believed in staying tuned to consumer needs and delivering products that raise the bar. The chocolate syrup category has long been a familiar space, but as we understood, the demand existed for a more thicker, tastier chocolate syrup that Del Monte could offer.” 

“With this campaign, we’re not just highlighting our product’s superior qualities; we’re making a statement about how we shine in the existing market that is challenging with other dominating brands in the market. It was the right moment to bring this message to life, and we’re thrilled with how it aligns with our legacy of quality and creativity,” Anand added. 

Kiranpreet Kaur, DGM marketing at Del Monte, also said, “The concept of ‘The King of All Chocolate Flavoured Syrups’ emerged from a deep understanding of what today’s consumers value—excellence that stands out. The team briefing was anchored on one key idea: celebrating the product’s unparalleled richness and superiority. The campaign’s regal communication reflects this thought. From strategy to execution, we aimed to craft a narrative that showcases how our chocolate syrup isn’t just a treat; it’s the reigning choice for families seeking indulgence in every bite.”

Conceptualised by YAAP and directed by Vivek Dubey, Del Monte’s campaign combines captivating visuals with relatable storytelling, focusing not just on the product but on the magic it brings to people’s lives. The narrative highlights the syrup’s indulgent appeal, capturing the joy and admiration it inspires and showcasing how families treat it like the king it truly is.

Manan, partner at YAAP, remarked, “The product is already a favourite among kids and adults alike, so we wanted the campaign to reflect its universal appeal while standing out in a crowded market. Del Monte’s commitment to quality and innovation gave us the confidence to push boundaries and create something truly unique. This campaign celebrates not just the richness of the syrup but the joy and indulgence it brings to families, a perfect alignment with Del Monte’s ethos.”

Building on this, Karan Arora, revenue head at YAAP, continued, “Working with Del Monte over the years has been a masterclass in quality and innovation. The collaboration between YAAP and Del Monte has been incredibly rewarding, driven by a shared passion for delivering excellence. The chocolate syrup is a prime example of Del Monte’s dedication to creating products that evoke both delight and nostalgia.” 

“For us, this campaign was about celebrating the role Del Monte plays in enriching everyday lives. From ideation to execution, it’s been a journey of storytelling that captures both flavour and emotion,” Arora added. 

The campaign is now live across theatres, YouTube, and social media. To engage chocolate enthusiasts further, Del Monte invites consumers to share their creative recipes and memorable moments.

India – Building on the recent announcement of its new Chennai campus, WPP has unveiled plans to deepen its investment in India by scaling up its Global Delivery Centre (GDC) operations. The specialist hub, supporting WPP teams worldwide, will be headquartered in India, reinforcing the country’s strategic importance.

WPP is expanding its GDC team in India, one of its fastest-growing markets and a hub of innovation and creativity. Leveraging its 11,000-strong workforce in the country, the GDC builds on existing expertise to further strengthen WPP’s presence in the region.

The GDC employs 10,000 people globally and is key to WPP’s business transformation strategy. It offers advanced capabilities like cloud modernisation, hyper-personalisation, composable commerce, VR, XR, generative AI, and product engineering, complementing WPP’s expertise in media, content, CX, commerce, technology, data, and design.

Leading this growth is Prashant Mehta, appointed as managing director of the GDC, tasked with driving its global expansion, with India housing the majority of its talent.

Mehta, a seasoned expert in digital transformation, joins WPP from Accenture, where he served as global managing director of global assets at Accenture Song, leading its generative AI-driven asset strategy, delivery, and adoption. Previously, he held roles as global chief product and delivery officer at Dentsu Creative & Experience and group vice president at Publicis Sapient.

Speaking on his appointment, Mehta said, “It is an honour to be leading the WPP GDC, which has been built to evolve with the changing demands of our clients while delivering the highest standards of excellence. I look forward to working with our integrated teams as we harness AI and creativity to transform how we deliver growth for our clients.”

Meanwhile, Mark Read, CEO of WPP, shared, “Our Global Delivery Centre enables agency teams and their clients to tap into specialist expertise and new capabilities. It is underpinned by WPP Open, our AI-driven operating system for marketing transformation, fuelling growth and connecting the dots across our business. I welcome Prashant to WPP and look forward to working with him to develop our offering.”

CVL Srinivas, WPP’s country manager for India, added, “As we look to drive further growth and transformation in and from India, we are excited to welcome Prashant Mehta onboard. The expertise of our team in India makes it the prime location to power our clients’ needs with a scaled world-class GDC.”

India – Global sports and entertainment agency Fuse, a division of Omnicom Media Group (OMG), has officially launched its new office in Mumbai, India, with industry veteran Jigar Rambhia appointed to lead the expansion.

Fuse’s launch in India is a strategic move by OMG to capitalise on the country’s rapidly growing sports marketing potential, offering a comprehensive range of services to support brands with end-to-end partnership solutions.

With the new office opening, Fuse has also secured its first clients, Shriram Finance and Uni League Cricket, and will focus on helping brands with strategic planning and the activation of impactful sports partnerships.

Kartik Sharma, Group CEO of Omnicom Media Group India, said, “Sport and culture are increasingly seen to be significant growth drivers for brands, and so we are excited to bring Fuse’s expertise into the market—it further underpins our commitment to create transformational experiences for our clients.”

Meanwhile, the new Fuse office will be led by Rambhia, who previously served as chief operating officer at Sporjo, a sports industry consultancy, where he played a key role in driving business growth. He also brings 16 years of experience from Wavemaker and has worked with agencies such as TME (Rediffusion Y&R) and Madison Communications.

“The momentum in sports in India is at an exciting juncture, and we’re fully equipped to capitalise on this to drive effective partnerships for brands. Sport has increasingly become a vital part of India’s cultural fabric, and with Fuse, we are strategically positioned to help brands harness the power of this medium to drive deeper connections with audiences across the market,” Rambhia shared. 

Also commenting on the launch, Louise Johnson, Global CEO at Fuse, said, “Fuse’s expansion and launch in India marks yet another critical milestone for us, underscoring our commitment to driving growth for brands through the power of sports and entertainment. With Fuse’s specialist sports marketing expertise combined with Omnicom Media Group’s data and technology offering, we are exceptionally positioned to capitalise on the sports market in India.”

“Through our extensive network and under the leadership of Jigar, we can offer brands the chance to create memorable experiences for their audiences and integrate themselves into the heart of India’s sporting culture,” Johnson added. 

Fuse boasts a team of sports and entertainment experts operating in key global markets. Recently, the agency expanded into Spain under the leadership of Juli Ferre and into Brazil with Luiz Fiorese at the helm. Its current international clients include PepsiCo, Nissan, and Philips.

India – dentsu India has promoted Imtiyaz Vilatra to the role of chief executive officer of Posterscope India.

In his new role, Vilatra is in charge of enhancing Posterscope’s offerings in both digital and intelligent out-of-home (OOH) campaigns, focusing on providing data-driven outcomes for clients.

Vilatra brings over 25 years of experience to the company, particularly in driving innovative OOH campaigns. At Posterscope, he aims to integrate augmented reality, artificial intelligence, and 4D experiences into campaigns to meet client needs.

Additionally, Vilatra aims to expand Posterscope’s reach, making an effort to establish its position as a leader in traditional and digital OOH.

Harsha Razdan, chief executive officer of South Asia at dentsu said, “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and Below-The-Line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities.”

“I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate,” Razdan added.

Anita Kotwani, chief executive officer of media in South Asia at dentsu, added, “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘OneDentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”

“The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences. Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalization, and an integrated, ROI-focused approach,” Vilatra commented.

India –  Battlegrounds Mobile India (BGMI) has teamed up with Enormous Brands India for its latest campaign, aiming to inspire hardcore gamers to “Find their Vibe” while redefining BGMI as a premium and inclusive gaming platform that resonates with all audiences.

Built around the ‘Seriously Fun’ concept, the campaign highlights how gaming—especially BGMI—serves as both a meaningful and entertaining cornerstone of Indian gamers’ lives. 

The campaign is driven by the insight that, for true enthusiasts, gaming is far more than casual entertainment—it’s a serious passion. In India, where the spirit of competition and resilience is deeply ingrained, gaming has seamlessly become a part of the nation’s cultural fabric.

Developed in collaboration with Enormous Brands India, the ad film captures how deeply BGMI resonates with Indian gamers, embodying the notion that Indians take their fun seriously.

The ad opens with a compelling film that highlights how gaming fits into India’s diverse routines and passions, showcasing gamers from across the country. It also incorporates popular in-game elements and terms, deepening the connection with its audience.

Furthermore, the narrative extends to social media through engaging posts and stories, reinforcing the message that gaming is not just a hobby but a way of life.

Srinjoy Das, associate director for marketing at KRAFTON India, said, “As BGMI continues to grow into a true pop-culture phenomenon, it has also evolved into a deeply immersive and high-involvement experience for gamers across India. The concept of ‘Seriously Fun’ perfectly captures how passionately our players engage with the brand, blending their dedication with quirky, relatable moments from everyday life.”

Ankit Pathak, senior creative director of Enormous Brands, said, “The ‘Seriously Fun’ campaign is a reflection of India’s vibrant and competitive gaming spirit. We wanted to create a narrative that feels authentic and inclusive, celebrating gamers and their diverse lifestyles while showcasing BGMI as the ultimate gaming destination. We’re happy with the way the film has managed to capture the attention of the viewers across varied age groups.”

The ad film will be amplified on social media with engaging content—posts, stories, and community challenges—reinforcing the idea that gaming is a lifestyle, not just a hobby.

India – As digital scams targeting everyday Indians become increasingly common, the National Payments Corporation of India (NPCI) and The Times of India have joined forces to bring back R.K. Laxman’s iconic ‘Common Man.’ The beloved character takes centre stage in a new awareness campaign aimed at combating phishing and fraud schemes.

The ‘Common Man,’ an iconic figure in Indian culture, has long resonated with audiences through his witty observations and relatable predicaments. He embodies the spirit of the everyday Indian—quietly resilient, unassuming, yet perceptive and sharp when it matters most.

With this vision, NPCI and The Times of India brought the ‘Common Man’ back in a ‘Conman Vs. Common Man’ avatar to tackle the rising concerns around digital payment safety—delivering the message with his signature wit and a refreshingly non-preachy approach.

Developed by NPCI’s creative partner, tgthr., the campaign brings back the original comic strip format, humorously showcasing the Common Man outsmarting conmen attempting the latest scams. From investment frauds to phishing schemes, the Common Man’s unassuming yet sharp persona serves as a powerful tool to promote digital payment safety.

‘Conman Vs. Common Man’ goes beyond awareness, empowering Indians to embrace UPI’s ease and safety while promoting vigilance. By leveraging the iconic Common Man, the campaign inspires trust and encourages users to safeguard their digital transactions, aiming for a cashless, secure India.

Aalap Desai, co-founder and CCO of tgthr., shared, “A smarter strain of crime calls for a smarter kind of criminal. Scammers today are ever-evolving and highly tech-savvy, using social engineering to scam people out of their life savings.”

Desai further explained, “With NPCI, we realised that the reason for this evolution is that awareness drastically reduces the success rate of these scams. It might sound like a cliché, but the answer was in the brief itself. The need of the time is a widely popular character, recognised by the whole country, with wit that remained unchanged in an ever-changing world, so even a layman can laugh and learn at the same time. Reminds you of someone? ”

Meanwhile, Sameer Sainani, president of Optimal Media Solutions, said, “Our iconic ‘Common Man’ has been a witness to every event that has defined India. Digital payments, a defining moment in our nation’s tech prowess, have seen widespread adoption, notwithstanding emerging challenges. tgthr. has successfully captured the essence of this beloved character for NPCI’s digital safety initiative.”

“By utilising the ‘Common Man’s’ signature wit and innocent humour to address the growing concern of digital duping, it shows a powerful problem-solving approach. This has resonated with today’s India, making it a potent tool in combating scams,” Sainani added. 

NPCI and The Times of India’s campaign comes at a time when the rise of digital payments has fuelled increasingly sophisticated scams, from phishing to fake payment links, targeting unsuspecting users daily.

Ramesh Yadav, chief of marketing at NPCI, said, “We’re excited to partner with The Times of India and the Common Man to promote digital payment safety. As digital transactions become more widespread, it’s crucial to understand how to use them securely. This campaign educates everyone on avoiding scams through an engaging narrative. By reintroducing the Common Man, we emphasise the timeless values of caution and insight, helping everyone navigate the digital world safely.”

The Common Man comic strip will be featured in Hindi, English, Kannada, and Marathi across various newspapers.

India – Havas Creative India has been appointed as the creative agency for Eastman Auto & Power Ltd., a well-known name in solar energy, energy storage, and power electronics, to spearhead strategic brand campaigns aimed at enhancing visibility and driving growth in the Indian market.

The appointment follows a competitive multi-agency pitch, with Eastman Auto & Power selecting Havas Creative India as its creative partner to drive brand growth and boost visibility. This collaboration highlights Eastman’s commitment to expanding its presence in the Indian market, with a strong emphasis on sustainability and technological innovation.

As part of the mandate, Havas Creative India will manage Eastman’s brand communication strategy from its Gurugram office, crafting impactful narratives that showcase Eastman’s commitment to sustainability, technological leadership, and its pioneering efforts in last-mile e-mobility solutions, including e-rickshaw batteries.

The agency will also manage the media strategy for Eastman Auto & Power Ltd., employing a comprehensive, data-driven approach to expand brand reach and engagement in key markets. By leveraging data insights, Havas Media will optimise media planning and execution to drive measurable impact and boost brand visibility.

Sudham Ravinutala, chief marketing officer at Eastman Auto & Power Ltd., said, “In a series of impressive presentations, Havas emerged as the clear choice due to their bold, insightful, and value-driven approach. They looked beyond conventional creative strategies, deeply connecting with our brand’s core values and vision. With Havas, we have found a partner who not only understands our direction but is uniquely equipped to bring our journey to life in a way that resonates with our audience.”

Kundan Joshee, managing director at Havas Creative India, said, “The Last Mile e-mobility and solar rooftop solutions space holds immense potential and presents a very exciting opportunity to us. Our partnership will be aimed at delivering differentiated, meaningful work that resonates and aligns perfectly with the ambitions of a rapidly transforming, dynamic India. We look forward to creating platform-agnostic, relevant stories for Eastman Auto and Power that not just drive engagement but also make a tangible impact, helping us build a forward-thinking future, moving the needle on both brand and business.”

This strategic partnership aims to position Eastman as a leader in the global energy sector, with a focus on solar solutions, marking a key milestone in its commitment to innovation and lasting impact on India’s energy landscape.

India – Nutrela, the soya-based food brand under Patanjali Foods, has unveiled its latest campaign, ‘India Ko Stronger Banate Hain, Nutrela Khate Hain (We make India stronger by eating Nutrela),’ featuring Bollywood actor and wellness advocate Shilpa Shetty as its new brand ambassador. 

The 360° campaign promotes a healthier, stronger India by highlighting Nutrela’s 52% protein-rich soya products as key to a balanced lifestyle. Backed by nearly four decades of trust, the brand offers a diverse range of high-quality options.

Nutrela also highlights the versatility of its products, which can be incorporated easily into a wide range of sweet and savoury dishes, making them perfect for creating quick, nutritious meals.

Joining the campaign is Shilpa Shetty, the brand’s ambassador. An actor, entrepreneur, fitness icon, and advocate for balanced living, she embodies Nutrela’s core values of health and nutrition. 

Nutrela aims to show that healthy eating can be both simple and delicious. With Shilpa Shetty as its ambassador, the brand is gearing up to launch a series of campaigns, recipes, and engaging content across digital, print, TV, online, and outdoor media platforms.

Commenting on her partnership with Nutrela, Shilpa stated, “I am thrilled to join Nutrela’s remarkable journey. I believe Nutrela Soya Nuggets is an exceptional, protein-rich food that is not only nutritious but delicious too. I resonate with the brand’s commitment to promoting a nutritious lifestyle and making a positive impact on Indian households.”

Meanwhile, Sanjeev Asthana, CEO of Patanjali Foods Ltd., said, “Shilpa Shetty is a leading figure in health and wellness in India. Our brand ethos is perfectly aligned with Shilpa’s, making her the ideal face for Nutrela. Her deep-rooted passion for wellness complements our commitment to promoting a balanced, protein-rich diet. Shilpa’s influence will further elevate Nutrela’s mission, inspiring millions to embrace Nutrela Soya Nuggets as a vital part of their wholesome diet.”

Manila, Philippines – Del Monte Pacific has announced that it will restructure its investment in Del Monte India by exchanging its shares with 13% direct shareholding in Agro Tech Foods Limited (ATFL), an Indian food company. In turn, ATFL will acquire the 59% equity stake of the Bharti Group in Del Monte India.

In a recent disclosure by Del Monte Pacific, it stated that it will continue licensing the Del Monte trademark to Del Monte India on a perpetual and exclusive basis to protect the value of the brand by safeguarding Del Monte quality standards and derive royalties therefrom.

“The Group’s direct investment in ATFL means that it would be invested in a broader business that includes profitable product categories which have yielded shareholder returns for several years. Further, a direct equity stake in a company whose ordinary shares are listed in stock exchanges generally means more liquidity for its shareholders and enhanced corporate governance practices and benefits,” Del Monte Pacific said in their disclosure.

Given how ATFL has a bigger consumer packaged goods platform with a wider and deeper distribution network in India, Del Monte Pacific stated that ATFL is well-positioned to grow the Del Monte brand in India.

“India has been an exciting and flourishing market, and we are proud of the brand’s journey and impact on the Indian food industry. Under Sundrop Brands’ platform, we believe the Del Monte brand will reach new heights in India. This transaction supports the Group’s strategic focus on its core markets and partnerships that drive growth,” Rolando Gapud, executive chairman at Del Monte Pacific, stated.

ATFL has just rebranded itself as Sundrop Brands, and holds popular consumer brands such as ACT II popcorn and Sundrop edible oil.