Based in Gurugram, Amandeep will report to Manas Lahiri, chief growth officer at Havas India, who also oversees Havas CX India operations. He will work closely with key leaders across the network to position Havas CX India at the centre of client engagements.

In his new role, Amandeep will focus on developing customer experience (CX) and marketing technology (martech), as well as CRM and data analytics capabilities. These initiatives aim to enhance the network’s go-to-market strategy and facilitate deeper integration across all Havas India agencies.

David Shulman, global CEO of Havas CX, said, “I’m thrilled to welcome Amandeep to the Havas CX team. In today’s landscape, brands are increasingly recognizing the importance of uniting communications and experience. Amandeep’s leadership will empower our clients to gain deeper insights into customer needs and develop experiences that deliver on the promises brands communicate.”

Manas Lahiri, chief growth officer at Havas India, added, “Across markets, customer experience is emerging as the core driver of brand relationships, loyalty and long-term value, and today sits at the centre of every client conversation. As brands navigate an increasingly complex marketplace, CX has become the lens through which strategy, creativity, data and technology must converge.”

Manas added, “Amandeep brings a rare blend of strategic depth, martech expertise, and regional leadership experience. His proven ability to build CX capabilities and drive growth will be critical as we further scale our CX strategy and GTM practice, deepen integration across Havas, and unlock new growth opportunities.”

Commenting on his appointment, Amandeep Singh Kochar said, “Havas India has emerged as one of the most progressive integrated networks today, with a powerful blend of creativity, data, and media. Havas CX India is at an exciting inflection point where these capabilities are coming together with technology to deliver real business outcomes.”

He added, “There is no better place to build the future of CX, and I’m looking forward to partnering with Manas and the wider Havas teams to create scalable CX and martech solutions that deliver seamless, impactful consumer journeys.”

Moreover, Amandeep brings 15 years of experience across India and Southeast Asia, working with enterprise brands to align brand strategy, customer experience, and marketing technology for measurable business impact. His expertise spans first-party data programmes, personalisation at scale, CRM, martech orchestration, marketing effectiveness, and transformation.

Prior to joining Havas CX India, Amandeep worked at VML, where he developed CX and commerce capabilities across India and Southeast Asia, managing regional mandates from Thailand and Malaysia. 

Over the past year, he also pursued an entrepreneurial consulting venture focused on Bharat-first customers and brands. His portfolio includes work for Ford, Colgate, Mahindra, Hindustan Unilever, PepsiCo, and BAT, with notable CX case studies for Ford, IDFC, and Colgate.

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Timed for the key financial planning period of February and March, when life insurance sales typically rise in India, the campaign films use humour and relatable storytelling to engage viewers.

The films feature quirky characters in everyday situations, using humour to simplify concepts like wealth creation, guaranteed returns, and tax-saving benefits. By breaking down complex financial terms and policies into relatable stories, they make it easier for viewers to understand the key points without feeling overwhelmed.

Akhil Almeida, head of marketing at Bandhan Life, said, “In a market where financial planning often feels overwhelming—particularly during the high-stakes Feb–Mar season—our mission is to guide individuals and families toward choices that offer benefits far beyond meeting immediate tax deadlines.”

“By weaving humour and culturally resonant moments into our narratives, we show how straightforward and rewarding life insurance can be. We believe this approach not only simplifies the complexities of coverage and returns but also inspires meaningful conversations—encouraging people to step into a Bandhan Bank branch, ask the right questions, and confidently secure their future for the long run,” Almeida added.

Bandhan’s ad films will be featured across digital platforms like social media and OTT channels, aiming to reach a wide audience during the peak season. The campaign seeks to make financial planning feel more approachable while encouraging informed decisions for long-term security.

Ashu Mhatre, head of creative at Havas CX India, explained, “Bandhan is known to have a special bond with its customers. They understand the nuances seeped in culture to make enduring, life-long relationships.”

Mhatre continued, “The task at hand was to get customers to enquire about Bandhan Life. So, we decided to tap into the idiosyncrasies of typical Indian behaviour—from the haggling auto customer to the art connoisseur looking for a deal, from a future-telling parrot to a failed fireman looking for savings; telling all of them there are better ways to grow money and secure your life. All you need to do is walk into the nearest bank branch and ask about these products. With a generous dollop of humour, we wanted to land a serious message—this isn’t just life…this is Bandhan Life.”

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