Tag: India

India – Edelman has announced a series of leadership elevations across its India team, aligning with the firm’s strategic vision for the next phase of growth and continued commitment to integrated client solutions.

Among the key changes, Ashutosh Munshi, previously lead advisor for brand marketing and communications, will take on the expanded role of lead advisor for integrated communications.

In this position, Munshi will oversee the integration of practices, sectors, and capabilities to support the delivery of comprehensive marketing solutions. Over his 22-year tenure at Edelman, he has played a key role in building the brand marketing practice and establishing the firm’s strategic planning and creative functions in India.

Karishma Gupte has been promoted to India brand lead, moving up from her current role as brand lead for Delhi and food and beverage sector lead. She will also take on additional responsibilities as head of the Delhi office. Over the past seven years, Gupte has led award-winning campaigns and contributed to the growth of the firm’s food and beverage portfolio.

Meanwhile, Vasudevan Rangarajan, formerly SVP for public and government affairs, has been named managing director of the practice. Rangarajan has spent over 13 years with the firm and, in recent years, has focused on strengthening Edelman’s policy advisory and stakeholder engagement capabilities.

Also part of the leadership changes is Pankaj Suri, who will relocate to Dubai to serve as EVP, people partner for the Middle East.

Suri, who has led the people function for Edelman India for more than 13 years while supporting APAC operations, will transition his India responsibilities to Ashutosh Thatte. Thatte will be elevated to vice president, people partner, effective June 1, 2025. Over his nine years at the firm, he has contributed to business alignment and culture-building efforts across the India team.

Speaking on the appointments, Bhavna Jagtiani, CEO of Edelman India, says, “Our clients and teams have placed deep trust in these leaders over the last decade. Together, we have built a culture of collaboration, quality and innovation that has been at the core of our client and people relationships. I am confident that together, we will unlock new dimensions of value for our clients and teams as we chart our next phase of growth in India.”

India – After more than two decades in India, Cheil India has transitioned into the Cheil SWA Group, reflecting a strategic evolution into an end-to-end marketing solutions provider. The transformation includes a new group structure and leadership appointments.

Founded in 2003 as Samsung’s dedicated agency, Cheil has evolved into a full-service marketing group with a broader client portfolio. Its transformation into the Cheil SWA Group follows years of organic growth and strategic acquisitions, positioning it at the intersection of creativity, technology, and business strategy.

The restructured group comprises seven specialised units—Samsung Business, Cheil X, Experience Commerce, CYLNDR, NewRx, Digital Media & Influencer Marketing, and Cheil GDC—each offering expertise across areas such as creative marketing, digital transformation, performance marketing, content production, retail design, influencer engagement, and technology solutions. This integrated model is aimed at addressing the increasingly complex needs of modern businesses.

With this shift, Cheil SWA Group is also positioning itself as a destination for top industry talent. The realignment breaks down silos between marketing disciplines, offering clients a more streamlined and coordinated approach.

Carlos LimSeob Chung, president and CEO of Cheil SWA, will lead the newly restructured Cheil SWA Group. Jitender Dabas, recently appointed CEO of Cheil X, will oversee the group’s agency operations. Meanwhile, Mandeep Sharma steps in as COO of Cheil India, with a mandate to strengthen customer experience and build out CRM capabilities across the marketing value chain.

“Our transformation into the Cheil SWA Group marks a significant milestone in our journey. Each company within our group is driven by a commitment to innovation and excellence, allowing us to offer comprehensive solutions to our clients. We are excited about the future and confident that our expanded capabilities will enable us to achieve even greater success,” Chung explained.

He added, “Today’s marketing landscape demands integrated thinking and specialised execution. Our transformation into Cheil SWA Group is a natural evolution of our capabilities, allowing us to offer clients seamless access to world-class expertise across every touchpoint of the consumer journey.”

India – Magicbricks, a property platform based in India, has named Havas Media India as its media agency on record (AOR).

Havas Media India’s responsibilities will cover the full spectrum of media services, including strategy, planning, and buying across print, television, radio, cinema, digital, and below-the-line (BTL) channels. This also includes out-of-home (OOH), mobile, and movie integrations, celebrity management, and activations.

Prasun Kumar, chief marketing officer at Magicbricks, said, “Magicbricks has always been at the forefront of innovation in real estate, shaping category narratives and driving impactful conversations. Our full-stack offerings, including Home Interiors, Home Loans, Site Visits & many more apart from the core property platform, cater to varied needs of multiple consumer segments.” 

“As we step into another year of driving growth & scale, we needed a digital-first media agency that could spearhead our integrated mandate. Havas Media’s understanding of the modern consumer with data-driven intelligence & proprietary tools aligns perfectly with our vision,” he added.

According to the agency, its data-driven approach, proprietary tools, and technology-enabled media strategies were key factors in winning the mandate, supporting audience segmentation, media investment efficiency, and overall brand engagement.

Uday Mohan, chief operating officer at Havas Media India, commented, “We are thrilled to add Magicbricks to our marquee client roster. Our Converged OS and Meaningful Brands framework give us a distinctive edge, enabling us to deliver seamless, insight-led media solutions that enhance consumer engagement and maximise ROI.”

“This partnership underscores our commitment to creating strategic, outcome-driven campaigns that aid Magicbricks’ growth and its leadership in the real estate category,” Mohan concluded.

India – Mattel, Inc., a global name in toys and family entertainment, has appointed Dream Theatre as the official licensing agency for its iconic brand portfolio across India, Pakistan, Nepal, Bangladesh, and Sri Lanka.

Through the new partnership, Dream Theatre will collaborate with top-tier partners across categories to bring Mattel’s licensed merchandise to Indian consumers. The agency aims to tap into its extensive network of retailers and partners, alongside its deep market expertise, to expand the reach of Mattel’s products.

The agreement includes Mattel’s globally loved brands such as Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas the Tank Engine, Pingu, Masters of the Universe, and Barney.

Meredith Norrie, vice president of global licensing and consumer products at Mattel, said, “We’re excited to have Dream Theatre as our official licensing agency in India. Their expertise and passion make them the ideal partner to grow Mattel’s brand portfolio, deliver innovative, high-quality products, and strengthen our connection with consumers across India.”

The partnership is expected to strengthen the regional presence of Mattel’s brands while expanding Dream Theatre’s role in the licensed merchandise market across South Asia.

Jiggy George, founder & CEO of Dream Theatre, expressed, “We are excited to be appointed as Mattel’s Master Licensing Agency in India. This partnership presents an incredible opportunity to bring some of the world’s most loved brands to new generations of fans in this region.”

He continued, “Mattel’s renowned brand portfolio holds a strong emotional connection with families in India and around the world, making it a standout licensing proposition for brands and products in the Indian market. We look forward to driving their continued success through innovative licensing partnerships, localised offerings, and strong collaborations with market leaders in India.”

India – Britannia The Laughing Cow, the processed cheese brand from the joint venture between Britannia Industries and Le Groupe Bel, has launched a new campaign spotlighting its revamped creamier recipe and locally produced range.

Conceptualised by Schbang, Britannia The Laughing Cow’s latest film-led campaign focuses on the idea of cheese that’s “Irresistibly Creamier, Uniquely Crafted with French Expertise”. Set in everyday meal moments, the campaign highlights the brand’s updated recipe and local production, anchored in the relatable response of asking for “One More Please”.

“We rooted our creative thinking in a powerful insight: today’s consumers constantly battle digital distractions, even during everyday meals. By showcasing a choice of food and connection over screens, we repositioned Britannia The Laughing Cow Cheese as a simple yet meaningful ally. Showcasing the sheer delight of every bite, the campaign brings alive the brand’s creamier, richer taste further cemented by the spontaneous ask for ‘One More Please’,” said Ria Shah, AVP – integrated brand solution and Puru Agarwal – associate creative director at Schbang.

As part of the campaign, Britannia The Laughing Cow has also introduced a GenAI-powered WhatsApp Recipe Bot, offering users quick, customised recipes featuring its cheese products. The tool aims to make everyday cooking more convenient and engaging.

Abhishek Sinha, chief business officer for dairy and CEO of Britannia Bel Foods, said, “At Britannia Bel Foods, we are proud to bring the finest French cheese-making expertise together with Indian craftsmanship and scale, a blend that truly sets us apart.”

“The new Britannia The Laughing Cow range is a milestone in our journey of making high-quality cheese more accessible and affordable for Indian households. This revamp is not just about taste; it’s a reflection of our commitment to quality, value, and innovation, shaped by global mastery and local understanding. With this creamier, tastier, and locally produced cheese, we’re making it easier than ever for consumers to enjoy a world-class cheese experience every day,” he added.

Britannia The Laughing Cow is produced in India by Britannia Bel Foods, a joint venture between Britannia Industries and France’s Bel Group. Since October 2024, the brand’s cheese products have been locally manufactured at a dedicated facility in Ranjangaon, Maharashtra, using locally sourced ingredients. The updated range blends French cheese-making expertise with Indian taste preferences and features refreshed packaging alongside an improved recipe.

India – Infinix has launched a new campaign for its Note 50s 5G+ smartphone, working with advertising agency SW Network and Flipkart Tech to deploy miniature billboards across select Indian cities, using tongue-in-cheek messages to highlight key product features.

For the campaign, SW Network and Flipkart Tech developed miniature billboards featuring sharp, cheeky messages designed to stand out in cluttered advertising environments. The billboards, which spotlighted features of the Infinix Note 50s 5G+—including a Sony camera sensor, curved display, and 144Hz refresh rate—were placed across high-traffic areas in Delhi, Mumbai, and Bengaluru.

The campaign also included individuals holding placards in front of large competitor billboards, adding a comparative edge to the rollout. The approach drew attention for its unconventional format and minimal physical footprint, prompting discussion across social media and marketing circles.

Speaking about the campaign, the leadership at Flipkart said, “We needed an innovative way to deliver our message of category innovation. The brand was banking on investing in features and questioning the noise. These tiny ads turned out to be a huge success. I won’t be surprised if other brands follow suit.”

Raghav Bagai, co-founder of SW Network, added, “At SW Network, our approach is always to cut through clutter with ideas that feel fresh, contextually sharp, and culturally relevant. These tiny ads proved that sometimes, going small makes the biggest impact.”

The campaign gained traction on social media, with creators, meme pages, and users on platforms like Twitter and LinkedIn commenting on its unconventional, small-scale approach.

India – Tanishq, the jewellery brand from the House of Tata, has unveiled the industry’s first large-scale outdoor holo-projection at Mumbai’s Bandra Bandstand, marking the launch of its new collection — ‘Kundan Stories’.

Brought to life by Laqshya Media Group and Inventech, the installation stands 40 feet tall and uses holo-projection technology to create an open-air visual showcase. Designs from the Kundan Stories collection — including meenakari, takkar work, and stone inlay craftsmanship — appeared suspended mid-air, rendered through choreographed 3D light.

Held over two days from April 23 to 24, the activation offered visitors a rare convergence of traditional artistry and advanced projection technology. Beyond unveiling its latest collection, Tanishq introduced a new format of jewellery storytelling that blends scale, craftsmanship, and immersive media.

Commenting on the launch, Amarjeet Hudda, COO of Laqshya Media Ltd, said, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It’s storytelling in mid-air. For us at Laqshya, it’s a proud milestone in blending tech, media, and emotion.”

“The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail — from ghungroos to flowing filigree — appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution,” added Sommnath Sengupta, CEO of Inventech.

Tanishq’s Kundan Stories collection, launched ahead of Akshaya Tritiya and the wedding season, features designs based on traditional techniques such as takkar ka kaam, talaf, wire and pearl bunching, and die-stamping. Each piece requires more than 200 hours of craftsmanship, combining heritage methods with contemporary design.

Pelki Tshering, chief marketing officer at Tanishq, said, “At Tanishq, every piece of jewellery is a story—shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India’s tallest Holo stand—an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.”

India – To celebrate the release of the 2025 action-comedy film ‘Good Bad Ugly’ starring Ajith Kumar, the actor’s fan club teamed up with Britannia Milk Bikis to create a striking 15-foot garland made entirely of the beloved biscuits.

For the campaign, Ajith Kumar’s fan club reimagined the traditional ‘Paal Abhishekam’ ritual with a 15-foot garland made entirely of Britannia Milk Bikis, draped around a towering cutout of the actor at Chennai’s iconic Kasi Theatre.

The initiative was developed in collaboration with MullenLowe Lintas Group, Britannia’s creative partner for over five decades. The reimagined fan tribute sought to highlight Milk Bikis’ long-standing cultural connection with the people of Tamil Nadu.

Prateek Bhardwaj, chief creative officer at MullenLowe Lintas Group, said, “This moment is a beautiful reminder of what happens when a brand becomes deeply interwoven with people’s lives. To see Milk Bikis featured in a fan ritual like this speaks volumes about the bond it shares with Tamil Nadu. It’s a proud moment for all of us who’ve built stories around the brand over the years. And we’re especially glad that all the biscuits went on to serve a good cause.”

Following the celebration, all Milk Bikis packets used in the installation were donated to local NGOs — Karnaii Trust and Dorcas Shelter for Women with Disabilities — aligning with the fan club’s efforts to combine celebration with social impact.

The activation underlined the brand’s enduring presence in Tamil households, extending from a nostalgic childhood treat to a symbol within the region’s vibrant movie fandom culture.

“Milk Bikis is more than just a biscuit in Tamil Nadu — it’s a memory, a ritual, and now, a symbol of celebration. To see it embraced so warmly by Ajith Kumar’s fan community at such a landmark occasion is a testament to the strong place the brand holds in the hearts of consumers,” said Siddharth Gupta, general manager of marketing at Britannia.

India – Global digital agency DEPT has been named Adobe’s Digital Strategic Innovation Partner of the Year in India. The award highlights DEPT’s work and bold, forward-thinking approach to leveraging Adobe solutions to drive digital transformation for leading brands.

Announced during Adobe’s 2024 Digital Strategic Innovation Partner Awards, this recognition celebrates alliance partners who are reshaping the digital landscape through bold innovation, technical excellence, and a shared ambition to amplify Adobe’s impact in the Indian market.

Embodying its innovation-led ethos, DEPT has delivered several initiatives within the Adobe ecosystem. A prime example is its Accessibility Plugin, which is seamlessly integrated with Adobe AEM to improve digital inclusivity. With minimal setup, the plugin enhances user experiences across abilities and supports organisations on their journey toward WCAG compliance.

The agency continues to scale its Adobe capabilities with a global team of over 550 experts, including more than 120 certified specialists, executing projects across the Adobe suite, from Adobe Experience Manager to Adobe Real-Time CDP. 

This latest accolade adds to DEPT’s history of recognition, having previously been named Adobe Solution Partner of the Year for APAC in 2019, 2021, and 2022. DEPT will be joining Adobe at the Best of Adobe Summit in Mumbai on June 4 to share insights and debut its latest Adobe-driven innovations.

With a unique 50/50 approach that merges tech with marketing, DEPT applies its experience engineering model to help brands like HDFC Bank, HSBC, Tata Capital, Bajaj Allianz, Vijay Sales, Grasim (Birla Opus), Piramal Finance, IndiaFirstLife, Apollo Tyres, Pidilite Corporate, and Tata AIA deliver faster, more innovative, and more personalised digital experiences.

India – DDB Mudra Group has announced the appointment of Sanchari Chakrabarty as senior vice president and head of strategy at 22feet Tribal WW, marking her return to the agency after several years in senior strategic roles across the industry.

Chakrabarty, a seasoned strategist with extensive experience in building brand narratives, returns to the agency after more than a decade-long stint earlier in her career.

Her professional journey includes key roles at agencies such as Tilt Brand Solutions and Leo Burnett, where she developed her expertise in strategic and creative problem-solving across a range of industries. She has worked on campaigns for major brands including Stayfree, Netflix, Instagram, Meta, Crunchyroll, Myntra, and Meesho.

Chakrabarty’s leadership has been recognised through her participation in DDB Worldwide’s High Performance League and the Phyllis Project, a global initiative aimed at advancing women in leadership within the network.

She is also known for her contribution to “Project Free Period,” a campaign that tackled social taboos and received recognition at Cannes Lions for four consecutive years. Her work has been acknowledged at other industry award shows such as WARC, Effies India, and the London International Awards.

Commenting on her return, Sanchari said, “22feet Tribal WW is driven by people who are deeply passionate and show childlike enthusiasm for creativity that works. And I am excited to join this bunch and create work that shapes culture in real time. I’ve always been curious about people and all things that influence their journeys. In this stint, I’m looking forward to move people meaningfully along these journeys and finding fresh ways to build connections.”

Vanaja Pillai, President, 22feet Tribal WW, added, “Sanchari’s return holds a special place in my heart. She brings with her invaluable brand thinking and strategy fundamentals that will provide the shot in the arm we need to take our brands to the next stage of growth. And as a Phyllis India alumna, it is an honour to welcome her back to our leadership team, making it stronger than ever before.”