Marketing Featured South Asia

Madison Media Ultra appointed as media agency of record of Jyothy Labs

Mumbai, India – Madison Media Ultra, a digital unit of Madison World, has been appointed as the media agency of record (AOR) for India’s household brand Jyothy Labs. This mandate will see Madison Media Ultra responsible for the brand’s traditional media and digital media mandate, including TV, print, and digital. 

Jyothy Labs is a well-established name in the FMCG category. It offers affordable household products, national accessibility, and exceptional packaging. Jyothy Labs operates several brands including Ujala, Pril, Maxo, and Margo, as well as EXO, and Henko, amongst others.

Jyothy MR, Jyothy Labs’ managing director, commented, “Madison is a respected name in the industry with its proven expertise in traditional and contemporary media platforms. We believe our brands will be ably assisted with Madison’s well rounded integrated media solutions in meeting our marketing objectives.”

Meanwhile, Jolene Fernandes Solanki, COO of Madison Media Ultra, shared that they are delighted to partner with one of the pioneering brands in the country, and they are pleased to have Jyothy Labs on board to partner with them in their growth journey. 

“We believe that our framework at Madison – ‘keeping consumers and technology at the centre’ – will complement Jyothy Labs’ growth journey,” said Solanki.

Just recently, Madison Media Omega, another unit of Madison World, has also been appointed as the media AOR for Ki Mobility, where it will be handling the traditional media and digital media mandate for the client including TV, print and online video media buying and planning.

Marketing Featured South Asia

WATConsult bags creative, social media mandate for CarDekho

India– WATConsult, the digital marketing arm of hybrid digital agency Isobar, has won the creative and social media mandate for CarDekho, India’s digital automotive solutions provider. The account will be managed by the agency’s Delhi office.

As per the mandate, WATConsult will be responsible for CarDekho‘s social media management, digital creative designing, and content marketing, as well as ORM.

Charu Kishnani, CarDekho’s SVP of marketing and content, commented, “We’re thrilled to partner with WATConsult as our creative and social partners. This engagement will help us elevate our brand presence with the right Strategy, Ideation and Creative thinking. We are looking forward to creating some good and memorable work. Welcome aboard, WATConsult.”

Meanwhile, Heeru Dingra, CEO of Isobar India, said, “CarDekho is a one-stop destination for new as well as second-hand cars. The brand’s auto and non-auto business is expanding, and we are so excited to embark on this journey with them.”

Sahil Shah, WATConsult’s managing partner, shared that they are happy to have the opportunity to partner with CarDekho and they cannot wait to build a dynamic brand presence for them. 

“Our strategy is to enhance the top of the mind recall that the brand has created by applying creative, new age thinking and a strong storytelling narrative,” said Shah.

Marketing Featured South Asia

dentsu appoints Saagar Sethi to lead Amplifi in India

India — Dentsu India announces the appointment of Saagar Sethi as the president of Amplifi, its supply side management platform. He stepped into the role in April 2022, as part of the increased media leadership roster across dentsu India. He will report to Divya Karani, media CEO of dentsu South Asia, and work with the global Amplifi leadership to focus on creating truly sustainable values for dentsu and its partners in India and across the globe.

Sethi holds 15 years of experience in transition management. His appointment echoes dentsu’s commitment to continually elevate its growth trajectory across markets. The network’s rapid transformation ensures it offers long-term sustainable growth to clients via distinctive, integrated capabilities in an environment which is forever changing.

In his new role, Sethi will lead the network’s investment management, media trading in terms media owner services and principal buying, and content in terms of original partnerships and entertainment businesses in India. He will also have responsibility for helping drive the continued growth of The Story Lab and Posterscope, two specialist agency units within dentsu which focus on entertainment production and Out of Home (OOH) capabilities, respectively.

Previously, he was the head of indirect procurement in LG Electronics India. He has also participated in organizational design, transitioning and change management journeys for leading brands like LG Electronics and Ernst & Young.

Commenting on the appointment, Karani said, “We are excited to have Sethi join our management team as we consolidate and prepare for the next stage of growth. In today’s increasingly complex media market, the experience he brings to the table will help us increase our client delivery skills in India.”

Meanwhile, Sethi shared, “I have always been passionate about media. The timing of this opportunity could not have been better. This role complements my transformation experience and passion. I am committed to creating synergies and incremental value for all our clients, stakeholders, and partners, underpinned by the need of driving compliance and transparency. Truly, it is an exciting time to be at dentsu India.”

Marketing Featured South Asia

Ad watchdog ASCI implements greater inclusion in advertising

Mumbai, India – The advertising regulatory body, Advertising Standards Council of India (ASCI), has updated its code to add greater inclusivity in advertising depictions, including new areas of possible discrimination or derision, such as gender identity and sexual orientation, body shape, age, and physical and mental conditions.

The new areas of the ASCI code, in addition to race, caste, creed, gender or nationality, will now be considered violations if an advertisement tries to mock or deride anyone on these bases. These changes to the ASCI code were approved by the board recently.

Talking about the changes, Manisha Kapoor, ASCI’s CEO and secretary-general, shared that they have seen consumers call out ads that mock or deride people, or portray them in unfavourable ways, and it is only fitting that advertising becomes more inclusive and sensitive to this.

“It is not acceptable for example, to associate characteristics such as sluggishness with a certain body shape. Similarly, to deride someone with a physical or mental ailment, or their gender identity would now violate the ASCI code. With this change, ASCI hopes to ensure that advertising becomes more inclusive and sensitised to all sections of our country, and does not perpetuate certain portrayals that have no place in a progressive society,” said Kapoor.

Marketing Featured South Asia

Heeru Dingra is dentsuMB Group India’s new CEO as Sidharth Rao steps down

Mumbai, India – Heeru Dingra, current CEO of Isobar India, has also taken the new role of CEO of dentsuMB Group India as its current CEO Sidharth Rao has announced stepping down the role to return to his entrepreneurial roots. Through the new leadership movement, Dingra will be supported by business leaders Ajit Devraj, Indrajeet Mookerjee and Harsh Shah.

The new dentsuMB India leadership team will work with Sidharth through the transition, and in close partnership with Amit Wadhwa, CEO for the entirety of dentsu’s creative service line for India.

Speaking about the new leadership, Rao said, “Being acquired by dentsu has, by far, been the most important milestone in Webchutney’s journey. It has been a great, great ride. Together, dentsu India and Webchutney are miles ahead of where we started and there are absolutely no regrets. Post the acquisition, I have been around for a decade now and the credit for my journey here goes to the network’s leadership team. I would like to thank them dearly for making dentsu feel like home.|

He added, “Amit is a great leader and a fantastic comrade. He is the one to ensure that we get the best of opportunities. As I move on, I am glad that sentsu Webchutney is at a point where it is at its best; and what I take with myself is a sense of immense pride of being associated with dentsu. For my journey ahead, I am exploring a few new ideas in the exciting space of the internet. The plan for it should be ready over the next couple of months.”

Meanwhile, Wadhwa commented, “Sid is not just a colleague. He is also a dear friend; our go-to mate. He has played an instrumental role in crafting dentsu’s creative journey for India in partnership with some of our key talents who have now grown into powerful leaders; and that is invaluable. However, when he chose to discuss his new entrepreneurial ambitions with me, I realised how truly he wanted to do this.”

He added, “Sid has my wholehearted support on his next move. Meanwhile, what gives me great assurance is the fantastic set of leaders that he has mentored during this growth journey. They are already taking charge and delivering with confidence. Although I would miss catching up with Sid at the office, our banters will continue beyond work. He deserves to choose a fresh path for his next milestone, and I am sure his next venture would be an innovative one. We truly wish him all the luck for this next big leap.”

Marketing Featured South Asia

HiveMinds nabs digital marketing remit of Rupeek

Bangalore, India – HiveMinds Innovative Market Solutions, the full-service digital marketing and consultancy firm by Madison World, has recently bagged the digital marketing mandate of Rupeek, India’s asset-backed digital lending platform.

Rupeek aims to democratise access to hassle-free, doorstep credit for all markets and audiences. Currently, Rupeek also operates in the gold loan space. Its investors include Sequoia Capital, Accel Partners, Bertelsmann, and GGV Capital, as well as VEF, and Lightbox.

Rupeek’s spokesperson commented that as they continue to grow and unlock gold-backed credit for a billion Indians, digital marketing will play an important role in driving this momentum further via tech-led gold monetisation (GoMon) in over 120 cities across the country. 

“We are happy to partner with HiveMinds in this digital-led growth,” the spokesperson said. 

Meanwhile, Deepti Bhadauria, HiveMinds’ chief strategy officer, shared that gold asset loan is a $2 trillion opportunity in India, and there is a massive consumer segment looking for access to cheap capital and monetisation of gold assets that can be unlocked using digital marketing effectively. 

“I am happy that we will be partnering with Rupeek, in scaling and building India’s largest digital asset-backed fintech platform,” said Bhadauria.

In January 2022, HiveMinds has also bagged the digital mandate of insurance firm Max Life Insurance to manage its paid marketing portfolio. As part of the mandate, HiveMinds will be responsible for carrying out digital marketing activities across all publishers and platforms for Max Life Insurance including Google, Facebook, and Taboola, as well as Outbrain, amongst others. 

Marketing Featured South Asia

22feet Tribal Worldwide appoints Vishnu Srivatsav as new national creative director

Mumbai, India – DDB Mudra Group’s media agency, 22feet Tribal Worldwide, has appointed Vishnu Srivatsav, former creative head of DDB Mudra’s South office, to be its new national creative director

The appointment of Srivatsav will take over from Debashish Ghosh, former national creative director at 22feet Tribal Worldwide, and will continue to report to Rahul Mathew, DDB Mudra Group’s chief creative officer. With Srivatsav at the helm, the agency aims to marry brand-first thinking with digital-first solutions as it gears up for the next phase of growth.

Since his appointment at DDB Mudra in 2015, Srivatsavhas led some of the Group’s award-winning campaigns that also sparked conversations. Under his leadership, DDB Mudra’s South office produced work such as Puma’s Suede Gully and Battlegrounds Mobile India’s Game Responsibly.

Commenting on his new role, Srivatsav said, “It’s been a terrific journey with the DDB Mudra group so far. And to lead an awesome team of creatives and be part of one of the most exciting names in digital – 22feet Tribal Worldwide – is nothing short of a privilege. Can’t wait to get started.”

Meanwhile, Mathew commented, “Vishnu has been a great partner to the organisation in our pursuit of creative excellence. He recently led our South office to one of our best years creatively. I look forward to him taking this momentum and his infectious energy into the exciting opportunity at 22feet.”

Preetham Venkky, 22feet Tribal Worldwide’s president, shared that Srivatsav has always been a huge source of inspiration for the creative team at 22feet. 

“His grasp on culture, specifically internet culture, is arguably the best in the country and established through his work over the years. We are super excited to have him come aboard, to inspire, shape and establish the culture of excellent creative work for our clients,” said Venkky. 

Just recently, 22feet Tribal Worldwide has won the digital mandate of Porter, India’s marketplace for intracity logistics, with the primary focus on brand awareness and community building.

Marketing Featured South Asia

Silvin’s latest campaign spotlights side-effects of self-compounding PCV additives

Mumbai, India – India’s lead-free additive brand, Silvin, has launched a new campaign for its new offering ‘All-in-One Super1Pack’. This campaign, which is centred around cricket, playfully highlights the disadvantages of not having the right mix of PVC additives and how that could affect the manufacturing process.

According to Silvin, the combinations and ratios of additives like stabilisers, lubricants, impact modifiers, and processing aids are indispensable to PVC and CPVC manufacturing. Manufacturers, however, measure their own combinations, also known as self-compounding, which can be detrimental to the process. Silvin’s All-in-One Super1Pack solves this problem by providing the right combination of additives for better output.

Developed in partnership with DDB Mudra, the film draws attention to the side effects of self-compounding by showing a field full of wicketkeepers struggling to play a game of cricket. While it somewhat works, it’s not the game we all know and love because it lacks the right mix of players that perform different roles.

Jagat Chokshi, Silvin’s director, shared that the PVC/CPVC industry is highly dependent on self-compounding when it comes to additives that are crucial to the manufacturing process. 

“At Silvin, we achieve the right combination of additives through customisation and innovation, which is not only cost-effective for our clients but is also environmentally friendly,” said Chokshi.

Meanwhile, Pallavi Chakravarti, DDB Mudra’s creative head – West, commented that they strongly believe that brands are built through engaging and effective story-telling – whether they be consumer-facing or industrial in nature.

“The Silvin campaign, created by our Ahmedabad office is a prime example of us realising that belief through a light-hearted execution that lands the product benefit sharply via a metaphor that is universally understood,” said Chakravarti.

The new campaign is now live across social media and digital platforms.

Marketing Featured South Asia

Razorpay’s new ad speaks to founders about the joys of automated payroll management

India — Razorpay, a full-stack financial solutions company, has collaborated with the Indian clean label food brand, The Whole Truth Foods (TWT), for its latest and unique RazorpayX Payroll campaign.

The first-of-its-kind campaign will see Shashank Mehta, founder and CEO of TWT, feature in one of its ads, making it the first time a start-up founder, who has been the face of his own brand, be featured in an ad of another brand.

The objective of this minute-long RazorpayX Payroll ad is to build awareness about the ease and benefits of automating payroll management. Managing payroll compliance is one of the top significant issues faced by business owners. This campaign is an effort to make entrepreneurs aware that while starting up in itself is hard, their payroll and compliance shouldn’t be.

Razorpay has collaborated with 6 prominent startup founders, possibly making it India’s first-ever payroll marketing campaign, designed for founders and by founders, narrating real-life challenges they face at the end of every month around managing payroll compliance. All the founders shot the ads purely on goodwill, and strong trust in RazorpayX’s mission, that is – simplifying banking for businesses.

The second phase of the campaign will be live across 11 cities such as Bangalore, Mumbai, Delhi, Chennai, and Hyderabad, to name a few. Additionally, it will feature other founders namely Ankur Warikoo, founder of, Ragini Das, co-founder of Leap.Club, Awais Ahmed, founder and CEO of Pixxel, and more.

Gaurav Ramdev, head of marketing for RazorpayX, said, “A big shout out to all the 6 founders who featured in this campaign and our creative partners, Talented, led by PG Aditya for bringing this to life in such a unique, light-hearted and fascinating manner.”

Meanwhile, Mehta said he started The Whole Truth Foods in response to the caveat emptor style of marketing where one could get away with the minimum amount of truth that was legally defensible and that wanted to tell people, the whole truth, and let them decide for themselves.”

“So, it just felt like another moment of sharing the whole truth with the world when Razorpay reached out to me with an idea to share my genuine appreciation for their product. We have been customers almost right from the beginning and I have unlocked so much time that I have productively spent in building what I love because of RazorpayX Payroll. They have an amazing product and a great team and it has been a pleasure working with them, both as a customer and an endorser,” Mehta said.

Marketing Featured South Asia

Laqshya Public Relations launches news distribution solution ‘’

Mumbai, India – Laqshya Public Relations, the PR vertical under marketing communications Laqshya Media Group, has launched its news distribution service ‘’ for brands seeking to tell their stories.

This offering aims to provide customised solutions in the print, online, and electronic media domains with the best placement opportunities for clients based on their specific requirements. is managed and developed by the in-house team of media experts and developers to offer its clients the press release distribution services and media coverage platform. It seeks to boost the client’s brand by immediate submission to major news sites at a very competitive price range.

Manoj Barman, Laqshya Public Relations’ VP and head, noted that is a customer-focused news distribution platform which can become the one-stop-shop for all clients’ PR needs, and when they add in cutting-edge technology, one and a half decades of experience in the industry, a user-friendly interface, and transparent pricing, it’s easy to see why companies should trust them to tell their stories in the modern-day. 

“Brands must share their stories with relevant audiences to establish a collaborative partnership and efficiently and cost-effectively address their publishing needs. Our new offering allows companies to send their news to a curated network of journalists and media outlets. We believe that it will be the key to success for many organisations in creating an impactful brand narrative that drives brand growth and credibility,” he said. 

Barman added, “The future of PR is in strong storytelling in the digital world. Laqshya PR helps brands and organisations to identify, connect and engage with customers and stakeholders to drive business results.”

Meanwhile, Atul Shrivastava, Laqshya Media Group’s group CEO and executive director, shared that they are a group of diverse entities and have recently started their PR vertical under the able captaincy of Barman and is his brainchild. 

“If you are someone looking for authentic and effective PR distribution and subsequent placements and more, avail of our bespoke packages to get the best-in-class results in the market,” said Shrivastava.