Tag: India

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.”

India – Britannia 5050 has launched Season 2 of its 4th Umpire campaign, now hosted on a new digital platform, 5050Cricket.in, tapping into India’s enduring passion for cricket.

Conceptualised by creative agency Schbang, the Britannia 5050 4th Umpire campaign invites fans to play the role of an umpire by predicting the outcomes of match scenarios presented online. Participants who make accurate calls can win rewards such as match tickets and cashback.

To support the new season, a series of television commercials depict everyday situations where people act as umpires—whether in a train compartment or settling a dispute over a kite—reflecting the campaign’s central idea that everyone in India has a view on the game.

Speaking on the campaign, Umma Saini, CCO at Schbang, said, “Anything can happen during the peak T20 season, and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community, and that’s part of our beauty.”

“We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season – to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A kite or a catch, ab India me har koi banega umpire,” Saini added.

To access the game, fans can scan a Britannia 5050 pack and play 4th Umpire by watching match scenarios and making their predictions.

Siddharth Gupta, general manager of marketing at Britannia, said, “Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over.”

India – Dentsu South Asia has strengthened its leadership team as part of its integrated growth strategy, appointing Amit Wadhwa as CEO of Dentsu Creative & Media Brands for South Asia and Anita Kotwani as chief client officer for South Asia.

In his expanded remit, Wadhwa will oversee Dentsu’s creative and media practices across South Asia, driving closer collaboration among the network’s three creative agencies—Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR—and its five media brands: Carat, dentsu X, iProspect, Posterscope, and Sokrati.

Wadhwa’s key focus will be to dismantle silos and foster a unified operating model that aligns creative and media as a cohesive, integrated force.

“This level of integration hasn’t been done in a long time, giving us the opportunity to shape a new way forward. Success isn’t about a single idea or individual – it happens when the right people collaborate, take ownership, and act with intent. That mindset is what’s driving the next phase of growth at dentsu South Asia,” Wadhwa stated.

“For years, Media and Creative have been distinct powerhouses, each delivering impact in their own way. But the future demands integration, not silos. We are bringing them together – not just for efficiency, but to create a more connected, agile, and strategic approach to solving challenges. 2024 laid the foundation for dentsu; 2025 is about momentum – bigger ideas, faster execution, and smarter impact. With some of the brightest minds in the industry, I’m excited for what’s next,” he further emphasised.

Meanwhile, Kotwani will lead client-centric strategies aimed at deepening partnerships and aligning solutions with rapidly evolving business needs. As chief client officer for Dentsu South Asia, she will drive transformative growth by embedding client-first thinking into every strategic decision.

She will oversee integrated client teams across creative, media, and CXM while also expanding the network’s footprint in high-growth areas such as business transformation (BX), retail, and commerce. Her focus will be on delivering tailored, high-impact solutions by leveraging network-wide expertise, advanced technology, and strategic partnerships.

Kotwani commented, “Clients power everything we do. This role is about creating high-impact partnerships by understanding their challenges and delivering solutions that generate measurable business growth. My focus is on accelerating their success through integrated capabilities, tailored strategies, and seamless execution. We are leveraging dentsu’s full ecosystem to create market-leading solutions that enable brands to scale, adapt, and lead with confidence.”

She added, “With extensive experience in building enduring client relationships and shaping large-scale media and marketing initiatives, I am committed to delivering long-term value. We are bringing together expertise, innovation, and deep market insights to help businesses unlock new opportunities, strengthen brand positioning, and create exponential impact. This is about setting new benchmarks for growth and ensuring our clients stay ahead in an ever-evolving market.”

This strategic leadership realignment reinforces Dentsu’s commitment to delivering seamless, insight-led solutions under a unified vision. Both Wadhwa and Kotwani will report jointly to Harsha Razdan, CEO for South Asia, and Prerna Mehrotra, CCO and CEO of Media for APAC.

Razdan said, “Marketing today is more complex than ever, but complexity shouldn’t slow businesses down. At dentsu, we’re making it simpler, smarter, and more human. Our ‘One dentsu’ model brings together media, creative, technology, and customer experience to solve real business challenges. Impact comes from both integration and transformation.”

“Amit will drive powerful ideas that break silos and unlock new possibilities, while Anita will deepen client partnerships to ensure our strategies create measurable growth. Together, they will lead people-centered transformations, helping brands navigate change with clarity, confidence, and results. This is ‘Innovating to Impact’ in action – marketing built for the future, today,” he added.

India – Britannia Industries, in collaboration with WPP, has launched ‘Britannia A-Eye’—an AI-powered retail innovation built on Google Gemini and Vertex AI Multimodal Live—designed to transform the shopping experience for the visually impaired.

Britannia A-Eye turns a smartphone into an intelligent shopping assistant, allowing users to scan their surroundings using the device’s camera. The AI interprets the environment and provides voice-guided navigation through store aisles, which are customised for each retail layout.

The solution also identifies products and gives access to key details such as pricing, ingredients, nutritional information, and expiry dates. Currently, this feature is enabled for Britannia products, removing the need for external assistance and breaking down barriers to information.

As a first-of-its-kind initiative, Britannia A-Eye harnesses Google Cloud’s advanced multimodal AI capabilities to enable seamless navigation, real-time product recognition, and instant access to product data—empowering visually impaired consumers to shop with greater independence.

Siddharth Gupta, general manager for marketing at Britannia Industries, said, “At Britannia, we believe that technology has the power to break barriers and create a more inclusive world. Britannia A-Eye is a testament to how innovation can revolutionise inclusivity in retail. This initiative is not just about leveraging cutting-edge technology—it’s about fostering equity and independence for all consumers. We are proud to be at the forefront of this transformation and look forward to shaping the future of inclusive retail.”

Amar Jain, co-founder of Mission Accessibility, lawyer, and a key advocate for accessibility, also commented, “For the visually impaired, the ability to shop independently is not just about convenience—it’s about dignity. Britannia A-Eye is a powerful step towards ensuring that visually impaired individuals can experience shopping as it should be—autonomous, seamless, and barrier-free. It’s inspiring to see technology being used in such a transformative way, and I hope this paves the way for a more inclusive ecosystem across industries.”

The pilot was creatively conceptualised and executed by global media agency Mindshare and global creative agency VML, with support from Mithra Jyoti.

Amin Lakhani, CEO of Mindshare South Asia, said, “A-Eye, our collaboration with Britannia, exemplifies WPP’s commitment to leveraging technology for inclusive retail. By merging brand vision, agency expertise, and AI innovation, we are creating a smarter, more accessible shopping experience for the visually impaired. This initiative paves the way for industry-wide adoption, where AI-led content helps dissolve barriers, empowers every community, and strengthens the very fabric of our diverse society by fostering equity, accessibility, and inclusivity for all.”

Babita Barua, CEO at VML India, added, “At VML, we believe creativity and technology can come together to create something truly meaningful and drive real change. That’s how Britannia A-Eye was born – an AI-powered voice assistant designed to make shopping more independent and intuitive. This initiative isn’t just about accessibility. It’s about empowerment, choice, and self-reliance. We’re proud to partner with Britannia to take this step towards a more inclusive world – because true innovation leaves no one behind.”

Britannia Industries launched the pilot in collaboration with MORE Retail and Mithra Jyoti, leveraging Google Astra’s capabilities to enhance the retail experience for the visually impaired. The initiative was tested with 4,000 visually impaired individuals at the MORE Supermarket in TC Palya, Bengaluru, offering a hands-on experience of the technology in a live retail environment.

Vidhyashankar Jayaraman is the chief merchandising and marketing officer at More Retail Pvt. Ltd, commented, “Retail should be accessible to all, and Britannia A-Eye is a bold step towards making that vision a reality. This initiative ensures that visually impaired shoppers can navigate stores and make informed decisions independently. We are proud to be part of a movement that is setting new standards in inclusive retail.”

Meanwhile, Daniel Hulme, chief AI officer at WPP, stated, “Our partnership with Google is about pushing the boundaries of AI-driven innovation. With Britannia A-Eye, we’re not just creating technology—we’re redefining inclusivity in retail, proving that AI can be a force for good, transforming lives and empowering communities. While this initiative is still in its early days, it holds the promise of fundamentally changing the way retail is experienced, ensuring accessibility is not an afterthought but a standard for all.”

India – Cheil South West Asia (SWA) has appointed Jitender Dabas, widely known as Jeetu, as the new CEO of Cheil X. In addition to this leadership role, he will also take on the responsibilities of group chief strategy officer (CSO) for Cheil SWA.

Cheil X functions as an independent, full-service agency within the Cheil India SWA group, handling a diverse portfolio of accounts beyond Samsung. In his new role, Dabas will oversee Cheil X’s operations in Delhi and Mumbai while also managing the broader network of agencies within the Cheil SWA group.

His responsibilities will include driving creative, strategic, and digital marketing initiatives, along with influencer marketing, technology solutions, content production, retail design, and performance-driven strategies. Additionally, he will provide strategic direction across all Cheil SWA agencies.

Carlos Limseob Chung, managing director of Cheil India and president of Cheil SWA, said, “We’re thrilled to welcome Jitender Dabas to the Cheil SWA Group and family. His reputation as a professional and leader precedes him, and his appointment marks a significant milestone as Cheil X enters its next phase of growth and transformation.”

“With our scaling up of our capabilities in digital marketing through Experience Commerce, content production through CYLNDR, retail design & branding through newRx, and digital media and influencer marketing, there couldn’t have been anyone better than Jeetu to drive this intersection of creativity, strategy, and technology into a new future-focused agency,” he added.

Dabas joins Cheil X from McCann Worldgroup, where he served as COO, CSO for India, and head of effectiveness for APAC. An IIT Delhi alumnus, he is a renowned strategic leader in global advertising with a career spanning WPP and IPG. A recipient of the WPP Atticus Award, Dabas has earned over 100 advertising awards and served on prestigious juries, including Cannes Lions and Effies.

Speaking about his appointment, Dabas said, “I am really excited about leading Cheil X at this pivotal moment in its journey in India. As an industry, we are all acutely aware of the change that is upon us. The old models are giving way, and newer models haven’t yet crystallised. And the truth is that disruptive creativity and big brand strategy, only when deployed across the persuasion funnel, will lead to truly impactful outcomes.”

“Cheil is a global leader when it comes to solutions at the intersection of creativity and technology, and I am excited about partnering businesses and brands in India with all the new-age capabilities that Cheil is building in India. I’m looking forward to creating something future-facing: an agency that doesn’t just keep up with change but leads it,” he added.

India – Grey India has appointed multi-award-winning creative leader Harsh Kapadia as its chief creative officer, signalling a bold move to strengthen its creative leadership and drive innovation in the Indian market.

Mumbai-born and globally acclaimed, Harsh Kapadia joins Grey India from MRM New York (part of McCann Worldgroup), where he has served as chief creative officer since 2021. His appointment marks a return to the WPP network, bringing with him a wealth of experience from his leadership roles at VML and JWT.

Over the years, Kapadia has held senior creative positions at VML and JWT across New York, London, Melbourne, and Mumbai, working with leading brands such as Kleenex, Smirnoff, Rolex, and Nestlé. His ‘Drink Up’ campaign at VML earned recognition from Michelle Obama, and he played a key role in securing the agency’s first Pride of Cannes Lions. 

A multi-award-winning creative, his work has been recognised at Cannes Lions, D&AD, One Show, Clios, and Spikes Asia. He has also served as a jury member for top industry accolades, including Cannes Lions and D&AD Impact.

Kapadia’s return to India is particularly significant given his deep understanding of the local market and his exposure to global best practices. With experience spanning four continents, he has a proven track record of delivering impactful campaigns for global clients such as Google, Reckitt, Motorola, Lego, New Balance, and Diageo.

In his new role at Grey, Kapadia will be based in India and report to Grey’s global chief creative officer, Gabriel Schmitt. He will also collaborate closely with Anusha Shetty, CEO of Grey India, who brings over 25 years of marketing and advertising experience.

“I’m thrilled to continue my global journey while returning to WPP and lead Grey India at such a transformative moment. Partnering with Anusha and the exceptional team at Grey, I’m eager to harness the philosophy of Cultural MacGyverism—blending rich local insights with cutting-edge marketing—to create work that drives real business impact,” Kapadia said. 

Together, Kapadia and Shetty will lead Grey India’s next phase of growth across its Mumbai, Delhi, and Bangalore studios, focusing on delivering famously effective creative solutions that connect with local audiences and make a global impact.

“India presents a tremendous opportunity, both culturally and economically. We need to be at the forefront of marketing and communications, creating exceptional work for the remarkable brands we represent there,” Schmitt said. 

He continued, “Harsh’s experience in New York, London, Melbourne and India, coupled with his deep understanding of the local culture, makes him the ideal leader to drive lasting value for our clients. With Harsh and Anusha at the helm, our clients will gain a significant creative advantage and unparalleled client partnerships. Can’t wait to see the ideas flowing.”

“Harsh’s return to India is an extraordinary win for Grey. He is a well-known creative force with deep experience across brands and strongly believes in the application of technology to ideas and ideas to technology; we couldn’t have asked for a stronger addition to leadership,” Shetty added. 

Kapadia’s appointment highlights Grey’s dedication to elevating its creative excellence in the vital Indian market, leveraging his unique fusion of local insights and global expertise.

Sarah Trombetta, CEO of Grey APAC, said, “Bringing together the proven leadership of Anusha Shetty with the creative vision of Harsh, whose experience spans the spectrum from cutting-edge AI-driven technology solutions to time-tested traditional advertising, sets Grey India up for an exciting future.”

“This breadth of world-class expertise will allow us to craft uniquely effective campaigns that resonate with diverse Indian consumers across all platforms and touchpoints,” she added.

India – Dentsu Creative Isobar has been appointed as the integrated creative agency for Forevermark, the diamond jewellery brand under the De Beers Group, following a multi-agency pitch.

Under the mandate, Dentsu Creative Isobar will develop a distinct brand identity for Forevermark, reinforcing its independent presence in the luxury jewellery market. The agency will focus on a storytelling approach that connects with modern consumers while balancing the brand’s heritage with contemporary appeal.

Dentsu Creative follows a philosophy of ‘transformative creativity’, which it describes as a means to drive growth and progress across businesses and society. As part of its collaboration with Forevermark, the agency is working on a new brand campaign set to launch later this year, aiming to reshape the brand’s positioning and appeal.

Commenting on the win, Simi Sabhaney, chief growth officer at dentsu India, stated, “In our first interaction with the Forevermark team, we saw an opportunity to co-create something momentous, beautiful, and lasting, yet modern. Not much later, we realised that we would enjoy the chemistry between teams just as much! India is one of the world’s biggest and most complex jewellery markets, and this could be a ‘Make in India, make for the world’ brand.”

Sahil Shah, president of Dentsu Creative Isobar, emphasised, “We are truly excited about the opportunity to bring such an iconic brand with a deep legacy to new-age consumers in a fresh, modern avatar. This collaboration will enable us to own and deliver the end-to-end creative, ensuring that Forevermark’s communication is consistent across all platforms and mediums.”

Shah added, “As a new-age creative agency, we will remain committed to blending the timeless elegance of luxury with the spirit of modernity. We’re excited to bring brand and digital-first thinking with modern ideas, setting new benchmarks for excellence in the luxury space. Exciting times ahead, for sure! ”

The partnership signals a new phase for Forevermark as it refines its brand narrative and strengthens its presence in the luxury diamond jewellery market. The account will be managed from Dentsu Creative Isobar’s Mumbai office.

Speaking on the partnership, Amit Pratihari, managing director at Forevermark India, said, “India has a deep-rooted love for natural diamonds, and Forevermark celebrates that connection by bringing the world’s most beautiful, rare, and responsibly sourced diamonds to discerning consumers. Backed by De Beers’ 135-year legacy of diamond expertise and integrity, we are committed to offering jewellery that is not just exquisite but also carries a promise of authenticity and responsibility.”

“With Dentsu Creative Isobar on board, we look forward to strengthening our brand presence in India by creating campaigns that not only reflect our values but also resonate with the modern Indian woman—her aspirations, her milestones, and her ever-evolving journey,” he added. 

Meanwhile, Shweta Harit, SVP at Forevermark Global, commented, “From a global perspective, India is a key strategic market with a strong appetite for accessible luxury, making it an essential part of our growth journey. Forevermark speaks to the self-assured optimist—someone who acknowledges every chapter of her life and chooses to celebrate it with meaning.”

“With Dentsu Creative Isobar as our partner, we are crafting a differentiated campaign that aligns with the brand’s global ideology, bringing alive the significance of a woman’s journey through the timeless beauty of natural diamond jewellery. By blending international codes of storytelling with Forevermark’s promise of rarity, beauty and authenticity, we aim to inspire and connect with a new generation of diamond lovers worldwide,” she added.