Tag: India

India – To mark Republic Day, Axis Bank has teamed up with AutumnGrey, a Grey company, to introduce a new approach to digital security by rethinking how PINs are created and remembered.

The ‘Devanagari PIN,’ developed by Axis Bank and AutumnGrey, uses a custom-built font that incorporates hidden numbers within the Devanagari script, presenting an innovative approach to digital security rooted in Indian tradition.

This PIN departs from common combinations like birthdates, anniversaries, and patterns, which often leave users vulnerable to fraud. By embedding hidden numbers within the Devanagari script, it acts as a visual mnemonic, making PINs easier to recall while significantly enhancing security.

The Devanagari PIN introduces a unique feature that allows users to convert everyday words, such as a name, mantra, or place, into secure and hard-to-guess PINs. This approach enables the creation of personalised PINs that are easier to remember while enhancing security.

“Innovation doesn’t always mean inventing something new. It can also mean reimagining what we already have. With Devanagari PIN, we’ve transformed a global issue into a distinctly Indian solution. This is creativity with purpose, making banking safer and more personal for millions,” said Anusha Shetty, chairperson and group CEO of Grey India.

Axis Bank users can create their own Devanagari PIN by visiting www.devanagaripin.com.

India – Tata Trusts, one of India’s oldest and most respected non-sectarian philanthropic organisations, partnered with creative agency RepIndia to launch a heartfelt campaign celebrating grassroots progress and bringing to life the transformation of dreams into reality.

Tata Trusts’ Republic Day campaign draws inspiration from the familiar childhood exercise of writing essays about ‘India of my dreams,’ highlighting how aspirations on paper transform into tangible progress when met with action.

Created by RepIndia, the campaign film uses paper cutouts and stop-motion animation, paired with a catchy jingle inspired by nukkad naatak and grassroots storytelling. It highlights India’s tangible progress, showing how dreams on paper have become reality.

In an Instagram post, Tata Trusts wrote, “This Republic Day, we are reminded that the Constitution is a collective promise—a call to action that channelises aspirations and forms the foundation for a progressive society and nation.”

“On this day, Tata Trusts rededicates itself to nation building by continuing its efforts to empower communities, helping them turn aspirations into actions,” Tata Trusts added. 

India – FleishmanHillard has appointed Madhulika Ojha as managing director of its India operations, tasking her with driving the agency’s growth, strategy, and transformation in one of its key markets.

Ojha brings nearly 20 years of strategy consulting expertise, specialising in large-scale transformation programs that drive market share growth, enhance shareholder value, and improve operational efficiency through technology. Most recently, she was executive director of EY India’s Strategy and Transactions advisory team, where she guided C-suite leaders across diverse industries.

Her career includes leadership roles at global firms such as Capgemini, Deloitte, TCS, and Tech Mahindra. Ojha has also advised Fortune 500 companies across financial services, consumer, automotive, and life sciences sectors, with experience spanning Asia, Europe, and the Americas.

Based in Mumbai, Ojha will lead the strategy, operations, and growth of FleishmanHillard’s India offices. In her new role, she will report directly to Joanne Wong, Asia Pacific president and senior partner.

Wong said, “At FleishmanHillard, we focus on the role communications play in driving business outcomes and influencing C-suite priorities and board discussions. Madhulika’s expertise in post-merger integration, deals and transactions, and the financial communications ecosystem offers us growing opportunities to strengthen our position as a trusted advisor. As India’s business and financial landscape evolves rapidly, her leadership will enable us to better support clients in navigating this dynamic environment. We are thrilled to have her join us and lead the next phase of growth and transformation for our India operations.” 

Wong added, “Our focus for India and the broader APAC region in 2025 is to further solidify our unique position as a business-critical advisor, offering both high-level strategic counsel and robust implementation for clients. With management consulting leaders like Madhulika bringing greater strategic depth, combined with our trusted brand, leading global networks, and comprehensive offerings, we are confident in achieving this priority.” 

Also speaking on her new role, Ojha said, “The FleishmanHillard team in India has built an impressive foundation, and I’m excited to build upon their success. The agency’s commitment to delivering business-informed, technology-powered communications that drive tangible business outcomes aligns perfectly with my passion and professional experience. I look forward to contributing and collaborating with the team to help clients protect, transform, and grow their businesses through strategic communications.” 

India – POCO India, in collaboration with Monks India, has launched its latest campaign featuring Bollywood actor Akshay Kumar as the brand ambassador, aimed at connecting with today’s high-performance youth.

The campaign unveils POCO’s X7 and X7 Pro alongside its new brand positioning, ‘Xceed Your Limits,’ crafted to connect with a social media-savvy Gen Z audience. It speaks to gamers, performers, doom scrollers, and pop-culture enthusiasts, highlighting how the phone’s high performance and AI capabilities empower users to push boundaries and overcome barriers.

Conceptualised and created by Monks India, the campaign features Akshay Kumar in a comic-book-inspired live-action film, paying tribute to the fast-paced, action-packed world of movies and games. Kumar embodies the brand’s ethos of high performance and the signature ‘X’ attitude.

Commenting on the launch, Soven Mandal, executive creative director at Monks India, said, “The lens of advertising a product needs to shift towards content marketing. In today’s world, slapping product advertising on a user’s feed will probably result in getting lost in the clutter of content they see. This is especially true for Gen Z. They need to see content based on what they are willing to watch on their feed organically. More pop culture, fewer ads. And with the superhero shebang of the Marvel and DC universe taking over social media and their fans, it made sense to project the brand to our fans similarly.”

The campaign launched in January with teaser content on social media, culminating in a 60-second film. The end-to-end campaign was developed and delivered within weeks, reflecting the fast pace of today’s social-first culture. It highlights the need for brands to adapt as real-time creators, delivering impactful work that resonates in the moment.

“Our approach was to create a narrative that isn’t just seen but felt, high-energy and engaging, an experience that connects with the audience in a way that feels organic and authentic. With POCO X7 and X7 Pro, we embraced the ‘Xceed Your Limits’’ not just as a message. Our team pushed boundaries by reimagining the typical phone ad into something more than just a product showcase,” said Megha Ahuja, VP of account management at Monks India.

“In production, timing is everything. We were working in real time where speed had to coexist with the highest standards of quality. The entire process from pre-production to final cut was planned meticulously, with seamless coordination and an incredible team effort. It wasn’t just about moving fast; it was about executing with precision under tight timelines, ensuring we deliver a campaign that amplified the essence of POCO X7 and Akshay Kumar Xceed Your Limits,” added Liju Kochummachan, VP of production and COE at Monks India.

India – Mondelez India, the maker of Oreo, has unveiled a limited-edition Pokémon range, featuring an interactive experience that invites fans to explore the exciting digital world of Pokémon.

This launch brings together Oreo cookies and the excitement of collecting Pokémon, with each cookie featuring a unique Pokémon design. For the first time in India, Oreo has introduced a special-edition yellow cookie showcasing 16 distinct Pokémon, adding a collectible element to its digital campaign.

Fans can scan the QR code on the Oreo Pokémon packs to access a digital platform where they can create personalised Pokémon-themed avatars and collect all 16 Pokémon designs featured on the cookies. Each scan adds a new Pokémon to their digital collection, the ‘Oreodex,’ while also unlocking accessories and customisation options for their avatars.

Additionally, other Oreo pack sizes include special Pokémon photo cards and collectible Pokémon stickers for fans to gather and enjoy.

Nitin Saini, vice president of marketing at Mondelez India, said, “This collaboration is all about creating magical moments that bring families closer, spark excitement, and offer something truly memorable for everyone.” 

“Oreo has always been at the heart of joyful rituals, and by teaming up with Pokémon, we’re not only offering an exciting collectible experience, but we’re also bringing a sense of nostalgia for everyone who grew up with Pokémon. This shared love for Pokémon across generations creates a unique bonding experience where families can come together over the thrill of discovery, fun, and play. It’s a playful emotional journey that unites the world of Oreo and Pokémon in the most exciting way possible,” Saini added. 

Susumu Fukunaga, corporate officer at The Pokémon Company, also shared, “We are thrilled to see Pokémon featured on Oreo cookies. This campaign will take Pokémon to fans of both brands all across the country. Customers will enjoy the fun, surprise element of finding out which Pokémon cookies are included in the pack they purchase. We hope that this playful experience will delight our existing fans and help us connect with new audiences as well.” 

This initiative was developed by Dream Theatre, a representative agency of The Pokémon Company in India. 

“We are delighted to bring together two all-time favourites—Oreo and Pokémon—to create a standout experience for fans across ages and endless hours of play, making it a truly meaningful campaign,” said Jiggy George, founder and CEO of Dream Theatre.

Shekhar Banerjee, chief client officer and office head at Wavemaker India, added, “Our approach was to create a dynamic, multi-phase experience that mirrors the excitement of a Pokémon adventure. Be it access to exclusive packs, enabling fans to collect and compete for rewards, each media placement of the campaign is carefully crafted to spark curiosity, build anticipation, and drive sustained engagement.”

India – Ludic, the footwear-first lifestyle brand, has launched a new ad campaign for its latest slider collection, blending relatable nostalgia and humor to highlight the comfort of its stylish footwear. 

Created by Braindad, Ludic’s new ad film offers a light-hearted take, showcasing the comfort and versatility of its sliders through a humorous interaction between a customer and a sales staff. The storyline playfully suggests that, despite exploring various options, Ludic sliders remain the top choice for both comfort and style.

The campaign, with the tagline “Comfort aisa, ki ab kya bataayein (Comfort so good, words can’t describe it),” blends nostalgia and humour to create a relatable and enjoyable experience. Through its witty execution, the campaign captures the brand’s essence while connecting with a broad audience.

Commenting on the launch, Ishit Jethwa, founder of Ludic, said, “At Ludic, we’ve always been committed to crafting products that blend comfort with bold, stylish designs. With over six months of meticulous development behind them, our new Sliders break the mould—quite literally. Furthermore, with multiple colourways and a competitive price point, we are confident that this product will enjoy a large acceptance. And working with Braindad on the campaign was an incredible experience, as this film perfectly captures the essence of Ludic—fun, functional, and deeply relatable.”

Vishal Dayama & Devarsh Thaker from Braindad added, “Working with Ludic has been super! At Braindad, we love brands that approach the unconventional ideas we bring to the table with a certain trust and freedom—allowing us to cook! Ludic has been a really supportive partner through this journey of concept to execution where humour and individuality shine, bringing forth the brand’s vision and personality.”

Ludic’s Slider collection reflects the brand’s vision, offering a blend of all-day comfort and a fresh design. Crafted from the ground up, it aims to meet the demand for both comfort and style in footwear.

India – Enormous Brands has appointed Akshat Trivedi as its national creative director – West, bringing onboard a seasoned creative leader renowned for his impactful campaigns and innovative storytelling.

Trivedi transitions to Enormous Brands from The Womb, where he served as creative partner and played a pivotal role in crafting iconic campaigns for brands like Fogg and Saregama Carvaan. 

At Enormous, Trivedi will lead the creative vision for the western region, driving innovative campaigns and cultivating a culture of creativity across diverse client portfolios. He will mentor creative talent and ensure the agency delivers work that exceeds audience expectations.

Before joining Enormous, Trivedi built an impressive career at Ogilvy, Ibs Fulcro, and The Womb, where he consistently delivered impactful, results-driven campaigns. His portfolio includes work for leading brands like Fogg, Saregama Carvaan, Piramal Finance, Star Plus, Astral, Vicco, Cadbury Perk, and Mumbai Indians. At Ibs Fulcro, he was instrumental in creating award-winning campaigns for UPI, Kotak, and Bajaj Electricals, effectively blending digital and traditional creative approaches.

A storyteller at heart, Trivedi co-wrote the screenplay and dialogue for the feature film Trial Period, earning Filmfare OTT Award nominations for Best Original Screenplay and Best Dialogue, showcasing his talent for crafting compelling narratives.

Trivedi’s appointment underscores Enormous’ dedication to pushing creative boundaries and driving exceptional innovation.

Speaking on his new role, Trivedi said, “As I write this, it has already been a few days working with the super talented bunch of people at Enormous. Their minds are always buzzing with ideas, and their hearts not only applaud individuals in the team but also celebrate great advertising work, no matter which agency or place they come from. I believe it comes from or rather multiplies by the way Ashish thinks and feels about advertising. I am thrilled to be a part of the Enormous team and look forward to creating great work together.”

Ashish Khazanchi, managing partner & CCO at Enormous Brands, stated, “Akshat’s work speaks volumes. His ability to blend compelling storytelling with a nuanced understanding of consumer behaviour sets him apart. At Enormous, we’re committed to redefining creativity in the industry, and Akshat’s leadership will be instrumental in this journey.” 

India – Duolingo, in partnership with creative agency Talented, has unveiled a vibrant new campaign steeped in Tamil pop culture, marking the launch of its latest language-learning course, ‘Learn English from Tamil.’

The campaign introduces ‘English Vaathi Duo,’ inspired by ‘Vaathi,’ the Tamil word for teacher, and filled with the style, energy, and charm of Tamil cinema. By embodying Kollywood’s mass-entry flair and adopting a nickname that reflects Tamil Nadu’s love for creative monikers, the campaign blends Duolingo’s global appeal with local cultural pride.

Duolingo and Talented tapped into iconic pop culture moments, featuring vibrant dance sequences, catchy kuthu beats, and larger-than-life theatrics to breathe life into the campaign. The result is a seamless fusion of Duo’s playful, persistent charm with the dazzling spectacle of Tamil Nadu’s superstar-driven culture.

Karandeep Singh Kapany, regional marketing director at Duolingo India, said, “Localisation lies at the heart of our mission to make language learning accessible and relevant for everyone. With the ‘Learn English from Tamil’ course, we’re excited to offer Tamil speakers an opportunity to learn English in a way that feels culturally resonant and engaging. India’s linguistic diversity inspires us to create courses that reflect the unique needs of our users, and this launch is another step in our journey to empower learners across the country.” 

Abhishek and Nikhil Unni, brand strategy and creatives at Talented, also shared, “In Tamil Nadu, earning a moniker isn’t just about a name—it’s a rite of passage. It signifies a connection with the people, an acceptance into the cultural fabric of this vibrant state.” 

“With ‘English Vaathi Duo,’ we wanted to create a moniker that not only reflects Duo’s role as a teacher but also becomes a natural extension of Tamil Nadu’s pop culture landscape. This campaign was the result of a true meeting of minds between the brand, production, and agency teams, moving in lockstep to every stage with a shared excitement, trust, and unwavering commitment to the idea,” they added. 

The launch of the Tamil language learning course marks Duolingo’s fourth addition to its series of free, engaging, and culturally resonant English lessons taught in regional languages, following Hindi, Bengali, and Telugu.

“Duo, a mascot with a global mass appeal and an outrageous brand of humour, gave us the perfect canvas to reimagine his personality through the lens of Tamil cinema’s flair and energy. Exploring this superstar flavour for the campaign was not just a fun creative challenge but an incredibly rewarding experience that allowed us to celebrate the best of both worlds,” Abhishek Jayakrishnan and Naveen Cano, directors and co-founders at Out of Syllabus Productions, said. 

India – Microsoft has announced a US$3b investment in India over two years to enhance cloud and AI infrastructure, skilling, and establish new datacenters, driving AI innovation in the country.

During his visit to India, Microsoft Chairman and CEO Satya Nadella announced plans to expand the company’s cloud and AI infrastructure across its datacenter campuses. With three datacenter regions already operational and a fourth set to launch by 2026, the investment aims to build a scalable AI ecosystem to support India’s growing AI start-ups and research community.

The new datacenters will also feature zero-water cooling, reinforcing Microsoft’s commitment to sustainable AI growth. Additionally, long-term renewable energy contracts with Amplus and ReNew support the company’s goal of becoming carbon-negative by 2030.

Nadella said, “India is rapidly becoming a leader in AI innovation, unlocking new opportunities across the country. The investments in infrastructure and skilling we are announcing today reaffirm our commitment to making India AI-first and will help ensure people and organisations across the country benefit broadly.”

Puneet Chandok, president of Microsoft India and South Asia, further explained, “In the last 12 months Microsoft has been a copilot to making AI a reality in India, taking it from boardrooms to classrooms, commerce to communities, and finance to farmers. Today’s announcement strengthens our belief in India’s potential and our resolve to equip the country with the resources and future-ready skills needed to excel in the global marketplace. We will continue to use AI to unlock possibilities for the next few decades and ensure communities across the country have access to the compute they need to prosper in the AI era.”

Moreover, Microsoft plans to bolster India’s long-term competitiveness by equipping 10 million people with AI skills over the next five years through the second edition of its ADVANTA(I)GE India program. As part of Microsoft’s Global Skills for Social Impact charter, the program will deliver training in collaboration with government, nonprofit, and corporate partners, as well as local communities.

Shri Jayant Chaudhary, Minister of State (Independent Charge), Ministry of Skill Development and Entrepreneurship, said, “India’s vibrant youth and tech talent are key to shaping the future of AI. Through the ‘AI for India’ mission, we aim to empower citizens with cutting-edge AI skills, driving innovation, creating jobs, and bridging the digital divide. Collaborations with global leaders like Microsoft and similar companies are pivotal in this transformation. By equipping our workforce, especially women and youth, with advanced skills, we are building an AI-ready India, poised for digital leadership and sustainable economic growth.”

To strengthen its commitment to India’s AI ecosystem, Microsoft Research (MSR) Lab also launched an AI Innovation Network. This initiative will drive new collaborations, particularly with digital-native companies, to accelerate the translation of AI research into practical business solutions.

In line with this, Microsoft signed an AI MoU with SaaSBoomi, an Indian B2B startup community. The partnership aims to fuel the growth of India’s AI and SaaS ecosystem, positioning the country as a global product powerhouse and contributing to its trillion-dollar economy.

By combining SaaSBoomi’s network with Microsoft’s technology, the collaboration seeks to support over 5,000 startups and 10,000 entrepreneurs, upskill 150,000 employees, and drive regional development in more than 20 tier II cities. Over the next five years, the initiative aims to create 200,000 new jobs, attract $1.5b in venture capital, and nurture 50 unicorns and soonicorns, advancing innovation, sustainability, and tech infrastructure across India.

Microsoft underscores that its investments in accelerating AI innovation are crucial to supporting Prime Minister Narendra Modi’s vision of transforming India into a developed nation (Viksit Bharat) by 2047.

India – To spotlight its dedication to sustainability, Britannia has teamed up with creative agency Talented for a unique campaign where nature takes centre stage, shaping the brand’s outdoor advertising in a new way.

Titled ‘Nature Shapes Britannia,’ the out-of-home (OOH) campaign features billboards that physically conform to the shape of nearby trees, creating a powerful visual and metaphorical statement about how one of India’s largest organisations adapts to nature, rather than forcing nature to adapt to it.

Each of Britannia’s billboards is paired with a message highlighting the brand’s sustainability efforts across key areas, including plastic neutrality, waste management, circular economy, water stewardship, and energy management. The surrounding trees dictate the design and typography, causing the brand name to bend, curve, or compress based on their shape. 

For Britannia, this approach to the campaign reflects the flexible, adaptive mindset that large brands must adopt to drive real progress in sustainability.

Amit Doshi, chief marketing officer at Britannia, shared, “Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars. Through the years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. This initiative is an embodiment of this flexible approach, with nature shaping ‘Britannia,’ quite literally. The team ensured even the material used for the hoardings was 100% cotton and biodegradable, ensuring we stay committed to the cause we are delivering.” 

The campaign’s creative agency, Talented, collaborated with multiple media partners to execute a unique strategy that defied the usual billboard selection process. Since media agencies don’t maintain data on billboards partially covered by trees in major Indian cities, the team also conducted on-ground surveys to handpick suitable locations.

Speaking on the campaign, Aabhaas Shreshtha, founding member and creative at Talented, explained, “Nature shapes Britannia, and so it was natural for us to want nature to shape its advertising as well. And so began our mission to find ‘rare trees with billboards right next to them.’ After a long and rigorous recce-ing with our media partners, we studied the contours of each tree, understood its growth and coverage, and designed around them. Large-scale sustainability charters are extremely consequential in the bigger picture but can feel distant. By partnering with nature around us to tell the story, Britannia is bridging that gap.” 

Sonia Lal, partner at Coral Media, added, “We were pleasantly surprised when we were briefed on the current campaign ask and honestly feel incredibly proud to support Britannia’s initiative, which is not just a wonderful way to show the impact of the brand’s sustainability initiatives but also a signal from one of the country’s long-standing advertisers to other advertisers and media owners to think differently. Not everything great must come at the cost of nature.” 

The ‘Nature Shapes Britannia’ OOH campaign launched across four cities—Hyderabad, Kolkata, Meerut, and Pune—in collaboration with various tree species, including Nag Kesar, Aam, Neem, and Peepal.