Tag: South Asia

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 – 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.

New Delhi, India – Oppo India is celebrating unity amidst diversity in its latest Diwali campaign ‘Vishwas Ka Deep.’ The campaign highlights the different ways Diwali is celebrated across India.

The campaign film expresses the message “Har Diwali Vishwas Ka Deep Jalati Hai,” which focuses on the hope that connects people across various communities during the festive season.

Featuring various Diwali traditions, the film begins with the celebration of Budhi Diwali in Kullu Valley, where tribes sing and dance around a flame. It then moves to Mandrem, where the Narak Chaturdashi is held, commemorating the destruction of evil through a torch. It also shows the celebration of Thar ki Diwali in Rajasthan, where the puppetry art form can be seen.

The film also features the durability of OPPO’s smartphones, including the Reno12 Pro 5G, F27 Pro+ 5G, and A3 Pro 5G.

Additionally, OPPO has released an interactive microsite showcasing unique Diwali traditions in different places in India.

“With #VishwasKaDeep, we are bringing together the diverse cultural essence of Diwali, and how the light of trust and hope unites families, friends, and communities. We have also created an interactive microsite that allows smartphone users to explore Diwali from various regions and create their AI-driven festive postcards,” Karan Dua, head of brand marketing at OPPO India, said. 

“The sentiment of trust and resilience aligns with OPPO India’s commitment to delivering premium user experiences through durable and reliable smartphones,” Dua added.

New Delhi, India – Vivo, a smartphone brand, has launched a new campaign about the Diwali festival in celebration of its 10 years in India. The campaign, titled ‘The Spirit of Homecoming,’ celebrates the joy of family reunions during the festival.

In partnership with FCB India, Vivo’s campaign highlights the brand’s commitment to building meaningful connections. It reflects the brand’s mission to connect people with their loved ones in India, especially during the festive season.

The campaign tells the story of children who want to return home for the festival, despite being in different areas. Meanwhile, their parents’ longing to see them remains unspoken. It is a reminder that the essence of Diwali is not found in festive lights but at home.

Diwali is the festival of lights celebrated in India during autumn every year.

Geetaj Channana, head of corporate strategy at vivo India, said, “As we celebrate 10 years of vivo in India, this Diwali campaign is a tribute to the unbreakable connections that define us. In a world pulling us in different directions, true joy lies in moments shared with those who matter most.”

“At vivo, our goal has always been to bridge distances and empower consumers to capture life’s meaningful moments. With our innovative camera technology, we enable families to preserve and revisit the joy of togetherness, wherever life takes them,” Channana added.

Mayuresh Dubhashi, chief creative officer at FCB India, commented, “Every festive season, every parent across India, has just one question for their children – ‘When are you coming home?’ Sometimes, it takes the form of words, asked matter of factly, in a phone conversation. And sometimes, it takes the form of pictures – missing fairy lights, that you would help put over the doorway, a missing rangoli, that you would help decorate the verandah with, or a missing smile, that you, and only you, could bring to your parent’s face. This Diwali, vivo celebrates ten years of taking the pictures that bring millions to where they belong during the festive season – to the ones they love.”

India – Dentsu India has appointed Abhirup Datta as chief executive officer of performance media solutions to boost its performance marketing.

In his new role, Datta focuses on driving sales at the performance marketing and digital media agency Sokrati. He is responsible for delivering strategies as it amplifies its market presence and gains clients.

Datta will also lead Dentsu’s recently launched Performance 2.0 initiative to enhance marketing capabilities and drive sales. Performance 2.0 is an approach to performance marketing that leverages AI, advanced data analytics, and automation. 

Prior to his current role, Datta held leadership roles at ZEE5, Disney Star, TUI India, HT Media, and Bharti Retail. He brings over 20 years of experience in various industries, specialising in growing revenues and scaling businesses.

Anita Kotwani, chief executive officer of Dentsu media in South Asia, said, “Abhirup’s leadership is pivotal as we advance our performance marketing capabilities. Our Performance 2.0 approach reimagines performance solutions, encompassing data, analytics, marketplaces, and commerce solutions for today’s dynamic digital landscape. Abhirup’s vision ensures we stay ahead. With Abhirup and Nilesh, we’re poised to shape the future of performance marketing with innovative solutions.”

“It’s a truly exciting challenge to lead dentsu India’s Performance 2.0, and I am absolutely excited about this opportunity. Being part of dentsu in this era of AI and data-driven marketing presents a chance to help redefine what’s possible for brands. With Sokrati’s ability to deliver innovative and market-leading solutions, I look forward to closely collaborating with the incredible teams at dentsu and Sokrati to build a new reality for our network and drive even greater client growth,” Datta commented.

Mumbai, India – The branded content division of Network18, News18 Studio, has announced the appointment of Bobby Pawar as creative consultant. Pawar will oversee creative projects and integrate cutting-edge solutions into brand strategies in close collaboration with the network’s branded content team in this capacity. 

Having worked in the advertising industry for more than 30 years, Pawar is known for his effective work for many different businesses. Over the course of his career, he has won over 400 honours. 

Pawar was chairman & chief creative officer of Havas Group before coming to News18 Studio. Additionally, he had positions as CCO at Publicis and JWT India, where he is credited with rebuilding the agencies’ creative reputations and financial success. 

Speaking about the appointment, S Shivakumar, president, News18 Studio, said, “At News18 Studios, we integrate newsworthy content with a story-first approach to drive conversations and achieve brand objectives. Having someone of Bobby’s stature with us will energise our creative endeavours and also inspire our young team. We look forward to Bobby helping us deliver more impactful solutions that resonate with our brand partners.” 

Meanwhile, Pawar expressed,“It’s an exciting step for me to help create powerful brand stories through engaging content after having done my bit in conventional advertising. I am thrilled to join the talented team at Network 18 and use my experience to push creative boundaries for effective solutions. I look forward to helping create compelling content that not only entertains but also inspires and engages audiences, and equally creates impact for brands.”

Singapore – Multinational pizza restaurant chain Pizza Hut has recently appointed Michelle Wong as its newest marketing director for South Asia to drive growth and elevate brand visibility across all channels. 

In her new role, Wong’s main responsibility will be to provide strategic direction to franchise marketing teams, with a focus on building sustainable plans that drive sales and enhance brand presence across all channels over time. 

In an exclusive interview with MARKETECH APAC, Wong delved into the factors that attracted her to Pizza Hut, the significance of her past experiences in shaping her new role, and her strategic vision for bolstering the brand’s presence and market dominance across South Asia.

Leveraging past experiences for future success

Prior to joining Pizza Hut, Wong served as McDonald’s director of market activation, working with marketing teams in Europe, Asia, the Middle East, and LATAM markets to create robust martech, CRM, customer segmentation, and loyalty strategies. 

In her nine-year tenure at McDonald’s, she had the privilege of contributing to a global and beloved brand, giving her valuable experiences that she believes will be instrumental in her new role at Pizza Hut. 

Amongst these invaluable assets is her ‘outside-in’ perspective, which allows her to leapfrog traditional learning curves in crafting exceptional brand experiences and nurturing enduring fan connections. Additionally, she had also learned to embrace a mindset of experimentation, characterised by rapid learning and acceptance of failure, especially in adopting new technologies and harnessing the power of data.

Strategies for market dominance and navigating the future of F&B marketing

As the newly appointed marketing director, Wong’s main aim is to invigorate Pizza Hut’s presence and market dominance in South Asia through a multi-faceted approach.

Wong emphasised her commitment to continuously refining their delivery, dine-in, and takeaway experiences to exceed customer expectations. Additionally, she will also prioritise active engagement with their audience, amplifying Pizza Hut South Asia’s presence in conversations and listening intently to their feedback. 

Furthermore, Wong plans to introduce more exciting innovations to their menu, offering fresh interpretations of beloved classics to delight Pizza Hut’s loyal fans and attract new patrons alike. 

When asked what she thinks lies ahead for F&B marketing, Wong believes that the future is poised for hyper-personalisation, where real-time data and self-learning algorithms enable highly customised experiences on an individual level.

For her, Pizza Hut is primed to navigate this landscape by embracing exploration and experimentation. By continuously testing and uncovering the key drivers of meaningful customer experiences throughout their journey, they can stay ahead of the curve and ensure that their offerings resonate deeply with their audience.

Embracing the iconic legacy of Pizza Hut 

Speaking on what drew her to join Pizza Hut, Wong explained that it was the opportunity to spearhead the next transformative chapter of such an iconic brand. 

She understands that Pizza Hut is a brand that generation X and older audiences remember fondly for bringing people together, for hot pizza delivery delivered to the door, for the iconic Pizza Hut jingle, and of course, for the great taste of pan and stuffed crust. 

Wong acknowledges the brand’s nostalgic appeal and aims to channel it in a fresh and innovative direction.

“I was drawn to the opportunity of taking this iconic brand into its next transformative journey—modernisation and engaging younger fans. Pizza Hut evokes fond childhood memories for me, and I’m thrilled to be given this opportunity at Pizza Hut South Asia to work with a stellar cast,” she concluded. 

Mumbai, India – Aiming to inspire riders who seek thrill and adventure, Motul, a global brand in fully synthetic premium engine oils for a wide range of automobiles, has recently announced the official launch of its latest advertising campaign on November 22.

Dubbed ‘Next Level Thrill’, the campaign is centred around the celebration of pleasure in riding as well as the engines that power their machines. 

With the company’s premium engine oil for two-wheelers at the forefront, said project also extends to recognising the diverse community of riders and their thrilling experiences. This encompasses all kinds, from high-speed racing to cruising to off-roading and more.

Interestingly, the campaign also brings together some of the difficulties that riders encounter as a result of their riding experience and the passion that motivates them.

Preetam Goswami, director-marketing and business development at Motul India & South Asia, expressed his enthusiasm for the campaign, stating, “At Motul, more than anyone else, we understand that riders are diverse and unique, each seeking their own kind of thrill. ‘Next Level Thrill’ is the connecting link between the unwavering passion for riding and the expertise of Motul engine oil in powering their bikes.”

“Motul India holds great significance in the riding community due to its technological expertise and commitment to premium quality assurance. The 170+ years of global Motul legacy and innovation—for example, the first use of Ester Technology in engine oil gives us an edge and favorability, especially for two-wheelers,” he continued.

Meanwhile, Nagendra Pai, CEO at Motul India and South Asia, also said, “Our vision is to establish Motul India as the preferred brand in the aftermarket lubricant business in India. We recognise the immense potential and untapped opportunities present in Tier 2 and Tier 3 markets for premium products, and increasing our presence and accessibility in these markets remains a key priority for us.

“With this campaign, we aim to leverage our brand equity to drive growth and also create a unique and premium position as a high-performance lubricant brand,” added Pai.

As the creative agency responsible for conceptualising the campaign, Anurag Tandon, SVP and Managing Partner at Wunderman Thompson, said, “We are delighted to partner with Motul in India.”

“The brand is rooted in performance, and with the Indian automobile market evolving rapidly from a commuter-only mindset, a brand like Motul has a tremendous opportunity to become the preferred lubricant brand in India. With this campaign, we intend to strike the right notes with the diverse motorcycle audience who have one common passion, the thrill of riding,” she ended.

India – Posterscope, the OOH specialist agency from dentsu India, has announced the appointment of Pallavi Patil as vice president-strategy to oversee clients nationally and empower strategy across out-of-home, retail, activation, and rural marketing verticals.

In her new role, she will focus on delivering a fresh perspective on the agency’s strategic expertise combined with a rich blend of innovation to clients in the OOH space. 

Pallavi will align with Posterscope’s global vision, addressing complicated issues with simple, strategic, human-centric solutions. She will report to Imtiyaz Vilatra, managing director at Posterscope India.

Prior to joining dentsu, Pallavi led strategy in Madison OOH as their AVP. She has a career spanning over 18 years and has worked with Kinetic Worldwide (GroupM), TNS (Kantar), Nielsen, the Confederation of Indian Industry (CII), and Force Motors.

Over the years, she has carved out expertise in marketing, research, and media strategy. She has also worked on some recognised and awarded OOH campaigns.

Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to have Pallavi as part of the Posterscope family. With her wealth of experience and knowledge, I am confident she will bring a lot of value with fresh insights and ideas. I would like to welcome her onboard and am certain she will be instrumental to further scale our growth momentum.”

Commenting on her appointment, Pallavi added, “Embracing new opportunities, I step into this position with elation as I join Posterscope India. With experience as my guide, I am ready to contribute, learn, and thrive with the team in this exciting journey of growth and innovation.”

India – StepOne, a local marketing and events startup, has announced its expansion into Singapore after establishing its presence in India, particularly in HR tech, fintech, and retail sectors. This move marks the company’s strategic entry into the Southeast Asian market.

StepOne’s decision to open an office in Singapore is part of its strategic plan to build a presence across the globe. With this expansion, StepOne will be able to share its knowledge of experiential events with the business community in Singapore and provide convenience to its Indian clients who frequently plan events in South Asian markets.

Speaking about the expansion, Rajat Khaitan, founder of StepOneXP, said, “The Singapore base ensures StepOne is well-positioned to serve the entire Asia Pacific (APAC) region and will add to our credibility. With this strategic expansion, we’ll be able to offer cost-effective solutions to our existing clients who are keen on doing events in Southeast Asia, along with taking our incomparable solutions to Singapore and Southeast Asia-based companies.”