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

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

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

Mastercard, OPay to bring virtual payment solutions to Pakistan

Cairo, Egypt — Payment industry giant Mastercard and fintech OPay have announced a strategic partnership, which marks a significant boost for wider financial inclusion and economic prosperity by opening up digital commerce to customers in Pakistan.

The collaboration enables OPay Pakistani consumers and merchants to engage with brands and businesses anywhere across the globe, thanks to a Mastercard virtual payment solution linked to the OPay eWallet. The partnership’s effect also reaches other regions namely in the Middle East and South Africa.

This partnership is the latest milestone in Mastercard’s emerging market strategy where the technology company is collaborating with growing fintech such as OPay to expand access to digital payments, enable multiple lifestyle services, and create new pathways to financial inclusion and support the next generation of super-apps.

Consumers are increasingly looking for seamless user experiences on a single platform offering easier interactions to complete various day-to-day needs, including sending and receiving money, ordering food and groceries, organizing transport, lending, investing and listing items they wish to sell.

In the initial phase of this partnership, OPay customers will benefit from the Mastercard virtual payment solution linked to their OPay wallets, to shop at well-known global brands for leisure, travel, accommodation, entertainment, streaming services and more. The service is available regardless of whether or not the customer has a bank account. It also allows small business owners to purchase from suppliers abroad and pay with the secure virtual payment solution.

Amnah Ajmal, executive vice president for market development at Mastercard EEMEA, said, “At Mastercard, our innovation strategy is rooted in partnerships to support inclusion at scale. Our partnership with OPay demonstrates our commitment to supporting payments providers across the world to create an interconnected global payments ecosystem that benefits an array of consumers with unique needs.”

Yahui Zhou, CEO of OPay, commented, “As the leading fintech in the Middle East and Africa, we are delighted to be partnering with Mastercard as we continue on our journey to promote financial inclusion, helping to open up the global economy to more consumers and businesses across the Middle East and Africa.”

Since its operations started in 2018, OPay’s active users have grown to 15 million in dozens of markets in which it operates. The company processes millions of transactions per day on average.

Plans are in place to launch OPay services in other markets in the next three to five years, significantly driving the growth of digital inclusion and digital commerce, while at the same time widening OPay customer inclusion into the global economy.

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

Maldives’ tourism marketing arm ties with Qatar Airways to boost inbound air traffic to Maldives

Maldives – The Maldives Marketing and Public Relations Corporation (MMPRC), the national tourism office of the Maldives responsible for carrying out promotional activities, has signed a Memorandum of Understanding (MOU) with the flag carrier airline Qatar Airways, aimed at increasing inbound air traffic to the Maldives. 

The MOU was signed at the Qatar Airways Stand, on the sidelines of the Arabian Travel Market (ATM) last 9 May 2022, at the Dubai World Trade Center. It was signed on behalf of Thoyyib Mohamed, MMPRC’s CEO and managing director, and Thierry Antinori, Qatar Airways’ chief commercial officer.

As per the agreement, both partners will be launching joint promotional and marketing activities in key identified markets, with the objective of increasing inbound air traffic to the Maldives. The activities include launching joint B2B and B2C campaigns, organising familiarisation trips for travel partners and media influencers, and working on joint activities with trade partners. It further stipulates aligning on future plans, with both parties assessing and contributing in order to implement the activities within the target markets to promote the Maldives as a travel destination.

Speaking at a panel discussion held during the 9th Arab Aviation Summit in Dubai earlier this year, Mohamed noted that the tourism and the aviation industry should work closely together to overcome challenges. He had also referred to the important role the Middle East plays as a growing source market for the Maldives, as well as the central hub for a large number of tourists. 

MMPRC is currently representing the Maldives at ATM 2022, the global event for the inbound and outbound travel industry in the Middle East. It aims to support the travel industry and facilitate important business connections.

In January 2022, MMPRC has partnered with British mass media firm News UK, to launch a new campaign that aims to drive brand awareness for the country as a holiday destination.

Marketing Featured South Asia

Akash Digital TV launches product that would ward off pesky mosquitoes during TV time

Dhaka, Bangladesh – As Bangladesh has been hit by a dengue epidemic within a pandemic, Akash Digital TV, the country’s direct-to-home (DTH) service provider, has launched a new unique mosquito repellent curtain called ‘MosBlock’, aimed at providing uninterrupted entertainment in a safe and healthy environment.

Several reasons why the number of dengue victims is rising are that low-income people living in slum communities partake extensively in communal social practices, as well as many mosquito repellents are not approved by the health board, and their ingredients can pose a severe health threat. Therefore the only safe defence is a mosquito net which is often impractical as you need to stay indoors throughout the day. 

According to research done by the Aichi Agricultural Research Center, it has been found that in the animal planet, Zebras get less attacked by mosquitoes because of their black and white pattern. The pattern creates an illusion in the compound of the eyes of mosquitos, which derails their landing. Mosquitoes avoid journeying in the direction of this unique pattern.

With this insight, an initiative was started as a pilot project in Dhaka’s largest slum – korail slum. The program began with an awareness and activation campaign throughout the slums, followed by the distribution of MosBlock curtains amongst households- all free of cost. The curtains were put on the doors and windows of homes as well as on the boundary walls – thereby deterring mosquitoes from this area.

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

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.