India – Cult.Sport, a local sports and fitness brand in India, has awarded its integrated creative mandate to advertising agency Wunderman Thompson India.

In this role, Wunderman Thompson India will be providing strategic and creative services for Cult.Sport on a global scale, as well as delivering differentiated content to create a niche for the brand among sports and fitness enthusiasts.

Shamik Sharma, managing director at Cult.Sport expressed his desire for more Indians to take up sports and fitness as part of their everyday lives, and sees the need for a creative approach to achieve it. 

Commenting on this new partnership, he said, “ In Wunderman Thompson India, we have found an agile agency that understands this sporting culture, which is evident through its award-winning sports films and campaigns. As a team, we plan to up the game and create some clutter-breaking communication for the brand.”

Meanwhile, Arjun Mukherjee, VP & Sr. executive creative director at Wunderman Thompson India, said, “Interestingly we are an office full of sports fanatics and this pitch was like a 100-metre dash that got our adrenaline flowing at every step. It was a high to present ideas for an awesome, homegrown, sports shoe brand and we are elated to be the first to touch the finishing line.”

India – Wunderman Thompson India has been awarded the strategy and creative mandate for ŠKODA, the Czech automobile manufacturer. The remit is inked to last for three years, where the business will be led and operated out of Wunderman Thompson’s Mumbai office.

The agency described the pitching process as “fiercely competitive.” Wunderman Thompson shared that leading to nabbing the account, the challenge had been to present their POV on SKODA’s after-sales services. Leveraging its data and tech capabilities, the agency worked extensively to understand the culture trend and engaged in consumer immersions to present solutions for the brand.

Wunderman Thompson India is no stranger to the creative and marketing demands of brands within the automobile space. The agency has had a long-standing association with Ford Motor Co, launching several of its successful brands in the country. It also continues to build on its decade-long relationship with HeroMotoCorp and has been a long-term custodian for brands such as Apollo Tyres and Exide Batteries.

Talking about the new partnership, Tarun Jha, head of marketing of ŠKODA Auto India, said, “ŠKODA is at a very critical milestone of its journey in India. As we gear up for the next phase of our growth with our India 2.0 strategy, we wanted a partner who will ride with us and add value to our business. With Wunderman Thompson’s experience in auto category and enthusiasm to build distinctive narratives, we are hopeful that journey will be successful.” 

Meanwhile, Anurag Tandon, SVP & Managing Partner of Wunderman Thompson, Mumbai, commented that on the back of new product launches and network expansion with a laser-sharp focus on customer satisfaction, the brand is on an accelerated growth path. 

“We couldn’t be more excited to partner the brand at this exciting juncture to provide business solutions and drive growth for [ŠKODA],” he said.

In January, Wunderman Thompson South Asia has named a new chief digital officer through the appointment of former dentsu president for West in India, Harsh Shah.

India – Made in collaboration with marketing communications agency Wunderman Thompson India, Indian English-language newspaper The Times of India (TOI) has launched its new campaign that elevates unity despite the diverse differences in India.

Titled ‘The Idea of India’, the campaign featured a short film that invites every Indian to participate and celebrate their perspective of India in their own way through the hashtag #WhatMakesUsOne.

The visual thread for the film is the festival of lights captured by cinematographers and drone photographers and timelapse content creators throughout the festive season. It also included a narrative taken from the speeches of India’s inspiring leaders such as Mahatma Gandhi, Subash Chandra Bose, Jawaharlal Nehru, Sardar Patel, Indira Gandhi, AB Vajpayee and Narendra Modi — the voices that set fire to the ‘Idea of India.’

“In this context, our new initiative from TOI – #WhatMakesUsOne, focuses on the many unifying threads that make up our Idea Of India. Despite our diversity and multiculturism, the threads that unite us also drive our growth in the world today powerfully,” said Kaustuv Chatterjee, brand director at TOI & Languages.

He also added that through the campaign, TOI hopes to spark conversations and connections around what makes Indians one as they celebrate the country’s 74th year of becoming a Republic.

Meanwhile, Wunderman Thompson India’s Chief Creative & Film Director Senthil Kumar also commented, “India was an idea long before it became a free nation… It is the same thread that continues to bind us as one nation, in spite of our diverse differences. It is the invisible ektara that stirs our souls and ignites our hearts. This binding thread of tolerance and inclusivity is represented as the thread of light cinematically and metaphorically in the powerful Times Of India narrative form.”

Joy Chauhan, senior VP & managing partner at Wunderman Thompson Delhi added, “The idea of India is a campaign that makes you pause and yet again fall in love with our magical nation… It was an opportune time to celebrate our diversity and #WhatMakesUsOne. We are proud to partner [with] the iconic Times of India in this celebration.”

The campaign is live across national news media, social media, and various digital platforms. 

‘The Idea of India’ follows TOI’s ‘Maa Aashcen. Tumi Kothaye?’ campaign in October 2022, which was targeted at celebrating togetherness and connection between loved ones during Hindu festival.

India – AirAsia India has launched a 360-degree marketing campaign inviting flyers to become ‘Aviators’ and make the most of the benefits of the NeuPass rewards program by Tata Neu. The campaign is based on the insight that being a part of a family is a rewarding experience. 

Conceptualised by AirAsia India’s creative agency on record, Wunderman Thompson India, The campaign consists of three distinct films, each of which tells a humorous and heartwarming human story that vividly illustrates the joy of being a part of a family.

The integrated campaign across cinema, print, out of-home, digital and social media platforms, showcases the power-packed benefits offered by AirAsia India on the NeuPass rewards program such as exclusive member discounts, complimentary Red Carpet priority check-in, baggage and boarding services and assured NeuCoins that can be redeemed across the family of Tata brands participating on the Tata Neu platform.

Speaking on the launch of the campaign, Siddhartha Butalia, chief marketing officer of AirAsia India, shared, “The NeuPass rewards program affords us the unique opportunity to redefine loyalty from the commoditised and transactional nature of traditional frequent flyer programs where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction.”

Butalia added, “The campaign resonates the essence of what being part of a family is meant to be – a relationship of understanding, a feeling of fulfilment and an experience that is truly rewarding.”

Meanwhile, Priya Shivakumar, senior national creative director of Wunderman Thompson, commented, “We saw the launch of this unique rewards program and the wonderful benefits of becoming an Aviator with AirAsia India as an opportunity to communicate simple and endearing human stories with a touch of humour that bring alive the fact that close friends and family are the ones you can always count on. 

“The campaign ties back seamlessly to the thought of ‘redeeming rewards from each member of the family’ which was the idea we set out to deliver. By doing this, we not only elevated the conversation, but also made it as personal and fulfilling as the rewards,” Shivakumar adds.