ITV

Category: Media and Advertising

  • Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025

    Bingo! Tedhe Medhe brings the swagger to Mahakumbh 2025

    MUMBAI: Move over plain chips; Bingo! Tedhe Medhe is here to add some “Bhaukaal” (swagger) to your Mahakumbh 2025 experience. The brand’s Bhaukaal Lok experiential zone is set to dazzle the crowds with bold flavours, quirky vibes, and unforgettable fun.

    Designed to celebrate the essence of Uttar Pradesh—its vibrant culture, flavours, and spirit—this campaign positions Bingo! Tedhe Medhe as the ultimate “Son of the Soil” snack, connecting with consumers at a deeply regional level.

    What’s cooking at Bhaukaal Lok?

    Curious? You should be! Here’s what awaits you:

    BYOB (Bring Your Own Bingo!) Chaat Zone

    Get ready to redefine your snack time with a fusion of UP’s iconic chaat flavours and Bingo!’s signature variants—Masala Tadka, Chatpata Twist, and the brand-new Xtraa Teekha. Visitors can customise their chaat creations, served innovatively in Bingo! packs. Pro tip: Don’t forget to take a selfie before devouring it!

    Interactive content zone

    Ever wanted to create viral content? Now’s your chance. With quirky UP-themed props like gamchhas (towel), funky sunglasses, and cheeky dialogues, visitors can craft the perfect Instagram reel or TikTok moment. Just tag it with #BhaukaalLok to make sure your swagger reaches beyond the festival grounds.

    Bingo! bonfire

    Feel the heat—literally! Groove to the Bawaal Dhun, snack on fiery Xtraa Teekha flavours, and join the Tedhe Medhe Mandali for a night of epic fun. It’s a party where snacks meet swag.

    Speaking about the campaign, ITC Foods vice president & head of marketing – snacks, noodles and pasta, Suresh Chand said, “We are thrilled to be a part of Maha Kumbh 2025—a confluence of tradition, culture, and community. Through our unique experiential zone, we aim to bring an exciting twist to the festivities, blending the flavours and vibrancy of Uttar Pradesh with the boldness of Bingo! Tedhe Medhe.”

    Translation? They’re here to ensure your Kumbh experience is as fun and flavourful as their snacks.

    Where else will you find a bonfire dedicated to snacks, the chance to create viral content with gamchhas, and customised chaat that screams UP swagger?

    The campaign kicked off on 14 January and promises to run throughout the Kumbh festivities. Whether you’re a foodie, a social media buff, or just someone looking to soak in the festive vibes, Bhaukaal Lok has something for everyone.

    So, why settle for boring snacks when you can have Bhaukaal snacks? Head to Bingo! Tedhe Medhe’s Bhaukaal Lok at Mahakumbh 2025 and let your taste buds—and your Instagram feed—thank you later.

  • Zahid Gawandi joins hBits: Will the real estate game change forever?

    Zahid Gawandi joins hBits: Will the real estate game change forever?

    MUMBAI: hBits, India’s leading platform for investing in commercial real estate, has just made a big power move by appointing Zahid Gawandi as its director – brand & marketing.

    With over 20 years of marketing wizardry under his belt, Gawandi is all set to redefine hBits’ brand strategy and spearhead its market expansion. This appointment comes hot on the heels of the company’s impressive Rs 40 crore fundraise—talk about momentum!

    Gawandi isn’t just another marketing pro. He’s a brand guru with a track record that can rival a blockbuster movie. From launching Reliance Money to leading the rebranding of SBI Securities Ltd, Gawandi has done it all. He’s also dabbled in industries ranging from Fintech to FMCG to Automobiles.

    But wait, there’s more. Gawandi is no stranger to global markets, thanks to his time with advertising giants like Dentsu and Hakuhodo. Need more reasons to trust him? He’s a sought-after speaker, a business school faculty member, and even a jury member for prestigious marketing awards. Oh, and did we mention he’s also a marathon runner? Clearly, this man doesn’t know how to slow down.

    hBits is betting big on Gawandi’s knack for understanding consumer insights and his flair for crafting integrated marketing strategies. According to hBits founder & CEO Shiv Parekh, “With our recent Rs 40 crore fundraise, hBits is poised for exponential growth. Zahid’s strategic vision and expertise in marketing and brand building will be instrumental in positioning hBits as the preferred Proptech platform for fractional ownership of premium commercial real estate.”

    Gawandi plans to hit the ground running (literally, if his marathon habits are any indication). He will focus on:

    ●    Building integrated marketing strategies to enhance brand visibility.

    ●    Leveraging cutting-edge digital campaigns to attract clients.

    ●    Strengthening investor engagement through powerful product narratives.

    According to hBits co-founder Samir Bhandari, “Zahid’s extensive experience in BFSI, his grasp of global marketing dynamics, and his ability to inspire teams make him an invaluable asset to hBits. His marketing acumen will undoubtedly propel us toward even greater success.”

    If marketing were a race, Gawandi would already be at the finish line—probably wearing a medal. With him on board, hBits is ready to soar to new heights. Will he deliver a marketing masterstroke? 

  • Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    MUMBAI: The Maha Kumbh 2025 in Prayagraj, a historic gathering of millions, isn’t just about spirituality this year—it’s also taking a giant leap towards sustainability.

    Enter Coca-Cola India, whose ‘Maidaan Saaf’ initiative is not only cleaning up the grounds but also cleaning up its image (quite literally).

    Swachh Kumbh initiative

    In partnership with PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), Coca-Cola India is turning waste into wonders, proving that recycling is more than just a buzzword.

    From 21,500 jackets made of recycled PET bottles to women’s changing rooms crafted entirely from multi-layered plastic waste, they’ve taken trash and turned it into treasure.

    When was the last time your jacket had a backstory?

    At this year’s Kumbh:

    . 21,500 recycled PET jackets were handed out to sanitation workers, boatmen, and waste volunteers.

    .10,000 jackets for sanitation workers championing the Swachh Kumbh initiative.

    . 10,000 life jackets for boatmen ferrying devotees across the river.

    . 1,500 jackets for waste management volunteers.

    Swachh Kumbh initiative

    These jackets don’t just look cool—they’re a walking billboard for the potential of recycling.

    Who knew trash could look so chic?

    Privacy is golden, especially at an event hosting millions. Coca-Cola has installed 1,000 changing rooms made entirely from recycled plastic along a 12 km stretch of the river ghats. But these aren’t your average cabins—each room is a work of art, featuring designs by Aravani Art Project, Gaysi Family, and Priyankar Gupta.

    The aim? To make visitors rethink waste, one colourful illustration at a time. Plus, let’s not forget—these rooms are designed to be ventilated and, of course, Instagram-worthy.

    What’s more innovative than a regular dustbin? A Reverse Vending Machine (RVM). Coca-Cola has installed these at railway stations, food courts, and hotspots around the city. Toss your PET bottle in, and voila, you’ve contributed to recycling on the go.

    And for those needing hydration on their spiritual journey, hydration carts are placed every 400 metres, complete with waste bins and creative artwork that screams, “Recycle Me!”

    PHDRDF CEO Vivek Vyas summed it up perfectly, “This partnership with Coca-Cola India embeds sustainable practices into the heart of the Kumbh. It’s a benchmark for a cleaner, safer, and eco-conscious future.”

    Meanwhile, Coca-Cola India VP Devyani Rana added, “With Maidaan Saaf, we aim to show that discarded items can be transformed into valuable resources, uniting millions of visitors in a collective mission to reduce waste.”

    If faith can move mountains, can it also move trash? Coca-Cola India, alongside its collaborators, is making a bold statement: sustainability isn’t a side gig—it’s the main act. By turning one of the world’s largest gatherings into an eco-friendly wonderland, they’re setting a benchmark for future events.

    If Coca-Cola can turn its packaging into life jackets and changing rooms, what can you do with your waste?

  • Bachpan Manao: EkStep-NDTV take joyful childhoods to new heights

    Bachpan Manao: EkStep-NDTV take joyful childhoods to new heights

    MUMBAI: In a world obsessed with grades and gadgets, can we reclaim the joy of childhood? EkStep Foundation, with a little help from NDTV and more than 100 collaborators, is saying a resounding yes!

    And where better to launch this idea than the vibrant International Kite Festival in Ahmedabad, where imagination soared—quite literally.

    Through its Bachpan Manao mission, the initiative aims to make learning joyful and play the backbone of early childhood education. Because let’s face it, doesn’t every child deserve more than just rote learning and worksheets?

    Set against a sky painted with kites, children aged four to eight years got their creative juices flowing in a sustainable kite-making activity. The event wasn’t just about flying kites but also about helping minds take flight. And isn’t that what play is all about—learning without even realising it?

    This isn’t just about kites and crafts. Experts like Gayatri Menon from NID and Amita Tandon from Unicef Gujarat made a strong case:

    .  Play isn’t just fun; it’s essential for holistic growth.

    .  The National Education Policy 2020 highlights play-based learning for children under 8 years.

    .  The absence of play, they warned, could leave children without crucial skills that textbooks just don’t teach.

    When was the last time we, as adults, took play seriously?

    EkStep Foundation co-founder, Shankar Maruwada believes in a bold vision, “The intent was to create a joyful narrative for the foundational years of childhood. ⁠ We committed to a collaborative, co-creative approach, and we are grateful to more than 100 organisations that are partnering with us in this journey.”

    EkStep chief of policy & partnerships, Deepika Mogilishetty explained, “Every year 25 million children are born in India and each one deserves a steady foundation. Joyful learning is a breakthrough opportunity to ensure that every child can thrive to their fullest. We are at a pivotal time in India where we can create optimal experiences for every child. This requires a whole of society approach. Bachpan Manao is an invitation to every caring adult to celebrate the first 400 weeks of every child as a period of abundant and holistic growth. To simply celebrate the unique opportunity of childhood to learn, grow through play”
    From its initial three collaborators, Bachpan Manao has now roped in over 100 organisations. And this event wasn’t limited to Ahmedabad—it extended to Mumbai and Bengaluru, engaging hundreds of families, teachers, and Anganwadi workers.

    And with NDTV on board, the mission is getting national airtime, taking the message of joyful childhoods to millions.

    Primalise co-founder Reva Jhingan Malik said it best, “We attempted to make a deeper and wider sense of the child’s complex universe; challenging societal mental models about early childhood. Our collaborative journey led us to craft a narrative deeply anchored in human and cultural insights.”

    And the creative agency behind the campaign, Siriti co-founder Vainateya Gavai added, “Working closely with Ekstep and Primalise, we arrived at the rallying cry of ‘Bachpan Manao’ to bring early childhood into focus. The juxtaposition of these two words itself became a springboard for our mission. And NDTV coming onboard elevates this celebration to the next level.”

    NDTV Network’s director & editor-in-chief, Sanjay Pugalia passionately called on everyone—parents, policymakers, even grandparents, “NDTV is excited to collaborate with EkStep in honouring the vital and transformative years of a child’s life. These formative years call for a celebration of joy and opportunity. Our initiative seeks to ignite a movement dedicated to ensuring that every child in India experiences a joyful childhood. We invite policymakers, corporate leaders, educators, parents, and grandparents to join us in this important endeavor—Bachpan Manao. Together, let’s create a brighter future for our children.”

    With so much riding on the future, shouldn’t we all take a step back and ask: Are we letting kids just be kids? Bachpan Manao reminds us that joy, creativity, and play are not optional extras—they are essentials.

  • CTV advertising set to dominate in 2025 with precision and power

    CTV advertising set to dominate in 2025 with precision and power

    MUMBAI: Is your ad budget ready for the CTV revolution?

    Connected TV (CTV) is not just the future—it’s the now of advertising. With global CTV ad spending reaching a jaw-dropping $1.6 billion, brands are tuning in to the platform’s unparalleled ability to engage audiences. In southeast Asia, where digital adoption often outruns the global pace, CTV is rewriting the advertising rulebook, making ads smarter, sharper, and more effective.

    But here’s the question: Are brands leveraging its full potential, or are they still stuck in the ad-tech past?

    Let’s be honest—nobody likes juggling multiple dashboards. Unified CTV platforms are solving this age-old problem by offering one dashboard to rule them all. Brands can now manage campaigns across apps, FAST channels, streaming devices, and OEMs in one place. Imagine reaching diverse audiences seamlessly without breaking a sweat.

    Isn’t it time advertisers swapped chaos for convenience?

    Programmatic CTV integration is the superhero we didn’t know we needed. By targeting audiences based on device type, resolution, geography, and even interests, advertisers can tailor their campaigns to perfection. Real-time adjustments mean your ad isn’t just out there; it’s out there for the right person at the right time. And the cherry on top? You’re focusing your budget on high-performing inventory, maximising reach while keeping costs in check.

    Pro tip: Ads don’t need to scream; they need to resonate. Are yours doing that?

    In southeast Asia, the demand for premium ad spaces is skyrocketing. Why? High-quality, unskippable ads on trusted platforms elevate a brand’s persona. They’re not just grabbing attention; they’re holding it. Think of it as the difference between shouting into a void and having a meaningful conversation.

    Fun fact: Ads in premium spaces make consumers linger longer and trust deeper. Isn’t that what every brand wants?

    Short-form videos are no longer a trend; they’re the backbone of modern advertising. With an annual growth rate of 10.04 per cent and a projected market volume of $145.8 billion by 2028, these snackable formats are the ultimate attention grabbers. Perfectly suited for CTV, they allow brands to make a quick, emotional connection.

    When was the last time you watched a long-form ad and didn’t hit skip?

    Here’s where it gets exciting. Advertisers are moving beyond old-school metrics like viewability and focusing on customer lifetime value (CLTV), purchase intent, and brand loyalty. It’s not just about being seen—it’s about being remembered. By leveraging data insights, brands can craft ads that genuinely resonate, boosting long-term ROI and creating loyal customers.

    In a world drowning in ads, would your brand’s message float or sink?

    CTV isn’t just another channel; it’s the channel. From programmatic precision to premium ad spaces and evolving metrics, the platform is transforming how brands connect with consumers. And in regions like Southeast Asia, where digital trends accelerate at breakneck speed, CTV advertising is poised to deliver unparalleled ROI and build lasting brand equity.

    Inputs by Edo Fernando, Country Head, Indonesia, Xapads Media.

  • In Loving Memory of Bhaskar Das

    In Loving Memory of Bhaskar Das

    MUMBAI: The media world mourns the loss of Bhaskar Das,  or BD as he was known,  a beloved and influential media professional, who passed away this morning at Breach Candy Hospital after a prolonged battle with cancer. He was gracefully advancing through his 72nd year. Despite the doctors’ grim prognosis and the family’s emotional struggle over the past weeks, Bhaskar’s indomitable spirit remained a source of inspiration for many until his final moments.

    BD’s impressive career spanned over four decades, beginning as a management trainee in 1980 and culminating in senior leadership roles in some of the industry’s most prestigious organizations. His journey included transformative years at Bennett Coleman and Company Ltd  (BCCL), where he played a pivotal role in propelling the company into a powerhouse, alongside his esteemed boss, mentor, and friend, Pradeep Guha, who predeceased him in 2021.

    BD’s  professional accolades are a testament to his extraordinary talent and dedication. His leadership as group CEO at Zee Media and later as group president & chief strategy officer at Republic TV left an indelible mark on the media landscape. He was known for spearheading dramatic revenue growth and transforming legacy companies into modern success stories. During his tenure at BCCL, he was responsible for an astounding escalation in advertising revenue from Rs 1,560 crore to Rs 4,200 crore, underscoring his unwavering commitment to excellence in media management.

    Bhaskar Das

    Beyond his impressive resume, Bhaskar was a passionate mentor and educator, dedicating considerable time to the development of future leaders in marketing and media. He served as a professor at various esteemed institutions, including Mica  and SPJIMR, imparting knowledge and inspiring students to think critically about the evolving landscape of media and marketing. His profound insight and ability to provoke thought earned him recognition as a sought-after speaker at industry forums and prestigious business schools worldwide.

    Bhaskar’s warmth, charm, and infectious smile endeared him to everyone who had the privilege to know him. His profound wisdom and unique perspective on leadership—believing firmly in delivering outcomes rather than mere outputs—left a lasting influence on his teams and associates. Colleagues have described him as an “insight provocateur” and a loyal friend, someone who nurtured the potential in others while remaining a lifelong learner himself. 

    Bhaskar Das with Shomshuklla Das

    In the weeks leading to his passing, Bhaskar’s independent film maker wife Shomshuklla  Das kept close friends informed of his health struggles, and his resilience during this difficult time highlighted the strength of his character. While his battle with cancer was immense, his hope and confidence in finding a way through remained a guiding light for family and friends.

    Bhaskarda – as those who were close to him called him –  had one thing to say among friends: “I still feel like the petrol of my life is not yet over. My mind does not know my age. Should I add years to my life or life to my years? I  am very clear: I’d rather add life to my years.”

    Bhaskarda, you lived your life well in a wholesome manner. Many would love to leave behind a legacy of innovation, mentorship, and an unwavering zest for life like you did.  Your  contributions to the media industry will be remembered, as will your  remarkable ability to connect with those around you.  

    Bhaskar DA with Shomshukla Das and Anaz and Sarah

    Rest in peace, Bhaskarda. You will be profoundly missed, and your smile and spirit will forever resonate in the hearts of those who knew and loved you.

    You  leave behind a legacy in the number of professionals who have thanked you  on numerous occasions for guiding them through their careers.  

    (Pictures courtesy: Bhaskar Das’ Instagram)

  • Bhaskar Das: Industry legend passes on

    Bhaskar Das: Industry legend passes on

    MUMBAI: The doctors had given up on him. His family was counting down the days with dread. The well-loved media professional  Bhaskar Das passed away this morning at Breach Candy hospital following a long battle with cancer. He was only 72. His boss, mentor  and friend Pradeep Guha had passed on in 2021. Both had teamed up to transform Bennett Coleman & Co into the powerhouse it once was. 

    His wife had sent out a message around a fortnight ago, informing friends about the cancer that had spread through his body and ravaged it.

    He had been out of hospital at least a couple of times in the past two years. Every one hoped that the cancer would be in remission. But it was not to be. 

    RIP, Bhaskar. You will be missed. As will your smlie.
     

  • Pranav Joshi promoted to business director at Wavemaker

    Pranav Joshi promoted to business director at Wavemaker

    MUMBAI:  Pranav Joshi, a seasoned media and marketing professional, has officially taken up the role of business director at Wavemaker. With over a decade of experience in the marketing and advertising sector, Joshi is poised to strengthen Wavemaker’s media strategies.

    Previously, Joshi served as associate business director at Wavemaker, where he led the Volini portfolio for Sun Pharmaceuticals and showcased his expertise in both traditional and digital media planning. He has demonstrated a strong work ethic and a strategic mindset, underpinned by an MBA in Marketing from Chetana’s Institute of Management & Research.

    Throughout his career, Joshi has held key positions at prominent firms such as Madison World and Mindshare, successfully managing campaigns for major brands including Godrej and Hindustan Unilever. His knack for utilising research data to inform strategic planning has earned him a reputation for driving significant business growth.

    Joshi’s appointment comes at a time of rapid evolution in the media landscape, and he is expected to leverage his skills to navigate emerging trends and foster innovation at Wavemaker

  • Harsh Vora promoted to senior vice-president at PHD Media

    Harsh Vora promoted to senior vice-president at PHD Media

    MUMBAI:   PHD Media has announced the promotion of Harsh Vora to senior vice-president. With 16 years of expertise in media planning, buying, strategy, and events across both ATL and BTL channels, Vora has been instrumental in driving growth and innovation within the industry.

    Currently serving as the business lead for Skoda Automobiles at PHD, Vora previously held several key positions within the agency, including vice-president and assistant vice-president. Over his tenure, he has demonstrated his ability to implement successful media strategies and achieve significant business results.

    Before joining PHD, Vora was the assistant general manager of marketing at Kalpataru and worked as senior manager of media planning & buying at Star TV Network, where he spearheaded media for popular shows on Star Plus. His strong analytical skills have also led to successful campaigns, such as the impactful Star Plus – Nayi Soch campaign, which significantly increased the channel’s viewership.

    Vora’s career highlights also include working with Godrej at Madison Media group, where he managed the media strategies for major brands, achieving combined annual sales of Rs 3,000 crore. He started his career as a media planner at Lodestar Universal, contributing to high-profile launches like the Tata Nano.

  • Publicis Groupe fuses Leo Burnett & Publicis Worldwide to give birth to Leo

    Publicis Groupe fuses Leo Burnett & Publicis Worldwide to give birth to Leo

    MUMBAI: Giant  firms all over the world are collapsing into each others’ arms and forming even larger behemoths as the corporate world looks for scale. And even more scale. 

    Everyone expected something to give even in the advertising world  with Omnicom announcing its intent to acquire the Interpublic group  in December 20024. A spate of  mergers and acquisitions was predicted to follow.

    At least one has, hardly 15 days into 2025.  And it’s coming from the Publicis Groupe which announced a bold initiative that merges two of its iconic networks into a powerful new entity called Leo, symbolising the strength of collaboration through the Power of One. This strategic union aims to address contemporary global brand challenges by delivering enhanced creativity, personalised content, and connected brand experiences.

    Leo Burnett, famously known as the brand of Humankind, and Publicis Worldwide, recognized for driving transformation, will unite under the Leo banner. The redesigned Leo Burnett logo features an expansion that links the branding prowess of one of advertising’s most recognizable names with the roar of a lion, representing a formidable creative force comprising 15,000 professionals across 90 countries.
     

    Leo's Leaders

    Together, Leo brings together the expertise of 8,000 creative minds from Leo Burnett and 7,000 from Publicis Worldwide, boasting an impressive track record with eight agencies of the year and over 400 major creative awards.

    The new entity will be co-led by Marco Venturelli and Agathe Bousquet, who previously drove Publicis Conseil to win the Cannes Lions 2024 Agency of the Year. They, along with chief strategy officer Gareth Goodall, will oversee Leo’s global creative community and culture, ensuring that local teams leverage the Groupe’s data, technology, and media assets.

    Publicis Groupe Canada CEO Andrew Bruce joins as chairman of Leo North America. The Leo constellation will operate alongside Publicis Groupe’s existing creative brands, including Saatchi & Saatchi, BBH, and Fallon, enhancing the group’s diverse creative roster.

    Publicis Groupe chief strategy officer Carla Serrano emphasised: “Through Leo, we are doubling down on our strategy of strong creative brands connected to the industry’s only data, media, and tech ecosystem.” Agathe Bousquet added, “Leo’s global spirit will thrive at the local level, powered by premier data and technology to create tailored solutions for clients.”

    Marco Venturelli remarkedd:“Creativity remains a messy human process, and Leo will foster a global community of creative and strategic talents dedicated to human-centered creation at scale.”
     
    Publicis Groupe CEO Arthur Sadoun concluded, “Leo embodies the belief that creative efficiency does not mean fewer brands. By uniting these creative communities, Leo will be more impactful and accessible than ever.”

    With this launch, Publicis Groupe is set to redefine the landscape of advertising and creative services in the coming year. Once again predictions are that this is just one of the upheavals that’s going to  hit the industry in 2025. Expectations are that a tsunami of selloffs, acquisitions and mergers are going to totally transform how the advertising landscape looks in the next 12 months. Stay tuned in.