ITV

Category: Media and Advertising

  • WPP slashes dividend in half as advertising giant struggles with client cuts

    WPP slashes dividend in half as advertising giant struggles with client cuts

    LONDON: WPP, the world’s biggest advertising agency, delivered a sobering performance in the first half of 2025, slashing its interim dividend by 50 per cent as profits tumbled and clients tightened their belts.
    The London-listed giant reported headline operating profit of £412m for the six months to June, down 36 per cent from £646m a year earlier. Revenue less pass-through costs—the industry’s preferred measure—fell 4.3 per cent on a like-for-like basis to £5.03bn.

    The company cut its interim dividend to 7.5p per share from 15p previously, with the board citing the need to give incoming chief executive Cindy Rose “room to review the group’s strategy and capital allocation policy”.
    Mark Read, who steps down as chief executive on 1 September after seven years at the helm, acknowledged the difficulties. “It has been a challenging first half given pressures on client spending and a slower new business environment,” he said.

    The results underscore the advertising industry’s struggles as companies slash marketing budgets amid economic uncertainty. WPP’s top 25 clients managed only flat growth, while key sectors including consumer goods and automotive weakened in the second quarter.

    WPP has made “significant progress” repositioning its media division, which replaced GroupM in May as part of chief executive Read’s drive to simplify the sprawling conglomerate. The unit, now called WPP Media, has undergone substantial restructuring to make it more client-focused.

    The company expects severance action taken in the second quarter alone to generate more than £150m of annual cost savings from 2026. Headcount has fallen 3.7 per cent since the start of the year to 104,000 people.
    Despite the gloom, WPP continues to invest heavily in artificial intelligence and data capabilities. Usage of WPP Open, its AI-powered marketing platform, has surged, with 85 per cent of client-facing staff now using it monthly, up from 60 per cent in March.

    The company also completed the acquisition of InfoSum, a data collaboration platform, and launched Open Intelligence, an AI tool designed to predict audience behaviour.

    Looking ahead, WPP expects like-for-like revenue less pass-through costs to decline between 3 per cent and 5 per cent for the full year. Headline operating profit margin is forecast to drop by 50 to 175 basis points.
    The company’s performance varied widely by region. North America, WPP’s largest market, saw revenue less pass-through costs fall 2.4 per cent, while China plunged 16.6 per cent amid persistent macroeconomic pressures.

    At the prestigious Cannes Lions festival in June, WPP was named creative company of the year, providing some cheer amid the financial turbulence. The group’s agencies secured 168 Lions, including a coveted Titanium Lion.

    Average adjusted net debt stood at £3.4bn at the end of June, giving a debt-to-EBITDA ratio of 1.98 times—outside the company’s target range of 1.5 to 1.75 times.

    Shares in WPP have struggled this year as investors fret about the advertising downturn and the company’s transformation efforts. The stock trades well below pre-pandemic levels, reflecting the challenges facing traditional advertising agencies in an increasingly digital world.

    Rose, who joins from Microsoft, faces the daunting task of restoring growth while maintaining WPP’s position as the industry leader. Her strategic review will be closely watched by investors hoping for a clearer path forward for the advertising behemoth.

  • Navi UPI’s unbelievable growth takes centre stage in new brand campaign

    Navi UPI’s unbelievable growth takes centre stage in new brand campaign

    MUMBAI: Navi Technologies Limited, one of India’s fastest-growing financial services companies, unveiled its new brand campaign spotlighting the rapid growth of its flagship payments product Navi UPI.

    Titled “Some things grow unbelievably fast”, the campaign highlights Navi UPI’s swift climb to become India’s fastest growing UPI app* in just two years since launch.

    The campaign aims to build strong consumer recall and reinforce Navi UPI’s position as a high-performing, home-grown disruptor in the country’s digital payments landscape.

    Conceptualised by Sideways, the campaign launched with two tongue-in-cheek TVCs that use surreal, humorous analogies to depict unexpected, rapid transformation – a nod to the pace of Navi UPI’s growth.

    Rajiv Naresh, CEO, Navi Technologies, said, “We’ve let Navi UPI’s growth speak for itself until now. This campaign puts a spotlight on that journey and captures our momentum in a way that’s simple and memorable. Navi UPI has reached millions in two years, but what we’re building is bigger – a sustained, fast-scaling payments destination for Indians.”

    Abhijit Avasthi, Founder of Sideways, added, “The objective was to stand out with our ads from the other UPI players in the market. The fact that Navi is unlike any other UPI app is the reason why it has grown so fast. After that, it was just a matter of sprinkling some quirk and making something memorable. Having a client that placed their trust in us was the cherry on the cake.”

    The campaign launched with high-impact placements on leading OTT platforms JioHotstar and Sony LIV during the India vs. England test match. This is followed by a rich mix across YouTube, digital platforms, print and connected TV properties.

    The films serve as the foundation for a broader, multi-phase storytelling rollout over the coming quarter, with a variety of additional assets – including static, video, and contextual formats – to be introduced across digital, offline and ATL channels.

  • Tata Tea Premium leverages AI to celebrate ‘Desh Ka Garv- Pradesh Ki Kala’ campaign

    Tata Tea Premium leverages AI to celebrate ‘Desh Ka Garv- Pradesh Ki Kala’ campaign

    MUMBAI: Tata Tea Premium continues its unwavering commitment to honoring India’s vibrant cultural heritage with the launch of the 2025 edition of its acclaimed ‘Desh Ka Garv’ campaign. Tata Tea Premium has been celebrating Independence Day over the years by blending everyday tea rituals with regional art -forms—this time through the Desh Ka Garv Collection of hand-painted artisanal kettles inspired by some of India’s iconic artforms.

    Tata Tea Premium has consistently spotlighted India’s rich folk and regional art through objects deeply woven into everyday chai rituals—be it the humble kulhad, the classic tea cup, or this year, the iconic kettle. Each edition going beyond aesthetics; carries a deeper mission to preserve, promote, and pass on India’s artistic legacy in ways that are both modern and meaningful. While the world is only beginning to rediscover the beauty of Indian craftsmanship, Tata Tea Premium—Desh Ki Chai—has long celebrated its place in everyday life. This year, in collaboration with Kaushalam—an organization dedicated to preserving Indian folk art—the Desh Ka Garv Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra. Each kettle is a cultural artefact, showcasing motifs of regional pride from across India—from the energetic Dhol of Punjab to the timeless Ghats of Uttar Pradesh. These are depicted through art forms that are uniquely regional and deeply woven into the cultural identity of the region.

    Bringing a contemporary edge to this year’s campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today’s generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film.

    “At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, president – packaged beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology, that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day”

    Arnab Chatterjee, Design Head, Tree Design,  adds “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”

    Creativeland Asia CCO Azazul Haque further states, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi , in a never seen before ,visually stunning format , using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”

    Mrinalika Jain Bhardwaj, Founder of Kaushalam, further adds, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories.  We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”

    This year’s Desh Ka Garv Collection will be available for purchase exclusively on www.IndiakiChai.com, with 100% of the proceeds directed to train and empower women through Indian Army Skill Development Centers.

  • How Maitri’s South-first strategy is shaking up Indian advertising

    How Maitri’s South-first strategy is shaking up Indian advertising

    MUMBAI: Nearly three decades ago, in the laid-back lanes of Kochi, three ex-Mudra execs took a punt on building an ad agency rooted in the South—but with national ambitions. Fast forward to 2025, and Maitri isn’t just holding its ground—it’s quietly becoming one of the most disruptive indie agencies in Indian advertising.

    With offices now spanning South India, the Maldives and Seychelles, Maitri has turned its bootstrapped beginnings into a ₹75-crore creative juggernaut. Its client list reads like an FMCG-Culture-Tech dream team: Netflix, Krafton, Wipro, Saffola, Disney+ Hotstar, and longtime loyals like Muthoot Finance and Mathrubhumi.

    So what’s their killer app? Not AI. Not jargon. But cultural intimacy.
    While the big Delhi-Mumbai shops took a north-to-south approach, Maitri did the opposite—leaning into its home-turf understanding of southern India. It didn’t just talk local; it thought local.

    As managing director Raju Menon puts it, “Nothing can beat consistency. When you deliver creatives to the clients that they love, year after year, you build a relationship. And that relationship builds the brand.”

    That philosophy has brought Maitri not just loyalty, but serious hardware.

    In 2025 alone, the agency walked away with 17 metals at the Indian Marketing Awards South—a haul that included 5 Golds, 8 Silvers and 4 Bronzes for campaigns that blended heart, humour and serious social impact.

    Some of the show-stoppers?

    ●    “How BGMI made a scam ad to expose scam ads” – a digital, social, and influencer-led takedown of online fraud (3 Silvers, 1 Bronze)

    ●    “The suicide note that saved 50+ lives” – a haunting but hopeful campaign for Muktaa Charitable Foundation (1 Gold, 2 Silvers)

    ●    “Let your life shine” for Muthoot Finance – proving finance can feel (1 Gold)

    ●    “Kappa Cultr 2025” – a cultural blast that nabbed a Gold for omnichannel mastery

    Also in their trophy cabinet: campaigns for Asianet, myG, Brahmins, and Mathrubhumi’s International Festival of Letters. Each piece a masterclass in blending storytelling, strategy, and South Indian soul.

    And Maitri’s not just creatively consistent. Their secret sauce is also in the staffing. Employee churn is shockingly low in an industry notorious for its exits. Most of the agency’s top talent—many of whom cut their teeth at global agencies—have chosen to come home, literally and creatively.

    The result? A shop that has the polish of a multinational and the pulse of a neighbourhood storyteller.

    With four consecutive Agency of the Year titles under its belt, Maitri’s next chapter looks like one hell of a ride. Quietly confident, fiercely local, and globally savvy, they’ve proven that a deep understanding of people beats flashy pitches—and that sometimes, the most powerful ads come not from the centre, but from the edge. Or in this case, Kochi.

  • Anmol Industries launches Raksha Bandhan campaign with a new take on sibling bonds

    Anmol Industries launches Raksha Bandhan campaign with a new take on sibling bonds

    MUMBAI: This Raksha Bandhan, Anmol Industries brings a heartfelt narrative to the screen, one that redefines traditional sibling roles and celebrates gratitude in its purest form. Titled “Iss Baar Mera Number Hai,” the brand’s latest campaign under the #HarPalAnmol umbrella is a tribute to the evolving nature of sibling bonds.

    The emotional film showcases a role reversal – where a brother chooses to tie a rakhi to his sister, acknowledging the years she stood by him not just as a sister, but as a parental figure, mentor, and protector. The story serves as a gentle nudge towards breaking free from fixed gender roles and embracing emotional reciprocity in relationships.

    The narrative unfolds through a surprise video message from a brother who reflects on the sacrifices and love he received from his elder sister. Childhood memories blend seamlessly with the present-day Raksha Bandhan celebration, culminating in a powerful, tear-jerking moment, when he ties a rakhi on her wrist instead. The gesture is symbolic and rooted in the belief that protection, love, and gratitude are not defined by tradition but by intent.

    The film ends with a thought-provoking message:

    “Behen bhai ke rishte mein na koi role hai fix, na koi rivaaz. Toh iss Raksha Bandhan, naye rivaazon ki shuruaat karein, aur banaye Har Pal Anmol.”

    Aman Choudhary, executive director – marketing and innovation, Anmol Industries, shared, “With each campaign, we try to reflect deeper emotional truths. ‘Iss Baar Mera Number Hai’ is more than just a Raksha Bandhan film – it’s a conversation starter about emotional equality and the unspoken acts of love in Indian families.”

    The campaign encourages people to share their Raksha Bandhan stories using #HarPalAnmol on social media, helping to create a wave of change. Anmol Industries remains committed to championing impactful narratives that inspire and uplift, ensuring that every festival is a celebration to cherish.

  • Thrissur’s ‘Mystery Box’ sparks viral curiosity

    Thrissur’s ‘Mystery Box’ sparks viral curiosity

    MUMBAI: In a bold and innovative move that’s turning heads in the advertising and sports marketing world, Thrissur Titans, one of the most followed franchises in the upcoming Kerala Cricket League, rolled out a unique pre-launch campaign built around a “Mystery Box”. Over a period of three days, this unbranded, cryptic installation kept appearing at key public spots across Thrissur, sparking widespread intrigue both on-ground and online.

    The campaign, conceptualised and executed by Emurge Sports and Popkon Creatives, was a meticulous blend of experiential guerrilla marketing and digital virality. The box travelled across the city from parks to tea shops, cultural landmarks to crowded junctions before finally making its way to the jersey unveiling venue, where a crowd of fans had gathered, drawn in by the growing speculation and curiosity.

    “The idea was simple but powerful: create a story the city can feel part of. We didn’t want just a just a cliched jersey reveal we wanted a shared moment, a city-wide participation in a build-up that felt like a live story unfolding in real time. In a time when every brand is screaming for attention, silence and suspense worked louder than noise for us.” said Vipin Nambiar, founder of Emurge Sports, the brand IP and strategy partner behind the Titans campaign.

    Candid content captured by the ground team showed passersby photographing, speculating, and even creating their own theories about the box’s purpose. This real-world engagement was mirrored online, with local influencers and fans joining the chatter turning the campaign into a case study on how to marry physical activations with digital storytelling.

    “For us, it was about triggering imagination. We didn’t plaster hoardings or do countdown posts. Instead, we placed a box. The audience did the rest,” added Ratheesh Menon, founder of Popkon Creatives.

  • The Body Shop and The Terra Co. launch purposeful Rakhi campaign

    The Body Shop and The Terra Co. launch purposeful Rakhi campaign

    MUMBAI : The Body Shop, a British-born ethical beauty brand, invites families to honour Rakhi tradition in a way that nurtures both relationships and the planet. This year, the brand strengthens its commitment to meaningful celebrations by partnering with The Terra Co., a homegrown brand focused on eco-friendly and innovative handmade creations. The collaboration marks another milestone in The Body Shop’s journey of responsible retail.

    At the heart of the campaign is a specially curated Rakhi Gift Box, co-created by The Body Shop India and The Terra Co. Thoughtfully designed to reflect the ethos of both brands, each box features Seed Rakhis handcrafted by women artisans, paired with The Body Shop’s nature-inspired beauty treats.

    The collaboration comes alive through the campaign film, which offers a behind-the-scenes look at how these Rakhis are made. The video captures women artisans carefully tying threads, adding seed details, and assembling the Rakhis into boxes — echoing the campaign message that this is more than a gift, it’s a lifeline for artisan families and a celebration of meaningful giving.

    The Body Shop Asia South, chief brand officer, Harmeet Singh said, “Rakhi is more than just a festival; it’s a celebration of love, protection, and lasting promises. At The Body Shop, we see this occasion as a chance to deepen our purpose, making beauty more inclusive, meaningful, and sustainable. This year, our collaboration with The Terra Co brings that vision to life with gifts that grow and traditions that empower. Every Seed Rakhi is handcrafted by women and artisans, making each box a celebration of real stories and second chances. We hope families feel the joy of giving back to their loved ones, their community, and the earth.”

  • Ankit Saxena dials into Oppo for a brand-new chapter

    Ankit Saxena dials into Oppo for a brand-new chapter

    MUMBAI: Ankit Saxena, digital media maven and veteran of the agency circuit, has made the jump from campaign chaos to client-side calm, joining Oppo after more than 12 years of brand wizardry.

    Saxena has spent the last decade sharpening brands and slinging strategy at speed. From FMCG and e-commerce to edtech and entertainment, he’s been the man behind the media curtain at marquee names like Swiggy, Instamart, Puma, and V-Guard. Most recently, he helmed regional digital media ops at Havas, with earlier stints at Dentsu Isobar, WATConsult, and Liqvd Asia.

    Now, at Oppo, he’s expected to bring that same blend of performance and purpose, only with fewer all-nighters and a stronger coffee.

     

  • Ratheesh MS joins Starcom as vice president after long GroupM stint

    Ratheesh MS joins Starcom as vice president after long GroupM stint

    MUMBAI: Advertising veteran Ratheesh MS has taken charge as vice president at Starcom, the media agency under Publicis Groupe. His appointment follows a brief spell at WPP Media and a near decade with GroupM’s Motivator, where he rose to general manager.

    Ratheesh has built a reputation for steering high profile accounts across auto, telecom, e commerce, insurance and consumer goods. His career spans over 19 years with stints at ZenithOptimedia, Wavemaker, Carat, Lintas Media, MPG Group, Malayala Manorama and Infomedia.

    Among his proudest milestones: conceptualising India’s first car night rally for Maruti Suzuki’s Swift, delivering double digit growth for Jabong.com, and leading Honda Cars’ media win in a multi agency pitch.

    At Starcom, Ratheesh is expected to bring his trademark blend of disruptive growth strategy and meticulous media planning to fuel the agency’s next phase of expansion.

  • Techugo and Handloom Mark launch digital campaign

    Techugo and Handloom Mark launch digital campaign

    MUMBAI: In celebration of the 11th National Handloom Day, Techugo, collaborated with the Textile Committee of the Ministry of Textiles, Government of India, to introduce a digital-first campaign that puts India’s handloom legacy in the limelight. The drive, aimed at promoting the theme “Asli Pehchaan, Handloom Mark,” is all about advocating the Handloom Mark to be recognized as the authentic sign of credibility of Indian handloom products, a mark that represents quality, tradition, and trust.

    With the vision to create mass awareness on the value of purchasing authentic handlooms, Techugo developed and created three short web films that emotionally resonate with audiences across various age groups. The films demonstrate the ways in which handloom products, when authenticated by the Handloom Mark, are not only clothes but also cultural heritage passed down through generations.

    The first ad film, “Trending Bhi, Real Bhi,” is a snapshot of a moment between two young friends, one looking at the other’s trendy kurta only to discover it is not only trendy but also real handloom, certified by the Handloom Mark. The second tale, “Maa Ki Nazar,” is a mother-daughter moment when a mother cares so much to make sure her daughter’s first saree experience is nothing less than flawless, courtesy of the Handloom Mark’s trust. The third, “Purane Zamane Ki Baat,” depicts an aged couple recalling the originality of old days, as they experience the same feeling in a collection of handloom pillow covers that are genuine, original, and stamped with trust.

    Techugo senior marketing manager. Arushi Kukreja said, “This campaign is more than a celebration of Indian textiles, as it is a salute to the hands that weave our heritage. The Handloom Mark stands as a badge of honour for artisans and a symbol of trust for consumers. Through this digital initiative, we aimed to create not just visibility but a deep emotional connection across generations. We are truly thrilled to have played a vital role in bringing this vision to life and supporting the Textile Committee’s remarkable initiative to preserve and promote India’s rich handloom legacy.

    Through targeting the campaign for young adults, middle-aged homemakers, and the elderly, the message is very clear, as authentic handloom has a place in the lives of every generation. From kurtas and sarees to pillow covers, each product bearing the Handloom Mark signifies a tradition of craftsmanship and cultural pride. The campaign is streamed on YouTube, Instagram, Twitter, and Facebook with a reach of over one million digital impressions.

    For Techugo, this project is the strength of purpose-led storytelling combined with digital innovation. Though upcoming collaborations with the Textile Committee are being discussed, this campaign is an important step in protecting and spreading the pride of Indian handloom through technology.

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