MUMBAI – As part of the much-anticipated launch of the realme 15 Pro, Digilicious collaborated with realme India to conceptualize and execute the high-energy #realMovesWithVicky Hook Step Challenge. Spearheaded by Bollywood actor Vicky Kaushal, the campaign leveraged the power of short-form video to generate massive user engagement and celebrate the spirit of self-expression.
In this nationwide campaign, users were invited to recreate a signature hook step from the realme 15 Pro launch film—adding their personal twist and flair. Participants shared their dance entries on Instagram Reels with the hashtag #realMovesWithVicky. The most creative submissions stood a chance to win the newly launched realme 15 Pro and exclusive brand merchandise.
To ignite the campaign and amplify its cultural relevance, Digilicious onboarded and managed a curated lineup of 18 popular creators and influencers, including Isha Malviya, Akash Thapa, Shazia Samji, Justin D’Cruz, Sheetal Gauthaman, Lakshay Gaur, and others. Their participation set the tone for the challenge, driving virality and audience excitement across digital platforms.
“Our goal was to create a digital moment that resonates with young India and reinforces realme’s innovation-led identity,” said Digilicious co-founder Kumarr Satyanshu. “By blending influencer storytelling with platform-native creativity, we were able to turn a product launch into a celebration that was both participatory and memorable.”
The campaign achieved strong organic traction on Instagram, underlining Digilicious’ strategic focus on youth-led, culturally immersive marketing. Through compelling choreography, community participation, and creator-driven content, the #realMovesWithVicky challenge brought the realme 15 Pro launch to life in a way that was bold, engaging, and deeply digital.
MUMBAI: Hero MotoCorp has dropped the gauntlet in the 250cc category with its new campaign for the Xtreme 250R, developed in partnership with Saatchi & Saatchi India. Titled ‘Streets Have a New GOAT’, the integrated campaign revs up Hero’s premium playbook with speed, swagger, and a whole lot of street cred.
At the heart of the campaign is a brand film that pits the Xtreme 250R against a pack of snazzy sports cars, all set in a gritty container yard that screams attitude. As the throttle opens, the nimble two-wheeler outruns its four-wheeled rivals with flair—flipping the script on conventional power and proving that this new machine isn’t here to follow, but to lead.
With a visual narrative that echoes speed as a form of self-expression, the film targets the new-gen rider—those who don’t just ride fast, but ride loud. It’s a cheeky yet confident flex of Hero’s engineering muscle, and a bold statement in a market flooded with sameness.
Saatchi & Saatchi India CCO Kartik Smetacek said, “The thing that stood out in the brief was the Xtreme 250R’s acceleration – 0 to 60 kmph in 3.2s. A little digging showed us that this wasn’t just the fastest 250, it was one of the fastest things on the road period. Our idea came from the insight that speed is fundamentally about bragging rights. That’s what we brought alive in a simple, impactful way.”
Hero MotoCorp head – marketing, India business unit, Aashish Midha said “The Xtreme 250R – the fastest in its class – represents our commitment to delivering high-performance engineering with unmistakable style. Designed by Saatchi & Saatchi India, the campaign is crafted for a generation that leads with confidence, individuality, and purpose. The motorcycle has already set a benchmark in the segment and is receiving strong acceptance from customers across the country. Every second from 0 to 60 is a flex – of speed, attitude, and precision. This isn’t just a motorcycle. It’s a statement.”
The campaign, now live across television, digital, print, OOH and cinema, positions the Xtreme 250R as the sharpest tool in the streetfighter shed—and the undisputed GOAT of its class.
MUMBAI: VML India has announced the appointment of Dhruv Warrior as executive creative director. With over 17 years of experience in advertising and brand communication, Warrior brings a strong mix of creativity, strategy, and cultural inclusion.
An internationally awarded creative leader, Warrior has held various positions with JWT, VMLY&R Dubai, and FoxyMoron. He has consistently delivered bold, award-winning campaigns, integrating technology, emerging trends, and precise craft to bring evocative and culturally inclusive campaigns to life.
VML India CEO Babita Baruah said, “We are excited to have Dhruv join our team. Dhruv’s commitment to infusing creativity with culture will continue to elevate VML’s ethos. Dhruv will work closely with Kalpesh Patankar and Sachin Dhir to continue driving our best work for our clients.”
VML India CCO, Kalpesh Patankar said, “Dhruv brings in the creativity that understands both global ambitions and local nuances. He has a keen cultural sensibility and a strong command of modern storytelling. VML is constantly evolving to be creatively bold, strategically relevant, and deeply connected to the audiences we serve. We are excited to have Dhruv join us and we look forward to doing some great work.”
“I am thrilled to join VML India,” said Warrior. “I firmly believe that creative thinking is the engine of transformation, driving strategy, media, engagement, and innovation. VML has set a benchmark in merging insights, strategy, technology, and innovation in their work, and I look forward to continuing to build the strategic acumen to further strengthen the agency’s creative vision. I would like to thank the leadership for this opportunity, and I am certain we are going to continue to bring out great work for our brands.”
Warrior will be based out of VML’s Bangalore office and will report into Kalpesh Patankar.
MUMBAI: It was one of those soggy Sunday evenings, monsoon mayhem outside, and kids along with their parents, would storm towards their nearest stationery shop as if exam season was a national emergency to buy the good old Navneet Digest, the cheat sheet without the cheating.
For generations across Maharashtra and Gujarat, Navneet wasn’t just a brand, it was the revision whisperer, the syllabus shrink, and every student’s pre-exam partner-in-cram. It didn’t just fill pages, it filled panic-shaped gaps in every school kid’s memory.
Navneet Digest –
But somewhere between the fading charm of Doordarshan-era jingles and the algorithmic assault of edtech startups, Navneet had gone quiet. Readers would still remember their ads from the ’90s and early 2000s—TV, newspaper, radio. It all flipped the page when Devish Gala, scion of the illustrious Gala family and head of branding at Navneet Education, stepped into the frame. A digital native with ink in his veins and WiFi in his soul, Gala grew up straddling textbooks and tech toys. Now, he’s rewriting Navneet’s brand story with a millennial flair, giving the staid education giant a much-needed syllabus upgrade. He’s not just playing the branding game, he’s setting the curriculum.
Founded in 1959, Navneet has long enjoyed a rock-solid presence in India’s academic publishing and stationery market, especially in its home turfs of Maharashtra and Gujarat. With a consolidated revenue of Rs 1,693 crore in FY24, the company is now flexing its marketing muscle, rolling out campaign after campaign post-2019, each more eye-catching than the last.
Over a breezy lunch at the brand’s plush campus, Indiantelevision.com’s Rohin Ramesh caught up with him in a glassy boardroom that oozes new-age ambition. He’s as comfortable talking about campaign metrics as he is reminiscing about that old-school Navneet nostalgia. Armed with a digital-first mindset and a firm grasp of brand storytelling, he has been spearheading Navneet’s makeover, without alienating its loyalists.
In a land obsessed with marks and where print isn’t dead, Navneet Education is proving that even a seasoned publishing house can teach an old dog new tricks – especially when that dog is an AI. While the rest of India’s education sector is chasing digital rainbows and AI-powered unicorns, Navneet Education is firmly planting its flag in a different kind of digital-first future. One where the trusty book remains king, but with a seriously smart sidekick.
For decades, Navneet has been the quiet force behind countless Indian success stories, their digests and textbooks forming the backbone of academic ambition. But as Gala reveals, their vision extends far beyond just ink and paper. Two to three years ago, a “very conscious decision” was made: social responsibility is just as crucial as business growth.
“Tr for Teacher” campaign isn’t your average pat on the back. Since its inception in 2022, Navneet’s success has been built on teacher feedback. “The teachers thought it was their book,” Gala explains, leading to strong recommendations. This campaign is the company’s loud and proud “thank you” – acknowledging teachers as their “biggest stakeholder” and fostering a sense of pride within the teaching community. It’s about giving back to the bedrock of Navneet’s business, ensuring teachers feel valued and equipped with resources like sample copies and resource books.
Tr. for Teachers-
Leveraging their expertise in education and a surprising tie-in with their existing medical social responsibility efforts, Navneet in their more recent campaign in 2025, ‘Color Blindness Book’ tackles the colour deficiency disorder in children. A simple test, often incorporated into pre-primary books, allows for early, discreet identification. This ingenious approach ensures that as schools and parents unknowingly use their products, a crucial health check is seamlessly integrated. It’s about proactive care, allowing parents to “quietly go to the doctor” for corrective measures.
Colour Blindness Book-
This upcoming campaign in 2027 aims to shift focus to parents, particularly mothers. Gala, a new father himself, observes a societal trend where despite calls for equality, the mother still plays a “much larger role” in a child’s early education and nurturing. Navneet wants to challenge the stereotype of the overburdened mother by showcasing her “key interest” in the child’s education, even amidst household responsibilities. It’s a nod to the silent, tireless efforts of mothers, aiming to empower and acknowledge their vital contribution.
When it comes to emotional intelligence in educational content, Navneet isn’t fumbling for fluffy after-school specials. It is aligning with the New Education Policy’s emphasis on practical learning. This means activity-based learning and inter-subject connectivity. Think counting cows in math, then learning about farm animals in science, and perhaps penning a story about them in English – all designed to give a holistic understanding and engage a child’s emotions. It’s about making learning a lived experience, not just rote-by-hearting.
In a content-crazed, digitally-disrupting India, how does the “good old Navneet Digest” survive? Gala is unequivocal: “Paper book, paper, pencil, pen, all of that is going nowhere.” Digital solutions, he stresses, are purely supplementary. Navneet seamlessly integrates QR codes into its books, offering animated videos, quizzes, and question papers at a scan. It has even got “smart books” – digital versions of their content accessible on various devices, complete with highlighting and note-taking features. It’s always “book first, technology next.”
Perhaps the bookmaker’s most audacious move is Navneet AI. While global giants like ChatGPT, Perplexity, and Google Gemini offer generic answers, Navneet has taken a different path. The company has spent “four to six months” teaching its AI the nuances of the Indian education system, from CBSE to state boards, the weightage of questions in exams, and the accepted language of definitions. It has also claimed to give “100 per cent accurate and quality response based on Navneet’s content.”
This bespoke AI empowers teachers to create powerpoint presentations, 3D models, and quizzes in minutes, all tailored to the Indian context. If an answer isn’t in Navneet’s extensive content, the AI pulls from “fully trustworthy” external websites. It’s a game-changer for educators, transforming preparation time from hours to mere minutes.
While some of the other chaps in the EdTech playground are still fiddling with their abacuses, Navneet’s already teaching quantum physics with their cutting-edge ‘Navneet Nxt’ digital platforms while S Chand & Co. and Repro India might be trying to catch a glimpse of their homework, Navneet so far is staying ahead.
India’s EdTech market is expecting a colossal leap from a hefty $7.5 billion to a staggering $29 billion by 2030, according to a report by the Internet and Mobile Association of India (IAMAI) and Grant Thornton Bharat. In a market bustling with stationery suppliers and textbook peddlers, Navneet isn’t just selling pens and paper, they’re crafting entire learning universes. While Kokuyo Camlin might offer a decent pencil, Navneet’s got the whole kit and caboodle, from brain-busting guides to digital wizardry that leaves the others looking a bit analog.
It makes sense. While the ICSE and IB crowd might be sipping almond lattes and learning through iPads, most of India’s academic fuel is still being burned in CBSE classrooms.
MUMBAI: In a move that fuses fashion flair with sonic innovation, London-based tech disruptor Nothing has joined forces with acclaimed photographer and filmmaker Jordan Hemingway to launch the portrait-led campaign for its first over-ear headphones, the Headphone (1). Known for his gritty, cinematic style and collaborations with the likes of Louis Vuitton, Chanel and FKA Twigs, Hemingway brings his visceral visual language to Nothing’s latest foray into audio.
Jordan said of the collaboration, “I first found myself at Nothing’s office a few years ago for an unrelated meeting to the Headphone (1) project. Even then, their spirit of innovation and fearless exploration left a mark on me. To return now, years later, to build something together is not just exciting, it’s an honour.”
Nothing’s Senior Director of Brand & Creative (Global) Ryan Latham said, “Working with Jordan was an instinctive fit, the team was drawn to his signature aesthetic that blends honesty, beauty, and raw brutality with innovation. His ability to challenge the traditional norms in the fashion space felt like an alignment to how we wanted to convey Headphone (1).”
As Nothing continues to blur the lines between tech and taste, this stylish rendezvous with Hemingway is proof that sound and style aren’t mutually exclusive, they’re just getting started.
MUMBAI: India’s advertising engines have revved up in Q1 2025, with the industry riding high on the back of buzzing TV sets, scroll-stopping digital spends and billboards getting their groove back. The latest TAM AdEx Quarterly Report shows that marketers didn’t just show up, they splashed out. TV made a grand re-entry into the spotlight with a 16 per cent year-on-year growth in ad volumes compared to Q1 2024. Hindi GEC (General Entertainment Channel) ruled the roost with a whopping 22 per cent share, followed closely by Regional GEC and News genres at 15 per cent and 14 per cent respectively.
The big screen darling of Indian homes wasn’t just fluff and reruns either top advertisers like Hindustan Unilever, Reckitt, and Coca-cola kept the spots hot, with Coca-cola returning to the top 10 TV advertisers after a brief fizz out in 2024. Among categories, Toilet Soaps and Aerated Soft Drinks bubbled up, clocking a 29 per cent and 67 per cent growth in ad volumes respectively compared to Q1 last year.
Digital advertising clocked in an impressive 18 per cent increase in ad insertions in Q1 2025 over the previous quarter. Notably, Programmatic advertising contributed a dominant 45 per cent share of digital spots, while Google Display and Facebook together accounted for over a third of digital insertions.
Banking and financial services made big digital strides online investment platforms, personal loans, and insurance players were aggressive spenders. But the scene-stealer? Fantasy Sports, which surged ahead as Dream11 and My11Circle banked on cricketing fervour ahead of IPL 2025.
Out of Home (OOH) advertising made a thunderous comeback, reporting a 32 per cent jump in ad volume over Q1 2024. Transit media think metro wraps, bus backs, and airport panels saw the sharpest uptick, up by 38 per cent. FMCG, e-commerce and OTT brands led the charge, with a special mention for Amazon Prime Video’s “Mirzapur 3” teaser plastering high-traffic junctions in metro cities.
North India continued to dominate with 39 per cent of total OOH volumes, while Tier 2 towns witnessed an OOH growth spurt of 28 per cent, driven largely by regional retail players and upcoming D2C brands eager to build street cred.
India’s ad sector lit up Q1 2025, with TV ad volumes up 16 per cent YoY, Digital ad insertions rising 18 per cent QoQ, and OOH jumping 32 per cent YoY. FMCG led with over 25 per cent of total ad volume, while Hindi-language ads drove over 50 per cent of TV and digital impressions.
With IPL in full swing and festive season preparations already in the works, Q2 is expected to outdo Q1. But beyond numbers, what stands out is how brands are blending mass and personalised media placing bets on both prime-time viewership and pocket-sized scrollable moments.
From hoardings to handhelds, the message is loud and clear: India’s adland isn’t just recovering, it’s rewiring.
MUMBAI: Motorola Mobility, a Lenovo company, has announced the appointment of Shivam Ranjan as its new global head of brand, Motorola. Ranjan, expressing “immense gratitude and humility,” will now oversee worldwide brand strategy and end-to-end marketing communications for all Motorola products, software, and services.
This promotion follows Ranjan’s significant contributions to Motorola Mobility’s growth in the Asia Pacific region, where he most recently served as head of marketing for two and a half years. During this period, he was responsible for marketing across key markets including India, Australia, Japan, Korea, and Indonesia.
Prior to that, he spent five years and eight months as head of marketing for Motorola India, where he managed all aspects of marketing, public relations, brand management, and alliances for smartphones, tablets, consumer appliances, home audio, and televisions. His tenure saw him lead product marketing, digital and ATL communication, media planning, and CRM for numerous launches and campaigns.
Ranjan acknowledged the instrumental guidance of his mentor and manager, Prashanth Mani, whose leadership in APAC he credited with shaping his professional journey. He also extended “heartfelt thanks” to Ruben Castano and Sergio Buniac for entrusting him with this global responsibility.
With over 15 years of diverse experience spanning marketing, brand management, corporate communication, strategy, business development, project management, and IT, Ranjan brings a wealth of expertise to his new role.
Before his nearly six-year stint at Motorola Mobility, he held senior marketing and brand roles at Airtel Payments Bank and Samsung Electronics, where he spearheaded 360-degree communication strategies for product launches and managed significant marketing budgets. His earlier career also includes roles in business strategy and IT. An MBA from a top global B-school, Ranjan’s appointment signals Motorola’s commitment to further strengthening its global brand presence.
MUMBAI: Madison Media Loop, a unit of Madison World has announced the appointment of Sudarshan Karandikar as vice president to drive strategic innovation.
Karandikar is a seasoned advertising and marketing professional with over two decades of experience across India’s leading agencies, including Ogilvy, McCann, FCB Interface, SSB & B Lintas, and Dentsu. Known for his sharp strategic thinking and cultural sensitivity, Sudarshan has led brand-building efforts across categories such as FMCG, BFSI, Automobile, Travel, and Entertainment. His portfolio features impactful campaigns for brands like Perfetti, Go Air, Saffola Masala Oats, ICICI Direct, ITC, Mahindra Tractors, and Nickelodeon.
He, along with the creative team, played a key role in bringing to life one of India’s most internationally acclaimed social campaigns, ‘Mumbai Traffic Police’s Punishing Signal’, which won top honors at D&AD and The One Show for its innovation and cultural relevance. Sudarshan led the execution, ensuring the idea translated seamlessly from concept to impact.
Beyond mainstream advertising, Sudarshan has consulted for a leading creative agency, a premium travel brand, and a global single malt entering the Indian market. He is also in the process of developing music and content IPs designed to resonate with emerging consumer mindsets and digital behaviors.
“We’re pleased to welcome Sudarshan to the Madison family, his depth of experience across some of the most respected agencies and brands, combined with his strategic clarity, creative agility and the ability to create fun in the workplace, makes him a strong asset to Madison Loop. As we continue to expand our digital-first creative offerings, his leadership will play a key role in delivering impactful and culturally relevant solutions for our clients,” said Madison Media and OOH group CEO Vikram Sakhuja.
Karandikar commented, “I’ve always believed that culture, creativity and technology are the three levers that can truly shift brand narratives, joining forces with Madison Loop is exciting because the team here shares that belief—and is actively building for the future. I’m looking forward to co-creating ideas that not only break through the noise but leave a lasting imprint.”
MUMBAI: Marketing heavyweight Deepali Naair has called time on her high-voltage tenure as group chief marketing officer at the CKA Birla group, wrapping up a transformative 2.5-year stint marked by bold rebranding moves, big-league M&As, and boardroom-to-ground level action across a sprawling portfolio of businesses.
Naair, a veteran of IBM, IIFL, Mahindra Holidays and L&T Insurance, exits after helming marquee projects like the launch of BirlaNu, renaming of Trust Hospitals, and the pivotal transition from CK Birla Group to the sharper, sleeker ‘CKA’ moniker. Her remit spanned industrial giants—from NBC Bearings to GMMCO, Orient Electric to Avtec—and included stints leading marketing strategy for Birlasoft, Neosym, and the group’s hospitals and fertility ventures.
“It felt like being at a private equity firm with a front-row view,” Naair said in a LinkedIn post, recalling her tenure that also saw her coordinate four mergers and acquisitions, launch a new school, and even host the president of India.
Colleagues describe her as a formidable mix of brand savant and business tactician—one who brings both EQ and IQ to the table. Known for her cross-industry versatility, Naair has toggled between digital transformation, brand identity overhauls, and sales pipeline acceleration with equal flair.
The exit marks the close of yet another chapter in a career that spans three decades and top-drawer roles at Tata Motors, BPL Mobile, Marico, HSBC Asset Management, and Mahindra group, where she was also on the diversity council. From launching Mediker’s “school adda” campaigns to reshaping demand patterns at Mahindra resorts via analytics, Naair has consistently played in the big leagues.
With no announcement yet on her next move, speculation is already swirling about what challenge she’ll take on next. If history is anything to go by, it’ll be bold, brand-first, and anything but boring.
MUMBAI: Bandhan AMC Ltd is celebrating 25 years in the Indian mutual fund industry, marking a legacy built on trust, innovation and unwavering commitment to helping savers become investors. To mark this milestone with its investors and partners, they launched ‘Raju Bhaiya Ki Kahani,’ a nostalgic, music-led film.
TBWAIndia’s film, through a heartfelt jingle and animation, beautifully tells Raju’s relatable financial journey. It’s a poignant story, evolving from a teenager’s first savings to an adult’s consistent investing for their dreams. The film powerfully conveys the timeless message: persistence and patience in investing through challenges, lead to significant future growth.
“As we mark 25 years, we are proud of our role in helping millions transition from savers to investors,” said Bandhan AMC CEO Vishal Kapoor. “From ANZ Grindlays to Bandhan AMC, each milestone underscores our commitment to financial inclusion, innovation, and investor-centricity. We are deeply grateful to all stakeholders for their enduring trust and support and remain focused on empowering investors and redefining what’s possible.”
Talking about the partnership, TBWAIndia CEO Govind Pandey said, “Brand milestone campaigns often end up as inward-looking celebrations. We wanted to break that mould. As ‘The Disruption® Company,’ we embody a mindset of creation over destruction, and our goal was to speak to the nation’s living room, not just the boardroom, celebrating the deep cultural transformation Bandhan Mutual Fund has driven from saving to investing. This campaign is a tribute to every ‘Raju Bhaiya’ who once hesitated but eventually believed. We’re grateful to have partnered with Bandhan Mutual Fund as their creative agency. And proud to have brought this milestone to life in a way that celebrates not just a brand, but a movement.”
Mirroring this sentiment, TBWAIndia CCEO Russell Barrett said, “We aimed to avoid the trap of creating just another self-congratulatory ad or case film for a 25-year-old brand. We created an immersive experience chronicling the 25-year journey of Indian investors, starting with print and culminating in a film. The familiar ‘Gullak’ (piggy bank) served as our entry point, reimagined as the genesis of an investing habit, seamlessly transitioning from print to an AR experience and an emotional digital film, transforming a simple ad into a Bandhan Mutual Fund brand experience “
The film is available on digital channels. These ads encouraged viewers to watch the film by scanning a QR code prominently displayed on the ‘Gullak’ (Piggy Bank).
