ITV

Category: Media and Advertising

  • Wired for Success as Namrata Mehra Joins Sterlite Group’s Power Play

    Wired for Success as Namrata Mehra Joins Sterlite Group’s Power Play

    MUMBAI: When it comes to powering up brands as well as grids, Sterlite is pulling no punches. The diversified energy and infrastructure group has roped in marketing veteran Namrata Mehra as head of brand, Marketing & Communication Strategy for its key businesses, Sterlite Electric, Resonia Ltd. and Serentica Renewables.

    With nearly 25 years of experience under her belt, Mehra is expected to drive brand positioning, storytelling, performance marketing, and internal communications across all three arms of the group. From media relations to digital strategy, she will now be at the helm of shaping the strategic narrative for a group that’s fast becoming a critical cog in India’s energy transformation.

    Mehra, who previously led brand and sustainability efforts at Godrej Properties, brings a multidisciplinary edge to the table. Her career spans communications, ESG, project execution, design thinking, and customer-centric strategy tools now being deployed to energise Sterlite’s presence across the power and renewables ecosystem.

    “We’re happy to have Namrata on board,” said Sterlite Group group CHRO and group chief of marketing & communications Ruhie Pande. “Her diverse expertise will help us enhance our overall corporate reputation and bring sharper focus to our brand-building efforts.”

    Thrilled to take charge, Mehra said, “Sterlite Group’s commitment to shaping India’s power infrastructure is both inspiring and ambitious. I look forward to crafting distinct positioning and impactful communication for each of our brands as we grow.”

    Armed with a master’s degree in Marketing & Strategy from the Indian School of Business (ISB), Mehra steps into a role that spans sectors traditional power transmission through Resonia, product innovation via Sterlite Electric, and clean energy growth with Serentica.

    From cables to conversations, and grids to brand grids, it looks like Mehra’s next chapter will be anything but static.

  • NeoNiche cooks up a fresh chapter with Butterfly Appliances’ brand reboot

    NeoNiche cooks up a fresh chapter with Butterfly Appliances’ brand reboot

    MUMBAI: NeoNiche Events has whipped up yet another brand spectacle, this time teaming up with Butterfly Appliances to script a high-voltage brand refresh and product launch. And it wasn’t just about setting the stage — it was about reimagining the brand from the ground up.

    From big-picture planning to pixel-perfect execution, NeoNiche took the reins across strategy, storytelling, design, and delivery.

    “Partnering with Butterfly was a meaningful collaboration in a sector where brand trust, design sensibility, and everyday relevance matter deeply. This logo launch wasn’t just about unveiling a new identity; it was about shaping a new chapter — for Butterfly and for NeoNiche — as we bring experiential storytelling into homes and lifestyles.” NeoNiche Integrated Solutions founder & CEO, Prateek Kumar.

    The launch wasn’t just a corporate event. It was a sensorial brand experience, crafted to mirror Butterfly’s transformation from trusted cookware to smart, stylish, and future-ready home appliances.

    With this activation, NeoNiche reinforced its rep as an agency that doesn’t just bring the brief to life — it elevates it.
     

  • Maddys 2025 goes global, gets glossier

    Maddys 2025 goes global, gets glossier

    MUMBAI: The Advertising Club Madras is bringing the heat with the 43rd edition of Maddys, giving India’s longest-running advertising awards a slick new sheen – and a global passport. This year’s rebooted avatar doesn’t just honour great work, it redefines the very format with new categories, a heavyweight jury, a transparent scoring system, and an international welcome mat.

    Themed ‘AI vs AI – Awesome Ideas vs Awesome Ideas’, Maddys 2025 goes all in on the creative wars in a tech-saturated world – and the stakes are high.

    For starters, it’s going international. The awards will now invite entries from across borders, aligning themselves with global benchmarks. With 155 categories across six streams – Creative, Digital, Media, Design & Print Craft, Film & Audio Craft, and Regional Pride (Tamil) – this isn’t just a celebration, it’s a campaign for creative excellence.

    The 2025 edition also introduces Grand Prix honours, a one-day celebration that starts with breakfast and ends with a cocktail, and a robust, two-tiered judging system scored on Strategy & Insights, Originality & Creativity, and Execution & Impact – minus the fluff of performance metrics.

    The dream jury team includes:

    . Karthi Marshan, former Kotak CMO, and Senthil Kumar of VML India co-chairing Creative MADDYS

    .  Ajay Gupte of Wavemaker chairing Media

    .  Dr. Apurva Chamaria of Google helming Digital

    .  Filmmaking duo Gayatri & Pushkar chairing Film & Audio Craft

    .   Santosh Padhi of Into Creative on Design & Print Craft duty

    .   Chocka of OPN taking charge of Regional Pride Maddys

    Process czar Gokul Krishnamoorthy returns as honorary jury convenor and process auditor, ensuring the judging stays squeaky clean and crystal clear.

    Aside from bragging rights, agencies and clients can win titles across streams. Grand Prix winners bag 30 points, with Gold (15), Silver (7), Bronze (3), and Shortlists (1) rounding out the leaderboard — all contributing to the prestigious “Agency of the Year” and “Client of the Year” crowns across categories.

    From art directors to Tamil-language storytellers, from global digital campaigns to handcrafted print ideas — Maddys 2025 isn’t just turning up the volume, it’s tuning into the future. Ready, set, pitch.
     

  • P&G India rejigs tech leadership as Nikunj Jain exits, Jai Pankaj steps in

    P&G India rejigs tech leadership as Nikunj Jain exits, Jai Pankaj steps in

    MUMBAI — Procter & Gamble Hygiene and Health Care has announced a top-level shuffle in its technology leadership. Nikunj Jain, the current head of information technology, will step down from his role at the close of business on 30 June 2025, as he prepares to relocate overseas for a new assignment within the P&G group.

    Replacing him is Jai Pankaj, a P&G veteran with over 15 years at the company. He will assume the role of head of IT effective 1 September 2025, and relocate back to India.

    Pankaj, a B.E. in chemical engineering from NIT Karnataka and an MBA from IIM Lucknow, is currently based in Indonesia. He serves as the chief information officer for P&G’s Indonesian business as well as its e-commerce operations across Asia, the Middle East and Africa. Over the years, he has spearheaded critical IT initiatives, including Martech and data science for P&G India, and managed tech strategy across 15 markets, including Japan and Korea.

    The leadership transition was formally communicated to the National Stock Exchange and the Bombay Stock Exchange in accordance with regulatory disclosure norms.

    With Jain’s departure and Pankaj’s homecoming, the FMCG major appears to be tightening its digital strategy amid an increasingly tech-driven consumer landscape.

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  • Amit Kumar steps in as South City Mall’s executive director amid Blackstone-led revamp

    Amit Kumar steps in as South City Mall’s executive director amid Blackstone-led revamp

    MUMBAI: It’s not just the retail footfall that’s picking up speed at South City Mall—the boardroom is getting busier too. In a fresh power move after Blackstone’s acquisition of Kolkata’s flagship shopping destination, the mall has roped in seasoned real estate leader Amit Kumar as executive director.

    Kumar will oversee leasing, marketing and operations at South City Mall, bringing with him over 20 years of hands-on experience in retail leasing, commercial real estate and mall strategy. Known for steering large-format retail assets into high-performing zones, he has previously held leadership roles across some of India’s top retail portfolios.

    “South City Mall has always been synonymous to retail and lifestyle experiences in Kolkata. I am excited to be part of this new chapter as we work towards elevating the mall’s offerings, strengthening partnerships with retailers, and enhancing customer experiences. With the backing from Blackstone, the expertise of the team at Nexus Malls and South City Mall’s strong foundation, I look forward to contributing to its continued success and growth”, Kumar said.

    His appointment is part of the ongoing overhaul under Nexus Select Trust, the retail arm of Blackstone in India, which now owns South City Mall. Nexus Select Trust president, operations, Jayen Naik welcomed the move, “South City Mall represents a significant part of Blackstone’s growing retail footprint in India. We welcome Amit to the Blackstone and Nexus Select Trust team, and we are confident that Amit’s leadership will further enhance its potential. His extensive experience in Indian Retail will help drive long-term value for both our retail partners and the shoppers of Kolkata”.

    With Kumar now leading the charge, all eyes are on South City Mall’s next phase. Industry watchers expect a sharper focus on category diversification, tenant curation, and omni-channel retail experiences tailored to Kolkata’s evolving customer base.

    The move also highlights Blackstone’s strategy of not just acquiring marquee retail assets, but doubling down on leadership and execution to unlock long-term value. As footfalls grow and competition stiffens, South City Mall appears to be gearing up for a retail playbook upgrade—with Kumar on the frontlines.

  • Prajakta Koli adds monsoon punch to Bata’s Floatz clog campaign with a stylish PSA

    Prajakta Koli adds monsoon punch to Bata’s Floatz clog campaign with a stylish PSA

    MUMBAI: When Mumbai rains come knocking, most people reach for an umbrella. But Prajakta Koli is here with a newsflash: it’s time to grab a pair of Floatz instead. Bata India’s latest campaign for its Floatz range has landed with a splash, fronted by content creator and actor Prajakta Koli in the role of a delightfully offbeat news reporter.

    Launched on 27 June 2025, the campaign brings a playful monsoon-ready message to the streets and screens. Koli’s PSA — ‘Floatz is your go-to, come rain or shine!’ – sets the tone for a series of tongue-in-cheek scenes where the stylish clogs stand tall in puddles, errands, and even airport fits. Designed with waterproof material, anti-skid soles, and the brand’s proprietary FloFoam cushioning, Floatz aim to put comfort and durability on a collision course with street style.

    Retailing from just Rs 1199, the clogs come in breezy pastel hues, promising fashion without soggy consequences. Built with dual-density soles and reliable arch support, they’re pitched as a fuss-free footwear fix for the wet months.

    “Much like Prajakta Koli, whose authentic and relatable personality strikes a strong chord with today’s youth, Floatz by Bata is designed to deliver effortless style and comfort at an accessible price”, said Bata India head of marketing Deepika Deepti. “Whether you’re navigating a busy workday or heading out for a casual evening, it’s the perfect all-day companion, especially during the monsoon season”.

    Koli added, “Being a true-blue Mumbaikar, monsoons hold a very special place in my heart… It’s like coming home, but in super comfy shoes!”

    Floatz is currently the fastest growing brand under Bata’s portfolio and is available at over 1,900 stores across India and on bata.com. With this campaign, the legacy brand is clearly betting on cool comfort and creator credibility to win the monsoon rush.

  • Sanjay Prasad joins Webengage as VP to drive global channel alliances and enterprise partnerships

    Sanjay Prasad joins Webengage as VP to drive global channel alliances and enterprise partnerships

    MUMBAI: Webengage has put a seasoned hand on the wheel as it pushes deeper into global waters. On June 27, the Mumbai-based SaaS player named Sanjay Prasad as its new vice president, global head of channels and alliances. In his new role, Prasad will take charge of building a high-impact ecosystem of global consulting firms, technology partners and digital agencies to accelerate Webengage’s reach across geographies and verticals.

    Prasad comes armed with more than 20 years of experience in enterprise sales, business development, and alliance management across BFSI and tech. His resume spans some of the biggest names in the business—IBM, HP, Oracle, Red Hat, LeadSquared, and MoEngage. With a mechanical engineering degree from Pune University and an MBA from IBMR, he has led strategic partner growth across MEA and APAC.

    “Sanjay’s deep understanding of the enterprise landscape and proven track record in building high-impact alliances makes him the ideal leader to drive this mission forward”, said Webengage co-founder & CEO Avlesh Singh. “His vision aligns perfectly with our goal to make Webengage the preferred customer engagement partner for global enterprises”.

    The appointment reflects Webengage’s larger pivot towards ecosystem-led expansion and a value-first approach. Instead of just pushing products, the company wants to co-build solutions with partners that deliver transformation at scale.

    “It’s an exciting time to join Webengage”, said Prasad. “The platform’s growth route, product maturity, and customer-first culture offer immense potential to co-create value with leading consulting firms. I’m looking forward to strengthening our alliances and building a robust partner ecosystem that helps enterprises bring forth better engagement, retention, and revenue outcomes”.

    With Prasad at the helm of partnerships, Webengage plans to institutionalise deeper collaboration models with system integrators, enabling smoother enterprise implementation and faster time-to-value.

    The company’s partnership strategy already seems to be bearing fruit. KPMG India partner & head, technology enablement – financial services and office managing partner, Kochi, Vishnu Sri Pillai said, “Customer focused digital transformation is one of the key priorities for enterprises today. Our collaboration with Webengage should aid in bringing integrated, insight-led solutions to market that address real business challenges and drive long-term value”.

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  • Adarsh Mishra signs on as content lead at Viewtrade to steer strategic storytelling

    Adarsh Mishra signs on as content lead at Viewtrade to steer strategic storytelling

    MUMBAI: Adarsh Mishra has joined Viewtrade Holding Corporation as lead, content, signalling a potential pivot in how the financial infrastructure company approaches brand engagement. With nearly a decade of experience building strategic content ecosystems for new-age platforms, Mishra’s appointment suggests Viewtrade is tightening its focus on narrative-led outreach, both client-facing and public-facing.

    Viewtrade, headquartered in Jersey City and founded in 2000, has long operated at the backend of fintech enablement. The company provides brokerage and technology infrastructure to financial institutions, fintech ventures and wealth managers, covering everything from APIs and white-label platforms to onboarding tools and post-trade services.

    Now, with Mishra’s entry, content may no longer play a background role. Best known for his work with creators and brands like WTF by Nikhil Kamath, BeerBiceps, Figuring Out, and Josh Talks, Mishra brings deep experience in creating content IPs that align creativity with business intent.

    While the specifics of his remit at Viewtrade remain under wraps, industry observers suggest he may help build a structured content strategy—spanning educational assets, thought leadership and platform-led storytelling to support scale, customer enablement, and global reach.

    The move also underlines Viewtrade’s ongoing ambition to remain competitive in a cluttered fintech stack where differentiation increasingly lies in narrative. With financial literacy, onboarding UX, and retention becoming as much about trust as tools, Mishra’s presence could prove instrumental.

  • Asian Paints goes prime time with Tamil TV-inspired colour guide

    Asian Paints goes prime time with Tamil TV-inspired colour guide

    MUMBAI: What do Tamil prime-time serials and your next wall colour have in common? Quite a lot, if Asian Paints has anything to say about it.

    The paint and décor giant has launched Tractor Emulsion Varnamaalai, a first-of-its-kind shade guide for Tamil Nadu inspired by the vivid sets and characters of popular Tamil TV serials like Kayal, Moondru Mudichu and Singapenne. With the visual flair of leading ladies such as Chaitra Reddy, Swathi Konde and Maneesha Mahesh fronting the guide in full character, Asian Paints brings 65 curated colour combos straight from the screen to your home.

    Cleverly titled Varnamaalai—Tamil for “garland of colours”—the guide features palettes lifted from living rooms, staircases and bedrooms of beloved serials that collectively reach over 41 million viewers a month. It’s smart, striking, and steeped in local flavour.

    Speaking on the launch, Asian Paints Ltd. MD & CEO, Amit Syngle shared, “At Asian Paints, we understand that colour is both a deeply emotional and cultural choice. With Tractor Emulsion Varna Maalai, we’ve transformed that understanding into a truly local and meaningful offering. This shade guide gives consumers in Tamil Nadu a relatable tool to imagine their homes through the familiar lens of characters and settings they see every day. It makes colour selection more intuitive, personal, and inspiring — and reflects our ongoing effort to democratise décor through innovations rooted in culture.”

    Designed around its bestselling Tractor Emulsion, known for anti-fade performance and a four-year warranty, Varnamaalai includes room-wise stencils, styling tips and finish options to help home-owners visualise real spaces with star-approved flair.

    Speaking at the launch, actors Reddy, Konde, and Mahesh shared their thoughts on the shade guide, “Varnamaalai is a beautiful and brilliant offering. Choosing the right colours for your home is often overwhelming, but seeing combinations brought to life through TV serials we watch every day makes the process simple and real. We can’t think of a better brand than Asian Paints to lead and guide this journey.”

    The guide is available at Asian Paints dealer outlets, online, or via SMS. Send “Tractor” to 56161 and have the shades of Tamil Nadu’s biggest blockbusters delivered to your doorstep.

    It’s colour with character—and a little bit of daily soap drama.

  • LIC Housing Finance puts your name on the door, digitally speaking

    LIC Housing Finance puts your name on the door, digitally speaking

    MUMBAI: What’s the first sign a house is truly yours? LIC Housing Finance thinks it’s seeing your name on the nameplate-and to mark 36 years of enabling that dream, it’s gone digital with a sentimental twist.

    The company, in collaboration with digital agency BC Web Wise, has launched a heartfelt campaign titled ‘Apna Ghar, Apna Naam’, a microsite-led activation that invites users to create and download their very own personalised digital nameplates. No keys, no walls, no paperwork—just your name on the door, digitally rendered as a symbol of aspiration.

    Inspired by LIC HFL’s Foundation Day brand film that celebrates the quiet triumphs of homeownership—from picking wall colours to hanging family portraits—this activation brings the emotion online. Visitors to the site can design custom nameplates and share them across social platforms as a way of manifesting their housing dreams.

    “Owning a home is one of the most personal dreams for many Indians, and the nameplate is often the most visible sign of that dream coming true,” said BC Web Wise associate creative director, Anuja Bharadwaj. “With this activation, we wanted to recreate that moment of pride, even digitally. It’s simple, it’s emotional, and it’s something everyone can relate to.”

    The brand is backing the initiative with a full-throttle digital rollout—reels, stories, user-generated content, and even employee nameplates—all designed to build a community of dreamers proud to say, ‘Apna ghar toh apna hi hota hai.’