ITV

Category: Media and Advertising

  • Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    MUMBAI: Not your average tech launch, Meta’s new AI tool just dropped in India with a desi twist, thanks to DDB Mudra’s latest campaign that turns into a lazy-day question—’Aaj kya karoge?‘—into a call to dream bigger.

    Meta AI, now seamlessly baked into WhatsApp, Facebook and Instagram, is being pitched not as a cold, complex tool but as a warm, witty sidekick that helps elevate the everyday. The campaign tackles a key perception problem head-on: that AI is all brains, no soul.

    Enter six short films, each telling a hyper-local, delightfully ordinary story—from different cities and age groups—that flips the mundane into the magical with a little help from Meta AI. From unlocking creative hobbies to simply streamlining chaos, the message is clear: this isn’t AI for coders, it’s for chai-sippers and chat-typers alike.

    The blitz didn’t stop at screens. Contextual billboards in Delhi and Lucknow spoke in local dialects, while YouTube ads served up prompts mid-search, making the experience feel uncannily personal. Throw in a dozen influencers across cities, each giving Meta AI their own local flavour, and the result is a campaign that doesn’t feel like a launch—it feels like life.

    DDB Mudra creative director Mahima Mathur, talking about the creative process and the approach to the campaign, said, “We didn’t want to introduce Meta AI with the usual fanfare. We wanted India to find it in its own way – in places we already live and love. In a WhatsApp chat. While scrolling through Facebook. In an Instagram group. ‘Aaj kya karoge?’ isn’t just a line. It’s a friendly nudge. An invitation to think a little bigger, try something new, and let Meta AI make it all a little easier, one day at a time.”

    With this effort, Meta positions its AI not as an upgrade—but as an invitation. One that turns routine into play, and every scroll into possibility.

  • Vidya Balan brings swagger to savings in Federal Bank’s latest push

    Vidya Balan brings swagger to savings in Federal Bank’s latest push

    MUMBAI: In a world where banks shout about interest rates and product features, Federal Bank is whispering something far more stylish: save, but make it smart.

    Enter Vidya Balan—actor, brand ambassador, and now, savings guru. In the newly launched ‘Savings Ki Vidya’ campaign, she serves up daily financial wisdom with a side of sass, showing that even small savings can be swanky.

    The witty, slice-of-life films ditch jargon for charm, tapping into those blink-and-you-miss-it moments where we splurge instead of stashing. Backed by the bank’s emotional tagline “Rishta aap se hai, sirf app se nahi”, the campaign doesn’t push a product—it sells a mindset.

    No rate wars here. Just a sharp reminder that being money-wise doesn’t mean being boring.

    Designed as a 360-degree campaign, it spans TV, digital, print, OOH and even on-ground branch activations, with versions in multiple languages. A peppy original soundtrack—think more street than spreadsheet—keeps the vibe playful yet pointed.

    Speaking on the campaign, Federal Bank CMO M V S Murthy said, “‘Savings Ki Vidya’ moves the spotlight to conscious financial choices and long-term relationships. It’s a move away from transactional conversations and toward owning the act of saving itself. Opening a savings account with Federal Bank isn’t just a product decision—it’s an enabler. This campaign gives us a flexible, long-term platform to amplify various facets of our savings narrative. You can’t miss Vidya for a moment in this warm, witty, and winning narrative. The campaign reflects Federal Bank’s essence, ‘Rishta Aap Se Hai Sirf App Se Nahi,’ and draws on the strength of the Bank’s team and our ability to deliver service excellence—this is the calling card to opening accounts with the Bank.”

    Balan, who also happens to be a Federal Bank customer, shared, “Federal Bank is maxing the potential of working with me as their ambassador. The witty word play around my name is almost serendipitous given that knowledge helps us make smart choices that lead to prosperity and it’s the everyday moments that make this campaign relatable. A simple storyline which reinforces that those who care about us look out for us. I’ve experienced the Federal Bank ethos of Human at the Core and Digital to the Fore firsthand when I opened an account with them which showed me that they mean it when they say, ‘Rishta Aap Se Hai, Sirf App Se Nahi.’”

    Ogilvy senior creative director Rohit Dubey added, “Savings are the soul of banking. With these films, we wanted to bring that habit alive—not with lectures, but through life’s little moments. Whether it’s planning a party or dodging impulse buys, we believe Vidya’s everyday wisdom can help the country rediscover the joy of saving. And what better partner to do it with than a bank that’s built on relationships. Federal Bank.”

    As banks battle it out for deposits in a cluttered digital bazaar, Federal Bank is cutting through with charm, not charts. With Balan as the face of financial sensibility, saving just got a makeover.

    Move over fintech flash. This is old-school sensibility, dressed in modern swag.

    Savings ki Vidya koi tujhse seekhe:

    Savings ki Vidya: Efforts aur Paise dono bachao:

     
     

  • Sagar Panda Joins Lokal App as Regional Head – Digital Business for West & North India

    Sagar Panda Joins Lokal App as Regional Head – Digital Business for West & North India

    MUMBAI: Sagar Panda has joined Lokal App as Regional Head – Digital Business – West & North India Market. With nearly two decades of experience in the media and advertising industry, Sagar brings a wealth of knowledge in integrated digital media sales, Branded content advertising, and business development.

    He joins the Publisher Platform from Sakal Media Group after working as Regional Business (West & South) for more than a year. Sagar Panda posted about this development on his LinkedIn profile.

    Previously, Sagar served as Associate Director – Growth & Partnership at Zee5. Over the course of his career, he has held leadership and sales roles across several well-known organizations including Zee Entertainment, Sakal Media Group, The Hindu Group of Publication, India Television, Network18 Media, and Dalal Street Investment Journal.

    Sagar Panda comes with more than 15+ years of experience contributing to organisations namely Zee Entertainment (Zee5), Sakal Media, The Hindu Group, India Television, News18 and Dalal Street Investment Journal.

    Sagar’s areas of expertise span Advertising, Online Ad Sales (Display & Programmatic), Brand Solution Sales, Native Content Sales, Sponsorship-driven IPs, Concept Selling, Direct Sales, and Revenue Forecasting. His comprehensive experience also includes team building and management and consistently achieving revenue targets across traditional and digital platforms.

  • Yusuf Batliwala joins Hero Esports as global partnerships head

    Yusuf Batliwala joins Hero Esports as global partnerships head

    MUMBAI: It’s a power move in the world of competitive gaming. Yusuf Batliwala has been appointed senior director for global partnerships at Hero Esports, bringing with him nearly two decades of cross-continental experience across entertainment, media, and gaming. Based out of Singapore, Batliwala officially took charge in June 2025.

    Batliwala’s new role will see him leading Hero Esports’ global partnership strategy forging collaborations, securing brand alliances, and expanding the company’s footprint in international markets. With esports exploding into a mainstream spectacle, Hero Esports appears to be stacking its deck with strategic firepower.

    Before joining Hero Esports, Batliwala served as senior sponsorship strategist for the Esports World Cup Riyadh 2024, a high-stakes tournament that cemented Saudi Arabia’s place on the global esports map. He was previously associate director for strategic partnerships at Singtel, where he shaped digital entertainment initiatives across Southeast Asia. His diverse experience also includes stints with Bytedance, BBC, and Getty Images.

    Having worn multiple hats from content sales and sponsorships to strategic partnerships and business development Batliwala is no stranger to navigating the fast-evolving intersections of media, tech, and culture.

    With Hero Esports expanding rapidly across Asia, Batliwala’s appointment signals the company’s ambition to level up its global playbook. As esports matures into a billion-dollar business, industry insiders will be watching closely to see how Batliwala’s deal-making and brand-building expertise helps unlock the next phase of Hero’s journey.

    Game face on the global esports arena just got a little more interesting.

  • Amazon rebrands as your everyday enabler, not just the everything store

    Amazon rebrands as your everyday enabler, not just the everything store

    MUMBAI: Once known as the ‘everything store’, Amazon India is now gunning for something a little closer to home—and heart. With its new campaign, Har Din Behtar, the e-commerce giant wants to be seen not just as a marketplace for all things, but as a thoughtful partner in everyday life.

    Conceptualised by Ogilvy, the campaign signals a quiet but meaningful shift in Amazon’s narrative: from a transactional utility to a brand that understands India’s everyday struggles, quirks, and quiet triumphs.

    The thematic film opens with a neighbourly face-off—a tongue-in-cheek tug-of-war of betterment. From swapping outdated décor to embracing new habits, the film portrays how a little friendly rivalry becomes the nudge towards becoming your best self. That spirit runs through three punchy follow-up films:

    .  A PG aunty takes the plunge and partakes in a Gen-Z party, all thanks to budget buys under Rs 300.

    .  A grandson uses thoughtful buys to bond with his grandfather—small gestures, big feels.

    .  A dad sneaks veggies into his kids’ meal with a clever kitchen hack, backed by products with crores of reviews.

    The campaign tagline—“Har chhoti badi koshish se banta hai din behtar”—cements the message: it’s the little things that make every day better.

    Commenting on the campaign launch, Amazon India director – growth & consumer marketing, Pragya Sharma said, “Today’s India is not for the fainthearted. It is where rising expectations are being met with expanding opportunities. We love this about India because it reflects the culture that has been a north star for Amazon since the first day of the launch of our e-commerce marketplace in the country. Customer obsession is at the centre of everything we do, it is what keeps us curious, nimble, and innovative. We love that our customers’ expectations are never static and always rising. It reminds us to not just respond to customers’ needs but anticipate them as well. With ‘Har Din Behtar’, we are not only acknowledging this spirit of relentless improvement, we also aim to match it by enhancing selection, speed, and service quality daily.”

    The campaign strikes a fine balance between emotional pull and retail proposition. Backed by RTBs like under Rs 300, innovative products, and crores of reviews, the films highlight how Amazon isn’t just about indulgence—it’s about effort turned effortless.

    Ogilvy India CCO Sukesh Nayak spoke about the campaign, saying, “Amazon as a brand has always been known as the ultimate online shopping destination in India – an everything store. With this campaign, we’ve added heart to what Amazon stands for. Evolving to become an everyday partner for all of life’s little-big moments. Through our films, we’ve shown how Amazon supports you in turning your small daily goals into big, beautiful wins. Helping you really make every day better.”

    From everyday buys to everyday better, Amazon’s message is clear: it’s not just what you get—it’s what you do with it that counts.

  • Kaunsal takes centre screen as NMH’s new marketing head

    Kaunsal takes centre screen as NMH’s new marketing head

    MUMBAI: From customer care cubicles to commanding campaigns Ajit Singh Kaunsal’s journey has come full stream. Kaunsal has been appointed as vice president & head of marketing at New Media Holding (NMH), a move he confirmed via a Linkedin post. In his new role, he will helm the marketing strategy for one of India’s most dynamic digital media ecosystems home to brands like One Digital Entertainment, Blush, Being Indian, Instant Bollywood, and Social Nation, among others.

    With over 20 years of experience in media, research, and digital growth, Kaunsal brings a toolkit honed across major media houses. Most recently, he spent five years at MX Player, navigating the platform through intense competition in the OTT space. Before that, he clocked nearly six years at Sony Pictures Networks India, where he shaped digital and analytics strategies for SonyLIV, helping steer its early digital transition.

    But it wasn’t all front row from the start. Kaunsal began his career in 2005 as a customer service agent at First Source Pvt. Ltd., before stints at Harapa International and TAM Media Research. That hands-on foundation spanning data, customer experience, and content makes him a uniquely well-rounded fit for a company as multifaceted as NMH.

    NMH, with its diverse play across content, creators, and commerce, is at the centre of India’s evolving media zeitgeist. Kaunsal’s appointment signals a sharper focus on marketing leadership as the company scales its brand ecosystem and influence in pop culture and the creator economy.

    In a digital-first world where attention is currency, Kaunsal’s brief is clear: keep NMH at the top of feed and mind.

  • MediBuddy builds a tiny world to salute dad’s giant heart with #JustDadThings

    MediBuddy builds a tiny world to salute dad’s giant heart with #JustDadThings

    MUMBAI : MediBuddy has gone small to make a big point. The digital health giant has rolled out a tender Father’s Day campaign-#JustDadThings-that builds an intricately designed miniature world to highlight the often invisible, under-celebrated sacrifices dads make daily. While fathers never miss a beat for their families, they often skip a visit to the doctor.

    Crafted in-house and brought to life with a touch of AI wizardry, the 36-second spot captures poignant vignettes of a father’s quiet devotion—never missing the school run, always fixing the jammed door, yet consistently putting off that health check. The tiny, lifelike sets pack emotional punch, showing that when it comes to love, dads go big—even if no one’s looking.

    But beneath the emotional storytelling lies a hard truth: men, especially fathers, are less likely to seek preventive care. They downplay symptoms, delay tests, and carry on—until it’s too late.

    Speaking on the campaign, MediBuddy head of brand marketing, Manu Sankar Das said, “Culturally, fathers have long been cast in the role of silent providers—always present, yet rarely prioritising their own well-being. This insight, rooted in both data and daily observation, formed the foundation of our campaign. With #JustDadThings, we’ve used the power of AI and miniature storytelling to spotlight this quiet selflessness and reframe appreciation as action. True gratitude, we believe, lies not just in words, but in ensuring the health and longevity of those who’ve quietly safeguarded ours.”

    It’s part nostalgia, part nudge. And as the film spreads across social platforms, MediBuddy hopes it sparks a new tradition: giving back by giving dad the health care he’s too modest to ask for.

  • Asian Paints rolls out ‘Royale Glitz – Tribute to Odisha’ with a splash of soul and shimmer

    Asian Paints rolls out ‘Royale Glitz – Tribute to Odisha’ with a splash of soul and shimmer

    MUMBAI: Asian Paints is adding a coat of culture to its colour charts. The company’s latest limited-edition launch, Royale Glitz – Tribute to Odisha, isn’t just a new look for its luxe emulsion range—it’s a curated homage to the rich tapestry of Odisha’s traditions.

    Wrapped in the elegance of Pattachitra art and infused with motifs from the state’s iconic heritage—think Odissi dancers, the mighty Hirakud Dam, and the timeworn glory of the Konark Wheel—the pack is less packaging, more cultural artefact.

    “At Asian Paints, we believe that every state is not just a market, but a living story. Our Royale Glitz ‘Tribute to Odisha’ edition is more than packaging—it’s a celebration of Odisha’s enduring artistry, spiritual energy, and cultural depth. As a market, Odisha is discerning and design- aware, and this initiative reflects our intent to not only lead in innovation and aesthetics but also lead in cultural sensitivity. This is how we continue to elevate décor from just product to purposeful expression,” said Asian Paints MD & CEO Amit Syngle.

    Known for its crème-finish glow and anti-crack performance, Royale Glitz now arrives with a dose of regional pride. The move is part of Asian Paints’ ongoing push to regionalise its offerings—fusing décor and storytelling to create deeper consumer connections.

    Backing the pack is a localised campaign featuring an original Odia track composed by Geet Vani and sung by Barnali Hota. The music video wraps Odia pride in melody, adding a lyrical layer to the product’s visual punch.

    Available across select markets in Odisha, the Tribute to Odisha pack paints a picture of how luxury décor can echo local identity—one brushstroke at a time.

  • Reppro gets top marks as WACE’s India communications partner

    Reppro gets top marks as WACE’s India communications partner

    MUMBAI: It’s a match made in academia and advertising. The Western Australian Certificate of Education (WACE) has picked The Reppro as its official communications partner in India, a strategic alliance that blends international curriculum with local storytelling flair. The Reppro, an emerging force in strategic communications and public relations, will now handle public relations, social media, and performance marketing for WACE, the globally respected senior secondary qualification developed by the Government of Western Australia’s School Curriculum and Standards Authority.

    The move comes as WACE expands its footprint into India, becoming the first international government curriculum to offer a full K–12 academic framework to Indian students. With recognition in over 16 countries including Japan, Singapore, China, and Malaysia and Grade XII equivalence granted by India’s Association of Indian Universities (AIU) WACE is now targeting Indian schools and learners seeking global-standard education with local relevance.

    The Reppro founder Amit Gupta said, “We’re proud to partner with WACE at this pivotal moment in India’s education evolution. WACE’s globally respected curriculum, combined with its structured academic rigor and WASSA learning record, offers Indian students a credible and future-ready pathway.”

    WACE echoed the sentiment, noting that this partnership marks a new chapter in its India journey. “With The Reppro’s deep understanding of the education space and its integrated approach to communication, we’re confident of deepening our engagement with students, schools, and education leaders across the country,” a WACE spokesperson said.

    As Indian parents and students increasingly seek internationally recognised pathways, the WACE–Reppro partnership is expected to spark fresh interest in academic alternatives. With a communications playbook packed with PR, performance marketing, and social storytelling, The Reppro will build awareness, drive adoption, and help WACE speak the language of India’s education aspirations.

    In an education market where curriculum choices often feel like a final exam, WACE just got the right coaching partner.

  • Havas Media India shakes up leadership ranks with bold new moves

    Havas Media India shakes up leadership ranks with bold new moves

    MUMBAI: Havas Media India is mixing things up at the top, elevating a clutch of seasoned insiders in a bid to fuel its growth spurt and flex its media muscle.

    Ramsai Panchapakesan, a media maven with 28 years under his belt, has been bumped up to president – investments & partnerships. Since joining the agency in July 2024, Ramsai has been steering the ship on integrated investment strategy and scaling up client alliances across the board.

    Meanwhile, managing partner – investments & buying is now the new badge for Binu Thomas. A Havas veteran of nearly two decades, Binu’s got a sharp nose for investment strategy and a track record of wrangling performance-driven outcomes across sectors.

    Also stepping into the limelight is Manish Sharma, who takes over as president – Arena India, the specialised arm under Havas Media Network India. Over the past nine years, Manish has built a reputation for crafting content-first client engagement strategies, driving growth for big-ticket names like Kia, Bumble, Realme, Zupee, and Kajaria Tiles.

    Commenting on the development, Havas Media Network India CEO Mohit Joshi said, “Ramsai, Binu, and Manish have been instrumental in driving our investment and business strategy, unlocking consistent growth for our clients and the network. Their expertise, leadership, and commitment to innovation continue to shape the success story of Havas Media. I am confident that in their new roles, they will further accelerate our progress and deepen our market leadership.”

    Havas Media India COO Uday Mohan added, “These well-deserved elevations reflect the strength and depth of our leadership team. Ramsai and Binu have been the backbone of our investment function, while Manish has led Arena India with great vision and execution. Their contributions embody the Havas ethos of Meaningful Media, and I look forward to collaborating closely with them as we steer the next phase of growth.”

    The elevations are in line with Havas Media’s continued focus on empowering internal talent and scaling leadership across core and emerging verticals.