ITV

Category: Media and Advertising

  • Pulp Strategy launches NeuroRank to crack the AI search code

    Pulp Strategy launches NeuroRank to crack the AI search code

    MUMBAI: In a sharp pivot from traditional SEO playbooks, Pulp Strategy has unveiled NeuroRank, India’s first end-to-end LLM SEO solution designed to help brands dominate AI-powered search platforms like ChatGPT, Gemini, Claude and Perplexity.

    Forget keywords and backlinks – NeuroRank focuses on a brand’s inclusion in AI-generated answers, not just its rank on a results page. With over 44 billion searches now happening on LLM platforms, this is SEO reimagined for a world where algorithms shape awareness, not just clicks.

    “With over 44 billion searches now happening on LLM platforms and 72 per cent of B2B buyers relying on AI for early brand discovery, waiting is not an option,” said Pulp Strategy founder & chief strategist  Ambika Sharma. “This is not traditional SEO. It’s not about backlinks or page speed. LLM SEO is about training the algorithms that are already shaping customer intent.”

    What makes NeuroRank a smart bet?

    .  LLM signal mapping: Tracks whether a brand is cited or invisible in current AI responses

    .   Semantic layer engineering: Rewrites content into machine-optimised formats — Q&As, explainer blocks, schema-rich text

     .  Source priority indexing: Seeds brand presence into model-trusted platforms like Reddit, Quora, and Medium

     .  Knowledge graph stitching: Builds brand-topic-author clusters to boost citation probability

     .   Live model conditioning: Continuously tests and tweaks prompt performance across major LLMs

    “If your brand isn’t part of the model’s learned memory, you’re not in the conversation. And if you’re not in the conversation, your competitor already is,” Sharma added.

    In one standout case, a mid-market SaaS firm cut its cost-per-MQL by 22 per cent in just eight weeks using NeuroRank’s full deployment suite — a strong signal of performance meeting potential.

  • DriveX shifts gears with Vipin Yadav as head of marketing

    DriveX shifts gears with Vipin Yadav as head of marketing

    MUMBAI: Marketing in the fast lane, DriveX puts Vipin Yadav in the driver’s seat. DriveX Mobility, the TVS Motor Company–backed disruptor in India’s booming pre-owned two-wheeler market, has turbocharged its leadership by appointing Vipin Yadav as Vice President and head of marketing. With over 17 years of experience building consumer brands, Yadav’s arrival signals a clear intent: to take the DriveX brand from showroom to stardom.

    In his new role, Yadav will spearhead omnichannel marketing, brand strategy, digital innovation and customer engagement key ingredients in DriveX’s vision to scale up to 500 outlets by 2027.

    Before hitching a ride with DriveX, Yadav was the marketing director at Hisense India and head of marketing at Toshiba TV. But his longest and perhaps most high-octane stint was with OPPO India, where he played a pivotal role in building the brand’s identity and accelerating market share during its growth sprint.

    “This is more than marketing. It’s about reimagining trust in a segment that’s ripe for disruption,” said Yadav. “DriveX isn’t just selling refurbished two-wheelers. It’s crafting a bold new mobility experience and I’m here to make sure India hears that story.”

    Known for balancing creativity with data, Yadav has contributed to marketing forums and jury panels, while also sharing his insights at institutions like IIT Delhi and Symbiosis Pune. He holds dual MBAs in Marketing from International Management Institute (Europe) and the Indian Institute of Planning & Management, alongside a Bachelor’s in Commerce from the University of Delhi.

    Welcoming him aboard, DriveX founder & director Narain Karthikeyan said, “Vipin understands the pulse of Indian consumers and knows how to convert insight into impact. His leadership will be crucial as we scale operations and deepen our connect with riders across the country.”

    With the Indian mobility space revving up, Yadav’s entry at DriveX feels less like a pitstop and more like a high-speed overtaking manoeuvre one that’s aimed squarely at pole position.
     

  • Siddhartha Vachaspati resigns as sales leader from P&G

    Siddhartha Vachaspati resigns as sales leader from P&G

    MUMBAI: Siddhartha Vachaspati, one of Procter & Gamble’s most seasoned sales leaders, is set to exit the company on 30 June 2025, drawing curtains on a 21-year tenure that saw him helm P&G’s Rs 1,200 crore health care business and lead a 1,000-strong sales force across India.

    Known for his deep command over FMCG, OTC, and pharma markets, Vachaspati’s career has been a masterclass in commercial leadership – spanning P&L ownership, trade marketing, GTM strategies, and post-M&A transitions for global giants like P&G, Unilever, Henkel Spic, and Gillette.

    With a résumé that criss-crosses India, Singapore, Malaysia, Vietnam, Saudi Arabia, and the UAE, he’s navigated everything from general trade to e-commerce, pharmacy to military channels, and key accounts to B2B.

    The company confirmed his resignation to the Bombay stock exchange through a regulatory filing, adding that Vachaspati will be moving on to pursue interests outside P&G. As he signs off, he leaves behind a legacy of scale, strategy, and shopper smarts – a sales playbook few can rival.

  • Tenon FM elevates Ankur Sachdev to CEO as it eyes next-gen growth

    Tenon FM elevates Ankur Sachdev to CEO as it eyes next-gen growth

    MUMBAI: Tenon Group has named Ankur Sachdev as the new chief executive officer of Tenon FM, its facility management arm, in a leadership move that signals a sharper focus on tech, scale, and bottom-line muscle.

    A Tenon veteran since 2008, Ankur brings nearly two decades of experience in FM and security services, having risen through the ranks after his start at Peregrine Guarding, the group’s flagship security venture. Prior to that, he held roles at Sodexo FM India and is an MBA by training.

    Ankur now takes the wheel at a pivotal juncture as Tenon FM pushes for deeper digital integration, client-centric innovation, and international expansion. His remit includes beefing up operational efficiency, strengthening the P&L, and leading the charge across both domestic and overseas markets.

    Commenting on the appointment, Tenon Group global chairman Major Manjit Rajain said, “Ankur has played a pivotal role in the Group’s journey, and his elevation reflects our commitment to nurturing leadership that truly understands our DNA. His deep industry expertise, unwavering focus on operational excellence, and proven track record of securing and retaining marquee clients make him the ideal leader to steer Tenon FM into its next phase of growth.”

    He further added that this leadership move reaffirms Tenon Group’s commitment to innovation, continuity, and excellence in integrated service delivery.

    Reflecting on his appointment, Sachdev said, “It is an honour to lead Tenon FM during such a transformative period for the facility management industry. I look forward to leveraging cutting-edge technologies, fostering strong client relationships, and driving sustainable, profitable growth across India and global markets.”

    With presence across India, the UK, Singapore, and Germany, Tenon FM is positioning itself as a future-ready player in integrated services—and Ankur’s elevation is a clear play to make that ambition real.

  • Greaves Electric Mobility shifts gears with Vikas Singh as new managing director

    Greaves Electric Mobility shifts gears with Vikas Singh as new managing director

    MUMBAI: Greaves Electric Mobility Ltd (GEML), the EV arm of Greaves Cotton, has plugged in fresh leadership with the appointment of Vikas Singh as its new managing director, effective 2 June. He takes the wheel just as India’s EV market hits the fast lane.

    With a career that cuts across India’s most dynamic consumer sectors and a knack for navigating regulated terrain, Singh is expected to inject agility and momentum into GEML’s next growth sprint. He steps in to lead the current management team, tasked with scaling up the company’s vision of making smart, sustainable mobility accessible to every Indian.

    An alumnus of FMS, University of Delhi, Singh has held senior roles across Indian and global firms, bringing with him a playbook of transformation, growth, and grit.

    “In line with our long-term strategic vision and continued focus on strengthening leadership for  future growth, the Board of Greaves Electric Mobility Ltd has approved the appointment of  Mr. Vikas Singh as managing director, effective June 2, 2025,” Greaves Electric Mobility Ltd.

    The move signals GEML’s deepening commitment to democratising e-mobility — a sector now charged with innovation, policy tailwinds and rising mass appeal. With Singh at the helm, Greaves is clearly betting on experience meeting acceleration.
     

  • Rush by Hike rolls the dice with Krushna Abhishek in #ChaloJeetKiChaal debut

    Rush by Hike rolls the dice with Krushna Abhishek in #ChaloJeetKiChaal debut

    MUMBAI: Rush, Hike’s high-stakes skill gaming platform, has unleashed its maiden brand campaign, #ChaloJeetKiChaal, roping in Krushna Abhishek to bring a heady mix of humour, hustle, and homegrown wit to India’s Ludo-loving masses.

    Touted as its boldest comms blitz yet, the five-week campaign spans TV, radio, and digital and targets over 20 million players across India’s rapidly growing Hindi-speaking belt. With Ludo at the heart of the action, Krushna channels the ultimate jugaadu gamer, proving that in both life and gaming, dimaag se khelo, aur jeet pakki karo.

    “#ChaloJeetKiChaal is our way of turning the spotlight on India’s sharpest gamers – people who play smart, hustle hard, and know that strategy & skill always wins over chance. We wanted the campaign to be as fun and fast-paced as the platform itself and bring gaming into the mainstream conversation with a smile,” said Hike CFO Manish Kumar.

    The campaign is packed with big moves:

    .  A 360° media splash across television, radio and digital

    .  Influencer integrations with Manisha Rani, Sunny Singh, and Nitish Rana

    . Vernacular-driven storytelling for deeper Bharat penetration

    .  In-app contests and the flagship Leedo Champions League—offering cash, gadgets, even wheels

    Far from being another luck-of-the-draw gaming pitch, Rush is doubling down on its skill-first promise. Every Ludo match is built to reward strategy, not serendipity, and the platform continues to invest in transparent matchmaking and user education to keep it that way.

    “India’s real-money gaming industry is rapidly evolving into something far more aspirational, rooted in skill, culture, and mass accessibility,” said Kumar. “Krushna was a natural choice for this campaign. He embodies the spirit of Bharat — quick-witted, endlessly relatable, and driven by hustle. His energy captures the heart of our vision: a gaming experience that’s skill-first, deeply inclusive, and unmistakably fun. This is what the future of gaming in India looks like.”

    With the dice rolling and the stakes high, Rush is inviting Bharat’s next-gen gamers to bring their A-game. After all, jeet unhi ki hoti hai jo chaal chalte hain dimaag se.

  • OnePlus rides the rails with Bengaluru Metro’s first full-train wrap

    OnePlus rides the rails with Bengaluru Metro’s first full-train wrap

    MUMBAI: In a high-visibility move that fuses tech with transit, Rapport Chrome, the outdoor arm of IPG Mediabrands, has partnered with OnePlus India to unveil the first full-train wrap on Bengaluru’s Green Line Metro — a first-of-its-kind format introduced by Namma Metro (BMRCL).

    Dubbed as a window to innovation, the striking wrap-around design for the new OnePlus 13s turns the metro’s windows into camera lenses — cleverly mimicking the smartphone’s camera interface. As passengers zip through India’s tech capital, it appears they’re capturing the city through the eyes of the device itself. Inside, sleek branding and smart copy keep the vibe on-brand and high-impact.

    The Green Line, which cuts across key residential and commercial zones, offers prime real estate for eyeballs-on-the-go — making it the ideal canvas for a flagship like the 13s.

    Rapport Chrome president Vinkoo Chakraborty said “Collaborating with OnePlus on this trailblazing campaign has redefined the possibilities of creative contextualization in outdoor advertising in India. By combining innovative design with the strategic reach of the Green Line, we’ve created a powerful platform to showcase the OnePlus 13s to millions.”

    From station to screen, OnePlus is proving that bold creative and contextual genius can still turn heads in a mobile-first world.

  • Freshwrapp and Vikas Khanna say no to bacteria with a foil-wrapped punch

    Freshwrapp and Vikas Khanna say no to bacteria with a foil-wrapped punch

    MUMBAI: Hindalco’s Freshwrapp has teamed up with Michelin-starred chef and author Vikas Khanna to roll out a punchy new campaign — Bacteria ki Entry ko Rokey. The message? Ditch that damp cloth and crumpled newspaper. If you love your food, protect it like you mean it.

    At the heart of the campaign is Freshwrapp’s new ‘Freshlock Shield’ — a science-backed feature that promises to block bacterial intrusion while keeping food fresh, fragrant, and full of flavour. Tested by NABL-approved labs, the foil prevents bacteria like E. coli, Salmonella and Staphylococcus aureus from breaking through for up to 48 hours. Not bad for something you can tear off a roll.

    The campaign film, created by Network Advertising, lands the hygiene message with humour — personifying bacteria as a pesky dinner date couple, only to be blocked by the foil’s protective barrier. Think rom-com meets science class.

    Speaking on the collaboration, Khanna said, “Food is one of the purest expressions of love in every Indian home—but how we store that food is often taken for granted. I’ve used aluminium foil often as it’s hygienic, dependable and easy to use. Freshwrapp, in particular, has always stood out for me and with this campaign, we’re encouraging families to adopt smarter, safer kitchen habits”.

    Freshwrapp, already a category leader and certified ISI-safe, is now repositioning itself from a convenience product to a daily essential. Consumer trials revealed that once introduced to Freshwrapp, non-users were quick converts, praising its hygiene, freshness retention, and ease of use.

    This scientifically validated shield is a powerful reassurance for caregivers, especially mothers, who ranked it highly for freshness and hygiene in consumer trials. As one participant put it, “When I pack my child’s lunch in Freshwrapp, I know I’m sending both food and protection.”

    Commenting on the campaign, Hindalco Industries Ltd senior president & CEO – downstream aluminium business, Nilesh Koul said “At Hindalco, our vision of ‘Engineering Better Futures’ is not just about materials—it’s about enabling safer, healthier everyday choices for families. Through Freshwrapp, we’re helping engineer a better future, one kitchen at a time. With this campaign, we’re not just showcasing the freshness and hygiene benefits of aluminium foil; we’re encouraging families to rethink old habits. It’s about making informed, healthier choices in the kitchen”

    With over 1.2 million households using it every month, and three ‘Superbrand’ titles under its belt, Freshwrapp is rolling into the hearts — and lunchboxes — of Indian families, one tightly wrapped paratha at a time.

  • GMR’s ‘Rug rug mein rugby’ campaign brings the scrum to the street

    GMR’s ‘Rug rug mein rugby’ campaign brings the scrum to the street

    MUMBAI: GMR Rugby Premier League (RPL) is charging into the national consciousness with a thumping new campaign — Rug Rug Mein Rugby — an audacious attempt to make the gritty, fast-paced sport of Rugby 7s feel as everyday as chai and traffic jams.

    Launched by GMR Sports and Rugby India, the campaign leads with a high-energy anthem that celebrates the adrenaline, grit and speed of the game, backed by vibrant visuals and a hook designed to stick. But it doesn’t stop at soundtracks. A witty series of digital films reimagines rugby in everyday Indian scenarios — from a fish-market dive that mirrors a try, to a lift-crasher evoking a ruck. The goal? Make the game less foreign, more fun.

    Speaking on the campaign, Rugby India president Rahul Bose said, “With Rug Rug Mein Rugby, we are not just launching a league, we’re launching  an emotive appeal to all Indians – Sabke Rug Rug Mein Rugby, India ke Rug Rug Mein Rugby. The theme song exudes all the exciting characteristics of the sport, while this campaign simplifies the game, celebrates the best athletes, and invites all of India to witness this spectacle.”

    GMR Sports CMO Sujoy Ganguly said, “At GMR Sports, we are committed to building a strong foundation for rugby in India. This campaign captures the heart and excitement of the sport and makes it accessible to new audiences. It’s a dynamic, high energy launchpad for both the Rugby Premier League and a wider rugby movement in the country.”

    The GMR RPL, backed by World Rugby, kicks off its debut season on June 15 at the Mumbai Football Arena with 34 matches lined up. If the campaign’s punchy appeal lands right, rugby might just go from niche to next-big-thing.

  • Brand new innings! Abhik Chakraborti joins Ileseum as marketing head

    Brand new innings! Abhik Chakraborti joins Ileseum as marketing head

     MUMBAI: From Hungama to Ileseum marketing maverick Abhik Chakraborti is back in the spotlight, this time with a brand playbook that’s as bold as it is brilliant. Ileseum Clubs has roped in seasoned marketing strategist Abhik Chakraborti as its new head of marketing, signalling a high-impact move as the lifestyle and leisure brand gears up for its next growth sprint. With a career spanning over 19 years, Abhik brings to the table a powerful blend of branding finesse, content vision, and campaign muscle.

    From orchestrating big-ticket IPs like IIFA at Wizcraft International to crafting luxury narratives at Shazé, his stints read like a marketing masterclass. He’s also held top roles at Percept Ltd, Rhiti Group, Hungama, and even steered digital-first strategies as CMO at Bedbathmore making him well-versed in the art of blending entertainment with enterprise.

    At Ileseum, his mandate is clear: supercharge brand visibility, build cultural capital, and drive marketing innovation across physical and digital touchpoints.

    “We’re thrilled to welcome Abhik to the Ileseum family,” the team announced, describing his arrival as pivotal to the brand’s journey into uncharted territories of consumer experience and storytelling.

    A Mumbai native and marketer by instinct, Abhik is known for balancing the boardroom and the backstage building brands that not only perform but perform with flair. Whether it’s managing strategic alliances at Promo Sapiens or crafting content ecosystems, his career is a showcase in adaptability and narrative-driven growth.

    As Ileseum Clubs expands its footprint, expect Abhik to spin more than just campaigns, this one’s all set to script a brand renaissance.