ITV

Category: Media and Advertising

  • Mobikwik flips the UPI script with Pocket UPI, ropes in Jaideep Ahlawat for new campaign

    Mobikwik flips the UPI script with Pocket UPI, ropes in Jaideep Ahlawat for new campaign

    MUMBAI: India’s largest digital wallet by transaction value, Mobikwik has kicked off a cheeky new campaign spotlighting its Pocket UPI product — a feature designed to challenge the dominance of traditional bank-linked UPI. The multi-media campaign stars actor Jaideep Ahlawat reprising his no-nonsense cop persona in humorous short films tackling the everyday mess of digital payments.

    In the first instalment, Ahlawat is seen policing cluttered bank statements caused by minor UPI transactions, positioning Pocket UPI as a hassle-free alternative. Unlike conventional UPI, Pocket UPI allows users to transact without linking their bank accounts, helping them avoid transaction-related clutter, track monthly expenses better, and make PIN-less payments — all while lowering fraud risks.

    “Pocket UPI is our latest push to simplify how India pays”, said Mobikwik CMO Jaskaran Singh Kapany. “And who better than Jaideep to bring gravitas and humour to what is essentially a smart tech switch for consumers”.

    The campaign dropped with a teaser on Ahlawat’s Instagram on 16 May, generating celebrity buzz around how his character would solve India’s digital payment headaches. The full film went live today on Mobikwik’s digital channels, with more short films focusing on security, speed, and budgeting tools lined up for release.

    According to the Redseer Report, Mobikwik serves over 176.4 million users and 4.6 million merchants and holds a 23 per cent market share in prepaid instrument (PPI) wallet gross transaction value as of November 2024. The company continues to scale its financial services footprint across credit, insurance, savings, and investments.

    Founded in 2009 by Bipin Preet Singh and Upasana Taku, Mobikwik has consistently positioned itself at the intersection of innovation and financial access. With Pocket UPI, it is now attempting to rewrite the UPI rulebook altogether.

  • Abhay Kaul’s Adtomica swipes right on Tinder as agency on record for India brand partnerships

    Abhay Kaul’s Adtomica swipes right on Tinder as agency on record for India brand partnerships

    MUMBAI: Love may be fleeting, but creative chemistry endures. Following the viral impact of Tinder’s 2025 ‘Move On’ campaign, independent creative shop Adtomica has been named the agency on record (AOR) for Tinder’s brand partnerships in India. The campaign, built around the emotionally liberating act of binning mementos from past relationships, delivered both heartbreak therapy and a bold marketing statement.

    Executed in collaboration with quick commerce platform Blinkit, the campaign distributed 150,000 Tinder Plus vouchers at 75 per cent off via Singles mode. Adtomica led the charge on creative direction, integrating the offers directly into the platform with in-app assets that drew heavy engagement.

    “Tinder is a brand that dares to be bold, and we love that. As their agency on record for partnerships in India, we’re excited to keep building experiences that are platform-first, culturally sharp, and always rooted in value for users”, said Adtomica founder & CEO Abhay Kaul.

    Tinder’s team credited Adtomica for nailing the cultural pulse and turning insight into action. “Tinder is more than a dating app — it’s a reflection of how young India explores identity, connection, and self-worth. With the ‘Move On’ campaign, we wanted to create something emotionally resonant yet unmistakably bold. Adtomica understood that instinctively. Their ability to translate cultural insight into real-world engagement made this campaign truly memorable. We’re excited about what’s next”, said a Tinder spokesperson.

    With Tinder continuing to shape gen z’s social rituals in India, Adtomica now carries the creative baton to expand its brand partnership playbook. If the last campaign was any hint, expect more swipe-worthy ideas to follow.

  • Asci calls time on opinion trading ads: dicey bets, dodgy claims under the scanner

    Asci calls time on opinion trading ads: dicey bets, dodgy claims under the scanner

    MUMBAI — The Advertising Standards Council of India (Asci) has fired a warning shot at the fast-growing world of opinion trading, releasing a hard-hitting whitepaper titled Examining Opinion Trading in India. With more than 50 million users and Rs 50,000 crore in annual transactions, the sector is booming—but flying in regulatory grey zones.

    Opinion trading platforms let users place monetary bets on binary outcomes of real-world events—from cricket matches to political polls. While they claim to be skill-based, Asci argues that many mirror gambling platforms and carry serious risks, particularly for young and financially vulnerable users.

    Globally, these markets are regulated either as financial instruments or as betting operations. In India, however, stock market watchdog Sebi has already washed its hands off, stating in its 29 April 2025 advisory that “opinion trading does not fall within Sebi’s regulatory purview… as what is traded is not a security.”

    Meanwhile, courts are mulling over public interest litigations, and the legal status remains fuzzy. Amid this uncertainty, Asci has flagged influencer-driven ads that sell these platforms as knowledge games—without any disclaimers or warnings.

    “Opinion trading platforms raise serious concerns as their structure and mechanics closely resemble betting in some instances, and can expose consumers to significant financial risk,” said Asci CEO & secretary general Manisha Kapoor. “The advertising that accompanies these platforms often heightens the risk, with exaggerated claims of easy winnings and false assurances of reliability.  No disclaimers cautioning consumers are provided. Asci’s whitepaper highlights these risks and urges urgent regulatory clarity so appropriate steps can be taken to protect consumers from potential harm.”

    Asci is now calling for one of two outcomes: either formalise opinion trading with tight advertising guidelines, or outlaw it and clamp down on rogue promotions. The whitepaper also dives into global approaches, existing Indian laws, and highlights how current ads may be skating on thin legal ice.

    Until then, it’s a gamble—one that consumers may be taking without knowing the odds. Read the whitepaper here.

  • Hdfc Ergo elevates Parthanil Ghosh to executive director as growth gears up

    Hdfc Ergo elevates Parthanil Ghosh to executive director as growth gears up

    MUMBAI: Hdfc Ergo General Insurance has elevated Parthanil Ghosh to executive director as the company prepares for its next phase of growth and transformation. The appointment remains subject to approval by the Insurance Regulatory and Development Authority of India (IRDAI) and other necessary regulatory clearances.

    The board of directors cleared Ghosh’s elevation as part of its strategic leadership strengthening, marking another milestone in his 15-year journey with the company. Ghosh, who joined Hdfc Ergo in 2010, brings more than three decades of cross-industry experience. His track record includes pivotal roles in sales, business risk management, underwriting, claims, and marketing.

    “Ghosh is a seasoned industry leader with over 30 years of experience across different industries and joined Hdfc Ergo in 2010. His deep understanding of the insurance landscape, along with his exceptional leadership has played a vital role in shaping Hdfc Ergo’s growth trajectory and has managed various functions including sales, business risk management, underwriting, claims & marketing”, the company stated.

    Ghosh’s appointment is expected to bolster Hdfc Ergo’s executive leadership bench at a time when the insurer is sharpening its focus on innovation, customer-centricity, and digital transformation to remain ahead in a competitive market.

    As the company intensifies its efforts to lead the next wave of insurance disruption, Ghosh’s elevation signals a commitment to continuity and institutional expertise while aligning with the broader strategic vision.

  • Vi levels up with one lakh towers and animated cricket squad in IPL-themed campaign

    Vi levels up with one lakh towers and animated cricket squad in IPL-themed campaign

    MUMBAI: Riding high on the IPL frenzy, telecom operator Vi has unveiled a new campaign that blends network growth with cricketing flair. The company marked a major milestone, adding over 1,00,000 towers across India in just six months of FY24-25 — a move it says reinforces its commitment to improving both scale and quality of connectivity.

    The campaign introduces ‘The Netties’ — a team of animated cricket avatars inspired by mobile towers. Positioned as the “strongest team of the season”, these characters symbolise the agility and strength of Vi’s growing network. The campaign, conceptualised by Ogilvy India, aims to explain a deeply technical upgrade through lighthearted, engaging storytelling.

    Vi’s recent strides include the launch of 5G services in Mumbai, Chandigarh and Patna, with Delhi and Bangalore next in line. Simultaneously, the telecom major has expanded its 4G footprint by enhancing capacity across spectrum bands — 900 MHz, 1800 MHz, 2100 MHz, and 2300 MHz — leading to wider indoor and outdoor coverage, faster data speeds, and improved user experiences. The strengthened 4G network now reaches 1.07 billion people.

    “Our network expansion is not just about scale, but also smart, strategic deployment,” said Vi CMO Avneesh Khosla. “By focusing on high-traffic areas and optimising spectrum usage, we’re delivering a future-ready, high-performance network”.

    The new TVCs aim to entertain while informing. In the first film titled The Catch, one of the Netties leaps outside the stadium to grab a sixer-bound ball, subtly drawing parallels to Vi’s reliability in catching even the weakest of signals. The campaign will roll out across TV, OTT, YouTube, radio, and social media starting 17 May.

    “Every Vi campaign should spark joy”, said Ogilvy senior executive creative director Rohit Dubey. “With animation, we turned technical achievements into a cricketing narrative that’s fun, yet impactful”.

    The campaign’s playful narrative underscores a serious message: Vi is investing heavily in infrastructure, prioritising quality, and betting big on entertainment-led engagement.

  • ting ropes in industry veteran Govind Shahi to supercharge global expansion

    ting ropes in industry veteran Govind Shahi to supercharge global expansion

    MUMBAI: ting, the India-based advertising agency known for its bold, data-driven marketing, is going global – and it’s bringing in the big guns. The agency has appointed industry veteran Govind Shahi as an advisor and consultant, a strategic move designed to turbocharge its international ambitions in the UK and UAE.

    Govind Shahi, a seasoned leader with a stellar record of scaling businesses worldwide, will steer ting’s global expansion, leveraging his expertise in cross-border growth and strategic alliances. 

    “I’m thrilled to join ting at this pivotal moment,” said Govind. “The agency’s strong foundation in creativity and performance-driven marketing presents an exciting opportunity to introduce its services to global brands. I look forward to working with the talented team at ting to craft expansion strategies that align with market needs and drive sustainable success.”

    Already known for its high-impact campaigns that blend creativity, technology, and data analytics, ting is set to build on its existing international footprint. Business heads Anirudh Ramanathan and Dhawal Shah will lead the UK and UAE markets, while Govind’s strategic guidance is expected to open new doors and deepen ting’s international influence.

    “Govind’s joining marks a bold step forward in our ambition to take ting global. His deep understanding of international markets paired with our creative and performance DNA sets the stage for meaningful global impact,” said ting partner Sudharshan Anandkumar.

    “We’re excited to partner with Govind Shahi to lead ting’s international business across the UK and UAE. With his depth of experience and proven track record, we’re confident he will add considerable value to our growing global ambitions,” added another ting partner Manan Vora.

    Third ting partner Aadil Mehta said, “This is a significant step forward for Ting as we continue to expand into global markets. Mr. Govind, a true veteran in our industry, brings invaluable experience and expertise to the table. We are both delighted and excited about this development, as it marks a new chapter in Ting’s growth and opportunities on the global stage.”

    As ting takes its signature blend of innovation and strategy to the world, brands can expect a bold new player on the global advertising stage.

  • Goafest 2025 unveils power-packed speaker line-up

    Goafest 2025 unveils power-packed speaker line-up

    MUMBAI: Get ready to be dazzled – Goafest 2025 is back, and it’s pulling out all the stops. The 18th edition of South Asia’s largest creative festival has unveiled a star-studded line-up of speakers, featuring the sharpest creative and marketing minds from India and beyond. With the theme ‘Ignite ____’, this year’s festival is set to spark change, fuel collaborations, and unlock new growth avenues.

    The speaker roster reads like a who’s who of the industry – Rishad Tobaccowala, Youri Guerassimov (Marcel), Prasoon Joshi, Amarjit Singh Batra (Spotify), Geetika Mehta (Nivea), Vikram Mehra (Saregama), Karan Bedi (Amazon MX Player), P.G. Aditiya (Talented), Tejas Apte (HUL), Ankit Desai (Marico), Shubhranshu Singh (Tata Motors), Rajeev Jain (DS Group), Ajay Kakar (Adani Group), Arjun Choudhary (Swiggy), Sanket Prakash Tulangekar (MMT), Pragya Bijalwan (Voltas), Kanika Anand (Airtel), Aruna Daryanani (Amazon MX Player), Darshana Shah (Aditya Birla Capital), Satya Raghavan (Google), Ajit Verghese (JioStar), Bobby Pawar, Sonal Dabral, Rathi Gangappa (Starcom), Rashmi Sehgal (Zenith), Lulu Raghwan (Landor), Rajdeepak Das (Publicis), Deepak Dhar (Banijay), Yash Chopra (Amazon MX Player), Biprorshee Das (WARC), Sujeet Kulkarni (Andersen), Karthi Marshan, Nisha Singhania (Infectious), Rubeena Singh, Shekhar Narayanaswami (Times Innovative), Sandeep Bommireddy (Adonmo) and Promita Saha (Karukrit).
    Anupriya Acharya
    Masterclass sessions at Goafest 2025 will feature a diverse set of industry leaders, including Nick Eagleton (D&AD), Senthil Kumar (VML), Vara Prasad (ITC), Krishnendu Dutta (Ipsos), Jayesh Moorjani (Google), Jayant Rajan (Meta), Gowthaman Ragothaman, Shahad Anand (Media Kart), Amogh Dusad, Anoop Menon (Meta), Debapriya Dutt (Earthday.org) and Karuna Singh  (Earthday.org) 

    But that’s just the start. Bollywood bigwigs Kareena Kapoor Khan, Suniel Shetty, Jaideep Ahlawat, Vijay Varma, and cricket legend Gautam Gambhir will bring star power to the festival. And for those looking to party, Mika Singh’s live performance is set to bring the house down.

    This year’s Goafest introduces the Goafest Village, a multi-stage experience featuring Advertising Plays, Advertising Rocks, and GoaFresh. The event will run from May 21 to 23 at Taj Cidade de Goa Heritage and Horizon, Goa, co-hosted by the Advertising Agencies Association of India (AAAI) and the Advertising Club (TAC).

    Rohit OhriPublicis grouple south Asia CEO and immediate past president of AAAI Anupriya Acharya said, “This year, we’ve designed the festival in a manner that delivers conversations that matter. Every session has been thoughtfully curated to offer value, be it through fresh perspectives, actionable insights, or future-facing ideas. In an industry that is adapting to the fast-evolving pace, we are excited to present yet another power-packed edition of Goafest, further strengthening the platform’s position as one that encourages learning, meaningful exchange, and forward-thinking dialogue.”

    Rohit Ohri, creative mentor for Goafest 2025, added, “Goafest has always stood for creativity that breaks boundaries. We’re spotlighting voices that inspire change.  This year’s line-up is designed to ignite new possibilities. It’s about creativity that breaks boundaries.”

    The festival promises to be a whirlwind of insights, entertainment, and networking – a must-attend for anyone in the world of creativity and marketing.

  • The Sleep Co names Nirav Lalan as chief growth officer

    The Sleep Co names Nirav Lalan as chief growth officer

    MUMBAI: The Sleep Co is waking up to a fresh wave of leadership as it promotes Nirav Lalan to chief growth officer (CGO), recognising his stellar role in propelling the brand to 20x growth in just under three years.

    Nirav, who joined the company in 2022, has been the brain behind its meteoric rise, cracking new growth channels and redefining comfort-tech. “Nirav has been a driving force behind our expansion,” said The Sleep Co co-founder Priyanka Salot. “His sharp strategies and knack for consumer insight have helped us scale faster than ever.”

    Taking on his new role, Nirav Lalan shared his excitement: “It’s a privilege to be part of this extraordinary journey. I look forward to pushing the boundaries even further.”

    The move is part of The Sleep Company’s strategy to fortify its leadership bench and set the stage for sustainable, long-term growth.

  • Sapphire Media tunes into Big FM 92.7 with a Rs 261 crore takeover

    Sapphire Media tunes into Big FM 92.7 with a Rs 261 crore takeover

    MUMBAI: Sapphire Media Ltd has officially acquired the debt-ridden Reliance Broadcast Network Ltd (RBNL), which owns Big FM 92.7, following a successful bid of Rs 261 crore during the Corporate Insolvency Resolution Process (CIRP). With 58 stations and a reach across 1,200 towns and 50,000+ villages, Big FM is one of India’s largest radio networks.

    The acquisition comes after Sapphire Media, promoted by Kaithal-based entrepreneur Sahil Mangla and media professional-turned-entrepreneur Aditya Vashistha, received all necessary regulatory approvals, including a green light from the ministry of information & broadcasting. The company promptly cleared dues to the committee of creditors (CoC) as per the approved resolution plan.

    The saga reached its crescendo on  23 December  2024, when the National Company Law Appellate Tribunal (NCLAT) dismissed petitions from rival bidders and upheld the National Company Law Tribunal’s (NCLT’s) 6 May 2024, decision in favour of Sapphire Media. Rivals like Radio Orange and others had contested the resolution, but Sapphire’s bid, which secured 88.97 per cent of CoC votes, emerged victorious.

    Big FM, known for its rich legacy and a massive listener base of 340 million, will now undergo a wave of innovation under Sapphire Media’s stewardship. The group, which already boasts a vast outdoor advertising network and recently launched the Hindi news channel India Daily 24×7, plans to inject fresh energy into the radio brand, blending its heritage with cutting-edge content creation.

    “We are thrilled to welcome Big FM into the Sapphire Media family. This acquisition aligns with our vision of becoming a leader in digital content creation and broadcasting,” the company stated.

    The CIRP against RBNL was flagged off on 24 February 2023, following a petition by IDBI Trusteeship Services, the financial creditor. Six resolution plans were submitted, but Sapphire’s bid struck the winning note.

  • Pai charts a Prime course with content strategy role at Amazon

    Pai charts a Prime course with content strategy role at Amazon

    MUMBAI: From broadcast boardrooms to the streaming screen, Saurabh Pai is now scripting his next chapter at Amazon. The media and strategy specialist has taken on a new role in content strategy at Prime Video & Amazon MGM Studios, marking a pivotal move in his two-decade-long career in content, analytics, and business planning.

    Known for bringing a data-driven approach to programming decisions, Pai’s new position comes after a nearly three-year stint at Zee Entertainment Enterprises Ltd., where he served as director of network strategy. There, he played a key role in streamlining content planning across the network’s bouquet of channels, using tools like Looker and deep market insights to sharpen audience segmentation and performance forecasting.

    Before Zee, Pai spent close to seven years at Times Television Network, where he wore multiple hats across content and product management. From crafting viewer-first propositions to budgeting and performance tracking, he emerged as a critical thinker with a flair for aligning content with consumer intent.

    His career also includes a previous stint at Zee as Research Head for niche channels and product lead for Zee Studio, where his early work shaped how the network approached English-language content in India.

    At Prime Video, Pai will help steer content decisions in one of the world’s most dynamic and competitive streaming markets. With streaming giants increasingly leaning on insight-led content curation, his hybrid background in content, data and distribution is expected to play a key role in shaping Amazon’s next wave of originals and acquisitions in India.

    One thing’s clear: with this move, Pai isn’t just tuning in, he’s ready to help write the next big streaming script.