ITV

Category: Media and Advertising

  • NPCI ropes in Sohini Rajola to supercharge growth and partnerships

    NPCI ropes in Sohini Rajola to supercharge growth and partnerships

    MUMBAI: If India’s digital payments sector were a rocket, NPCI just strapped a turbo booster to its engine. On 2 April 2025, the National Payments Corporation of India appointed industry heavyweight Sohini Rajola as executive director – growth, a move that signals the organisation is gunning for scale, speed and sharper innovation.

    With two decades of experience spanning the length and breadth of banking and payments, Rajola has swapped her global briefcase at Western Union, where she served as Asia Pacific regional head, for a high-voltage mandate back home.

    Her to-do list? Massive.

    At NPCI, Rajola will lead the adoption of the corporation’s payment solutions across the nation, sharpen its product strategy, spearhead marketing innovation, and drive aggressive go-to-market tactics. She’ll also wrangle strategic alliances with banks, fintech players, regulators and government agencies. If it has a PIN code and a payment gateway, chances are she’s involved.

    “Sohini brings with her a wealth of experience in the payments and digital banking space. Her expertise will be invaluable in leading forward-thinking initiatives and driving innovative technical solutions to address both current and future market demands. We are confident that she will play a key role in advancing our mission to provide secure, seamless digital payment solutions for all. We welcome Sohini to the NPCI Group,” said NPCI MD & CEO Dilip Asbe.

    Rajola’s past includes heavyweight stints at Axis Bank, where she headed digital banking and cards, and a proven track record of navigating the complex corridors of digital transformation in the financial sector. Her return to India’s payment backbone couldn’t be more timely, as NPCI scales its solutions beyond borders and further entrenches UPI and RuPay into daily life.

    With Rajola now in the cockpit, expect more firepower from India’s payments mothership.

     

  • Bishwajeet Samal drives back to India to take the wheel at Volkswagen

    Bishwajeet Samal drives back to India to take the wheel at Volkswagen

    MUMBAI: In the breakneck world of auto branding, one man just took a U-turn—with flair. Bishwajeet Samal, the marketing maestro with nearly two decades of strategy-fuelled acceleration across global marquees, has returned to Indian turf as the new head of marketing & PR at Volkswagen India. And let’s just say—he’s not parking gently.

    Announced in April 2025, this move marks Samal’s homecoming after a four year stint at the Wolfsburg HQ where he drove Volkswagen’s global media engine like a high-performance ID.7 on the Autobahn. His resume reads like a greatest hits of automotive communication: global brand campaigns, electric vehicle launches, joint business deals with digital behemoths like Google and Meta, and a knack for turning media chaos into KPI gold.

    Before swapping currywurst for curry once again, Samal held the role of global lead – campaigns & media management at Volkswagen, where he handled 360-degree integrated campaigns for icons like the Tiguan, Golf, and the all-new Tayron. He also led global media strategy, orchestrated agency pitches, and advised regional markets from Europe to India and Russia. Now he’s back to do what he does best—shift Indian brand narratives into top gear.

    “I’m happy to share that I’m starting a new position as head of marketing & PR at Volkswagen India!” Samal shared on Linkedin, with all the calm of a man who has helmed marketing for the world’s second-largest car manufacturer.

    This isn’t his first lap around the VW India circuit. From 2018 to 2020, he already wore the marketing crown, implementing brand transformations and ROI-rich strategies while juggling PR, CRM, digital, and retail like a marketing octopus. Even before that, he held key regional media roles and was instrumental in Volkswagen’s brand entry into the Indian market.

    Samal’s return to the Indian division comes at a pivotal moment. As Volkswagen looks to redefine its market strategy in a fiercely competitive automotive landscape, having a globe-trotting strategist at the helm could be the turbocharged push the brand needs.

    From spearheading the company’s IPL campaigns in its early India innings to commanding boardroom tables in Wolfsburg, Samal has driven both reach and relevance. Now he’s back on native soil—helmet off, sleeves rolled—and ready to hit the gas.

     

  • Colgate plants the seed of hygiene with Indianis Dentris flower campaign

    Colgate plants the seed of hygiene with Indianis Dentris flower campaign

    MUMBAI: Some campaigns whisper. This one smacked Mumbai across the face with a floral flourish. Colgate-Palmolive India has launched a campaign that’s equal parts science fair, social experiment, and solid marketing theatre. Dubbed the ‘Indianis Dentris,’ it’s a flower you didn’t know you needed to fear—because it’s made from your overused toothbrush.

    Over five days in March, Mumbai’s Veermata Jijabai Bhosale Botanical Udyan and Zoo was quietly hijacked by Colgate’s marketing imagination. Unsuspecting visitors were drawn to what appeared to be high-definition botanical panels showcasing a stunning new floral species.

    Latin name? Indianis Dentris.

    National pride? Implied.

    Scientific description? Convincing.

    What it really was? A close-up of your toothbrush head after six months of denial and dental negligence.

    “Breaking through consumer inertia wasn’t easy. The biggest challenge wasn’t awareness, it was action,” said Colgate-Palmolive (India) Limited EVP-marketing, Gunjit Jain. “People know they should replace their toothbrush regularly, but they don’t. We had to break that cycle, not with facts alone, but with an experience that made them feel the urgency.”

    Colgate’s stunt turned stale hygiene habits into blooming horror. The campaign highlighted one uncomfortable truth: millions of Indians hold onto their toothbrushes long after their bristles wave the white flag. The flower was more than symbolism. It was a dirty mirror held up to a national habit.

    “A flower truly rooted in Indian culture, the Indianis Dentris is as Indian as it gets. More than a just a symbolic flower, it’s the portrait of a national habit. Reflecting on the behaviour that needs change,” the brand explained.

    WPP@CP executive creative director Juneston Mathana said, “The real task was making them experience the realization for themselves. Once they made the connection, the behaviour shift was how we set out to achieve.”

    Through macro photography, museum-style placards, and cheeky pseudo-science, Colgate didn’t just push a product—it staged a public intervention. The Indianis Dentris didn’t just bloom in Mumbai, it seeded conversations everywhere from kitchen tables to dental clinics.

  • Ajay Khurana takes the wheel at ECL Finance to drive MSME lending shift

    Ajay Khurana takes the wheel at ECL Finance to drive MSME lending shift

    MUMBAI: ECL Finance has just swapped gears in its leadership engine. As of 1 April 2025, Ajay K. Khurana officially took charge as managing director, armed with four decades of no-nonsense banking muscle and a mandate to turbocharge the company’s pivot to MSME lending. Following the Reserve Bank of India’s nod, ECL has pulled the trigger on a leadership move that blends governance grit with digital flair.

    Khurana isn’t just another pinstripe suit in a boardroom. With heavyweight stints at Bank of Baroda, Syndicate Bank and Vijaya Bank, he’s been elbows-deep in consumer banking, risk management and digital transformation. He’s also no stranger to shaping the financial plumbing of the country, having served on boards like NPCI and Indo Zambia Bank, and chaired Baroda Global Shared Services and Baroda Sun Technologies to push tech-led banking upgrades.

    ECL Finance is currently steering its strategy away from its old-school wholesale roots. Over the last five years, the company slashed its wholesale lending book by a staggering 85 per cent and trimmed its debt by 80 per cent, opting instead for a leaner, cleaner, retail-focused model. Now, it’s going all-in on asset-light MSME lending, betting on agility over bulk.

    With Khurana at the helm, the game plan is clear: scale sustainably, innovate boldly, and bring some digital dazzle to the often-boring world of finance. And given his track record, it looks like ECL Finance may finally be ready to play offence rather than just defence.

     

  • Alstone rejoins RCB as official cladding partner for T20 2025 season

    Alstone rejoins RCB as official cladding partner for T20 2025 season

    MUMBAI: Alstone, has renewed its partnership with Royal Challengers Bengaluru (RCB) as the official cladding partner for T20 season 2025. Following a successful collaboration in 2023, this alliance underscores a shared commitment to high performance, innovation, and excellence—values that define both the brand and the team.

    With the tagline ‘Think Cladding, Think Alstone’ and the campaign ‘Super Batting, Super Cladding 2.0’, the partnership blends the thrill of top-tier cricket with cutting-edge architectural solutions.

    Alstone managing director Sumit Gupta said, “We are thrilled to partner with RCB once again for T20 season 2025. Our previous collaboration in 2023 brought us remarkable brand mileage, allowing us to connect with a passionate and engaged audience. Just as RCB consistently delivers outstanding performances on the field, Alstone remains committed to offering world-class, innovative façade solutions. This partnership will further strengthen our brand presence and align us with a team that shares our vision for excellence.”

    Beyond brand visibility, the collaboration aims to educate young creatives and consumers about Alstone’s innovative cladding solutions. A robust marketing strategy including digital campaigns, outdoor ads, print, radio, and social media will ensure a strong presence throughout the T20 season.

    Welcoming Alstone’s return, RCB COO Rajesh V Menon said, “We are delighted to have Alstone back as our official cladding partner for this season. Their innovative approach to exterior cladding solutions aligns perfectly with RCB’s dedication to pushing boundaries and setting new benchmarks.”

    With this renewed alliance, Alstone continues to build its legacy—both on stadium façades and in the hearts of cricket fans.

  • Upgrad taps Sunita Mohanty to steer revenue ship into global waters

    Upgrad taps Sunita Mohanty to steer revenue ship into global waters

    MUMBAI: When a growth rocket needs fuel, you call in a heavy hitter. And that’s exactly what Upgrad Enterprise has done by appointing Sunita Mohanty as its new revenue head. Effective March 2025, the skilling juggernaut has onboarded the industry veteran to supercharge strategy, scale partnerships, and rake in revenues from India to the middle east—and a few time zones beyond.

    Announced on 2 April 2025, this strategic hire marks a bold step as Upgrad doubles down on its mission to build a future-ready workforce through enterprise learning. Mohanty isn’t just bringing her suitcase to the Bengaluru HQ—she’s bringing a two-decade track record of turning chaos into quarter-on-quarter miracles.

    Armed with 25+ years of firepower across Wipro, Oracle, Capgemini, Sodexo, and most recently, SAP (where she led cloud success services for the Indian subcontinent), Mohanty has seen it all. Sales, delivery, customer success, P&L management—she’s the kind of leader who’ll not just move the needle but replace it with a laser pointer.

    “It’s an exciting growth phase for us – we are doubling down on our business and leadership, to ensure continued growth. Sunita brings core capabilities in building and scaling high-impact enterprise solutions while also driving stronger customer engagement. Her strategic acumen will help us unlock new market opportunities and scale into newer regions to support global organisations build a future-ready talent pipeline for effective business ROI,” said Upgrad Enterprise CEO Srikanth Iyengar.

    Mohanty’s playbook will focus on expanding global enterprise partnerships, especially with India HQ organisations, GCCs and multinational players. Her sharp focus? GenAI, emerging tech, and the skilling solutions that make CFOs smile.

    “The rapid shifts in macroeconomic conditions and disruptive technological advancements are compelling businesses to rethink their workforce strategies. Organisations are no longer just adapting but actively future-proofing their talent to stay ahead in an ever-evolving landscape. For Upgrad Enterprise, this is an exciting opportunity to be a strategic partner in shaping the workforce of tomorrow. By bridging critical skill gaps and equipping employees with future-ready capabilities, we are driving not just learning, but transformation. I’m thrilled to be part of this next phase of growth and impact at Upgrad,” said Mohanty.

    An alumna of Xavier Institute of Management, Bhubaneswar, Mohanty will be based in Bengaluru. With a career crafted at the crossroads of tech and transformation, her arrival signals Upgrad’s serious push into global C-suite conversations.

  • Havas Life Mumbai brings home old hand as managing director

    Havas Life Mumbai brings home old hand as managing director

    MUMBAI: Havas Life Mumbai, the healthcare communications arm of Havas India, has tapped industry veteran Dorelle Kulkarni as its new managing director in a move that feels like a homecoming for both parties. Kulkarni, who previously spent a decade at what was then Sorento Healthcare (now Havas Life Mumbai), steps into the role vacated by Sangeeta Barde.

    “Joining Havas Life Mumbai feels like a homecoming,” said Kulkarni, who brings 30 years of health and wellness marketing expertise to the table. “I am excited to collaborate with a team that shares my passion for innovation and excellence in healthcare communications.”

    The appointment comes at a critical juncture for healthcare communications in India, which stands “at the forefront” of the global healthcare revolution, according to global chief client officer and CEO Havas Health Latam & APAC Charles Houdoux. Kulkarni will report directly to Houdoux while working closely with Havas India, SEA, and North Asia  group CEO Rana Barua.

    Kulkarni’s has had  stints at Publicis Health and Lowe Lintas, where she managed blue-chip clients such as Abbott, GSK, Pfizer and Novartis. Her appointment is expected to bolster Havas Life Mumbai’s position as a key player in Havas’s global health and wellness network.

    “Her deep industry expertise, strategic vision, and passion for innovation will be instrumental in shaping the next phase of growth,” said Barua, who also thanked outgoing chief Sangeeta Barde for her leadership.

    Havas India has been on a tear recently, acquiring new clients across various sectors and winning prestigious awards, including being Great Place To Work Certified™ for three consecutive years. The network comprises 25 agencies across three verticals: Havas Health Network, Havas Creative Network and Havas Media Network, with offices in Mumbai, Gurugram, Bengaluru and other major Indian cities.

  • Pidilite shuffles top deck, appointing Vats as MD and Singh as joint MD

    Pidilite shuffles top deck, appointing Vats as MD and Singh as joint MD

    MUMBAI: Pidilite Industries has announced a shake-up in its top brass, appointing Sudhanshu Vats as managing director and Kavinder Singh as joint managing director, effective from  10 April 2025. This move comes as Bharat Puri, who’s steered the company for a decade, steps down from his managing director role.

    The board expressed “deep appreciation and gratitude” for Puri’s “valuable contributions..”  Puri, who’s been at the helm since 10 April 2015, will transition to a non-executive and non-independent director role for a three-year term.
    Durai Babu Sreenivasan
    M.B. Parekh, executive chairman of Pidilite, waxed eloquent about Puri’s tenure, stating, “Pidilite has made substantial progress and created significant shareholder value during his term.” He also welcomed Vats and Singh, saying their appointments “will reflect the next phase of the Pidilite leadership journey.” 

    Meanwhile, in a separate announcement, the company also appointed Durai Babu Sreenivasan as chief business officer (industrial products –  IP), effective from 1 April  2025. Sreenivasan, a seasoned sales and marketing veteran with over 31 years of experience in the adhesives sector, joins Pidilite’s senior management team. He’s had stints at Henkel Adhesives Technologies, Raghavendra Chemicals, and Delta Forge., and holds an MBA in Marketing from Annamalai University.

  • Artha Animation Delivers High-Impact Commercials for Qubo & Citroën..

    Artha Animation Delivers High-Impact Commercials for Qubo & Citroën..

    MUMBAI: ARTHA Animation, a leading production house, continues to push creative boundaries with its latest campaigns. The studio recently delivered three commercials for Qubo, a Hero Group venture, which aired during the high-profile India-England cricket series on JioHotstar. Directed by Milind Nandanwar and produced by Gaurav Malhotra, these ads highlight Qubo’s smart home innovations in a fresh and engaging manner. A special thanks to Rachit and Manas from Team Qubo for their invaluable support. Watch here.

    In addition, ARTHA Animation collaborated with Citroën and Altertype to craft two compelling films—one for Valentine’s Day (February) and another for Holi (March)—bringing the brand’s vision to life through storytelling and dynamic visuals. Also directed by Milind Nandanwar and produced by Gaurav Malhotra, these films capture Citroën’s distinct personality and connection with its audience. A heartfelt thanks to Team Citroën and Altertype for their trust and collaboration.

    •    Valentine Film: 

     
    •    Holi Film: 

    Currently, ARTHA Animation is gearing up for its next celebrity-led commercial, scheduled for production next month. While details remain undisclosed, this project promises to reinforce the studio’s reputation for high-quality, impactful content.

    However, ARTHA Animation is not just limited to advertising—it has a rich legacy in the animation space. The studio’s upcoming Premium Original Series, is set to redefine how India perceives animation. Slated for release this year on a leading OTT platform, the series aims to set new benchmarks in storytelling and visual excellence.

    With a growing portfolio of successful campaigns and ground breaking animation projects, ARTHA Animation remains a powerhouse in the industry, blending creativity and innovation to deliver storytelling that resonates with audiences.  
     

  • How Maitri and BGMI made a scam ad to expose scam ads

    How Maitri and BGMI made a scam ad to expose scam ads

    MUMBAI: KRAFTON India’s BATTLEGROUNDS MOBILE INDIA (BGMI) has once again tapped into its strong community culture by turning April Fools’ Day into an opportunity for education. This year’s campaign took a humorous yet impactful approach to warn players about the risks of purchasing in-game currency (UC) from untrustworthy sources.

    BGMI partnered with Maitri to launch a bold and innovative scam campaign to raise awareness about scam ads. The campaign hinged on a fake promise: free UC (in-game currency) for BGMI players. To sell the deception, the team collaborated with George Thokkumootil, the iconic character from Akkara Kazhchakal, a beloved Malayalam sitcom.

    Film:

    Through a mockumentary-style video, the team crafted a relatable and engaging story, seamlessly integrating a key message—if players buy UC from unauthorized sources, they risk losing their accounts. The film centers around a quirky salesman who promises players the ultimate BGMI experience, offering everything from UC top-ups and elite passes to exclusive skins and premium vehicles. His pitch is simple: all he needs is the player’s “Money and Account” in return for guaranteed Chicken Dinners, all delivered through his questionable company that claims to cater to every gamer’s needs.

    The video was shot in the US with the original Akkara Kazhchakal team, using their signature humor to create authenticity. The footage was then edited in Kerala by Maitri Advertising. This collaboration ensured that the campaign resonated deeply with the audience, tapping into nostalgia to convey an important message.

    Watch the short film on Battlegrounds Mobile India official Instagram channel. 

    “Akkara Kazhchakal, a beloved Malayalam sitcom from the late 2000s, humorously portrayed the struggles of a Malayali family in the US. Originally airing on TV and YouTube, its popularity soared on Instagram and TikTok through nostalgic clips, memes, and fan edits. The show’s iconic dialogues and scenes, especially those featuring George Thekkumootil, an insurance agent, continue to resonate in pop culture, making it the perfect nostalgic touch for BGMI’s anti-scam prank.” – Francis Thomas, Group Creative Director, Maitri Advertising.

    Website: 

    To add credibility, the campaign also featured a dedicated landing page, reinforcing the importance of making purchases only through official channels. A fully functional website was created. The site mimicked real scam websites, luring players with the promise of free UC. Upon entering their BGMI ID, they were immediately informed that the entire setup was a scam designed to warn them against falling for actual fraudsters.

    Visit: https://tafreeuc.com/

    The results?

    Within hours, the campaign garnered over 2.5 lakh shares and more than 3 million views. Malayalees were thrilled by the unexpected reunion, while non-Malayalees were hooked by the clever execution. The video spread like wildfire.

    ●    3.6M+ views
    ●    182K+ likes
    ●    265K+ shares
    ●    4.2K+ comments
    ●    135K+ website clicks

    The viral nature of the campaign is a testament to how well the message resonated with players, turning an inside joke into a widely shared learning moment.

    Why it worked:

    The campaign stood out because of its mockumentary storytelling that helped in enhancing credibility and engagement. The multi-platform execution—using video, a fake website, and in-game hoardings—ensured that the message reached players through multiple touchpoints. Additionally, the cultural relevance of featuring a nostalgic Malayalam sitcom character deepened the connection with the audience, making the campaign not just informative but also deeply engaging.

    “April Fools’ has always been a great time to unveil inside jokes, and the community gets in on it. This year, we thought we should use the occasion for a little bit of education as well, so that our fans don’t click on untrustworthy sources to buy in-game currency. Looking at the 2L shares already, I’d say it’s been widely accepted and shared. We will look to create some more surprises for our fans as we go along!”  
    — Srinjoy Das, Associate Director of Marketing at Krafton

    By blending humor with awareness, BGMI continues to uphold its dedication to a safe and secure gaming environment to a safe and fair gaming environment, ensuring that players are informed and protected from fraudulent sources. This initiative is yet another example of how BGMI leverages cultural moments to engage with its audience while delivering important messages in an entertaining format.

    Campaign Credits:

    Client: Battlegrounds Mobile India (BGMI)
    Agency: Maitri Advertising Pvt. Ltd
    Managing Director: Raju Menon
    Chief Operating Officer: Jayakumar N
    Director Ideation: Venugopal R Nair
    Creative Directors: Francis Thomas & Vincent Vadakkan
    Chief Media Officer & Key Accounts Head: Sumit G
    Director, Digital and Overseas Business: Sumit Raj
    Head (Digital & Creatives): Ajay Sathyan
    Writer & Art Director: Muhammed Farhan
    Senior Editor: Anil Jacob
    Editor: Sharath Chandran