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Category: MAM

  • Truth in real estate gets a Telangana tweak

    Truth in real estate gets a Telangana tweak

    MUMBAI: When it comes to buying a home, dreams often come wrapped in glossy brochures and grand promises. But in Telangana, truth in real estate ads just found a new guardian. The Telangana Real Estate Regulatory Authority (TGRERA) has inked a pact with the Advertising Standards Council of India (ASCI) to crack down on misleading property promotions and safeguard homebuyers.

    The Memorandum of Understanding (MoU) was signed in Hyderabad in the presence of TGRERA chairman N. Satyanarayana, IAS, members J. Laxmi Narayana and K. Srinivasa Rao, along with senior TGRERA officials. Representing ASCI were CEO and secretary-general Manisha Kapoor and director of operations Saheli Sinha.

    The partnership will see ASCI use its digital monitoring tools to spot non-compliant real estate ads across online platforms. Once flagged, these dubious claims will be escalated to TGRERA for swift regulatory action.

    “Clear and truthful advertising is central to consumer trust in the housing market,” said Satyanarayana. “With ASCI’s expertise and technology, we can act faster and protect homebuyers from misleading claims.”

    This collaboration mirrors similar successes in other states. In 2024, the Maharashtra regulator (MahaRERA) teamed up with ASCI to identify thousands of dubious property ads, ensuring action under RERA provisions. Telangana now aims to replicate and scale that success.

    ASCI’s Manisha Kapoor said, “Partnerships like these show how cooperation between regulators and ASCI can create real impact. Together with TGRERA, we’re helping ensure that what’s promised on paper matches what’s delivered on site.”

    With this alliance, Telangana’s real estate sector looks set for a transparency makeover, where ads tell the truth, and homebuyers finally get what they were sold on.

     

  • PepsiCo’s new brand identity swaps its stripes for smiles

    PepsiCo’s new brand identity swaps its stripes for smiles

    NEW YORK: PepsiCo has binned the branding it has worn for a quarter-century. Out with the old, in with the grin. The company’s fresh corporate identity, unveiled on 28 October, marks its biggest visual shake-up since the turn of the millennium—a deliberate signal that this is no longer just the fizzy-drinks firm your parents knew.

    Sixty years after Pepsi merged with Lay’s, the empire has swelled to more than 500 brands—Tostitos, Gatorade, Quaker, Siete, poppi—and 300,000 employees. It peddles snacks and beverages from Kansas corner shops to Cairo kitchens, from São Paulo’s streets to Shanghai’s stores. Yet only 21 per cent of consumers can name a PepsiCo brand beyond Pepsi itself. Chairman and chief executive Ramon Laguarta reckons the rebrand will fix that. “Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe,” he says.

    The new logo plants a “P” at its centre, hemmed in by shapes representing consumer focus, sustainability and taste. A custom typeface in lower case softens the corporate edge. The colour palette draws from earth tones and vivid hues—soil, drinks, planet, people. And lurking beneath it all: a smile. That grin anchors the company’s new three-word mantra: “Food. Drinks. Smiles.”

    Chief consumer and marketing officer and chief growth officer for international foods  Jane Wakely calls it “a beautiful expression of both who we are as a company today and our aspiration for the future.” The smile, she insists, signals an “obsession with consumers” that will fuel growth.

    The rebrand will roll out gradually across PepsiCo.com, LinkedIn, Instagram, YouTube and TikTok, then seep into packaging, workplaces and signage worldwide. Whether it prompts consumers to smile back—or simply reach for a rival’s crisps—remains to be seen.

  • Exelmoto shifts gears from vanity to utility

    Exelmoto shifts gears from vanity to utility

    MUMBAI: Forget the flowery talk about clean air and conscious commuting. Exelmoto, the electric cycle venture backed by actor Suniel Shetty, cricketer KL Rahul and actor Ahan Shetty, is done playing the aspirational mobility game. It’s now chasing something far more lucrative: last-mile logistics.

    The company has signed up Delhivery, one of India’s largest delivery networks, for a phased rollout of 200 electric bikes purpose-built for hauling parcels through congested urban streets. The deal, which began as a pilot in June, validates founder Akshai Varde’s bet that sturdy frames and fat tyres built for Indian roads could handle real-world commercial pounding.

    “Delhivery validated what we built under real-world conditions,” said Varde, a designer with over two decades in motorcycles. “It showed that our design and engineering hold up even in demanding daily use.”

    The pivot marks a sharp turn for a brand that launched with lifestyle credentials in June 2025 —lightweight electric cycles that need no registration or licence, aimed at students, office workers and the elderly. But whilst the personal mobility pitch has its charms, the margins and scale lie in B2B contracts.

    “Our commercial pivot creates clear paths to profitability,” said Rahul, who joined Shetty and Ahan as co-investor earlier this year. “This isn’t just about personal mobility anymore; it’s about building last-mile infrastructure for India.”

    The company hasn’t abandoned retail entirely. Exelmoto recently launched Scoot, an electric cycle with a step-through frame and bench seat designed for women and older riders. It offers 45 kilometres of range with pedal-assist, keeping it licence-free whilst targeting comfort over speed.

    “When my generation can confidently adopt electric mobility, the revolution is truly underway,” said Shetty, who came aboard after seeing Varde’s prototype.

    With 68 outlets opening, Amazon and Flipkart listings set for November, and manufacturing capacity targeted at 50,000 bikes by 2026, Exelmoto is scaling fast. The company holds two granted patents and four pending, covering frame architecture and component packaging. Exports to southeast Asia and west Asia are in the works.

    Ahan, the youngest investor, summed up the shift: “My generation’s looking for brands that evolve with us, not just talk to us. Exelmoto began with style, and now it’s about substance and infrastructure.”

    Whether India’s clogged streets need another electric two-wheeler is debatable. Whether they need one that can turn a profit delivering packages is a far more interesting question. Varde and his celebrity backers are betting the answer is yes.

  • Surya Roshni elevates veteran to head marketing & advertising, lighting division

    Surya Roshni elevates veteran to head marketing & advertising, lighting division

    NEW DELHI: Parul Phadke has climbed the ladder at Surya Roshni, moving from assistant general manager to head of marketing and advertising for the company’s lighting and durables business. The promotion, effective October 2025, caps a four-year stint at the Delhi-based manufacturer.

    Phadke joined Surya Roshni in June 2021, steering marketing communications, digital strategy and brand management for a company that supplies everything from LED bulbs to steel pipes. Her remit now expands to encompass both above-the-line and below-the-line advertising for the entire division.

    Surya Roshni was her first employer; she spent 15 months at the firm between 2009 and 2010 as deputy manager, handling press conferences and event management across India, before departing for a marketing role at Fun Multiplex.

    Her career spans stints at Donaldson India Filter Systems, where she was shortlisted for a leadership summit in Minneapolis, and Arise India, where she conceptualised the company’s premium retail format. But it was her six-year tenure at Art Housing Finance that proved formative. As chief manager, Phadke built the marketing vertical from scratch, expanding the brand to 45 cities whilst managing budgets, compliance and corporate communications.

    Industry watchers reckon the promotion reflects Surya Roshni’s push to sharpen its consumer-facing brands in an increasingly crowded lighting market. Phadke, who describes herself as a “change evangelist”, will need every bit of that disruptive thinking. The lighting sector is ablaze with competition—and she’s now holding the torch.

  • Srinivasan Swamy inducted into AFAA hall of fame at Adasia Beijing

    Srinivasan Swamy inducted into AFAA hall of fame at Adasia Beijing

    MUMBAI: In a moment of well-deserved recognition, R K Swamy Ltd chairman Srinivasan Swamy has been inducted into the Hall of Fame of the Asian Federation of Advertising Associations (AFAA) at Adasia Beijing. The honour ‘AFAA’s highest’ was presented by AFAA  immediate past president Raymond So, before delegates from 32 countries.

    The citation celebrating Swamy’s extraordinary career highlighted his “quarter century spent in leading and building the largest Indian-owned integrated marketing services group”: the R K Swamy Hansa Group. It also commended his visionary leadership that has guided the global marketing and communications industry for over four decades.

    Over the years, Swamy has held numerous prestigious leadership positions across the industry. He has served as chairman of the Asian Federation of Advertising Associations (AFAA), chairman and world president of the International Advertising Association (IAA), and chairman of the Confederation of Asian Advertising Agency Associations (CAAAA). He was also president of the India chapter of the IAA for an unprecedented four years, president of the Advertising Agencies Association of India (AAAI) for three consecutive terms and was re-elected once again in 2025 and chairman of the Advertising Standards Council of India (ASCI). In addition, he has served as chairman of the Audit Bureau of Circulations (ABC), president of the All India Management Association (AIMA), the Madras chamber of commerce and industry, the Madras management association, and the Advertising club Madras.

    The citation also lauded his role in creating and leading major industry milestones. Swamy played a key part in conceptualising Goafest, steering the IAA world congress 2019, and spearheading the IAA silver jubilee summit in Kochi. He has also been instrumental in driving several editions of the confederation of Indian industry’s international brand summit and the AIMA world marketing congress, among other notable initiatives.

    Beyond the realm of advertising, Swamy has made a significant impact through his work with social, educational, medical, and cultural institutions. His involvement in community and religious causes has further reinforced his reputation as both an industry stalwart and a socially conscious leader.

    His illustrious career has earned him numerous national and international accolades. He is the only Indian to have received the award of appreciation from the Japan Advertising Association, the IAA Global Compass Award for outstanding contribution to the industry, and the Adstar Korea Lifetime Honour Award. Among his many other honours are the AFAA special merit award, the IAA Inspire champion award, the IAA North Star medal, and the honorary life fellowship from the All India Management Association.

    Swamy has also been recognised closer to home with lifetime achievement awards from the advertising agencies association of India, Indira institutions, the Rotary Club of Guindy, and the Advertising Club Madras. He has been inducted into the IAA India chapter hall of fame and was honoured with the Distinguished alumni award by the Alagappa College of Technology during its platinum jubilee celebrations.

    Known for his friendly demeanour, generous spirit, and wise counsel, Srinivasan Swamy continues to inspire the advertising fraternity across the world. His induction into the AFAA hall of fame cements his position as one of India’s most respected global advertising leaders: a visionary who has built an enduring legacy of leadership, learning, and lasting impact.
     

  • Cinépolis and Fanta brew up a spooky treat for halloween movie nights

    Cinépolis and Fanta brew up a spooky treat for halloween movie nights

    MUMBAI: Who says chills only come from the big screen? This Halloween, Cinépolis India and Fanta are serving up a frightfully fun experience that’s equal parts spooky and sippable.

    From 24 October to 6 November, moviegoers can enjoy a halloween combo featuring nachos and unlimited Fanta refills, all wrapped up in specially designed, Halloween-themed cups. The offer, aptly themed “Sip the spook. snack the fun”, brings a playful fizz to the season of frights.

    Cinépolis India managing director Devang Sampat said, “At Cinépolis, we believe in turning every visit to the cinema into an experience that connects with our audiences. Collaborations like this with Fanta allow us to engage with our younger patrons in ways that are playful yet experiential. As India’s festive calendar becomes more diverse, we see growing interest in global cultural moments like Halloween, and we are excited to bring that spirit alive within our cinemas.”

    As the world of cinema meets the world of candy corn and cobwebs, this collaboration promises a refreshing twist for the Halloween-curious crowd. Available across Cinépolis cinemas nationwide, except at Cinépolis ireo, Cinépolis savitri, and Cinépolis Vip, the offer lets you sip, snack, and spook your way through your favourite films.

  • Fevicol sticks it to the Louvre heist with witty real-time masterstroke

    Fevicol sticks it to the Louvre heist with witty real-time masterstroke

    MUMBAI: Paris lost a jewel, but Fevicol stole the moment! In a stroke of sticky brilliance, Fevicol turned the recent Louvre Museum jewel heist into a marketing masterpiece, proving once again that no global moment escapes its famously “mazboot jod” (strong bond).

    As social media buzzed with Dhoom 2 and Mission Impossible references after the theft, Fevicol, crafted by Schbang, slid smoothly into the conversation. Their cheeky post read, “Ab Dhoom machane ki hamari baari” (Now it’s our turn to make an impact), suggesting that if the display case had been sealed with Fevicol, the heist would’ve been, quite literally, impossible.

    The tongue-in-cheek ad glued together global pop culture and local wit, making audiences chuckle while subtly flexing the brand’s promise of unbreakable bonds. And the numbers spoke louder than any art critic, over 41 million views, 73,000 shares, and 165,000 interactions in just five days.

    Fevicol’s vice president of marketing Rajiv Subramanian, put it best, “Every global moment is a canvas for creativity and we love adding Fevicol’s sticky twist.”

    Senior creative strategist Sanyukta Jamkhedkar revealed that the idea came naturally, “When the team saw the news, someone joked, ‘Fevicol laga diya hota!’ That’s how seamlessly it began.”

    By blending topical humour with desi flair, Fevicol once again proved that it doesn’t just join conversations, it cements them. From furniture to fandoms, if it’s trending, Fevicol’s got it stuck.
     

  • Saksham Kohli hops over to FCB India as president of new venture

    Saksham Kohli hops over to FCB India as president of new venture

    GURGAON: Saksham Kohli has landed at FCB India as president of FCB NEO, marking the end of a nearly seven-year stint at Cheil Worldwide where he shepherded Samsung’s flagship mobile campaigns.

    The move, announced this month, sees Kohli swapping his associate vice-president perch at Cheil—where he orchestrated integrated campaigns for Samsung’s mobile portfolio and ecosystem products—for the top job at FCB’s new venture.

    At Cheil since 2019, Kohli climbed from director of client services to associate vice-president, spending his final months managing full-funnel marketing strategies that blended creative, digital and media. Before that, he put in three years at Ogilvy, steering brands including Perfetti Van Melle, Pernod Ricard India, BMW Mini and Dupont through 40-odd large-scale integrated campaigns.

    His advertising pedigree includes a two-and-a-half-year spell at FCB Global (2013-2016) handling Whirlpool’s India operations, plus stints at McCann on Aircel, Ogilvy & Mather on KFC India, Publicis on Beam Global Spirits & Wine, and BBDO India on Wrigley’s and Hewlett Packard.

    Kohli’s pitch: marketing that starts with understanding people and ends with measurable impact. Whether FCB Neo delivers on that promise remains to be seen—but with a Samsung-sized portfolio under his belt, he’s certainly had the practice.

  • Gallant serves up a smash with padel complex

    Gallant serves up a smash with padel complex

    MUMBAI: Game, set, match! Gallant Sports has just scored big. The sports infrastructure pioneer has unveiled one of India’s largest four-court padel complexes at the Jindal Steel Plant in Angul, giving the country’s fastest-growing racquet sport a grand new stage.

    Spanning nearly 10,000 square feet, the all-weather facility sets a new benchmark in design and quality. Built to international standards, each panoramic court features galvanised steel framing, 12mm tempered glass for crystal-clear visibility and high-performance artificial turf for that perfect bounce. The complex is illuminated by advanced LED lighting, ensuring the rallies don’t stop when the sun goes down.

    Awarded in May 2025 and completed by September, the project reflects Gallant’s signature precision and speed. “Delivering a project of this scale and quality for a prestigious client like Jindal is a moment of immense pride,” said Gallant Sports & Infra founder and CEO Nasir Ali. “Padel is the fastest-growing racquet sport globally, and this complex puts Jindal’s township on the map as a premier sporting destination.”

    More than a showcase of engineering excellence, the facility aims to bring communities together through sport, fitness and friendly competition. With playability ensured year-round and courts that meet every international specification, this padel paradise is ready to rally the region.

    From steel to serves, Jindal’s latest addition proves that when it comes to passion and precision, Gallant Sports always plays to win.

     

  • Radcliffe Schools reimagine learning with 2.0

    Radcliffe Schools reimagine learning with 2.0

    MUMBAI: Education just got an upgrade. The Radcliffe Group of Schools has rolled out Radcliffe 2.0, a bold new chapter in schooling that promises to prepare children not just for exams, but for life itself.

    With 20 campuses across India and more on the way, Radcliffe’s transformation marks a shift from traditional classrooms to future-ready learning spaces that spark curiosity, creativity and character in equal measure.

    For over 15 years, Radcliffe has been synonymous with quality education and academic excellence. Now, through its Radspark framework, the school is setting a fresh benchmark with five learning pillars, skill development, personalised pathways, applied learning & agency, relationships & values, and keystone attributes. Together, they power the spark score, a unique index tracking every learner’s academic, emotional and creative growth.

    Adding to the mix are flagship programmes such as Reach (language and communication skills), Raise (life skills and leadership), and Spa (sports and performing arts). From immersive labs to hands-on learning, Radcliffe 2.0 is designed to connect knowledge with the real world, and to make learning a lived experience rather than a race for marks.

    “Radcliffe 2.0 is more than a rebranding; it’s a reimagining of education in India,” said Radcliffe Schools CEO Himanshu Yagnik. “Our aim is to nurture learners who are rooted in values, ready for the future, and resilient in spirit.”

    With its refreshed identity and renewed purpose, Radcliffe 2.0 brings together innovation, empathy and excellence, lighting the way for a generation of students ready to lead with heart and head in harmony.