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Category: MAM

  • Spinny drives the point home with Sachin’s ‘God Promise’ on the move

    Spinny drives the point home with Sachin’s ‘God Promise’ on the move

    MUMBAI: When Sachin Tendulkar makes a promise, it’s not just heard, it’s driven home. Quite literally now, as Spinny’s ‘God Promise’ campaign hits the road across India’s metros, shifting gears from screens to the streets. After racking up millions of views online and sparking buzz on Linkedin, Spinny has now rolled out a high-visibility outdoor and transit campaign. Think branded cabs in Delhi, city buses in Chennai, Bengaluru and Pune, and even Mumbai’s iconic double-decker buses all bearing the message of trust, assurance, and India’s most beloved cricketer.

    It’s a smart move. Where better to meet your potential car buyer than during their daily commute?

    Much like the brand films, the OOH creative is no-nonsense and culturally grounded. The sight of Sachin paired with the words “God Promise” cuts through the usual billboard clutter not with flash, but with familiarity. The campaign strikes an emotional chord with Indians for whom trust, especially while buying or selling a car, is non-negotiable.

    In addition to the celebrity endorsement, Spinny has backed its ‘promise’ with action: a first-of-its-kind 3-year Assured+ warranty, a 5-day money-back guarantee, and access to over 10,000 plus verified cars. For sellers, the platform also promises best-price deals putting its money where its messaging is.

    From Delhi’s RWA networks to Mumbai’s bus routes and Chennai’s bustling corridors, Spinny’s strategy is simple: be visible where the buying intent brews. Not in boardrooms or banners, but on buses, in traffic jams, and on roads where real decisions are made.

    As one campaign insider put it, “Trust isn’t a tagline for us, it’s an everyday delivery.”

    With Spinny’s new route, the message is clear: in the great Indian used-car market, faith isn’t optional. It’s a feature.

  • Nasher Miles rolls out Pride campaign with Myntra and Lauren Robinson in full colour

    Nasher Miles rolls out Pride campaign with Myntra and Lauren Robinson in full colour

    MUMBAI: Airports often mark endings and beginnings, but this June, Goa Airport saw something more—a bold, unmissable celebration of Pride rolling down its baggage belt. Indian travel brand Nasher Miles and fashion giant Myntra joined forces to launch a flamboyant campaign titled ‘Show Your Colour With Pride’, aimed at making space for authenticity, individuality, and queer self-expression.

    The campaign goes far beyond rainbow-washing. Instead of putting on a colourful front, it hands over the mic—quite literally—to Lauren Robinson, an actor, voice artist, drag performer and proud LGBTQIA+ creator. Robinson’s presence at the centre of the campaign is a deliberate and powerful choice, offering representation not just through aesthetics but through storytelling.

    “Colour has always been more than a vibe. It’s been my resistance. My expression. My truth”, they shared, embodying the spirit behind the collaboration. With their bold styling set against Nasher Miles’ Zanzibar collection, the visuals balance vibrant expression with purpose.

    The Zanzibar range, known for its vivid colours and matte finishes, becomes a metaphor here—not just luggage, but luggage with a voice. And that voice says things like: “Labels belong on luggage, not people”. The campaign’s visuals feature stark white backdrops that let colour—and identity—do all the talking.

    To amplify the message beyond screens, the brand turned Goa Airport’s baggage claim into a vibrant Pride-themed carousel, complete with rainbow stripes. The spectacle, captured on travellers’ phones and shared organically across Instagram and influencer pages, brought the campaign out of the ad studio and into everyday life.

    This was not a one-and-done stunt. The campaign unfolded across digital creatives, influencer-led videos, and vox pops designed to ignite candid conversations around queerness, confidence, and colour. The carousel activation made the message unmistakably clear—this wasn’t about products; this was about presence.

    “Nasher Miles stands for colour. The alignment with the Pride community to celebrate their colours felt like a natural extension. And having Myntra as a partner helped us make it larger than life with the airport activation”, said co-founder & head of marketing Shruti Kedia Daga.

    The campaign now lives across Nasher Miles’ digital platforms, Myntra’s homepage, and in hundreds of reels and posts under the hashtag #SHOWYOURCOLOURWITHPRIDE. If you happened to pass through Goa Airport recently, you might’ve found more than just your suitcase—you may have found a little pride in motion.

  • SEPC joins forces with IAMAI to script India’s next big digital export success story

    SEPC joins forces with IAMAI to script India’s next big digital export success story

    MUMBAI: In India’s thriving bazaar of code and content, two powerhouses have shaken hands to push bytes across borders. The Services Export Promotion Council (SEPC), under the Ministry of Commerce and Industry, and the Internet and Mobile Association of India (IAMAI) signed a Memorandum of Understanding (MoU) in New Delhi to jointly drive the country’s digital services exports into high gear.

    The partnership aims to remove policy potholes, expand international market access, and prepare the country’s emerging digital sectors for the global stage. The MoU sets the stage for institutional collaboration across several fronts—from building working groups with ministries to participating in overseas delegations and trade shows.

    Under the agreement, SEPC and IAMAI will:

    ●    Establish joint working groups with ministries and regulators to resolve policy and trade bottlenecks for digital exporters.

    ●    Coordinate India’s participation in global trade forums and business delegations, creating pathways for startups and digital ventures to enter international markets.

    ●    Organise capacity-building programmes to ensure India’s digital sectors are export-ready.

    ●    Promote high-potential verticals including AdTech, FinTech, HealthTech, SaaS, Digital Entertainment, Edutech, Agri Summit, and Cross-Border E-commerce.

    “India’s digital sector holds immense potential in the global services economy. Through this partnership with IAMAI, we aim to create meaningful opportunities for digital enterprises to grow their international footprint and benefit from structured policy and trade support”, said SEPC director general Abhay Sinha.

    IAMAI president Subho Ray added, “This MoU reinforces our commitment to building a robust ecosystem for digital services exports. By working closely with SEPC, we can jointly support Indian digital innovators in accessing global markets and driving the next phase of India’s export growth story”.

    While India has already cemented its name as a global IT outsourcing heavyweight, this pact shifts the spotlight to a new generation of digital players. From SaaS to streaming, from edtech to agri-tech, the initiative focuses on future-facing sectors that could define India’s next trillion-dollar export ambition.

    The MoU marks a decisive step in bridging industry with the government, injecting India’s digital export engine with both structure and scale. With policy in sync and the global market in sight, India’s digital disruptors may soon be trading in new time zones.

  • Vijay Chauhan to become general manager of adidas India

    Vijay Chauhan to become general manager of adidas India

    MUMBAI: adidas has appointed Vijay Chauhan as general manager of adidas India, effective 1 August 2025. Vijay will oversee operations in India and be based in the Gurugram office.

    Vijay succeeds Neelendra Singh, who will be stepping down after more than two decades with the adidas brand. Under Neelendra’s leadership, adidas India made remarkable progress, notably establishing cricket as a high-impact category for the brand. Neelendra played a pivotal role in transforming the cricket jersey culture in India, driving brand affinity and commercial success.

    Vijay Chauhan rejoins adidas from his most recent role as SVP International at American Eagle Outfitters in New York and brings over 25 years of industry experience across the sporting goods and fashion lifestyle. Vijay first joined adidas in 1999 and during his tenure he served in leadership roles including VP of Retail/Franchise for SEAPAC and general manager of Thailand.

    Emerging Markets managing director, Dave Thomas said, “We’re grateful to Neel for his strong leadership of the India business over the past six years, during which he significantly strengthened adidas’ brand presence, accelerated business growth, and deepened our connection with consumers across India. We also look forward to welcoming Vijay back to the three stripes. With his strong commercial acumen and growth mindset, I’m confident he will continue to drive the adidas brand and business forward in India.”

    Neelendra will remain in his role until August 2025 to ensure a seamless transition.

  • Actimedia’s Trupti Vasudev joins Travel Lifestyle Network board in global first

    Actimedia’s Trupti Vasudev joins Travel Lifestyle Network board in global first

    MUMBAI: Actimedia PR & Digital’s chief executive, Trupti Vasudev, has been appointed to the global board of the Travel Lifestyle Network (TLN), making her the first-ever representative from India to hold the role. She will represent the Asia-Pacific region, spanning India, Singapore, Hong Kong, South Korea, Australia, GCC, Indonesia and Japan.

    The appointment comes as TLN – a coalition of 25 top-tier independent communications agencies – celebrates its 20th anniversary with an expanded mandate and a more globally integrated structure. Known for steering campaigns across luxury travel, hospitality, airlines, wellness and lifestyle, TLN is sharpening its focus on consumer storytelling and cross-border collaboration.

    “The Travel Lifestyle Network is a prime example of the power of collaboration – both for the participating agencies and clients who choose to work with a TLN agency. Specialist agencies are offering agility and deeply localised solutions for lifestyle brands and travel tourism brands with the professionalism of a global network, and as such are offering up a stiff competition to international conglomerates. The APAC region represents one of the world’s most dynamic consumer markets and offers unparalleled opportunities across lifestyle, travel, and luxury segments. I’m excited to leverage the network to create greater opportunities for each of the members and also to expand TLN further into other Asia Pacific markets” said Vasudev.

    Also joining the new-look board is David Zapata, founder of US-based Zapwater Communications, who steps in as executive chair. He’s joined by Marilyne Levesque of Marelle Communications representing the Americas, and Virginie Le Norgant of GroupExpression for Europe. TLN founder Hanna Kleber continues as honorary chair.

    “Our agencies represent a remarkable group of entrepreneurial and innovative leaders deeply embedded in their local markets. Moving forward, we will place greater emphasis on new offerings, services and industries – all while maintaining the high standards of excellence that have defined TLN for two decades,” said Zapata.  

    For Vasudev and Actimedia – TLN’s exclusive Indian agency partner – the move marks a bigger role in shaping global strategy in one of the most competitive segments of PR: lifestyle, hospitality and tourism.

    TLN’s message is clear: 20 years in, the network isn’t slowing down – it’s going global with more force than ever.

  • Fenesta’s new #ShutTheShor campaign turns down the volume on mental noise

    Fenesta’s new #ShutTheShor campaign turns down the volume on mental noise

    MUMBAI: In a world fuelled by pings, pressure and perpetual pace, Fenesta is asking India to do the radical: pause. The country’s leading windows and doors brand has launched the latest edition of its thought-provoking campaign, #ShutTheShor, reframing noise as more than just a decibel problem—it’s emotional clutter.

    The film, conceptualised by TwoHmp and produced by eipi media, dials into the silent stressors of modern life—burnout, digital fatigue, and that ever-buzzing inner monologue. With a meditative pace and no heavy voiceover, the short film tugs gently at a shared cultural nerve: the craving for stillness in a noisy world.

    By releasing the campaign on International Yoga Day, Fenesta aligns itself with mindfulness and balance. Just as yoga centres the body and mind, the brand suggests its well-insulated windows and doors can help centre your home—and your head.

    Speaking of the campaign, Fenesta head of marketing, Sumita Nag said, “At Fenesta, we’ve always stood for comfort, clarity, and creating spaces that offer a sense of calm. With #ShutTheShor, we aim to shift the spotlight to the constant noise that surrounds us. In the clutter of digital chatter, mental overload, and the pressure to stay always connected, this campaign captures how the spaces we design can offer quiet relief, helping people pause, reset, and feel grounded. It’s a natural extension of what we stand for as a brand, thoughtfully built environments that provide complete insulation, support balance and well-being in everyday life.”

    Live across YouTube, Instagram, Facebook and LinkedIn, the campaign champions a quieter, more thoughtful way of living. And it doesn’t shout about it either. It simply whispers: sometimes, the most powerful thing you can do is shut the shor.

  • The Script Room appoints K. Ramakrishnan as an independent director

    The Script Room appoints K. Ramakrishnan as an independent director

    MUMBAI: The Script Room, an independently owned, bespoke creative agency, founded by Ayyappan Raj & Rajesh Ramaswamy (Ramsam), onboards K. Ramakrishnan (Ramki), managing director – South Asia at Kantar Worldpanel, as an independent director on its board. With over three decades of experience in marketing, branding, and business strategy, he has held leadership roles at companies like Lenovo, Café Coffee Day and TVS Motor Company. In his new role, Ramakrishnan will participate in the strategic business decisions of The Script Room bringing his deep market knowledge, experience and thought leadership to the table.

    Known for its commitment to enjoyable scripts across formats, The Script Room has always championed storytelling that connects. With Ramki’s mentoring, the company takes a significant step forward in its journey of shaping their business with both soul and structure.

    Reflecting on the decision, The Script Room co-founder Ayyappan Raj shared, “Two years ago, when I first conceived the idea of establishing a Board of Directors and shared it with Ramsam, Ramki was the very first name on the list. I had the privilege of meeting Ramki in 2005 when he was a client at TVS Motor Company, and since then, he has played a significant role in both my professional and personal journey. It is with great pleasure that we announce his appointment as an Independent Director on our Board. Ramki is widely regarded as a trusted advisor and mentor – his innate capacity for leadership and guidance, coupled with his expanding sphere of influence, make him a valuable addition to our governance and strategic thinking.”

    K. Ramakrishnan shared, “It is a pleasure and honour to be able to serve as an independent director on the board of The Script Room. I am happy to work with bright and creative professionals such as Ramsam, Ayyappan and the others. I hope to provide professional counsel and promote a lot of dialectic thinking as The Script Room continues to scale up in its Creative Business journey”.

    Now in its sixth year of operations, The Script Room is excited about the future with Ramki joining as an Independent Director and will soon announce its full board of directors. With this guidance, the company is poised to continue delivering outstanding stories across all formats while building a cheerful and inspiring environment for its team and partners alike.

  • DreamSetGo hits the right note with ‘Sound of Sports’ for World Music Day

    DreamSetGo hits the right note with ‘Sound of Sports’ for World Music Day

    MUMBAI : DreamSetGo has dropped a rousing new digital campaign for World Music Day 2025 titled “Sound of Sports Experiences”. The 80-second music video turns the adrenaline of elite sporting moments into a rhythmic celebration — quite literally.

    Built entirely from the sounds of sport — think leather meeting willow, tennis grunts, the shriek of Formula 1 tyres, and crowd roars — the campaign blends sonic artistry with slick visuals to spotlight the emotion behind DreamSetGo’s luxury offerings across cricket, motorsport, tennis and football.

    “As someone deeply passionate about both music and sport, I’ve always found both to be that one uniting factor, the things that bring us together and make us emote together. With ‘Sound of Sports Experiences’, we’ve brought that emotion to life—an anthem for sports fans and music lovers alike. I’m thrilled with the creative output of the music video. It’s a beautiful celebration of music and a grand homage to sport,” said DreamSetG co- founder & CEO, Monish Shah

    The film, now live across the brand’s social platforms, is a sensory pitch for how sports, like music, speaks straight to the soul. With “Sound of Sports”, DreamSetGo hits a high note in storytelling that’s as immersive as its on-ground experiences.

    dreamsetgo.sports

    DreamSetGo

    DreamSetGo

  • Saumya Agarwal is appointed as vice president – Madison Media Plus

    Saumya Agarwal is appointed as vice president – Madison Media Plus

    MUMBAI: Madison Media Plus, a unit of Madison World, is delighted to announce the appointment of Saumya Agarwal as vice president. He will report to Madison Media Plus COO Mimi Deb.

    Saumya brings over 18 years of diverse experience in Integrated Marketing Communications. He has previously held leadership roles across GroupM, Dentsu and Publicis Groupe, and has worked with marquee brands such as Nykaa, HUL, Jaguar Land Rover, ICICI Group, HDFC Bank, Louis Vuitton Moët Hennessy, Allied Blenders and Spotify. Prior to joining Madison Media, he served as AVP at Starcom. Along with his deep brand-building expertise, Saumya brings a strong passion for new business initiatives, nurturing talent and crafting purpose-driven narratives.

    “As our client portfolio continues to expand and brand needs evolve, we are realigning our team structure to stay agile, strategic, and future-ready. Saumya’s addition to the leadership team marks a significant step in this direction, strengthening our capabilities to deliver impactful solutions and drive sustained business growth,” said Deb.

    Sharing his excitement, Agarwal said, “I’m excited to join Madison Media Plus at such a dynamic time of growth and transformation. The energy of the team is truly inspiring. I look forward to contributing meaningfully to our clients.”

  • Dentsu reveals it tipped off CCI in ad cartel investigation

    Dentsu reveals it tipped off CCI in ad cartel investigation

    MUMBAI: Who blew the whistle on Indian advertising’s best-kept secret? Turns out, it was the house of Dentsu. Three months after the Competition Commission of India (CCI) swooped down on the country’s top ad agencies over alleged rate-fixing, Japanese media conglomerate Dentsu has confirmed it was the one to pull the plug—filing a suo motu disclosure under CCI’s leniency framework in February 2024. The move, Dentsu claims, wasn’t about crisis control, but about triggering “reform from within.”

    In March, CCI teams raided nearly 10 locations, targeting big-league players including GroupM, Publicis, Havas, IPG, and Madison, along with industry associations like AAAI, ISA, and IBDF. The focus? Alleged cartelisation through fixing ad rates, discounts, and possibly stifling competition, an apparent violation of Section 3(3) of the Competition Act, 2002.

    While the industry speculated, Dentsu in a statement to Storyboard18 said, “We had a choice to remain passive or drive change… This was a decision to support reform from within.”

    Dentsu also claimed to have already implemented stricter audits, tighter controls, and sharper governance. “Change can’t be effected by walking away,” it added, calling this a turning point for the entire sector.

    CCI’s leniency programme, a powerful tool in its arsenal, incentivises cartel members to come forward in exchange for reduced penalties. Think immunity for honesty, if you snitch first. This has been critical in cracking covert coordination, especially in complex industries like media buying where cartels may not leave an obvious paper trail.

    Legal experts say proving cartelisation under Section 3(3) isn’t just about similar pricing, it requires evidence of intent. That can come from emails, meeting notes, or even circumstantial cues like identical bid patterns or synchronised rate shifts via industry associations.

    What’s next? If the CCI finds strong evidence, the repercussions could be seismic: hefty penalties, shattered reputations, and a fundamental reordering of media-buying norms. Already, industry stakeholders are watching this case as a litmus test for regulatory muscle in India’s high-stakes ad market.

    As one industry veteran put it off the record: “This isn’t just an investigation, it’s a wake-up call.”

    In an industry where everyone knows everyone, Dentsu’s move may have ruptured long-standing silences. Whether it ends in punishment or reform, one thing is certain: Indian advertising’s old ways just met a very public reckoning.