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Category: MAM

  • Nikhil Kamath invests in One Hand Clap to support new-age brand storytelling in India

    Nikhil Kamath invests in One Hand Clap to support new-age brand storytelling in India

    MUMBAI: In a fresh twist to the Indian advertising playbook, Zerodha co-founder and a prominent investor Nikhil Kamath has put his weight behind One Hand Clap Media — a rising creative agency founded by former AIB heads Aakash Shah and Naveed Manakkodan.

    Kamath’s investment marks a vote of confidence in the agency’s mission to build content-first, digital-native storytelling that moves at the speed of the internet. In a marketplace where traditional campaigns are losing steam, One Hand Clap’s high-impact narratives and lightning-fast execution have made it a go-to name for Indian brands that want relevance and recall.

    Known for their campaigns for Swiggy, BGMI, Netflix India, Bumble, Cred, Ather, Emotorad, and Prime Video India, the agency has carved a reputation for weaving story with speed. From writing and producing ad films to running influencer and digital mandates, One Hand Clap offers end-to-end creative firepower.

    “Nikhil gets our DNA, and our visions align,” said One Hand Clap co-founder Shah. “We both never cared for the status quo; we have always aimed to disrupt it, defy the metrics and algorithms to tell stories, not just campaigns for our clients”.

    Co-founder Manakkodan added, “Nikhil’s investment validates our thesis that in today’s rapidly evolving digital landscape, speed and authentic storytelling are paramount. This partnership fuels our ambition to redefine the agency model, delivering impactful creative solutions with unparalleled agility”.

    For Kamath, the deal is part of a wider plan to back India’s rising creative and entrepreneurial talent. “Through this partnership, Kamath is betting not just on content but on the creators driving the next wave of Indian brand-building”, the company noted.

    The creative agency space is seeing a churn, with speed, relatability and innovation becoming non-negotiables. One Hand Clap’s sharp creative engine, coupled with Kamath’s entrepreneurial acumen, signals a new wave in adland where business meets culture, and memes could be just as powerful as media buys.
     

  • What are the Common Myths About the Tax Benefits of NPS?

    What are the Common Myths About the Tax Benefits of NPS?

    The National Pension System (NPS) is a retirement savings instrument that offers attractive tax benefits to encourage people to save for their golden years. However, there are many myths surrounding the actual tax benefits you can avail of with NPS. This confuses and stops people from availing of a financially beneficial offering. In this article, we will bust some common myths about the tax perks of investing in NPS. Understanding the realities will help you make an informed decision about using NPS as a tax-saving tool.

    Myth 1: NPS Tax Benefits are Just Like Other Investments

    NPS offers additional, exclusive tax benefits that most other tax-saving investments do not. Under Section 80C, you can claim a deduction up to ₹1.5 lakhs for NPS contributions, just like other options such as PPF, ELSS, etc. However, NPS offers further deductions:

    ●    Section 80CCD(1B): An extra ₹50,000 deduction, over and above the 80C limit  
    ●    Section 80CCD(2): Up to 14% (new regime) is deductible from employer contributions

    This is a key difference from other tax-saving investments. Under 80CCD(2), employer NPS contributions up to 14% of basic pay become deductible from taxable salary. No other investment gives salaried individuals this triple tax benefit—80C, 80CCD(1B) and 80CCD(2).

    Myth 2: NPS Withdrawals are Fully Taxable

    At age 18, the child’s NPS account transitions to a standard NPS account. At exit (typically age 60), up to 60% of the corpus can be withdrawn tax-free as a lump sum, while at least 40% must be used to purchase an annuity, the income from which is taxable. If the corpus is below ₹2.5 lakh, it can be fully withdrawn tax-free.

    Compare this to PPF, EPF or VPF, where your accumulations and withdrawals are tax-free only until you retire. Post retirement, interest earnings exceeding ₹50,000 per annum are subject to tax. NPS scores over other retirement schemes here by making 60% of the corpus tax-free irrespective of the holding period or quantum withdrawn.

    Myth 3: You Lose Tax Benefits if You Exit Early

    This myth stems from partial knowledge. While an early NPS exit does limit the lump sum withdrawal percentage, it does not take back the tax benefits already availed on contributions. For instance, exiting before 60 years only allows withdrawals up to 20% of the corpus instead of 60%. However, all contributions for which you claimed tax deductions will not be added to your income in the year of withdrawal.

    The taxman may not ask you to return or nullify deductions enjoyed in previous years. The only impact is that your withdrawals get restricted if you exit before the maturity period of 60 years. So, while early exit impacts liquidity, it does not reverse previously claimed NPS tax benefits.

    Myth 4: NPS Benefits Only High-Income Groups

    NPS tax benefits are meant for all individuals who pay income tax, irrespective of their salary brackets. For instance, even fixed-income senior citizens can open an NPS account and reduce their tax outgo by ₹50,000 through section 80CCD(1B) deductions.

    Similarly, employees across MNCs and SMEs – from blue to white collar roles – can claim NPS tax benefits under 80CCD(2) on employer contributions. The only criterion is that you should have some tax liability to offset through these deductions. So while HNIs may gain more in absolute rupee terms, NPS tax advantages are very much relevant for middle-income groups too.

    Myth 5: Lock-in Defeats Flexibility for Tax Planning

    NPS indeed comes with longer lock-in requirements than ELSS, PPF, or ULIPs. However, one must evaluate this from a retirement planning perspective. NPS aims to create a pension corpus and hence, places withdrawal limits. However, this does not make it inflexible.

    NPS allows partial withdrawals of up to 25% of own contributions before maturity for specific expenses like children’s education/marriage, or buying residential property. You can plan your withdrawals for these crucial life goals. Additionally, you can withdraw the entire corpus if you are diagnosed with any specified critical illness.

    So, while NPS discourages random withdrawals, it does account for critical liquidity needs. Partial withdrawals can be used for tax planning while the rest of the corpus remains invested for retirement.

    Conclusion

    NPS is fundamentally meant for retirement planning, not just tax savings. The lock-in period and withdrawal rules promote disciplined long-term investing. At the same time, exclusive tax benefits make NPS very attractive. Instead of getting swayed by superficial myths, evaluate NPS objectively for its dual advantage – tax efficiency coupled with wealth creation for your golden years. Use it strategically along with other tax-saving options to maximise deductions and secure your financial future.

    FAQs

    1. Is it good to invest in NPS for tax benefits?  
    Yes, NPS is great for tax savings. Under Sections 80CCD(1) and 80CCD(1B), you can save up to ₹2 lakh, plus extra deductions for employer contributions under Section 80CCD(2).

    2. Is NPS 100% tax-free?  
    No, NPS is not fully tax-free. After age 60, 60% of your withdrawal is tax-free, but the remaining 40% used for annuity payments is taxed based on your income slab.

    3. Can I claim both 80C and 80CCD?  
    Yes, you can claim both. Section 80CCD(1) is part of the ₹1.5 lakh 80C limit, but Section 80CCD(1B) gives an extra ₹50,000 deduction, and 80CCD(2) covers employer contributions.

    4. Can I exit from NPS after 1 year?  
    Yes, you can exit early, but there are restrictions on how much you can withdraw. Staying longer helps your money grow and keeps your tax benefits intact.

    5. What happens to 40% of the NPS amount after death?  
    If you pass away, your nominee can withdraw the entire NPS corpus, including the 40% annuity portion, as a lump sum, tax-free, or use it to buy an annuity.  
     

  • Havas Creative India paints Cannes purple with ‘Ink of Democracy’ campaign

    Havas Creative India paints Cannes purple with ‘Ink of Democracy’ campaign

    MUMBAI: Havas Creative India has left an indelible impression at Cannes Lions 2025, taking home one Gold in Print & Publishing and two Bronze Lions in Direct and Best Use of Media for its bold campaign ‘Ink of Democracy’, created in partnership with The Times of India.

    The campaign transformed the newspaper’s editorial page into a wall of silent protest — printing it entirely in electoral ink purple, the same hue used to mark voters’ fingers. The striking visual served as a powerful reminder ahead of the general elections: democracy thrives when ink hits paper and the ballot.

    Havas India, Group CEO, South East Asia and North Asia, Rana Barua said, “Our momentum at Cannes Lions 2025 has been incredible with one Gold in Print & Publishing and two Bronze Lions in Direct and Media for Ink of Democracy. These wins reflect the kind of culture we’ve been nurturing at Havas, a culture rooted in meaning, collaboration, and fearless creativity. It is also a testament of the product and ecosystem we’ve built over the last 7 years. I’m incredibly proud of Anu and our young talents who brought home the lions. A big thank you to Joji and our global teams for the continuous support. Our hearts are full, and I believe this is just the beginning for us.”

    Havas Creative India, joint MD & CCO, Anupama Ramaswamy added, “We’re incredibly overwhelmed and humbled to bring home two more Bronze Lions for Times of India – Ink of Democracy in Direct and Best Use of Media, along with our Gold in Print & Publishing. For a country that still begins its day with the newspaper, this was more than a campaign, it was a responsibility. And what could be more direct than telling 1.4 billion people to leave their homes and go vote? We didn’t chase engagement; we sparked participation. We didn’t count likes; we counted inked fingers. This is creativity serving democracy. A heartfelt thank you to our incredible partners at The Times of India, and a big shout out to my brilliantly talented young team — Soham, Ravinder, and Annie. You made this real. These wins matter. They bring visibility, open doors, and most importantly, they shine a light on the next generation of talent. At Havas we are committed to making sure they’re seen, heard, and celebrated.”

    Stripped of headlines but not of intent, the campaign challenged apathy with colour and symbolism, proving that sometimes, silence shouts the loudest.

  • Vertiv appoints Mike Giresi as global CIO to turbocharge AI and digital strategy

    Vertiv appoints Mike Giresi as global CIO to turbocharge AI and digital strategy

    MUMBAI: In a move that signals its intent to double down on AI and digital transformation, Vertiv has roped in industry veteran Mike Giresi as its global chief information officer (CIO). Giresi, who takes charge on 30 June 2025, will lead the company’s push into AI adoption, cybersecurity, product security, and digital productivity initiatives aimed at sharpening execution and customer experience.

    The NYSE-listed digital infrastructure player is betting big on AI-powered resilience and smarter operations, and Giresi is expected to be at the centre of this strategic shift. With over three decades of IT experience—20 of which have been in top leadership roles across Molex, Aramark, Royal Caribbean Cruises, Tory Burch and Godiva Chocolatier—he brings the right mix of scale, speed, and savvy.

    “Strong digital and IT vision and execution are central to our strategy to continue to lead the industry and constantly augment the value we are delivering to our customers”, said Vertiv CEO Giordano (Gio) Albertazzi. “Mike deeply understands the opportunities of a rapidly evolving AI, digital and IT space and has the experience, the executional focus and expertise to reinforce our competitive advantages”.

    Excited about the challenge, Giresi said, “I am excited to join Vertiv, helping the global teams to create accretive value through advancement of company digital strategy initiatives. By continuing to evolve and improve Vertiv customer experience, product development and manufacturing capabilities, we will take the next steps towards enabling accelerated adoption of AI and digitisation for hyperscale, enterprise and edge customers”.

    At his most recent post as Molex CDO, Giresi led major digital pivots for the consumer electronics company. His résumé includes stints as CIO at Aramark, Royal Caribbean Cruises, Tory Burch and Direct Brands, where he played key roles in shaping IT systems that supported high-stakes, global operations.

    Giresi holds an executive MBA from Saint Joseph’s University – Erivan K. Haub School of Business, and a BA in English and Information Systems from Seton Hall University.

    With the announcement, Vertiv has made clear it intends to not just ride the AI wave but lead it, bringing both resilience and ROI into sharper focus through tech-backed leadership.

  • Zoff Foods stirs up ready-to-cook game with Reliance Retail tie-up

    Zoff Foods stirs up ready-to-cook game with Reliance Retail tie-up

    MUMBAI: Raipur-based spice disruptor Zoff Foods is whipping up a storm in Indian kitchens with the launch of its new Quick Homestyle Food range, marking its entry into the fast-growing ready-to-cook (RTC) segment. The launch comes with a strategic offline retail partnership with Reliance Retail, making the range available pan-India.

    The lineup includes 5-minute Gravies (Rs 150) and 1-minute Marinades (Rs 75), served in both vegetarian and non-vegetarian avatars — from Paneer Tikka to Chicken Chettinad and Magic Mix Gravy to Mutton Curry. The kicker? No preservatives, no prep, and no flavour compromise.

    Zoff’s latest play combines India’s craving for homestyle flavour with the rising demand for convenience. With its eye on becoming a full-stack kitchen solutions brand, the company is positioning itself as a serious player in the RTC space — where taste meets tech, minus the chopping board.

    Talking about the partnership and expansion, ZOFF Foods co-founder Akash Agrawalla stated, “Indian kitchens are celebrated for their rich traditions and the love poured into every meal. At ZOFF Foods, we honour these culinary roots while embracing the evolving needs of today’s home cooks. With our 5-minute gravies and 1-minute marinades, we are introducing a convenient solution for today’s fast-paced lifestyles, without compromising on flavour or quality. Having built our reputation on delivering clean, high-quality whole spices, and this new launch is a natural extension of our promise, with a clear vision: “Ab poora India cook karega.’ We’re bringing authenticity and ease together in every pack. Through our strategic partnerships with Reliance Retail, we are making these innovations more accessible, reaching 400+ stores by July 2025 and helping consumers experience convenience like never before.”

    Ashish Agrawal shared, “Akash and I have always shared a vision to bring innovation to Indian kitchens while staying true to the roots of purity and authenticity. This marks a significant step, not just for us, but for how Indian households can experience flavor, freshness, and convenience in new ways. Our evolving range, from whole spices to ready-to-cook gravies and marinades, reflects our commitment to clean-label, unadulterated food that meets modern needs while honoring our culinary heritage.”

    The range is now available via zofffoods.com, Reliance Retail outlets, and is headed soon to e-commerce and quick commerce shelves.

  • Godrej’s Locks & Architectural Solutions unlocks smarter service with digital-first CRM

    Godrej’s Locks & Architectural Solutions unlocks smarter service with digital-first CRM

    MUMBAI: Godrej Enterprises Group’s Locks & Architectural Solutions division has rolled out a new Service CRM platform that’s set to overhaul after-sales service across India’s rapidly expanding smart home ecosystem. Spanning 80+ divisions, 200+ service centres, and more than 6,500 pin codes, the digital upgrade aims to keep over two lakh customers connected, calm and in control.

    Touted as a game-changer for India’s Rs 6,000 crore locks industry, the Service Cloud unifies support across both smart and traditional locking systems — offering one-touch complaint registration, faster resolutions, and full visibility into service history.

    Godrej Enterprises Group, Locks & Architectural Solutions, business head, Shyam Motwani said, “At Locks & Architectural Solutions, we believe that our responsibility to the customer begins, not ends, at the point of purchase. The Service Cloud is a digital-first initiative designed to simplify and strengthen our service experience, making it more intuitive, efficient, and transparent. This is our commitment to ensuring that every home we secure feels supported, always.”

    The company, which crossed Rs 1,000 crore in FY25 revenue, is eyeing Rs 2,500 crore by FY28. With customer experience increasingly defining market leadership, the CRM is expected to be a key growth lever — not just a digital tool, but a lock-in for loyalty.

  • DSP’s ‘Salute’ gives financial heroes their cinematic due

    DSP’s ‘Salute’ gives financial heroes their cinematic due

    MUMBAI: They aren’t in the limelight, don’t post returns on Linkedin, and won’t show up in trending reels. But they’re the quiet anchors behind financial futures. DSP Mutual Fund’s new short film, Salute, puts the unsung Mutual Fund Distributor (MFD) at the centre of a stirring tribute turning spreadsheets into stories.

    Released in collaboration with long-time creative partner Bandstand Collective and scripted by their in-house agency Tune, the film trades numbers for nuance, emotion, and everyday financial realities. Known for their emotionally intelligent storytelling from the viral “Dancing Uncle is Back” to the subtle strength of “Stranger on the Bench” Bandstand once again proves that finance can be both heartfelt and human.

    Salute follows the lives of MFDs who do more than recommend SIPs. They counsel during market crashes, cheer quiet wins, and ensure dreams from education to retirement stay on track. It’s a nod to the deep trust between an investor and advisor in a world obsessed with DIY and meme-stock bravado.

    “Mutual fund distributors are the real enablers of long-term prosperity. They don’t make noise, but they make a difference,” said DSP Mutual Fund senior VP & head of marketing Abhik Sanyal. “With Salute, we wanted to move beyond metrics and celebrate those who guide people through life’s most crucial money decisions.”

    Backed by DSP’s consistent push to humanise financial communication, Salute marks another step away from the chart-and-graph trope. Instead, it finds power in everyday gestures reminding us that the biggest financial wins often start with quiet conversations.

    Bandstand Collective co-founder and CCO Tuhin added, “Our brief was simple, make people feel something. That’s always been the spirit of our work with DSP. With Salute, we wanted to give voice to the MFDs who are often overlooked but vital to millions of Indian families.”

    With financial storytelling that moves, not just informs, DSP Mutual Fund and Bandstand continue their winning streak of emotionally resonant content that makes you think maybe even rethink how you feel about finance.

  • Cashkaro mocks fake coin rewards with high-decibel GoatSwami spoof ad inspired by TV news debates

    Cashkaro mocks fake coin rewards with high-decibel GoatSwami spoof ad inspired by TV news debates

    MUMBAI: Goats, gimmicks, and gyaan galore – CashKaro just gatecrashed the Indian news circus with a bleating parody. The fintech platform dropped another firecracker in its #CoinsVSCashback series with a satirical spin on primetime TV debates, titled ‘GoatSwami’. And yes, it’s as loud and ludicrous as it sounds.

    The film throws a spotlight on India’s obsession with coin-based reward systems, flipping the narrative in true newsroom melodrama style. A goat, dressed like a spiritual guru, struts into a shouting match, claiming to be the ‘lord of cashback’. But before he can prove his coin cred, he’s grilled by a thunderous anchor demanding evidence of real returns. The goat flounders, the audience roars, and eventually, even GoatSwami admits that these shiny app-based coins don’t amount to real money.

    The film concludes with a thumping reality check: cashback that doesn’t reach your bank account is no cashback at all. CashKaro urges online shoppers to break free from the noise and shift habits with its now-signature call: “Direct Online Shopping ki Aadat Badlo, Pehle CashKaro, Phir ShopKaro”.

    ‘GoatSwami’ is the latest laugh riot in Cashkaro’s ongoing content blitz aimed at exposing the fluff of gamified shopping rewards. Previous ad stunts included a Ghibli-style animation, a latent space AI concept, a quirky goat series, and a Roadies-style spoof dubbed ‘GOATies’. With each rollout, the campaign reinforces the same message: numbers mean nothing if your coins don’t convert into real money.

    Cashkaro and Earnkaro co-founder Swati Bhargava said, “The best way to connect with Indian audiences today is through formats they love, whether that’s anime-inspired storytelling or loud, dramatic news debates. GoatSwami leans into the high-energy world of modern media to make a clear point: coins that don’t convert to cash are just distractions. At Cashkaro, we’re focused on giving users real savings, cashback that actually goes into your bank account”.

    Cashkaro director – brand & creatives Ishan Agarwal added, “We wanted to push the satire even further with GoatSwami. The format of heated TV debates is familiar, funny, and highly engaging, making it the perfect setting to challenge fake coin rewards head-on. This ad is outrageous by design, but its message is serious. Coins sound big in numbers, but they deliver little in value. Cashback, on the other hand, is direct, real, and empowering”.

    Conceived and produced in-house by Cashkaro’s creative team, the ad has already started sparking conversations across digital platforms. With humour as its battering ram and goats as its unlikely heroes, Cashkaro continues to rally users toward meaningful shopping habits while challenging gimmicks masquerading as rewards.

  • Kartik Aaryan slips into Skechers as new brand ambassador for India

    Kartik Aaryan slips into Skechers as new brand ambassador for India

    MUMBAI: Skechers has found its newest sole mate in Kartik Aaryan. The Bollywood star has been signed on as brand ambassador for India, making his debut with a campaign for the brand’s buzz-worthy Hands Free Slip-ins — footwear that fuses fashion with no-fuss functionality.

    Built for the on-the-go urbanite, Skechers’ Hands Free Slip-ins come equipped with the brand’s patented Heel Pillow tech — letting wearers slide into their shoes without bending down or lifting a finger. Think of it as the lazy genius’ dream sneaker — sleek, stylish, and smart.

    Speaking on the association, Skechers South Asia Pvt. Ltd. CEO Rahul Vira said, “Kartik Aaryan embodies the spirit of Skechers—bold, versatile, stylish and innovative. We are proud to partner with Kartik, an award-winning actor that is equal parts talent, charisma and adventurous. As a prominent contemporary youth icon, his broad appeal coupled with his dynamic persona will help keep Skechers in the mind of consumers shopping for our in-demand lifestyle and athletic footwear across India. We believe Kartik’s influence will amplify our connection with his fans who value the innovation and comfort that is only offered by Skechers.”

    Sharing his enthusiasm about joining the Skechers family, Aaryan said, “I am excited to collaborate with Skechers—a brand that stands at the intersection of cutting-edge performance and contemporary style. What truly impressed me is their relentless focus on innovation, especially the Slip-ins technology, which redefines convenience without compromising on design. I’m always on the move, so I love that I can just slip in and go. Skechers’ vision aligns perfectly with my own belief in pushing boundaries, and I look forward to being part of their incredible journey as they continue to inspire athletes and trendsetters alike.”

    Kartik joins an all-star global Skechers lineup that includes Ananya Panday, Sunil Chhetri, Harry Kane, Jasprit Bumrah, Joel Embiid and more. With charm and swag to boot, Aaryan’s pairing with Skechers promises to put comfort and cool in the same step.

  • KDM wins Zee Bharat Ki Udaan Award for powering faith with 1080 charging points at Maha Kumbh

    KDM wins Zee Bharat Ki Udaan Award for powering faith with 1080 charging points at Maha Kumbh

    MUMBAI: In a country where missing a Whatsapp call from family during a spiritual pilgrimage could cause panic, KDM made sure that devotion met innovation. The lifestyle and mobile accessories brand has been conferred with the Zee Bharat Ki Udaan Award for its Bharat Ka Charger Maha Kumbh initiative—recognised for powering up millions of mobile phones at the world’s largest spiritual gathering.

    KDM was felicitated by Union minister of Road Transport and Highways Nitin Gadkari during Zee Bharat’s flagship programme ‘Bharat Ki Udaan’. The award highlighted KDM’s unique contribution at Maha Kumbh 2025, where it installed 1,080 mobile charging stations equipped with its indigenous KDM-T Technology. These stations helped over 23 lakh pilgrims keep their phones and connections alive through the 45-day religious congregation.

    The initiative seamlessly plugged into the government’s vision for a ‘divya and digital’ Maha Kumbh and aligned with the broader Digital India narrative. Beyond the buzzwords, KDM’s solution addressed a pressing need—connectivity for devotees, many from rural areas, who relied on their phones to stay in touch with their loved ones amid the chaos and crowds.

    ‘KDM Bharat Ka Charger’ employs Kinetic Dynamic Mobile Charging Testing Technology (KDM-T Technology), a fully Made-in-India solution designed to prevent overheating, overcharging, and voltage issues—ensuring safety alongside service.

    Acknowledging the honour, KDM founder N D Mali said, “Extremely honoured and privileged to receive the ’Zee Bharat Ki Udaan Award’ from the hands of Shri. Nitin Gadkari ji which is making me feel charged, inspired and motivated to take Bharat Ka Charger campaign ahead… This award motivates us to continue our efforts to charge both mobile and the economy with KDM Bharat Ka Charger”.

    Mali added that the company’s vision—“Har Ghar KDM” by 2030—targets reaching 10 crore households while creating direct and indirect employment for 50,000 women.