Category: MAM

AI wins hearts, but Indians still want a human hug: Twilio report

MUMBAI — AI might be hot, but it hasn’t made humans obsolete just yet. According to Twilio’s latest State of Customer Engagement Report 2025, a whopping 98 per cent of Indian consumers are more likely to buy when brand interactions are personalised in real time. But here’s the twist: they still want the human touch.

Despite high praise for AI-fuelled personalisation—with 80 per cent of Indians saying brands do a good job—only 30 per cent feel the experience is consistent. That’s a big disconnect in a market where 88 per cent will abandon a purchase if the experience feels cold or robotic.

The report, based on surveys with over 7,600 consumers and 600+ business leaders across 18 countries, points to a clear trend: AI helps, but empathy sells.

“Indian consumers are increasingly aware that while AI-powered personalisation influences buying behaviour, it is not a substitute for relevance, trust and human connection,” said Twilio VP of marketing, Asia Pacific & Japan, Nicholas Kontopoulos. “Indian brands are already leading the way, demonstrating a deep understanding of the importance of AI and excelling at delivering personalised experiences. As they continue to scale their use of AI, the next step is to move beyond basic personalisation to true individualisation, where every interaction feels timely, contextual, and humanised. This means putting transparency at the centre, respecting customer preferences, and using data to serve, not just sell. The brands that will lead in India’s next wave of growth are those that get this balance right by blending intelligent automation with authentic engagement to earn loyalty and drive long-term impact.”

Indian brands are sprinting ahead in AI adoption, using it to personalise recommendations, smoothen shopping journeys, and boost trust. Nearly 8 in 10 Indian consumers now spend more with brands that offer personalised engagement.

But the future isn’t AI-only. 91 per cent of Indian consumers say AI interactions should still feel human, 55 per cent want the option to talk to a person when things go south, and 72 per cent want to know when they’re talking to a bot.

The report’s takeaway? Personalisation isn’t enough. The smart brands of tomorrow will blend AI with authenticity, serve with data, and earn their place in customers’ lives—not just their inboxes.

June 17, 2025
Pizza Hut bolsters subcontinent leadership with Pranav Dahiya and Nazia Abidi; a fresh slice of finance and people power

MUMBAI: Pizza Hut is heating things up, not just in ovens but also in boardrooms. The popular QSR giant has reinforced its leadership recipe by adding two critical ingredients — Pranav Dahiya as chief financial & strategy officer and Nazia Abidi as chief people & culture officer — to drive the brand’s next phase of expansion across the Indian subcontinent.

The move comes as Pizza Hut, part of Yum! Brands, ramps up its growth across India, Nepal, Bangladesh, Sri Lanka and the Maldives. With over 900 stores already dotting the Indian landscape, the brand now aims to stretch deeper into emerging markets while keeping its people strategy and financial spine razor-sharp.

Dahiya steps into his new role armed with nearly 20 years of experience across finance, corporate banking and strategy. Prior to joining Pizza Hut, he served as Chaayos CFO, where he led strategic business planning, operational governance, sourcing, compliance and M&A. A banker-turned-boardroom tactician, Dahiya is set to lead Pizza Hut’s finance and strategy with a clear focus on long-term value and operational efficiency.

Meanwhile, Abidi brings over a decade of HR firepower from high-growth consumer tech firms. At Cardekho Group, she led HR for southeast Asia and helped scale its fintech venture, rupyy. At Pizza Hut, she will lead the people strategy, with a mandate to champion talent management, employer branding and build a culture rooted in high performance and continuous growth.

“We are thrilled to welcome Pranav and Nazia to the Pizza Hut leadership team. They join us at an exciting moment for the brand. With their leadership, we’re well-positioned to grow faster, lead smarter, and stay true to what matters – our people and our promise to customers”, said Pizza Hut Indian subcontinent MD Rohan Pewekar.

With deep experience in consumer behaviour, scaling strategies and people-first cultures, the appointments reflect the brand’s ambition to stay ahead in the competitive QSR space, one leadership move at a time.

June 17, 2025
Flipsharp flips the script: Hivoco Studios launches AI tool that makes PDFs talk and sparkle

MUMBAI: When PDFs met personality, Flipsharp happened. Hivoco Studios officially launched its AI-powered flipbook platform, Flipsharp, on Tuesday, promising to turn the humble static PDF into a tech-savvy storyteller with voice, video, and personalised flair.

Flipsharp debuted with an animated spot titled ‘Papa Bane Super Fan’, where a reticent dad is moved by his daughter’s flipbook, proving that creating interactive content is, quite literally, child’s play. The launch isn’t just a flex of AI muscle — it’s a cheeky reminder that even emotionally constipated Indian fathers aren’t immune to a well-made digital comic.

“Flipsharp was born from the simple idea that anyone, even a child, should be able to craft engaging, interactive content without technical hurdles”, said Hivoco Studios and Razorsharp AI CEO Pritesh Chothani. “By launching, we proved that if a child can teach their dad to make a flipbook in minutes, professional marketers can do it in seconds”.

Flipsharp’s feature list reads like a revenge note to the paper printer:

It can talk back in 17 Indic languages, including Awadhi and Bhojpuri.

It allows instant multimedia add-ons like voice notes and video links, no downloads needed.

It greets users by name and tailors the messaging like it’s been stalking their LinkedIn.

It lets users share flipbooks via web link — no login, no app, no existential tech crisis.

It provides real-time insights on what pages readers love and what they ghost on.

“Flipsharp’s evolution embodies our ethos of simplicity married to power”, added Hivoco Studios CPO Deepak Nagar. “From robust DRM to OCR search and an unbeatably playful launch, we’re making interactive documents so intuitive that anyone can become a super fan, no coding needed”.

The launch campaign’s closing scene — a proud dad smiling at his daughter’s creation — neatly echoes Flipsharp’s larger promise: to turn passive consumption into joyful engagement.

Hivoco Studios, no stranger to digital storytelling, has previously delivered AI-powered experiences for more than 50 brands, including Unilever India, Tata Consumer Products, Jubilant FoodWorks, and Amway India.

With Flipsharp, the studio’s latest brainchild, it aims to redefine not just how content is created, but how it speaks — literally.

June 17, 2025
Cannes Lions roars into action with creatives and a Czech first

MUMBAI: Day one of the Cannes Lions International Festival of Creativity 2025 saw a sizzling lineup of winners across the Health & Wellness, Outdoor, Pharma, Print & Publishing, and Audio & Radio categories — and even a historic first Grand Prix for the Czech Republic.

Lions CEO Simon Cook said, “It’s always an exciting moment when we see the results of our Juries’ hard work in establishing the global creative benchmark. We’re seeing work that not only pushes creative boundaries but also demonstrates the tangible impact creativity can have on business and society. Thank you to all our Jurors for their commitment, time and expertise in selecting the ideas that truly move the industry forward.”

Ogilvy Shanghai took home the Grand Prix in Pharma Lions for ‘Make Love Last – Bedroom’, a poetic Viagra campaign for Viatris that turned intimacy into art. From 305 entries, 9 Lions were awarded in the category.

Pharma Lions jury president and Area 23, an IPG Health company, executive VP, executive experience director, USA, Franklin Williams commented, “This piece stood out by saying everything without needing to say a word. Its long-exposure technique delivered intimacy and product benefit with breathtaking subtlety, turning regulation into creative opportunity. Beautifully crafted and emotionally resonant, it made a pharmaceutical brand feel deeply human. For me, it was a bold yet quiet masterclass in storytelling and an unforgettable example of how craft can carry meaning.”

In Health & Wellness, it was science meets skincare as Ogilvy Singapore scooped the Grand Prix for Vaseline Verified, a savvy campaign that saw scientists test viral hacks and share the truth straight with creators. Out of 1169 entries, 33 Lions were awarded here.

Commenting on the Grand Prix winner, Health & Wellness jury president and Havas Health Network Global chief creative officer Eric Weisberg said, “People run toward light and away from darkness. With health misinformation becoming a global emergency, we found a bright light in ‘Vaseline Verified’ – —our Grand Prix winner. This work proves how creativity, joy, science, and influencer culture can powerfully unite to fight false narratives, educate, and transform lives.”

Ruffling feathers with humour, The Best Place In The World To Have Herpes for the NZ Herpes Foundation grabbed the Grand Prix for Good, thanks to its sharp, irreverent take on stigma, national pride and a one-of-a-kind “destigmatisation course”.

Jury president United Nations Foundation Chief Communications & Marketing Officer David Ohana said, “This year’s Lions Health Grand Prix for Good unabashedly uses humor to tackle a challenging subject and stigmatization. Forget doom & gloom, there’s enough of that already to go around. Our 2025 awardee took a taboo topic and turned it on its head – showing that with a great strategy, a big bold crazy idea (…can only imagine the pitch…), and humor for days, that anything is possible. Brilliant.”

Meanwhile, Africa Creative DDB São Paulo turned the dial up with One Second Ads for Budweiser, nabbing the Audio & Radio Grand Prix for cleverly compressing iconic songs into blink-and-miss-it spots — then making fans guess them on social media.

Audio & Radio Jury President and Joe Public Chief Creative Officer, Africa and Middle East, Xolisa Dyeshana said, “Budweiser’s ‘1 Second Ads’ campaign was exceptionally creative, insightful, and fresh. It resonated with the brand, the medium, and most importantly, the target audience. It was an audio-first idea that couldn’t have been pulled off without the power of sound. The execution was flawless, and it achieved the ultimate goal of all communication: keeping people coming back for more.”

Print & Publishing saw Serviceplan Munich win the Grand Prix for Price Packs for PENNY — packaging that wore its price tag like a badge of honour, ditching design frills in favour of full-throttle affordability messaging.

Print & Publishing jury president and DM9 Brazil president and chief creative officer Icaro Doria said: “Price Packs is print, is publishing, is packaging and is a point of view! A massive brand statement and commitment to their customers printed on paper for people to see, hold and take it home. We were all deeply impressed with the simplicity, the elegance, the courage and, well, the prices too!”

In Outdoor, there were two Grands Prix: one went to VML Prague for Phone Break for KitKat, marking Czech Republic’s first-ever Grand Prix. The witty work swapped out people’s phones in public ads with KitKats, reviving the legendary “Have a break” line with a modern-day twist.

About the work, Outdoor Lions jury president and Ogilvy Latam chief creative officer Keka Morelle said: “Masterclass in Outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection, holding up a mirror to our screen addiction.”

The other Outdoor honour went to the Paris 2024 Olympic Games campaign, which turned the Seine into a spectacular floating stage, waving France’s tricolour values of liberty, equality and fraternity with high-production swagger.

Commenting on the second Grand Prix this year, Morelle said, “It’s bold, unforgettable, and a clear reminder of the limitless power of Outdoor. This work redefines public space as a platform not just for visibility, but for meaning, where brand values meet cultural relevance. This is how Outdoor should be seen: expansive, emotional, and essential to authentic brand expression in today’s world.”

Special awards handed out include:

● Healthcare Network of the Year: FCB Health, Real Chemistry, Ogilvy Health

● Healthcare Agency of the Year: AREA 23, an IPG Health company, New York
Followed by 21Grams and Ogilvy Health

So far, it’s less lions lying in the sun, more roaring brilliance from every corner of the globe.

June 17, 2025
Dam Good Fish rebrands with hook, wave and colour to reel in modern India’s sustainable eaters

MUMBAI: Fishing for change just got literal. India’s seafood brand known for its wild-caught, chemical-free offerings, Dam Good Fish has cast its net wide with a bold new brand identity. The overhaul, revealed on 17 June 2025, signals a deeper commitment to sustainability, conscious consumption, and a seafood-first philosophy that’s as clean as the fish it sells.

This isn’t just a shiny new logo and colour palette. The rebrand includes a redesigned website, sharper product storytelling, and visual elements that represent the brand’s core values: no shortcuts, no toxins, and no industrial farming.

The logo itself is layered with meaning. The Waves stand for the brand’s wild-caught origins—far removed from antibiotic-fed aquaculture. The Fish icon symbolises singular focus, as Dam Good Fish stays loyal to its core: high-quality, no-compromise seafood. The Hook pays homage to traditional, ethical fishing methods in a world increasingly overrun by mass-produced protein.

“This rebranding is more than just a new look — it’s an evolution of our purpose. We’re making conscious seafood consumption a mainstream choice, by making it easy, exciting, and accessible”, said Dam Good Fish co-founder Shailesh Patel.

The brand has also dialled up its colour story. The Red in the logo captures the warmth and freshness of fish meat. The Blue evokes pristine water, the only kind Dam Good Fish claims its produce comes from. Together, they reflect a supply chain that is cold-chain verified, free of growth hormones, artificial feeds, or antibiotics.

With its philosophy of ‘good for you, good for the planet’, Dam Good Fish continues to position itself as the go-to for sustainable, responsibly sourced seafood in India. This rebrand isn’t just surface-level—it aims to turn clean seafood from a niche habit into a national movement.

June 17, 2025
Vikram Solar launches first TV ad with a warm ‘Khushiyon Wali Sunshine’

MUMBAI: When was the last time a solar ad made you smile? Vikram Solar’s first-ever TVC might just be that moment. In a heartwarming debut on national screens, the company’s new campaign ‘Khushiyon Wali Sunshine’ swaps jargon for joy and kilowatts for connection led by a cheerful child and one magic word: “Hanji”.

Set in a sleepy hill town, the ad follows a young host whose sunny disposition powers every scene. As family and guests make requests, he answers each with a confident “Hanji”, taking care of every comfort from adjusting lights to managing the vibe. But this isn’t just a slice-of-life tale. It’s a metaphor. With every “Hanji”, Vikram Solar subtly makes its pitch: solar energy can be just as seamless, caring and reliable as that helpful child.

This marks the first television splash for Vikram Solar, one of India’s largest solar PV module manufacturers. The campaign captures the company’s 20-year journey from solar player to purpose-driven brand, rooted in innovation and community upliftment. The message is clear with clean energy, sunshine isn’t just power, it’s happiness.

“As a brand, we wanted to go beyond panels and power,” said Vikram Solar chairman and managing director, Gyanesh Chaudhary “‘Khushiyon Wali Sunshine’ is about reminding people that solar isn’t only about savings or sustainability, it’s about joy, warmth, and building a better tomorrow. This TVC lets us tell that story with heart.”

The campaign’s momentum has been building throughout the year. Earlier in 2025, Vikram Solar launched the “Khushiyon Wali Sunshine” brand initiative and joined hands with Kolkata Knight Riders as their official Clean Energy Advocate during the IPL season. With the TVC now live across national channels and digital platforms, the message goes mainstream: solar is not only smart, it can be soulful too.

Backed by a multimedia rollout and social media activations, the film aims to win over a new generation of clean energy adopters one emotional beat and one “Hanji” at a time.

June 17, 2025
Abnd gives a fresh nappy twist to Growgether’s brand birth

MUMBAI: Abnd, the brand brains behind some of India’s sharpest consumer identities, has helped Rimashi Lifestyle deliver its latest bundle of joy — Growgether, a clever new parent-and-baby care brand born from the ethos of “Raising Better.”

More than just bibs and baby wipes, Growgether positions itself as a full-blown support system for modern parenting — part smart essentials, part warm, fuzzy community. The name, a playful portmanteau of “growing together,” signals the brand’s mission to grow with parents, not just their tiny tots.

From verbal flair to visual cuddle, Abnd built the brand ground up — developing a strategy, identity and packaging suite that plays nice with both sensibilities and style.

“Working on building Growgether has been a deeply meaningful collaboration,” said Abnd founder-partner Kunal Vora. “The brand’s focus on raising better parents as a pathway to raising better children and ultimately communities, is both timely and transformative, and we’re proud to have helped bring that vision to life.”

“Parenting isn’t about perfection-it’s about evolving, learning, and showing up every day. At Growgether, we endeavour to redefine what it means to raise a child by first empowering the caregivers who shape their world. Because when parents are supported, they are truly enabled and children flourish. Our products, community, and tools aren’t just for children; they’re for the parents who nurture them, worry over them, and love them fiercely, often while doubting themselves. This is at the heart of Growgether and our Raising Better initiative,” said Growgether co-founder & CEO Daman Gill.

“We created Growgether after living through the beautiful mess that is new parenthood ourselves. The sleepless nights, the 3 AM doubts, the flood of unsolicited advice, and the moments when you feel completely alone. We wanted to build a space filled with warmth, understanding , and the reassurance every new parent deserves. Every product we design, every resource we share, is our way of gently reminding you: ‘You’re doing better than you think.’ Growgether isn’t just a brand-it’s the village we all wish we had,” said Growgether co-founder and chief product officer Ritika Gill.

Growgether has quietly soft-launched on a few e-commerce shelves, with a broader rollout and a shiny new D2C website expected soon.

June 17, 2025
Bata laces up for change as Panos Mytaros steps in as new global CEO from 15 September 2025

MUMBAI: The shoemaker is getting new boots at the top.

The Bata Group has announced the appointment of Panos Mytaros as its new global chief executive officer, effective 15 September 2025. Mytaros will succeed Sandeep Kataria, who has led the company since 2020, guiding it through a stormy period marked by the pandemic and sweeping changes in the retail world.

The leadership transition signals a new chapter for the nearly century-old footwear giant. Kataria exits after five years at the helm, during which he turbocharged Bata’s digital shift, modernised operations, and expanded the brand into fresh markets. His tenure laid the foundation for what the company calls its “next phase of growth”.

“Panos is a proven leader with deep industry knowledge and a passion for footwear craftsmanship”, said Bata Group chairman Graham Allan. “His track record in brand building and developing compelling footwear collections, as well as in leading complex international organisations, made him the ideal candidate to guide Bata through our next phase of growth. We are delighted to welcome Panos to the Bata Group”.

Mytaros brings over three decades of experience in the footwear and leather industry. He previously served as Ecco CEO from 2021 to 2024 and held multiple senior leadership roles at the Danish footwear brand before that. Known for balancing design with discipline, Mytaros is expected to drive Bata’s brand-led evolution across its global footprint.

While Kataria’s leadership helped Bata navigate disruption and digitise its business core, the baton now passes to Mytaros, who inherits a leaner, more agile organisation poised to scale globally. The company has expressed its gratitude to Kataria for his contributions and extended a formal welcome to the incoming chief.

With this change at the top, Bata signals that it’s ready to walk confidently into a new era—one foot in heritage, the other in innovation.

June 17, 2025
Pocket Entertainment names Umesh Bude as CTO to lead AI-powered storytelling revolution

MUMBAI: In the world of audio-led content, Pocket Entertainment just rewrote the tech playbook. The company has elevated Umesh Bude to chief technology officer (CTO), tasking him with steering its ambitious journey into the future of AI-powered storytelling.

The move places Bude at the helm of the company’s end-to-end technology strategy across all platforms—Pocket FM, Pocket Toons, and Pocket Novel. As CTO, he will lead efforts to craft intelligent, emotionally attuned user experiences by blending generative AI with scalable product design.

“It’s a privilege to take on this responsibility at such an exciting time for Pocket Entertainment. I look forward to driving the next wave of innovation, where technology and AI are not just enablers, but storytellers in their own right”, said Bude.

With nearly 20 years of experience across engineering, platform security, and data science, Bude has played a key role in scaling Pocket Entertainment’s tech infrastructure from scratch. His elevation underscores the company’s ambition to lead at the intersection of entertainment and machine intelligence.

“We are at a pivotal moment in our journey where technology and creativity are deeply intertwined. As we reimagine storytelling for the AI era, technology is the foundation”, said Pocket Entertainment co-founder Prateek Dixit. “Umesh’s elevation is a reflection of our ambition to lead this transformation from the front. His leadership will be central to creating intelligent, emotionally aware experiences that push the boundaries of what storytelling can be”.

Bude will continue reporting to Dixit as he leads initiatives to strengthen the company’s generative AI muscle, ensure seamless cross-platform integration, and pioneer tools that empower storytellers and users alike. With this shift, Pocket Entertainment reaffirms its commitment to turning code into creativity—one line, one story at a time.

June 17, 2025
Havas Creative India wins India’s First Gold at Cannes Lions 2025 for ‘Ink of Democracy’

MUMBAI: Havas Creative India, the creative agency of Havas India, has brought home the country’s first Gold Lion at Cannes Lions 2025 for its powerful campaign ‘Ink of Democracy’, created in partnership with The Times of India.

Rooted in the symbolic power of electoral ink, Ink of Democracy, which won in the Print
& Publishing category, was a visceral call to action for India’s citizens ahead of the general elections. By printing The Times of India’s editorial page entirely in purple – the very colour used to mark fingers of those who vote – the campaign served as a silent yet powerful protest against voter apathy. No headlines. No logos. Just a stark reminder of the voices that were never heard.

Havas India group CEO South East Asia and North Asia, Rana Barua said, “Winning a Cannes Lions for Ink of Democracy is a moment of immense pride—for the work, the people behind it, and what it stands for. At our core, we’ve always believed in the power of creativity. We truly believe it has the power to shape conversations and spark change.

I’m incredibly proud of Anu, Ravinder, Soham and our team that brought this idea to life. Also, a huge shoutout to Team TOI, Joji, and our global team for their belief in the idea and all the support. Here’s to a team that continues to raise the bar, pushing boundaries with integrity, heart, and fearless creativity.”

Havas Creative India joint MD & chief creative officer, Anupama Ramaswamy added, “From the moment we thought of Ink of Democracy, I knew in my gut this idea needed to be made and needed to be seen by the world. It wasn’t loud or flashy, but it had truth, purpose, and heart. One thing I held onto was patience. And a quiet tenacity to see it through, no matter how long it took.

What makes this Cannes Lions win truly special is my young team that brought it to life—Soham, Ravinder, and Annie—who poured everything into it. They carried the idea with courage and craft, and I couldn’t be prouder.

A big thank you to Rana and the global team at Havas for believing in the work and helping us take it beyond borders. This is a shared win, and a reminder of what’s possible when we trust our instincts and support one another.”

June 17, 2025