Category: MAM

  • Ambrane packs a punch with pocket-sized PowerMini 10 and cheeky new TVC

    Ambrane packs a punch with pocket-sized PowerMini 10 and cheeky new TVC

    MUMBAI: Ambrane’s latest spot isn’t just selling a power bank—it’s flipping the script on size. The brand’s new TVC for its sleek PowerMini 10 serves up charm and a cheeky lesson in performance, courtesy of a clever child who repeatedly outsmarts his dad.

    The film opens with a casual game of chess between father and son. A surprise checkmate, a tech-savvy fix, and a gentle see-saw outbalance later, the message lands with a grin: “Size dekhke judge kiya?” The punchline segues into the reveal of the Ambrane PowerMini 10—a pocket-sized dynamo boasting a 10,000mAh battery capacity.

    Conceptualised and produced by Watermelon, the campaign taps into the everyday with a light touch and delivers a deeper message: don’t underestimate the little guy. Whether it’s the pint-sized hero or the palm-sized charger, both prove that power isn’t always about bulk.

    “With this TVC, we wanted to tell a relatable and emotional story that conveys the brand’s core philosophy, that big performance can come from the most unexpected, compact forms. The PowerMini 10 may be small, but it’s designed to keep up with the energy and demands of our consumers,” said Ambrane India managing director Ashok Rajpal.

    The TVC is rolling out across major television networks, OTT platforms, and digital channels, with a parallel push on Instagram, YouTube, and influencer-led content to widen its charge.

    With this launch, Ambrane isn’t just powering devices—it’s charging perceptions.

  • Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    Meta AI taps desi curiosity with DDB Mudra’s ‘Aaj kya karoge?’ nudge

    MUMBAI: Not your average tech launch, Meta’s new AI tool just dropped in India with a desi twist, thanks to DDB Mudra’s latest campaign that turns into a lazy-day question—’Aaj kya karoge?‘—into a call to dream bigger.

    Meta AI, now seamlessly baked into WhatsApp, Facebook and Instagram, is being pitched not as a cold, complex tool but as a warm, witty sidekick that helps elevate the everyday. The campaign tackles a key perception problem head-on: that AI is all brains, no soul.

    Enter six short films, each telling a hyper-local, delightfully ordinary story—from different cities and age groups—that flips the mundane into the magical with a little help from Meta AI. From unlocking creative hobbies to simply streamlining chaos, the message is clear: this isn’t AI for coders, it’s for chai-sippers and chat-typers alike.

    The blitz didn’t stop at screens. Contextual billboards in Delhi and Lucknow spoke in local dialects, while YouTube ads served up prompts mid-search, making the experience feel uncannily personal. Throw in a dozen influencers across cities, each giving Meta AI their own local flavour, and the result is a campaign that doesn’t feel like a launch—it feels like life.

    DDB Mudra creative director Mahima Mathur, talking about the creative process and the approach to the campaign, said, “We didn’t want to introduce Meta AI with the usual fanfare. We wanted India to find it in its own way – in places we already live and love. In a WhatsApp chat. While scrolling through Facebook. In an Instagram group. ‘Aaj kya karoge?’ isn’t just a line. It’s a friendly nudge. An invitation to think a little bigger, try something new, and let Meta AI make it all a little easier, one day at a time.”

    With this effort, Meta positions its AI not as an upgrade—but as an invitation. One that turns routine into play, and every scroll into possibility.

  • Vidya Balan brings swagger to savings in Federal Bank’s latest push

    Vidya Balan brings swagger to savings in Federal Bank’s latest push

    MUMBAI: In a world where banks shout about interest rates and product features, Federal Bank is whispering something far more stylish: save, but make it smart.

    Enter Vidya Balan—actor, brand ambassador, and now, savings guru. In the newly launched ‘Savings Ki Vidya’ campaign, she serves up daily financial wisdom with a side of sass, showing that even small savings can be swanky.

    The witty, slice-of-life films ditch jargon for charm, tapping into those blink-and-you-miss-it moments where we splurge instead of stashing. Backed by the bank’s emotional tagline “Rishta aap se hai, sirf app se nahi”, the campaign doesn’t push a product—it sells a mindset.

    No rate wars here. Just a sharp reminder that being money-wise doesn’t mean being boring.

    Designed as a 360-degree campaign, it spans TV, digital, print, OOH and even on-ground branch activations, with versions in multiple languages. A peppy original soundtrack—think more street than spreadsheet—keeps the vibe playful yet pointed.

    Speaking on the campaign, Federal Bank CMO M V S Murthy said, “‘Savings Ki Vidya’ moves the spotlight to conscious financial choices and long-term relationships. It’s a move away from transactional conversations and toward owning the act of saving itself. Opening a savings account with Federal Bank isn’t just a product decision—it’s an enabler. This campaign gives us a flexible, long-term platform to amplify various facets of our savings narrative. You can’t miss Vidya for a moment in this warm, witty, and winning narrative. The campaign reflects Federal Bank’s essence, ‘Rishta Aap Se Hai Sirf App Se Nahi,’ and draws on the strength of the Bank’s team and our ability to deliver service excellence—this is the calling card to opening accounts with the Bank.”

    Balan, who also happens to be a Federal Bank customer, shared, “Federal Bank is maxing the potential of working with me as their ambassador. The witty word play around my name is almost serendipitous given that knowledge helps us make smart choices that lead to prosperity and it’s the everyday moments that make this campaign relatable. A simple storyline which reinforces that those who care about us look out for us. I’ve experienced the Federal Bank ethos of Human at the Core and Digital to the Fore firsthand when I opened an account with them which showed me that they mean it when they say, ‘Rishta Aap Se Hai, Sirf App Se Nahi.’”

    Ogilvy senior creative director Rohit Dubey added, “Savings are the soul of banking. With these films, we wanted to bring that habit alive—not with lectures, but through life’s little moments. Whether it’s planning a party or dodging impulse buys, we believe Vidya’s everyday wisdom can help the country rediscover the joy of saving. And what better partner to do it with than a bank that’s built on relationships. Federal Bank.”

    As banks battle it out for deposits in a cluttered digital bazaar, Federal Bank is cutting through with charm, not charts. With Balan as the face of financial sensibility, saving just got a makeover.

    Move over fintech flash. This is old-school sensibility, dressed in modern swag.

    Savings ki Vidya koi tujhse seekhe:

    Savings ki Vidya: Efforts aur Paise dono bachao:

     
     

  • Airbnb teams up with FIFA for three World Cups and global fan stays

    Airbnb teams up with FIFA for three World Cups and global fan stays

    MUMBAI: Fans won’t just be travelling for the beautiful game, they’ll be checking in for it too. In a landmark move that blends football fever with hospitality hustle, Airbnb and FIFA have announced a three-year global partnership across three blockbuster tournaments: the FIFA Club World Cup 2025, FIFA World Cup 26, and FIFA Women’s World Cup 2027. Airbnb will serve as Official Fan Accommodation across all events with perks that include booking fan experiences, stadium adventures, and even one-on-one training with football legends like Tim Howard.

    From Dolby Atmos goal celebrations in Miami to melt-in-your-mouth brisket tacos in Houston, this tie-up isn’t just about beds, it’s about bringing the soul of the Host City to the fan’s front door.

    “The World Cup brings the world together and so do we,” said Airbnb co-founder and CEO Brian Chesky, adding that the partnership will help create “once-in-a-lifetime experiences” for fans while fuelling local economies.

    With fans expected to flood the 16 host cities of the FIFA World Cup 26, a Deloitte study estimates that over 380,000 Airbnb guests will contribute nearly 3.6 billion dollars to local economies. Hosts alone could rake in up to 210 million dollars, with Airbnb’s stays projected to support the equivalent of 34,000 full-time jobs through 2026.

    The collaboration will also see Airbnb roll out a 5 million dollars Host City Impact Fund, supporting local initiatives and enhancing the visitor experience through targeted investments in community infrastructure.

    Football meets fandom in a more literal way too Airbnb is offering original fan experiences like watching matches with Cobi Jones, dissecting tactics with FIFA’s Technical Study Group, or suiting up for a private goalkeeping session with Tim Howard. All these are bookable during the Club World Cup 2025, kicking off 14 June at Hard Rock Stadium, Miami.

    With 89 per cent of fans worldwide planning to travel for matches, Airbnb’s bet on blending the love of sport with the love of stay is shaping up to be a golden goal.

    Or in this case, maybe a golden guest room.

  • Madchatter goes global with Worldcom PR pact

    Madchatter goes global with Worldcom PR pact

    MUMBAI: From Bandra to Berlin Madchatter’s next brainstorm could be worldwide. Mumbai-based integrated communications agency Madchatter Brand Solutions has joined the Worldcom Public Relations Group, becoming part of a 40-country-strong alliance of over 80 independent PR firms. The move signals a strategic leap for the young firm as it gears up to build campaigns that are globally informed and locally resonant.

    “This partnership is a huge milestone, especially at a time when regional boundaries are blurring fast,” said Madchatter founder and CEO Rachna Baruah. “It gives us access to a global brain trust of PR experts while ensuring that Indian narratives get the international spotlight they deserve.”

    Worldcom, which vets every member through a rigorous operational and cultural compatibility check, says India remains a market of growing strategic significance. “Madchatter’s regional depth and forward-thinking approach are a strong value-add,” said Worldcom recruitment chair Bjorn Mogensen.

    Founded with a focus on both Web2 and Web3 sectors, Madchatter has made a name for itself in storytelling across verticals like enterprise tech, fintech, real estate, wellness, crypto, and impact ventures. Its full-stack services include crisis comms, digital strategy, multilingual content, and policy-sensitive media training, a mix now poised to go global.

    With this partnership, Madchatter will co-create multi-market campaigns, exchange real-time insights with international partners, and offer on-ground India expertise to global clients expanding into the subcontinent.

    From local stories to global strategies, it’s chatter that now speaks many languages.

  • Sagar Panda Joins Lokal App as Regional Head – Digital Business for West & North India

    Sagar Panda Joins Lokal App as Regional Head – Digital Business for West & North India

    MUMBAI: Sagar Panda has joined Lokal App as Regional Head – Digital Business – West & North India Market. With nearly two decades of experience in the media and advertising industry, Sagar brings a wealth of knowledge in integrated digital media sales, Branded content advertising, and business development.

    He joins the Publisher Platform from Sakal Media Group after working as Regional Business (West & South) for more than a year. Sagar Panda posted about this development on his LinkedIn profile.

    Previously, Sagar served as Associate Director – Growth & Partnership at Zee5. Over the course of his career, he has held leadership and sales roles across several well-known organizations including Zee Entertainment, Sakal Media Group, The Hindu Group of Publication, India Television, Network18 Media, and Dalal Street Investment Journal.

    Sagar Panda comes with more than 15+ years of experience contributing to organisations namely Zee Entertainment (Zee5), Sakal Media, The Hindu Group, India Television, News18 and Dalal Street Investment Journal.

    Sagar’s areas of expertise span Advertising, Online Ad Sales (Display & Programmatic), Brand Solution Sales, Native Content Sales, Sponsorship-driven IPs, Concept Selling, Direct Sales, and Revenue Forecasting. His comprehensive experience also includes team building and management and consistently achieving revenue targets across traditional and digital platforms.

  • 9 Monsoon Car Care Tips Every Indian Driver Should Follow

    9 Monsoon Car Care Tips Every Indian Driver Should Follow

    Every year, as the first raindrops hit the Indian roads, drivers breathed relief from the summer heat. But soon after, a familiar set of challenges – waterlogged streets, reduced visibility, slippery roads, and unexpected mechanical issues.

    While refreshing, the monsoon season can be quite demanding for both cars and drivers. Whether navigating Mumbai’s congested lanes or cruising through the outskirts of Bengaluru, preparing your car for the rainy season is essential.

    Here’s a practical guide to monsoon car care every Indian driver should follow, along with why a reliable car insurance policy becomes even more crucial when the skies open up.

    9 Car Care Tips For Monsoon Season

    1. Check Tyres for Grip and Condition

    Your car’s tyres are the only point of contact with the road, and during monsoons, they need to be in top shape. Worn-out tyres with shallow tread depth increase the risk of aquaplaning—where the tyres lose contact with the road due to water—and significantly reduce grip.

    Inspect the tread regularly. A minimum tread depth of 1.6mm is recommended, though 3mm is preferable for monsoon driving. Also, ensure the tyre pressure is maintained per the manufacturer’s specifications.

    2. Wiper Blades and Washer Fluid

    Visibility is everything during the rain. Yet, many drivers neglect their wiper blades until it’s too late. Check for signs of hardening, cracking, or streaks on the windscreen. Replace them if they’re more than a year old or show visible wear.

    Also, top up the washer fluid with a cleaning solution that helps break down mud and grime—rain splashes can leave your windshield muddy and visibility poor in seconds.

    3. Brake Efficiency Check

    Monsoon driving demands reliable braking. If your brakes squeal, feel spongy, or don’t respond instantly, get them checked immediately.

    Wet brake pads and discs can reduce efficiency, so it’s important to have them serviced regularly during the season. Additionally, ensure your car’s anti-lock braking system (ABS), if present, is functioning properly.

    4. Importance of a Car Insurance

    Even with the best care, monsoon accidents can happen. Slippery roads, poor visibility, falling branches, and water damage are all too common. That’s where a reliable car insurance policy steps in—not just as a legal formality, but as real peace of mind.

    During unpredictable weather, having comprehensive car insurance becomes especially valuable. It doesn’t just cover third-party damage—it protects your own vehicle from natural calamities like floods, landslides, and storm damage. If your engine suffers from water ingress or your car is damaged while parked in a waterlogged area, a comprehensive car policy could cover the cost of repairs.

    Opting for a comprehensive insurance policy with optional add-ons like engine protection or zero depreciation can make all the difference when an unexpected storm wreaks havoc.

    5. Electrical Systems and Battery Care

    Rainwater and faulty wiring do not mix well. Water ingress can cause short circuits, malfunctioning lights, or even battery failure. Ensure the battery terminals are clean and tightly secured, and check the wiring insulation throughout the vehicle.

    All external lights, including headlights, tail lights, brake lights, and indicators, should be bright and fully functional.

    6. Prevent Water Damage to Interiors

    Wet shoes, umbrellas, and clothes can quickly make the car interior damp and musty. Use waterproof floor mats that are easy to remove and clean. Keeping silica gel sachets or small dehumidifier packets in the car can help prevent fogging and mould formation.

    Regularly air out your car and clean the AC vents to avoid foul odours. Park in covered or elevated areas to prevent floodwater from entering the cabin or damaging your vehicle’s underbody when possible.

    7. Body Protection and Undercoating

    Monsoon moisture can accelerate rusting, especially on older vehicles. Getting an anti-rust underbody coating is a smart preventive step. It shields your car’s chassis from water and mud corrosion, particularly useful in cities where roads flood often.

    Regularly wash off accumulated grime and use a water-repellent wax polish on the exterior. This keeps the paint fresh and allows rainwater to roll off more easily, improving visibility and aesthetic appeal.

    To complement these physical precautions, suitable car insurance is equally essential during monsoons. Providers like Digit Insurance offer plans that include coverage for monsoon-specific risks such as waterlogging, flood damage, and weather-related accidents, providing added financial protection and peace of mind throughout the rainy season.

    8. Emergency Kit Essentials

    Driving in the rain can often lead to sudden delays or breakdowns. Keep a well-stocked emergency kit in your car, including a flashlight, extra fuses, power bank, jumper cables, a reflective warning triangle, and a basic first aid kit. 
    Also include a raincoat, umbrella, and a towel or absorbent cloth to deal with sudden water seepage.

    9. Drive with Caution, Always

    Lastly, remember that no matter how well-prepared your vehicle is, safe driving habits make all the difference. Avoid sudden braking, maintain a greater distance from the vehicle ahead, and drive at lower speeds. Avoid flooded roads whenever possible—even shallow-looking water can hide deep potholes or damage sensitive electronics.

    Don’t use high-beam lights unnecessarily—they can reflect off rain and blind oncoming traffic. Instead, use fog lights or dipped beams to improve visibility without causing glare.

    The Indian monsoon, though beautiful, is a test for every vehicle on the road. Preparing your car for the season is not just about preventing inconvenience—it’s about safety, reliability, and resilience.

    Just as you shield your car physically, ensure it’s backed by the right protection. A comprehensive car insurance policy offers invaluable cover during unpredictable weather.

    This season, don’t just drive—drive smart, stay safe, and prepare your car (and yourself) for the road ahead.

  • Yusuf Batliwala joins Hero Esports as global partnerships head

    Yusuf Batliwala joins Hero Esports as global partnerships head

    MUMBAI: It’s a power move in the world of competitive gaming. Yusuf Batliwala has been appointed senior director for global partnerships at Hero Esports, bringing with him nearly two decades of cross-continental experience across entertainment, media, and gaming. Based out of Singapore, Batliwala officially took charge in June 2025.

    Batliwala’s new role will see him leading Hero Esports’ global partnership strategy forging collaborations, securing brand alliances, and expanding the company’s footprint in international markets. With esports exploding into a mainstream spectacle, Hero Esports appears to be stacking its deck with strategic firepower.

    Before joining Hero Esports, Batliwala served as senior sponsorship strategist for the Esports World Cup Riyadh 2024, a high-stakes tournament that cemented Saudi Arabia’s place on the global esports map. He was previously associate director for strategic partnerships at Singtel, where he shaped digital entertainment initiatives across Southeast Asia. His diverse experience also includes stints with Bytedance, BBC, and Getty Images.

    Having worn multiple hats from content sales and sponsorships to strategic partnerships and business development Batliwala is no stranger to navigating the fast-evolving intersections of media, tech, and culture.

    With Hero Esports expanding rapidly across Asia, Batliwala’s appointment signals the company’s ambition to level up its global playbook. As esports matures into a billion-dollar business, industry insiders will be watching closely to see how Batliwala’s deal-making and brand-building expertise helps unlock the next phase of Hero’s journey.

    Game face on the global esports arena just got a little more interesting.

  • Amazon rebrands as your everyday enabler, not just the everything store

    Amazon rebrands as your everyday enabler, not just the everything store

    MUMBAI: Once known as the ‘everything store’, Amazon India is now gunning for something a little closer to home—and heart. With its new campaign, Har Din Behtar, the e-commerce giant wants to be seen not just as a marketplace for all things, but as a thoughtful partner in everyday life.

    Conceptualised by Ogilvy, the campaign signals a quiet but meaningful shift in Amazon’s narrative: from a transactional utility to a brand that understands India’s everyday struggles, quirks, and quiet triumphs.

    The thematic film opens with a neighbourly face-off—a tongue-in-cheek tug-of-war of betterment. From swapping outdated décor to embracing new habits, the film portrays how a little friendly rivalry becomes the nudge towards becoming your best self. That spirit runs through three punchy follow-up films:

    A PG aunty takes the plunge and partakes in a Gen-Z party, all thanks to budget buys under Rs 300.

    A grandson uses thoughtful buys to bond with his grandfather—small gestures, big feels.

    A dad sneaks veggies into his kids’ meal with a clever kitchen hack, backed by products with crores of reviews.

    The campaign tagline—“Har chhoti badi koshish se banta hai din behtar”—cements the message: it’s the little things that make every day better.

    Commenting on the campaign launch, Amazon India director – growth & consumer marketing, Pragya Sharma said, “Today’s India is not for the fainthearted. It is where rising expectations are being met with expanding opportunities. We love this about India because it reflects the culture that has been a north star for Amazon since the first day of the launch of our e-commerce marketplace in the country. Customer obsession is at the centre of everything we do, it is what keeps us curious, nimble, and innovative. We love that our customers’ expectations are never static and always rising. It reminds us to not just respond to customers’ needs but anticipate them as well. With ‘Har Din Behtar’, we are not only acknowledging this spirit of relentless improvement, we also aim to match it by enhancing selection, speed, and service quality daily.”

    The campaign strikes a fine balance between emotional pull and retail proposition. Backed by RTBs like under Rs 300, innovative products, and crores of reviews, the films highlight how Amazon isn’t just about indulgence—it’s about effort turned effortless.

    Ogilvy India CCO Sukesh Nayak spoke about the campaign, saying, “Amazon as a brand has always been known as the ultimate online shopping destination in India – an everything store. With this campaign, we’ve added heart to what Amazon stands for. Evolving to become an everyday partner for all of life’s little-big moments. Through our films, we’ve shown how Amazon supports you in turning your small daily goals into big, beautiful wins. Helping you really make every day better.”

    From everyday buys to everyday better, Amazon’s message is clear: it’s not just what you get—it’s what you do with it that counts.

  • Kaunsal takes centre screen as NMH’s new marketing head

    Kaunsal takes centre screen as NMH’s new marketing head

    MUMBAI: From customer care cubicles to commanding campaigns Ajit Singh Kaunsal’s journey has come full stream. Kaunsal has been appointed as vice president & head of marketing at New Media Holding (NMH), a move he confirmed via a Linkedin post. In his new role, he will helm the marketing strategy for one of India’s most dynamic digital media ecosystems home to brands like One Digital Entertainment, Blush, Being Indian, Instant Bollywood, and Social Nation, among others.

    With over 20 years of experience in media, research, and digital growth, Kaunsal brings a toolkit honed across major media houses. Most recently, he spent five years at MX Player, navigating the platform through intense competition in the OTT space. Before that, he clocked nearly six years at Sony Pictures Networks India, where he shaped digital and analytics strategies for SonyLIV, helping steer its early digital transition.

    But it wasn’t all front row from the start. Kaunsal began his career in 2005 as a customer service agent at First Source Pvt. Ltd., before stints at Harapa International and TAM Media Research. That hands-on foundation spanning data, customer experience, and content makes him a uniquely well-rounded fit for a company as multifaceted as NMH.

    NMH, with its diverse play across content, creators, and commerce, is at the centre of India’s evolving media zeitgeist. Kaunsal’s appointment signals a sharper focus on marketing leadership as the company scales its brand ecosystem and influence in pop culture and the creator economy.

    In a digital-first world where attention is currency, Kaunsal’s brief is clear: keep NMH at the top of feed and mind.