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Category: MAM

  • Omnicom–IPG merger gets greenlight from CCI, ad world braces for a mega shake-up

    Omnicom–IPG merger gets greenlight from CCI, ad world braces for a mega shake-up

    MUMBAI: India’s competition watchdog has given a decisive thumbs-up to one of the biggest shake-ups in adland: Omnicom Group Inc.’s acquisition of sole control over The Interpublic Group of Companies, Inc. (IPG).

    The Competition Commission of India (CCI) has formally approved the merger, clearing the way for New York-based Omnicom to swallow IPG whole. The deal sees EXT Subsidiary Inc.—Omnicom’s Delaware-registered arm created for the transaction— merging with Interpublic group, followed by its vanishing in a legal sleight of hand, with IPG emerging as a wholly owned subsidiary.

    The green light marks a major milestone in the creation of an advertising, media and communications (AMC) colossus that will now tower over rivals in over 100 countries—including India.

    Both Omnicom and IPG have long had a robust presence in India, vying for dominance in marketing communications and media buying. With the merger officially sanctioned, expect ripples—if not tsunamis—across client portfolios, agency turf wars, and talent poaching strategies.

    Omnicom brings to the table a vast arsenal of brand advertising, CRM, media planning, PR and specialty comms across more than 70 nations. IPG counters with an 80-brand empire powered by 57,400 employees delivering everything from creative and data to experiential marketing.

    The merger has got the go-ahead in 10 of the 20 global markets it has a presence in, according to reports. And it will have a smaller market share in India than WPP Media. 
     

    The CCI website only has a partial copy of the merger  application uploaded while its clearance document has yet to be put up. 

    As the global titans fuse, the industry braces for impact—and reinvention.

  • Divya Chadha returns as head of marketing for Amazon Music India

    Divya Chadha returns as head of marketing for Amazon Music India

    MUMBAI: Divya Chadha, one of India’s most dynamic marketing minds, has struck a new chord—this time with Amazon Music. After a six-year symphony at Spotify India where she scaled listener love and podcast adoption, Chadha has returned to the Amazon fold as head of marketing, based out of Mumbai.

    With stints at eBay, Amazon.in and Spotify already under her belt, Chadha brings a treasure trove of brand-building battle scars and a marketing mindset that’s as sharp as it is strategic. From powering up Amazon Great Indian Sale and Mr & Mrs Verma to orchestrating Spotify’s rise in India’s music and podcasting game, she’s played it all—mass media, user acquisition, podcast evangelism, trust-building, and category creation.

    Her Spotify run was marked by memorable campaigns driving both free and premium user base growth, top-of-mind brand recall, and a noticeable uptick in subscriptions and podcast listenership. At Amazon, she had earlier shaped India-first brand narratives like Adjust No More, Apni Dukaan, and Try Toh Kar, and even led Amazon Fashion’s #MustHave push.

    Before she turned into a full-blown marketing maestro, Chadha was also part of the merchandising and campaign ecosystem at eBay, where she helped scale direct marketing to over 20 per cent of revenue and crafted category-level storytelling across fashion, home and lifestyle.

    Now back in Amazon, this time with rhythm and reach in mind, she’s all set to amplify Amazon Music’s voice in a noisy, competitive Indian streaming market.

    Let the music—and marketing—begin.

  • Decathlon rolls out Second Life Bazaar to push circular sports retail across 68 stores in India

    Decathlon rolls out Second Life Bazaar to push circular sports retail across 68 stores in India

    MUMBAI: Old gear is getting a new shot at glory. Decathlon India is rolling out its largest circular retail campaign to date with the launch of Second Life Bazaar, an 11-day sustainability activation starting 5 June 2025—coinciding with World Environment Day. The campaign spans 68 stores nationwide and aims to turn Indian sports retail into a regenerative game plan.

    At the heart of the campaign is a three-pronged strategy: buyback, resale, and DIY maintenance. Customers can trade in old Decathlon cycles and fitness gear for store vouchers, buy refurbished equipment at 30 per cent to 60 per cent off MRP, and take part in workshops to fix and maintain their sports goods—from skates and rackets to scooters and cycles.

    Decathlon’s new circular model is set to grow its circular product portfolio by 28 per cent to 30 per cent this year, with a longer-term goal of tripling circular turnover by 2027—projecting 200 per cent growth from 2024 levels. The company also expects to keep more than 300,000 sports products out of landfills during that period.

    “We have always believed that accessibility and sustainability must go hand in hand. As our customers evolve, so does our responsibility to offer high-quality, long-lasting products that not only reduce environmental impact but also address affordability. Sustainability is a year-round commitment for us, but the Second Life Bazaar holds special significance as we mark World Environment Day, a moment to reaffirm our dedication to responsible consumption”, said Decathlon India CEO Sankar Chatterjee.

    Backed by targeted advertising and communications, the campaign has gained traction in key metros and high-growth clusters including Bengaluru, Pune, Kolkata, Delhi NCR, Chennai, and across east India and Tamil Nadu.

    “Circularity is an environmental strategy as well as a transformative approach to how we perceive value. With the Second Life Bazaar, we are enabling our customers to actively participate in sustainability by extending product lifecycles, reducing waste, and creating tangible environmental benefits”, added Decathlon India leader, sustainable development Annie George.

    Globally, Decathlon has implemented similar campaigns in France, Spain, Italy, Portugal, the UK, and Poland. The Indian edition aligns with Mission LiFE and positions Decathlon as a key player in pushing circularity within the country’s fast-evolving sports retail landscape.

     

  • Soleful surprises and dapper delights for dad this Father’s Day

    Soleful surprises and dapper delights for dad this Father’s Day

    MUMBAI: He may not say much, but he’s always said enough. This Father’s Day, swap the clichés for classics that match his quiet strength and unwavering presence. Whether it’s a crisp kurta or a sturdy pair of sandals, here are six meaningful gifts from Fabindia that blend functionality with finesse perfect for the man who’s been your guiding light.

    Step into comfort: Priced at Rs 2,999, these brown leather sandals are built for the long haul. With premium leather and all-day comfort in mind, they’re a grounded yet stylish option for the dad who’s walked beside you every step of the way.

    Carry a piece of him: This Rs 999 brown leather wallet may be compact, but it’s packed with character. Its slim design and refined stitching make it a perfect everyday essential for a man who carries little but means everything.

    Wrap him in heritage: For the father who embodies grace and grit, the beige silk hand block printed Bandhgala jacket (Rs 3,899) blends traditional artistry with modern tailoring. It’s a nod to the man who makes every gathering feel like home.

    Tradition at his feet: If he’s partial to ethnic elegance, look no further than the brown leather embroidered juttie for Rs 1,300. With its shimmering details and soft sole, it’s comfort wrapped in craftsmanship.

    Casual, but considered: A Rs 1,599 maroon cotton handwoven short kurta offers both ease and elegance. Handloomed by skilled artisans, this piece is for the dad who balances simplicity with strength in every move.

    Bright idea: If your father’s desk is his kingdom, this gold metal study table lamp (Rs 5,999) will be his crown jewel. Sleek, adjustable, and resolutely modern, it’s a nod to the focus and clarity he brings to life.

    From the sturdy to the stylish, these thoughtful picks from Fabindia prove that gifting dad doesn’t need to be grand, it just needs to be grounded. After all, some heroes don’t wear capes… they wear kurtas and carry wallets that have aged as gracefully as they have.

  • Ex-Eightfold AI leader RudraPrasad Nanjundappa joins Kapture CX as CCO to lead AI-driven customer success globally

    Ex-Eightfold AI leader RudraPrasad Nanjundappa joins Kapture CX as CCO to lead AI-driven customer success globally

    MUMBAI: Kapture CX has brought on board RudraPrasad Nanjundappa as its new chief customer officer. The move comes at a time when the company is turbocharging its global expansion across 18 countries, riding on a revenue doubling in FY25 and recent $8 million funding led by Cactus Venture Partners and India Alternatives.

    With a career spanning nearly 23 years, RudraPrasad previously served as regional vice president – professional services at Eightfold AI, where he set up the APAC services team and oversaw enterprise product implementations across APAC and EMEA. His experience also includes leadership roles at Linkedin, Infosys, Cognizant, and a stint as co-founder of a health-tech startup.

    In his new role, RudraPrasad will helm customer success initiatives, lead the deployment of Kapture’s Agentic AI product suite, and drive customer-centric strategies aligned to enterprise outcomes across sectors and geographies.

    “We are thrilled to welcome Rudraprasad to the Kapture CX leadership team”, said Kapture CX CEO & co-founder Sheshgiri Kamath. “His extensive experience and visionary approach to customer success align perfectly with our mission to revolutionise customer experience through innovative technology. We are confident that his leadership will further strengthen our customer relationships and drive sustained growth”.

    RudraPrasad added, “Being part of a company which is at the forefront of building an Agentic AI platform to help organisations across the globe redefine and enhance their customer experience is surreal. In my role as the chief customer officer, I look forward to leveraging my diverse experience anchored around customer success to help redefine the experience and value we are delivering to our customers”.

    Kapture CX, which serves over 1,000 enterprise clients, is known for its AI-native CX automation suite. The platform integrates proprietary large language models (LLMs) to power workflows, sentiment analysis, and proactive customer engagement. RudraPrasad’s appointment is expected to further this innovation agenda while sharpening Kapture’s delivery edge.

    “Passionate founders, dynamic team, innovative product suite, tangible results for enterprise clients, expanding business opportunities and challenges of growth stage make this journey incredibly thrilling”, he said.

  • Business Standard offers complimentary access to The New York Times

    Business Standard offers complimentary access to The New York Times

    MUMBAI: Now that’s a headline-worthy combo. Business Standard just gave its digital subscribers a serious upgrade, complimentary unlimited access to The New York Times, including all its coveted sections like News, Games, Cooking, Audio, Wirecutter, and The Athletic. In what can only be described as a news nerd’s dream, this partnership fuses two powerhouse publications, blending Business Standard’s incisive Indian business journalism with The New York Times’ global reportage and Pulitzer-decorated opinion. From stock market sagas to sourdough recipes, readers are now in for a smarter scroll.

    For Business Standard, the move reaffirms its commitment to delivering journalism that’s not only sharp and trusted but now also backed with broader global context. Whether you’re chasing earnings reports, culture shifts, political twists or your next Wordle win this new offering has you covered.

    So go ahead, cook, quiz, read and analyse your digital subscription just got a Times two.

  • Stirred not shaken Fortune whips up India’s next culinary creators

    Stirred not shaken Fortune whips up India’s next culinary creators

    MUMBAI: Some recipes call for more than just salt and spice, they need a pinch of purpose. As part of its 25-year celebration, Fortune Foods served up a piping hot opportunity with its first-ever Fortune Influencer Masterclass, aimed at turning everyday food lovers into full-blown digital culinary creators.

    Launched on 10 February 2025, the campaign received an overwhelming 50,000 plus registrations from across India, ultimately narrowing the field to 25 winners who were recently felicitated in a lively Meet & Greet in Ahmedabad. Each winner took home content collaboration deals worth up to Rs 2 lakh, but the real prize was the transformation of passion into profession.

    Backed by industry heavyweights like Meghna Kamdar (Forbes Top 100 Digital Star), Vinayak Grover of Lost and Hungry Studios, and Nimisha Rao from Influencer.in, the initiative was more than a class, it was a crash course in digital storytelling. With modules on scripting, plating, video editing, animation, and content strategy, the program mentored aspiring influencers in every dimension of online food content creation.

    From a pool of 250 semi-finalists, selected after an initial assignment round, the top 25 were chosen following a multi-stage process judged by Masterchef winners and industry experts. Criteria ranged from recipe innovation and aesthetic appeal to editing finesse and storytelling strength.

    The finale in Ahmedabad was a feast for the senses. It featured a special plating demo by Meghna Kamdar, games, and a fireside chat titled ‘The Ingredients of a Great Food Content Creator’, with insights from Mukesh Mishra, joint president at AWL Agri Business Limited, Sunil Chawla, co-founder of Social Beat, and Kamdar herself.

    Mukesh Mishra explained the vision behind the campaign, “This wasn’t just about product placement. It was about placing belief in people especially homemakers and food enthusiasts who had creativity but lacked digital confidence. We’ve seen these creators bloom, and we’re thrilled to champion their voices.”

    One such voice was Harshika Lalwani from Kanpur, whose journey resonated with many: “As a homemaker, I had quietly shelved my passions for years. This campaign gave me visibility, value, and most importantly my own voice. When I made it to the Top 25, I felt seen for who I am, not just the roles I play.”

    The Fortune Influencer Masterclass is more than a marketing campaign, it’s a movement that’s helping shape India’s digital creator economy. It’s where food meets fame, where community meets creativity, and where Fortune truly favours the bold.

     

  • Defender storms India’s streets with Laqshya’s OOH campaign built on grit, gear, and grand visuals

    Defender storms India’s streets with Laqshya’s OOH campaign built on grit, gear, and grand visuals

    MUMBAI: India’s city skylines have just found a new icon to stare at—and it’s not made of glass and steel. Jaguar Land Rover India, in collaboration with Laqshya Media Group, has launched a sweeping out-of-home (OOH) campaign to introduce the new Defender, painting a bold visual narrative across urban India.

    Titled the ‘Defender – Portal Campaign’, the effort unfolded in two visually arresting phases. The first set the scene with snow-capped peaks—featuring the Defender hurtling through frozen terrain with the calm of a seasoned explorer.

    Phase two flipped the scene entirely: desert dunes, golden and blazing, where the SUV charged forward with grit and grandeur.

    The campaign targeted premium high-footfall zones including malls, arterial highways, and airport corridors, capturing the eyeballs of luxury-inclined urban dwellers. Whether at a bustling junction or an upscale district, the Defender made its mark with placements too audacious to ignore.

    But this wasn’t just a car ad—it was cinematic storytelling at scale.

    One visual depicted the SUV bursting from a brutalist concrete portal into alpine wilderness, alive with icy momentum. Another creative threw it into the desert, every grain of sand kicked up with purpose. A standout frame combined a close-up of goggled eyes with the gleam of the Defender’s headlamp—blurring the line between human and machine.

    “With the new Defender, we didn’t just want to create another OOH campaign—we wanted to engineer a spectacle that mirrors the vehicle’s unstoppable spirit. From snow-clad peaks to sun-baked sands, we designed every touchpoint to make people feel the thrill of adventure and the power of possibility. This campaign isn’t just about seeing the Defender; it’s about experiencing what it means to be truly unmissable”, said Laqshya Media Group CSO Yuvrraj Agarwaal.

    The Defender’s OOH rollout may have traversed just a few cities, but its ambition roared across geographies. By combining tight location targeting with layered visual storytelling, Laqshya and JLR have turned each site into a portal of power and performance—reminding viewers that great adventures begin on the streets they walk.

     

  • Sip, sip hooray HSBC wants you to retire to more, not settle for less

    Sip, sip hooray HSBC wants you to retire to more, not settle for less

    MUMBAI: Who says the best chapters of life end at 60? HSBC Mutual Fund is flipping that notion on its head with its new investor education initiative, #Retiretomore, reminding Indians that retirement isn’t a full stop, it’s a fresh start. Drawing from the HSBC Quality of Life retirement report, the campaign puts the spotlight on an alarming disconnect: 58 per cent of affluent Indians plan to work post-retirement not out of passion, but necessity. Despite nearly 8 in 10 knowing what they need for retirement, 4 in 10 still feel unprepared. The estimated retirement savings required in India? A cool USD 0.39 million.

    To address the gap between intent and action, HSBC Mutual Fund has launched a 360° campaign featuring three short films that portray retirement through lenses of Life, Passion, and Freedom. Targeted at professionals aged 30 to 45, the emotionally charged narratives underscore the idea that planning early with SIPs can unlock a more fulfilling future.

    “Retirement isn’t the end, it’s the beginning of your next act,” said HSBC Mutual Fund CEO Kailash Kulkarni. “But to enjoy it, smart financial planning through SIPs is key. With #RetireToMore, we aim to transform how India thinks about retirement less fear, more freedom.”

    Beyond the screen, the campaign rolls out across Youtube, Instagram, Facebook, Linkedin, regional languages, OTT platforms, metro wraps, and bus branding. A dedicated landing page allows users to calculate their retirement needs making the campaign both aspirational and actionable.

    #RetireToMore follows HSBC Mutual Fund’s earlier investor education drives like SIP Hai #FaydeWaliAadat and Apne #SIPKoDoPromotion. This latest chapter, though, may be its most important yet because as this campaign cheekily reminds us, retirement isn’t a choice, but planning for it is.

  • EaseMyTrip 2.0: Nishant Pitti plots a first-class upgrade for Indian startups

    EaseMyTrip 2.0: Nishant Pitti plots a first-class upgrade for Indian startups

    MUMBAI: Buckle up—EaseMyTrip is switching lanes. Chairman and founder Nishant Pitti has just rolled out EaseMyTrip 2.0, a turbocharged phase of growth where the travel-tech player won’t just book your holiday—it may just bankroll your next big startup.

    Announced on 2 June, the move marks a bold pivot for one of India’s most profitable online travel agencies. Rather than gunning for control or swift exits, the brand’s new strategy will focus on acquiring up to 49 per cent equity in promising businesses while letting founders retain full operational control. The model? Think co-pilot, not cockpit hijack.

    “We want to back founders who are building exciting businesses and not replace them,” said
    Nishant Pitti. “EaseMyTrip 2.0 is about combining their vision with our platform to create real, lasting scale.”

    The sectors in Pitti’s sights are as wide-ranging as a world map—from core travel segments like spiritual tourism (Ayodhya, Kedarnath, Varanasi), luxury escapes, and student travel to the more offbeat like air ambulances and intercity cabs. But there’s also a pivot to lifestyle. Wellness clinics, spa services, EMI travel payments, insurance, airport lounges and bespoke gifting are all part of the wishlist.

    This is not angel investing in yoga pants. EaseMyTrip 2.0 aims to fuse scale with soul. Founders can expect working capital, access to customers, co-branded marketing, and full freedom to operate—without ceding their vision.

    Entrepreneurs looking to hop aboard this flight can submit business plans, past financials and a three-year growth roadmap to vikash.goyal@easemytrip.com.

    Founded in 2008, EaseMyTrip has managed to do the unthinkable in the OTA space—stay bootstrapped, profitable, and pandemic-resistant. With a 47 per cent CAGR in pre-tax profits (FY20–24), a zero-convenience-fee model, and presence in 10 global markets, the company is now ready to scale new altitudes. And this time, it wants fellow fliers.

    As Pitti put it, ““We’re building an ecosystem; not just a travel company. “EaseMyTrip 2.0 is our commitment to helping India’s most promising businesses scale faster and with our expertise behind them.”

    Let the startups take off.