ITV

Category: MAM

  • Primebook ropes in Bhavesh Gupta and Tathagata Ray to scale strategy and storytelling

    Primebook ropes in Bhavesh Gupta and Tathagata Ray to scale strategy and storytelling

    MUMBAI: There’s a new script being written at Primebook—and this time, it comes with financial savvy and a flair for storytelling. The Android-based computing company has made a two-pronged leadership move, bringing on board fintech heavyweight Bhavesh Gupta as an advisory board member, and appointing creative leader Tathagata Ray as head of content.

    The announcement signals Primebook India’s push to merge business strategy with brand building. The former Paytm president & COO, Gupta, brings over 25 years of experience across banking, digital lending and fintech. His new role at Primebook is set to strengthen the firm’s go-to-market strategy and expand digital access for India’s youth.

    “What compelled me to join Primebook’s advisory board is its futuristic approach to building deeptech solutions…” said Gupta. CEO & co-founder Chitranshu Mahant welcomed the appointment as a validation of Primebook’s long-term vision and scaling ambitions.

    Simultaneously, Ray steps into the role of head of content. With over 15 years in advertising and branding, Ray’s past includes stints at Air India Limited, Meta, The Glitch, and Grapes Digital. At Primebook, he is tasked with leading creative strategy and shaping a new-age brand identity.

    Ray remarked, “I’m thrilled to join the Primebook team at such an exciting time in the company’s journey…”. CMO & co-founder Aman Verma echoed that sentiment, stating, “We’re thrilled to welcome Tathagata Ray, whose creative leadership will elevate our brand narrative…”

    With these senior appointments, Primebook is tightening the screws on both execution and storytelling. The company aims to push ahead on its mission to deliver high price-to-performance computing and broaden access to digital tools across India.

     

  • Mallus of merit Maitri’s creative storm puts Kerala on the winners’ map

    Mallus of merit Maitri’s creative storm puts Kerala on the winners’ map

    MUMBAI: They came, they played, they cleaned house armed with satire, nostalgia, and a killer instinct for viral storytelling. In a blockbuster awards season, Kerala’s very own Maitri is rewriting the rules of regional creativity, bagging a shower of accolades at the Kyoorius Creative Awards and the Abbys 2025. The independent agency, headquartered far from the metros that usually dominate India’s creative scene, is now firmly in the national spotlight.

    “We’ve always believed that there’s plenty of creativity in Kerala,” said Maitri managing director Raju Menon. “These wins affirm that you don’t have to leave home for the world to see your work.”

    And see it, they did. Maitri’s headline-grabbing campaign for Battlegrounds Mobile India (BGMI), a tongue-in-cheek scam ad that exposed scam ads snagged three Kyoorius metals in Topical Film, Social Media Engagement, and Film Craft (Produced Under Rs 10 Lakh). The same campaign added two Silver Abbys to its trophy shelf in Digital – online only video (30s to 60s) and Digital Craft – creative use of video.

    The kicker? It competed against high-budget campaigns from national giants and still stood out with originality and wit.

    Also racking up wins was Sandhesham, a Malayalee-nostalgia-laced BGMI film that struck gold in Kerala and went viral worldwide despite being in a language spoken by just 0.4 per cent of the global population. The result: two Blue Elephants at Kyoorius in Regional Film and Regional Digital and Social Media.

    On the Valentine’s Day front, Maitri flipped the script with Villantine’s Day, a villain-themed campaign for Asianet that blended nostalgia with pop-culture quirk. It earned a Blue Elephant and a lot of love from Malayalam-speaking social media.

    “Whether it was the satire in Thokkummoottil, the nostalgia of Sandhesham, or the humorous twist of Villantine’s Day, we tried to make each idea feel like it was born here but built to travel,” said Maitri Group creative director Francis Thomas.

    “The question we always ask ourselves is this something I’d send my friends?” added Maitri Group creative director Vincent Vadakkan.

    With a Baby Elephant and multiple shortlists, including under Young Maverick, Maitri’s momentum isn’t just a flash in the creative pan, it’s a marker of what’s to come.

    As Maitri director of digital & overseas business Sumit Raj summed up, “The best work comes from a place of mutual trust and respect, and we’re lucky we have that with our clients.”

    Maitri’s rise is not just a win for one agency, it’s a moment for the South, signalling that India’s creative future may well have a coconut tree in the frame and a cheeky, sharp script behind the camera.

    Kerala’s no longer just watching from the sidelines. It’s centre stage script in hand, mic turned up, and trophies in tow.

  • Sambit Mohanty to head McCann Bangalore as EVP in expanded creative-business role

    Sambit Mohanty to head McCann Bangalore as EVP in expanded creative-business role

    MUMBAI: McCann Worldgroup India has handed Sambit Mohanty the reins of its Bangalore operations in a dual capacity as EVP & creative head, effective June. The appointment reflects the agency’s continued focus on nurturing internal talent and doubling down on integrated leadership in high-growth regional hubs.

    Mohanty, a seasoned adman with over 20 years of experience, will now oversee both creative output and business operations for the southern office. He succeeds Vishal Ahluwalia, who is set to exit McCann India by the end of June.

    This elevation also signals McCann’s intent to rewire its talent pipeline and break conventional silos, as confirmed by the group’s national creative chief Prasoon Joshi. “I am excited to see talent grow from within, and in ways that break the conventional mould. We continue to leverage the expertise and creativity of our people at MWG India to deliver exceptional value to our clients”, Joshi stated.

    Based out of Bangalore, Mohanty will report to McCann India’s national leadership team. His remit includes growing business impact, strengthening client partnerships, and building a sharper creative proposition across sectors.

    “It’s tremendously exciting to be stepping into this expanded leadership role”, Mohanty said. “I look forward to pairing my creative lens with a sharper business focus and driving impactful ideas, fostering innovation and creating meaningful value for both our clients and our people”.

    Mohanty is widely respected across the Indian advertising industry for his narrative sensibility and brand-building craft. His promotion also marks a strategic moment for McCann Bangalore as the agency looks to amplify its south India presence and service agility.

    McCann India has extended its best wishes to outgoing executive Vishal Ahluwalia, acknowledging his contribution to the firm’s southern growth journey.

  • Schaeffler India shifts gears with fifth manufacturing plant in Tamil Nadu

    Schaeffler India shifts gears with fifth manufacturing plant in Tamil Nadu

    MUMBAI: Schaeffler India has added another cog to its Indian manufacturing playbook with the inauguration of its fifth production facility, this time in Shoolagiri, Tamil Nadu. Spread across 108,000 square metres, the first phase covers 16,500 sqm and is projected to reach full production by Q4 of calendar year 2025. The new facility will manufacture powertrain and chassis components for both conventional and hybrid vehicles, with a strong nod to emerging e-mobility demand.

    The ribbon-cutting was led by top brass from Germany and India, including Georg F. W Schaeffler, Matthias Zink, Eranti Sumithasri, and Harsha Kadam. The move underscores the company’s bullishness on India’s auto sector and aligns with its long-term localisation and growth strategy.

    Powertrain CEO & Schaeffler AG chassis, Matthias Zink called the Indian market “a key growth engine”, adding, “The new facility is a significant step in our efforts to expand our global manufacturing footprint and further localisation in the region”.

    The Shoolagiri unit will roll out key systems like planetary gears and hybrid transmission components. According to Schaeffler India MD & CEO Harsha Kadam, “This expansion enables us to cater not just to today’s local markets but also to future needs as we transition towards E-mobility”. He noted that the plant will play a critical role in the company’s ‘Make in India’ commitment and sustainable operations model.

    Over the past three years (2022–2024), Schaeffler India has invested Rs 1,700 crore—exceeding its original commitment of Rs 1,500 crore—to scale local operations. This includes manufacturing capabilities for e-mobility and large bearings for industrial use. The new facility joins four existing plants and three R&D centres in India.

    Schaeffler has also made inroads into the digital aftermarket. In 2023, it acquired KRSV Innovative Auto Solutions Pvt Ltd (Koovers), a B2B e-commerce platform, strengthening its digital footprint in automotive parts.

    Sustainability has been baked into the factory’s design. The Shoolagiri plant features rainwater harvesting, zero liquid discharge, natural lighting, battery-powered equipment, and LED lighting. It also integrates ergonomic workspaces and aims to foster a diverse workforce under a broader green manufacturing vision.

    Kadam added, “We remain committed to strengthening capabilities in India with our ever-evolving motion technology portfolio to seize emerging opportunities and retain our competitive edge”.

  • Intesab Hussain named CMO & COO at Rilox EV in power-packed leadership move

    Intesab Hussain named CMO & COO at Rilox EV in power-packed leadership move

    MUMBAI: As India’s electric mobility sector revs up, Rilox EV has added fresh horsepower to its leadership pit crew. The company appointed Intesab Hussain as its new chief marketing officer (CMO), while also handing him the keys to operations as chief operating officer (COO) of Rilox E-Mobility Pvt. Ltd.

    With over 15 years of experience, Hussain brings a formidable track record across brand positioning, strategic communications, and pan-India campaigns. His dual mandate will be to steer Rilox’s marketing engine and streamline operational velocity as the company scales up to meet growing EV demand.

    “It’s an honour to join Rilox EV at such a dynamic phase of growth”, said Hussain. “I look forward to crafting bold, impactful campaigns and customer experiences that reflect our commitment to innovation and sustainability. Our goal is to make Rilox a household name in electric mobility, synonymous with quality, performance and value”.

    Rilox EV founder & CEO Avesh Memon said the dual-role appointment signals a pivotal chapter in the company’s journey. “We’re thrilled to welcome Intesab to our leadership team. His strategic vision and intimate knowledge of the EV ecosystem align perfectly with our mission: making electric mobility more accessible and aspirational. With his dual CMO-COO capacity, we’ll accelerate both our market outreach and operational excellence”.

    Prior to this, Hussain led marketing and business development at major advertising and marketing firms. He has spearheaded product rollouts, acquisition strategies, and national brand activations—experience that will now fuel Rilox EV’s next growth sprint.

    The move underscores Rilox EV’s intent to turbocharge brand differentiation in a market increasingly crowded with EV hopefuls. With Hussain in the driver’s seat, the company is betting big on strategic clarity and execution muscle to stand out.

  • The Mavericks plugs into One Asia Communications to power brands across 13 Asian markets

    The Mavericks plugs into One Asia Communications to power brands across 13 Asian markets

    MUMBAI: When reputation precedes the passport, it pays to go regional. The Mavericks, one of India’s fastest-rising communications consultancies, has officially joined the One Asia Communications (OAC) network—a coalition of leading owner-operated PR agencies across the continent. As OAC’s exclusive partner in India, The Mavericks now offers brands a single-window approach to strategic communications across 13 key Asian markets, including Japan, Korea, Singapore, Indonesia, and Vietnam.

    The move positions The Mavericks as a gateway for both Indian brands with regional ambitions and international players looking to decode India’s complex communications landscape. With OAC’s deep local reach, the firm will offer clients culturally attuned, insight-driven storytelling without the bureaucracy or disconnect of traditional global networks.

    “This partnership is built on shared values — deep local expertise, a commitment to meaningful storytelling, and an audience-first mindset”, said The Mavericks founder & CEO Chetan Mahajan. “For Indian brands going global and global brands entering India, this network offers the agility of local operators and the scale of a regional powerhouse”.

    The OAC alliance now spans Indonesia, Japan, South Korea, Singapore, China, Vietnam, Malaysia, and other dynamic markets. With The Mavericks onboard, the network consolidates its presence in south Asia, adding India to its coverage map.

    OAC chair & Hahm Partners CEO Siwon Hahm said, “The Mavericks brings incredible energy, creativity, and a strong foundation of strategic reputation management. Their inclusion completes OAC’s presence in major Asian markets, strengthening our mission to deliver cohesive, high-quality communications across borders”.

    For Maverick Indonesia founder Ong Hock Chuan, the partnership is more than coincidence. “While we share a name by chance, what binds us is a shared philosophy. Chetan and his team have consistently inspired with their bold yet grounded approach. We’re thrilled to collaborate more closely and create value for businesses, bridging India and Indonesia”, he said.

    As clients increasingly seek sharper localisation within global narratives, the OAC-Mavericks partnership offers a cross-border strategy rooted in trust, insight and creative muscle. Whether it’s launching a fintech brand in Seoul or repositioning an FMCG player in Jakarta, The Mavericks is now equipped to make the message travel farther and hit harder.

  • Tohands unveils AI-powered calculator to digitise 1.5 lakh kirana stores in Maharashtra

    Tohands unveils AI-powered calculator to digitise 1.5 lakh kirana stores in Maharashtra

    MUMBAI: In the bustling bylanes of India, where kirana stores are the beating heart of daily commerce, Tohands is quietly sparking a retail revolution. The Mumbai-based fintech startup has launched the Tohands Smart Calculator V5 Silver—an AI-enabled tool designed not just to crunch numbers but to change the way India’s small retailers do business.

    Unveiled on 28 May 2025 in Mumbai, the device marks a pivotal moment in Tohands’ mission to bring digital equity to grassroots retail. The company plans to digitise 1.5 lakh kirana stores across Maharashtra in the coming year, targeting key regions including Mumbai, Navi Mumbai, Thane, and Vasai. Nationwide, it aims to reach one million shops by year-end.

    Unlike conventional billing systems or ERP software, the V5 Silver keeps things simple. Built for shopkeepers with limited digital literacy, the calculator works both offline and online. It manages inventory, tracks expenses, integrates with barcode scanners and printers, and generates remote reports. Most importantly, it delivers AI-driven insights to help owners identify sales trends, curb losses, and improve cash flow.

    “In every narrow bylane of this country, there’s a kirana store operating on trust and hustle, but without the tools that modern retail enjoys”, said Tohands founder & CEO Praveen Mishra. “The Tohands Smart Calculator V5 Silver is not just about smarter transactions—it’s about enabling these shopkeepers to save time, reduce loss, and gain control over their business”.

    Built on the ‘MAYA’ principle—Most Advanced Yet Acceptable—the device is affordable, user-friendly, and designed for the realities of India’s informal retail sector. It supports integration with essential peripherals and maintains a low learning curve, making it a plug-and-play option for store owners previously alienated by complex POS systems.

    Tohands, which shot to prominence after a feature on Shark Tank India, has already onboarded thousands of kirana stores over four years. It raised Rs. 3.5 crore from investors Radhika Gupta and Varun Dua on the show, along with Rs. 50 lakhs from the Startup India Seed Fund and support from Turbostart.

    As Maharashtra prepares for a new wave of digital kiranas, the calculator may just become the unsung hero behind India’s next chapter of retail transformation.

  • Simply Nam secures fresh funding to scale up beauty play for Indian women

    Simply Nam secures fresh funding to scale up beauty play for Indian women

    MUMBAI: Simply Nam, the homegrown beauty brand led by celebrity makeup artist Namrata Soni and entrepreneur Hanna Stromgren Khan, has secured a strategic investment from the Bhaane Group to power its next phase of growth. The fundraise will enable the company to double its monthly recurring revenue (MRR), expand its product portfolio and grow its omnichannel presence across India.

    Founded in 2020, Simply Nam has doubled its customer base in the past year and clocked a 40 per cent returning customer rate, with its current MRR averaging Rs 2 crore. The brand is currently live across platforms including Nykaa, Amazon, Myntra, Tira Beauty, Zepto and Blinkit.

    What sets Simply Nam apart is its founder-led formulation approach: no off-the-shelf white-labelling, no shortcuts. Namrata Soni brings over 25 years of hands-on experience to the lab, combining her deep understanding of Indian skin tones, textures and climates with skincare-forward, vegan and cruelty-free innovation.

    “Simply Nam is more than just a makeup brand — it’s a reflection of my life’s work and a deep understanding of the beauty needs of Indian women”, said Simply Nam co-founder Soni. “Having worked with Sonam for over 17 years, it’s incredibly meaningful to now build this brand alongside her and Anand… Their trust at such a pivotal stage fills me with renewed confidence”.

    The Bhaane Group’s investment signals confidence in Simply Nam’s vision of clean, inclusive and professional-grade beauty. The partnership also reflects a commitment to scaling quality-first Indian beauty brands. “With Bhaane Group, we’ve found that rare alignment. This strategic investment is a launchpad for what comes next”, added CEO & co-founder Khan.

    The brand’s hero products, like the Ultimate Kajal (with 100,000 units sold in just three months), the Sweet Kisses Lip Balm, and the Magic Tinted Lip Oil, have already found favour with Indian consumers and influencers alike. Simply Nam has also bagged accolades at the Elle Beauty Awards 2023 and the Grazia Indie Beauty Superstars 2024, with nominations at the upcoming Vogue Beauty & Wellness Awards 2025.

    Bhaane Group CEO Anand S Ahuja remarked, “Simply Nam represents the next chapter in clean, inclusive beauty for India, and we’re incredibly proud to support their journey”.

    The funding will be used to:

    ●    Launch new, innovative product lines

    ●    Expand its educational content

    ●    Strengthen physical and digital reach

    ●    Reinforce its made-in-India ethos across all touchpoints

    As India’s first celebrity makeup artist-owned beauty brand, Simply Nam now sets its sights on building a globally resonant identity that remains proudly Indian at its core.

  • Diageo India fuels road safety with Tab Lab rollout across all Goa RTOs

    Diageo India fuels road safety with Tab Lab rollout across all Goa RTOs

    MUMBAI: In a move that blends digital grit with civic sense, Diageo India has extended its ‘Wrong Side of the Road’ (WSOTR) initiative across all seven Regional Transport Offices (RTOs) in Goa. The latest Tab Lab, launched at the Panaji RTO, was inaugurated by the Goa CM Pramod Sawant, making it a full sweep for the initiative across the state.

    The initiative, driven in partnership with Bharatcares and the Directorate of Transport, brings interactive, tech-enabled driver education to life. Targeting drink driving behaviour, the programme uses real-life simulations to highlight the harsh consequences of unsafe driving. Each Tab Lab delivers a mandatory 45-minute immersive experience to all new driving licence applicants. These modules include behavioural assessments and interactive films designed to simulate the dangers of driving under the influence.

    “We congratulate and thank Bharatcares and Diageo India for implementing this CSR project”, said Sawant at the inauguration. “This small step will have a long-term impact in reducing accidents. No licence will be issued or renewed without watching this film”.

    The Panaji launch brings the number of WSOTR Tab Labs in India to over 70, bolstering Diageo’s goal of sensitising one million people to responsible driving by 2030. The initiative falls under the company’s broader ‘Spirit of Progress’ ESG framework.

    “Changing attitudes is key to addressing the root causes of drink driving”, said Diageo India head of corporate relations Devashish Dasgupta. “With our partners at BharatCares and support from the Goa government, we are scaling WSOTR to equip drivers with the awareness they need to make responsible choices”.

    Bharatcares AVP – social impact programs Abhishek Tyagi echoed the sentiment, “Through initiatives like the Tab Lab, we are fostering a collective effort to build safer, more responsible communities”.

    The WSOTR campaign isn’t just about ticking compliance boxes. It’s a behavioural nudge wrapped in immersive tech—a civic reset disguised as a touchscreen.

  • Plush and Blinkit deliver pads with a purpose this Menstrual Hygiene Day

    Plush and Blinkit deliver pads with a purpose this Menstrual Hygiene Day

    MUMBAI: Most people dread a legal-looking envelope but this one holds no fines, just facts. In a bold, attention-grabbing move for Menstrual Hygiene Day, femcare brand Plush has teamed up with quick commerce platform Blinkit to deliver more than just products, they’re delivering a cultural reckoning. In five Indian cities, over 25,000 homes received what appeared to be formal legal notices. But instead of summons, the sleek envelope bore a blazing message: “This is your final notice to put your comfort first.” Inside? A Plush 100 per cent rash-free pad and a mission to challenge the silence around periods.

    As part of its larger PeriodFriendlyWorld campaign, the activation brought period care straight into the spotlight (and the living room), removing the metaphorical brown bag from sanitary pads and giving menstruators permission to expect dignity, comfort and normalcy.

    The campaign ties into Plush’s wider digital movement, “Volume Up. Period.” which addresses a quiet truth: most menstruators instinctively lower their voices when talking about periods, not out of choice but conditioning. Plush is on a mission to unlearn that silence.

    “Periods have been tiptoed around for too long inside homes, offices, and even marketing boardrooms,” said Plush co-founder Prince Kapoor. “This campaign isn’t just about delivering pads, it’s about speaking up. To expect better. To demand comfort. To turn the Volume Up. Period. We’re proud to do it in partnership with Blinkit, who help us take this message straight into the homes where it matters most.”

    Blinkit Senior vice president for revenue Anish Shrivastava added, “This Menstrual Hygiene Day, we’re proud to collaborate with a femcare brand like Plush to support a cause that underscores the need for period care to be seen, respected, and prioritised. It’s about making room for honest conversations, and ensuring that something so fundamental is never out of reach.”

    The campaign ran across Bengaluru, Hyderabad, Mumbai, Pune, and Chennai on May 27 and 28, making a case for how direct-to-home marketing can become a megaphone for cultural change. And while the pads were soft, the message was loud and clear: periods aren’t taboo, they’re part of life and they deserve to be treated that way.

    Because building a PeriodFriendlyWorld doesn’t start with a billboard, it starts at your doorstep.