Category: MAM

Yu-Gi-Oh! trades cards for cans with fizzy new flavour twist

MUMBAI: Yu-Gi-Oh!, the anime titan that launched a thousand trading cards (and schoolyard duels), is bubbling into a whole new game — sparkling water. In a move that’s both fizzy and fandom-fuelled, Taiwanese drinks maker YHB Biotech is teaming up with Konami Cross Media NY to release a line of anime-themed sparkling waters under its Ocean Bomb label.

The character-clad cans — starring fan favourites from Yu-Gi-Oh!’s legendary universe — will hit shelves in Q2 of 2025, with distribution slated across north and south America, the EU and the UK. The drinks are caffeine-free, kid-friendly and bursting with fruity flavours designed to quench thirst and nostalgia in equal measure.

“Just when Yu-Gi-Oh! fans think they’ve seen it all, we’re excited to open our phenomenal anime property to the specialty beverage product category for the first time,” quipped Konami Cross Media NY vice president of licensing and marketing Jennifer Coleman. “YHB’s Ocean Bomb canned sparkling flavored waters will be sold through specialty stores focused on the food and beverage category.”

Ocean Bomb isn’t new to the anime aisle. With previous pop-culture pours starring Sailor Moon and Dragon Ball Super, it’s a seasoned player in the kawaii drinks market.

YHB Biotech executive En En added: “Yu-Gi-Oh!’s dominance in the global marketplace for over 25 years will be a tremendous boost in bolstering consumer awareness and introducing the Ocean Bomb product line to new markets throughout the Americas, Europe and the UK. It’s a wonderful partnership and growth opportunity for both Ocean Bomb and Yu-Gi-Oh! “

Whether you’re duelling monsters or dodging deadlines, these cans promise to be the ultimate refreshment — no trap card required.

May 21, 2025
GoaFest 2025: “I am my own favourite” – Kareena Kapoor Khan rewrites stardom with self love

MUMBAI: If loving yourself was an art form, Kareena Kapoor Khan could well hold the copyright. In a sparkling fireside session titled “Main Apni Favourite Hoon: Not Just a Line. A Mindset” at GoaFest 2025, Kareena proved that her iconic dialogue from Jab We Met wasn’t just script gold, it was a life mantra with staying power.

Interviewed by celebrity host Atika Farooqi at Taj Cidade de Goa Horizon, the actress peeled back the layers on fame, family, and the fine print of self-worth.

“The line changed not just my career, but my life,” Kareena declared. Delivered 15 years ago, when ‘self-love’ wasn’t yet trending, it has since become a cultural rallying cry. “It’s a mindset, not a moment,” she said, explaining how the phrase empowered not just her but an entire generation of women to embrace their truth even if it meant standing alone.

Celebrating over 25 years in cinema, Kareena described her personal brand in two words: “Unapologetically herself.”

From iconic commercial blockbusters to gritty roles like Chameli, Dev, Omkara and more recently Jaane Jaan and The Buckingham Murders, she’s deliberately straddled both glamour and grit.

“If I can’t transform, I shouldn’t be doing this,” she said simply.

On longevity in showbiz, she boiled it down to a cocktail of talent, brave choices, and refusing to ride trends. “Success is not just about staying visible. It’s about staying true,” she mused.

Family life wasn’t left out either. Reflecting on her marriage with Saif Ali Khan and motherhood, she spoke candidly about the importance of mutual respect over sacrifice, calling Saif “a strong support structure.”

For Kareena, balance isn’t about keeping score; it’s about knowing when to step up and when to pause. “Work will come and go but the love you build at home is irreplaceable,” she said.

Asked whether she’d ever remake a Raj Kapoor classic, the answer was an emphatic no. “Some things are timeless. You don’t touch them, you preserve them,” she said, referring to her grandfather’s legendary legacy.
She also gave props to the changing cinema landscape. From OTT to regional crossover, Kareena’s game to learn new languages and new rules.

“Authenticity is the new glamour,” she said, crediting the likes of Jaideep Ahlawat and Vijay Varma for setting new performance benchmarks in today’s hyper-observant viewing culture.

What keeps her going? “Staying childlike. Staying curious. And yes being my own favourite,” she grinned.

From box office queen to boundary-pushing actor, Kareena’s session wasn’t just a rewind of her past, but a guidebook to staying relevant, radiant and real in a business that rarely forgives age, honesty or independence.

May 21, 2025
AI, aye captain – Rishad Tobaccowala fires up GoaFest with his human touch about artificial intelligence

GOA: Who knew a masterclass in artificial intelligence could feel this human?

At the 2025 edition of GoaFest, held at Taj Cidade de Goa Horizon, marketing sage and Publicis Groupe senior advisor Rishad Tobaccowala kicked off the event with a keynote that was equal parts wake-up call and soul-stirring sermon. In a session titled Ignite, Tobaccowala didn’t just warn the ad world about AI, he challenged it to rekindle its human spark.

The thesis?

AI isn’t just the next big thing, it’s already bigger than we think. “AI in 2025 is still underhyped,” he declared, noting that many businesses still haven’t grasped how deeply it’s reshaping the fundamentals. And he came bearing receipts.

Forty years ago, a desktop computer cost 5,000 dollars and ran on 1.5 million transistors. Today, your smartphone is 10 times cheaper and runs on 1.5 billion transistors. “The cost of computing has dropped by a factor of 10 million,” he said, with the drop in information distribution costs also approaching zero. “And now, the cost of knowledge and experience is heading the same way.”

But here’s the kicker: that doesn’t make AI a differentiator, it makes it infrastructure.

“Saying you have AI is like saying you use electricity,” Tobaccowala quipped. “You won’t survive without it. But it’s not what will set you apart.”

What will? HI — Human Ingenuity, Intuition, Interaction, and Inspiration.

In a world where machines are smarter, faster, and cheaper, he argued, what remains irreplaceable is human originality. “When AI gives everyone the same data and tools, storytelling, creativity and trust become your only real edge,” he said, reaffirming marketers’ role as custodians of emotion and meaning.

Peppered with zingers, analogies, and a 220-second cheese brand startup powered by GPT-4, the session also made serious points about leadership in a rapidly shifting world. “If you’re planning to retire after 2026, think again,” he warned. “Most people won’t be replaced by AI, they’ll be replaced by other people using AI better.”

He also tore into the cult of corporate scale. “You’ll see billion-dollar companies with less than 100 employees,” said Tobaccowala, who himself pays $225 every month month to access top AI models from eight platforms, outperforming Fortune 500 firms stuck in bureaucratic inertia.

His call to action?

Rethink everything. “If you were starting your company today, would it look like it does now? No. Then why are you still running it that way?” From burning outdated mental models to embracing immigrant thinking (outsider mindset, underdog innovation), his message was clear: adapt or become obsolete.

He concluded with his signature “six Cs” for survival in the AI age: Cognition, Creativity, Curiosity, Communication, Collaboration, and Convincing, a new operating system for human relevance.

As for jobs? “Work will change more between 2019 and 2029 than it has in the past 50 years,” he said, forecasting a rise in gig-style, goal-focused work over traditional employment. “The future of work is about getting things done, not filling jobs.”

In a festival famous for its flair, Rishad Tobaccowala delivered a rare thing, a lecture that didn’t just ignite the mind, but lit a fire in the heart.

May 21, 2025
OLX India taps Olive Sen to power up its horizontal play

MUMBAI: Olx India is shaking up its leadership ranks with the return of Olive Sen as chief business officer – horizontal business unit (non-autos). In his new avatar, Sen will drive growth across the platform’s sprawling classifieds empire—from jobs and property to mobiles and electronics—as Olx eyes deeper user engagement and scale.

Sen is no stranger to the classifieds game. With over a decade in the consumer internet trenches, including six-plus years at Olx group, he knows the platform inside out. His previous tour of duty saw him head product, marketing and analytics—turbocharging user growth and monetisation along the way.

He returns to Olx after a stint as chief product officer at BetterPlace, a workforce tech platform, and earlier roles at Thinkfoods.in and NYX. An IIT Kharagpur alum, Sen cut his teeth at Nissan Motors and ZS Associates before shifting gears into product strategy.

CarTrade Tech chairman & founder Vinay Sanghi rolled out the welcome mat. “Said he: “We are excited to welcome Olive back to Olx. His deep understanding of the platform, coupled with a strong strategic vision, makes him the ideal leader to drive our horizontal business unit (non-autos) business forward. We are confident that his leadership will unlock new avenues of growth and significantly enhance user engagement in these categories.”

Sen, for his part, is raring to go. Said he: “I’m excited to return to Olx India at a time when the classifieds space is evolving rapidly. The non-autos categories—from consumer goods to real estate and jobs—represent a massive opportunity to build for scale and depth. I’m looking forward to working with the incredible team at Olx to unlock this potential and deliver meaningful experiences for our users.”

The move fits into Olx ndia’s broader playbook—building a one-stop, trusted bazaar for everything under the digital sun. With over 35 million monthly visitors and more than 30 million listings a year, Olx is already a heavyweight. Now, with Sen back at the helm, the platform is betting big on becoming India’s go-to marketplace for all things secondhand (and sensible).

May 21, 2025
Brands miss a trick with gTLDs as Icann opens digital land grab

MUMBAI: A fresh survey from the Internet Corporation for Assigned Names and Numbers (Icann) reveals that 52 per cent of marketing leaders see serious brand-boosting potential in owning a bespoke top-level domain—but a third haven’t the faintest clue what a gTLD actually is.

Top-level domains (the bit after the dot, like .london, .tech or .love) are about to hit the market again, with Icann gearing up to open its first application window in over a decade come April 2026. But despite the looming gold rush, many brands are snoozing through the starter gun.

Of the 2,000-plus marketers surveyed across eight countries—including the UK, US, China and India—only 19 per cent had ever worked at a firm that applied for a gTLD. Yet once they were told what a gTLD is, a staggering 92 per cent could see the upside. Chief attractions? Brand differentiation (46 per cent), improved trust (45 per cent), tighter online control (44 per cent), and better SEO (44 per cent). In short, more power behind the dot.

Still, roadblocks remain. Cost (31 per cent), ignorance (27 per cent), and tight resources (24 per cent) are keeping the gTLD dream on ice for many. Regional views are anything but uniform: Nigeria (74 per cent) and India (61 per cent) are bullish on the potential, while China is more split—half the marketers there think gTLDs are worth it, the other half call them a waste of money.

This matters. Marketers say standing out online is their top challenge (53 per cent), followed by grabbing the right audience (52 per cent) and keeping up with digital trends (47 per cent). A gTLD—essentially your own walled garden on the Internet—could be a game-changer. Think trust, exclusivity, and a domain that actually means something.

Icann SVP of global domains & strategy Theresa Swinehart says: “The New gTLD Program: Next Round presents an opportunity for businesses, communities, governments, and others to apply to operate their own secure space online, tailored to fit their organization, community, culture, language, and customer interests. Now is also the moment for brands to consider applying for a gTLD, and this research tells us there is still a lack of awareness. Icann can help provide information and raise awareness of the Next Round and the opportunity it presents for global communities, organizations, and businesses, including brands.”

For brands looking to own their digital patch—whether it’s .coffee, .africa or .you—the clock is ticking. And with consumers more sceptical than ever online, trust might just come in three characters or more.

Read the full report: Understanding the gTLD Opportunity for Brands

May 21, 2025
Havas’ Prose on Pixels lands Joris Knetsch to lead APAC charge

MUMBAI: Havas’ AI-fuelled content-at-scale agency Prose on Pixels is ready to switch on the afterburners in Asia Pacific, appointing Joris Knetsch as executive vice-president for the region, effective May 2025.

Based in Singapore, Joris brings over a decade of experience in creative production and digital scaling—including an eight-year stint building Media Monks’ footprint in APAC. His hiring signals a sharp push by Havas to deepen its converged strategy, which unites media, creativity and content under one turbocharged roof.

“With close to a decade of experience in the APAC region, Joris brings invaluable market knowledge and established relationships that will help us accelerate our growth. His deep expertise in technology-driven production makes him the ideal person to lead Prose on Pixels in Asia Pacific,” said Prose on Pixels global CEO Steve Netzley.

The agency—relaunched globally in June 2023—is stitching together Havas’ production capabilities into a single AI-powered powerhouse, already making waves with tech-led hiring and global expansion. Joris will now spearhead the Asian playbook alongside regional leaders including Rowena Bhagchandani, CEO, BLKJ Havas and Pankaj Nayak, CEO, Havas Media Network Singapore.

“Bringing Joris on board helps our business in two ways”, said Havas India group CEO Havas India, south east & north Asia Rana Barua. “First, to officially launch and scale Prose on Pixels in Asia with the right leadership in place. Second, it reinforces our Converged strategy across the region – anchored in media, creative and production – by fostering collaboration and empowering our teams to elevate the value we deliver to our clients.”

“I’m thrilled to be joining Prose on Pixels at such an exciting time,” said Joris Knetsch. “It was immediately clear that the global Prose on Pixels team sees things the same way I do—great content production isn’t just a support act, it’s central to bringing bold creativity and smart media to life in today’s marketing landscape. While many claim to be integrated, with Prose on Pixels launching in Asia, Havas is actually doing it: activating its converged strategy and bringing creative, media, and production together to truly work as one across the region. Asia Pacific is an incredibly dynamic region, and I look forward to helping brands transform how they create and distribute content with speed, efficiency, and impact.”

With its creative-meets-code model, Havas is betting big on Asia—and Joris Knetsch is now in the pilot’s seat.

May 21, 2025
Sujay Ray rises up the ranks at L’Oréal India as CX champ with content crown

MUMBAI: From spritzing Axe campaigns in Manila to stirring up Mauka Mauka magic back home, Sujay Ray’s marketing playbook has always mixed brains, buzz and bold moves. Now, the man with the digital Midas touch has levelled up at L’Oréal India.

After a high-glam 3.5-year stint as chief digital officer for the Professional Products Division (PPD), Sujay has been handpicked to lead consumer experience, content and advocacy across L’Oréal’s multi-division powerhouse under the CDMO team.

In May 2021, when the opportunity first came knocking, Sujay famously joked about being the “devil in beauty land.”

But that devil’s now wearing Prada —and steering everything from D2C & B2B strategies to DDX, CARE and CX. He credits the rise to strong leadership, a rockstar team, and partners who brought the glow-up.

Before the world of shampoos and serums, Sujay was media royalty—scripting iconic digital runs at Star Sports (remember #LePanga?), AB InBev, Airtel and Mindshare. He’s sold sports, beer, bandwidth and even deodorants. And let’s not forget his early innings at ET and TimesJobs.com, where the pixels were as powerful as the prose.

With this new move, Sujay’s mission is simple: craft experiences that don’t just sell beauty, but feel beautiful.

As L’Oréal doubles down on consumer-first innovation, expect Ray’s roadmap to deliver more punch than a Pro-Kabaddi slam. #OnwardsAndUpwards indeed.

May 21, 2025
Continental Coffee brews a summer twist with lemon iced tea debut

MUMBAI: Continental Coffee, best known for its hot brews, is diving headfirst into chilled territory with the launch of Continental This lemon iced tea premix—marking its first consumer-facing foray into tea.

Part of the CCL Products (India) Ltd portfolio, the new iced tea aims to tap into India’s rising thirst for at-home refreshment. While Continental’s tea blends were earlier reserved for institutional buyers under the Continental Chaay banner, this lemony twist is now hitting shelves nationwide in two formats: a 400g pouch and a handy 140g stick pack (10g x 14).

The product will brew its presence across general trade, modern retail and e-commerce players like Big Basket, Blinkit, Swiggy, Zepto and Amazon—serving up café vibes straight from the kitchen counter.

Continental Coffee chief marketing officer Raja Chakraborty said: “Today’s generation is exploring a wide range of beverage options when they step out—seeking variety, refreshment, and new experiences. Naturally, they want to recreate that same excitement and convenience when they’re back home. With our Lemon Iced Tea premix, we’re bringing that out-of-home experience indoors—offering a refreshing, easy-to-make option that’s both familiar and contemporary. Perfect for the Indian summer, this launch reflects our ongoing commitment to meeting evolving consumer needs with locally inspired innovations.”

Head of marketing Preetam Patnaik added: “Today’s generation is exploring a wide range of beverage options when they step out—seeking variety, refreshment, and new experiences. Naturally, they want to recreate that same excitement and convenience when they’re back home. With our Lemon Iced Tea premix, we’re bringing that out-of-home experience indoors—offering a refreshing, easy-to-make option that’s both familiar and contemporary. Perfect for the Indian summer, this launch reflects our ongoing commitment to meeting evolving consumer needs with locally inspired innovations.”

With Indian summers stretching longer and hotter, Continental’s pivot to iced tea could be just the cool-headed move it needs to expand beyond its coffee comfort zone.

May 21, 2025
Maruti Suzuki hits the gas on financing with SMFG India Credit tieup

MUMBAI: Maruti Suzuki India Ltd (MSIL) has inked a new deal that could supercharge its light commercial vehicle sales. The company has signed a memorandum of understanding (MoU) with SMFG India Credit (SMICC) to provide tailored auto retail finance options for buyers of its Super Carry and Eeco Cargo models.

This new alliance is designed to give a leg-up to fleet owners and small businesses by offering flexible, tech-savvy financing solutions. With SMICC’s reach and Maruti’s dealer network firing on all cylinders, customers can now expect an end-to-end credit experience that’s fast, fuss-free and fully digital.

Present at the signing were MSIL senior executive officers for marketing and sales, Partho Banerjee and Nobutaka Suzuki, along with vice-president Vishal Sharma. SMICC was represented by chief operating officer Swaminathan Subramanian, chief business officer Ajay Pareek, and Takamitsu Kajii, head of planning and alignment.

“At Maruti Suzuki, customer delight remains to be our top priority. Our partnership with SMFG India Credit adds to our continuous efforts in aiding customers with easy, flexible, and personalised financing options for Super Carry and Eeco Cargo. The Super Carry has a special place in the hearts of fleet owners and drivers with its exceptional load carrying capacity & power, while the Eeco Cargo’s versatile combination of comfort and utility makes it a preferred choice. By leveraging SMFG India’s robust and wide network, customers can expect seamless, tech-driven, end-to-end financing experiences,” said Partho Banerjee.

Ajay Pareek added, “We are excited to offer top-class credit solutions to Maruti Suzuki customers as one of their retail vehicle financing partners. This collaboration aligns with our aim of becoming the preferred lending partner of choice for millions of Indians. Our tailor-made product offerings extend beyond auto retail financing and we are well poised to empower every Indian to achieve financial freedom, through easy and accessible loans. Keeping this as one of the cornerstones for progress, we are focused on partnering with top OEMs across key sectors. We are thrilled to ink this partnership with Maruti Suzuki and look forward to jointly serving their customers across the country.”

With the commercial vehicle market picking up pace, this move could help Maruti Suzuki stay ahead of the curve and load up on volumes—one financed vehicle at a time.

May 21, 2025
The Sleep Co names Alpesh Jain CTO to power tech dreams

MUMBAI: India’s comfort-tech trailblazer, The Sleep Co, has roped in Alpesh Jain as its new chief technology officer (CTO), as it gears up for its next growth sprint. With over 16 years of experience across ecommerce, automotive, and hospitality tech, Jain is now all set to turbocharge the brand’s digital backbone — and maybe even help the nation sleep smarter.

Jain was previously vice president (VP) of technology at The Good Glamm group, where he scaled platforms, engineered robust systems, and delivered tech that reached millions. Now, he’s trading beauty for bedtime, with a mission to bring seamless, data-led solutions to customers’ fingertips — or rather, mattresses.

“Tech should be invisible — it should just make your life better,” said Jain. “And what better way than helping people sleep better?”

Welcoming him on board, The Sleep Co co-founder Priyanka Salot added: “His vast experience and innovative mindset align perfectly with our mission to redefine comfort through technology. Alpesh will play a key role as we continue to expand our footprint and deepen our connection with consumers.”

The appointment comes at a time when The Sleep Co — known for its patented SmartGrid tech — is widening its footprint across India and beyond.

With smart chairs, mattresses, and now a tech czar at the helm, the brand is on a mission to make every snooze and sit smarter.

May 21, 2025