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Category: MAM

  • Mutual funds and asset allocation: Finding the perfect balance for maximum returns

    Mutual funds and asset allocation: Finding the perfect balance for maximum returns

    When investing, finding the perfect balance between risk and reward is important for long-term wealth creation. Mutual funds are a powerful financial product for investors seeking to optimise their portfolios through strategic asset allocation.

    To optimise investments, you need to learn how mutual fund asset allocation works and position yourself to achieve maximum returns while mitigating risk effectively.

    Mutual funds and asset allocation 
    Mutual funds and asset allocation share a symbiotic relationship, as mutual funds provide an easy way to implement an asset allocation strategy by diversifying investments across various asset classes. This makes them valuable if you do not have the expertise, time, or resources to build and manage a diversified portfolio.

    Advantages of mutual funds for asset allocation 
    To attain balance and maximise returns through asset allocation, you need to understand the benefits of mutual funds for asset allocation.

    •    Diversification 
    Mutual funds have the advantage of built-in diversification. A mutual fund contains multiple individual securities, providing inherent diversification. For instance, an equity mutual fund can help diversify across different industries, sectors, and capitalisations. This diversification reduces the effect of a poor-performing investment within the fund.

    •    Professional management 
    Mutual funds are handled by experienced professionals who make choices regarding the purchase, retention, and selling of securities. These managers possess deep knowledge of market analysis, economic projections, and mitigating risks, enabling you to reap the benefits from their expertise without requiring these abilities.

    •    Accessibility and affordability 
    Mutual funds have minimum investment requirements, making them available to a wide variety of investors. The affordability makes it possible for you to create a diversified portfolio even with small amounts of capital.

    •    Flexibility 
    Mutual funds offer investment options across different categories, such as equity funds, debt funds, balanced funds, and index funds, each with a distinct risk-return profile. They allow you to customise asset allocation according to your financial goals and risk tolerance.

    How to choose the perfect mutual funds for an asset allocation plan? 
    Finding the ideal mutual funds is key to the success of your asset allocation plan. The best mutual funds for your portfolio depend on many factors. A few include:

    •    Investment objectives: Align funds with your investment goals, such as growth, income, or preservation of capital.

    •    Risk tolerance: Select funds whose risk profiles match your tolerance for market volatility.

    •    Time horizon: Consider your investment horizon, as time tends to influence the correct asset mix.

    •    Expense ratios: Lower costs can have a significant impact on your net returns over time.

    •    Historical performance: Though past performance does not assure future outcomes, it provides insight into a fund’s consistency and management skills.

    Asset allocation calculator 
    An asset allocation calculator could help you determine the ideal combination of assets for your investment portfolio. The calculators consider your age, risk tolerance, and time horizon before suggesting an appropriate mix across different asset classes. It provides recommendations while  
    helping you balance risks and returns.

    Conclusion 
    Asset allocation in mutual funds allows you to take advantage of diversification, management, liquidity, and flexibility. After selecting funds that match your investment goals and utilising tools like asset allocation calculators, you can build a balanced portfolio that maximises rewards while minimising risks.

    Mutual funds provide you with the structure and discipline needed to navigate market volatility and achieve long-term success, making them an ideal choice for every type of investor. 
     

  • Nitin Bhatnagar rises to VP – programmatic ad ops at Sony Pictures Networks

    Nitin Bhatnagar rises to VP – programmatic ad ops at Sony Pictures Networks

    MUMBAI: Sony Pictures Networks India (SPNI) has dialled up its programmatic firepower with the elevation of Nitin Bhatnagar as vice president – programmatic advertising & digital advertising operations. The move solidifies SPNI’s commitment to sharpening its data-driven advertising game across OTT and digital platforms.

    With over 15 years under his belt, Bhatnagar is no stranger to the fast-changing digital ad terrain. Having joined Sony in 2021, he steadily climbed the ranks—from handling programmatic ops to now helming the entire digital ad stack, including video, analytics, and monetisation models.

    Prior to Sony, he spent six action-packed years at NDTV Digital, managing ad ops and client servicing. His resume reads like a guided tour through India’s digital media evolution—with stints at BBC Worldwide, Sizmek, Starcom, and Aidem Ventures for Microsoft Online Advertising.

    From launching BBC campaigns across APAC to running MSN’s trafficking team pan-India, Bhatnagar’s worked across everything from banner ads to BTL activations, Wap to programmatic pipes, with a sharp eye for optimisation and delivery.

    His style? Quietly methodical. His rep? A fixer who knows his SSPs from his DMPs and can troubleshoot like a pro.

  • John Thangaraj joins Dentsu India as CSO for creative and media

    John Thangaraj joins Dentsu India as CSO for creative and media

    MUMBAI: Dentsu India has snapped up one of the industry’s sharpest minds. John Thangaraj, the veteran planner and brand whisperer, has been appointed as chief strategy officer – creative & media, marking a bold move in the agency’s push for tighter integration across its verticals.

    The appointment, effective May 2025, sees Thangaraj bring two decades of battle-tested experience across advertising, media, consumer research and brand building to the Japanese holding group’s India operations. He moves from Havas India, where he served as CSO for a year.

    Dentsu’s gain is no small scalp. Prior to Havas, Thangaraj was the group CSO at FCB group India, steering strategy across multiple marquee clients, and also held senior roles at Mindshare, MullenLowe Lintas group, Rediffusion Y&R and adidas.

    Known for mixing consumer insight with street-smart cultural acumen, Thangaraj has worked on everything from fizzy drinks (Pepsi) to luxe kicks (adidas originals), search portals (Shine.com) to search-for-meaning campaigns (HT’s “It Is Time”). His career boasts a few Bronze Effies, a cult GSK ‘Innovation Lab,’ and even a side hustle decoding the super affluent Indian for LG.

    Now based in Gurugram, the strategy maven is expected to turbocharge Dentsu’s “one brand” promise with unified thinking that aligns creative sparks with media muscle.

    For an industry constantly torn between the mad men and the math men, Thangaraj’s appointment might just be the best of both worlds.

  • Skin deep secrets reveal India needs more than foreign fixes

    Skin deep secrets reveal India needs more than foreign fixes

    MUMBAI: Turns out, Indian skin isn’t just a vibe, it’s a science. And no, that imported miracle cream may not know what it’s dealing with. In a fresh move that puts the focus (and the microscope) on local skin needs, ITC Dermafique has launched the Dermafique Indian Skin Knowledge Centre (DISKC), a first-of-its-kind initiative to decode the DNA of desi skin. And it’s not just skin-deep. Backed by the Dermafique Indian Skin Health Report, created with Kantar and top dermatologists, the campaign spills the serum on what truly sets Indian skin apart and why your skincare routine might need a rethink.

    Among the glow-getting revelations? Indian skin has more melanin, larger pores, stronger collagen, and a weaker moisture barrier making it a unique cocktail that doesn’t quite play well with one-size-fits-all solutions from abroad. For instance, pigmentation not wrinkles is our early sign of ageing. And while sunburns are rare, 81 per cent of Indian women battle tanning far more frequently.

    One insight that’s pore-raising? Indian skin reportedly has four times larger pore size and five times the pore density of Chinese skin. Yet only 7 per cent of respondents saw it as a concern meaning there’s a serious knowledge gap between what’s visible and what’s understood.

    The report also sheds light on common concerns like dryness, under-eye flakiness, and acne. A staggering 94 per cent of women aged 20–25 are still battling breakouts, proving acne isn’t just a teenage trauma. And despite diligent moisturising, 87 per cent report under-eye dryness, likely due to a weaker skin barrier and low natural moisturising factors.

    ITC Limited divisional chief executive personal care products business Sameer Satpathy states, “Indian skin is unique and requires customized solutions. With the launch of the Dermafique Indian Skin Knowledge Centre, we are committed to fostering awareness and education on the distinct characteristics of Indian skin. Building on this initiative, the ITC Dermafique Indian Skin Health Report offers insights from Indian consumers, that highlight the need for skincare solutions specifically designed for Indian skin. Our new digital infomercials help consumers to understand the uniqueness of Indian Skin, and highlight Dermafique’s expertise in providing solutions that are designed for and dermatologist tested on Indian skin.”

    Internationally celebrated cosmetic dermatologist Jaishree Sharad adds, “The Indian consumer is not only more informed today but also deeply invested in understanding the unique needs of their skin. It is vital to recognize the distinct nature of Indian skin, as it presents specific challenges and requirements that are often overlooked in global skincare narratives. The Dermafique Indian Skin Health Report is a great step to bring to light these crucial insights, offering a science-backed perspective on the unique characteristics of Indian skin. Raising awareness about these differences is not just important, it is essential. The Institute marks a significant step towards better understanding the diverse skincare needs of Indian consumers and offers solutions to address the specific challenges they face, empowering them to make more informed, effective choices in their skincare routines.”

    To make the science sing, Dermafique has launched a series of digital infomercials demystifying key concerns from pigmentation and tanning to pore care and hydration paired with targeted products designed for Indian skin. There’s even an AI-powered Smart Skin Advisor to help decode your own dermis in a few clicks.

    With over 800 women surveyed across four metro cities, the Dermafique report doesn’t just scratch the surface. It reveals that Indian skin needs and deserves skincare that’s rooted in local insight, not just global trends.

    And if the Skindian Dot (yes, that’s a thing) is anything to go by, the future of Indian skincare is looking smooth, bright, and gloriously homegrown.

  • Bumrah’s got baggage as uppercase investment takes off

    Bumrah’s got baggage as uppercase investment takes off

    MUMBAI: Turns out Jasprit Bumrah isn’t just bowling over batsmen, he’s now bagging business deals too. The ace pacer has stashed more than travel gear in his suitcase this season, revealing his investor role in sustainable luggage brand Uppercase but not before forgetting (almost) to tell his wife, Sanjana.

    In a cheeky break from boardroom-style announcements, the brand unzipped the news with a five-part digital campaign titled Batana Bhool Gaya (roughly, “Oops, I forgot to mention”), where Bumrah’s forgetfulness sparks a series of comically awkward exchanges at home. The punchline? Sanjana knew all along and in true plot-twist fashion, was the one who nudged him towards investing in the brand in the first place.

    The series cleverly balances playful domestic banter with uppercase’s core pillars durability, sustainability, thoughtful design, and its Made in India ethos while letting fans in on the real chemistry between cricket’s golden couple. Bumrah, exclusively repped by Rise Worldwide, shifts from ambassador to stakeholder in what might be the most charming investor reveal to date.

    Talking about the new partnership, Uppercase MD & founder Sudip Ghose said, “While Jasprit has been a valued part of our journey so far, I’m equally delighted to welcome Sanjana to the uppercase family. With luggage being such a personal and family-driven category, having both of them onboard brings a unique and balanced perspective. Their combined inputs will be instrumental in shaping the next chapter of uppercase.”

    Uppercase head of marketing Ramya Ramachandran shared her thoughts on the key aspects of the campaign, “With this campaign, we wanted to go beyond a standard investor announcement. When someone like Jasprit transitions from brand ambassador to investor, it’s not just a business decision it’s a powerful statement of trust, belief, and long-term commitment. Rather than make a transactional announcement, we chose to tell a story one that’s engaging, relatable, and rooted in authenticity.”

    She further added, “That’s how ‘Batana Bhool Gaya’ was born. The five-part digital series brings out the playful chemistry between Jasprit and Sanjana, which their fans love, while also giving viewers an inside look into what makes uppercase unique, which is our focus on sustainability, thoughtful design, and functionality. We believe stories like these leave a more lasting impression than any announcement ever could.”.

    “I’ve always believed in making intentional choices whether in cricket or life. uppercase stood out to me not just for their products, but as a brand with a purpose. Both Sanjana & I are proud to champion this Made-In-India brand,” said Jasprit Bumrah, who is now both investor and brand ambassador for Uppercase.

    On this new partnership with Uppercase, Sanjana Ganesan said, “I am really happy to be a part of the uppercase family. It’s a brand that stands for its focus on sustainability,  clever design, and proudly Made in India roots. I’m looking forward to shaping ideas that make travel smarter, easier, and more relevant for today’s generation of travellers.”

    As the campaign rolls out across platforms and retail touchpoints, this isn’t just another cricketer-backed brand deal. It’s a refreshing love letter to sustainability, storytelling, and the occasional selective memory proof that sometimes, forgetting to share good news can lead to even better stories.

  • Driving Ad-Vantage, Adcounty and Auto Group shift gears in Asia

    Driving Ad-Vantage, Adcounty and Auto Group shift gears in Asia

    MUMBAI: It’s not every day that adtech and the auto world go full throttle together but this partnership is clearly built for speed. Adcounty Media has teamed up with The Automobile Group in a high-octane alliance aimed at turbocharging automotive advertising across Southeast Asia and the Middle East.

    Targeting high-growth markets like Indonesia, the Philippines, and the UAE, the duo is set to bring a digital pitstop to brands chasing performance-first strategies. Armed with AI-assisted precision and a keen understanding of local market dynamics, they’re not just selling ads they’re rewriting the playbook for how car brands reach revved-up digital consumers.

    “This partnership underscores our commitment to delivering hyper-targeted, brand-safe, and performance-driven solutions specifically designed for the modern automotive consumer,” said Adcounty Media co-founder & chief revenue officer Delphin Varghese.

    The Automobile Group co-founder Yash Vardhan added, “Our vision with The Automobile Group is to build Asia’s most powerful auto-centric performance network. The partnership with AdCounty is a strategic step toward expanding our footprint in Southeast Asia, especially in Indonesia and the Philippines markets with immense potential.”

    “We’re thrilled to collaborate with Adcounty, whose expertise and reach will be instrumental in scaling our delivery capabilities in new markets. Together, we aim to redefine how automotive brands connect with their audiences in this region,” said The Automobile Group co-founder, Shwetank Pandit.

    The blueprint? A blend of AdCounty’s programmatic prowess DSPs, contextual targeting, and real-time optimisation with The Automobile Group’s deep-rooted auto domain know-how. Together, they plan to dominate dashboards in high-intent markets where digital media spend is shifting into the fast lane.

    From luxury-obsessed Gulf buyers to EV-curious Southeast Asians, the collaboration promises campaigns that speak the local lingo, respect brand safety lanes, and keep performance metrics in pole position. And as more brands drift toward platforms like Meta, Tiktok and CTV to fuel test drives and showroom visits, this partnership might just be the engine that powers the next era of automotive marketing.

    If digital disruption had a fast car, this duo would be behind the wheel.

  • Cone of gratitude as Dairy Day delivers a May Day scoop of kindness

    Cone of gratitude as Dairy Day delivers a May Day scoop of kindness

    MUMBAI: Forget flowers or fancy speeches, this May Day, gratitude came wrapped in a waffle cone. Dairy Day, the South and West India ice cream favourite, dished out scoops of sweetness with a side of sentiment in a campaign that melted hearts across Bengaluru.

    As workers were celebrated nationwide on 1st May, Dairy Day decided to spotlight the everyday heroes of modern urban life delivery partners. With every Blinkit order in Bengaluru that day, customers received a surprise free ice cream… but with a twist. The idea wasn’t just to indulge yourself, but to pass the cone and the kindness on to the person at your doorstep.

    In short: “Here’s a little joy. Why not share it with the one who brought it to you?”

    The move struck a delicious chord. Thousands of Bengaluru residents were nudged to pause their day, thank their delivery partner, and quite literally hand over a cool token of appreciation. It was a sweet reminder that behind every 10-minute delivery is someone racing through traffic, braving heat or rain, to make our lives that bit easier.

    For Dairy Day, this wasn’t a one-off sugar rush. The brand has been building its identity around the idea of “Goodness” for over two decades believing in small, everyday moments of care that make life better. And this latest activation hit that note perfectly: thoughtful, tangible, and effortlessly shareable.

    “At Dairy Day, Goodness is a way of life that is deeply embedded in everything that we do, every single day. As a brand that believes in creating everyday moments of joy, we see this campaign as not just being about ice cream, but about spreading some goodness around us. A simple thank you, delivered in the form of a sweet treat- that’s the kind of world we want to help build.” said Dairy Day Ice Creams vice president for Marketing Arvind Ramachandran.

    In a city that rarely slows down, Dairy Day’s May Day moment was a scoop of calm in the chaos proof that sometimes, the simplest gestures (and the sweetest) leave the most lasting impressions.

  • Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt

    Fix it like Pushpa as Dr. Fixit breaks through with a screen seepage stunt

    MUMBAI: Just when you thought the drama in Pushpa 2 couldn’t get any more intense, a mysterious damp patch crept across the screen and no, it wasn’t part of the plot. It was Dr. Fixit, Pidilite’s waterproofing ace, gatecrashing the action with a bold ‘Pause & Play’ move that had viewers doing a double take.

    During the World TV Premiere of Pushpa 2 on JioStar’s South network channels including Star Maa, Star Vijay, Colors Kannada and Asianet audiences were momentarily “interrupted” by an on-screen seepage effect. Right as viewers braced for a twist in the film, the screen bled dampness… only to seamlessly transition into a Dr. Fixit ad reminding us all that when seepage strikes, only one fixer gets the job done.

    The creative disruption wasn’t just a gimmick, it was a scene-stealing stunt timed to perfection. The idea: hijack the height of audience attention and turn a blink-and-you’ll-miss-it moment into a brand memory that sticks. And let’s be honest nothing says “waterproofing” like messing with your beloved Pushpa mid-punch.

    Speaking about the campaign, Pidilite Industries chief marketing officer Sandeep Tanwani said, “The Pause & Play integration during the World TV Premiere of Pushpa 2 on JioStarnetwork is a bold step in contextual storytelling. By simulating seepage on screen before transitioning to our Dr. Fixit advertisement, we delivered our brand messaging with high impact, at a time when viewer engagement was at its peak.”

    JioStar head of revenue for entertainment & international Ajit Varghese said, “Pushpa 2’s premiere presented a unique cultural flashpoint—and with it, a chance to reframe the rules of brand storytelling on linear TV. The ‘Pause & Play’ innovation wasn’t just a creative breakthrough; it was a strategic intervention designed to convert passive viewership into active brand engagement. At JioStar, our focus is on building media moments that deliver outsized impact for brands by integrating them meaningfully into high-attention cultural events. This campaign with Dr. Fixit is a blueprint for how entertainment and advertising can converge to drive recall, relevance, and results at scale.”

    In a world where linear TV is often dismissed as static, this activation proved otherwise. It reimagined the medium as a reactive, real-time storytelling canvas and proved that even an old-school screen can deliver next-gen engagement.

    With Pushpa already being a cultural juggernaut, Dr. Fixit cleverly hitched a ride and made its mark without needing to shout. Who knew waterproofing could steal the spotlight during one of India’s most anticipated premieres?

  • Plant one on mum as Ugaoo digs into Mother’s Day with a twist

    Plant one on mum as Ugaoo digs into Mother’s Day with a twist

    MUMBAI: Forget flowers and chocolates this Mother’s Day, Ugaoo is going off the beaten path and straight into your living room with leafy love and a lot of laughs. The brand’s new campaign, Moms In All Forms, is a charming shout-out to the many flavours of modern motherhood equal parts heartfelt and hilariously on point.

    With a brand film that opens with the cheeky question, “What even is a mom today?”, Ugaoo flips the script on tired tropes. The answer? She could be anyone your therapist-friend, your elder sister, your chaos-managing auntie, or your boss-turned-mentor who always brings tissues to meetings. And what do all these mum energies deserve? A thriving plant, of course just like they help you thrive.

    The campaign features a delightful bouquet of characters, from Jia the Zen plant mom to Ishi the emergency-contact bestie, and Sheela, the OG no-nonsense mum who swears by neem oil. Each one is paired with a perfectly symbolic plant pod, now available for lightning-fast 10-minute delivery via Blinkit, Zepto and Instamart. Quick commerce just got a dose of green goodness and emotional intelligence.

    “Motherhood today is layered, dynamic and beyond biology,” says Ugaoo founder Siddhant Bhalinge. “With Moms In All Forms, we wanted to move past traditional, emotional tropes and spotlight the many ways women nurture, guide, and uplift us. Our partnership with quick commerce platforms makes this appreciation instant and impactful.”

    This isn’t just a gifting gimmick, it’s Ugaoo positioning itself as more than just a plant company. With Moms In All Forms, it plants its flag in the fertile space where culture, content, and commerce intersect. A lush little tribute to the mums (and mum-types) who make life bloom.

    Would you like a short caption version of this for social media?

  • Seoul searching as FOY brings Korea’s cult skincare straight to India

    Seoul searching as FOY brings Korea’s cult skincare straight to India

    MUMBAI: If your skincare shelf feels more like a graveyard of half-used promises, FOY might just be your skin’s soulmate. The experiential K-beauty discovery platform has kicked off its Korea campaign with a bang and a serum or two bringing India a curated treasure trove of Korean skincare that’s less about hype and more about what works. Think ingredient-led products handpicked for Indian skin, from humid-heat hydration heroes to barrier-boosting repair serums.

    While K-beauty has been reshaping global beauty standards with snail mucin, glass skin goals, and 10-step rituals, FOY (short for For Your Skin) cuts through the confusion with clever curation and smart tech. From AI-powered skin quizzes to an ever-evolving Global Store, FOY is on a mission to make skincare feel less like science class and more like self-care.

    The Korea curation features premium cleansers, toners, serums, and sunscreens from breakthrough brands like Haruharu Wonder, Mary & May, Wha’Yunsul, Revcall, One Thing, Cosrx, Tfit, Hyaah, Nine Less, Hince and more delivered to Indian doorsteps before they become the next viral obsession.

    “K-beauty is setting the pace for global beauty innovation, and Indian consumers are seeking more than just trends they’re demanding the best,” said FOY founder Bhavika Kothari. “At FOY, we’ve carved a niche by bringing the finest, most effective Korean skincare directly to India, curated with an understanding of Indian skin needs. Our Korea Campaign marks just the beginning FOY is set to become the ultimate destination for all things K-beauty, where global innovation meets personalized beauty.”

    Whether you’re a dew-drop devotee or a toner sceptic, FOY’s Korea campaign reimagines the beauty browsing experience: no fluff, no fads, just a glow-up that gets you.