Category: MAM

Virtusa hands the reins to Nitesh Banga as president & CEO

MUMBAI: Change is in the air at Virtusa Corporation, as the company announces a leadership transition designed to propel it into the future of digital engineering and AI-driven business solutions. Nitesh Banga has been appointed as president & CEO, effective 3 February 2025, succeeding Santosh Thomas, who steps down to explore new opportunities. To ensure a smooth handover, Thomas will remain a strategic advisor during the transition.

Reflecting on his tenure, Thomas expressed pride in Virtusa’s transformation over the past four years. “I am immensely proud of the substantial growth we have accomplished together. It has been exciting to witness firsthand the positive impact on our people, clients, and their customers,” he said. Thomas positioned Virtusa as a global digital leader, spearheading strategic acquisitions, operational excellence, and technology expansion, while achieving record-high client and employee net-promoter scores.

Banga, the new face at Virtusa’s helm, joins from GlobalLogic, where he served as president & CEO. His leadership at GlobalLogic saw transformational growth, including the successful integration of the company with Hitachi. With nearly three decades in the technology services sector, including over 20 years at Infosys, Banga brings a wealth of experience in strategy, business development, service delivery, and mergers & acquisitions.

Banga sees Virtusa uniquely positioned to drive digital and AI-powered transformation for enterprises. “I am deeply honored to step into this role at such a pivotal moment of change in the industry,” he stated. “The future belongs to businesses that hyper-focus on customer needs, leveraging digital and AI technologies with a solid data strategy. Virtusa’s engineering DNA and domain expertise offer the perfect foundation to help brands transform and differentiate their businesses.”

Board of directors chair, Rajeev Mehta extended his appreciation to Thomas for his leadership since joining Virtusa in 2021. “Santosh expanded our global presence, grew our service offerings, and positioned Virtusa as a leader in Digital Engineering and AI. We thank him for his dedication and wish him continued success.” Looking forward, Mehta is confident that Banga’s deep expertise and passion for client success will drive Virtusa’s next wave of innovation. “With an AI-powered world ahead, I look forward to working with Nitesh to optimise our business and deliver transformative results for our clients,” he added.

Virtusa’s leadership transition signals a bold step forward, reinforcing its commitment to technology-led business transformation and AI-driven solutions. With Banga at the helm, the company is ready to tackle the next frontier of digital innovation.

February 6, 2025
Somany Ceramics taps Tamil Nadu’s favourite on-screen duo for latest TVC

MUMBAI : Somany Ceramics has unveiled its latest Tamil TV commercial, starring popular on-screen duo Gomathi Priya and Vetri Vasanth from Siragadikka Aasai. The light-hearted ad blends humour with home transformation, reinforcing the brand’s presence in Tamil Nadu by tapping into local charm and star appeal.

The TVC presents a playful take on home renovation, with Meena (Gomathi Priya) guiding Muthu (Vetri Vasanth) as a ‘divine mentor’ towards a hassle-free, stylish upgrade using Somany’s range of tiles and bathware. The duo explore the coverstone range of tiles and the French collection bathware, showcasing how effortlessly homes can be transformed with Somany’s elegant and durable solutions.

Highlighting the campaign’s significance, Somany Ceramics head of marketing & communications Anshuman Chakravarty said, ‘Tamil Nadu is a key market for us, and we aimed to create a campaign that resonates locally. With our expanding footprint across the state, we are confident this TVC will connect with homeowners seeking stylish, long-lasting, and stress-free solutions.’

Somany’s coverstone range brings the raw elegance of natural stone into modern interiors, while the French collection bathware combines European sophistication with durability, making it ideal for luxury spaces. With a compelling narrative and a beloved lead pair, Somany’s latest TVC is set to captivate audiences across Tamil Nadu.

February 6, 2025
Niine pushes the envelope on sanitary pads, menstrual hygiene in Maha Kumbh Mela

MUMBAI: There was a time when menstruation and religious ceremonies did not go together. When if a woman was having her periods she could not enter a temple. As she was “unclean.” No more. With the wider availability of absorbent napkins and tampons, women need not be consider themselves unclean and could visit the temple even when they are menstruating.

Many contemporary Hindus argue that menstruation is a natural biological process and should not bar women from worship. Some temples, including progressive shrines, have openly welcomed menstruating women to challenge the stigma. This practice, though still followed in many places, is increasingly being questioned as education and awareness about menstrual health grow.

Taking a step further in this direction, Niine Sanitary Pads which has brought menstrual hygiene to the forefront at India’s largest religious gathering, the Maha Kumbh Mela in Prayagraj.

Collaborating with Vatsalya Seva Samiti and local authorities, the brand has distributed thousands of sanitary pads to women attendees, with numbers expected to rise by the event’s conclusion.

This initiative aims to ensure menstruation is not a barrier to participation in the spiritual event. Niine, known for driving conversations on menstrual health through campaigns like ‘Let’s Talk Period,’ has been widely praised for its effort. Videos of volunteers distributing sanitary pads have gone viral on social media, sparking conversations about menstrual awareness and accessibility.

“We believe menstrual hygiene is essential to women’s health and dignity,” said Niine co-founder Gaurav Bathwal. “By being present at the Maha Kumbh Mela, we aim to foster an environment where women feel empowered and supported.”

Niine CEO Ameya Dangi added: “Access to sanitary pads is crucial, especially at large public gatherings. We have always believed in using such platforms to raise awareness about menstrual hygiene.”

The initiative has received overwhelming appreciation from women attendees, many expressing gratitude for the essential support. It is particularly significant for rural and semi-urban communities, where access to sanitary products remains limited.

Far from a simple CSR activity, Niine’s efforts at the Kumbh are being hailed as a movement to normalise menstruation and promote menstrual hygiene. By taking this bold step, the brand continues to demonstrate its commitment to fostering social change and empowering women.

February 6, 2025
Sukesh Singh promoted to managing director at Criteo for southeast Asia

MUMBAI: Sukesh Singh, a seasoned leader with over two decades of experience in business development, sales strategy, and strategic partnerships, has been appointed managing director for southeast Asia at Criteo, a global leader in commerce media and technology. In this role, Singh will spearhead the company’s growth strategy across the region, fostering innovation and strengthening relationships with key partners.

Singh’s promotion follows a successful tenure as director of agency and global brands for the south Asia Pacific region since January 2024, where he played a pivotal role in driving new business and strengthening agency partnerships. Prior to that, he served as head of activation for Criteo in a hybrid capacity, overseeing agency holdco partnerships and key brand collaborations while driving commercial success.

Since joining Criteo in May 2021 as head of large customers for southeast Asia, Singh has demonstrated a strong capability to deliver strategic growth, develop customer-focused solutions, and manage high-performing teams. His efforts have consistently driven value for both clients and the organisation.

Beyond his contributions at Criteo, Singh is actively involved in the professional community as a mentor with the University of Chicago Booth School of Business Alumni Association in Singapore, where he supports undergraduate and graduate business students with a focus on venture building and digital transformation. He is also the founder and principal consultant at Conduit Consulting, which specialises in growth strategies for media and tech startups.

Singh’s professional journey includes leadership roles at top organisations such as Adform, MediaMath, Phunware, and BBC Worldwide. His expertise spans multiple regions, including Australia, India, and Southeast Asia, where he has built and expanded businesses, launched innovative products, and driven profitability for leading media and technology brands.

In addition to his business acumen, Singh is known for his communication and presentation skills, as well as his ability to build strategic alliances and implement impactful sales strategies. His leadership philosophy centres on innovation, collaboration, and fostering a results-oriented culture.

With his vast experience and forward-thinking approach, Singh is expected to play a key role in strengthening Criteo’s position as a leader in commerce media solutions across the dynamic southeast Asian market.

February 6, 2025
JioStar Study reveals live cricket streaming on mobile outperforms other platforms for long-format ads

MUMBAI: Media planners and buyers who are sharpening their teeth before going in for the kill over unsold inventory during the cricket coming up in the next few months, pay attention to this piece of information being put out by JioStar.

A neuroscience-backed study conducted by its team in collaboration with Neurons Inc has revealed that advertising during live cricket streaming on mobile drives superior audience engagement, focus, and brand recall compared to other digital platforms, making it the most effective medium for long-format advertising.

The study evaluated identical advertisements across JioStar’s mobile streaming platform and three other digital platforms, including a user-generated video service, an image-centric social media platform, and a community-driven network. The findings demonstrated striking differences in cognitive and behavioural responses. Ads during live cricket on handheld devices achieved 1.7x higher viewer focus compared to user-generated video platforms, 4.1x higher focus than image-centric platforms, and 7.8x higher than community-focused platforms.

Engagement rates were 2x, 2.7x, and 8x higher compared to user-generated, image-centric, and community-focused platforms, respectively. The platform drove a 2.2x increase in both brand favourability and purchase intent, alongside a 2x rise in daily active users and a 4.5x spike in app downloads.

JioStar head of business, sports revenue, SMB & creator Ishan Chatterjee said: “Cricket is more than a sport in India — it’s an emotion that brings millions together. This study underscores how this passion translates into an immersive advertising environment, providing brands with unparalleled opportunities for compelling storytelling. With upcoming marquee events such as the ICC Men’s Champions Trophy and Tata IPL, advertisers can achieve impactful results.”

Neurons Inc Asia MD Shikher Chaudhary added: “Our research confirms that the dynamic nature of live cricket significantly enhances engagement, setting a new standard for digital advertising. The heightened focus and superior recall during live matches make it an ideal platform for impactful long-format ads.”

With the Tata 2025 set to begin in March, JioStar’s OTT mobile platform offers advertisers access to millions of passionate cricket fans. Beyond Tata IPL, brands can leverage high-profile events, including the India-England series, ICC Men’s Champions Trophy 2025, and Tata Women’s Premier League 2025, to deliver powerful, narrative-driven campaigns that resonate well beyond the final ball.

February 6, 2025
Star power dominates ads: Celebrity endorsements surge in 2024

MUMBAI: Celebrity endorsements remained the lifeblood of India’s advertising world in 2024, proving once again that a star-studded ad is worth its weight in gold. While brands pull every trick in the book to grab eyeballs, Indian cinema icons, cricketing heroes, and TV stars effortlessly steal the show. Because let’s face it—if Shah Rukh Khan tells you to buy a biscuit, you probably will.

The latest TAM AdEx-Rewinding year 2024 for Celebrity Endorsement spills the tea: celebrities shone in 30 per cent of all TV ads, with male film actors leading at 42 per cent. Star power isn’t just a marketing gimmick—it’s the secret sauce to making brands unforgettable. From daredevil action heroes to six-hitting cricketers, these celebs know how to work their magic.

The numbers tell an interesting story. Celebrity-led ad volume grew three per cent in 2024, though overall, the past three years saw some dips—down eight per cent in 2023 and six per cent in 2024 compared to 2022. Yet, brands are still betting big on famous faces.

The IPL season acted as a turbo boost, making April–June the golden quarter for ad volumes. If you watched TV, you likely saw Akshay Kumar’s megawatt grin or Shah Rukh Khan’s signature charm pushing a product your way. Resistance was futile.

What’s hot? Over the 50 per cent of celebrity-endorsed ads that belonged to three dominant sectors:

. Food & Beverages (24 per cent) – Because who can resist a snack endorsed by Indian cinema royalty?

. Personal Care & Hygiene (17 per cent) – Grooming advice from a glamorous star? Say no more.

. Household Products (11 per cent) – Even A-listers appreciate a squeaky-clean home.

Well who ruled the ad space? Some faces were simply everywhere. Akshay Kumar clocked in a mind-blowing 20 hours per day of ad visibility—essentially living in commercial breaks. Meanwhile, M.S. Dhoni played a different kind of innings, endorsing a whopping 52 brands like a true business strategist. And in the product category race, E-commerce Gaming emerged as the big winner, attracting the highest number of celebrity endorsements. Looks like stars aren’t just playing games on screen—they’re cashing in on them, too.

Brands love a power couple, and 2024 was the year they proved their worth. Leading the romance-meets-commerce charge were Akshay Kumar and Twinkle Khanna, holding a 17 per cent share of celebrity couple endorsements. Not far behind were Ranbir Kapoor and Alia Bhatt (14 per cent), followed by the ever-charming Anushka Sharma and Virat Kohli (13 per cent).

Together, these dynamic duos helped drive 50 per cent of all celebrity-led ads, proving that love might be priceless, but in the advertising world, it’s an absolute goldmine. When an Indian cinema star and a cricketing legend sell you something together, how can you possibly say no?

Also, It turns out, men and women have their own advertising niches. Male celebrities dominated Food & Beverage ads (59 per cent), while female stars ruled Personal Care & Hygiene (67 per cent)—because let’s face it, no one wants beard oil tips from Kiara Advani, and Alia Bhatt recommending a spicy chicken burger might feel oddly suspicious.

Meanwhile, the Agriculture, Telecom, and Media sectors remained a male-only club, as if female celebrities don’t know how to answer a phone or grow crops. Maybe it’s time to shake things up and give the audience a little variety. Just imagine Deepika Padukone selling tractor insurance—now that’s a campaign we’d love to see! Just a thought.

Final takeaway? Celebrities still rule! No matter how much the ad world changes, one thing stays constant—celebrities run the show. Whether it’s an Indian cinema megastar, a cricketing legend, or a TV heartthrob, brands will always bank on their charm. Love them or roll your eyes, celebrity ads are here to stay—because let’s be honest, they work.

February 6, 2025
Tonic Worldwide appoints Nishant Gopalia as senior vice president, media & martech

MUMBAI: Tonic Worldwide has announced the appointment of Nishant Gopalia as senior vice-president for media & martech. Gopalia, who brings over 18 years of experience in digital media, marketing, and strategy, joins from Viacom18 Sports, where he served as senior director and lead for digital media.

At Viacom18, Gopalia spearheaded digital strategies for major sports properties, including the Indian Premier League (IPL), FIFA, and the NBA. He was instrumental in driving user acquisition and retention for the company’s digital platform, JioCinema, through performance marketing campaigns, content innovations, and data-driven decision-making.

Prior to Viacom18, Gopalia held leadership roles at Tata Communications, Mindshare India, Performics, Disney Star, Wavemaker, Hungama Digital Services, and Dentsu Webchutney. His expertise spans app marketing, social media management, programmatic advertising, performance marketing, and digital content strategy.

In his new role at Tonic Worldwide, Gopalia will oversee media strategy and marketing technology initiatives, driving innovation and business growth for the agency’s clients. His appointment is expected to bolster Tonic’s capabilities in delivering comprehensive digital solutions.

Said Gopalia : “I look forward to contributing to its vision of delivering impactful and data-driven digital strategies.”

February 6, 2025
Bajaj appoints Tilt Brand Solutions as brand & communications partner

MUMBAI: When a brand built on trust, durability, and innovation decides to level up, it calls for a partner that can match its ambitions. Bajaj has brought Mumbai-based Tilt Brand Solutions on board as its official brand and communications agency on record for its consumer appliances and lighting portfolios. With Bajaj’s ongoing premiumisation journey, this partnership aims to sharpen its positioning under the ethos “Built For Life”.

Bajaj Electricals head of advertising & brand management, Devika Sachdev shared her enthusiasm for the collaboration, “We’re happy to have Tilt Brand Solutions onboard as true partners in this pivotal phase of brand growth. Their passion for the brand and innovative approach will help us craft meaningful solutions and experiences that not only resonate with today’s discerning consumers but also strengthen Bajaj’s position as a modern, premium brand in a dynamic marketplace.”

Tilt Brand Solutions will drive go-to-market strategies, integrated brand communication planning, and positioning initiatives to reinforce Bajaj as a contemporary and aspirational choice in an evolving market.

Tilt Brand Solutions group chief business officer, Hari Krishnan highlighted the agency’s commitment to the brand’s evolution, “We are excited to partner with Bajaj at this pivotal point in the brand’s journey. As an industry leader for long, we are grateful for the trust they’ve placed in us to enable their ongoing transformation and support the expansion and consolidation of their reach across the nation and wider consumer segments. Our partnership will focus on through-the-line brand positioning, communication, and management across touchpoints.”

With Tilt Brand Solutions at the helm of Bajaj’s brand strategy, the future looks bright—and built to last.

February 6, 2025
Uno Minda accelerates growth with Rs 254.37 crore uptick in PAT

MUMBAI: Uno Minda, a manufacturer of automotive solutions and systems for OEMs has revved up its financial performance, posting impressive numbers in Q3 FY25 while laying the groundwork for aggressive expansion. The company reported consolidated revenue from operations of Rs 4,183.99 crore for the quarter ending 31 December 2024, reflecting a significant year-on-year (Y/Y) growth from Rs 3,522.91 crore in the same quarter last year.

Profit after tax (PAT) surged to Rs 254.37 crore, marking a strong increase from Rs 205.11 crore in Q3 FY24. The company’s operating profit before tax stood at Rs 300.99 crore, showcasing its continued financial strength. Earnings per share (EPS) also saw an uptick, rising to Rs 4.05 from Rs3.38 Y/Y.

Profit after tax (PAT) surged to Rs 254.37 crore from Rs 205.11 crore Y/Y, while earnings per share (EPS) increased to Rs 4.05 from Rs 3.38 in the previous year. The company also declared an interim dividend of Rs 0.75 per share. Gross margin and operating profit experienced a robust boost, driven by rising demand in the automotive sector.

The Board approved an in-principle issuance of Non-Convertible Debentures (NCDs) up to Rs 500 crore to support its capital expenditure plans, investments in subsidiaries, joint ventures, and associate companies. This move signals the company’s commitment to sustained growth and market leadership.

Additionally, Uno Minda is expanding its Hosur Plant in Tamil Nadu, increasing its overall production capacity from 11,000 tonnes to 15,000 tonnes per annum. The Rs 65.59 crore investment, including a new paint shop facility, underscores the company’s focus on scaling up production to meet growing market demand.

Uno Minda has been actively strengthening its portfolio with acquisitions. In 2024, it acquired a 26 per cent stake in Minda Westport Technologies ltd, a 49 per cent stake in Minda Nabtesco Automotive pvt ltd, and completed the first phase of acquiring Minda Onkyo India pvt ltd, further solidifying its market presence.

With record-high revenue, strong profitability, and strategic investments, Uno Minda is steering toward a high-growth trajectory. The company is focused on enhancing operational efficiencies, expanding market reach, and leveraging its strong balance sheet to drive innovation in the auto components sector.

The road ahead looks promising as Uno Minda gears up for sustained profitability, further acquisitions, and aggressive capacity expansions. Investors and stakeholders can expect continued momentum as the company strengthens its position in the evolving automotive landscape.

February 6, 2025
SRK and Aryan Khan make us laugh in promo for The Ba***ds of Bollywood

MUMBAI: For some it might be cheesy. But for us at indiantelevision.com, it is the most bad ass promo we have seen in recent times. It stars, ,who else but the Badshah of ~~Bollywood~~ (yes, we hate usage of that word Bollywood) Shah Rukh Khan and the one man who can get away with blue murder with him – his son Aryan Khan. We have all heard that Shah Rukh and his son are coming on OTT (read: Netflix) with the latter’s directorial debut with the The Baa**ds of ~~Bollywood.~~

And the promo teases us and wants us, forces to want to watch it when it debuts by not disclosing what it’s about, thanks to its creative.

It begins with SRK in front of a filming unit and facing the camera and like the LA-based real estate broker commercial makes a pitch for the show only to be told by the man behind the camera to give another take. Take after take SRK’s histrionics are rejected. Even his most famous arms-stretched pose is given a thumbs down.

Until SRK gets fed up and threatens the director telling him is this his father’s reign or kingdom and he pops up from behind the camera saying yes, revealing himself to be Aryan Khan.

SRK now decides to not listen to his son and gives what appears to be a perfect scene and dialogue delivery. Gets a whole lot of applause from the unit. Only to be told by Aryan if Papa would give another take as he had forgotten to switch on the recording button. Wow! That enrages his father no end. The promo ends with Aryan saying: “Papa before you lift your hand on your son, please wait.”

Clearly, it was very funny and punny and hilarious and had us rolling over in splits. Guess, we are SRK fans. Hence, we had to document it, in case someone has not seen it and we forget it in future.

A memorable promo if there ever was any!

February 6, 2025