ITV

Category: MAM

  • Uber flips the script with Gambhir and Ashwin in playful new campaign

    Uber flips the script with Gambhir and Ashwin in playful new campaign

    MUMBAI: When Gautam Gambhir smiles in an ad, you know the commute must be smooth. Uber India has rolled out a fresh campaign featuring cricket stalwarts Gautam Gambhir and Ravichandran Ashwin, casting them not in their usual serious avatars but in refreshingly playful moods as they zip around in Uber rides.

    The series of films, peppered with social-first content, shows how Uber Auto, Bike and Car rides can turn India’s daily grind of traffic snarls, heat and hassle into journeys that are reliable, affordable and surprisingly uplifting.

    “We wanted to bring a fresh, fun lens to Uber’s role in removing everyday travel struggles. With the unexpected duo of Gambhir and Ashwin, we’ve created a light-hearted take on how Uber makes rides not just reliable and affordable, but also mood uplifting. Our aim is to be the go-to brand for young Indian aspirers, one that connects function with feeling and nudges even non-users to try Uber for the first time,” said Uber head of marketing for India and South Asia Ameya Velankar.

    The campaign takes a culture-first approach, rolling out in multiple regional languages and markets, tapping into local humour, pop culture cues and everyday commuting insights. The wide rollout spans TV, digital, social platforms, and outdoor, ensuring Uber’s message is seen and felt across urban India.

    Uber today operates across two-, three- and four-wheelers, along with buses and mass transit options, giving millions of Indians flexibility to pick rides that suit their budget, need and time. From the quick bike dash to beat gridlock, to a trusty auto or a comfortable car trip, Uber has woven itself into India’s urban fabric.

    With creative duties handled by FCB India and media by Essence Mediacomm, the campaign underscores Uber’s positioning as more than just a ride, it’s a mood-changer. By making cricket’s most no-nonsense players break into grins, Uber hopes to convince even the most commute-weary Indian that travel can be a happy ride after all.

  • Brands take centre stage at Mipcom Cannes 2025

    Brands take centre stage at Mipcom Cannes 2025

    PARIS: Brand money is flooding into television. At Mipcom Cannes  this month, the world’s largest TV market is rolling out the red carpet for corporate storytellers with the first international edition of BrandStorytelling, a summit that has spent a decade building its reputation at Sundance.

    The two half-day event on 13 and 14 October brings together an unlikely crowd: global brands like Ancestry and Indeed, creative agencies including Dentsu and McCann, and heavyweight studios such as Banijay, Fremantle and BBC StoryWorks. Their mission is to turn corporate cash into compelling content—and to do deals that make it happen.

    Rick Parkhill, the producer and media entrepreneur who founded BrandStorytelling, reckons the sector has come of age. “Brands are increasingly behind some of the biggest stories on our screens globally,” he says. The event’s expansion from Park City to the French Riviera suggests he’s onto something.

    Among the speakers are Doug Scott, founder of Unxnown and an alumnus of Endeavour and Ogilvy, and Kim Miller Olko, global chief marketing officer at Toys”R”Us and president of its in-house studio. Representatives from over 20 organisations will take the stage, from the Branded Content Marketing Association to entertainment giants like UTA.

    Mipcom Cannes director Lucy Smith says the “overwhelming response” from the industry confirmed the appetite for a dedicated brand-content forum. The summit promises to unlock new funding streams and co-production opportunities at a time when traditional television budgets are under pressure and brands are hunting for more sophisticated ways to reach audiences.

    The event, sponsored by Fell + Co., Storybones Media and IPG Mediabrands Entertainment is part of Mipcom’s broader embrace of the creator economy. Last year’s market drew over 10,500 delegates from more than 100 countries—a captive audience for anyone peddling the promise of brand-funded programming.

  • Usain Bolt trades track for turf in Puma-backed Mumbai football spectacular

    Usain Bolt trades track for turf in Puma-backed Mumbai football spectacular

    MUMBAI: Usain Bolt swapped his sprinting spikes for football boots last night, tearing across a floodlit pitch at Mukesh Mills in a raucous 5v5 exhibition match that fused Indian football with  glamour. The world’s fastest man, whose passion for the beautiful game rivals his decorated athletics career, brought his trademark swagger to Mumbai in an event curated by Puma India to celebrate the country’s footballing culture.

    The Jamaican legend took turns playing for both sides, thrilling fans with bursts of pace that proved his love for football extends far beyond trackside banter. Players from Mumbai City FC and Bengaluru FC joined celebrities in an evening that blurred the lines between sport and spectacle.

    Kareena Kapoor Khan, Puma brand ambassador, conducted the toss—won by Bengaluru FC—before remaining pitch-side to cheer both teams through the match.

    “Football has been one of my first loves after track and field, and playing in Mumbai alongside athletes, celebrities and fans was electric,” said Bolt, a Puma brand ambassador. “The passion, the noise, the atmosphere—this is the kind of high that stays with you long after the final whistle.”

    The match showcased some of India’s finest footballing talent. Sunil Chhetri delivered sharp passes whilst Gurpreet Singh Sandhu produced heroic saves. Mumbai City FC stars and Puma ambassadors Suresh Wangjam, Akash Mishra and Phurba Lachenpa displayed their skill alongside celebrity  names including Dino Morea and Aparshakti Khurana, who brought star power to the pitch.

    “Usain Bolt’s visit to India is about celebrating the joy of sport and creating experiences that fans will remember forever,” said Puma India managing director Karthik Balagopalan,. “With this unique football match, Puma brought together icons from sport and entertainment on one stage, with our partner clubs Mumbai City FC and Bengaluru FC making it even more special. As a sports-first brand, Puma India has always pushed boundaries to create unforgettable moments for fans, and this match was our way of celebrating football fandom in the country.”

    The event underscored Puma India’s strategy of blending athletic performance with popular culture, creating memories as fast and unforgettable as the legend who headlined them.

  • From chocolates to toothpaste: Wavemaker’s Chintan Thakker switches lanes

    From chocolates to toothpaste: Wavemaker’s Chintan Thakker switches lanes

    MUMBAI: Chintan Thakker has traded sweet treats for dental care. The senior business director at Wavemaker India, who spent the past four years crafting campaigns for Mondelez’s snacking empire, is now leading the agency’s integrated marketing communications for Colgate.

    The move caps a 14-year career that began in social media analysis and meandered through entrepreneurship before landing Thakker in his current role. His time with Mondelez proved particularly fruitful: the campaigns he orchestrated earned India its first Cannes Titanium Lion and racked up over 300 national and international awards in just two and a half years.

    Thakker joined Wavemaker in May 2021 as director of innovation and integrated marketing communications, building a seven-person team and driving technology and content partnerships for Mondelez India. He was promoted to senior business director this month./

    His earlier ventures were less gilded. In 2015, Thakker co-founded twentythree, a boutique digital agency that worked with Discovery Channel, Animal Planet and TLC. He also launched Odd Giraffe Lifestyle, a women’s brand that folded after seven months in 2017—a failure he credits with sharpening his strategic instincts.

    Before striking out on his own, Thakker climbed the ranks at digital agencies Gozoop and EveryMedia Tech, managing social media for brands including Hyundai, PepsiCo and Bollywood studios. He started his career in 2011 as a video editor and reporter at Fuzion Productions.

    The Colgate account marks fresh territory for Thakker, who has spent recent years immersed in the language of indulgence. Now he must master the vocabulary of oral hygiene.

  • Oberoi Realty recruits mall turnaround specialist from Nexus

    Oberoi Realty recruits mall turnaround specialist from Nexus

    MUMBAI: Tanu Prasad is returning to Oberoi Realty as chief executive officer for malls, nearly seven years after she left to join rival Nexus Select Trust. The appointment reunites Prasad with Oberoi Mall, the Mumbai shopping centre she is credited with turning around during her first stint at the developer.

    “Oberoi Mall and Sky City Mall are synonymous with unmatched lifestyle experiences in Mumbai,” says Prasad. “I am excited about this new chapter as we elevate the offerings, strengthen our relationships with retailers and curate exciting customer experiences.”

    The move is a win-win for Oberoi Realty. Prasad has earned a reputation as the industry’s “turnaround specialist” after rescuing struggling shopping centres across India. At Nexus, where she spent seven years rising to senior vice-president and head of leasing, she transformed a portfolio of seven Prestige malls in south India that were rebranded under the Nexus umbrella. She also oversaw Nexus Ahmedabad One.

    Her nearly two decades in retail leasing have made her a specialist in brand mix strategy, market research, lease negotiation and real estate transactions. She holds a Level 2 certification in marketing and leasing from the International Council of Shopping Centres.

    Prasad originally joined Oberoi Realty in November 2007 as deputy general manager for retail leasing, a role she held for more than a decade. She was promoted to general manager in April 2018 before departing for Nexus in August 2019. During her tenure, she was instrumental in zoning Oberoi Mall and upgrading the asset whilst balancing profitability for stakeholders and viability for tenants.

    Before entering property, Prasad spent nearly two years at Craftsbridge India, where she managed corporate sales of products blending utility needs with Indian handicrafts for clients including Jet Airways and ICICI Lombard.

  • Ogilvy’s influence chief calls time after 12 years

    Ogilvy’s influence chief calls time after 12 years

    LONDON: Rahul Titus is leaving WPP after a dozen years, during which he transformed Ogilvy into the world’s largest and most awarded influencer marketing operation. The global head of influence, who also leads influencer strategy for WPP Open X, announced his departure with plans for a trek to Everest Base Camp and some cycling holidays.

    Under Titus’s watch, Ogilvy has grown to employ more than 650 influencer specialists across over 30 markets. The agency has claimed the title of the world’s leading influencer network for seven consecutive years and won the Social & Creator Grand Prix at Cannes Lions for two years running.

    Titus joined Ogilvy as an intern in Bangalore before climbing through the ranks. He took on the role of managing partner and head of influence for Britain and Europe, the Middle East and Africa in September 2017, then became global head of influence in June 2022. His portfolio has included blue-chip clients such as Walgreens Boots Alliance, Bacardi, Mondelez, Mattel, Unilever, British Airways and Vodafone.

    Since November 2021, he has also served as global influence lead for WPP Open X, a bespoke unit that handles celebrity and influencer work for more than 200 Coca-Cola brands across 195 countries. He is a founding board member of the Influencer Marketing Trade Body, established in October 2021 to professionalise the industry.

    Before Ogilvy, Titus spent six months at YMU as director of social talent, where he managed digital-first creators. Earlier, he spent nearly three years at MediaCom, establishing and running its global influencer offering for clients including Shell, Revlon, LVMH and Sony. He began his career in search engine optimisation at Dentsu Aegis Network agencies Carat and iProspect.

    In his farewell message, Titus thanked WPP leaders including Julianna, Laurent, Fiona, Liz, Devika, Karen and Lindsay for their support. He said change was “scary but also exciting” and that he would be “cheering loudly from the sidelines” for his former colleagues.

  • Ogilvy turns Durga Puja into a brand laboratory for its clients

    Ogilvy turns Durga Puja into a brand laboratory for its clients

    KOLKATA: Forget garish hoardings and booming Shubho Sharodiya  messages. Ogilvy East has spent a decade transforming Durga Puja advertising from noise into culture—and this year’s crop of campaigns shows why the approach works.       

    The star turn came from Coca-Cola, which wove a sari from recycled red and white PET bottles. Not just any sari, but the iconic Lal Paar—spun into thread by master weavers in Phulia and block-printed with Coke’s contour design. Launched at the 75th Ballygunge Cultural Pujo, it became an instant ritual companion, from Sindoor Khela to Instagram feeds. Sustainability met tradition, and the sari didn’t just trend—it became part of the festival itself.

     

    Eveready Ultima built Asia’s largest toy truck, powered entirely by AA batteries and certified by the Asia and India Book of Records. It carried the idol of Ma Durga to Vikramshila, an NGO for children. Whilst giant idols on giant trucks usually hog attention, this tiny battery-powered bahon lit up hearts instead.       
    “At Eveready, we’ve always believed in using the powerful platform of Durga Pujo for good,” said  Eveready Industries India chief executive Anirban Banerjee. “This year we’re focusing on pure joy. With Ultima Bahon, we’re bringing smiles and a memorable experience directly to underprivileged children at Vikramshila.”      
     

    Asian Paints Sharad Samman rolled in on another disappearing Kolkata icon: the yellow taxi. Forty of them became moving installations, each symbolising a decade of the festival. Gattu, the brand’s beloved mascot, took a musical ride through four decades in a film stitched with genres from each era.       
    “Festivals are reflections of their times,” said  Asian Paints  managing director & chief executive Amit Syngle. “With Choltey Choltey Chollish, we wanted to mirror Kolkata’s journey and the way creativity, community and imagination have shaped Pujo across generations.”       

     https://www.youtube.com/watch?v=nbcC58ggcGg

     

    Nestlé Nangrow broke ground with the Junior Dhunuchi—a blue, smoke-emitting toy that let children join the traditional Dhunuchi naach. For generations, kids had been told “No fire. No smoke. No Dhunuchi.” Creativity flipped that script.       

    “The Dhunuchi activation was an endearing and out-of-the-box way of celebrating toddlerhood and parenting, elevated by the cultural significance of the Dhunuchi Naach,” said Nestlé marketing head for premium infant and toddler nutrition Mayank Raina.       
     

    Even Sunlight detergent found its space. In a festival where new clothes dominate, detergent usually sits out. Not this time. Sunlight launched a photosensitive pack that revealed vibrant alpona motifs when exposed to sunlight, turning a functional product into a festive artefact.        

    The pattern is clear. Ogilvy East doesn’t interrupt Pujo—it interprets it and becomes part of it. Previous campaigns turned queuing into a refreshing experience for Coke and built Eveready’s Light Idol from torch beams.       

    “Durga Puja is the crowning jewel of Bengal’s culture,” said  Ogilvy North chief creative officer Sujoy Roy, who leads the east initiative. “Advertising has no business being a noisy gate-crasher. It has to earn its invitation. Ogilvy East keeps trying to make brands not just visible, but a meaningful part of the smiles, the stories and the rituals that define this festival.”
           
    Ogilvy Mumbai executive vice-president and office leader at Ogilvy Kolkata Roshni Mohan said Pujo is a dynamic canvas and an annual invitation to innovate. “When creativity serves culture, it doesn’t just capture attention—it enriches the experience.”

  • Rohit and Ritika bat for baby care as Cetaphil’s newest parenting pair

    Rohit and Ritika bat for baby care as Cetaphil’s newest parenting pair

    MUMBAI: When it comes to baby care, Rohit Sharma and Ritika Sajdeh aren’t just playing singles, they’re opening as a team. The celebrity couple has been announced as the new brand ambassadors for Cetaphil Baby, bringing cricketing star power and real-life parenting warmth to the trusted skincare range. As doting parents of two, Rohit and Ritika embody what Cetaphil calls “Parenting ki Nayi Parampara,” a fresh spin on family life where fathers are as hands-on as mothers, reflecting the growing culture of shared responsibility in Indian households.

    Speaking on the partnership, Rohit Sharma, Indian Cricketer and Captain of the ODI team (represented by Rise Worldwide), said, “Given my crazy travel and training schedule, I have little time to spend at home with the kids. I make it a point that when I’m at home, I participate wholly in all activities with the kids, be it fun or caring. When Cetaphil Baby told us about how young parents are sharing the load of nurturing their babies, it perfectly resonated with our reality as a couple and as parents. We have been using Cetaphil Baby for both our kids.”

    Adding her perspective, Ritika Sajdeh noted, “I’m very particular about what goes on my baby’s skin. And I have always trusted Cetaphil Baby since it was recommended by my paediatrician too. Baby skin is so delicate; we need to be even more certain that the products used on it are both safe and effective. That’s why when Cetaphil Baby approached us, we were more than happy to partner with them in their purpose of bringing good baby skin care to more and more homes.”

    On welcoming the couple Galderma managing director for India & South Asia Raghavendra Sadashiva said, “At Galderma, our vision is advancing dermatology for every skin story. This is especially important when we are talking about baby’s skin. That’s why Cetaphil Baby formulations are dermatologically tested and paediatrician recommended. We’re delighted to welcome Rohit Sharma and Ritika Sajdeh to the Cetaphil Baby family. They truly embody the spirit of modern co-parenting by sharing responsibilities and prioritising their child’s well-being. Through this partnership, we hope to inspire parents across India to embrace co-parenting while choosing safe, trusted, and paediatrician-recommended skincare for their little ones.”

    The Cetaphil Baby range, present in India for several years, offers 5-fold protection to keep delicate skin soft and moisturised. The line spans baby bathing bars, washes and shampoos, lotions, diaper creams, massage oil, and more available at speciality baby stores, pharmacies, general trade, and leading e-commerce platforms.

    With Rohit and Ritika stepping up as the new faces, Cetaphil Baby isn’t just talking skin deep, it’s making a wider pitch for family teamwork, safe care, and the joy of raising little ones together.

     

  • Indegene snaps up BioPharm to muscle into AI-powered pharma advertising

    Indegene snaps up BioPharm to muscle into AI-powered pharma advertising

    PENNSYLVANIA: Indegene is buying BioPharm Communications, a specialised marketing agency serving 17 of the world’s top 25 biopharma firms. The acquisition, announced on 1 October, will bolt adtech capabilities onto the Indian company’s commercialisation portfolio and cement its position in data-driven omnichannel marketing for global pharma.

    BioPharm, based in New Hope, Pennsylvania, is part of Omnicom Health Group. It brings 20 years of expertise in omnichannel strategy, media planning and execution, and precision marketing powered by analytics and automation. The deal is being done through ILSL Inc., a subsidiary of Indegene Ltd.

    The timing is strategic. Pharma companies are scrambling to transform their marketing as physicians favour limited engagement and regulatory complexities mount. Traditional healthcare agencies are struggling to keep pace. Meanwhile, companies are juggling mature product portfolios whilst ramping up capabilities for new launches—all whilst trying to boost productivity.

    “BioPharm has built an impressive growth flywheel, with advanced tech capabilities, deep therapeutic expertise, and long-standing client relationships,” said Indegene chairman and chief executive Manish Gupta. “This acquisition reinforces our position as the preferred tech-native commercialisation partner for the life sciences industry.”

    BioPharm president Steve Carickhoff said Indegene was a natural home given its innovation-first, employee-centric culture backed by strong technology platforms and a global delivery model. “Their life sciences-contextualised approach to AI will open up new possibilities. Together, we will push the boundaries of AI-powered pharma marketing worldwide—delivering more personalised, measurable, and patient-focused outcomes.”

    BioPharm operates a proprietary network of more than 3 million healthcare decision-makers, which it uses for precision targeting and addressable media campaigns. Combined with Indegene’s data assets, the acquisition should drive higher media returns on investment and enable more effective automated operations.

    Indegene, listed on the BSE and NSE, describes itself as the tech-native life sciences specialist that orchestrates the path from commercialisation strategy through execution. It works with the world’s top 20 biopharma companies across clinical, medical and commercial functions. Founded 25 years ago, the company is headquartered in Bengaluru.

    Seyfarth Shaw represented Indegene in the transaction.

  • AWL launches Kohinoor book on Basmati’s timeless legacy

    AWL launches Kohinoor book on Basmati’s timeless legacy

    MUMBAI: Rice has never read so well. AWL Agri Business Limited has served up Qisse kuchh khaas, a coffee table book that celebrates the aroma, allure and ageless appeal of Basmati rice.

    The glossy volume was unveiled at World Food India 2025 in New Delhi by food processing minister Chirag Paswan and AWL managing director Angshu Mallick, in the presence of celebrity chef Kunal Kapur. Authored by padma shri awardee Pushpesh Pant, the book stirs up stories from royal banquets to modest kitchen tables, tracing Basmati’s journey as India’s most prized grain.

    Kohinoor, AWL’s flagship rice brand, has long been synonymous with fine Basmati. With this book, it goes beyond the plate to capture the grain’s role in shaping traditions, festivals and family feasts. Readers can also dig into 15 recipes showcasing the versatility of Basmati, from rich biryanis to everyday fare.

    “Basmati is more than food. It is heritage, nostalgia and a shared cultural bond,” said Mallick, adding that the launch reflected Kohinoor’s commitment to authenticity and taste. Pant called it his “humble attempt” to preserve the grain’s flavourful history for generations.

    With Qisse kuchh khaas, Kohinoor is not just packaging rice but packaging memories, a fragrant reminder that some grains are truly timeless.