ITV

Category: MAM

  • HMD and Sanya Malhotra ring in a new era of self-expression

    HMD and Sanya Malhotra ring in a new era of self-expression

    MUMBAI: HMD has turned up the volume on self-expression with its new ‘Issa vibe’ campaign, starring actor and brand ambassador Sanya Malhotra. The spotlight? The stylish new HMD Vibe 5G: a smartphone designed less for numbers on a sheet and more for personality on the street.

    Launched in Mumbai, the campaign marks a bold brand refresh for HMD in India. With the rallying cry “Claim your vibe,” the company is shifting gears from the usual spec-heavy smartphone chatter to something gen z craves more: authenticity, individuality and a touch of flair.

    “HMD is moving the conversation from megapixels to meaningful moments,” said HMD, ceo & vice president, India & APAC, Ravi Kunwar. “It’s about how the device enhances life, not just its features. With Sanya and the Vibe 5G, we’re celebrating young India’s energy, confidence and creativity.”

    The campaign film brings this ethos to life through Sanya’s dynamic presence, blending everyday moments with expressive style. “Claiming your vibe is about owning who you are with comfort and confidence,” said Malhotra. “For me, the Vibe 5g isn’t just a phone, it’s a creative partner.”

    Crafted by And And Brand Partners, the film pulses with youthful energy. Creative director, Rajesh Minocha explained, “We wanted every frame to feel like a heartbeat of self-assurance. Sanya carried that effortlessly, inspiring audiences to own their identity.”

    Beyond the screen, the campaign takes a 360-degree route: splashing across TV, print, digital, social, and even retail spaces. From bold digital storytelling to vibrant point-of-sale displays, HMD is ensuring the vibe is everywhere, right where young Indians are.

    For a brand known globally as Human Mobile Devices, the message is clear: HMD isn’t just selling phones, it’s selling a feeling. And with the Vibe 5G, it’s loud, proud, and unapologetically stylish.

  • Dentsu crowns new creative kings as Dhruv Tiwari and Zubin Jauhari join

    Dentsu crowns new creative kings as Dhruv Tiwari and Zubin Jauhari join

    MUMBAI: Two sharp minds, one bold mission Dentsu Creative Isobar has doubled down on its creative firepower with the appointment of Dhruv Tiwari and Zubin Jauhari as group executive creative directors. The move, announced this week, signals the agency’s intent to marry creativity with culture and commerce, shaping campaigns that don’t just win awards but win hearts across India. Both will report to Dentsu Creative Isobar chief creative officer Abhijat Bharadwaj and will lead a 150 plus strong creative team charged with pushing boundaries for some of the country’s most ambitious brands.

    Dhruv Tiwari arrives from DDB Mudra, where he transformed the North office into a creative powerhouse with work for McDonald’s, Royal Enfield, Kent RO and DLF Mall of India. His campaigns blended cultural spark with business impact and earned recognition at Adfest, The Abbys and Kyoorius. As he quipped: “I’m here to stir things up to craft work where creativity, tech and culture collide. Work that earns attention, sparks conversation, and maybe even rewrites the rulebook. If the shiny metals follow, well… we won’t complain.”

    Zubin Jauhari, meanwhile, is making a homecoming to dentsu. Over the past decade, he has worked on everything from Swiggy and Flipkart to Google, Facebook and Ola Electric, turning brands into cultural icons. His trophy cabinet features Cannes Lions, a Spikes Asia Grand Prix and a Kyoorius Black Elephant. On returning, he said: “It feels incredible to return to a place that shaped some of my fondest professional memories. I’m here to create work that resonates far beyond the industry, help define the future of creativity, and build a team that everyone can’t stop talking about, all while having a ton of fun doing it.”

    For Bharadwaj, the appointments cap a year-and-a-half-long talent build: “Now that the bottom and middle levels of our structure are solidly in place, it’s time to crown the top of this creative pyramid. I can’t think of anyone better than Dhruv and Zubin. Zubin is an award-winning creative who is an expert at new-age creativity and Dhruv is an excellent leader with a vast portfolio of successful campaigns. We’re in the fight and gunning for greatness.”

    Dentsu Creative Isobar CEO Sahil Shah echoed the sentiment: “The future of creativity lies in fusing culture, technology, and influence to deliver impact at scale. Dhruv and Zubin embody this new-age thinking and inspire those around them. Backed by a hugely talented team of 150 plus creatives, they will craft transformative work for brands and society while nurturing a culture that empowers our people to dream bigger and create bolder.”

    Together, Dhruv and Zubin are expected to deliver campaigns that channel India’s diversity and dynamism, harnessing technology to amplify culture and content to drive influence. The duo’s remit aligns with Dentsu Creative’s global mission: building work that’s emotionally resonant, culturally rooted and commercially meaningful.

    As the agency puts it, this is not just about crafting ads, it’s about “celebrating Bharat while speaking to modern India”. With this creative power pairing, Dentsu Creative Isobar seems ready to script its next blockbuster chapter.

  • Asian Paints Sharad Shamman turns 40

    Asian Paints Sharad Shamman turns 40

    MUMBAI: Kolkata’s iconic taxi has just been given the ride of its life, thanks to ‘Asian Paints Sharad Shamman,’ which this year celebrates 40 colourful years of Pujo pride. Marking the milestone, Asian Paints has unveiled ‘Choltey Choltey Chollish,’ a cinematic campaign and travelling installation that transforms the city’s beloved yellow cab into a rolling time machine. The film zips through four decades of Durga Pujo, blending nostalgia and newness in equal measure.

    The journey begins in the 1980s, with bamboo pandals and radio melodies, cruises into the ’90s with the rise of themes, steers into the 2000s spotlight of global attention and social messaging, and finally parks in today’s world of AR, VR and digital-first celebrations. Each era is splashed across the taxi’s changing surface: hand-painted motifs and designs shining in royale glitz, capturing the essence of Kolkata’s creativity.

    Music, too, gets a seatbelt moment. From retro tunes to modern beats, every decade’s soundtrack weaves into the storytelling, making the cab not just a carrier of memories but a jukebox of Pujo.

    “Festivals mirror their times, showing how societies evolve,” said Asian Paints, md & ceo, Amit Syngle. “With ‘Choltey Choltey Chollish,’ we wanted to honour 40 years of artistry while resonating with today’s generation. The yellow taxi embodies that timeless journey.”

    Ogilvy North, chief creative officer, Sujoy Roy added, “This is more than a tribute. It’s a love letter to Kolkata: its traditions, its imagination and the enduring spirit of Pujo.”

    With its stylised visuals, vibrant music and a fresh, youthful tone, the campaign doesn’t just celebrate ‘Sharad Shamman,’ it reaffirms Asian Paints’ place as Pujo’s unofficial custodian, turning art, culture and community into a living, moving canvas.

    Because in Kolkata, even a cab ride can feel like a festival.

  • Shandi Global stirs India with chickpea-based Chanza, targets 10 million dollars in ’25

    Shandi Global stirs India with chickpea-based Chanza, targets 10 million dollars in ’25

    MUMBAI: Call it chickpeas with a twist. Singapore-based food-tech innovator Shandi Global has landed in India with its flagship product Chanza: a protein-packed, plant-based alternative to meat and paneer that’s already winning fans abroad.

    Made entirely from whole chickpeas: no soy, gluten, or artificial binders in sight. Chanza cooks, tastes, and feels like soft, fibrous chunks of meat. From curries to kebabs, stir-fries to tandoori, it’s designed to slip seamlessly into India’s kitchen classics while packing a nutritional punch.

    The India launch marks Shandi Global’s biggest bet yet. The company has doubled its revenue every year, growing from 0.6 million dollars in 2023 to over 2.5 million dollars in 2025. With India now in its sights, it’s eyeing a bold leap to 10 million plus dollars revenue in 2025.

    “Protein deficiency is a massive issue here, and we want to change that,” said Shandi Global, co-founder, Dr. Gaurav Sharma. “Our vision is simple: Protein for All, Without Compromise.” His fellow co-founder, Dr Reena Sharma, added that the move was “both personal and purposeful,” aiming to fuse nutrition, fitness, and sustainability in everyday Indian diets.

    The rollout will start with restaurants, corporates, and institutions, before hitting retail shelves in metro cities by 2026. Partnerships with gyms and wellness communities are also planned to anchor Chanza firmly in India’s growing fitness culture.

    Shandi Global’s portfolio abroad already includes plant-based meats, protein soups, and drinks under brands like Forever, Sprouty, and Proty. New snacks, cookies, and ready-to-eat meals are in the works, powered by its proprietary Canatein/Sproutin technology.

    Recognition has followed too: at the ‘Vegan India Conference 2025’ in Mumbai, the company bagged the ‘Protein Innovation Icon of the Year Award’, presented by former mp Maneka Gandhi in the presence of  cj D.Y. Chandrachud.

    With India joining its global expansion map alongside Thailand, Canada, and Australia, Shandi Global isn’t just selling another plant-based product, it’s planting the seed for a protein revolution.

  • Technosport flexes festive fit with Durga Pujo film and Bengal expansion

    Technosport flexes festive fit with Durga Pujo film and Bengal expansion

    MUMBAI: Pujo just got a wardrobe workout. Technosport, India’s fastest-growing activewear brand, has draped itself in festive spirit with the launch of its Durga Pujo campaign, ‘Fit for Pujo’, while simultaneously flexing its retail muscle in Bengal.

    The campaign, unveiled on Mahalaya, stars acclaimed Bengali actor Bhaswar Chatterjee, whose presence adds a homegrown touch of authenticity. Through poetic visuals and a lyrical voiceover, the film celebrates autumn’s first whispers, the joy of new clothes, and the season of light and renewal. It ties these cultural cues neatly with Technosport’s promise of stylish, performance-driven activewear.

    “Pujo is not just about new clothes, it’s about preparing for a season of energy, joy, and fresh beginnings,” said Technosport, head of marketing, Patralika Agrawal. “With ‘Fit for Pujo,’ we wanted to capture that spirit, making activewear feel as festive as it is functional.”

    The campaign launch coincides with two new exclusive brand outlets opening in Kolkata’s Mani Square Mall and Asansol’s Sentrum Mall, bringing Technosport’s nationwide tally to 21 stores. With Exclusive Brand Outlets (EBO) revenues doubling year-on-year and an 83 per cent conversion rate on footfalls, the brand is confidently striding towards its Rs 600 crore revenue goal for FY 2025–26.

    By weaving Bhaswar Chatterjee’s cultural resonance into the narrative and making a strategic push in the East, Technosport is betting big on Pujo as more than just a festival. It’s the season to dress, renew and move.

  • Bajaj Auto ropes in marketing chief to rev up brands

    Bajaj Auto ropes in marketing chief to rev up brands

    PUNEL:  India’s third-largest motorcycle maker has hired Kia India’s head of marketing and public relations to spearhead its marketing as well as kick start its sports bike brands further, as competition intensifies in the premium two-wheeler segment.

    Shakti Upadhyay has joined Bajaj Auto as vice president for brands. His first task will be to take charge of the company’s sports motorcycle portfolio including the once-dominant Pulsar and premium Dominar ranges. The appointment comes as Bajaj battles declining market share in key segments whilst rivals like TVS Suzuki and  Honda gain ground.

    Upadhyay spent over seven years at Kia India, where he orchestrated the south Korean carmaker’s transformation from unknown challenger to household name. Under his stewardship, Kia launched the Seltos compact SUV, Sonet sub-compact SUV, and Carnival MPV, helping the brand capture nearly 4 per cent of India’s passenger car market within five years.

    His track record includes award-winning campaigns that blended “bold positioning with emotional storytelling.” At Samsung Electronics, where he spent eight years before Kia, Upadhyay led marketing for consumer durables including premium television ranges.

    Bajaj’s hire signals urgency in revitalising brands that once dominated Indian roads. The Pulsar, launched in 2001, pioneered the performance motorcycle segment but has faced intensifying competition from Honda, and TVS Motor.  Dominar, positioned as a touring motorcycle, has struggled to gain traction since its 2016 launch.

    The Pune-based company’s motorcycle business has faced headwinds as consumers increasingly favour electric vehicles and premium brands. Bajaj’s domestic motorcycle sales fell eight per cent year-on-year in the first half of 2024, whilst competitors expanded market share.

    “Bajaj has always stood for innovation, performance, and a strong challenger spirit,” Upadhyay said in a LinkedIn post announcing his appointment. He emphasised plans to deepen “brand love” and drive “global ambition” for the motorcycle portfolio.

    The marketing veteran’s mandate extends beyond just the domestic market.  Bajaj exports motorcycles to over 70 countries, with international sales contributing roughly 40 per cent of total volumes. The company has a particularly strong presence in Africa and Latin America through partnerships and local assembly operations.

    Upadhyay’s appointment reflects broader industry trends as traditional automotive companies hire  talent from successful challengers. His experience launching new brands in competitive markets could prove valuable as Bajaj seeks to reinvent mature product lines whilst expanding into electric vehicles.

    The company faces particular challenges in the 125-250cc segment even as electric vehicle startups like Ola Electric and Ather Energy have begun encroaching on urban commuter segments traditionally dominated by conventional motorcycles.

    Industry analysts suggest Bajaj’s brand revival efforts will need to balance heritage appeal with contemporary relevance, particularly among younger consumers who increasingly view motorcycles as lifestyle statements rather than purely utilitarian transport.

  • AB InBev taps Netflix for global beer marketing blitz

    AB InBev taps Netflix for global beer marketing blitz

    MUMBAI: The world’s largest brewer has struck a sweeping marketing deal with Netflix that will see AB InBev’s beer brands woven into the streaming giant’s programming and live events across dozens of countries.

    The partnership, announced today, marks an unusually broad collaboration between the Belgian-Brazilian brewing behemoth and the entertainment platform. AB InBev will integrate its portfolio—including Budweiser, Corona, and Stella Artois—into Netflix content ranging from British crime series The Gentlemen to South Korean cooking competition Culinary Class Wars.

    AB InBev global chief marketing officer Marcel Marcondes described streaming as “an occasion where beer and entertainment come together,” arguing the deal would create “deeper experiences with consumers” during culturally significant viewing moments.

    The arrangement extends beyond traditional product placement. AB InBev brands will feature in co-marketing campaigns, limited-edition packaging tied to specific shows, and digital promotions. The brewer will also advertise during Netflix’s live NFL Christmas games next year and collaborate on coverage of the 2027 Women’s World Cup.

    Netflix has already tested the waters with AB InBev properties. Mexican beer brand Cerveza Victoria recently sponsored the streaming service’s broadcast of the Canelo Álvarez-Terence Crawford boxing match.

    “The popularity of our titles allows us to pierce the cultural zeitgeist in ways few others can,” said Netflix chief marketing officer Marian Lee. The streaming service has increasingly courted advertising revenue as subscriber growth plateaus in mature markets.

    The deal reflects AB InBev’s push to reach younger consumers who increasingly favour experiences over traditional advertising. The brewer has faced headwinds in key markets, with American beer consumption declining and competition intensifying from craft breweries and hard seltzers.

    For Netflix, the partnership offers a blue-chip sponsor as it expands into live programming and seeks to monetise its global reach more effectively. The platform has secured rights to major sporting events, including NFL games and professional wrestling, as it competes with traditional broadcasters for advertising dollars.
    The companies declined to disclose financial terms of the multi-year agreement. AB InBev operates in nearly 50 countries whilst Netflix boasts over 270 million subscribers worldwide.

    Industry analysts suggest such partnerships may become more common as traditional advertising models fragment. Brewers face particular challenges reaching audiences through conventional channels as younger consumers increasingly “cord-cut” from traditional television.

    The collaboration will roll out across AB InBev’s international portfolio, with regional brands like Brasil’s Antarctica and Europe’s Leffe expected to feature in locally relevant Netflix content. Both companies emphasised the deal’s global scope distinguishes it from previous entertainment industry tie-ups.

  • Federal Bank’s AI Onam wishes win hearts

    Federal Bank’s AI Onam wishes win hearts

    MUMBAI: When petals fall from the cloud, you know Onam has gone digital. This festive season, Federal Bank, in partnership with Hogarth, turned tradition into a tech-powered celebration, swapping generic greetings for personalised, AI-driven messages that felt anything but robotic.

    Using WPP’s AI tools and immersive tech from 8th Wall, the campaign let customers scan a simple QR code on posters, print or metro ads, and suddenly find themselves showered with virtual petals, greeted by a Kathakali dancer, or hearing the familiar trumpet of a vallam kali. And instead of a faceless message, it came directly from their own branch manager: part banker, part digital storyteller.

    “This Onam, we wanted to bring plug-and-play joy into people’s homes,” said Federal Bank, cmo, M V S Murthy. “Technology is at its best when it strengthens culture and community, not when it overshadows them.”

    Thousands of bespoke greetings were shared across Kerala and beyond, with customers responding with joy, nostalgia, and even surprise. For many in the diaspora, the greeting felt like a piece of home arriving at their phone.

    For Hogarth India, ceo, Karthik Nagarajan, the idea was simple: “We’re moving from creating content to crafting experiences. Tech should feel human, not heavy,” he noted.

    Backed by AI-assisted motion design, the experience was fully browser-based, no app required, making it as seamless as it was striking. Social chatter followed quickly, with younger audiences latching onto the novelty and sharing the moments widely.

    As WPP, global vp of Immersive tech & AI, Dale Imerman, summed it up, “This is India showing how creativity and technology can amplify cultural connection at scale.”

    For many, this year Onam didn’t just come home, it came alive on their screens. 

  • Mars appoints Nitin Guleria as head of media to lead global strategy

    Mars appoints Nitin Guleria as head of media to lead global strategy

    MUMBAI: Mars has announced the appointment of Nitin Guleria as its new Head of Media, effective September 2025.

    With more than 15 years of experience across global media, marketing, and communications, Guleria brings a wealth of expertise to the role. He joins Mars from Samsung Electronics, where he served as deputy general manager for over seven years, leading media and marketing initiatives across mobile and consumer electronics.

    Prior to Samsung, Guleria held leadership positions at Groupm’s Essence, where he directed cross-media planning for Google’s hardware division, and at Interpublic Group’s Cadreon, specialising in programmatic media strategy. He began his career with Optimise Media Group and Shoogloo, gaining early experience in business development, client servicing, and performance-driven marketing.

    At Mars, Guleria is expected to strengthen the company’s media strategy, drive integrated communications, and deliver impactful consumer engagement across key markets.

  • Portfolio Night 2025 opens for young creatives with Google live brief

    Portfolio Night 2025 opens for young creatives with Google live brief

    MUMBAI: Aspiring adlanders, polish those portfolios, your big night is here. ‘The One Club for Creativity’ has opened registrations for ‘Portfolio Night 2025’, with Google on board as exclusive global sponsor. In India, the event will be hosted by BBDO India, DDB Mudra Group and TBWA India. Budding creatives can log in online on 6 October or meet in person on 7 October, with entries closing on 3 October.

    Billed as the world’s premier speed-dating event for talent and top creative leaders, Portfolio Night gives young hopefuls the chance to showcase work, receive one-to-one feedback, and even spark their advertising careers.

    This year, Google is setting the live brief for the Portfolio Night All-Stars competition. Winners will earn a coveted trip to New York in 2026 to present their campaign during The One Club’s creative week.

    On the jury are some of the most celebrated names in Indian advertising, including Josy Paul (BBDO India), Kainaz Karmakar (Ogilvy India), Abhijit Awasthi (Sideways Consulting), Russell Barrett (TBWAIndia), Swati Bhattacharya (Lightbox), Rahul Mathew (DDB Mudra), and Ashish Khazanchi (Enormous), alongside a long list of national creative heavyweights.

    With humour, hustle and a shot at global glory, Portfolio Night 2025 promises not just feedback, but a foot firmly in the door of advertising’s big league.

    For registration visit:

    In-Person Event: https://www.eventbrite.com/e/portfolio-night-2025-mumbai-in-person-tickets-1672125625759

    Virtual (Non-Mumbai Residents): https://www.eventbrite.com/e/portfolio-night-2025-mumbai-virtual-tickets-1664770165379