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Category: MAM

  • Slurrp Farm stirs up joy with ‘Real Food Really Easy’ mealtime reset

    Slurrp Farm stirs up joy with ‘Real Food Really Easy’ mealtime reset

    MUMBAI: Because let’s face it kids don’t care if the pancake looks like a Michelin star creation. They just want it fluffy, tasty, and on their plate fast. Slurrp Farm, India’s leading millet-based kids’ food brand, has cooked up a new campaign titled “Real Food. Really Easy.”, and it’s flipping the script on mealtime expectations. At the heart of the campaign lies a refreshing truth: children chase joy, not picture-perfect plating. The hero film captures lived-in moments wobbly pancakes, flour-dusted kitchens, families laughing together all underscoring the message that wholesome food made from clean ingredients, with minimal prep, is what actually matters.

    “An empty plate is every mother’s dream,” said Slurrp Farm co-founder Meghana Narayan, adding that Slurrp Farm was built so that “yummy, junk-free food becomes an easy choice every day.” Fellow co-founder Shauravi Malik echoed that ethos, stressing the brand’s focus on real ingredients, quick prep, and meals kids reach for again and again.

    Wholsum Foods chief marketing officer Ankit Kapoor (parent of Slurrp Farm and Mille), summed it up with a smile: “Food that’s eaten, not picture-perfect.”

    The campaign, conceptualised in-house at Wholsum Foods by creative director Vaani Arora, directed by Angshuman Ghosh and produced by Paper Planes, will roll out across digital and social platforms. Always-on storytelling will showcase kid-approved, quick-to-fix meals that balance nutrition with flavour.

    Since its launch, Slurrp Farm has become a pioneer in making millets mainstream, offering products that make parents’ lives easier while keeping children happily fed. With this reset, it’s positioning itself not just as a food brand, but as an honest voice in India’s crowded packaged food industry, one that dares to say mealtime joy beats Instagram perfection every time.

    After all, in a world of spotless plating and polished reels, Slurrp Farm is proudly serving up the beauty of an empty plate and a full heart.

  • Lowe Lintas & Google Gemini put AI to test in everyday moments

    Lowe Lintas & Google Gemini put AI to test in everyday moments

    MUMBAI: That’s the playful pitch behind a new campaign by Lowe Lintas for Google Gemini, designed to take artificial intelligence out of the lab coat and into everyday life. Instead of talking about algorithms and tech jargon, the series of short films makes AI look like the friend who helps you file your expenses, revise for exams, or even sharpen your sports game.

    The campaign spans nine snappy 20-second films, each capturing simple scenarios where Gemini comes to the rescue, whether you’re a student juggling assignments, a professional under pressure, or someone just trying to fix that stubborn office projector.

    By rooting AI in real-world quirks rather than sci-fi fantasy, Gemini is positioned as ‘Your Everyday AI Assistant’, a guide for students, a productivity hack for busy professionals, and a time-saver for anyone stuck in life’s little muddles.

    Sharing her thoughts on the campaign, Lowe Lintas, president (Creative),  Vasudha Misra said, “AI often feels like a big, complex idea, but we wanted to show just how simple it can be. With Google Gemini, all it takes is one press of a button on your Android phone. No complicated setups, no jargon, just real help in real moments, whether it’s fixing a projector that won’t connect or revising for an exam. Suddenly, AI isn’t abstract anymore, it’s an everyday ally, ready when you need it most.”

    The films carry a lightness of touch: relatable, quick, and quietly persuasive, encouraging viewers not just to admire the technology but to try it for themselves. The campaign is now live across digital and offline platforms. 

  • Deepali Saini steps up as global chief experience design officer at Havas CX

    Deepali Saini steps up as global chief experience design officer at Havas CX

    BENGALURU: Think Design chief executive Deepali Saini has been elevated to global chief experience design officer at Havas CX, the customer experience arm of Havas Group. In her expanded brief, Saini will continue to run Think Design in India while shaping the network’s worldwide experience design (XD) practice.

    The move signals Havas CX’s ambition to place design leadership from India at the centre of its international growth. Saini now joins the global CX leadership board, where she will be responsible for harmonising experience design standards across markets, deepening integration with client programmes, and accelerating growth in new service areas.

    Her mandate also includes strengthening design methodologies across geographies, mentoring talent, building proprietary frameworks, and setting ethical guidelines for deploying artificial intelligence in the design process — a theme gaining urgency across global networks.

    Saini, who co-founded Think Design in 2004, has spent over two decades shaping design-led strategies for organisations in healthcare, banking, telecom, and public services. A graduate of NID Ahmedabad and ENSCI Paris, she is known for championing research-driven design and has taught methodology at NID.

    “This is an opportunity to both honour the foundations we have laid in India and push the boundaries of what experience design can achieve globally,” Saini said. She credited Havas India chief Rana Barua and Havas CX global chief David Shulman for their backing in creating what she called “a truly borderless design practice.”

    Her appointment underscores a wider trend of Indian design talent gaining global prominence within multinational networks, with Havas signalling that southeast Asia, India, and the middle east will be pivotal growth regions for its CX portfolio.

  • Swapnil Mishra takes charge of corporate communications at Adani group’s Jaipur airport

    Swapnil Mishra takes charge of corporate communications at Adani group’s Jaipur airport

    JAIPUR:  Swapnil Mishra has joined Adani Group as lead, corporate communications, after a career spanning pharmaceuticals, airports, and heavy industry. He leads  communications for Jaipur International Airport under Adani Airport Holdings Ltd.

    A Bits  Pilani alumnus and trained journalist from the Indian Institute of Mass Communication, Mishra has built his career across marquee firms. He held senior communications roles at Glenmark Pharmaceuticals, Dr Reddy’s Laboratories, Zydus Group, TDK and JSW Steel, besides a stint in journalism with Hindustan Times.
    “I believe the dynamics of media may have changed, but content remains king,” Mishra said. “My aim is to craft communication that is succinct, sharp and trusted.”

    With over a decade in corporate communications, Mishra now takes on the task of shaping brand trust and strategy for one of India’s most visible conglomerates.

  • FCB India opens ‘Urban Jungle’ office in Gurugram, designed by Brawn Globus

    FCB India opens ‘Urban Jungle’ office in Gurugram, designed by Brawn Globus

    MUMBAI: Jungle fever has hit Gurugram — not in the streets, but inside FCB India’s brand-new office.

    The creative agency has swung into its freshly minted 28,000 sq. ft. space, designed and built by Brawn Globus, and it’s anything but a corporate cage. Themed “The Urban Jungle”, the workspace is a leafy, raw-edged playground where bold ideas are meant to grow as freely as the potted palms.

    Gone are the grey cubicles and hushed hallways. In their place stand open zones, nature-inspired corners and collaborative layouts that blur the line between imagination and reality. From biophilic design details symbolising growth to textures that invite conversation, every inch of the office feels less like a workplace and more like a living concept.

    “We are proud to have partnered with FCB India in creating a space that is as bold and inventive as the brand itself,” said Brawn Globus, managing director, Sandeep Singh. “The Urban Jungle office demonstrates our philosophy of blending design innovation with flawless delivery. Advertising thrives on imagination without boundaries. We wanted the workplace to be as inspiring as the ideas the FCB team creates every day”.

    For Brawn Globus, a heavyweight in design-and-build, the project is another feather in its architectural cap. For FCB, it’s a physical reminder of its ethos: fearless, inventive and always ready to colour outside the lines.

     

  • Cinépolis serves up ‘Foovies’, blending blockbusters with bold bites

    Cinépolis serves up ‘Foovies’, blending blockbusters with bold bites

    MUMBAI: Popcorn and a movie? That’s yesterday’s script. Cinépolis has rolled out Foovies, a lifestyle-first concept that lets audiences savour freshly made meals while watching their favourite films.  

    For decades, cinema snacking meant popcorn and cola. Foovies rips up that script, offering freshly prepared wraps, pizzas, fries, nachos, samosas and even in-house desserts, all served in-theatre. The idea is simple: turn a regular movie outing into a full-fledged foodie destination.

    Speaking on the launch, Cinépolis India, managing director, Devang Sampat     said, “At Cinépolis, we don’t just showcase films, we craft experiences. Foovies is our bold step to make every movie visit an immersive lifestyle indulgence, blending the joy of cinema with the comfort of world-class food.”

    The launch is backed by special offers like Foovies25: 25 per cent off food and tickets and integration with Club Cinépolis loyalty rewards.

    Since arriving in India in 2009, Cinépolis has pioneered luxury recliners, Dolby surround, cutting-edge projection and its globally famous popcorn.

  • Indian digital ad market to grow 15 per cent yearly: Bain & Co report

    Indian digital ad market to grow 15 per cent yearly: Bain & Co report

    MUMBAI: Clickonomics at work. Advertising is no longer just a sideshow to the economy; it is fast becoming one of its main acts. Global ad spend, worth about one trillion dollars in 2024, is set to swell to nearly one per cent of global GDP by 2029, says Bain & Company. The digital slice of the pie, already dominant, will account for 80-85 per cent of all spend within five years.

    India is emerging as one of the liveliest markets in this story. Valued at 16-18 billion dollars in 2024, its ad market is growing at 10-15 per cent annually and is expected to hit 17-19 billion dollars by 2029. That will lift advertising’s share of GDP from 0.4-0.5 per cent. More than half of the country’s ad rupees already go online, a share that will only rise as smartphones, OTT platforms and fast data spread deeper into towns and villages.

    Small firms and direct-to-consumer brands are doing much of the heavy lifting. Their share of India’s digital ad wallet has crept up to 37 per cent in 2024 and could hit 42 per cent by 2029. They are pouring money into mobile-first campaigns, e-commerce tie-ins and performance marketing, all with a sharp eye on returns.

    Globally, mobile screens are soaking up around 70 per cent of digital budgets, with India leaning even harder on handsets. Newer channels like connected TV are gaining ground, too. India already has 45 million CTV households, up from 20 million in 2022, and brands are chasing their premium eyeballs with contextual ads and cricket-season splurges.

    “India’s digital advertising market is at an inflection point,” said Prabhav Kashyap, partner at Bain & Company. “The convergence of mobile-led consumption, the rapid rise of video formats, and the integration of AI into every stage of the advertising process is reshaping how brands connect with consumers. As audiences spread their attention across more devices and platforms, the leaders will be those who diversify beyond mega platforms, design content for each channel from the ground up, and harness AI and first-party data to deliver personalised, high-impact campaigns. Over the next five years, the ability to combine creativity, data, and technology will be the defining factor in who captures the most value.”

    AI is changing the business from top to bottom. No longer just a tool for faster ad copy, it is now steering media plans, testing creative variations, allocating spend and measuring incremental returns. Global players such as InMobi, The Trade Desk and AppLovin are racing to embed machine learning into every step of the process.

    Publishers are also sprucing up their platforms with less intrusive formats, smarter data and loyalty-driven engagement. Adtech firms, meanwhile, are bulking up into full-stack operations, stitching together demand- and supply-side platforms with exchanges. The industry is consolidating around those who can offer sharper targeting and better ROI.

    Bain & Company, associate partner, Devika Mittal said, “To unlock stronger ROI, brands and publishers need to work in closer sync. Compared to just a few years ago, we are seeing the emergence of scaled adtech players (like InMobi and The Trade Desk) who are playing a pivotal role in driving more precise targeting and performance, maturing the ecosystem significantly and enabling brands to continuously sharpen their digital advertising strategies.”

    Advertising has always followed the eyeballs. Now, with eyeballs glued to mobile screens, streaming apps and AI-powered feeds, the money is moving faster than ever. By 2029, ads will not just be selling soap, they will be helping steer the world’s economy.

     

  • Triooh makes a big splash with 150-site debut campaign across India

    Triooh makes a big splash with 150-site debut campaign across India

    MUMBAI: When it comes to making a first impression, Triooh went straight for the skyline. The new-age out-of-home (OOH) advertising agency has burst onto the scene with a 16-day mega campaign across 150 plus high-impact sites, executed for a leading global messenger app. The campaign spanned some of India’s busiest hubs Delhi NCR, Lucknow, Patna, Mumbai, Pune, Chandigarh Tri-City, and Jaipur ensuring pan-India buzz and visibility. By rolling out the campaign simultaneously across these cities, Triooh made sure the brand didn’t just show up but showed up everywhere.

    True to its promise of blending creativity with technology, Triooh powered the rollout with a live campaign dashboard integrated into its in-house monitoring app. This gave the client real-time access to daily site images and audience analytics across all 150 plus locations making performance tracking as transparent as the billboards themselves.

    “Launching with a high-impact campaign for a large messenger app marked a dream start for us,” said Triooh CEO & co-founder Anuj Bhandari. “We received a simple but powerful brief: deliver scale and consistency across multiple cities. With our tech-first, transparent approach, we were able to meet the objective and reinforce client trust through tools like customised live-reporting dashboards.”

    The campaign’s scale and execution underline Triooh’s ability to balance reach with efficiency, while raising the bar for accountability in India’s fiercely competitive OOH sector. For a debut, the agency didn’t just step into the limelight, it practically owned it.

  • LunchBox serves up Onam feast with a tongue-twisting festive challenge

    LunchBox serves up Onam feast with a tongue-twisting festive challenge

    MUMBAI: What’s harder, finishing a 20-dish feast or pronouncing “Erissery” without fumbling? This Onam, Lunchbox is spicing up celebrations by offering both: a Mini Onam Sadhya delivered nationwide and a quirky Pronunciation Challenge that could win you a trip to Kerala. Traditionally, the Onam Sadhya is a vegetarian banquet of over 20 dishes served on a banana leaf from the creamy Kaalan to the subtly spiced Avial. LunchBox is packaging this cultural spectacle into a homely yet festive offering that travels from Kerala kitchens to tables across India.

    For non-Malayalis, names like Thoran, Olan, and Erissery often trip the tongue, so LunchBox turned it into a nationwide game. Every Sadhya order comes with a sleeve featuring dish names and a QR code leading to an AI-generated video of King Mahabali himself teaching you the right way to say them. Diners are then invited to record a 15-second voice note and send it via Instagram DM for a chance to win.

    The prize menu is as generous as the feast:

    ●   Grand Prize: A couple’s all-expenses-paid trip to Kerala (flights, hotels, breakfasts).

    ●   2nd & 3rd Prize: Staycations for two couples in Kerala.

    ●   Holiday vouchers worth Rs 5,000 for two winners.

    ●   Rs 500 flight discounts for 16,000 customers on domestic routes.

    The travel rewards come through LunchBox’s exclusive tie-up with Easemytrip.

    Explaining the concept Rebel Food CMO Nishant Kedia said: “Onam is about joy, unity, and sharing. The Pronunciation Challenge goes beyond food, it builds connections, sparks laughter, and opens the festival to everyone.”

    For foodies in Mumbai, Bangalore, Chennai, and Hyderabad, the competition adds another festive layer to the banana-leaf banquet. And for those simply craving comfort food, LunchBox’s chefs have ensured the Sadhya still feels like a slice of Kerala, no matter the pin code.

    With flavour, fun, and even free holidays on the plate, Lunchbox has ensured that this Onam celebration is anything but ordinary.

  • Ad Club Bangalore snaps up Gen Z insights at Inspiration Room

    Ad Club Bangalore snaps up Gen Z insights at Inspiration Room

    MUMBAI: When it comes to decoding Gen Z, even advertising veterans know they can’t just swipe left on change. The Advertising Club Bangalore’s 15th Inspiration Room lit up last Wednesday with over 100 participants, all keen to grasp how the next generation is reshaping consumption and culture.

    The evening kicked off with Gauri Kumar, who dived straight into the world of Augmented Reality (AR). From Bitmojis to AR lenses, she showed how brands like Myntra and Swiggy are already harnessing Snapchat’s creative toolkit to create scroll-stopping campaigns. “The challenge for brands is no longer access to AR, it’s how creatively you use it,” she quipped, adding that Snapchat has democratised AR production. A live demo on building AR experiences gave attendees a tangible taste of the future of branded engagement.

    Next up Snap Inc. India head of growth Chirag Kohli unpacked how Gen Z, who already command 43 per cent of consumer spend (a figure tipped to hit 50 per cent in the next decade), are redefining commerce. For them, shopping is not just transactional, it’s “shopcialising”, where trends, visuals, and community matter more than price tags. Kohli revealed that 63 per cent of Snapchat users have made purchases on the platform, proving its dual role as both a connection hub and a commerce driver.

    With creators becoming the new search engines and Snapchat pushing India-first features with a camera-first design, the session painted a vivid picture of how phygital is no longer a buzzword but a behaviour. “Attention is scarce, impressions are abundant,” Kohli warned, urging brands to deliver joy and community to cut through the noise.

    Closing the evening Ad Club Bangalore president Laeeq Ali announced that the Club itself is making its Snapchat debut. “This edition has set the bar high for what’s to come,” he said, noting how AR’s blend of code, 3D graphics, and storytelling is redefining advertising playbooks.

    For a series built on sparking inspiration, this edition proved why the Inspiration Room remains the place where marketers, creators, and technologists come together to catch the next big wave before it even trends.