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The Voice called ‘U’

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  By VINAY KANCHAN
The Headhunters – a noble tribe that gets us all a better deal. Sworn to secrecy and acting with the utmost discretion they selflessly strive to improve your present lot. After convincing you that your current job has the same future prospects as a goat in a cage of lions, they then endeavor to show you the Promised Land – Which in the eating might in actual fact be akin to jumping from the frying pan into the fire (If any headhunter is reading this, I am being thoroughly misquoted by the editor. I love all you guys and keep those calls coming).

The phone rang, breaking the fantasies that Ram Shankar might have got into had he fallen asleep, but since he didn‘t, he picked up the receiver. There was a hushed voice at the other end.


“Can I speak to Ram Shankar?” the voice was hurriedly muffled, like that of a man either on the run from the law or trying to get out of the way when Michael Schumacher is roaring out of a pit stop, trailing Narain Karthikeyan. (Now that‘s a thought).


“Who is this?”


“Prabhakar” the voice quipped back with almost a trained like reflex.


“This is Ram Shankar; do I know you Mr Prabhakar?”


“Ram Shankar? Is that really you?” the voice spoke with the fond enquiring tone of a mother finding her long lost children in a typical Manmohan Desai reunion sequence.


Unused to people expressing such glee at finding him at the other end of the line, Ram was emotionally swayed and replied with equal gusto. “Yes it‘s me and I have been waiting for this moment all my life.”


“Hmm.” the voice returned to its callous curtness, kind of taken aback by the unbridled enthusiasm it found at the other end.


“Control yourself Ram Shankar, firstly is this line secure?”


“Why do you ask?”


“Can we speak now? And does someone know that you are speaking to me?”


Ram Shankar paused to look around, just to see if there was anything that he had done to attract attention, but apart from his hideously florescent tie he had remained inconspicuous as usual.


“And who are you?”
The silence at the other end of the line was reminiscent of the deathly calm before the phone rings at office on Monday morning.


“My name is U.”


“That‘s it?”


“I could tell you more but it‘s classified. I might have to kill you if you end up knowing too much”


“I …I work in advertising” began Ram Shankar pensively “I am sure you have the wrong person, there is nothing of any kind of importance that I have ever got into, I might have delayed on last weeks language artworks but that‘s no reason to….”


“Steady young man. Listen. I am a headhunter. The most famous one in industry and I might have something for you.”


“If you are so famous, how come I have never heard of you?”


That question bought an almost angry pause to the conversation. Ram could hear the sound of a keyboard being furiously mauled and the unmistakable sound of a carriage return key being triumphantly hit.


“Ram Shankar.” The voice paused to gather breath to muster a sufficient amount of disgust. “You graduated or should I say scraped out of your college. Your academic record was average, so you could not make it anywhere. Then you struggled into an MBA school and were again an average student there, got placed at your present agency on the very last day of campus interviews. In fact you might have been one of the very last candidates remaining. Even there you were fortunate that the owner of the agency had in an inebriated state solemnly promised your institute director that he would pick at least one student from campus.”


The emphasis on ‘Even there‘ was not lost on Ram. He was a bit flustered by that uncomplimentary encapsulation of his entire academic achievements. He had to get even.


“That‘s something that any job consultant might know. What makes you so special eh?”


The voice paused again, like the US consulate before they stamp a reject sign on your visa (if anyone has been through that they know exactly what I‘m talking about).


“You had your first crush on your English teacher at the age of 13. But you were shy to admit it to your friends, might be because your teacher was male. You have never ‘gone around‘ with any woman though you have tried desperately hard all your life. You want to get close to Tanya in your present office, but she thinks you are a loser. You always claim conveyance even when others have paid for the trip; you feel guilty about it but pray each night asking for forgiveness, like that (read with contempt) would make it any better. You have been an average football player all your life and never stand in to defend corners because you are scared to head the ball. And you have been trying to get out of that agency over the last year but no one, just no one has found you interesting enough to call you for an interview.”


Ram drank in those harsh words with fear, amazement and awe (in no particular order).


“Even my mother doesn‘t know me that well.”


His tone was humbled like that of any opposing captain after a series with Australia.
“That‘s why I am the best” Game. Set. Match. ‘U‘.


“So what is it that you have to tell me?” queried Ram Shankar in his meekest tone.


“I have called you to rescue your career and prevent it from sinking like the Titanic”


The chill in those words actually made Ram Shankar feel a small puddle develop near his feet. He clearly needed his cup of tea but Chai-La (the mystical Chinese canteen boy) seemed busy chatting with goblets (female goblins in bikinis) from other dimensions.


“Why do you think that this is a bad place?”


“Well your boss Vikas to start with.”


“What about him?”


“The lesser said the better. He is not bothered about his subordinates, in fact given the choice he would readily trade you for a pack of cigarettes.”


For once Ram wanted to give his boss the benefit of doubt. Even Vikas was not that inhuman. Or was he?


“And then the account. Itching creams! What kind of future does anyone working on that have? You really have to ‘scratch‘ your head to come up with an answer. HA, HA, HA …”


“Well it isn‘t that bad I have learnt a bit….”


“And a bit is all that it will be”


Ram was angry. He felt a sudden unhealthy surge of loyalty for his agency. He wanted to launch into a tirade defending his boss and the account that he worked on. Even maybe his client. Then he took a deep breath and maturity took over.


“What do you have in mind?”


“Have you heard of Sunk-Without-A-Trace? More commonly called SWAT?”


“SWAT?”


“Obviously you don‘t even track your industry, it‘s the hottest agency going around?”


“Going around is right. I think they are losing people and accounts by the dozen.”


“Child. Listen and learn. When a place is really ‘happening‘ these things are part of the scene. Would you rather work in a place where you saw the same faces everyday?”


“Well…”


“And it‘s the best place for learning. They have a management trainee program that‘s unrivalled in the industry”


“Don‘t they send out management trainees to move furniture when someone in senior management is moving houses?”


“That‘s rubbish. Well they might have done it once but that was just to get the trainees to meet that guy. It was part of their orientation and he was so busy there was no other opportunity.”


Ram wanted to blowholes into that logic but a lack of experience and imagination prevented him form uttering anything worth documenting over here.


“Anyways there is an opening that might interest you. I think you must take it. I don‘t even see you having a choice.”


“Isn‘t this like a free country and cant I decide if I am interested?”


“At your level it‘s almost criminal for people like you to decide for themselves. You need expert advice, because believe me at your level you really don‘t know.”


The authoritative tone, the unshakeable confidence and the ready answer all conspired to weaken Ram‘s resolve. He was sinking fast.


“Can we meet over tea sometime to discuss this?” Ram asked.


“I don‘t drink tea you unconfirmed management trainee,” boomed the voice back and then without warning the line went blank


“Old Chinese Proverb – a known enemy is better than an unknown friend, especially when the friend doesn‘t drink tea.” Ram heard those wise words of wisdom being whispered in his ear, a tea cup delivered in his hand as Chai-La took the fastest boom tube to the nearest inter galactic placement agency with Ram‘s resume in hand.


 




After stints at Lowe, Mudra and Everest, the author is now with Triton as Associate Vice President Brand Services. In addition to that, he is also patron saint of Juhu Beach United – a movement that celebrates obesity and the unfit ‘out of breath‘ media professional of today. To join up contact vinaykanchan@hotmail.com


(The views expressed here are those of the author and indiantelevision.com need not necessarily subscribe to the same)

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Amazon Ads maps 2026 as AI and streaming rewrite ad playbooks

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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.

At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.

“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”

One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.

AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.

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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.

Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.

Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.

Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.

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Publicis India appoints Sonal Verma as Arc Worldwide MD

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MUMBAI: Publicis Groupe India has appointed Sonal Verma as managing director of Arc Worldwide India, handing the reins of its experiential and shopper marketing business to a leader steeped in live brands and real world storytelling.

Arc Worldwide, the Groupe’s specialist arm focused on experiences that nudge consumers from curiosity to checkout, sits at the intersection of creativity, commerce and culture. Verma’s mandate is to sharpen that edge as brands grapple with shorter attention spans and more complicated buying journeys.

Verma joins from Cheil India, where she spent nearly five years building and leading the brand experience practice, most recently as senior vice president and head of brand experience. Her career reads like a tour of India’s experiential landscape, with leadership roles at Momentum Worldwide, Percept D Mark, Blockkbuster Events and Showtime Events.

She has also held senior activation roles at Radio City and The Times of India, giving her a rare mix of agency, media and on-ground execution experience. The common thread has been simple: turning big ideas into moments people remember and talk about.

At Arc Worldwide India, Verma will focus on expanding the agency’s experiential and shopper capabilities, strengthening client partnerships and keeping the work firmly rooted in consumer behaviour rather than buzzwords.

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With Verma at the helm, Arc Worldwide is expected to double down on ideas that live beyond screens and closer to everyday life. For an industry obsessed with clicks and scrolls, this is a reminder that sometimes the strongest connections still happen face to face.

 

 

 

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Barbeque Nation taps ‘milne ki bhookh’ to kick off the new year

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BENGALURU: Barbeque Nation is ringing in the new year with a reminder that some cravings cannot be ordered online. The casual dining chain has rolled out a new film campaign, milne ki bhookh, pitching its restaurants as places to meet, reconnect and linger over food.

Set against a world of constant messages and missed meet-ups, the campaign leans into a simple truth: dining out remains one of the few rituals that still brings people together. Barbeque Nation positions itself as the excuse and the setting for real conversations, shared plates and unhurried moments.

Nakul Gupta, cmo at Barbeque Nation, says the brand has long been about shared celebrations. As the year turns, milne ki bhookh captures what he calls a growing hunger to meet, connect and spend time together, with food at the centre of that experience.

Created by Makani Creatives, the campaign comprises three films built around Barbeque Nation’s signature grills and desserts. The storytelling is deliberately sensorial, designed to spark cravings while nudging diners to step out and meet in person.

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Pavan Punjabi, chief integration officer at Makani Creatives, says the idea stems from a familiar contradiction. People are constantly connected, yet meetings with loved ones are endlessly postponed. Milne ki bhookh, he says, is a gentle push to make time for real-life catch-ups, using food as the reason to come together, share a meal and create memories.

The campaign breaks on December 25 with the grilled prawns film and will run for two months, amplified across digital platforms. As the new year begins, Barbeque Nation is betting that the strongest appetite of all is not for food alone, but for each other.

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