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  • Dentsu Creative names John Mescall global chief creative partner

    Dentsu Creative names John Mescall global chief creative partner

    MUMBAI: Dentsu Creative has appointed John Mescall as its global chief creative partner, a move designed to sharpen the agency’s creative edge and align standards across markets.

    Based in New York, Mescall will work closely with Yasu Sasaki, Dentsu’s global chief creative officer, to strengthen creative craft, foster collaboration and integrate emerging technologies like AI into workflows. He will also focus on talent development across the network.

    “What drew me to Dentsu Creative is its deep belief in the power of creativity to drive meaningful impact,” said Mescall. “It’s rare to find a global organisation so aligned in purpose yet so attuned to the strengths of its local teams.”

    Mescall is one of advertising’s most decorated creative leaders. At Mccann Worldgroup, where he served as global executive creative director and president of its global creative council, he helped steer the network to Cannes Lions and Effie global network of the year titles. His career haul includes more than 100 Cannes Lions, eight of them Grand Prix, along with top honours at D&AD, One Show, Clio and beyond. Adweek has named him to its creativity 50, while Business Insider ranked him among the world’s top 10 most creative people in advertising.

    Dentsu Creative, global president, Abbey Klaassen said Mescall’s “ability to unite teams around a shared vision” will be key to scaling the agency’s creative impact. Sasaki added that his appointment reflects the network’s “commitment to transformative creativity that delivers cultural and business impact.”

     

  • Italy’s OVS to debut at Pacific Mall, New Delhi

    Italy’s OVS to debut at Pacific Mall, New Delhi

    MUMBAI: Italian fashion powerhouse OVS is stepping into India with its first store at Pacific Mall, Tagore Garden, New Delhi, this October. The launch marks a milestone in the brand’s global journey, introducing its signature philosophy, “Love people, not labels”, to one of the world’s most dynamic fashion markets.

    Spread across 9,000 square feet, the New Delhi outlet will showcase OVS’ latest store concept, designed for a modern and seamless shopping experience. Customers can explore a versatile portfolio ranging from everyday essentials to premium lines, including PIOMBO, B angel, Les Copains, and Utopja. Each collection blends Italian craftsmanship with contemporary design and affordability.

    With more than 2,200 stores worldwide,1.63 billion euros in sales in 2024, and over 6 million loyal customers, OVS has long established itself as a global fashion leader. Its entry into India signals the brand’s commitment to making trend-driven Italian fashion accessible to all.

    OVS India, managing director, Sundeep Chugh said, “India is one of the most dynamic fashion markets in the world, driven by its young demographic and a growing appetite for global style. With our launch in New Delhi, we are introducing OVS’ unique proposition: Italian design, quality, and affordability, to Indian consumers. This is just the beginning of our journey, and we are confident OVS will soon become a go-to fashion destination in India.”

    Adding a creative note, OVS creative director Massimo Piombo said, “I design my collections for everyone, with the goal of inspiring customers to let their imagination run free. Italian style, with its infinite variety, infuses all OVS collections. India presents a tremendous opportunity, and I am thrilled to bring the OVS experience to such a vibrant, style-conscious market.”

    True to its values, OVS also brings a strong sustainability focus, emphasising conscious sourcing and production practices that make fashion both stylish and responsible.

    To celebrate its India debut, the first 100 customers on launch day will receive a surprise gift.

  • Cricket goes widescreen as PVR Inox brings Asia Cup 2025 to cinemas

    Cricket goes widescreen as PVR Inox brings Asia Cup 2025 to cinemas

    MUMBAI: Popcorn, plush seats, and a sixer on the big screen PVR Inox is giving cricket a cinematic twist. The country’s largest multiplex chain has teamed up with ITW Universe and the Asian Cricket Council (ACC) to beam the Asia Cup 2025 India fixtures live across more than 200 cinema screens nationwide.

    The first blockbuster is, of course, the India–Pakistan clash on 14 September 2025, followed by India vs Oman on 19 September, the Super Four matches from 20–26 September, and the grand finale on 28 September. Tickets for the screenings go live on 11 September, with fans promised an atmosphere as electrifying as a stadium, only with better acoustics.

    “We are thrilled to bring cricket’s biggest rivalry to the silver screen,” said PVR Inox lead specialist for innovation, film marketing & digital programming Aamer Bijli. “Cricket in India is more than a sport, it’s an emotion. By showcasing these highly anticipated matches on the big screen, we aim to create a community viewing experience like no other.”

    For ITW Universe, the collaboration is about turning fandom into a shared spectacle. “The Asia Cup is the pinnacle of Asian cricketing rivalry. Watching it in cinemas is larger than life and deeply immersive,” noted ITW Universe co-founder Bhairav Shanth crediting the ACC for awarding public screening rights.

    The ACC too sees this as a leap in accessibility. “Bringing live matches into nationwide cinemas reflects our commitment to making cricket more inclusive,” said ACC GM for finance and ops Thusith Perera.

    This move is part of PVR Inox’s alternate content strategy, which has already seen screenings of live concerts, cultural events, and gaming tournaments. With cricket now joining the line-up, the multiplex chain is firmly positioning cinemas as community hubs, not just movie halls.

    So whether you’re after cover drives or cover songs in between overs, PVR Inox is betting that this season, the Asia Cup will be as much about the big screen as the big game.
     

  • Guru Samruddhi serves up GS Delhi Aces with Leander Paes as ambassador

    Guru Samruddhi serves up GS Delhi Aces with Leander Paes as ambassador

    MUMBAI: Guru Samruddhi House of Investments has stepped onto the sporting court with the acquisition of the GS Delhi Aces franchise in the Tennis Premier League (TPL). The announcement comes ahead of the league’s seventh edition, with tennis icon Leander Paes joining as brand ambassador.

    The launch, held in Dubai on 10 September, was a historic first for TPL as the team unveiled itself on an international stage. The evening drew over 500 attendees, with Paes receiving a rousing welcome alongside blessings from Sadguru Shri Guruji. [sic]

    18-time Grand Slam champion and Olympic medallist, Paes said, “I have been a part of TPL since its inception. This year is a special one for the league as it will become India’s fourth sporting league to complete seven successful seasons, and I am delighted to be associated with GS Delhi Aces.”

    With this acquisition, Guru Samruddhi, a diversified group spanning co-operative societies, insurance, tourism, and real estate, has added professional sport to its portfolio. CMD Vijay Pusdekar said, “We are immensely proud to represent the confidence of putting on a good show for tennis fans in Delhi and across the country.”

    The Tennis Premier League, featuring eight franchises, continues to expand its star-studded roster. Alongside Paes, the league boasts ambassadors and owners such as Sania Mirza (Gurgaon Grand Slammers), Mahesh Bhupathi (SG Sports), Rakul Preet Singh (Hyderabad Strikers), and Sonali Bendre (Chennai Smashers).

    Welcoming the new team, TPL co-founder Kunal Thakkur said, “This year, for the very first time, the league will feature ATP top-ranked players within 30–50.” Fellow co-founder Mrunal Jain added, “With visionary partners like Guru Samruddhi, we are confident this season will be historic, competitive, and truly memorable. 

  • Instagram reels tops India’s short-video charts

    Instagram reels tops India’s short-video charts

    MUMBAI: It’s reel life, not real life, that has India hooked. Five years since its debut, Instagram reels has danced its way to the top of the short-video throne, leaving rivals trailing behind.

    A new IPSOS study commissioned by Meta shows that reels has become the country’s favourite short-form video platform. Out of more than 3,500 people surveyed across 33 Indian cities, a staggering 92 per cent picked reels over other formats, making it more popular than television, Youtube or any competing app.

    The numbers are eye-catching. Nearly everyone watches short-form video daily, and 95 per cent of those surveyed say they watch reels every day, putting it at least 12 points ahead of other platforms. It’s not just a Gen Z craze either. Reels is also the go-to for urban audiences in higher-income households.

    Meta India’s boss Arun Srinivas puts it simply. “India is leading the world in video adoption, and Reels is at the centre of this shift.”

    From viral dance-offs to grwm tutorials and witty memes, Reels has become the cultural engine of India’s internet. The study found that viewers flock to content in fashion, beauty and film, consuming 20–40 per cent more of it here than on other platforms. For creators, reels is even more powerful. Engagement levels are about one third higher compared to competing apps.

    It’s not just entertainment. Reels is also driving business. Eight in ten Indians say they discover new brands on Meta’s platforms. Ads on reels are proving potent too, with twice the top-of-mind recall and four times the message association of long-form video ads.

    In short, reels is more than a passing trend. It has reshaped how India consumes video, spurred creators to new heights and become a launchpad for brands. For marketers, the message is clear: think in reels or risk being left out of the picture.

     

  • News18 India stays a cut above as Hindi news crown slips from rival Aaj Tak

    News18 India stays a cut above as Hindi news crown slips from rival Aaj Tak

    MUMBAI: When it comes to news wars, News18 India is scripting the headline itself by clinching the Hindi news crown yet again. The latest BARC report cements its dominance, showing the channel outpacing rival Aaj Tak by a clear margin across both overall and primetime viewership.

    Between Week 32’25 and Week 35’25, News18 India drew a whopping 83,768 AMA’000s, leaving Aaj Tak trailing at 79,108 AMA’000s. The gap widens in the fiercely contested evening primetime slot (6 pm–11 pm), where over 12 weeks (Week 24’25–Week 35’25) News18 India commanded 36,480 AMA’000s, while Aaj Tak managed 27,916 AMA’000s. (Source: BARC | TG: NCCS All 15 plus | HSM).

    This streak of leadership underscores how the channel has become the go-to destination for audiences seeking credible, fast, and impactful journalism. Its combination of breaking news speed, on-ground reporting, and sharp debates has given it a formidable edge in the Hindi-speaking markets.

    Fronting this rise are a powerhouse of star anchors Kishore Ajwani, Amish Devgan, Rubika Liyaquat, Prateek Trivedi, Aman Chopra and Pankaj Bhargava whose shows consistently set the evening agenda with fiery debates and exclusives.

    Part of the larger News18 Network, the channel has also extended its clout beyond TV screens, strengthening its hold across digital platforms to capture viewers wherever they consume news.

    With these numbers, News18 India isn’t just reporting the story, it’s becoming the story, turning primetime battles into a showcase of audience trust and loyalty.

  • Candyman turns kids into storybook stars with ‘Once Upon a Time’

    Candyman turns kids into storybook stars with ‘Once Upon a Time’

    MUMBAI: Bedtime stories just got a sugar rush. ITC Candyman, the confectionery brand known for its vibrant flavours and cheeky charm, has launched a new initiative ‘once upon a time by Candyman’ that turns children into the heroes of their very own storybooks.

    In a world where digital distractions often steal reading time, the brand is reimagining storytelling as a personalised, interactive experience for families. Parents can now log onto the Candymanclub website, pick from a range of whimsical tales, and with just a few clicks seamlessly weave their child’s name and photograph into the storyline. The result? A printed or digital book where the child doesn’t just read the adventure, they live it.

    The stories, brimming with mischief, magic, and epic little quests, are designed to keep young readers engaged on every page. The idea is simple but powerful: instead of watching others play the hero, children see themselves centre stage.

    “With Once Upon a Time by Candyman, our goal is to spark kids’ imagination and make reading a delightful family ritual,” said ITC Limited vice president and head of marketing for chocolates, coffee and confectionery, foods division Anuj Bansal. “When children see themselves as the heroes of their own adventures, it builds confidence, joy, and memories that last.”

    The platform is secure, easy-to-use, and family-friendly, blending creativity with digital innovation. Parents can personalise multiple stories, creating keepsakes that combine entertainment with bonding.

    For Candyman, a brand rooted in fun and flavour, this initiative is more than playful mischief, it’s about making reading irresistible in the swipe-and-scroll age. By giving children the spotlight in their own tales, the brand is not just sweetening storytime but fostering a love of storytelling that could last well beyond childhood.

  • IBC 2025 brings the future of media to Amsterdam

    IBC 2025 brings the future of media to Amsterdam

    AMSTERDAM: Amsterdam’s RAI convention centre will become the global capital of media and technology from 12–15 September when IBC 2025 opens its doors to broadcasters, streamers, studios and tech firms from around the world.

    The show will run 10:30–18:00 on opening day, 09:30–18:00 across the weekend and close at 16:00 on Monday. Organisers have built the edition around the theme of innovation, with a newly minted Future Tech hub in Hall 14. Here visitors can test emerging tools such as artificial intelligence, cloud-native production workflows, augmented reality, virtual sets, immersive audio-visual formats and sustainability-driven hardware.

    A three-day conference, from 12–14 September, features more than 300 speakers drawn from major broadcasters, global streaming platforms, technology vendors and creative studios. Panels will probe platform evolution, revenue models, AI integration and the next wave of interactive storytelling. JioStar’s Prashant Khanna is one of the headlined speakers being featured at IBC this year. 

    Elsewhere, the IBC Innovation Awards will celebrate cutting-edge deployments, while the Accelerator Media Innovation Programme offers collaborative trials of experimental tech. Free-to-attend theatres and showcase stages promise continual demos and debate on content delivery, rights management, talent development and the fast-changing business landscape.

    Beyond the exhibition floor, organisers are pitching IBC 2025 as a working laboratory: a place where engineers, producers and executives can handle new kit, swap ideas and chart the next phase of global media transformation.

  • Sanya Malhotra takes Flite forward with style in new Saatchi campaign

    Sanya Malhotra takes Flite forward with style in new Saatchi campaign

    MUMBAI: Bollywood’s Sanya Malhotra is putting her best foot forward, literally as the new face of Flite, India’s leading family fashion footwear brand from Relaxo. In a fresh campaign by Saatchi & Saatchi India, the actor breathes life into Flite’s iconic tagline, “Sar Utha, Kadam Badha”, repositioning the brand as more than everyday comfort, it’s a stride of confidence, ambition, and style.

    The campaign’s heart beats for the everyday achievers people who rise above modest beginnings and keep walking tall despite challenges. Sanya embodies this journey herself, reflecting the grit and determination of millions across India. The campaign film concludes with the rallying call of “Sar Utha, Kadam Badha”, positioning Flite as the stylish companion on this onward march.

    “It’s been a whirlwind journey down several new roads,” said Saatchi & Saatchi India chief creative officer Rohit Malkani. “From finding the right celebrity to creating a contemporary visual language, this narrative builds on the ethos but evolves it showcasing not just struggles, but Sanya’s grit and fashionable flair.”

    For Relaxo, the association signals more than celebrity endorsement. Relaxo Footwears Ltd VP for marketing Manoj Lalwani called it “the start of an exciting new chapter,” with a 360° campaign spanning digital, retail, and television to ensure deep consumer connect. “With ‘Har Kadam Stylish’ as your way of life and ‘Sar Utha Kadam Badha’ as your way forward, we’re confident this will spark strong resonance,” he added.

    Since winning the business in 2021, Saatchi has consistently evolved Flite’s brand language. Saatchi & Saatchi India head for North & East Hindol Purkayastha, noted that the new film leverages the strong recall of the tagline to reach younger audiences while cementing Flite as a design-led lifestyle choice.

    The campaign blends Flite’s comfort, durability, and contemporary design into a narrative of ambition. Rolling out across television and digital platforms, it reinforces the footwear’s role as a stylish partner in resilience and progress urging Indians everywhere to keep their heads high and steps bold.

  • Puntoon Kids levels up with safe and fun learning-through-play gaming app

    Puntoon Kids levels up with safe and fun learning-through-play gaming app

    MUMBAI: Puntoon Kids, one of India’s fastest-growing fun-learning platforms with over 9 million subscribers, has expanded beyond Youtube with the launch of its first gaming app and the numbers are already impressive. In just one month, the Puntoon Kids games app has crossed 1,05,000 organic downloads on the android play store.

    Built around the brand’s flagship characters Gattu and Chinki, the app is designed for children aged three and above, offering a mix of storytelling, puzzles, and interactive play that also sharpens logical thinking, memory, hand–eye coordination, creativity, and problem-solving.

    Safety and credibility remain at the core. The app has earned Google Play’s teacher approved badge, sits within a select pool of child-safe apps vetted by educators, and is fully COPPA compliant with multiple levels of authentication.

    Puntoon Kids, ceo and founder, Sourabh Kumar said, “At Puntoon Kids, we believe fun and learning are inseparable. Guided by our 3C philosophy: Culture, Curriculum and Curiosity, the app ensures children not only enjoy themselves but also develop important skills and values through play.”

    Priced at Rs 699 a year (Rs 58 a month), the subscription offers premium access to exclusive games alongside free content for all users.

    The launch marks Puntoon Kids’ evolution from a Youtube-led storytelling platform into a broader edutainment ecosystem. For brands, it also opens up meaningful collaboration opportunities in a safe, parent-trusted environment.