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  • Mythik names Preeti Vyas president to steer content and partnerships

    Mythik names Preeti Vyas president to steer content and partnerships

    MUMBAI: Mythik, the tech-first entertainment upstart styling itself as the “Disney from the East”, has hired Preeti Vyas as president of content strategy, partnerships and consumer products.

    Vyas, who previously served as president and chief executive of Amar Chitra Katha, brings three decades of experience across publishing, retail and entertainment. At Amar Chitra Katha, she engineered the heritage brand’s revival, taking it from nostalgia act to profitable modern player while driving readership tenfold to over 6 million globally.

    Her career has spanned founding Fun OK Please publishing, the company behind children’s favourites like Toto the Auto, to senior stints at Future Group, Sony Music, Toys R Us and Crossword. She also piloted transmedia adaptations of franchises such as Tinkle and built licensing deals that expanded their reach.

    At Mythik, she will spearhead efforts to package mythology, history and folktales from the East for a global audience, tapping into new-age distribution and consumer products.

    Mythik, founder and chief executive, Jason Kothari called Vyas “a rare combination of strategic acumen and creative vision” and said her track record of transforming heritage brands would be key to realising the company’s global ambitions.

    Vyas herself described the role as “an opportunity to present stories from our ancient past at a scale never attempted before”.

    Alongside her corporate career, she sits on industry bodies including the Media & Entertainment Skills Council and the Advertising Standards Council of India, giving her a perch at the intersection of policy, talent and content. 

  • Deep shades of Glitz as Asian Paints, Deepika reimagine luxe walls

    Deep shades of Glitz as Asian Paints, Deepika reimagine luxe walls

    MUMBAI: Walls are talking and they’re doing it in style. Asian Paints has unveiled a bold new chapter for its luxury brand Royale Glitz, taking it beyond high-end wall finishes to the realm of full-blown décor inspiration. At the centre of this glossy makeover is none other than Deepika Padukone, making her much-awaited return as brand ambassador, lending her effortless grace to a campaign that paints luxury in fresh colours.

    Royale Glitz now positions itself not as the finishing touch but as the starting point of design stories. With curated textures, statement wallpapers, and a “Glitz Up Your Décor” guidebook packed with QR-linked demos, the campaign shows how a single wall can spark the reinvention of entire living spaces. “It’s about creating emotionally charged spaces that reflect who you are,” said Asian Paints MD & CEO Amit Syngle. “A single wall can bring alive the entire space.”

    Padukone embodies this shift, gliding through a home where walls are canvases of memory, mood, and meaning. With a super-smooth Crème Finish, Teflon Surface Protector, and an 8-year warranty, Royale Glitz mixes artistry with performance, offering homeowners both beauty and durability. Mccann Worldgroup India CEO & CCO Prasoon Joshi  described the film as “an artistic journey every frame as elegant and fluid as the product itself.” For Asian Paints, the message is clear: walls are no longer silent backdrops, they’re storytellers of personal expression.

  • Rural India, local disruptors, small packs drive FMCG growth: Worldpanel

    Rural India, local disruptors, small packs drive FMCG growth: Worldpanel

    MUMBAI: Once a luxury, now a lifestyle. Premiumisation in India is no longer the preserve of posh metros and plush wallets, it’s trickling down to rural towns, reshaping FMCG, and even spilling over into housing, cars and gadgets.

    That’s the big takeaway from Worldpanel India’s latest report, which reveals that premium brands now account for 15 per cent of FMCG volumes across everyday categories like detergents, soaps, toothpaste, tea, biscuits and skincare. And while the trend slowed briefly in 2024, the long-term trajectory is clear: India wants more “premium” and it wants it on its own terms.

    Once seen as laggards in this space, rural households are now powering premium growth. Their share of super-premium volumes has jumped from 30 per cent in 2021 to 42 per cent in 2025, and affordable premium products now see over half their demand from villages.

    It isn’t just multinational giants raking it in. Homegrown disruptors like Burhani liquid dishwash in Madhya Pradesh, AVT gold cup tea in Tamil Nadu, and Meera shikakai shampoo in Karnataka and Odisha are winning hearts by marrying premium positioning with natural, health-focused credentials.

    Bite-sized formats like Sensodyne (75g), Nabati wafers (30g), and Tresemme sachets (6ml) are driving trials without denting the “premium” aura. Even super-premium players like Dove, Malkist and Taj Mahal tea are cashing in with affordable packs.

    It’s not just soaps and snacks. Luxury housing sales (Rs 3 crore plus homes) surged 80 per cent in 2024, premium smartphones grew 8 per cent YoY in Q2 2025, and luxury car sales crossed 50,000 units for the first time. Clearly, India’s “premium” shift is rewriting aspiration itself.

    “Premiumisation in India is no longer restricted to metros or high-income households,” said Worldpanel by Numerator, managing director – South Asia, K. Ramakrishnan. “Rural consumers are becoming aspirational, disruptors are redefining premium, and affluent households are reprioritising spends. For brands, this is both a challenge and a golden opportunity.”

  • Pocket FM dives into kabaddi mat with Patna Pirates partnership

    Pocket FM dives into kabaddi mat with Patna Pirates partnership

    MUMBAI: When stories meet the mat, sparks fly louder than a referee’s whistle. Pocket FM, the world’s largest audio series platform, has inked a strategic partnership with kabaddi heavyweights Patna Pirates for Pro Kabaddi League 2025, signing on as the team’s official entertainment partner.

    The Pirates, three-time PKL champions, embody grit, passion and resilience qualities Pocket FM says mirror its own storytelling ethos. The tie-up will see the platform bring fans closer to their heroes with meet-and-greets, on-ground activations and digital campaigns featuring star players, adding drama beyond the do-or-die raids.

    “Kabaddi, much like our audio tales, is full of drama and emotion,” said Pocket FM SVP and head of brand marketing communications and partnerships Vineet Singh. “Through this collaboration, we aim to celebrate both the game and the stories while building stronger connections with fans across the country.”

    Patna Pirates COO Pawan Rana added, “Our fans are at the heart of everything we do, and this partnership with Pocket FM opens up new ways to engage and excite them. Just as we fight with passion on the mat, Pocket FM will take that journey beyond the game.”

    For Pocket FM, this is not the first foray into the sports arena. The platform has previously partnered with Jaipur Patriots in Ultimate Table Tennis and with The World of Battle BGMI. But with kabaddi’s soaring popularity and PKL’s Season 12 kicking off this August, its alliance with the Pirates could prove to be its biggest sporting raid yet.

  • Rs 20000 plus shoppers steal the spotlight in MiQ festive trends 2025

    Rs 20000 plus shoppers steal the spotlight in MiQ festive trends 2025

    MUMBAI: When it comes to India’s great shopping season, wallets aren’t just opening, they’re positively bursting. Global programmatic media partner Miq’s Festive Shopper Insights 2025 Report finds that nearly half of consumers are gearing up to spend over Rs 20,000 this Diwali, reshaping how brands plan campaigns in the country’s most competitive retail quarter.

    Based on a survey of 4,800 festive enthusiasts, the report spotlights four key shifts. First up: the rise of the Rs 20,000 plus confident spender. About 43 per cent of shoppers, largely 25–34 year olds from Tier I and II cities, are ready to splurge on everything from electronics to limited-edition launches fuelled by discounts, cashback, and influencer-led Fomo. They’re digitally fluent, research six weeks in advance, and make Youtube and social platforms their hunting grounds for deals.

    The second shift is a brand discovery boom. With 45 per cent of consumers open to trying new names, this Diwali levels the playing field between D2C challengers and established giants. Expect AR try-ons, influencer reviews, and viral campaigns to drive choice. Third, advertisers themselves are going early launching campaigns 30 plus days ahead of the festival. Programmatic video, shoppable social, and OTT dominate, though CPMs continue to climb. Finally, regional aspirations are shaping purchase lists: North and Central India eye cars and appliances, South and East want tractors and jewellery despite gold prices, and urban buyers keep gold in vogue as an investment.

    “Festive season is no longer just about shopping, it is about cultural moments amplified by media,” said MiQ chief commercial officer India Varun Mohan. “The new Indian shopper is confident, experimental and digitally led. For brands, the mandate is clear launch earlier, speak authentically across regions, and embrace a full-funnel approach.”

    With CPM inflation and fiercer competition for eyeballs, marketers will need more than deep pockets to win. As MiQ’s report shows, this Diwali isn’t just about lights and laddoos, it’s about who shines brightest in the brand bazaar.

  • Ziroh Labs powers up with Vineet Mittal to scale CPU-native AI future

    Ziroh Labs powers up with Vineet Mittal to scale CPU-native AI future

    MUMBAI: When AI meets ambition, sparks tend to fly and Ziroh Labs has just added fresh fuel to its fire. The Bengaluru-based deeptech startup has roped in industry veteran Vineet Mittal as senior vice president, marking a decisive step in its mission to democratise Artificial Intelligence through CPU-powered innovation.

    Mittal brings more than 20 years of experience in enterprise software, AI, and cloud-scale data platforms, with stints that read like a who’s who of tech heavyweights. At Microsoft, where he most recently served as principal group engineering manager, he led efforts in cloud security, data governance, and a massive log collection and threat detection platform. Before that, his leadership roles at Bluetalon (later acquired by Microsoft), RSA India, and Sun Microsystems saw him shape breakthroughs in secure computing and large-scale data systems.

    For Ziroh Labs, his arrival comes at a pivotal juncture. The company’s flagship Kompact AI platform is rewriting the rules of AI infrastructure by enabling large language model inference on CPUs eliminating the dependence on costly GPUs and unlocking advanced AI for cost-sensitive, data-regulated sectors. With applications spanning BFSI, healthcare, public services, and defence, Kompact AI is positioning itself as a disruptor in AI affordability and accessibility.

    “Ziroh Labs is at the forefront of solving one of the most urgent challenges in AI today delivering scalable AI on existing CPU racks without compromising on output quality,” said Mittal, calling Kompact AI’s CPU-native architecture a “game-changer for democratising access to advanced AI.”

    Ziroh Labs co-founder and CEO Hrishikesh Dewan echoed the excitement: “Vineet’s extensive expertise in cloud platforms, AI infrastructure, and security management makes him the ideal leader to drive the global growth of Kompact AI. His hands-on approach and track record of building high-performing teams will be instrumental as we accelerate our innovation and scale our impact worldwide.”

    As Ziroh Labs eyes global markets with an AI-for-all philosophy, Mittal’s appointment signals more than just a leadership shift, it’s a statement of intent. In a world obsessed with GPUs, Ziroh is betting that its CPU-first strategy, backed by seasoned leadership, will be the real power play in the AI arms race.

  • WPP hires Mariel Maciá as senior director of strategic design for Open unit

    WPP hires Mariel Maciá as senior director of strategic design for Open unit

    MUMBAI: WPP has appointed Mariel Maciá as senior director of strategic design within its WPP Open team, strengthening the agency group’s push to blend human creativity with artificial intelligence in marketing and brand experience.

    Maciá joins after more than five years at McKinsey & Company, where she served as senior service design manager in Berlin. Before that, she held design leadership roles at Die Krieger des Lichts and the innogy Innovation Hub, and earlier worked in film acquisition, production and festival programming across Europe and Latin America.

    Trained in audiovisual narrative in Buenos Aires, Maciá has built a career spanning media, design and digital transformation. At WPP, she will focus on reimagining how design thinking and emerging technologies can unlock new opportunities in advertising, media and customer experience.

    “The journey ahead is incredibly exciting,” she said, adding that she looks forward to collaborating with “the brilliant minds across WPP.”

  • Adfactors PR appoints Shilpa Desai to drive digital and innovation in BFSI and capital markets

    Adfactors PR appoints Shilpa Desai to drive digital and innovation in BFSI and capital markets

    MUMBAI: Adfactors PR has named Shilpa Desai as senior vice-president – digital and innovation for its BFSI and capital markets practices, a move that signals the firm’s intent to hardwire digital transformation into its core financial services offering. Working with the founders and senior leadership, Desai will design and execute initiatives that expand digital capabilities, integrate analytics, and build innovation-led systems to deliver sharper impact for clients and future-proof the organisation.

    With over 20 years of experience, Desai is no stranger to India’s financial sector. She began her career at ICICI Bank before moving to Standard Chartered, where she built the digital marketing practice for India and South Asia. At IDFC Bank, she was part of the founding team, launching the bank in 2015 and later setting up its digital business and marketing analytics functions. She went on to lead brand and marketing at Fullerton India and, most recently, served as executive vice-president and head of marketing at HDFC Ergo.

    In parallel, Desai has also run her own consultancy, Digital by Design, advising institutions on digital-first marketing and transformation. An engineer with an MBA, she is currently pursuing a PhD in management at IIT Bombay, adding academic rigour to her industry experience.

    Her appointment comes as Adfactors PR doubles down on its BFSI and capital markets verticals, a cornerstone of its business. The firm said Desai’s remit will be to strengthen its ability to offer integrated, data-rich, innovation-driven communications solutions at a time when fintech disruption, digital adoption and AI-led marketing are rewriting the rules of engagement.

    Industry watchers say the hire reflects both client expectations and competitive pressure. As BFSI players accelerate digital adoption, PR firms are under pressure to match pace with insight-driven, technology-enabled campaigns that deliver measurable outcomes.

    Adfactors PR, already the largest PR consultancy in India, is betting that Desai’s blend of operational depth, digital vision and sectoral expertise will give it an edge in a market where communications is increasingly inseparable from data and technology.

  • Prem Sagar, veteran cinematographer and TV pioneer, passes on at 81

    Prem Sagar, veteran cinematographer and TV pioneer, passes on at 81

    MUMBAI: Prem Sagar, veteran producer, cinematographer and director, passed on at his Mumbai home on 31 August. He was 81. His son, producer Shiv Sagar, said: “With him, an entire era has gone.”

    Diagnosed with colon cancer a month ago, Sagar returned from hospital on 30 August and passed away peacefully a day later, coinciding with the Ganesh festival and Radha Ashtami. An alumnus of FTII Pune’s 1968 batch, he was a gold medallist for academics and a silver medallist for best student film photography.

    The son of legendary filmmaker Ramanand Sagar, he began with cinema—shooting and directing films with Jeetendra and Hema Malini—before pivoting to television. He launched Sagar Arts’ TV wing with Vikram Aur Betaal, a precursor to the cultural juggernaut Ramayan (1987), later followed by Shri Krishna. He also served as marketing director, travelling the globe to promote the company’s shows.

    Known for his technical originality and embrace of new technology, Sagar continued to stay engaged, even visiting the sets of Kamdhenu Gamata on Star Bharat shortly before his death. Shiv Sagar described him as “a guru, a storyteller, and a visionary who blended humour, patience and spirituality into his craft.”

    A prayer meet will be held in Mumbai on 3 September.

  • Lubrizol names Abhishek Shrivastava as IMEA managing director

    Lubrizol names Abhishek Shrivastava as IMEA managing director

    MUMBAI: Lubrizol has appointed Abhishek Shrivastava as managing director for India, Middle East and Africa (IMEA), underlining the strategic weight of the region in its global growth plans.

    Shrivastava, who has been with the company for nearly two decades, was previously vice-president of innovation and decision science. In that role he drove the development of growth platforms, sustainable product pipelines and digital capabilities. His new remit spans everything from customer engagement to regional manufacturing and supply-chain expansion, with an emphasis on a local-for-local model.

    Lubrizol president and chief executive Rebecca Liebert said Shrivastava’s “blend of industry knowledge, technical depth and ability to match innovation with customer needs” made him the right choice to spearhead the next phase.

    Shrivastava said India, the Middle East and Africa were “dynamic regions full of opportunity and home to exceptional talent”, adding that Lubrizol would double down on localised innovation and partnerships to stay competitive.