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  • Shah Rukh rules screens, but celeb ads lose steam in IPL 18

    Shah Rukh rules screens, but celeb ads lose steam in IPL 18

    MUMBAI: Hindi cinema’s beloved Badshah may have remained the king of cricket screens, but the age of celebrity ads during the IPL has started to cool. According to a TAM Sports report analysing all live matches of IPL 18, the share of celebrity-endorsed commercials dipped by 13 per cent from last season, marking a strategic shift among brands embracing broader creative bets.

    This year, celebrity-endorsed ads comprised 53 per cent of total ad volumes during live matches, down from 59 per cent in IPL 17. Non-celebrity-backed commercials, often grounded in concept-led or product-first storytelling, took the remaining 47 per cent slice — a six-point jump year-on-year.

    Film actors led the celebrity endorsement race, accounting for 50 per cent of ad volumes, while sports personalities made up 32 per cent. In contrast, film actresses featured in just 18 per cent of celebrity-led ads, and TV actors barely registered at 0.16 per cent.

    Despite the overall dip, Shah Rukh Khan continued to reign, claiming eight per cent of all celebrity ad volume share in IPL 18 — a solid, if slightly faded, follow-up to his 13 per cent haul from IPL 17. He was trailed by Ananya Panday (seven per cent), Laksh Lalwani (six per cent), and sporting stalwarts like M.S. Dhoni (five per cent) and Ajay Devgn (five per cent).

    Among sports celebrities, M.S. Dhoni once again led the charge with a 17.3 per cent share, followed by Rohit Sharma (13.6 per cent), Suryakumar Yadav (9.5 per cent), Yashasvi Jaiswal (6.4 per cent), and Mohammed Siraj (6.4 per cent). Notably, IPL 18 saw fewer overall and sports celebrities endorsing brands — dropping from 75+ and 35+ in IPL 17 to 60+ and 15+ respectively.

    The food and beverage (F&B) segment proved irresistible for celebrity endorsements. Two of the top five ad categories belonged to F&B: pan masala and biscuits. The other three categories that dominated celebrity tie-ins were e-commerce gaming, financial institutions, and paints. Collectively, these top five segments accounted for 67 per cent of all celeb-endorsed ad volumes.

    Among advertisers, Sporta Technologies, Parle Biscuits, Vishnu Packaging, Playgames24x7, and RSH Global took the lion’s share, collectively clocking 53 per cent of all celebrity-backed ad space.

    As brands rethink ROI in a cluttered media landscape, the 2025 IPL season shows a noticeable shift toward diversified and cost-conscious strategies — with star power still potent but not quite the only currency.

  • Cannes Lions roars into action with creatives and a Czech first

    Cannes Lions roars into action with creatives and a Czech first

    MUMBAI: Day one of the Cannes Lions International Festival of Creativity 2025 saw a sizzling lineup of winners across the Health & Wellness, Outdoor, Pharma, Print & Publishing, and Audio & Radio categories — and even a historic first Grand Prix for the Czech Republic.

    Lions CEO Simon Cook said, “It’s always an exciting moment when we see the results of our Juries’ hard work in establishing the global creative benchmark. We’re seeing work that not only pushes creative boundaries but also demonstrates the tangible impact creativity can have on business and society. Thank you to all our Jurors for their commitment, time and expertise in selecting the ideas that truly move the industry forward.”

    Ogilvy Shanghai took home the Grand Prix in Pharma Lions for ‘Make Love Last – Bedroom’, a poetic Viagra campaign for Viatris that turned intimacy into art. From 305 entries, 9 Lions were awarded in the category.

    Pharma Lions jury president and Area 23, an IPG Health company, executive VP, executive experience director, USA, Franklin Williams commented, “This piece stood out by saying everything without needing to say a word. Its long-exposure technique delivered intimacy and product benefit with breathtaking subtlety, turning regulation into creative opportunity. Beautifully crafted and emotionally resonant, it made a pharmaceutical brand feel deeply human. For me, it was a bold yet quiet masterclass in storytelling and an unforgettable example of how craft can carry meaning.”

    In Health & Wellness, it was science meets skincare as Ogilvy Singapore scooped the Grand Prix for Vaseline Verified, a savvy campaign that saw scientists test viral hacks and share the truth straight with creators. Out of 1169 entries, 33 Lions were awarded here.

    Commenting on the Grand Prix winner, Health & Wellness jury president and Havas Health Network Global chief creative officer Eric Weisberg said, “People run toward light and away from darkness. With health misinformation becoming a global emergency, we found a bright light in ‘Vaseline Verified’ – —our Grand Prix winner. This work proves how creativity, joy, science, and influencer culture can powerfully unite to fight false narratives, educate, and transform lives.”

    Ruffling feathers with humour, The Best Place In The World To Have Herpes for the NZ Herpes Foundation grabbed the Grand Prix for Good, thanks to its sharp, irreverent take on stigma, national pride and a one-of-a-kind “destigmatisation course”.

    Jury president United Nations Foundation Chief Communications & Marketing Officer David Ohana said, “This year’s Lions Health Grand Prix for Good unabashedly uses humor to tackle a challenging subject and stigmatization. Forget doom & gloom, there’s enough of that already to go around. Our 2025 awardee took a taboo topic and turned it on its head – showing that with a great strategy, a big bold crazy idea (…can only imagine the pitch…), and humor for days, that anything is possible. Brilliant.”

    Meanwhile, Africa Creative DDB São Paulo turned the dial up with One Second Ads for Budweiser, nabbing the Audio & Radio Grand Prix for cleverly compressing iconic songs into blink-and-miss-it spots — then making fans guess them on social media.

    Audio & Radio Jury President and Joe Public Chief Creative Officer, Africa and Middle East, Xolisa Dyeshana said, “Budweiser’s ‘1 Second Ads’ campaign was exceptionally creative, insightful, and fresh. It resonated with the brand, the medium, and most importantly, the target audience. It was an audio-first idea that couldn’t have been pulled off without the power of sound. The execution was flawless, and it achieved the ultimate goal of all communication: keeping people coming back for more.”

    Print & Publishing saw Serviceplan Munich win the Grand Prix for Price Packs for PENNY — packaging that wore its price tag like a badge of honour, ditching design frills in favour of full-throttle affordability messaging.

    Print & Publishing jury president and DM9 Brazil president and chief creative officer Icaro Doria said: “Price Packs is print, is publishing, is packaging and is a point of view! A massive brand statement and commitment to their customers printed on paper for people to see, hold and take it home. We were all deeply impressed with the simplicity, the elegance, the courage and, well, the prices too!”

    In Outdoor, there were two Grands Prix: one went to VML Prague for Phone Break for KitKat, marking Czech Republic’s first-ever Grand Prix. The witty work swapped out people’s phones in public ads with KitKats, reviving the legendary “Have a break” line with a modern-day twist.

    About the work, Outdoor Lions jury president and Ogilvy Latam chief creative officer Keka Morelle said: “Masterclass in Outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection, holding up a mirror to our screen addiction.”

    The other Outdoor honour went to the Paris 2024 Olympic Games campaign, which turned the Seine into a spectacular floating stage, waving France’s tricolour values of liberty, equality and fraternity with high-production swagger.

    Commenting on the second Grand Prix this year, Morelle said, “It’s bold, unforgettable, and a clear reminder of the limitless power of Outdoor. This work redefines public space as a platform not just for visibility, but for meaning, where brand values meet cultural relevance. This is how Outdoor should be seen: expansive, emotional, and essential to authentic brand expression in today’s world.”

    Special awards handed out include:

    ●    Healthcare Network of the Year: FCB Health, Real Chemistry, Ogilvy Health

    ●    Healthcare Agency of the Year: AREA 23, an IPG Health company, New York
        Followed by 21Grams and Ogilvy Health

    So far, it’s less lions lying in the sun, more roaring brilliance from every corner of the globe.

  • Zee greenlights Rs 2,237 crore promoter fund infusion to beef up content and tech push

    Zee greenlights Rs 2,237 crore promoter fund infusion to beef up content and tech push

    MUMBAI: Zee Entertainment Enterprises has flipped the script on its growth journey, approving a Rs 2,237.44 crore promoter fund infusion via fully convertible warrants. The board on Sunday greenlit the preferential issuance of 16,95,03,400 warrants to promoter group entities at Rs 132 apiece — Rs 3.42 above the SEBI-regulated price of Rs 128.58 — as the company races ahead on its mission to become a content and technology powerhouse.

    The move follows a double-header board session where investment bank J.P. Morgan briefed directors on strategic alternatives and market sentiment around the media giant’s stock. The consensus was loud and clear — Zee needed to power up its war chest to tap new opportunities, navigate headwinds, and double down on next-gen entertainment.

    “The Board has deliberated upon the various alternatives discussed with J.P. Morgan and has conducted a thorough evaluation of the Company’s growth plans. The Board believes that the steps being implemented to enhance the promoter shareholding will ensure their added motivation to work in line with the enhanced business plan”, said Zee chairman R. Gopalan.

    Promoters had first expressed their intent to hike stake on 1 May, when the stock was at Rs 106.35. Now, they’ve committed to the higher Rs 132 price, which will raise their holding to 18.39 per cent, pending shareholder approval.

    “The promoters submitted their desire to enhance their shareholding to the Board on 1 May 2025 when the stock price was at Rs. 106.35, however, they are committed to the company and its business even at this higher price”, added Shubham Shree, on behalf of the promoter group.

    Zee has been steadily bolstering its portfolio with action-oriented steps, including the incorporation of three wholly owned subsidiaries and a strategic investment in Bullet — a micro-drama app aimed at younger audiences. In May, it also uploaded a detailed investor presentation spotlighting its roadmap to blend compelling content with bleeding-edge tech.

    The Board’s decision, it noted, would allow the company to buffer its balance sheet against shocks, while also fuelling innovation across its content ecosystem. With over 1.3 billion global viewers and a presence in 190+ countries, Zee has signalled that it’s not just adapting to the evolving M&E landscape — it’s gunning to lead it.

    As India’s entertainment sector becomes more tech-infused and audience-savvy, Zee is positioning itself as both creator and disruptor, building experiences that are as scalable as they are sticky.

  • Hoopr Smash adds 450+ Salim–Sulaiman tracks via Merchant Records to power legal music licensing boom

    Hoopr Smash adds 450+ Salim–Sulaiman tracks via Merchant Records to power legal music licensing boom

    MUMBAI: In a digital world where content is king and background music makes the crown sparkle, the stakes for licensing music just got louder. Hoopr Smash has struck a strategic partnership with Merchant Records—the label founded by composer duo Salim–Sulaiman—bringing over 450 new tracks into its fast-expanding library.

    The partnership marks a high-decibel leap for India’s legal music licensing ecosystem. Hoopr Smash now offers a robust catalogue of more than 18,500 tracks, reinforcing its role as the go-to destination for brands, creators and agencies seeking fully compliant audio content.

    With a musical legacy spanning 25 years, Merchant Records has worked with some of the most recognisable voices in India, including Sonu Nigam, Shreya Ghoshal, Arijit Singh and Sunidhi Chauhan. The label’s iconic IP Bhoomi, now in its sixth edition, celebrates India’s folk and spiritual heritage—tracks that have trended across platforms like Instagram and Youtube.

    “Our catalogue—spanning culturally rich tracks, truly independent music, and original music IPs like Bhoomi—has long been part of India’s sonic landscape. With Hoopr Smash, we’re excited to bring this body of work to brands and creators through a platform that values compliance, transparency, and technology. This partnership gives us the ability to monetise our music more efficiently while providing creators a legal and scalable solution to use the sounds their audiences already love. It’s a win for the ecosystem at large”, said Merchant Records co-founder Salim Merchant.

    India’s content economy sees over 80,000 brands generating digital content daily—87 per cent of which reportedly violate music licensing norms. With unlicensed usage contributing to an estimated Rs 8,000 crore loss annually, platforms like Hoopr Smash aim to close the gap between legality and creativity.

    “India’s music ecosystem is at a turning point. With over millions of content pieces created daily by 80 million content creators, the demand for high-quality, culturally relevant music is soaring—but so is the need for legal, ethical, and transparent licensing. Our collaboration with Merchant Records is an important step in addressing this gap. Salim–Sulaiman’s legacy and versatility has inspired and shaped generations, and we plan to create a structured, inclusive, and future-ready music licensing ecosystem together. At Hoopr, we aim to empower creators, protect rights and enable brands to tell stories with music in a way that’s free of legal uncertainties. This isn’t just about access; it’s about impact, equity, and sustainability in how music is used and monetized in the digital era, especially when over Rs 8,000 crore is lost annually due to unlicensed usage”, said Hoopr co-founder & CEO Gaurav Dagaonkar.

    Hoopr co-founder & CRO Meghna Mittal highlighted that Hoopr Smash is powered by a compliance-first, tech-driven platform designed to streamline music licensing at scale. “Collaborating with Merchant Records—whose repertoire includes some of India’s most iconic and culturally significant music—is a significant milestone for us”.

    Merchant Records CEO Shivansh Jindal reinforced the need to align reach with responsibility. “Partnering with Hoopr Smash enables us to take a major step in that direction. It’s not just about licensing—it’s about building a culture of respect for music, and ensuring that the industry grows on the foundations of fairness, creativity, and collaboration”.

    As brands and creators compete to stand out in India’s content boom, this partnership promises to hit the right note—legally, ethically, and loud enough to be heard above the digital noise.

  • Dam Good Fish rebrands with hook, wave and colour to reel in modern India’s sustainable eaters

    Dam Good Fish rebrands with hook, wave and colour to reel in modern India’s sustainable eaters

    MUMBAI: Fishing for change just got literal. India’s seafood brand known for its wild-caught, chemical-free offerings, Dam Good Fish has cast its net wide with a bold new brand identity. The overhaul, revealed on 17 June 2025, signals a deeper commitment to sustainability, conscious consumption, and a seafood-first philosophy that’s as clean as the fish it sells.

    This isn’t just a shiny new logo and colour palette. The rebrand includes a redesigned website, sharper product storytelling, and visual elements that represent the brand’s core values: no shortcuts, no toxins, and no industrial farming.

    The logo itself is layered with meaning. The Waves stand for the brand’s wild-caught origins—far removed from antibiotic-fed aquaculture. The Fish icon symbolises singular focus, as Dam Good Fish stays loyal to its core: high-quality, no-compromise seafood. The Hook pays homage to traditional, ethical fishing methods in a world increasingly overrun by mass-produced protein.

    “This rebranding is more than just a new look — it’s an evolution of our purpose. We’re making conscious seafood consumption a mainstream choice, by making it easy, exciting, and accessible”, said Dam Good Fish co-founder Shailesh Patel.

    The brand has also dialled up its colour story. The Red in the logo captures the warmth and freshness of fish meat. The Blue evokes pristine water, the only kind Dam Good Fish claims its produce comes from. Together, they reflect a supply chain that is cold-chain verified, free of growth hormones, artificial feeds, or antibiotics.

    With its philosophy of ‘good for you, good for the planet’, Dam Good Fish continues to position itself as the go-to for sustainable, responsibly sourced seafood in India. This rebrand isn’t just surface-level—it aims to turn clean seafood from a niche habit into a national movement.

  • Vikram Solar launches first TV ad with a warm ‘Khushiyon Wali Sunshine’

    Vikram Solar launches first TV ad with a warm ‘Khushiyon Wali Sunshine’

    MUMBAI: When was the last time a solar ad made you smile? Vikram Solar’s first-ever TVC might just be that moment. In a heartwarming debut on national screens, the company’s new campaign ‘Khushiyon Wali Sunshine’ swaps jargon for joy and kilowatts for connection led by a cheerful child and one magic word: “Hanji”.

    Set in a sleepy hill town, the ad follows a young host whose sunny disposition powers every scene. As family and guests make requests, he answers each with a confident “Hanji”, taking care of every comfort from adjusting lights to managing the vibe. But this isn’t just a slice-of-life tale. It’s a metaphor. With every “Hanji”, Vikram Solar subtly makes its pitch: solar energy can be just as seamless, caring and reliable as that helpful child.

    This marks the first television splash for Vikram Solar, one of India’s largest solar PV module manufacturers. The campaign captures the company’s 20-year journey from solar player to purpose-driven brand, rooted in innovation and community upliftment. The message is clear with clean energy, sunshine isn’t just power, it’s happiness.

    “As a brand, we wanted to go beyond panels and power,” said Vikram Solar chairman and managing director, Gyanesh Chaudhary “‘Khushiyon Wali Sunshine’ is about reminding people that solar isn’t only about savings or sustainability, it’s about joy, warmth, and building a better tomorrow. This TVC lets us tell that story with heart.”

    The campaign’s momentum has been building throughout the year. Earlier in 2025, Vikram Solar launched the “Khushiyon Wali Sunshine” brand initiative and joined hands with Kolkata Knight Riders as their official Clean Energy Advocate during the IPL season. With the TVC now live across national channels and digital platforms, the message goes mainstream: solar is not only smart, it can be soulful too.

    Backed by a multimedia rollout and social media activations, the film aims to win over a new generation of clean energy adopters one emotional beat and one “Hanji” at a time.

  • JioStar Kids’ Network teams up with Aamir Khan’s Sitaare Zameen Par for a toon-filled mega contest

    JioStar Kids’ Network teams up with Aamir Khan’s Sitaare Zameen Par for a toon-filled mega contest

    MUMBAI: Cinema just met cartoons, and kids across India are cheering. In a blockbuster cross-screen move, JioStar Kids’ Network has partnered with the upcoming Hindi cinema release Sitaare Zameen Par, offering children a once-in-a-lifetime chance to meet Aamir Khan—on and beyond their TV screens.

    The campaign is part of a strategic collaboration between the film’s marketing team and JioStar Kids’ Network, which operates top kids’ channels like Nick, Sonic, Disney Channel and Hungama. As the official Kids channel partner for the film, JioStar is rolling out a week-long promotional blitz featuring Aamir Khan alongside the network’s beloved toon characters.

    At the centre of the campaign is a high-energy on-air contest where lucky winners get to meet the superstar himself. Kids are invited to tune in and participate, with the contest designed to deepen viewer engagement through storytelling, imagination, and real-world rewards.

    This partnership blends the magic of cinema with the influence of JioStar toons, offering a real-world experience that not only attracts young audiences but also deepens brand love and engagement in ways that go beyond the screen.

    JioStar, known for crafting homegrown characters and filling content gaps in the kids’ space, brings its audience insights and engagement know-how to the table—ensuring that the partnership does more than promote a film. It builds cultural recall and excitement, especially with a title as emotive as Sitaare Zameen Par, set to release in cinemas on 20 June.

    With Aamir Khan’s star power, JioStar’s cartoon magic, and a campaign that brings both together, kids are in for a treat—and maybe, a handshake with a superstar.

  • Abnd gives a fresh nappy twist to Growgether’s brand birth

    Abnd gives a fresh nappy twist to Growgether’s brand birth

    MUMBAI: Abnd, the brand brains behind some of India’s sharpest consumer identities, has helped Rimashi Lifestyle deliver its latest bundle of joy — Growgether, a clever new parent-and-baby care brand born from the ethos of “Raising Better.”

    More than just bibs and baby wipes, Growgether positions itself as a full-blown support system for modern parenting — part smart essentials, part warm, fuzzy community. The name, a playful portmanteau of “growing together,” signals the brand’s mission to grow with parents, not just their tiny tots.

    From verbal flair to visual cuddle, Abnd built the brand ground up — developing a strategy, identity and packaging suite that plays nice with both sensibilities and style.

    “Working on building Growgether has been a deeply meaningful collaboration,” said Abnd founder-partner Kunal Vora. “The brand’s focus on raising better parents as a pathway to raising better children and ultimately communities, is both timely and transformative, and we’re proud to have helped bring that vision to life.”

    “Parenting isn’t about perfection-it’s about evolving, learning, and showing up every day. At Growgether, we endeavour to redefine what it means to raise a child by first empowering the caregivers who shape their world. Because when parents are supported, they are truly enabled and children flourish. Our products, community, and tools aren’t just for children; they’re for the parents who nurture them, worry over them, and love them fiercely, often while doubting themselves. This is at the heart of Growgether and our Raising Better initiative,” said Growgether co-founder & CEO Daman Gill.

    “We created Growgether after living through the beautiful mess that is new parenthood ourselves. The sleepless nights, the 3 AM doubts, the flood of unsolicited advice, and the moments when you feel completely alone. We wanted to build a space filled with warmth, understanding , and the reassurance every new parent deserves. Every product we design, every resource we share, is our way of gently reminding you: ‘You’re doing better than you think.’ Growgether isn’t just a brand-it’s the village we all wish we had,” said Growgether co-founder and chief product officer Ritika Gill.

    Growgether has quietly soft-launched on a few e-commerce shelves, with a broader rollout and a shiny new D2C website expected soon.

  • Bata laces up for change as Panos Mytaros steps in as new global CEO from 15 September 2025

    Bata laces up for change as Panos Mytaros steps in as new global CEO from 15 September 2025

    MUMBAI: The shoemaker is getting new boots at the top.

    The Bata Group has announced the appointment of Panos Mytaros as its new global chief executive officer, effective 15 September 2025. Mytaros will succeed Sandeep Kataria, who has led the company since 2020, guiding it through a stormy period marked by the pandemic and sweeping changes in the retail world.

    The leadership transition signals a new chapter for the nearly century-old footwear giant. Kataria exits after five years at the helm, during which he turbocharged Bata’s digital shift, modernised operations, and expanded the brand into fresh markets. His tenure laid the foundation for what the company calls its “next phase of growth”.

    “Panos is a proven leader with deep industry knowledge and a passion for footwear craftsmanship”, said Bata Group chairman Graham Allan. “His track record in brand building and developing compelling footwear collections, as well as in leading complex international organisations, made him the ideal candidate to guide Bata through our next phase of growth. We are delighted to welcome Panos to the Bata Group”.

    Mytaros brings over three decades of experience in the footwear and leather industry. He previously served as Ecco CEO from 2021 to 2024 and held multiple senior leadership roles at the Danish footwear brand before that. Known for balancing design with discipline, Mytaros is expected to drive Bata’s brand-led evolution across its global footprint.

    While Kataria’s leadership helped Bata navigate disruption and digitise its business core, the baton now passes to Mytaros, who inherits a leaner, more agile organisation poised to scale globally. The company has expressed its gratitude to Kataria for his contributions and extended a formal welcome to the incoming chief.

    With this change at the top, Bata signals that it’s ready to walk confidently into a new era—one foot in heritage, the other in innovation.

  • Pocket Entertainment names Umesh Bude as CTO to lead AI-powered storytelling revolution

    Pocket Entertainment names Umesh Bude as CTO to lead AI-powered storytelling revolution

    MUMBAI: In the world of audio-led content, Pocket Entertainment just rewrote the tech playbook. The company has elevated Umesh Bude to chief technology officer (CTO), tasking him with steering its ambitious journey into the future of AI-powered storytelling.

    The move places Bude at the helm of the company’s end-to-end technology strategy across all platforms—Pocket FM, Pocket Toons, and Pocket Novel. As CTO, he will lead efforts to craft intelligent, emotionally attuned user experiences by blending generative AI with scalable product design.

    “It’s a privilege to take on this responsibility at such an exciting time for Pocket Entertainment. I look forward to driving the next wave of innovation, where technology and AI are not just enablers, but storytellers in their own right”, said Bude.

    With nearly 20 years of experience across engineering, platform security, and data science, Bude has played a key role in scaling Pocket Entertainment’s tech infrastructure from scratch. His elevation underscores the company’s ambition to lead at the intersection of entertainment and machine intelligence.

    “We are at a pivotal moment in our journey where technology and creativity are deeply intertwined. As we reimagine storytelling for the AI era, technology is the foundation”, said Pocket Entertainment co-founder Prateek Dixit. “Umesh’s elevation is a reflection of our ambition to lead this transformation from the front. His leadership will be central to creating intelligent, emotionally aware experiences that push the boundaries of what storytelling can be”.

    Bude will continue reporting to Dixit as he leads initiatives to strengthen the company’s generative AI muscle, ensure seamless cross-platform integration, and pioneer tools that empower storytellers and users alike. With this shift, Pocket Entertainment reaffirms its commitment to turning code into creativity—one line, one story at a time.