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  • Figo India launches its first TV campaign to scrub away stains-and stereotypes-in Indian homes

    Figo India launches its first TV campaign to scrub away stains-and stereotypes-in Indian homes

    MUMBAI: Mops may not start revolutions, but sometimes a detergent commercial can. Figo India Pvt. Ltd. has aired its first-ever television campaign, and it’s not just talking about stubborn stains—it’s stirring up conversations about modern households, equal responsibility, and cleaning with purpose.

    The campaign spotlights two of the company’s flagship products—Figo Premium Detergent and Figo Dishwashing Liquid Gel. Through warm, slice-of-life visuals and rhythmic storytelling, the ad films aim to portray contemporary Indian homes where wiping spills and washing dishes are no longer gendered duties but gestures of care, collaboration and intention.

    “This campaign marks a new chapter for modern Indian households where cleaning is no longer a chore assigned by gender, but an act of shared love and care. With Figo Dishwashing Liquid Gel, we’re not just cleaning plates, we are challenging mindsets and celebrating equality at home. Ab Figo ke saath, ‘Ek Nayi Shuruaat Karega India’”, said Figo India Pvt. Ltd senior associate director O P Khanduja.

    The detergent ad leans into emotional chaos—paint stains, pasta spills, and pillow fights—as metaphors for joy, anchored by the brand’s punchline: “Daagon ko boliye Go!” The brand positions itself as a facilitator of memory-making, not just mess-removing.

    A proudly Indian brand, Figo operates across home care, personal care and fabric care categories, built on its signature Triple ‘S’ formula—Self to Surroundings Sanitisation. The brand merges safety, affordability and performance while reimagining the meaning of domestic luxury.

    To amplify its messaging, Figo has roped in The Crayons Network as its media agency. “We are glad to partner with Figo, an emerging brand that blends performance with purpose. Their commitment to redefining home care aligns perfectly with our vision, and we look forward to making Figo a household name across India”, said The Crayons Network ED Ranjan Bargotra.

    The Crayons Network VP – Mumbai Rohit Thakkar added, “We are excited to be on board with Figo at such a pivotal time. Through a sharp and strategic media approach, we aim to drive awareness, spark trials, and ultimately earn Figo a trusted place in every Indian household”.

    The campaign is now live across leading national TV networks and is expected to reach millions of viewers over the coming weeks.

    Rooted in its ethos of ‘Rooted in India, Reaching the World’, Figo is looking beyond selling products—it’s pitching a cultural upgrade to how Indian homes clean, connect and co-exist.

  • Canara HSBC banks on Jasprit Bumrah and Sanjana Ganesan to bowl over life goals

    Canara HSBC banks on Jasprit Bumrah and Sanjana Ganesan to bowl over life goals

    MUMBAI: In a move that fuses cricket, commitment, and couple goals, Canara HSBC Life Insurance has named India’s ace pacer Jasprit Bumrah and his wife, sports presenter Sanjana Ganesan, as brand ambassadors. The company aims to deepen its emotional pitch with consumers under its promise-driven campaign: ‘Promises Ka Partner’.

    The New Delhi-headquartered insurer announced the partnership, tying it to values of trust, consistency, and planning—traits mirrored both in insurance and the couple’s personal journey. Bumrah is exclusively represented by Rise Worldwide.

    “Life insurance, at its core, is a promise to stand by someone not just in the good times, but through every life stage”, said Canara HSBC Life Insurance CDO – alternate channels & CMO Rishi Mathur. “Jasprit’s consistency and quiet resilience mirror the trust our customers place in us. Sanjana brings with her a voice of credibility, and connection”.

    Bumrah echoed that sentiment, stating, “I believe that every promise you make — whether on the field or in life — comes with responsibility. Sanjana and I have always believed in planning ahead and supporting each other through every phase”.

    Ganesan added, “To me, being a partner means being dependable — not just when it’s convenient, but when it truly counts”.

    The insurer will soon launch integrated campaigns spotlighting the duo, aimed at engaging millennial audiences, young families, and India’s emerging affluent segment. The storytelling-led initiatives will showcase themes of responsibility, planning, and modern partnership.

    Canara HSBC Life Insurance’s messaging syncs neatly with the public personas of Bumrah and Ganesan. He is known for calm under pressure and she for grace and clarity in sports broadcasting. Together, they embody a contemporary couple planning with intent and showing up when it matters—just like the brand claims it does.

  • Aleph drops the donut as it rebrands Mediadonuts across APAC in digital power play

    Aleph drops the donut as it rebrands Mediadonuts across APAC in digital power play

    MUMBAI: When global ambition meets local appetite, even digital donuts don’t last long. Aleph, the international digital media giant, has rebranded Mediadonuts—its regional digital ad business across Asia Pacific—under a single name: Aleph. This move marks the final stamp on its 2024 acquisition of Entravision’s digital operations.

    As of 16 June 2025, the rebrand is live across India, Indonesia, Malaysia, Philippines, Singapore, South Korea, Thailand, and Vietnam. While the sprinkles of nostalgia may linger for Mediadonuts loyalists, Aleph is rolling forward with a streamlined identity aimed at deeper integration and regional scale.

    The rebrand embeds APAC into Aleph’s global machinery, unlocking new pathways for advertisers and digital platforms. With over 60 exclusive media partnerships, a presence in 150+ markets, and 1,500+ employees, Aleph now serves more than 26,000 advertisers worldwide.

    “Becoming one unique brand under Aleph represents a strategic outcome for our partners and clients, reflecting the significant potential that lies ahead under the broader umbrella of Aleph”, said Aleph in APAC MD Pieter-Jan de Kroon.

    Aleph plans to use this unification to deepen its grip on the region, offering global clients local insights, publisher access, and tech-powered efficiency tailored to each market.

    “By fully consolidating our APAC operations under the Aleph brand, we are achieving a new level of strategic alignment between global digital media platforms and the region’s vast opportunities,” said Aleph Group CEO & founder Gastón Taratuta.

    From media and payments to digital education, the rebrand signals Aleph’s ambition to act as a digital bridge between the world’s fastest-growing consumer regions and its most powerful platforms.

  • Baby & Mom Retail appoints Sucharita Reddy as CFO to scale growth with sharp financial stewardship

    Baby & Mom Retail appoints Sucharita Reddy as CFO to scale growth with sharp financial stewardship

    MUMBAI: As Baby & Mom Retail Pvt. Ltd. preps for a growth spurt across the Indian consumer landscape, it’s calling in seasoned financial muscle to keep things in check. The company has roped in Sucharita Reddy as its new chief financial officer (CFO) to lead its finance engine through a phase of ambitious expansion, operational rigour and digital transformation.

    Reddy, who brings over 15 years of experience across startups and large enterprises, has held leadership roles at Myntra Jabong, Amazon and EV startup Blusmart. Her deep expertise in finance, business operations and scalability will now power Baby & Mom Retail’s journey across baby care, skincare, pet care and home products.

    “I am excited to join Baby & Mom Retail at a time of rapid growth. My mission is to create a resilient and agile finance ecosystem that not only strengthens our foundations but also acts as a strategic enabler for business growth. Finance should go beyond compliance and control; it must empower decision-making, fuel innovation, and support sustainable scaling”, expressed Reddy.

    In her role, Reddy will steer the company’s financial planning, performance tracking and data-led decision-making. She will also focus on building a future-ready finance function that enables smarter inventory management, sharper customer acquisition, and scalable infrastructure—especially relevant as Baby & Mom Retail builds out its omnichannel and direct-to-consumer footprint.

    “Sucharita’s appointment aligns with Baby & Mom Retail’s vision of strengthening operational excellence while scaling smartly across omnichannel and D2C markets. Her experience at companies like Myntra Jabong, Amazon and BluSmart equips her with a nuanced understanding of inventory management, customer acquisition economics, and platform scalability, all crucial for a fast-growing consumer brand ecosystem like Baby & Mom Retail”, said Baby & Mom Retail founder & CEO Shish Kharesiya.

    Her leadership will also drive a finance culture built on ownership and accountability, where financial decisions fuel innovation as much as they guard the bottom line.

    This leadership move comes at a pivotal moment. Baby & Mom Retail has been expanding its brand portfolio with new launches like Corvell, a healthcare equipment label, and continuing growth across flagship offerings including Oyobaby, Newish, Amorite for pets, Redcop, Mattress Protector, and Gadda Co.

    The numbers may stay in spreadsheets, but the impact is set to show on balance sheets—and beyond.

     

  • Instamart’s sunny ad stunt makes mangoes glow, nostalgia flow, and delivery go

    Instamart’s sunny ad stunt makes mangoes glow, nostalgia flow, and delivery go

    MUMBAI: There are print ads, and then there are mangoes that blush under the sun. Instamart turned the country’s favourite summer fruit into a showstopper with a print campaign that literally ripened in daylight. In a bold blend of science and sentiment, the company launched a full-page newspaper ad using photochromatic ink technology—a first in Indian print media.

    The interactive creative illustrated a lush mango tree surrounded by children playing and plucking fruit, harking back to old-school summer holidays.

    But here’s the twist: expose the ad to sunlight, and the mangoes morph into golden yellow.

    Cue the oohs and aahs.

    “Just like real mangoes ripen in the sun, this ad transforms with sunlight, making the magic unfold right before your eyes”, said Instamart head of brand Mayur Hola. “It’s our tribute to the season and what Instamart stands for: freshness, speed, and small moments of everyday joy”.

    The campaign follows last year’s mango-scented print ad that had readers sniffing their way to summer nostalgia. This year’s sensory sequel keeps the senses on high alert while hammering home Instamart’s core pitch: ripe produce, rapid delivery, and creative chops that go well beyond your average grocery drop.

    The in-house creative team led the concept, with Havas as the media partner. By blending tactile storytelling with ink-based innovation, Instamart doubled down on its commitment to make every 10-minute delivery feel like an experience, not a transaction.

    With this cheeky seasonal drop, Instamart once again proved it can deliver not just mangoes, but also marketing that sticks. If mangoes are the king of fruits, Instamart may well be the jester of genius brand moves.

  • Milestone and Nvidia power Genoa’s smart city revamp with AI that speaks the traffic’s language

    Milestone and Nvidia power Genoa’s smart city revamp with AI that speaks the traffic’s language

    MUMBAI: Europe’s streets are getting smarter—and not just with electric cars and bike lanes. In a move that promises to give urban infrastructure a digital edge, Milestone Systems has teamed up with Nvidia and European cloud provider Nebius to launch Project Hafnia in Genoa, Italy. The initiative aims to fine-tune AI tools that manage traffic, improve public safety and ultimately make cities think on their feet—or wheels.

    After kicking off in the United States, Project Hafnia has now officially arrived in Europe, bringing with it a data-rich platform that trains visual language models (VLMs) using real and synthetic video inputs. These models can map visual footage to text-based insights, allowing AI systems to not only recognise but also describe what they see. From traffic snarls to security alerts, this machine vision could soon become a city planner’s best friend.

    “I’m proud that with Project Hafnia we are introducing the world’s first platform to meet the EU’s regulatory standards, powered by Nvidia technology. With Nebius as our European cloud provider, we can now enable compliant, high-quality video data for training vision AI models — fully anchored in Europe. This marks an important step forward in supporting the EU’s commitment to transparency, fairness, and regulatory oversight in AI and technology — the foundation for responsible AI innovation”, said Milestone CEO Thomas Jensen.

    Project Hafnia has become one of the first real-world use cases of the Nvidia Omniverse Blueprint for Smart City AI. Milestone is also expanding its data platform with Nvidia Cosmos to blend real-world footage with synthetic video for better training outcomes. All of it is built to comply with Europe’s gold-standard frameworks like GDPR and the AI Act.

    The initiative’s debut product is a European-trained VLM, developed using responsibly sourced transportation data from Genoa. This model supports video search and summarisation using Nvidia’s AI stack and GPU-optimised infrastructure. It’s all part of Milestone’s goal to fuse regulatory integrity with technical prowess.

    “AI is achieving extraordinary results, unthinkable until recently, and the research in the area is in constant development. We enthusiastically joined forces with Project Hafnia to allow developers to access fundamental video data for training new Vision AI models. This data-driven approach is a key principle in the Three-Year Plan for Information Technology, aiming to promote digital transformation in Italy and particularly within the Italian Public Administration”, said City of Genoa information systems officer Andrea Sinisi.

    To ensure that the data stays within EU borders, Milestone has roped in Nebius to handle cloud infrastructure. As an EU-based provider, Nebius delivers the GPU muscle required to run large-scale training while maintaining complete compliance with European sovereignty requirements.

    “Project Hafnia is exactly the kind of real-world, AI-at-scale challenge Nebius was built for”, said Nebius CBO Roman Chernin. “Supporting AI development today requires infrastructure engineered for high-throughput, high-resilience workloads, with precise control over where data lives and how it’s handled. From our EU-based data centres to our deep integration with Nvidia’s AI stack, we’ve built a platform that meets the highest standards for performance, privacy and transparency”.

    While Genoa serves as the testing ground, Milestone’s framework is built to scale across cities and sectors. The VLMs and datasets will be licensed to local governments through controlled access, ensuring ethical, transparent AI adoption that stays rooted in legal and cultural reality.

    From streetlights to silicon, Europe’s cities may soon run not just on power—but on vision.

  • Inmobi launches self-serve Buyer Hub for smarter ad campaign planning

    Inmobi launches self-serve Buyer Hub for smarter ad campaign planning

     MUMBAI: Say goodbye to scattergun media planning and hello to laser-sharp precision. Inmobi Advertising has launched Inmobi Buyer Hub, a self-serve, AI-powered platform that hands the reins to media buyers empowering them to plan, curate, and purchase programmatic deals with speed, clarity, and control.

    Designed for everyone from agencies and DSPs to curators and retail media networks, the Buyer Hub signals a major shift in how programmatic advertising can be both simplified and supercharged. The platform leverages agentic AI to help create high-quality, curated deal IDs fast-tracking what used to be a multi-step headache into a single, seamless process.

    Gone are the days of cluttered bidstreams and guesswork-driven ad buys. “The Buyer Hub’s focus on sell-side curation removes the need for a broad, unfocused approach,” said Inmobi Advertising chief business officer Kunal Nagpal. “Reducing noise and increasing signal quality means better win rates, stronger campaign results, and smarter media spends.”

    Leading data curators like Audigent, @curate, Givsly, and Antipodes are already plugged into the hub, expanding their audience intelligence and improving targeting precision across the open web. “Today’s buyers need simplicity and trustworthy signals,” added Experian Marketing Services CBO Chris Feo. “This platform helps turn more impressions into working media.”

    Buyers can also integrate their own first-party data with Inmobi’s proprietary SDK and contextual user signals safely and in compliance with data privacy standards. The result? Real-time campaign optimisation, sharper targeting, and a cleaner, faster supply path to the right eyeballs.

    The platform isn’t just about transparency, it’s also about agility. With a real-time feedback loop on performance and audience engagement, buyers can adjust campaigns on the fly and ensure that every rupee spent is working smarter, not harder.

    As @curate co-founder Rhys Denny summed it up, “The future of programmatic isn’t about more noise, it’s about more signal.”

    With the InMobi Buyer Hub now live and a beta programme for brands and agencies kicking off this spring, the mobile-first giant is making it clear: the next wave of programmatic performance won’t be dictated by guesswork, it’ll be curated, calculated, and powered by precision.

  • Amazon India turns up the AC and tech to cool delivery blues and boost worker wellbeing

    Amazon India turns up the AC and tech to cool delivery blues and boost worker wellbeing

    MUMBAI: If there’s one place in India where the mercury never messes with productivity, it’s Amazon’s fulfillment centres. While much of the country battles sweltering heatwaves and endless traffic snarls, Amazon India has been quietly rewriting the rulebook on how warehouses and logistics hubs should care for their people—not just parcels.

    During a walkthrough at its DEL5 Fulfilment Centre in Haryana, Amazon India showcased its climate-controlled spaces and ergonomic layouts designed to keep its teams not just moving, but thriving. The company’s operations, built for speed and scale, now wear a wellness-first badge with pride.

    “We’re constantly upgrading our fulfillment infrastructure to raise the bar on employee and associate experience and operational excellence,” said Amazon India director – operations Salim R Memon. “Our buildings are designed to deliver on both speed and safety—ensuring a high-performance environment that supports our teams every day”.

    The fulfilment and sortation centres now feature real-time heat index monitoring systems, allowing site managers to tweak shifts and break schedules depending on external weather conditions. The buildings come equipped with cold water stations, electrolyte supplements, ergonomic workstations, air-conditioned rest areas, and on-site Amcare units staffed with medical professionals.

    Outside the warehouses, Amazon is extending comfort to the kerbside. Its ‘Project Ashray’—now expanded to 100 locations—offers fully air-conditioned roadside rest points for delivery associates. These spaces include washrooms, mobile charging stations, hydration setups, shaded seating, and first-aid kits, making them safe havens on long delivery routes.

    To beat the heat even further, the company has deployed smart routing technology that charts optimal delivery paths based on real-time weather and traffic, cutting down exposure to harsh conditions. And in emergencies, the Dial 4242 ambulance service stands ready with no-cost basic and advanced life support.

    The e-commerce giant also plans to offer free health check-ups to over 80,000 delivery associates and partners across India by the end of 2025. These measures mark Amazon’s ongoing push towards building a resilient, people-first supply chain.

    With year-round demand stretching the workforce thin, the focus on associate wellbeing could prove to be Amazon’s biggest productivity hack yet.

  • Warner Bros. signs five-film desi deal to remake its classics for Indian cinema screens

    Warner Bros. signs five-film desi deal to remake its classics for Indian cinema screens

    MUMBAI: Hollywood’s muscle just got a Mumbai makeover. In a landmark alliance that promises paisa vasool and popcorn, Warner Bros. Pictures has joined hands with Bhanushali Studios Limited (BSL) and Joat Films to remake five of its legendary films for the Indian market. This isn’t just a Hindi-meets-Hollywood tale—it’s a calculated move to blend global blockbusters with India’s narrative spice and masala magic.

    The deal will see the studios collaborate to develop Indian adaptations of iconic Warner Bros. Pictures titles. The reimagined films will retain their emotional heart but undergo a full Indian cultural reset. Warner Bros. Pictures will handle global distribution, indicating a wide international rollout.

    “India represents one of the world’s most vibrant and sophisticated film markets, with audiences who deeply appreciate authentic, locally rooted narratives. This partnership allows us to combine our storytelling heritage with exceptional local talent to create films that will resonate profoundly with Indian audiences while maintaining the universal appeal that defines great cinema”, said Warner Bros. Pictures VP & MD India Denzil Dias.

    BSL founder Vinod Bhanushali echoed the excitement, stating, “We’re incredibly excited to partner with Warner Bros. Pictures, a studio that has shaped cinematic history across generations. This collaboration represents a unique opportunity to reimagine the stories by Warner Bros. Pictures through an Indian creative lens, blending emotion, scale, and culture for audiences both at home and internationally”.

    Jack Nguyen of Joat Films will co-produce the films under his first-look deal with Warner Bros. Pictures. Nguyen, a seasoned industry executive with over 30 years of experience in Asian productions, set up Joat to independently back cinematic projects with regional depth.

    “I’m excited to partner with BSL to adapt Warner Bros. Pictures on titles that will resonate with Indian audiences”, Nguyen said. “Warner Bros. Pictures has an unparalleled library from which we will carefully curate select titles for the vibrant Indian market”.

    BSL’s recent critical success Sirf Ek Bandaa Kaafi Hai bagged five Filmfare OTT Awards in 2023, including Best Web Original Film—cementing the studio’s rising stock in India’s storytelling ecosystem.

    Development for the first project under the alliance is currently underway, with casting calls and crew reveals expected in the coming months.

    The strategic move underscores Warner Bros. Pictures’ intent to deepen its global roots by embracing local storytelling formats in high-potential markets. As international studios increasingly eye India for both eyeballs and box office returns, this five-film pact could signal a new genre of big-budget ‘Indiwood’ collaborations.

  • Percol brews a fresh chapter in India with CCL’s premium coffee play

    Percol brews a fresh chapter in India with CCL’s premium coffee play

    MUMBAI: Espresso yourself, India your coffee upgrade has just arrived. In a strategic sip forward, CCL Products (India) Ltd. has launched Percol, the iconic British coffee brand, in the Indian market. Known for its ethical sourcing, premium blends, and sustainability-first approach, Percol’s India debut follows its acquisition by CCL in 2023.

    Founded in 1987 by Brian Chapman, Percol was the UK’s first coffee brand to bag Fairtrade certification, long before “conscious consumerism” became a buzzword. Ironically, CCL had been quietly brewing Percol’s instant coffee blends for the UK market for years. So when the brand went up for sale, CCL didn’t just see a business opportunity, it recognised a chance to bring home a flavourful legacy it helped craft.

    Now officially under CCL’s belt, Percol is stepping onto Indian shelves with three sophisticated freeze-dried instant blends Intenzo, Da Essenza, and Espresso Noir. Crafted with beans sourced from Colombia, Vietnam, and other global hotspots, each 100g jar promises a deep, complex cup for a discerning audience used to swirling, sipping, and savouring.

    “The Indian coffee landscape is evolving rapidly,” said CCL Products (India) Ltd CEO Praveen Jaipuriar. “Percol represents not just premium coffee, but a philosophy that resonates with today’s nuanced consumer, who is particular about the sophistication, depth and value of the products they consume.”

    That philosophy also reflects in the packaging think reusable glass jars, metal caps, and matte-finished boxes with embossing and spot-UV flourishes. It’s where aesthetic meets ethic: no plastic, no compromise.

    Targeted first at Tier-1 cities in North and West India, Percol’s blends are now available on major e-commerce platforms and select supermarkets. And while it’s starting as instant coffee, this is anything but a quick fix, it’s a carefully brewed invitation to elevate the at-home coffee ritual.

    With Percol, CCL isn’t just expanding its portfolio, it’s stirring up India’s premium coffee scene, one conscious cup at a time.