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Tag: Lodestar UM

  • Strategy meets soul as Mudramax brings Atrayee on board

    Strategy meets soul as Mudramax brings Atrayee on board

     MUMBAI: At Mudramax, strategy just got a spiritual upgrade. The agency has appointed Atrayee Chakraborty as senior vice president of Strategy, tasking her with shaping human-centred media strategies built on insight, data, and innovation. She will report to Navin Kathuria, executive vice president of Mudramax.

    Armed with over 20 years of experience across India and global markets, Atrayee brings an enviable mix of creativity, analytics, and cultural intuition. Her career has spanned leadership roles at Lodestar UM, Essence Mediacom, and Red Fuse Communications, where she guided brands like Colgate-Palmolive and several D2C disruptors through transformative media journeys.

    Speaking on her appointment, Navin Kathuria said, “We are thrilled to have Atrayee join us. Her expertise will bring immense value as we strengthen our strategic media capabilities, focusing on data- and tech-driven next-gen media solutions. Her international experience will help unlock new growth avenues by creating experiences that don’t just reach audiences but engage deeply, inspire action, and deliver results.”

    For Atrayee, the move feels serendipitous. “This role feels almost tailor-made for what I love doing, blending creativity with strategy to unlock client growth,” she shared. “Mudramax’s agility, collaborative spirit, and integrated creative-media structure give us a unique edge in the market and I’m looking forward to amplifying that advantage.”

    A strategist by day and a certified Spiritual Life Coach by calling, Atrayee’s creative compass extends beyond media decks, she’s also the author of ‘Soul Compass’ and a painter of cosmic landscapes. Her multidimensional background hints at the kind of holistic storytelling she’s likely to champion at Mudramax where data and design meet heart and human insight.

    As the agency sharpens its strategic muscle for the next growth phase, Atrayee’s blend of intuition and intellect might just be the north star guiding Mudramax’s next big leap.

     

  • Rashmi Gagan joins JLL India as director – field marketing

    Rashmi Gagan joins JLL India as director – field marketing

    MUMBAI: Rashmi Gagan has stepped into a new role as director – field marketing at JLL India, where she will spearhead strategic growth initiatives and elevate the brand’s market presence.

    Gagan, who most recently served as national head – marketing and strategy (IA) and global marketing manager – rail and electric motion at Norgren, brings over 17 years of experience across B2B marketing, industrial IoT, and strategic business transformation.

    Her career spans leadership roles at Rockwell Automation, the National Film Development CorP,  Lodestar UM, and Impact Marketing Services. Gagan began her professional journey with early management trainee stints at Dabur India and NTPC.

    In a LinkedIn post announcing her move, Gagan called it “a new beginning with fresh perspectives”, expressing excitement about “leading with vision, creating meaningful impact, and embracing continuous learning.”

    As JLL India sharpens its marketing playbook in a rapidly evolving real estate landscape, Gagan’s appointment signals a clear intent to blend data-driven marketing with creative storytelling — the kind that turns buildings into brands.

  • Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom

    Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom

    MUMBAI: Prawaal Upadhyay has recently assumed the role of senior director of media planning at EssenceMediacom India, bringing over 14 years of extensive experience in media strategy and planning.
    Upadhyay joined EssenceMediacom in October 2022 as media planning director and was promoted to his current position in October 2024. Prior to this, he held the position of associate director of planning from January 2019 to October 2022 at the company’s Gurugram office.

    Before his tenure at EssenceMediacom, Upadhyay served as business group head at GroupM for over three years, following roles as media manager at Zenith and media executive at Lodestar UM.

    A marketing professional with a strong academic foundation, Upadhyay completed a postgraduate programme in advertising communication and marketing at EMPI Business School and later pursued a course in digital marketing and strategy at the Indian Institute of Management, Indore.

    In his new role, Upadhyay is expected to lead key projects and strategic campaigns.

  • Lodestar UM collaborates with LGBTQIA+ owned businesses for impact day

    Lodestar UM collaborates with LGBTQIA+ owned businesses for impact day

    Mumbai : Lodestar UM, the India unit of UM, a global media agency network of IPG Mediabrands, has announced its participation in the seventh global Impact Day, under the theme, “ONE Day, ONE UM, ONE Better World.” Launched in 2016 under UM’s corporate social responsibility unit, Better World, Impact Day reflects the agency’s commitment to its core values of community, curiosity and courage.

    UM employees will participate in activities around three Impact Day pillars:

    ·     Equity – Acts of service that directly impact underserved communities.

    ·     Sustainability – Acts of service that directly impact our planet, locally or globally.

    Wellness – Acts of service that directly impact the well-being of another person’s physical or mental health.

    In India, Lodestar UM has collaborated with LGBTQIA+ owned businesses such as Kai By Mangi, Dopamore, Arttitty, Sabarshh, Ash.Co, Embarque.co, Queergaon, Astitva Jewelry, Podi Nan Maga, and Scoby Labs. These businesses offer a variety of products, including natural lip gloss and oil, stylish handcrafted accessories, elegant bags and purses, vibrant shirts, handmade exquisite stone jewellery, ceramic ware, fashion apparel, bags, stone and bead accessories, lip-smacking pickles, podis and snacks, resin art accessories, and fermented drinks. By providing a platform to showcase and sell their products, the agency aims to create meaningful, tangible benefits for the community.

    “Our idea for Impact Day goes beyond commerce; we aim to foster enriching connections and meaningful experiences that positively impact the community,” said Lodestar UM CEO Aditi Mishra. “By supporting LGBTQIA+ businesses, we are not only contributing to economic empowerment but also celebrating diversity and inclusion in a tangible way. Impact Day is a powerful reminder of how our collective efforts can drive meaningful change and create a better world for everyone.”

    “UMers from all over the globe look forward every year to volunteering as one connected team for our beloved Impact Day tradition,” said Global CEO, UM Andrea Suarez. “Our theme this year, ‘ONE Day, ONE UM, ONE Better World’ highlights the incredible impact we can have when we harness the power of our collective action to give back to the communities in which we live, serve and flourish.”

    “Impact Day is a powerful reminder of the positive change we can create when we come together as a global community. It’s a chance for UMers across APAC to make a real difference in the lives of others, and I’m incredibly proud of the diverse and impactful initiatives happening across the region,” said APAC president UM Kasper Aakerlund.

  • Navigating the media renaissance: Lessons from 2023, blueprints for 2024’s success: Aditi Mishra

    Navigating the media renaissance: Lessons from 2023, blueprints for 2024’s success: Aditi Mishra

    Recap of 2023: Key Trends

    Igniting Growth Amidst Global Challenges: The Indian Story

    Despite global economic headwinds, 2023 witnessed India’s economic resilience fuelled by robust domestic demand. Spearheaded by a burgeoning consumer base, escalating income levels, and the aspirations of the youth, the nation experienced brand and advertising growth. The year’s highlights include over Rs 10,000 crores of incremental ad spends (source: MAGNA), driven by digital surges, government allocations pre-elections, major sports events, a pandemic-free festive season, and blockbuster Bollywood releases.

    Streaming into the Future: The Rise of CTV Advertising

    A pivotal shift unfolded in India’s media landscape as Connected TV (CTV) took centre stage. Anticipating 40-45 million Daily Active Users by 2025, the CTV ecosystem burgeoned from 25 million in the previous year. Notably, Samsung TV users in India spent 88% of their TV time in streaming environments during H1 2023. This surge democratised advertising for smaller brands, leveraging the data collation and targeting prowess of digital platforms.

    Revival Resonance: OOH, Radio, and Cinema Shine

    Contrary to expectations, Out-of-Home (OOH) and radio experienced a revival, fuelled by OTT platforms, FMCG giants, and the automotive sector. The cinema space, against all odds, emerged as a resilient advertising haven, captivating audiences and delivering impactful brand engagements. The unexpected resurgence of these traditional mediums showcased their enduring relevance in the dynamic media landscape.

    Outlook for 2024: Key Trends

    Unlocking Tomorrow: Gen AI and ML Revolution

    Embracing the future, 2024 will witness the ascendancy of Generative AI, reshaping advertising landscapes. Marketers will harness AI for personalised campaigns, seamless AR/VR integration, and compelling CGI campaigns. The adoption of AI, ML, and deep learning will revolutionise consumer engagement, allowing businesses to decipher behaviour, preferences, and purchase patterns, fostering enhanced understanding and segmentation of target markets.

    Monetisation maven: Platforms’ race for revenue

    The battleground for revenue intensifies in 2024 as tech platforms vie for supremacy in monetising their services. Despite boasting the world’s highest user bases, platforms seek new avenues for revenue generation. Prioritising data protection, user understanding, and augmented advertising offerings, platforms will delve into innovative user monetisation, with subscriptions and digital commerce taking centre stage.

    Sustainable storytelling: ESG in the limelight

    A paradigm shift unfolds as sustainability takes centre stage. Consumers’ environmental consciousness propels a preference for brands committed to sustainability, carbon emission reduction, and ethical trade practices. Marketers are tasked with weaving eco-friendly messaging into campaigns, showcasing a commitment to environmental responsibility. Businesses, aligning with a more inclusive economy and sustainable environment, will position sustainability as a core aspect of their overarching business strategy.

    In conclusion: Navigating the media maelstrom of 2024

    As we step into 2024, personalised customer experiences, sustainability pledges, authentic storytelling, and adaptability remain pivotal strategies for brands and marketers navigating the intricacies of the ever-changing media sphere. Embracing these principles, the industry is poised for a transformative journey into the future.

    This article has been authored by Lodestar UM CEO Aditi Mishra.

  • Lodestar UM wins BMW India’s integrated media mandate

    Lodestar UM wins BMW India’s integrated media mandate

    Mumbai: Mediabrands India Network’s Lodestar UM has successfully retained the luxury auto giant, BMW’s integrated media duties. The win came on the heels of a competitive multi-agency pitch held from March to October.

    Lodestar UM’s renewed mandate for BMW spans the entire media spectrum, including mainline, digital, out-of-home, events, and special projects, with an ongoing focus on cementing BMW’s product superiority and attracting newer, more upwardly mobile people to the premium auto segment. The account will continue to be led out of the agency’s Gurugram office.

    Speaking about the momentous development, Lodestar UM CEO Aditi Mishra said, “We are thrilled to be chosen as the integrated media partner for an iconic global brand like BMW. The continuation of our five-year-old journey speaks volumes about how successful the partnership has been in making BMW one of the most desirable brands in the country. The premium auto market in India has witnessed stellar growth in 2022, and there is a growing opportunity to welcome new customers to this segment. The adoption of our proprietary futureproof planning process will continue to unleash maximum value by connecting BMW to its audiences through seamless journeys across touchpoints.”

    Lodestar UM is the India arm of UM, a global media agency committed to future-proofing our clients’ businesses for the now and the future. We leverage the transformational power of rich business analytics and real-time intelligence to maximise growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity, and belonging, drive better business outcomes for brands.

  • Goafest Diaries: Sony pictures wins ‘Broadcaster of the Year’, Mindshare bags ‘Tech agency of the Year’ awards

    Goafest Diaries: Sony pictures wins ‘Broadcaster of the Year’, Mindshare bags ‘Tech agency of the Year’ awards

    Mumbai:  Ending an eventful day two of Goafest 2022 on a high note, Sony Pictures Network India (SPNI) grabbed the ‘Broadcaster of the Year Abby’. Mindshare was named as the ‘Tech agency of the year’ while, FCB Group India bagged ‘Specialist PR agency of the year.’ In the mobile category, Cheil India won the ‘Mobile specialist of the year.’ Famous Innovations bagged the Grand Prix in the direct category and in addition to winning the ‘Design specialist agency of the year.’

    A total of 32 Broadcaster ABBYs, 19 Design & Design Craft ABBY’s, 40 Digital & Digital Craft ABBYs, 31 Direct ABBYs, 7 Mobile ABBYs, and 32 Public Relations, 16 Technology ABBYs, were awarded on Thursday night at the event held at Grand Hyatt, Goa.

    Heres a look below at each category:

    BROADCASTER ABBY Awards – 2022

    Zee Kannada grabbed a gold in the ‘Best launch of a TV Channel’ sub category, while TV18 broadcast picked up two of the coveted metal for ‘Best launch of a TV program’ using multi-media and ‘Best original music score for a TV Program’ sub categorys- the latter for its Byju’s Young Genius -A News18 Initiative.

    Sony Pictures Network India won two golds for Uefa Champions League Sona Mana Hai Campaign 2019 and Love For Cricket campaigns in the ‘Best TV sports channel program promo.’

    Three Silver metals were picked up by Sony Pictures Network India, while Arha Media & Broadcasting, Zee Kannada picked up two each, and TV18 Broadcast, Disney Broadcasting bagged a silver each.

    DESIGN CRAFT ABBY Awards – 2022

    The category did not see any gold winner. Famous Innovations won three silver, while TLG India media picked up one silver.

    DIGITAL ABBY Award – 2022 category

    In the DIGITAL ABBY Award – 2022 category, Famous Innovations grabbed the only gold in the Social Media – Social Media (Co-Creation / Crowdsourcing / Response etc.) sub category for campaign titled #LonelyNoMore for the brand Burger King.

    In the same sub category, one silver each was picked up by Cheil India and Fulcro, while in the Digital Technology -(Installations) sub category Tribes Communications and Mindshare won a Silver each.

    In the search sub category GREY Group won a silver metal. The ‘Best in Creator Partnerships’1 sub category saw agencies SoCheers, TLG India, Motivator and Kinnect Media pick up a Silver metal each.

    The ‘Best in Moment Marketing’ sub category saw Schbang and Famous Innovations win a silver each, while Kinnect Media won the metal for the ‘Best in Platform Innovation.’

    TECHNOLOGY ABBY Awards – 2022

    The category saw two gold winners- Sangbad Pratidin and Cheil India. Sangbad Pratidin won this in the sub category ‘Best Use Of Technology  For Community Management/Building’ and Cheil India Private Limited won it for ‘Best Creative Use Of Tech  Innovation.’ The silver in the category registered seven winners- Cheil India Private Limited, Idealake Information Technologies, Mindshare, Tribes Communications, Sangbad Pratidin, Interactive Avenues – A  Reprise Network Company and Mindshare.

    PUBLIC RELATIONS ABBY Awards – 2022

    The PR category had four gold and eleven silver awards. Interestingly, all gold awards were picked by FCB Group India for their campaigns for Political Shakti + The  Times Of India, Mumbai Police.

    In the same category, FCB Group India also won two silver. Tribes communication, GREY Group and Cheil India Private Limited too picked two silver awards each and the rest of the three silver awards were won by ^atom network, The Glitch and TLG India Private Limited.  

    MOBILE ABBY Awards – 2022

    In the mobile category there were two golds won by Cheil India Private Limited and FCB Group India. The category also had two silver awards and both were bagged by Cheil India.

    DIRECT ABBY Awards – 2022    

    Famous Innovations bagged the Grand Prix in this category. The direct category had three gold and 10 silver awards. Two among the three golds were bagged by FCB Group India and Famous Innovations earned the third gold award in the category. In the same category, FCB Group India bagged three silver. Cheil India Private Limited and Famous Innovations also won two silver each in the direct category, TLG India Private Limited bagged one silver and Mindshare also got one silver.  

    DIGITAL CRAFT ABBY Awards – 2022

    In the digital craft category, there were two silver won by BC Web Wise for their Safer Internet Day campaign and Cheil India Private Limited for their Samsung Goodvibes campaign.  

    DESIGN ABBY Awards – 2022

    In the design category, there was only one silver which was bagged by TLG India Private Limited for their Amazon Story Boxes campaign for Amazon Seller.

    Here’s the entire list of winners on Day two of the adfest:

    DAY 2 Broadcaster ABBY Awards – 2022

    DAY 2 Design CRAFT ABBY Awards – 2022

    DAY 2 Design ABBY Awards – 2022

    DAY 2 DIGITAL CRAFT Awards – 2022

    DAY 2 DIGITAL ABBY Awards – 2022

    DAY 2 DIRECT ABBY Awards – 2022

    DAY 2 MOBILE ABBY Awards – 2022

    DAY 2 PR ABBY Awards – 2022

    DAY 2 TECHNOLOGY ABBY Awards – 2022

  • Lodestar UM CEO Nandini Dias moves on after 27 years

    Lodestar UM CEO Nandini Dias moves on after 27 years

    Mumbai: Lodestar UM CEO Nandini Dias has decided to move on from the agency, after being its CEO for close to a decade. She joined the group 27 years ago as a young media person and has since gone on to acquire the top positions.

    “I leave Lodestar UM in the hands of a strong, capable, and empowered team that has stayed vested and bonded with me for a long time,” Dias said. “In fact, almost all of the top 30 have been with me throughout my tenure as CEO – something that I am particularly proud of. So it was with a heavy heart that I had to break the news to them about my decision to move on. It is rare that one gets the opportunity to hand over the reins after an organisation’s best years, but this year was one of Lodestar UM’s finest.”

    “Over a dozen new businesses, over 20 international awards, Campaign’s Agency Of The Year – Silver, RECMA recognised it as the agency with highest Vitality and personally, my being recognised as the Media Agency CEO Leader Of The Year by the International Advertising Association (IAA) and feted by the Governor of Maharashtra. I couldn’t choose a greater milestone year in which to hand over the baton and go out on a high,” she further said.

    Over the years, Dias has been recognised with numerous honours by several bodies – starting with being the Media Planner of the Year in 1998 to going on to be the Media CEO of the Year on various platforms in 2016, 2017, 2018, and 2021. She’s also been recognised by platforms like The World Leadership Congress and made it to The Times of India’s coveted list of Times Power Women, among others. She has also been on the Economic Times Most Influential list for several years now, one of the first woman leaders to make it there.

    While not having taken a decision on the future yet, Dias said, “I started out with a fledgling agency and am handing over the Media Agency of the Year as I move on. So I am looking forward to taking a well-earned break for the first time in my life and am excited to see how things will unfurl.”

    In 2018, Dias piloted a pan-industry citizens’ initiative – WorkToLiveToWork – that pushed a radical solution to save commuter lives on their way to work, for which she was awarded the prestigious ‘Gamechanger Of The Year’ award. She’s won over 100 awards at Asia-Pacific Spikes, Festival Of Media Global and APAC, Creative Media Award, several Cannes Lions and many, many local awards. It is widely believed that her focus on innovative solutions transformed the culture of Lodestar UM into an award-winning one which led to the company being one of the most respected media groups in the industry today.

    “Nandini has been my partner ally, and friend for 27 years,” Mediabrands CEO India Shashi Sinha said. “She has led from the front to build Lodestar UM ground up to make it what it is today.  A dynamic, vibrant top three agency in the country. Passion is what defines Nandini, whether it is creating business solutions, building strong media properties for her clients or making a difference to our society and communities or just bringing her teams together to celebrate a festival or a win, Nandini did it all with remarkable fervour. At a personal level, I will miss her terribly. But I have always believed that a good leader is defined not by what has been built but by what is left behind. Nandini leaves her indelible mark on Lodestar UM in the solid and hugely capable leadership team that she has nurtured and I can say with all confidence that they will only continue to build on her legacy.”

  • Lodestar UM taps Vijayalakshmi Ramesh to drive its strategy function

    Lodestar UM taps Vijayalakshmi Ramesh to drive its strategy function

    Mumbai: In a bid to strengthen the strategy function for the Southern market, media agency Lodestar UM has appointed Vijayalakshmi Ramesh as head of strategy – South.

    In this new role, Vijayalakshmi will be responsible for enhancing the strategy product for existing and new clients for the South market and will be based out of Lodestar UM’s Bengaluru office.

    In her previous role, Vijayalakshmi was associated with Mindshare. Her professional experience includes an analytics role at IMRB, account planning at HTA, Media planning at Mudra & Initiative Media, as well as a stint as a marketing strategist for IBM at GPJ.

    “We are delighted to have Viji as an integral part of our strategy function,” said Lodestar UM CEO Nandini Dias. “Bengaluru is home to several established technology-based businesses and our office has shown a robust growth rate across categories in the region over the last couple of years. Bangalore office handles many prestigious businesses like Wipro, Accenture, PhonePe, Ather Energy, Exide Life, Inbisco, etc.”

    “The ever-evolving media landscape compounds the challenge,” commented Lodestar UM executive vice president Laya Menon. “Viji’s deep understanding of this entire spectrum will further strengthen our product that’s underpinned by Lodestar UM’s philosophy of Better Science Better Art Better Outcomes.”

    During her career of 18 years in media and communications, Vijayalakshmi has worked with both B2C and B2B clients extensively. Her vast area of experience ranges from FMCG, retail, fashion, technology (B2B & B2C), new age services and startups.

    “Lodestar has several cutting-edge products & planning tools, and I would endeavor to strengthen our strategic offerings to our clients on the back of those products to drive better business outcomes. I am looking forward to working closely with Laya and the Lodestar UM leadership team in driving this agenda,” said Vijayalakshmi Ramesh about her new role.

  • Brillon appoints Lodestar UM as media AOR

    Brillon appoints Lodestar UM as media AOR

    MUMBAI: Brillon Consumer Products Ltd, formerly SC Johnson Pvt Ltd, a manufacturer of household consumer products has appointed IPG Mediabrands owned Lodestar UM as its media agency on record in India.

    The decision comes on the heels of a multi-agency, multi-phased pitch process. The account will be managed out of the agency’s Gurugram office.

    Brillon Consumer Products is the joint venture in India between SC Johnson Pvt Ltd and Bansk Group, a private equity firm, to manage the business operations in the country. The company owns pest control products – All Out and Baygon, Mr Muscle range of cleaning products, Dranex Drain Cleaner, Kiwi Shoe Polish, Glade Air Freshener among others.

    The task includes both offline and online media mandates, including e-commerce.

    Lodestar UM CEO Nandini Dias said, “Over the years, Lodestar UM has emerged as the most trusted agency partner for its clients, creating customised media solutions that are backed by industry’s most sophisticated media solutions, research and, tools. Despite the pandemic and the market condition, we have been driving the best business solutions for our clients. The trust, that Brillon has bestowed upon us is a testimony that we are on the right path.”

    Lodestar UM COO Hema Malik added, “Our primary task is to scale up the iconic brands of Brillon and find newer markets for the lesser-known brands. We are delighted to add Brillon to our portfolio of clients and looking forward to offering the most sophisticated, strategic, technology-led media solutions for them.”