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Tag: Nisha Singhania

  • Masculinity needs a makeover, not a rescue mission, say ad leaders at Goafest 2025

    Masculinity needs a makeover, not a rescue mission, say ad leaders at Goafest 2025

    MUMBAI: Goafest 2025’s day two lit up with sharp insights and simmering provocations during the session “Mardon Wali Baat: A discussion on Masculinity in Advertising”. Held under the banner of ASCI Academy’s report ‘Manifest: Masculinities beyond the Mask’, the panel challenged brands to move past rigid and reductive representations of men.

    Moderated by Advertising Standards Council of India (ASCI) CEO & secretary general Manisha Kapoor, the panel featured Marshan.Ink (formerly Kotak) principal Karthi Marshan, and Infectious Advertising co-founder & director Nisha Singhania.

    “Masculinity is not unidimensional—it has many facets”, said Singhania, kicking off the discussion. She stressed that the emotional complexity of men is often neglected in ad narratives, where strength is still seen through a bicep rather than vulnerability. “Men are tired of being portrayed as a ‘work in progress’ or needing to be fixed”.

    She also took aim at legacy brands. “They rely too much on past data and lack the patience to build new narratives”, she said, pointing out that India’s evolving masculinity isn’t as entitled or rigid as marketers presume. “The narrative of ‘get him married and he’ll change’ is outdated and unfair”.

    Marshan pushed for a fundamental mindset shift: “Masculinity vs. feminism is a false dichotomy—we need to move beyond gender and sexuality labels”. He challenged the belief that long-term investment alone makes a campaign successful. “Disruption works—if a brand gets attention, people will engage, regardless of target audience”.

    Echoing Singhania’s view, Marshan said, “Marketers underestimate audiences—viewers are more progressive than assumed”. He called on creatives to stop playing safe and start trusting viewers’ ability to embrace evolved storytelling.

    The session served less as a sermon and more as a mirror—reflecting both the flaws in the way men are marketed and the possibilities that await when brands loosen their grip on stale stereotypes.

  • Infectious Advertising appoints Abrar Nakhuda as head of digital

    Infectious Advertising appoints Abrar Nakhuda as head of digital

    MUMBAI: Infectious Advertising is gearing up for a digital shake-up, appointing Abrar Nakhuda as head of digital to spearhead innovation and strategy in an ever-evolving landscape. With a track record of crafting impactful brand narratives and data-driven campaigns, Nakhuda is set to lead the agency’s approach to AI-powered marketing, influencer engagement, and content storytelling.

    Speaking on his new role, Nakhuda shared, “My focus will be on elevating our clients’ digital presence, integrating the latest digital trends, and ensuring synergy between brands and platforms. From AI-driven workflows to influencer marketing and content innovation, we aim to push creative boundaries and set new industry benchmarks.”

    Infectious Advertising co-founders and directors Nisha Singhania and Ramanuj Shastry said, “Abrar’s expertise and energy bring a fresh perspective to our digital division. His vision will help us strengthen our approach and create groundbreaking digital campaigns.”

    Bringing years of experience from Digit 9.0, Every Media Technologies, Culture Machine, and Viral Fission, Nakhuda has led successful digital initiatives for NBA, Star India, Pepsi, and Amazon, helping brands build strong online communities and content IPs that resonate with audiences. His expertise lies in merging data insights with creative storytelling, a formula that has delivered measurable impact across industries.
     

  • Infectious Advertising launches its content arm – Epidemik Content

    Infectious Advertising launches its content arm – Epidemik Content

    Mumbai: Infectious Advertising has launched its content arm – Epidemik Content – with veteran industry producer Shabbir Motiwala at the helm.  

    Epidemik Content is committed to delivering top-notch content with best-in-class production that’s value for money. It will embrace AI and new-age storytelling while collaborating with the best new talent to push the envelope and redefine industry standards.

    Epidemik Content head Shabbir Motiwala said: ‘My challenge is to make Epidemik Content the ‘talk of the town’ with best-in-class production and innovative storytelling. The red speech blurb in the logo will be a constant reminder to me and Team Epidemik of that objective. Of course, I am thrilled and honoured to be entrusted with this responsibility.’  

    Infectious Advertising co-founders Nisha Singhania and Ramanuj Shastry added, ‘With Epidemik Content, we now have skin in the content game. Our mission is ‘Virality’ – to create content that is both memorable and shareable. Epidemik Content will create bespoke solutions for the ever-evolving content needs of brands in the digital age.’

    Shabbir joined Infectious Advertising last year. Prior to this, he was an independent producer and won the Cannes Lions Grand Prix in 2022 for the Killer Pack campaign. He started his career in advertising as an assistant director at UTV in 1993. Later he was appointed as an agency producer at Ambience Advertising; he then became a director and made more than 50 commercials. Subsequently, Shabbir was appointed the head of production at BBH India, working with talented creatives from across the globe, including the great Sir John Hegarty to eventually settling into the role of an executive producer.

  • Infectious Advertising appoints Prashanth Kumar as chief digital officer

    Infectious Advertising appoints Prashanth Kumar as chief digital officer

    Mumbai: Infectious Advertising has appointed Prashanth Kumar as chief digital officer. A pro at digital and strategy, Prashant has rich and varied experience across markets. He has worked in India, Southeast Asia, China, the UK, and the GCC with agencies like Dentsu Aegis, Publicis, WPP, and Interpublic.

    Prashanth has nearly 25 years of experience leading brands across a multitude of sectors including Automotive, Beverage, BFSI, Construction, Entertainment, FMCG, Healthcare, Hospitality, Real Estate, Travel, Tourism, Governmental, and PSUs. From crafting integrated strategies as a Digital Strategist to spearheading the Client Services function, he has consistently championed the digital medium, serving as a digital evangelist for both brands and agencies alike.

    Speaking about his move to Infectious Advertising, Prashanth Kumar had this to say, ‘In India’s digital landscape, few agencies grasp both brand essence and effective content creation for long-term brand growth. Infectious embodies this rare fusion, and I’m thrilled to align with their vision.’

    Commenting on the appointment, Nisha Singhania, CEO & managing partner of Infectious Advertising added, ‘Prashanth is a rare combination of digital, strategy and business. His vast experience across geographies and categories will enable him to add immense value to our varied clients. We are delighted to have him on board and look forward to working together.’

  • Infectious Advertising bags creative mandate of Independence Brewing Company

    Infectious Advertising bags creative mandate of Independence Brewing Company

    Mumbai: Infectious Advertising has won the creative mandate for Independence Brewing Company (IBC). The mandate for Infectious Advertising is to manage brand creative development and brand planning and strategy for all four locations.

    Commenting on the appointment of Infectious Advertising as its creative agency, Brewing Company promoter – independence Anirudh Khanna said, “Choosing the right communication partner wasn’t easy! We were looking for that perfect balance between creativity and digital know-how. Infectious fit the bill perfectly with their experience.”

    Infectious Advertising managing director and co-founder Nisha Singhania said, “We had our 9th-anniversary celebrations at IBC, and fell in love with the place. Both their food and craft beer are brilliant. We are delighted that they have chosen us as their communication partner. Who better than fans to work on your business.”

  • Infectious Advertising bags global digital mandate for MyGenie

    Infectious Advertising bags global digital mandate for MyGenie

    MUMBAI: Infectious Advertising has bagged the digital advertising mandate for MyGenie, a newly launched product from ITPeopleNetwork LLC, based in Illinois, Chicago.
    MyGenie is an online marketplace for employers and workforces. Currently, the platform caters to the Information Technology sector in the US by providing opportunities to both employers and workforce to fulfill project requirements (skilled experts, tools, and accelerators) to successfully deliver business results.

    Infectious will manage social media presence, paid media creative and digital collaterals and activations for MyGenie.

    ‘‘MyGenie is a fantastic platform that gives both employers and employees flexibility as well as access. It’s our honour to be chosen by them as their creative partner and we look forward to building the brand together,” Infectious director & co-founder Nisha Singhania said.

    “MyGenie’, the workplace of the future, will be the ‘New Normal’ – an evolutionary idea about the disruptive marketplace whose time has come. Super chuffed to have been chosen to partner this game-changing business,” Infectious director & co-founder Ramanuj Shastry said. 

    “MyGenie (www.mygenienetwork.com) is an ingenious, innovative, and state-of-the-art employer-workforce engagement marketplace. It re-defines how "Opportunities" are designed and offered, “Breakdowns” prevalent dysfunctional models, and re-imagines "Workplace" of the future. We chose Infectious as our partner for our dream project because of their broad range of expertise, creative abilities, and customer service. MyGenie’s ambitions growth trajectory will depend on two crucial factors, first, the direction in which we are heading (innovative idea), and second, the momentum at which the joint team is propelling it (thrust). I believe we are on our way to achieving stratospheric growth for MyGenie.,” ITPeopleNetwork  CEO Amit Dutta said.

  • Industry touches base with family, this Diwali

    Industry touches base with family, this Diwali

    It is that time of the year again! Diwali, also known as the festival of lights, lives up to its name, filling every nook and corner of our streets with bright decorations and fireworks. Whether you talk about shimmery clothes, tasty food or wonderful traditions, one cannot deny the excitement associated with this festival. We buy gifts for ourselves and loved ones, feast on good food, visit our relatives and decorate homes with glowing lamps and rangoli. A festival that signifies the triumph of light over darkness and good over evil, the story behind Diwali has a strong base in Indian mythology. Diwali commemorates the return of Lord Shri Ram with his wife Sita and Lakshman from his 14 year long exile after killing the Ravana. In joyous celebration of his victory, the people of Ayodhya lit up tiny lamps at their homes, signifying positive energy. These days, people host a range of Diwali bashes to celebrate the occasion. A typical day normally starts with a Lakshmi puja, followed by visiting family and friends. Diwali is also an occasion for us to meet our loved ones, exchange gifts, socialise and bond.  The festival can also signify a chance for us to bring light into the lives of others. With all these meanings attached to this event, it is no wonder that Diwali is one of the most widely celebrated festivals in India and abroad. Likewise on this day, we found out how the media industry is celebrating Diwali. Take a look!

    Divya Radhakrishnan, Managing director, Helios Media

    “We are keeping an open house at my office today post 4 pm where friends, colleagues and families can come in to celebrate the occasion with us for some good food and alcohol.”

     

    JD Majethia, Actor-Director-Producer, Hats Off Productions

    “This year, there are lots of good things happening work wise. Our show Badi Door Se Aaye Hain just completed 100 episodes. Our viewers have given us so much love that even we want to give back the same kind of affection. We have prepared Diwali special episodes for the show. On a personal front, Diwali is very nostalgic for me. As I am a Gujarati, it signifies a new year for us. I just came back from a vacation with my family. And I intend to visit my relatives and celebrate Diwali with a bit of fireworks!”

    Karthik Lakshminarayan, COO, Madison Media

     “This Diwali, children from an orphanage have been invited to our office. Food and donations were collected as we want to spread happiness in their lives. At home, I will spend time with family and visit friends. I will avoid bursting crackers as I believe in an eco-friendly Diwali.”

     

    KVL Narayan Rao, executive vice chairperson, NDTV 

    “I would be having a small celebration at home with family and friends.”

     

     

    Navin Khemka, managing partner, north and east region, Maxis

     “At office, we had a puja followed by lunch with colleagues. On a personal front, I plan to spend the time with family and friends at home. A puja will be conducted at home and it will be an eco-friendly Diwali at my place.”

     

    Nisha Singhania, co-founder, Infectious

    “We are just having a quiet Diwali celebration. I am taking my office colleagues out for lunch at a vegetarian restaurant in Mahim.”

     

     

    Shantanu Gangane, marketing head-Movies Now, Times Television Network  

    “At work place, Diwali snacks and gifts are being distributed. I also plan to visit my weekend home with my family and friends. I want to spend quality time with my kids and teach them about the mythological characters pertaining to Diwali instead of just bursting fire crackers. I prefer a noise-free Diwali.”

     

    Sudhir Sharma, producer, Sunshine Productions

    “I will be going ‘party hopping’ to different Diwali events hosted by colleagues in the industry. Diwali means happiness. It is like a motivation to work harder for the upcoming year. This year will be different as I will not be going back to my parents’ house. Instead, I will be attending a lot of parties in Mumbai hosted by my fellow co actors and friends from the industry.”

    Yash Patnaik, producer, Beyond Dreams Entertainment  
    “I am in the midst of getting my office renovated. This year will be a working Diwali for my entire team.”

     

     

     

    Here’s wishing all our readers a very happy and prosperous Diwali from the entire team of Indiantelevision.com !