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Tag: Rahul Mathew

  • DDB Tribal ropes in Anusheela Saha as new creative head

    DDB Tribal ropes in Anusheela Saha as new creative head

    MUMBAI: Talk about a creative twist in the plot. DDB Tribal has brought on board Anusheela Saha as its new creative head, marking a fresh chapter for the Gurugram-based agency within the DDB Mudra Group.

    Saha moves from FCB India, where she was national creative director, spearheading campaigns that paired emotional resonance with cultural impact. With more than two decades of experience at agencies such as Cheil and FCB, she has built a portfolio spanning Unilever, KFC, Mahindra Automobiles, Uber, Google, Samsung, UN AIDS and the Times of India. Her work has earned recognition at Cannes Lions, D&AD, One Show, Clio Awards, Spikes Asia and Kyoorius.

    Notable among her projects is ‘Unbox Me’, which shines a light on gender identity in children and sparks conversations well beyond the advertising world. She marked a personal milestone when she stepped into her FCB role as a new mother.

    Saha will report to DDB Mudra Group, chief creative officer, Rahul Mathew, taking over from Iraj Fraz who transitions into a new role within the company.

    “Over the last few years, we’ve seen DDB Tribal grow stronger and more confident,” Mathew said. “Anusheela will help take this growth into its next phase. She shares many of the values we hold dear, especially when it comes to big ideas and craft.”

    Saha added, “For me DDB is the perfect alignment of culture, creative vision and leadership. I look forward to partnering with Rahul, Ashutosh and the team to take this legacy forward.”

  • McDonald’s India launches ‘It’s a McD Thing’ campaign – redefining ‘Adda’ culture

    McDonald’s India launches ‘It’s a McD Thing’ campaign – redefining ‘Adda’ culture

    MUMBAI – Celebrating the magic of togetherness and spontaneous moments that have defined the McDonald’s experience for generations, McDonald’s India (West & South) has launched its latest brand campaign – ‘It’s a McD Thing’. This new campaign conceptualised by DDB Mudra is all about the strategic narrative that elevates McDonald’s restaurants into a cultural canvas where life’s unscripted moments create lasting connections and memories.

    The campaign launches with two distinctive films that capture unique ‘McD moments’ in different contexts. The first film beautifully leverages behavioural insights about Gen Z’s relationship with physical spaces in an increasingly digital world. The narrative centers on a quintessential ‘McD moment’ where a group of concert-bound friends are enjoying their time at McDonald’s before heading out to the event. Instead of getting disheartened the group spontaneously orchestrated a jam session using McDonald’s food, packaging, beverages, and table-tapping beats, transforming disappointment into a moment of joy and connection.

    The second film highlights McDonald’s as a destination for professionals working late at night. Set in a quiet office during late hours, it follows a programmer who is startled by mysterious growling sounds. The tension builds until he discovers it’s simply his colleague’s hungry stomach. The scene transitions to both of them enjoying a meal at McDonald’s, reinforcing the brand’s commitment to being there whenever hunger strikes. The tagline ‘Your night shift, our night shift’ emphasizes McDonald’s presence during unconventional hours and showcases the brand’s regional connection.

    McDonald’s India (W&S) CMO Arvind R.P. said, “McDonald’s has been that special place where friends gather, celebrations happen, and everyday moments become memories. With ‘It’s a McD Thing,’ we are celebrating those authentic connections and spontaneous moments that can only happen at McDonald’s where our food becomes the backdrop for life’s meaningful experiences.”

    DDB Mudra executive creative directors, Harshada Menon & Siddhesh Khatavkar said, “McDonald’s has its own unwritten rules when it comes to the way fans order, eat, share and hang out. With ‘It’s a McD Thing’, we wanted to spotlight those quirks and rituals that are so familiar, iconic, and happen only at McDonald’s. In other words, it’s not just a place to eat; it’s where stories begin. A cultural space where everyday moments turn into lasting memories. That’s what makes McDonald’s unique.”

    The campaign taps into the memories of those who grew up with McDonald’s as their go-to meetup spot, from first dates and post-exam celebrations to late-night study sessions and weekend hangouts. It acknowledges the restaurant’s unique position in India’s cultural fabric as an ‘adda’ or communal gathering space that crosses generations.

    The films are also created with a distinctly local flavour and the tagline ‘Our food, your mood’. This campaign has been rolled out across television, digital platforms, and in-restaurant promotions designed to encourage user-generated content.

    The brand films were created to resonate with both Gen Z customers who are creating new memories at McDonald’s and older customers who carry fond recollections of their own McDonald’s moments from years past.

    Every Indian has a McDonald’s story, whether it’s celebrating a birthday, catching up with old friends, or just grabbing a quick bite during college breaks. This campaign is an invitation to remember those special McDonald’s moments and create new ones. That’s what makes it ‘a McD thing’. Those shared experiences happen naturally when good food and good company come together.

  • Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    MUMBAI: Blowing bubbles has never looked this badass. Mars Wrigley India’s Boomer is stepping up to the crease with a bold new campaign featuring pace ace Jasprit Bumrah and it’s all about popping confidence. In an era of filters and fitting in, Boomer wants Gen Z to know that sometimes all it takes to own the moment is a bit of gum and a whole lot of swag.

    Set against the backdrop of a high-energy cricket match, the TVC captures a charged moment where fans begin booing Bumrah as he fields at the boundary. Cool as ever, he pops in a Boomer, blows a bubble and just like that, the jeers turn into roars of admiration: “BOOOOOOO-MRAHH… BUMRAH!” The gum doesn’t just freshen up, it flips the script.

    “Boomer has always been at the forefront of India’s gum culture,” said Mars Wrigley chief marketing officer Nikhil Rao. “We’ve made bubble-blowing cool for generations. Now we’re reclaiming that swagger for Gen Z.”

    The campaign comes hot on the heels of the launch of Boomer Lollipops in Strawberry, Orange, and Watermelon, a flavourful twist that shows the brand isn’t afraid to venture beyond gum, as long as the fun stays intact.

    DDB Mudra Group CCO Rahul Mathew added, “Boomer is an iconic brand with an iconic chant. This was our chance to give both a new edge and who better to bring that than Bumrah? Or should I say Boom-rah.”

    With a playful punch of attitude and a bubble of nostalgia, Boomer’s latest move proves the brand still knows how to make noise in all the right ways.

  • Kwality Wall’s twister pops into India’s summer heat

    Kwality Wall’s twister pops into India’s summer heat

    MUMBAI: Kwality Wall’s, has introduced its global brand, Twister, to the Indian market, offering a unique three-layered ice lolly designed to combat the summer heat.

    Twister, a popular Unilever brand enjoyed in over 25 countries, arrives in India with two new flavours, Twister Mango, featuring mango and vanilla swirls around a strawberry core, and Twister Pineapple, combining pineapple and lemon swirls with a strawberry core.

    Targeted at young Indian consumers seeking a novel refreshment, Twister boasts real fruit juice and a multi-layered design, delivering a burst of flavour in each serving, with less than 65 calories per lolly.

    To enhance the summer launch, Kwality Wall’s is running a national promotion, giving away ‘30 Lakh Free Ice Candies’, redeemable at over 100,000 stores across India. A supporting multi-media campaign and promotional film will also be released.

    HUL head of ice cream business Toloy Tanridagli stated, “We are thrilled to bring one of our iconic global brands, Twister to India in two exciting and refreshing flavours. Refreshments are a huge category, over 6.6 billion Euros and consumers are seeking new and exciting refreshments options during hot Indian summers. As a top-selling brand in the Unilever portfolio and a global favourite, our goal in India is to offer a delightful treat that resonates with young consumers and adds a fun twist to their summer. Our unique summer promotion will undoubtedly elevate the experience for Indians.”

    DDB Mudra group chief creative officer & executive director Rahul Mathew added, “With Kwality Wall’s Twister, we wanted to capture the essence of refreshing indulgence and joy. The ad is a celebration of spontaneous fun the kind that makes you forget everything else and just savor the moment. The swirling visuals and vibrant energy mirror the irresistible twist of flavors, making it an experience that’s as playful as it is delicious.”

    The launch of Twister in India represents a significant step for Kwality Wall’s, aiming to establish the product as a summer staple.

     

  • DDB Mudra onboards Priya Shivakumar as creative head

    DDB Mudra onboards Priya Shivakumar as creative head

    Mumbai: DDB Mudra has appointed Priya Shivakumar as its new creative head for the South region. She will collaborate closely with DDB Mudra Group CCO Rahul Mathew and share leadership with DDB Mudra president – Growth and Strategy, Menaka Menon.

    Joining DDB Mudra from Wunderman Thompson (JWT), where she rose quickly up the ranks from ECD of Chennai to chief creative officer (South), Priya brings a wealth of experience to her new role. Through her career of over two decades, Priya’s work and creative leadership have won numerous Cannes Lions, D&AD Pencils, One Show Pencils and Spikes Asia, one of the more recent wins being for the “Hidden Truth” , a powerful piece on Domestic Violence.

    Speaking on her new role, “I’m thrilled to join DDB Mudra and contribute to the legacy of creating culturally resonant brands,” Priya said. “These are exciting times where you can take storytelling to new and unexpected places…through technology, craft or experience…”, She added: “I’m looking forward to leveraging the power of emotions in my work, driving choices, creating conversations, shaping markets, and rewriting brand stories.”

    Meanwhile, Rahul Mathew commented, “We have been evolving our offering in the South to go beyond national campaigns and offer specialised expertise for the five south markets. And we believe what will make our solutions even more effective is our creativity. Priya will play a critical role in us achieving this vision for the South office. She has the unique ability to capture local and cultural nuances and execute them to international standards. I’m excited to have her partner with us on our journey.”

  • Stayfree launches ‘#BetaStayfreeLeAana’ campaign

    Stayfree launches ‘#BetaStayfreeLeAana’ campaign

    Mumbai: This Daughter’s Day, menstrual hygiene brand – Stayfree launched its latest digital campaign which highlights the importance of healthy period conversations within families that help the girl to become comfortable about her periods. Normalising periods among young boys is a critical step within a family construct. Stayfree encourages parents to talk to their sons about periods from a young age. With this campaign, Stayfree has come up with a simple idea yet powerful idea for parents to initiate this conversation by asking them to buy a sanitary napkin.

    Four years ago, Stayfree launched its ‘It’s Just a Period’ campaign champions healthy period conversations amongst people who matter most to a young girl- “her family”. The campaign aims to positively change the narrative of shame and silence often associated with periods and instead create a world where conversations about periods are normalized. In this journey, Stayfree first encouraged fathers to be a part of the period conversation with their daughters, which then extended to ‘Talk to your Sons’ campaign encouraging parents to tell their sons “it’s just a period”. This year, Stayfree with its latest film takes another bold step in this direction with a simple call to action #BetaStayfreeLeAana to end generations of taboo.

    Conceptualised by DDB Mudra, the new digital film captures poignant everyday moments in families, and conversations between parents and their sons which are heartwarming and relatable. The film thoughtfully portrays various household scenarios that help boys feel at ease with the topic of periods. From a mother encouraging her young son not to feel embarrassed about purchasing sanitary napkins during a grocery run, to another mother explaining that menstruation is a normal and healthy process for every woman, and a father discussing with his son the importance of supporting women during their periods, each moment is handled with care. The film leaves us with a powerful yet very simple message, “When we make our sons comfortable with periods, we make our daughters comfortable with it too.”

    Kenvue vice president – marketing and business unit head – essential health, Manoj Gadgil said, “Periods have traditionally been a hush-hush conversation limited to the women of the house with male members asked to look away creating a society where periods are seen as social stigma. When one half of the population is kept out this conversation true change in society is impossible. At Stayfree, we are committed to normalizing period conversations and to create a world where no girl feels shame, fear or discomfort about periods. In our fourth edition, we take a real actionable step by not only urging parents to tell their sons ‘It’s just a period’ but also perhaps to go buy a sanitary napkin for their mother or sister taking a decisive step to end generations of stigma associated with periods.”

    DDB Mudra Group chief creative officer Rahul Mathew shared, “Over the years, Stayfree has been committed to normalizing the conversation around periods. And a big cohort in the normalization journey needs to be men. Women feel more uncomfortable because men are not comfortable around the topic of periods. So, a good place to start the conversation is with boys.”

    As a part of the new campaign, Stayfree has collaborated with popular national and regional influencers to highlight the important of healthy period conversations in families sharing personal experience of how they have normalised period conversations with their sons. The digital campaign will be seen across Youtube, Meta and leading OTT channels.

  • McDonald’s India solves Newton-level math but ‘It doesn’t add up

    McDonald’s India solves Newton-level math but ‘It doesn’t add up

    Mumbai: McDonald’s India (West & South), owned and operated by Westlife Foodworld, launches its innovative McSavers+ campaign, fundamentally challenging the conventional rules of value with the tagline, ‘It Doesn’t Add Up.’ This new proposition is designed to captivate customers with irresistible snack and beverage combos that defy traditional pricing norms.

    The campaign leverages the intriguing math of 65+49=69 to showcase the exceptional value offered by McSavers+. Customers can now enjoy the new Chicken Surprise Burger priced at Rs 65 and a classic Coke Float at Rs 49, but instead of the expected total amount of Rs 114, they will only need to pay Rs 69. It’s a value proposition so enticing; it truly doesn’t add up in the best possible way.

    McSavers+ offers a range of snack options including fan-favourites like the iconic McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. Customers can pair any of these delectable snacks with a refreshing Coca-Cola beverage for the unbeatable price of just Rs 69.

    Additionally, the campaign is complemented by a quirky TVC. It opens with a scene at a McDonald’s counter where two GenZ kids are amazed by the math-defying offer: a Chicken Surprise (at Rs 65) plus a Coke Float (at Rs 49) costing only Rs 69. Their confusion is humorously likened to solving a complex math that even Newton would find challenging. The scene shifts to Isaac Newton sitting under a tree, being humorously struck by a Chicken Surprise Burger while enjoying a Coke Float. The genius takes this strange incident as inspiration, symbolizing a breakthrough in understanding the unbelievable value. With the tagline “Value so good, it doesn’t add up,” the TVC effectively mixes historical wit with modern-day value expectations to create a memorable narrative that resonates well especially with the younger audience.

    McDonald’s India (W&S) CMO Arvind R.P. said, “We are delighted to launch the McSavers+ campaign targeted at the youth. Our constant aim is to make delicious feel-good moments easy for everyone, and democratize access to delicious food, being easy on the wallet. We have ensured that every aspect of this campaign – from the enticing price points to the playful and engaging communications – has been meticulously crafted to resonate with Gen Z, a key audience for McDonald’s.

    DDB Mudra Group chief creative officer Rahul Mathew said, “Value has become such an overused word and a blind spot in the retail world. We needed a new way to communicate the same to our GenZ audience. And so we decided to take them through the math (or the lack of it) in our offers. And who better to take them through it than someone who probably scored A++++ in his math class – Issac Newton.”

    To enhance the consumer experience further, McDonald’s India has also launched a dedicated microsite, 654969.in, which provides customers with in-depth details about this exciting new offering.

    The brand is providing a unique opportunity for its fans to celebrate this exciting new limited-time offering. Now, they can discover just how delicious, affordable, and accessible our products can be. The company truly believes in ‘Real Food Real Good’ ensuring its select menu items contain no artificial colours, no artificial flavours, no artificial preservatives, or no added MSG in the chicken offerings. For nearly three decades, McDonald’s India has been committed to using fresh ingredients, locally sourced from globally renowned suppliers, ensuring unparalleled quality and transparency for its valued customers.

  • Fortune launches ‘Banao Kuchh Hatke’ TVC campaign for Soya Chunks

    Fortune launches ‘Banao Kuchh Hatke’ TVC campaign for Soya Chunks

    Mumbai: Adani Wilmar Ltd, one of the largest food and FMCG companies in India, has rolled out its new ‘Banao Kuchh Hatke’ campaign for its rich in protein brand Fortune Soya Chunks. The 360-degree campaign showcases the versatility of soya chunks as an ingredient, encouraging consumers to explore innovative and diverse culinary options. Conceptualised by DDB Mudra, the campaign – ‘Banao Kuchh Hatke’ – features ad films, narrated by the renowned multifaceted Indian actor and dancer, Jaaved Jaaferi in Hindi and popular former Indian cricketer Sourav Ganguly in Bengali. The film is being distributed across various media platforms, including TV and digital channels such as YouTube, Instagram and Facebook.

    The campaign films feature ‘hatke’ recipes made with Fortune Soya Chunks, with Jaaved Jaaferi and Sourav Ganguly humorously guessing the dish being prepared. While he may get his guesses wrong, the audience is left with one certainty: Fortune Soya Chunks promises delightful surprises. The brand has collaborated with esteemed and influential chefs to enhance the digital presence of this campaign. These chefs will share their unique recipes using Fortune Soya Chunks, engaging the audience in an exciting way.

    The brand has also planned to extend the communication through their product packaging, where they will showcase ‘Hatke’ dishes which can be prepared using soya chunks. A QR code will be used in packaging to redirect consumers to explore more such recipes on microsite.

    Sharing his insights on the campaign, Adani Wilmar Ltd’s head- media and brand Jignesh Shah said, “We aim to inspire consumers to create ‘hatke’ dishes using Fortune Soya Chunks across various cuisines through this campaign. We are thrilled to innovate and showcase the ways an ingredient like soya chunks can be presented in an appetizing way. We wanted to highlight unique recipes that can be created with soya chunks and the campaign film reflects the message seamlessly.”

    DDB Mudra CCO Rahul Mathew said, “The biggest challenge was to maintain the entertainment value in the film while showcasing the variety of dishes possible with Fortune Soya Chunks. Jaaved Jaaferi and Sourav Ganguly’s iconic voice added a unique touch, making this campaign truly ‘hatke’. We are hopeful that the messaging will resonate with the consumers.”

    Fortune soya chunks is a great source of protein for vegetarians. It contains 15 times more protein* than milk and has low fat content. The advanced technology helps Fortune soya chunks to soak water and masala well, which makes it more delicious and easy to digest. It is a healthy food option for growing children and adults.

    Disclaimer: Compared to protein of milk (cow milk). Source: Indian food composition tables, NIN, ICMR (2017).

    The ‘Banao Kuchh Hatke’ TVC is set to air on leading television channels nationwide, inviting viewers to embark on a journey of rediscovery and reimagine the joys of cooking at home. In addition, a dedicated microsite has been developed, featuring an array of unique recipes with Fortune Soya Chunks. This platform aims to inspire consumers to go beyond traditional recipes and experiment with new culinary ideas.

  • Menaka Menon named president & managing partner, growth & strategy at DDB Mudra South

    Menaka Menon named president & managing partner, growth & strategy at DDB Mudra South

    Mumbai: DDB Mudra Group elevates Menaka Menon, current national strategy head, to take on the role of leading the south office. She will lead operations and strategic thinking for clients based out of the Bengaluru office. Ranji Cherian who successfully ran and scaled the south office for over 16 years will now lead client excellence at the group.

    DDB Mudra Group chief creative officer Rahul Mathew said, “We believe that everything we do is built on strong strategic pillars; be it our work or how we do our work. In her new role, Menaka will use her strategic background to add more value to our client’s business, while building a strong culture of creativity in the office. Over the last few years, some of our best work has come from our South office and I’m really excited to work with Menaka to push us to newer heights.”

    Commenting on her new role, Menaka Menon said, “I am super excited about this new role and look forward to further strengthening the South operation and building a strong, closely knit team, geared towards creating great work that has the power to move people.”

    With over 23 years of experience in business and strategy, she has experience across advertising, broadcast media and strategic consulting. Menaka has spent over 15 years in advertising with stints at agencies such as FCB, VML, and Leo Burnett.

  • Rahul Mathew, Avinash Pandey, Malvika Mehra, Sudha Natarajan & Tista Sen named jury chairs for Abby Awards 2024 by One Show

    Rahul Mathew, Avinash Pandey, Malvika Mehra, Sudha Natarajan & Tista Sen named jury chairs for Abby Awards 2024 by One Show

    Mumbai: DDB Mudra Group chief creative officer Rahul Mathew, ABP Network CEO Avinash Pandey, Malvika Mehra, Sudha Natarajan, director response in Times of India Group and Tista Sen join as jury chairs for brand activation and promotion category, broadcaster category, Young Maverick Abby category, publisher category and Green Abby category respectively, at The Abby Awards 2024 powered by One Show.

    DDB Mudra Group chief creative officer Rahul Mathew has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the brand activation and promotion category.

    Under Rahul’s leadership, the DDB Mudra Group became the first Indian agency to be crowned APAC agency of the year at Spikes Asia. The work from the agency has won four Grand Prix at Spikes Asia in the last three years.

    In 2019, DDB Mudra became the first agency in the world to win the D&AD Impact Prize Fund. According to the 2021 Campaign Brief Asia ranking, DDB Mudra Group was ranked #3 in India. The WARC 2021 ranking of DDB Mudra was that of the #1 Effective Agency in India as well as Asia.

    Rahul has had the privilege to judge in numerous shows across the world, he was also the Jury President for Press & Outdoor at D&AD ‘22.

    Rahul believes that creativity isn’t a department, it’s an attitude.

    ABP Network CEO Avinash Pandey has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Broadcaster category.

    ABP Network is India’s leading television and digital network with four TV channels running 24×7 on cable and satellite, serving in 8 languages on Digital, touching a total audience of over 265 million.

    Avinash has over 28 years of experience in media, news, advertising and digital.

    Avinash is also the president of News Broadcasters & Digital Association (NBDA), President of International Advertising Association (India Chapter) and serving Director of Digital News Publishers Association (DNPA).

    He is the founding director of ABP Studios, which has produced award-winning films and TV series.

    Avinash is a Delhi University Graduate and Post Graduate in History and an AMP from Harvard Business School.

    Avinash has received numerous awards including CEO of the Year Award twice from ENBA.

    Malvika Mehra has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Young Maverick Abby category.

    In a career spanning three decades, Malvika has donned many hats across advertising and marketing. Leading the brand mandate as chief creative officer at Grey and Dentsu, successfully partnering clients and building famous brands like Bingo! at Ogilvy and running her own independent venture, Tomorrow Creative Lab, Malvika has moved on to being an independent consultant and brand partner to CEOs & founders.

    Currently, Dinshaw’s Dairy foods creative head, marketing Malvika was formerly Good Glamm Group’s Good Brands chief creative officer.

    Malvika has been invited three times as juror by the prestigious Cannes Lions across the print, film and design categories. She has been part of other eminent global juries for advertising and design including Clio, Spikes Asia, Dubai Lynx, Kyoorius apart from Abby awards. Along the way, her work has picked up more than a 100 awards at shows like Cannes Lions, D&AD, The One Show, Adfest Asia Pacific, Spikes Asia, Kyoorius, The Abbys and The Effies.

    Some of Malvika’s famous brand campaigns have been the launch of ITC Foods’ Bingo!, and her insightful work across Titan, Hutch, Vodafone, State Bank of India, Gillette, Reliance Telecom, Dell, Fiat, Honda, Duracell and the Indian Army.

    The impact of her work and leadership has earned her a place among India’s ‘50 Most Influential People in Media, Marketing and Advertising’ (Economic Times – Brand Equity Agency Reckoner 2019), and the ‘Top 20 Creative Directors in India’ (ET, Brand Equity Agency Reckoner) twice in the past.

    Times of India Group director response Sudha Natarajan has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Publisher category.

    Sudha has had 25 years of learning experience, with 13 of them being in leadership positions, in marketing, advertising, and media organizations.

    Sudha has been the director looking after a diversified revenue portfolio, including the Digital offerings for Bennett, Coleman & Co., the largest and most diversified media company in India,

    Sudha has served as the CEO of a large international agency network, Lintas Initiative Media (2nd largest, in India).

    Sudha was voted as ‘Woman Icon’ of the marketing & advertising industry, she was ranked the 14th most influential marketing & advertising person by Economic Times. Sudha has served on various juries like Festival of Media, Asia and Cannes. Sudha is also a board member on several group companies.

    Tista Sen has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Green Abby category.

    Tista Sen started her career with Whitelight Production, India’s leading ad film production company. After assisting on over 60 commercials she joined Lowe Lintas as a writer and worked on brands like Johnson & Johnson, Cadbury’s and Unilever.

    Tista joined J Walter Thomson and for over 22 years she was involved with some of the largest brands in India and some of the most memorable and well-loved ad campaigns for Unilever, ITC, Godrej, GSK, Aditya Birla, Sony, SBI Mutual Funds

    Tista has been ranked among the 20 most creative people in Asia and worked on campaigns that have won numerous metals at Cannes, Clio, Ad-Fest, One Show, D&AD, Clio, Spikes Asia including the Grand Prix and Gold for her work on Lost Daughters in 2022.

    Over the years, Tista has been on the jury of several global advertising festivals including Cannes, D&AD, Clio, LIA, Gerety Awards, Spikes and The New York Festival. In 2015 Tista had the pleasure of being the only Asian on the inaugural Glass Jury at Cannes that honours gender diversity in communication.

    Tista is co-founder of The Collective, an agency-agnostic platform that is a voice for young women in the industry when it comes to discrimination and gender inequality. Passionate about story-telling and the power of the written word, Tista is the only Indian to be published in the Modern Love Column of the New York Times.

    Tista recently founded Ladyfinger, an agency that talks to women specifically on issues they can relate too and has worked with brands to adopt an insightful communication model.

    The Abby Awards will be held on the 29, 30, and 31 May during Goafest 2024.

    For more details on The Abby Awards, visit https://abbyawards.com/