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Tag: Schbang

  • Fevicol sticks it to the Louvre heist with witty real-time masterstroke

    Fevicol sticks it to the Louvre heist with witty real-time masterstroke

    MUMBAI: Paris lost a jewel, but Fevicol stole the moment! In a stroke of sticky brilliance, Fevicol turned the recent Louvre Museum jewel heist into a marketing masterpiece, proving once again that no global moment escapes its famously “mazboot jod” (strong bond).

    As social media buzzed with Dhoom 2 and Mission Impossible references after the theft, Fevicol, crafted by Schbang, slid smoothly into the conversation. Their cheeky post read, “Ab Dhoom machane ki hamari baari” (Now it’s our turn to make an impact), suggesting that if the display case had been sealed with Fevicol, the heist would’ve been, quite literally, impossible.

    The tongue-in-cheek ad glued together global pop culture and local wit, making audiences chuckle while subtly flexing the brand’s promise of unbreakable bonds. And the numbers spoke louder than any art critic, over 41 million views, 73,000 shares, and 165,000 interactions in just five days.

    Fevicol’s vice president of marketing Rajiv Subramanian, put it best, “Every global moment is a canvas for creativity and we love adding Fevicol’s sticky twist.”

    Senior creative strategist Sanyukta Jamkhedkar revealed that the idea came naturally, “When the team saw the news, someone joked, ‘Fevicol laga diya hota!’ That’s how seamlessly it began.”

    By blending topical humour with desi flair, Fevicol once again proved that it doesn’t just join conversations, it cements them. From furniture to fandoms, if it’s trending, Fevicol’s got it stuck.
     

  • Mccain serves a musical treat this Diwali with Usha Uthup’s ‘Jugalbandi’

    Mccain serves a musical treat this Diwali with Usha Uthup’s ‘Jugalbandi’

    MUMBAI: This Diwali, McCain is striking all the right chords. The brand’s new campaign, Jugalbandi, brings together three generations of the Uthup family in a heartwarming celebration of food, music, and togetherness.

    Created by Schbang, the film stars the queen of Indian pop, Usha Uthup, alongside her daughter Anjali and grandson, in a delightful musical face-off that turns into a moment of family unity. Set at a lively Diwali house party, the film captures Uthup’s iconic disco charm blending with Anjali’s spirited beats and her grandson’s modern DJ flair. The playful competition melts into harmony when the irresistible aroma of Mccain snacks fills the air, bringing everyone together over hot, crispy treats.

    With Jugalbandi, Mccain celebrates the idea that food bridges more than just hunger, it bridges generations. By fusing two of India’s biggest passions, food and music, the campaign transforms a simple snack into a symbol of connection and joy.

    “These days, families are often spread across cities and time zones, and it’s only on special occasions that everyone comes together,” said Mccain Foods India managing director Mainak Dhar. “Our Jugalbandi campaign celebrates how different generations, each with their own rhythm, can find harmony over a plate of Mccain snacks. Usha Uthup embodies this spirit perfectly, rooted in culture yet modern and relevant.”

    Schbang president – brand solutions Jitto George added, “When we set out to create a generational ‘jugalbandi’, the first and only choice was Usha Uthup and her family. Their real bond brought the idea to life, blending nostalgia, music, and the joy of food which is the very essence of Mccain’s philosophy of togetherness.”

    The campaign runs across digital platforms, reinforcing Mccain’s role as the snack that turns festive gatherings into shared moments of warmth, laughter, and love. 
     

  • Cairns Crocodiles make waves in India ahead of 2026 festival

    Cairns Crocodiles make waves in India ahead of 2026 festival

    MUMBAI: At the thoroughfares of Juhu Tara Road, inside the warm and welcoming setting of Soho House Mumbai, Misfits Media CEO David Hovenden and Cairns Crocodiles Special Envoy Sangeeta Leach unleashed the India chapter for the Asia-Pacific creative community, of three days of awards, masterclasses, and industry networking event planned for May 12–14, 2026, in Cairns, Australia.

    The exclusive evening brought together bigwigs from leading marketing, advertising, and creative agencies such as Leo Burnett, Lintas, Brandmusiq, and Schbang. The room bustled with laughter, lively and insightful conversations, and a shared joie de vivre about the media, entertainment and advertising industry as Hovenden and Leach spoke about how Cairns Crocodiles aims to be a stepping stone for creative minds across the world.

    In a candid tête-à-tête with Indian Television’s Megha Misra, CEO David Hovenden recalled how the idea of starting the festival was conceived in the most unexpected of times, during the peak of the pandemic.  

    “In 2020, when covid happened, we said, this is going to happen. And we tried to stand the event up. But because of the changing nature of covid and border restrictions, we had to reschedule it five times.” Hovenden noted. “Australia’s states had different rules, and people weren’t even allowed to move within them. So we kept shifting dates, hoping we could finally make it work. Every time we cancelled and moved it again, more people got on board, cheering us on and barracking for us.”

    What began as a logistical nightmare soon turned into a marketing success. “Who would’ve thought covid could be a brilliant marketing tool?” he added. “Everyone felt sorry for us and they started rooting for us. In the end, it worked out brilliantly.”

    After two years of perseverance, Hovenden and his team realised they had built something people truly loved. “We started seeing participants not just from across Australia, but also from parts of Asia,” he said. “That’s when we knew it was time to grow… to make it bigger and more inclusive.”

    The decision was made to transform the event into a truly Asia-Pacific celebration and introduce a dedicated awards programme to honour creativity across the region. “It couldn’t just be an Australian event,” Hovenden explained. “We’re part of a wider creative region, and it was important to reflect that inclusivity.”

    And that’s how the Cairns Crocodiles came to life, evolving from the tongue-in-cheek name into a full-fledged festival of creativity and connection.

    “Over the past three years, we’ve travelled to India, Thailand, Japan, Singapore, Malaysia, and Korea, inviting people to participate, collaborate and showcase their best work,” Hovenden noted. “We’re finally seeing that momentum build.”

    Before moving to address the attendees at the soiree, Hovenden brought out a set of the ‘Hatchlings’ awards, the festival’s category for young participants under 30. The Hatchlings trophies are particularly special. Each team receives two separate trophies, one for each member, designed in the shape of a young crocodile hatchling. When placed together, the two pieces form a single trophy, embodying both teamwork and the festival’s spirit of nurturing new talent. The playful design also inspired the name “Hatchlings,” symbolising the next generation of creative professionals ready to make their mark.

    The Cairns Crocodiles Festival celebrates world-class creativity across advertising, marketing, media and brand. In 2025 more than 2,100 of the region’s most influential agency leaders, marketers and rising stars descended on Cairns for three days of awards, inspiration, learning and unforgettable networking.

    Early ticket sales and enquiries are pointing to this number ballooning out to more than 3000 high powered delegates for 2026, with an expanded presence in particular from India.

    With an ambitious objective to surpass previous participation turnout, Hovenden didn’t shy away from setting a bold target.

    “I want to have over 5,000 participants next year,” he said. “With India having some of the sharpest creative minds and the most dynamic storytelling cultures in the world, we’re happy to encourage more participation from here.”

    As the Cairn Crocodiles CEO put it, this wasn’t just another meet-and-greet, it was a teaser of what’s to come. The Cairns Crocodiles, often dubbed the ‘Cannes of the Asia-Pacific’, are eyeing India as a key creative hub and a vital audience for their upcoming 2026 edition.

    “We’re here to build genuine partnerships, not just host an event,” Hovenden added. “This is the beginning of an exciting creative bridge between Australia and India.”

    Taking a cue from Hovenden, co-founder Sangeeta Leach spoke about the spirit that defines the festival. “I think the most important thing about the Cairns Crocs is that creativity is something we take very seriously. We’re fun, we’re candid, we’re honest. We are real.”

    There were also two past jury members of Cairns, guests of honour and long-time friends present at the soiree, who shared their own experiences with the festival: Ex-BBH & Publicis Worldwide, India CEO Subhash Kamath and Brandmusiq CEO and founder Rajeev Raja. The two friends reminisced about their vibrant experiences at the event in Cairns.

    “I found that at Cairns, there’s a real genuineness and intellectual honesty in the way ideas are nurtured. After graduating and earning my PhD, it felt refreshing to return to that kind of nurturing environment, almost like being back in a nursery. That’s the kind of simplicity and honesty with which Cairns has truly flourished,” shared Kamath, encouraging his fellow attendees to spread the word that Cairns in Tropical North Queensland, Australia is the place to be.

    His sentiments were echoed by his dear friend Rajeev Raja, who said he had an absolute blast attending the Cairns Crocodiles in 2025.

    “I found the attendees in Cairns to be incredibly welcoming, inspiring and a whole lot of fun. I was particularly taken with keynote speaker Olympic gold medallist Ariarne Titmus,” said Raja, who enthralled crowds in 2025 with an onstage performance with his legendary jazz flute.  

    Another significant announcement made at the event was that the Cairns Crocodiles would officially be opening a permanent Indian Office with the promotion of Bhavika Sharma to general manager India.

    “I am delighted to be moving to the land of my parent’s birth and super excited to be calling Mumbai, the city of dreams, my new home. I look forward to continuing to engage the marvellous Indian creative community and bringing many of you across to Cairns in May 2026,” said Sharma.

    The 2026 edition of the Cairns Crocodiles promises to be bigger and more inclusive than ever. The festival has expanded its awards categories to include new regional-specific Asia segments, designed to celebrate standout work from South-east, South and North-east Asia. For the first time, it will also introduce new regional awards that recognise market-leading campaigns across Asia-Pacific subregions.

    The Hatchlings competition, which shines a spotlight on emerging talent, is also getting a creative boost, now welcoming entries in ‘Print & Publishing’ and ‘Out of Home’ categories to give young creatives even more ways to showcase their skills. The judging framework has been refined too, with a sharper focus on clarity, effectiveness and real-world impact.

    To better accommodate international participants, deadlines for Hatchlings have been moved earlier, ensuring smoother visa processes for finalists. Additionally, the 2026 programming will embrace richer, more inclusive content that reflects the diversity and creative energy of the region.

     

  • Flair Pens launches ‘The Right Move’ campaign for eco-friendly pencil

    Flair Pens launches ‘The Right Move’ campaign for eco-friendly pencil

    MUMBAI: Flair Pens has rolled out its latest sustainability-led initiative, ‘The Right Move’, a campaign that positions the Move 2mm mechanical pencil as an eco-conscious alternative to traditional wooden pencils. Conceptualised by Schbang, the emotionally charged film uses a child’s perspective to highlight the unseen environmental cost of classroom stationery.

    At the heart of the campaign is a simple yet powerful metaphor: the act of sharpening a pencil visually transforms into trees being cut down, reminding viewers of the link between everyday stationery choices and deforestation. By framing this through a child’s innocent lens, the narrative drives home the importance of making conscious decisions early on.

    Unlike traditional wooden pencils, the Move 2mm mechanical pencil is refillable and not made of wood, while still retaining a familiar wooden feel. This innovation reduces waste, ensures longevity, and allows students to enjoy the same writing experience without compromising on sustainability.

    The campaign is designed to resonate with students, parents, and educators, positioning Flair not just as a stationery manufacturer but as an empathetic innovator addressing both environmental and user needs.

    “The 2mm pencil is truly an innovation for a cause. To launch such a product, we wanted to drive the importance of this innovation directly to its users, the children, and inspire them to make the right change,” said Schbang creative lead Vaibhav Das.  

    Through ‘The Right Move,’ Flair underscores its mission to make sustainable choices accessible and impactful, proving that environmental responsibility can begin with something as simple as a pencil. 
     

  • Mathemedia: Shripad Kulkarni launches podcast for media’s next era

    Mathemedia: Shripad Kulkarni launches podcast for media’s next era

    MUMBAI:  Shripad Kulkarni, veteran media maven and former ceo of Vizeum, is launching MatheMedia, a first-of-its-kind podcast that promises to crack the code of India’s fast-changing media landscape.

    Streaming from 1 September 2025, the long-format series blends a CMO briefing with a masterclass, featuring over 25 industry heavyweights from advertising, tech, publishing, and brand leadership. The opening episode, aptly titled ‘The New Media Code’, will bring together voices such as L.V. Krishnan (TAM Media Research), Puneet Avasthi (Kantar), and Ajay Gupte (WPP Media) to decode the seismic shifts shaking the industry.

    “We live in a world of channel chaos, with more platforms and fragmented audiences than ever before,” said MatheMedia, founder, Shripad Kulkarni. “Gone are the days when we could think & work linear & measure with a linear mindset. Today’s marketer faces multiple challenges. With more category entry points, brand assets & personalised messaging needs, brand strategy is being redefined. Brand custodians face growing pressure from a crowded network of channels and partners. It’s time for new rules in strategy, media, measurement, and collaborations.”

    The podcast’s 12-episode debut season will tackle hot-button issues: the rise of AI in advertising, quick commerce, evolving consumer journeys, and the urgent need for unified, privacy-compliant measurement systems. Expect candid debates, sharp insights, and a dash of storytelling to simplify complex industry jargons.

    Guests lined up include Schbang’s Akshay Gurnani, Google India’s Priya Choudhary, Dentsu Creative Isobar’s Sahil Shah, and India Today’s Vivek Malhotra, to name just a few. Think of it as a roundtable where India’s top media minds redraw the playbook for marketers navigating chaos.

    Kulkarni, who has advised marquee brands from Fevicol and BMW to Airbnb and Yes Bank, brings his three-decade expertise and signature wit to the mic. His goal is to help professionals not just adapt to disruption, but shape it.

    Episodes will drop every Monday across Spotify, YouTube, LinkedIn and Instagram. So, whether you’re a CMO, a curious marketer, or just wondering why your ads keep following you around the internet, MatheMedia might just be the formula you need.

     

  • Schbang elevates Neel Gawde to chief business officer

    Schbang elevates Neel Gawde to chief business officer

    MUMBAI: Digital agency Schbang has promoted Neel Gawde to chief business officer, marking his rise from national head of business development. Gawde, who joined the firm in 2018, has been instrumental in driving client acquisition and expanding Schbang’s solutions, media and events portfolio.

    A marketing specialist with a track record of more than 700 pitches and 300 closures, Gawde earlier worked at Togglehead and Activ Eight Dimensions. He began his career in social media management before moving into business development.

    At Schbang, he credits founder Harshil Karia’s mentorship and his team’s “relentless pursuit of excellence” for the agency’s momentum. In his new role, Gawde is tasked with accelerating growth and shaping the next phase of Schbang’s expansion in India’s fiercely competitive digital market.

  • Roshan Salian joins Magnon Group as associate vice president – key accounts

    Roshan Salian joins Magnon Group as associate vice president – key accounts

    MUMBAI: Roshan Salian has been appointed associate vice president – key accounts at Magnon group, marking the latest step in a 15-year career in digital marketing.

    Salian, who has previously held leadership roles at Social Panga, Ogilvy, Schbang, Tonic Media and Gozoop, is known for crafting customer-first campaigns and building collaborative partnerships with digital-first brands.
    At Social Panga, he spent over three years as group head – brand solutions, overseeing client relations, creative strategy and integrated marketing. Earlier stints include account director at Ogilvy and group solutions manager at Schbang.

    With his new mandate, Salian is expected to drive strategic growth for key accounts at Magnon group, leveraging his expertise in campaign strategy, operations and brand development.

  • Enormous lives up to its name as digital dominance gets properly massive

    Enormous lives up to its name as digital dominance gets properly massive

    GOA: Day two of Goafest 2025 witnessed Enormous absolutely bulldozing the digital specialist category with the sort of performance that makes other agencies wonder if they’ve been doing this whole digital thing wrong all along.

    The aptly named agency lived up to its billing by hoovering up 64 points through one gold, five silvers, six bronzes and a merit—a haul so comprehensive it left competitors reaching for their calculators and then quietly weeping into their keyboards.

    Leo India managed a respectable second place with 26 points courtesy of two silvers, three bronzes and a merit, though one suspects they might have preferred a few more zeros on that scoreboard. Meanwhile, ^a t o m network and Mudra Max found themselves locked in a dead heat at 22 points each—^a t o m network with one silver, three bronzes and two merits, whilst Mudra Max opted for one silver and four bronzes. 

    The gold rush wasn’t entirely monopolised by the winner. Tilt Brand Solutions snagged 18 points with one gold, one silver and one bronze, whilst Schbang grabbed 16 points with one gold and two bronzes. Swiggy Ltd proved that food delivery companies can serve up awards too, bagging 14 points with one gold and one silver.

    The middle order was packed tighter than a Mumbai local train. Digitas, Maitri Advertising Works, The New Thing by Talented, and VML India all managed 12 points each—though their routes  varied wildly. FCB India scraped together 10 points with one bronze and three merits.

    Those trailing weren’t entirely forgotten. Grey Group, Krafton India, and Restless – a division of Magic Circle Communications each managed six points, whilst the stragglers—BelieveTrinity, Havas Life Mumbai, Havas Worldwide India , Interactive Avenues , and Rapidue Technologies —all pocketed two points each. 

    The Abby Creative Awards 2025, powered by The One Show, continued their systematic dismantling of every conceivable advertising category, with broadcaster, design specialist, mobile specialist, technology specialist, and direct specialist awards ensuring no stone remains unturned in the quest for creative excellence.

  • Akshay Gurnani steps down as Schbang CEO, gears up for next big leap

    Akshay Gurnani steps down as Schbang CEO, gears up for next big leap

    MUMBAI: For most, Mondays mean emails, meetings, and caffeine-fuelled survival. But for Akshay Gurnani, this Monday was different-it marked the end of a decade-long journey as co-founder & CEO of Schbang and the beginning of a brand-new adventure.

    “Ten years. A whole decade. A long time, yet in the larger picture of life, just a small fraction,” reflects Gurnani. “And yet, these 10 years have been nothing short of transformative.”

    Gurnani co-founded Schbang at just 25 years old, fuelled by the ambition to build something from the ground up. Along with his fellow co-founders, he set out to redefine the marketing landscape and provide cutting-edge solutions to clients. Under his leadership, Schbang scaled to a 1,100+ member team across Mumbai, Bangalore, Delhi, London, and Amsterdam, servicing over 200 brands globally. His relentless commitment propelled the agency to become one of the most sought-after creative powerhouses in the industry.

    From the boardroom to the brainstorming room, Gurnani’s leadership has been marked by resilience, innovation, and the sheer audacity to push creative boundaries. Schbang executed award-winning campaigns for Pidilite, Perfetti, Godrej Consumer Products, Tata Consumer, L’Oréal Group, Finolex Pipes, Ashok Leyland, Crompton, Castrol, Baskin Robbins, Philips, and more. Beyond building a successful agency, he fostered a community—mentors, teammates, industry peers, and clients who became friends.

    “More than anything, Schbang has been about the people, the culture. The teammates who turned into family. The mentors I looked up to. The clients who became partners (many now good friends) and believed in us. Each one of you has left a mark, and for that, I am eternally grateful.”

    While one chapter closes, another unfolds. Gurnani isn’t slowing down—he’s simply switching lanes. His next phase will focus on business transformation, mentoring startups, investing in game-changing ideas, and empowering young students. He aims to help brands and agencies on a hyper-growth trajectory in India and the UAE, leveraging his expertise in digital marketing, AI, media, and technology.

    “As business landscapes evolve and consumer behaviours shift, client needs are changing rapidly. My focus is on eliminating redundancies and prioritising services that deliver business value,” he shares. “Digital transformation isn’t just about technology—it requires a deep understanding of a client’s business and a partnership-driven approach to drive meaningful change.”

    Having worked with Fortune 500 brands, Gurnani has developed a keen eye for identifying inflection points where inefficiencies arise. His goal is to go beyond vanity metrics, dive deeper into digital transformation, and help brands achieve sharper outcomes powered by the right human resources, media, and technology.

    During his time at Schbang, Gurnani was also recognised with numerous 30 Under 30 awards and named among India’s Top 50 Content Marketing Professionals.

    “It’s not a goodbye, it’s just a shift in gears because if there’s one thing I’ve learned over the last 10 years, it’s that new ideas, new journeys, and new beginnings are always around the corner.”

    Schbang may have started as a bold idea, but its legacy continues. And so does Gurnani’s next great adventure.

  • MSD ditches Schbang over irresponsible Poonam Pandey death stunt

    MSD ditches Schbang over irresponsible Poonam Pandey death stunt

    Mumbai: MSD, the Indian arm of the American pharmaceutical company Merck, has ended its collaboration with the digital marketing firm Schbang due to its involvement in a controversial publicity stunt featuring actor and model Poonam Pandey.

    Merck manufactures the Gardasil vaccine, which guards against HPV strains linked to cervical cancer. This decision was prompted by the emergence of news regarding the publicity campaign. Certain social media posts implied MSD’s connection to the stunt.

    As per a report in the Economic Times, an MSD spokesperson stated that the partnership was terminated due to conflicts of interest.

    On February 6, venture capitalist Mahesh Murthy connected Schbang to Poonam Pandey and MSD’s HPV vaccine in a LinkedIn post. He shared a link indicating that the awareness campaign had garnered over 43 million YouTube views and had been shared by several influencers.

    Gardasil has been on the market in India since 2008. Gardasil 9, which targets nine HPV strains, is priced at Rs 10,850 per dose, while the quadrivalent Gardasil is priced at Rs 4,000 per dose.