MUMBAI: There’s more to the bathroom these days than soap and solitude.
For Aqua Plumbings, it’s a canvas for design, elegance and daily rituals—one that now gets a sharp creative partner in Ogilvy.
The Mumbai-based bath solutions brand has officially partnered with the ad giant to reshape how India sees and experiences its bathroom fixtures.
The collaboration marks a push by Aqua Plumbings to deepen its brand narrative in the booming bathware space, where design has gone from function to lifestyle statement. With Ogilvy, part of the WPP Group, Aqua Plumbings aims to elevate its two distinct brands—Plumber Bathware and Aquini—with strategic storytelling that blends luxury, design and consumer aspiration.
“At Aqua Plumbings, we’ve always focused on quality, innovation, and understanding our customer’s evolving aspirations. Partnering with Ogilvy gives us the opportunity to take that story further—with clarity, creativity, and consistency”, said Aqua Plumbings Pvt. Ltd ED Sudhir Chaudhary.
Aqua Plumbings operates through two verticals. Plumber Bathware, the flagship range, champions design, water efficiency and smart living—offering taps, showers and accessories with features like motor-driven, sensor-controlled fittings. At the upper end, Aquini caters to India’s ultra-luxury bath segment with sanitaryware and faucets built with high-end materials and European craftsmanship.
Rooted in European design standards and tailored to Indian expectations, Aqua Plumbings has built its identity on precision, sustainability and form-meets-function. Its push to redefine how Indian consumers perceive bath spaces mirrors a broader shift in how interior luxury is being consumed in the country.
Ogilvy Delhi (north) president & head of office Prakash Nair added, “This partnership brings together two companies with a shared belief in craft—whether in product or communication. We’re excited to work alongside Aqua Plumbings to build a brand presence that’s both culturally resonant and category-defining”.
The campaign will aim to build enduring narratives around bathware’s evolution in India, balancing utility with an aesthetic that appeals to the growing tribe of home-upgraders and interior purists.
As more Indians aspire to have spa-like bathrooms in their homes, Aqua Plumbings and Ogilvy have set their sights on making taps and tiles as much about aspiration as application.
MUMBAI: News broadcasting hasn’t had a proper makeover in two decades and is paying the price as viewers switch to sexier platforms, claims popular anchor Sudhir Chaudhary. Speaking on a Governance Now podcast with Sri Adhikari Brothers managing director Kailashnath Adhikari, , Chaudhary delivered a blunt diagnosis of the industry’s ailments.
“Least innovation has taken place in the news broadcast industry,” lamented the veteran journalist. “With nearly 400 news channels today, the big 10-15 follow identical breaking news formats with red alerts, similar headlines, and studios where anchors look remarkably alike—debating the same subjects with familiar panellists.”
The industry, he argues, has become obsessed with ratings rather than reinvention. “Experts in newsrooms study TRPs and suggest content creation based on popularity. Ninety-nine per cent of the industry functions in this reactive manner. The industry has lost its way.”
Chaudhary, who boasts 7.9 million followers on X (formerly Twitter), noted a telling shift in viewer language: “Earlier people said they watch me on TV, but now they say they follow me.”
While traditional news outlets flounder, social media influencers are cultivating massive audiences through innovative formats. Unlike cricket—which reinvented itself from five-day tests to T20 spectacles—television news remains trapped in amber, with the same stale formulas recycled night after night.
“Today the consumer has a plethora of available options,” Chaudhary observed. “News is available on WhatsApp, Instagram, Snapchat, television, print and social media. You have to show the same story in different formats, durations and parts on different platforms.”
Looking ahead, Chaudhary—rumoured to be joining the National Broadcaster—says he craves “freedom to create content instead of chasing TRPs” and will seek alliances with social media creators. The message is clear: evolve or become yesterday’s news.
MUMBAI: When the late Michael Jackson sang the hit single Black or White in 1991, little did he know the title would inspire a news program’s title Black & White two decades later, which would become a massive hit in India. Of course MJ’s song was all about respecting colour, and Black & White, hosted by consulting editor Sudhir Chaudhary on Aaj Tak, dissects developments of the day during prime-time.
So strong has been Black & White’s grip on viewers, according to research data provided by TV Today, that it has held on to the leadership position across television and digital platforms in early February. The programme topped Hindi news viewership in week five of 2025, recording a gross average minute audience of 9,746 during its 9 pm slot, according to ratings agency Barc. News18 India followed with 9,355 viewers, whilst Republic Bharat drew 8,752.
On YouTube Live between 3-7 February, the show averaged 136,000 concurrent viewers, significantly ahead of India TV at 68,100 and Republic Bharat at 46,700. Times Now Navbharat and ABP News recorded 32,600 and 29,200 viewers respectively.
Chaudhary, who joined Aaj Tak in 2022 after senior roles at Zee News and Wion, presents the nightly analysis programme across television, digital platforms and out-of-home screens. He was previously awarded the Ramnath Goenka journalism excellence award in 2013.
The show’s cross-platform performance has helped cement Aaj Tak’s position as India’s most-watched Hindi news channel, according to a release issued by the company.
Mumbai: When the world is glued hawk-eyed to cricketers, MakeMyTrip turns its attention to sports superfans instead. India’s leading online travel company’s latest campaign dials in on cricket fever by getting cricket superfans from across the globe to verify the quality and hospitality standards for its catalogue of homestays and villas.
Travellers sometimes find themselves in a fix when the accommodation booked isn’t in line with their expectations, especially for the homestays category, where hospitality and offerings aren’t standardised. MakeMyTrip solves for this travel woe, taking the unusual approach of roping in popular cricket superfans from across the globe as quality assurance ambassadors. Sudhir Chaudhary, Saravanan Hari, Sugumar, Gayan Senanayaka (Sri Lanka), and Shoaib ‘Tiger’ Bukhari (Bangladesh) test and validate MakeMyTrip’s curated homestays and villas in the brand’s latest campaign. Given their extensive travel experience chasing matches globally, the chosen superfans are uniquely equipped to provide a proper assessment on the parameters of pricing, service, and space.
Commenting on the campaign, MakeMyTrip chief marketing officer and chief business officer – corporate Raj Rishi Singh said, “The fever pitch around cricket gave us an optimal opportunity to showcase the meticulous quality check mechanisms MakeMyTrip has put in place for our alternate accommodations category. We always approach business from a problem-solving mindset, and who better to communicate this than genuine globetrotters such as our cricket superfans, who share the same passion for travel as they do for the game.”
MakeMyTrip stands out for providing a unique and trustworthy experience by redefining industry standards and ensuring travellers can access the best accommodations across price points. The twin values of ‘Uniqueness’ and ‘Trust’ also carry through to the brand’s campaigns. At a time when the environment is cluttered with communique led by cricketers and mainstream celebrities, honing in on real-life superfans makes this campaign stand out.
The first leg of campaign deployment caught the nation’s attention through a print outreach. The brand has now released a series of films depicting the campaign protagonists judging and validating MakeMyTrip Homestays on space, price, and service parameters. The films are live on all of the brand’s social channels
Mumbai: Polycab India Ltd., India’s largest Wires and Cables manufacturer and one of the fastest-growing FMEG companies, is all set to make this World Cup season even more electrifying with its latest campaign, “Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab.” Polycab India is an official partner for the ICC Men’s Cricket World Cup 2023.
The heart of the campaign is to connect with every cricket enthusiast and capture their emotion as they cheer for the country. The start of the campaign is an exhilarating anthem, sung by the talented Dev Negi, and brought to life by director Jay Bhansali. Bharat-Hitarth (Bharat Menaria and Hitarth Bhatt) have masterfully composed the music for the anthem. It is a lively musical composition with lyrics that revolve around India’s quest to win the World Cup once again. It celebrates the unity of cricket fans, highlighting individuals from diverse backgrounds, all coming together to dance to Polycab’s anthem beat and perform the hook step.
The digital campaign features three extraordinary individuals who have carved unique spaces for themselves as super fans of Indian cricket: Sudhir Chaudhary, Saravanan Hari, and Pintu Behera. They join the clarion call, encouraging fans from all walks of life to demonstrate how they are cheering for India, using the anthem’s catchy hook step and audio. The campaign has been conceptualised and executed by FCB Kinnect.
Cricket in India is not just a sport; it’s an overwhelming emotion, and every Indian has their unique style of expressing their support for the national cricket team. Whether it’s sitting at the perfect angle in front of the TV, painting the tri-color on one’s face, or distributing sweets as soon as Cricketer hits half a century every person emotes their ecstasy in their distinct ways. Polycab invites the entire nation to showcase their passion for cricket and support for Team India through its exciting campaign, #CheerIndiaKeLiye.
The focal point of the campaign is user-generated content (UGC) from passionate Indians demonstrating how they #CheerIndiaKeLiye, incorporating the anthem’s hook step and audio. To spread the word about this thrilling contest and the infectious anthem, Polycab has teamed up with a diverse group of digital influencers, popular TV stars, and content creators. Over the next couple of weeks, these influencers will be creating unique social media content encouraging their followers and users to participate in the #CheerIndiaKeLiye campaign by using the anthem’s audio and hook step. Exciting social media consumer contests is being rolled out as part of the campaign across the country to #CheerIndiaKeLiye and win exciting prizes.
The campaign will also cover real-life stories across the country of how people are going out of the way to cheer for India to win the World Cup once again.
Commenting on the same, Polycab India CMO & executive president Nilesh Malani said, “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council for the Cricket World Cup 2023. Polycab has always aimed to resonate with the passions and sentiments of our diverse nation. Cricket is not just a sport in India but it’s an integral part of our culture and identity. Through #CheerIndiaKeLiye campaign, we aim to celebrate the fervour and enthusiasm that unites every Indian during this cricketing extravaganza. Our strategy is simple yet powerful – we want to empower every Indian to express their love for cricket and support for Team India in their own exclusive way. Through the #CheerIndiaKeLiye campaign, we are inviting fans from all walks of life to come together and showcase their cricketing cheer. Whether you’re a die-hard fan or someone who enjoys the occasional match, we want you to be a part of this celebration.”
Polycab India recently unveiled its renewed brand identity and philosophy that reflects its future business roadmap. Polycab is undergoing a remarkable transformation under Project LEAP. While being renowned for its excellence in manufacturing wires and cables, Polycab continues to expand its horizons to offer a comprehensive suite of electrical solutions for modern living making it safe, convenient and sustainable. The rebranding is not just a shift in Visual Identity or Brand Architecture, it is a guiding philosophy that underscores Polycab’s commitment to Innovation, Technology, Safety and Sustainability leading to its Brand Purpose of ‘Connecting all to a brighter future.’
Speaking of the film, FCB Kinnect executive creative director Ashish Tambe said, “As the official partner of ICC, Polycab has created a rallying cry that will unite every Indian fan. #CheerIndiaKeLiye is an emotion, a state of being, and a default mode that is activated in every Indian, whenever our ‘Men in Blue’ take the field. The victory of the piece is how it captures this multifaced emotion – the madness, the prayer, the hope, the triumph, the pride – in its true essence. Nuances such as bringing on no professional dancers and capturing the offbeat, yet true moves of real fans make this a genuinely relatable anthem of this season.”
Mumbai: News18 India has strengthened its leadership in the field. According to the most current Barc data for Wk 39 to 42, Aaj Tak, which has slipped to the fourth spot in the viewership statistics, is 29 per cent behind the channel.
According to Barc data (market share per cent 24 hrs TG:15+, India, Wk 39-42’22, All Day), News18 India accounts for 15.9 per cent, followed by TV9 Bharatvarsh at 13.6 per cent, India TV and Aaj Tak both accounting for 12.3 per cent each.
According to Barc data (market share per cent, 6 p.m. to 12 a.m., TG:15+ HSM, Wk 39-42, All days), News18 India maintained its dominant position in the highly sought-after prime time slot, capturing a staggering 16.5 per cent market share. TV9 Bharatvarsh managed 14.8 per cent of the market, while India TV, Republic Bharat, and Aaj Tak each maintained a 12.3 per cent share.
The most prestigious time slot in the national Hindi news genre, between 9 p.m. and 10 p.m., has also been maintained by News18 India, where Kishore Ajwani’s show tops Rajat Sharma’s show on India TV and Sudhir Chaudhary’s show on Aaj Tak.
While News18 India dominated the news segment with 18.7 per cent market share, India TV managed 16.2 per cent, followed by Republic Bharat with 15 per cent and Aaj Tak with 13.6 per cent, respectively, as per Barc data (market share per cent, 2100-2200 hrs, TG:15+ HSM, week 39-42’22, Mon-Fri).
According to the weekly report, News18 India has been outperforming the top general entertainment channels (GEC) in terms of reach.
The channel claims that News18 brands have been gaining strong traction even online, with their views rising rapidly across YouTube and other social media platforms.
To stay well ahead of the competition and maintain its distinctively tailored content for the audience, News18 has made significant investments in technology and editorial resources.
Mumbai: News18 India has outperformed popular GECs in terms of reach. News18 India claimed that they have outperformed top general entertainment channels such as Star Plus, Sony and Zee TV with a cumulative reach of 8.7 crore.
According to Barc data (HSM; All 15+; Avg. Wk 37-40’22), the cumulative reach of Star Plus stood at 7.6 crore, whereas the cumulative reach of Sony and Zee TV stood at 6.56 crore and 6.52 crore, respectively.
Commenting on the viewership data, Network18 Hindi News CEO Karan Abhishek Singh said, “News18 India has a reach significantly better than all the major GECs. Our reach and viewership numbers show the kind of audience trust we enjoy. For advertisers, it’s a great opportunity to use the news genre as their preferred vehicle and to take their brand to audiences in a much more efficient and impactful way.”
For over three months now, News18 India has been number one in terms of both viewership and reach in the Hindi news genre.
This week, News18 India maintained its lead in the national Hindi news channel segment with 15.9 percent (Wk. 40’22, TG: 15+, HSM), compared to TV9 Bharatvarsh’s 13.0 per cent, India TV’s 12.6 per cent, and AajTak’s 12.5 per cent market share.
The channel has performed exceptionally well in the highly sought-after 9 – 10 p.m. prime time slot.
Kishore Ajwani of News18 India has a market share of 18.4 per cent, while Sudhir Chaudhary of AajTak is ranked fourth with a market share of 14.1 per cent.
Furthermore, News18 India has nearly three times the viewership of ABP News during the prime time period of 9 to 10 p.m.
Mumbai: On Monday, Aaj Tak announced its new campaign “Mera Swabhimaan” with its first segment on the channel’s prime time show Black & White by Sudhir Chaudhary at 9 p.m.
The campaign’s interactive format invites viewers to share their personal stories through self-shot videos of such incidents that happened with or around them.
Aaj Tak has also put up a dedicated microsite where viewers can submit their entries in video format at https://www.aajtak.in/mera-swabhimaan.
As a torchbearer, the campaign attempts to trigger a revolution by initiating discussion on the basic human code of conduct and strives to build a place of pride in society.
Taking a stand for ‘Swabhimaan,’ Aaj Tak urges the public to come out in full support of this campaign and submit stories for the country to see.
Mumbai: News18 India has announced that it continued to be the industry leader, cementing its No.1 position in the Hindi TV news space with a market share of 13.7 per cent in week 31-34’22.
According to Barc data provided to us by News18, Aaj Tak has a market share of 11.8 percent. With a 11.5 percent market share, India TV ranks third.
News18 said that ever since the Barc ratings have resumed, it has been steadily climbing the viewership charts.
The channel opened at number three when the Barc ratings resumed in March this year. Over the last four months, the channel has risen steadily to acquire the top position six weeks ago. It has been investing heavily in journalistic resources, along with technology. Even on digital, the brand is garnering solid traction.
Network18 CEO Hindi cluster Karan Abhishek Singh said, “As per the latest BARC data, we now reach 1.4 crore more viewers than Aajtak on a weekly basis. Our lead in Prime Time has only widened & we are seeing better stickiness for our content across day parts. In the latest ratings, our market share is higher than ABP and Zee News combined. We continue to invest heavily in content & this has resulted in News18 India enjoying continued preference from our viewers.”
In prime time on weekdays (Wk 34’22, 1800-2400 hrs, TG: 15+, HSM), News18 India is ranked number one in all individual hourly time-bands. Even in (Wk 34’22, 2100-2200 hrs, TG: 15+, HSM) News18 India is leading with a 15.8 per cent share, which is 24 per cent higher than Aaj Tak.
Additionally, News18 India has retained its No.1 position from 9-10 p.m. News18 India’s Kishore Ajwani show is ahead of India TV’s Rajat Sharma and Aajtak’s star anchor Sudhir Chaudhary.
Mumbai: Aaj Tak’s show Black & White has surpassed Zee News’s show DNA in terms of viewership.
After leaving Zee News and its show DNA, journalist Sudhir Chaudhary joined Aaj Tak and launched his new prime-time show Black & White.
In the latest week rolled data, Black & White in Wk 32 was at 824 (ooo) AMA and has crossed the viewership of DNA, which stood at 792 (000) AMA with the last six-week average (between Wk 20 to 25 at 9 to 10 p.m. on weekdays).
In terms of daily average reach, Aaj Tak is 20 per cent ahead of Zee News with 6428 (000) AMA in Wk 32, whereas Zee News was at 5345 (ooo) AMA between Wk 20 and 25.
When it comes to cumulative reach, Aaj Tak is 23 per cent higher at 24616 (000) AMA between Wk 32 compared to Zee News, which is at 20063 (000) between Wk 20 and 25 AMA between 9 p.m. and 10 p.m.
