MUMBAI: Infectious Advertising, one of India’s leading independent agencies, has named Smriti Tewari as business head, marking a strategic move to sharpen client focus and expand new business opportunities.
With 13 years in advertising and marketing, Tewari has worked across categories including automobiles, FMCG, home paints, fashion, real estate and financial services, at agencies such as Ogilvy, FCB, The Minimalist and VML. She has partnered with brands like Honda Cars, BMW, KFC, Dulux Paints and Colgate Palmolive, managing integrated campaigns across ATL, BTL and social media.
Managing partner & chief operating officer Siddhartha Singh said, “Smriti will play a pivotal role in strengthening client relationships and unlocking new opportunities. Her vast experience lays a strong foundation for driving work that is both effective and highly shareable.”
On her appointment, Tewari said, “Stepping into this role is both an honour and a thrilling responsibility. Infectious has always believed in ideas that spark energy and drive meaningful change. I’m eager to elevate the agency through creativity, collaboration and client focus.”
Infectious Advertising continues to focus on delivering bold, effective campaigns that connect with audiences across platforms.
MUMBAI: Akash Nihalani, a growth-focused marketing and business leader with over a decade of experience, has taken charge as general manager – marketing at RCM, one of India’s largest direct-selling companies. With a portfolio spanning FMCG, nutraceuticals, personal care, cosmetics, fashion, and accessories, RCM reaches over 2 million households nationwide.
Nihalani brings a proven track record in building marketing ecosystems, leading cross-functional teams of 30 plus professionals and managing portfolios of Rs 35 crore. He has delivered measurable growth across sectors including FMCG, luxury, BFSI, entertainment, logistics, and technology, consistently improving brand visibility, customer acquisition, and retention through integrated strategies.
His leadership philosophy blends a builder mindset, business acceleration, and a global-ready approach, combining performance marketing, digital storytelling, and data-led decision-making. At RCM, Nihalani focuses on shaping brand identity, strengthening customer engagement, and scaling marketing communications to create meaningful impact.
Reflecting on his career, Nihalani recently concluded a chapter at The Minimalist, where he led a 30 plus member team through high-pressure campaigns, describing the experience as a journey of energy, creativity, and collaborative learning. He steps into his RCM role with a purpose-driven outlook, aligning with the company’s values of health, women empowerment, and self-reliance, aiming to contribute to building a stronger, more self-sufficient India.
Mumbai: Socheers has appointed Prashant Vyas as its new head of people growth & culture, bringing extensive expertise in human resources, talent management, and employee engagement. With over a decade of experience, he has been instrumental in shaping workplace cultures and implementing people-centric policies across many organisations.
Before joining Socheers, Vyas led HR functions at The Minimalist, Famous Innovations, Wunderman Thompson South Asia, and Hungama Digital Services, driving talent acquisition, workforce planning, and employee engagement.
Holding a master’s degree in human resources research & development from K J Somaiya Institute of Management, he combines academic insight with industry experience to foster a thriving work environment. At Socheers, he will focus on aligning HR strategies with business objectives, enhancing employee well-being, and promoting a culture of innovation and inclusivity.
Mumbai: Bringing the festive spirit to life, Amazon India celebrates its employees, associates and partners, who play a key role in delivering a delightful festive season to customers, with the launch of the #MagicHaiAmazonHai campaign. The campaign puts the spotlight on Amazon India’s employees, associates and partners, who are committed to offering the widest selection, fast and reliable delivery and a trusted and convenient experience to customers during the festive season and beyond.
Amazon employees, associates and partners from diverse backgrounds and different regions of the country have been part of the festive season event every year at Amazon. The campaign film provides behind-the-scenes into the efforts of the people that go into making speedy and reliable order deliveries to customers.
Conceptualised by The Minimalist, the three-week-long campaign unfolds the brand narrative of speed, reliability and service efficiency backed by people, process and technology. To generate intrigue and anticipation, two teaser videos were released, offering a glimpse of the campaign’s essence. The film features a catchy and energetic jingle that encapsulates the theme of the campaign. This is complemented by visuals showcasing the intricate processes involved in delivering an order and the dedicated individuals who make it all possible.
Additionally, an influencer-led activity was deployed, wherein a hook step choreographed around the jingle chorus engaged the audience. The #MagicHaiAmazonHai hook step challenge was launched encouraging people to join in and celebrate the efforts of the Amazon India team in spreading the festive cheer. The campaign received an overwhelming reach of over 21 million and garnered more than 32 million views in the first 15 days.
Commenting on the campaign, Amazon India’s head of corporate communications Madhavi Kochar said, “At Amazon, our people are at the heart of our business and we believe that our network, infrastructure, technology, and processes are only as strong as the people that power them. Our employees, associates, and partners create the kind of human magic that leads to customer delight. #MagicHaiAmazonHai is a celebration of their hard work and commitment to making our customers’ celebrations truly magical.”
The Minimalist co-founder Sahil Vaidya added, “Crafting the #MagicHaiAmazonHai campaign was a remarkable journey, aimed at showcasing the unseen efforts that fuel the magic of Amazon India. It’s a tribute to the incredible individuals who create customer delight during the festive season. The team at The Minimalist had an absolute blast building this exciting, multi-layered campaign”
Join Amazon India in celebrating the magic behind every delivery, every smile, and every festive moment. Express your gratitude with #MagicHaiAmazonHai.
Mumbai: To celebrate more than 60 years in the education business, Navneet Education Ltd has unveiled a digital campaign called ‘Progress Limitless’ to commemorate this milestone. The campaign highlights the brand’s journey over the past six decades nostalgically and beautifully.
The campaign is conceptualised by The Minimalist, ad agency, creative director Mayuresh Bangar and produced by Pragaur Films.
Speaking on the brand entering the 60-year milestone, Navneet Education, head of branding, Devish Gala said, “Navneet Education Ltd has always been the most trusted brand across Indian households. It is the most loved brand across generations, from grandparents to parents to children. We are extremely thrilled and excited to show how far we have come from a small store to being a trusted brand in the nation.”
“With each passing decade, we have evolved with a legacy of more than three generations managing the business. We the Navneet family look forward to keeping the nostalgic feel of the brand for many more decades to come. The brand heartily thanks every member who has been a part of our journey and always supported and helped the brand,” Gala added
Established by the Gala family in 1959, Navneet has grown to become a publication conglomerate from a small bookstore in Mumbai. Over the decades, Navneet has emerged as the preferred brand for educational products among teachers and students. The immensely popular products like Navneet digests, Vikas workbooks, Gala practice books, Youva notebooks, TopScorer by eSense are favourites amongst the young segment of India. These products are bestsellers not just because of their superior quality but also because of the memories associated with 90’s kids.
This year in the month of February Navneet launched DigiBook, a digital version of all the books published by Navneet as an app as well as a web-based platform to enhance the studying experience of the students with comfort and accessibility.
Mumbai: The Minimalist, a Mumbai-based creative solutions group company has been accorded the digital creative mandate of travel company InterMiles (part of the Etihad Aviation Group).
The agency will be responsible for shaping the brand’s digital journey by striking the right balance between a data-driven approach and creative conceptualisation. As a creative partner, The Minimalist will also handle InterMiles’ social media platforms and direct marketing across digital touchpoints, the brand said in a statement.
InterMiles SVP-marketing and customer engagement, Ashish Dhruva said, “As a programme with ten million-plus member-base, we constantly aim at creating value for our members to ensure every transaction with us counts. With the ongoing digital transition taking across businesses, we were looking for an agency that could transcribe our growth plan into reality and The Minimalist perfectly fit the ask. We are impressed by the team’s creative drive as well as solution-oriented approach for our brand and are looking forward to establishing a mutually beneficial partnership. InterMiles is driven to make a difference in our members’ lives, and we are optimistic that The Minimalist will be an able partner in our journey towards achieving this goal.”
The Minimalist co-founder Chirag Gander said, “We are thrilled to partner with InterMiles on expanding their digital journey across various digital and social platforms. As a digital first creative group company, we have always believed in exploring new-age technology that syncs in with the changing tastes and preferences of the audience. We are very excited to embark on a new journey with InterMiles, who is the epitome of change and always come out successful through all odds, to create great synergy.”
The Minimalist co-founder Sahil Vaidya shared, “The world has seen a massive dependence on Digital Platforms and InterMiles and our team at The Minimalist see this as a great opportunity. We plan to leave no stone unturned in exploring the newest and the most effective strategies to deliver exceptional and creative digital solutions to the brand. We look forward to our association with InterMiles.”
Mumbai: Mumbai based creative solutions group, The Minimalist has announced a Covid Vaccine Cover program for its employees which will cover the entire team of 140+ people, across offices.
The program will cover vaccine expenses for the employees and include their spouse, parents, and upto two kids. Apart from bearing the cost of the vaccine, wherever needed, the agency is also giving a Covid special care leave of one day for vaccination for self or dependents. This program also includes insurance ranging from Rs. one Lakh to five Lakhs against Covid care.
The Minimalist, director of corporate affairs, Himanshu Gander said, “Vaccination is an important step in curbing the spread of the virus and we encourage our employees to get themselves and their families vaccinated as we strive towards utmost safety of our team members. In these unprecedented times of global epidemic and grave state of health and precautionary measures around the world, we wish to extend a helping hand to protect the health, safety, and well-being of our employees and their loved ones”, he further added.
New Delhi: Mumbai based creative agency The Minimalist marked its sixth anniversary by unveiling a new vision for its future growth. The agency that started as a team of two people has now grown into a strong team of 150+ people across offices.
It is now aiming to become one of the country’s most inventive companies in the creative business. The Minimalist has created some out of the box marketing campaigns and design experience for brands like Coca-Cola, Google, Airtel, Disney+ Hotstar, HDFC Bank, The Hindu, Saint Gobain, MTV, and TATA Capital. It is now looking forward to exploring uncharted sectors and becoming the trend-setters in the global and local creative space.
“Our journey of six years has been full of opportunities, breathing in a lot of innovative approaches and uninterrupted learning. We are and always will be an organization that seeks to create thought-provoking work globally. With our accomplished clientele, invaluable experiences in hand, and a new vision in mind, we look forward to pulling out all the stops to create a distinctive space in terms of innovative thinking and providing curated solutions,” said The Minimalist co-founder Sahil Vaidya.
The Minimalist co-founder Chirag Gander said, “The anniversary is an extra special one as we have survived a challenging year. Our new vision is on offering inventiveness is not just a word on the wall but a way of life at The Minimalist. This inventiveness will define what we are to achieve in the coming years and we aspire to be India’s most inventive company in the creative business.”
Keeping the current pandemic situation in mind, the agency has decided to extend its financial support to its team and their families as and when required, and prioritize their mental health via online sessions.
Mumbai: Creative solutions group The Minimalist has announced a Covid Vaccine Cover Program for its employees. The program will cover the entire team of 140+ people, across offices.
The Covid Vaccine Cover Program will cover vaccine expenses for the employee and include their spouse, parents, and upto two kids. Along with bearing the cost of the vaccine, where needed, the agency is also giving a Covid special care leave of one day for vaccination for self or dependents. This program also includes insurance ranging from Rs one lakh to five lakh against Covid care.
The Minimalist director of corporate centre Himanshu Gander said, “We have always supported our team since the beginning of the pandemic, be it in managing their emotional and mental well-being or helping them enhance their skills through multiple paid certified courses through our special ‘Darwin Project’. All these initiatives are being driven by one of the core values of the company, i.e. the value of empathy. This project is another step by us towards building a stronger team and being there with everyone.”
“Vaccination is an important step in curbing the spread of the virus and we encourage our employees to get themselves and their families vaccinated as we strive towards the utmost safety of our team members. In these unprecedented times of global epidemic and grave state of health and precautionary measures around the world, we wish to extend a helping hand to protect the health, safety, and well-being of our employees and their loved ones”, he further added.
Mumbai: Creative solutions group The Minimalist was recently awarded three top awards at the Drivers of Digital Awards and Summit (DoD) and BFSI Stallion Awards. Of these, the agency bagged two golds in the ‘Best User Interface’ and ‘Best User Experience’ categories for Tata AIG at DOD Awards, and one gold for the Best UX in General Insurance Category at the BFSI Stallions Award event.
The Minimalist co-founder Sahil Vaidya said, “We at The Minimalist are extremely elated with our triumph. It is an honour to be recognised for our work by the DOD and BFSI Stallion Awards and acknowledging it on this significant platform. We would also like to extend our gratitude to our client Tata AIG, who believed in us and provided us the opportunity and complete support to build something exciting for the brand.”
He further added, “2021 kicked off with a great start for us at The Minimalist with this prestigious recognition and I would like to dedicate this award to the entire team, who have unceasingly contributed towards offering the best of our services and led us to this win. We look forward to continuing to serve our clients with new and exciting methods in the digital space.”
Tata AIG General Insurance COO Amit Ganorkar added, “I would like to convey our heartiest congratulations to the team at The Minimalist. We are tremendously proud to partner with them on our digital journey. The team successfully brought to life a mobile-first, simple and modern website that will anchor our e-business.”
