L'Oréal names Sanchari Biswas as head of media and digital- consumer products division. Biswas joined L'Oréal in 2023 as the media and digital lead.

She took to LinkedIn to announce the same.

Biswas is a digital marketing professional with over 12 years of experience in ROI improvement through digital media, measurement & technology. Throughout her career, she has worked with organisations such as toothsi, Performics India, and Resultrix.

redBus, the online bus ticketing platform, has unveiled its new Mother’s Day ad campaign – ‘Make New Memories with Maa’ with a short film that explores the emotional distance that builds over time and the simple joy of bridging it with a trip. This Mother’s Day, redBus urges India’s busy youth to pause, take that journey with their mothers, whether it’s to reconnect or create new memories. The campaign recognises the unique bond of children with mothers and encourages them to celebrate this day by filling the empty frames of life with memories that truly matter.

At the heart of the film is the story of a single mother, a retired lady who lives alone in the family home in Delhi. Her two grown-up children, Rohan and Sneha, return just before Mother’s Day and stumble upon an old photo from a trip they had taken with her years ago. What begins as a search for a forgotten photograph turns into a deeper realisation: they haven’t taken a proper trip with their mother in over a decade.

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Moved by this, they decide to recreate those lost moments. They book tickets for a holiday getaway on the redBus app and give their mother an empty photo frame titled “Our perfect trip with Maa” a symbolic gesture to begin filling it with new memories.

Set against the backdrop of growing up and growing apart, the film beautifully captures the quiet strength of a single mother who has held her family together over the years. It highlights how travel becomes a powerful medium to reconnect, heal, and rediscover joy, especially for families where time and distance have created emotional gaps.

The film concludes with the family boarding a bus, laughing and reconnecting, recreating the same photo years later, but with renewed warmth. It’s a quiet reminder that the love of a mother, especially one who’s done it all alone, deserves to be celebrated with more than just words.

Through themes of love, time, gratitude, and second chances, the film resonates with all those who’ve been raised by strong, selfless mothers. It’s a call to action for a generation caught in the rush of life: to slow down, go back, and make room for those who made us who we are today.

Pallavi Chopra, CMO, redBus said, “Mother’s Day has always been an emotionally significant moment for families across India. With this film, we wanted to go beyond the usual greetings and explore the very relatable theme of missing out on shared moments with our mothers as we grow older. Whether it’s the bond shared with a mother of a large household or the unique strength of single mothers, we wanted to highlight the importance of reconnecting. Travel has a way of bringing people closer, and redBus is proud to be a small part of these precious reunions and road memories.”

ICICI Prudential Mutual Fund has launched its latest brand campaign, "Maa Sab Jaanti Hai", for Mother’s Day, highlighting how mothers instinctively make the best decisions for their children's lives and futures.

The campaign highlights the unique wisdom of mothers, focusing on the dynamic between an overconfident son and his practical mother. Through light banter, the mother encourages her son to move beyond saving and start investing through a Systematic Investment Plan (SIP) in a mutual fund.

The film opens with the son dreaming big— envisioning vacations abroad, quitting his job to start a business, and purchasing a luxury car; all based on limited savings. But each time, his mother grounds him with witty remarks like, “Tere liye Manali hi theek hai,” and “Tere liye yehi job theek hai.” Her dry wit is not just humour— it subtly highlights a deeper message: evolving one's financial habits is essential to achieving real growth.

The turning point arrives when the mother gently challenges her son: "Tumne apne paiso pe bhi toh limit laga rakhi hai. Sirf ‘savings’ ki aadat hai… investment ki nahi." She then introduces him to ICICI Prudential Mutual Fund to unlock the growth potential of savings by investing in mutual funds through SIPs.

The campaign’s tagline, “Savings ki aadat badloge nahi, toh badhoge nahi,” emphasises that in today’s world, saving alone isn’t enough; investing is crucial for long-term wealth creation.

Abhijit Shah, chief marketing and digital business officer, ICICI Prudential AMC said, “This campaign beautifully weaves emotion with education. Mothers turn hopes into plans with unwavering support and smart decisions, helping kids convert their dreams into realities. Through a relatable and light-hearted banter between a mother and her son, we hope to inspire individuals to go beyond habitual saving and embrace the power of investing in mutual funds for a stronger financial future."

The digital film will be released across platforms including YouTube, Instagram, Facebook, LinkedIn and X.

Nikita Saxena has been appointed as the Head of Digital Marketing at JSW Steel. Before joining JSW Steel, Saxena served as Senior Media Director at Mindshare for seven years.

She took to LinkedIn to announce the same.

Saxena specialises in digital strategy, media planning and buying, and e-commerce, with over a decade of experience in the industry. Throughout her career, she has worked with organisations such as Neo@Ogilvy, Interactive Avenues, Starcom Mediavest Group, Impetus Infotech India, and more.

Primex Media Services has been awarded the PR mandate for CLEAR Premium Water for the third consecutive time, reaffirming its strong credentials in strategic communications and brand positioning.

CLEAR Premium Water, a prominent name in the packaged drinking water segment, has once again entrusted Primex Media Services with managing its brand communications. The Surat-based agency offers a comprehensive suite of services, including press release dissemination, strategic communication, press conferences, media relations, media monitoring, crisis communication, and content development.

Commenting on the continued collaboration, Nitesh Desai, Founder & CEO of Primex Media Services, said, “We are thrilled to continue our partnership with CLEAR Premium Water, a brand that stands for purity, quality, and trust. This continued association is a strong endorsement of our capabilities and commitment. Our goal remains to elevate CLEAR Premium Water’s presence across media and to reinforce its reputation through consistent and impactful communication. The renewed mandate also reflects the growing importance of sustained and strategic PR in building brand equity.”

Nayan Shah, founder & CEO of CLEAR Premium Water, said, “Primex Media Services has been a trusted communications partner who truly understands our brand values and business goals. Its strategic insights and media relations expertise have played a key role in shaping our brand image and public perception. We are pleased to extend our association and look forward to more successful chapters in our growth story.”

Swiggy reported a sharp increase in its advertising and sales promotion expenditure for the quarter ended March 31, 2025, reaching Rs. 9,777.2 crore, marking a 135% year-on-year (YoY) surge from Rs. 4,152.3 crore in the same quarter last year. The ad spend also registered a 30% sequential rise from Rs. 7,514.8 crore in Q3.

Despite the elevated advertising expenses, Swiggy’s revenue from operations grew significantly with a healthy jump of 44.8% YoY to Rs. 4,410 crore, up from Rs. 3,045.55 crore in Q4 FY24. On a QoQ basis, revenue grew by 10% from RS. 3,993.1 crore in Q3 FY25.

However, the company continued to report losses, with a consolidated net loss of Rs 1,081.18 crore in Q43 FY25, nearly double the loss of Rs 554.7 crore in the same period last year. On a quarter-on-quarter (QoQ) basis, the loss increased by 35% from ₹799 crore in Q3 FY25.

Swiggy MD and CEO Sriharsha Majety said that FY25 was a year of many firsts for Swiggy. “We launched multiple new apps, across Instamart, Snacc and recently, Pyng; all of which are aimed at opening up new user-segments and markets.”

The Swiggy CEO added that quick-commerce is in a phase of rapid expansion and heightened competitive intensity, for which the company has ramped-up investments aimed at market expansion (Megapods), reach (over 1,000 stores across 124 cities) and differentiation (Maxxsaver).

ZEE Entertainment Enterprises (ZEE), a media and entertainment company, has announced the appointment of Rohit Suri as the chief human resources officer (CHRO) with effect from May 12, 2025. In this role, Suri will be based at the Company’s headquarters in Mumbai and will report to the chief executive officer (CEO), Punit Goenka.

Leveraging his vast expertise in the realm of talent development, Suri will be responsible for strengthening the human capital and enhancing the overall capabilities of the workforce, further enabling the company to achieve its targeted ambitions for the future. His role will encompass implementation of HR policies and strategies to drive a high-performance and collaborative work culture for robust growth in line with the Company’s rich value system.

Suri comes with over 25 years of diverse experience across consumer internet, technology and media companies. He has worked across South Asia, APAC and Europe and held leadership roles spearheading change, business transformation, leadership development programmes, HR project management and cultural integration.

He was previously associated with Netflix India as the head of talent and has served at several renowned companies in the technology and entertainment industries, with a focus on building a culture of digital innovation and data-driven decision-making.

Speaking on the development, Punit Goenka, chief executive officer, ZEE Entertainment Enterprises said, “Human Capital remains the cornerstone of our success at ZEE as we progress to achieve our targeted goals for a robust future. I am glad to welcome Rohit Suri, who joins us at a pertinent juncture, as we aim to strengthen the HR operations, people strategy and overall organisational culture to build a future-ready workplace. With his strong expertise and understanding in talent development and cultural integration especially within the media and entertainment sector, we look forward to fostering an environment of higher innovation and collaboration in the Company.

Commenting on the appointment, Rohit Suri said, “I am pleased to join ZEE at a pivotal time as it marches forward with clear, strategic goals to define the future of the Media & Entertainment industry. Across the sector, ZEE has always been recognised for nurturing an entrepreneurial culture and building leaders for tomorrow. I am excited to drive this momentum forward and cultivate a more performance-oriented environment that contributes meaningfully to the overall strategic growth plans of the Company.”

The Board of Control for Cricket in India (BCCI) has announced the suspension of the TATA IPL 2025 for one week with immediate effect. The decision was communicated through an official statement released on the IPL’s social media handle.

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The suspension comes as part of a broader move to address concerns that have emerged around the tournament. BCCI has assured that it is closely monitoring the situation and will make further decisions based on developments.

Uncertainty surrounded the ongoing edition after Thursday's match between Punjab Kings and Delhi Capitals in Dharamsala was interrupted midway due to air raid alerts in nearby Jammu and Pathankot.

JioStar, which broadcasts the IPL on the Star Sports network and streams it on JioHotstar, said, "We, at JioStar, wholeheartedly support the BCCI’s decision to suspend TATA IPL 2025 and stand firmly committed to prioritise national interest over all other considerations. At this time, we must stand united with our country, support the government and our armed forces, and extend solidarity & support to the civilians affected. We will work with the BCCI to bring back the tournament at an appropriate time. JioStar will work closely with all stakeholders to ensure the transition is managed in a seamless manner and everyone involved in the tournament broadcast returns home safely."

BCCI is expected to provide further updates on the situation in the coming days.

In a country with over 1.4 billion people, health insurance remains one of the most critical yet underutilised tools for financial security. While a staggering 83% of Indians are aware of health insurance as a concept, only 19% actually possess a policy. This glaring gap highlights a troubling reality: awareness does not always translate into action. Moreover, the uptake of health insurance plans for family—a comprehensive way to safeguard against unexpected medical expenses—remains alarmingly low.

This article explores the reasons behind India’s health insurance gap, the consequences of inadequate coverage, and what can be done to bridge this divide.

The rise in awareness but not adoption

According to a recent survey cited by Livemint, 83% of Indian respondents acknowledge the importance of health insurance. However, only 19% have actually bought a policy. This disparity is indicative of broader challenges, including affordability, misinformation, lack of trust in insurers, and a tendency to rely on savings or loans during health emergencies.

Health insurance has steadily gained visibility, thanks to increased marketing, digital platforms, and pandemic-era healthcare discussions. Yet, despite this awareness, insurance penetration remains heavily skewed. Most citizens, particularly in semi-urban and rural regions, continue to depend on public healthcare or out-of-pocket spending.

Why are health insurance plans underutilised?

Several factors contribute to the low adoption rate of health insurance in India:

1. Perceived unaffordability: Many Indians believe that health insurance premiums are unaffordable. For daily wage earners and lower-middle-class families, spending on a policy that doesn’t yield immediate tangible benefits can seem like a luxury.

2. Complex policy structures: The fine print of health insurance policies is often riddled with medical jargon and confusing clauses. This lack of clarity discourages people from purchasing a plan or leads to misunderstandings that cause claim rejections.

3. Mistrust and prior negative experiences: Several consumers associate insurers with cumbersome claim processes, delayed settlements, or hidden exclusions. These experiences fuel scepticism and deter repeat purchases or renewals.

4. Misplaced financial priorities: Surprisingly, many Indians are more willing to invest in mutual funds or recurring deposits than health insurance. This inclination suggests a gap in financial literacy regarding risk management tools versus wealth creation instruments.

5. Lack of customised offerings: Family structures in India vary greatly, from nuclear to joint families. Unfortunately, insurers often offer rigid health insurance plans for family that don’t adequately cater to such diversity. Limited flexibility leads many to avoid family floater plans altogether.

Consequences of inadequate coverage

The implications of this low insurance penetration are severe, both at the household and national levels.

• High out-of-pocket expenditure: India has one of the world’s highest out-of-pocket healthcare expenses, with nearly 50–60% of medical costs borne directly by families. This often leads to debt, asset liquidation, or disruption in children’s education and other long-term plans.

• Medical inflation burden: With medical costs rising at over 10% annually, even a short hospital stay can result in a substantial financial setback without insurance coverage.

• Overreliance on public healthcare: The burden on public hospitals increases as many people without insurance flock to them for treatment. This leads to overcrowding, reduced quality of care, and longer waiting periods.

• Health emergencies becoming financial crises: Unexpected illnesses or accidents are turning into full-blown economic catastrophes for uninsured families, especially those without an emergency fund or adequate savings.

The urgent need for widespread adoption

Addressing this coverage gap requires a multi-pronged approach involving policy changes, industry innovation, and public education.

1. Government-backed awareness campaigns: Initiatives similar to Swachh Bharat and Ayushman Bharat need to actively promote health insurance as an essential financial instrument. More robust regional-language campaigns can also reach the hinterlands.

2. Simplified and transparent policies: Insurers must develop straightforward policy documents and easy-to-understand benefit brochures. User-friendly apps with vernacular support can enhance accessibility.

3. Focus on family health insurance plans: Customised health insurance plans for family—designed to suit various family sizes, age groups, and health conditions—can increase policy adoption. Offering family floaters with added maternity, wellness, or elderly care features can make them more attractive.

4. Incentives for first-time buyers: Government subsidies, tax breaks, or discounts on premiums for first-time policyholders can act as a catalyst. Linking health insurance to digital identity initiatives like Aadhaar may also streamline verification and renewals.

5. Stronger grievance redressal and claim settlement systems: Trust can be built through transparent claim processing, fast settlements, and a responsive customer service network. The use of AI and automation for claim adjudication can help improve turnaround times.

6. Workplace-based coverage extensions: Employers can offer flexible family health cover add-ons under group health insurance schemes, particularly in smaller organisations and startups.

Conclusion

The health insurance gap in India is a significant concern that demands immediate attention. While 83% of the population acknowledges the value of insurance, a mere 19% are insured. This disconnect not only jeopardises individual financial wellbeing but also hampers the country’s overall healthcare resilience.

If India hopes to build a health-secure future, proactive measures must be taken by insurers, regulators, and policymakers alike. Encouraging wider adoption of health insurance plans for family can serve as a pivotal step in ensuring every citizen is prepared for medical emergencies—without risking financial ruin.

After more than a decade without significant changes, Netflix has announced a comprehensive redesign of its platform interface, aimed at making content discovery more intuitive and keeping subscribers engaged for longer periods.

The streaming giant revealed on Wednesday that the revamp will progressively roll out to users over the coming weeks and months. Here is what the new changes entail. 

New TV experience

Chief product officer Eunice Kim and chief technology officer Elizabeth Stone presented the redesigned TV experience, which Kim described as "still the one you know and love — just better," as per a blogpost from Netflix.

Stone emphasised Netflix's technological strengths, stating, "One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible tech with incredible entertainment. That's our superpower."

Kim explained the motivation behind the redesign: "When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members' needs, and capable of elevating the most thrilling moments on Netflix."

Key features of the new interface

The update includes several enhancements designed to improve the viewing experience:

• Improved Content Discovery: The redesign puts all information needed to make an informed choice front and centre, with helpful callouts like "Emmy Award Winner" or "#1 in TV Shows."
• More Visible Shortcuts: Search and My List features, previously somewhat hidden on the left-hand side, will be moved to the top of the page for better visibility and easier access.
• Enhanced Real-time Recommendations: Netflix is making homepage recommendations more responsive to viewers' moods and interests in the moment.
• Elevated Design: The new homepage features a clean, modern design that better reflects the elevated experience viewers expect from Netflix.

Mobile improvements

The mobile application will also receive significant upgrades:

• AI-Powered Search: Netflix is exploring ways to incorporate Generative AI into the discovery experience, beginning with a search feature on iOS available as a small opt-in beta. This will allow members to search using natural, conversational phrases like "I want something funny and upbeat."
• Vertical Discovery Feed: Coming in the next few weeks, a vertical feed filled with clips of Netflix content will make discovery "easy and fun." Users will be able to tap to watch the entire show or film immediately, add it to My List, or share with friends.

Stone concluded the presentation by highlighting how the new TV experience provides the foundation for future innovation: "What's most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward. That's how we're going to make the Netflix people know even better. And it's how we'll continue to connect them with even more shows, movies and games they'll love."

The phased implementation means that subscribers should expect to see these interface changes appearing gradually as the company monitors user response and makes any necessary adjustments to optimise the viewing experience.

This Mother’s Day, D2C men’s fashion brand Snitch is encouraging people to look beyond the lens of their phones and focus on what truly matters, spending meaningful time with their mothers.

In its latest digital campaign, Snitch has released a video that questions the growing trend of social media-first celebrations. The film highlights how a day rooted in deep emotional connection is often reduced to filters, captions, and online validation, subtly overshadowing the essence of what Mother’s Day is really about.

The film reminds viewers that the most valuable gift isn’t found in a reel or a selfie; it's in a shared meal, an unhurried conversation, or a quiet moment of togetherness.

“We’re not against celebrating online,” says Chetan Siyal, CMO of Snitch.“We’re simply reminding people to be more present. To move beyond the screen and reconnect even if just for a moment. Because sometimes, presence is the best present.”

Cloudnine Group of Hospitals has launched its 2025 Mother’s Day campaign, focusing on the journey of motherhood. The campaign highlights key moments, from a positive pregnancy test to the first ultrasound and the physical changes of pregnancy.

At the heart of the campaign lies an emotional narrative, capturing key pregnancy moments: the realisation of pregnancy, the joy of the first ultrasound, and the powerful transformation of a woman’s body. 

Suresh Pandiyan, chief marketing officer and chief digital officer of Cloudnine, shares, “The title ‘Mom’ is beyond comparison. While women carry many titles in their lives — Dr., Prof., Mrs. — ‘Mom,’ expressed in various cultural forms like ‘Amma,’ ‘Ma,’ and ‘Aai,’ is uniquely powerful. It symbolises unconditional love, sacrifice, and unparalleled joy. This campaign honours every woman’s sacred journey into becoming a mom, a transition that changes her life forever.”

Suresh Pandiyan added further, “#WeKnowMoms at Cloudnine. We are proud to be a part of every mother’s transformation, ensuring that women feel supported and empowered throughout their journey. Our Mother’s Day campaign is a tribute to every woman who embraces the beautiful title of ‘Mom,’ and we are privileged to walk with them every step of the way.”

MediBuddy, a digital healthcare company, has launched the #MaxiMUMCare campaign for Mother’s Day. The campaign highlights how mothers prioritise their children's health while neglecting their own. MediBuddy encourages individuals to focus on their mothers' well-being.

In today’s fast-paced world, where nuclear families, increased workloads, and digital distractions often take priority, it’s easy to miss the subtle signs that our parents—especially our mothers—may need support. The campaign is a reminder that the well-being of our caregivers deserves focused attention—and that love, at its core, is action rooted in responsibility.

The campaign shows how a mother’s care evolves from managing her child’s health to needing support as she ages. It highlights how her health concerns are often overlooked and encourages viewers to prioritise their mother's well-being. MediBuddy urges people to show love through practical care this Mother’s Day.

Speaking on the campaign, Manu Sankar Das, senior director– brand marketing, media buying and consumer insights, MediBuddy, said, “Mothers have been our first doctors, our constant protectors, and our tireless caregivers—often putting their own well-being last. This Mother’s Day, we want to remind families that the best way to honour that lifelong care is by prioritising her health. Beyond flowers and words, true gratitude means ensuring she gets the same care and attention she’s always given us—through regular check-ups, preventive care, and simply being present.”

Conceptualised and produced by MediBuddy’s in-house creative team, the #MaxiMUMCare campaign film runs 1 minute and 05 seconds, and is being amplified across digital and social media platforms in the lead-up to Mother’s Day.

Zee Entertainment Enterprises Limited (ZEEL) has announced its financial results for the fourth quarter and the fiscal year ending March 31, 2025, showcasing a resilient performance in the face of a challenging advertising market. While ad revenues fell 27% year-on-year in Q4 FY25, the company demonstrated its ability to adapt and grow, riding on the back of strong subscription income, digital content expansion, and cost optimisation.

According to the company's BSE filing, ZEEL reported its advertising revenue at Rs 589 million, reflecting continued pressure from a sluggish macroeconomic environment. However, this was offset by a stronger showing in other verticals—subscription revenue stood at Rs 1,010 million, while other sales and services contributed Rs 521 million. 

For FY25, ZEEL’s total revenue stood at Rs 9,760 million, marking a 6% year-over-year increase, and profit after tax surged to Rs 6,874 million, a remarkable 245% jump from the previous year. EBITDA for the year rose to Rs 11,962 million with margins improving by 390 basis points to 14.4%, highlighting the success of strategic cost management measures.

Q4 FY25 revenue reached Rs 21,841 million, up 1% compared to the same quarter last year. Notably, the company managed to cut EBITDA losses by Rs 1,899 million, resulting in a quarterly EBITDA of Rs 2,852 million—a critical signal of regained financial stability.

Despite the macroeconomic drag on ad revenues, ZEEL’s diversified business model paid off. Growth in subscription and syndication revenues, coupled with performance from its digital properties—particularly ZEE5 and YouTube channels—enabled the company to weather the downturn. ZEE5 contributed significantly through its strategic content slate, releasing 16 titles during the quarter, including 4 originals, while ZEEL’s YouTube ecosystem added 14.7 million new subscribers during the year, strengthening its position in the digital-first landscape.

The company’s regional content focus also remained strong, with new launches under brands such as Zee TV, Zee Marathi, and Zee Tamil, driving engagement and supporting revenue streams.

ZEEL’s financial position remains robust, with cash and cash equivalents of Rs 24.1 billion as of March 31, 2025, bolstered by Rs 2,000 million from the first tranche of Foreign Currency Convertible Bonds (FCCB). Additionally, the company continued to optimise its content inventory and acquisition costs, aligning operations with long-term profitability goals.

With effective cost controls, a focus on digital and subscription-led growth, and a forward-thinking ESG strategy, ZEEL enters FY26 with renewed confidence. The company cautioned, however, that its forward-looking statements remain subject to macroeconomic variables and evolving industry trends.

Vinod Intelligent Cookware has launched a poignant and progressive Mother’s Day campaign that redefines traditional narratives around motherhood and cooking. Developed in collaboration with Network Advertising and Ten Films, the campaign’s central film delivers a fresh, inclusive perspective: honouring mothers for who they are, not just for what they cook.

At the heart of the campaign is a compelling digital film that moves away from the clichés of “maa ke hath ka khana” and acknowledges the quiet love of mothers who may not enjoy cooking but express care in other powerful, personal ways. The 90-second film is designed for the brand’s social platforms, including Instagram and YouTube, to reach and resonate with a broad digital audience.

Shot in a real home with authentic, lived-in spaces, the film intentionally avoids polished sets in favour of genuine warmth and relatability. The creative team focused on casting everyday characters, using real kitchens and food to evoke an emotional connection. The story unfolds through a genuine conversation between a daughter and her mother, revealing a bond shaped not by meals but by memories of care, encouragement, and unconditional support. It shows how the mother, despite not enjoying cooking, found her ways to nourish her child, with food sometimes ordered in, cooked by others, and always served with love. The daughter’s reflections gently dismantle traditional expectations of motherhood, affirming that maternal affection isn’t defined by time spent in the kitchen.

“As a cookware brand, we are often expected to reinforce the traditional association between mothers and the kitchen. But at Vinod, we believe love cannot—and should not—be measured by time spent cooking,” said Sunil Agarwal, Managing Director, Vinod Cookware India Private Limited. “This Mother’s Day, we chose to honour the quiet, everyday acts of care that often go unnoticed—the emotional nourishment that transcends recipes and routines. Our film is a heartfelt tribute to every mother who questioned her role simply because she didn’t conform to convention. We see her, we value her, and we celebrate her.”

“Often, we take things for granted—like the idea that all mothers are great cooks,” said Shayondeep Pal, chief creative officer at Network Advertising and co-director of the film. “We wanted to break that convention. Countless mothers and fathers don’t enjoy cooking, and that doesn’t diminish the love they give. No cookware brand has ever spoken to them—until now.”

Philips has launched a new marketing campaign for its latest range of trimmers. Titled “19-20 ka nahi, 125 ka farak hai,” the campaign highlights a significant upgrade in beard grooming technology.

The campaign features Philips’ BeardSense Technology, which scans the beard 125 times per second and adjusts trimming intensity based on beard density in real time.

While most grooming brands focus on price or attachments, Philips highlights its technology. The campaign slogan “19-20 ka nahi, 125 ka farak hai” uses a familiar phrase to emphasise a significant performance difference, comparing it to the effect of 125 barbers working together. Philips aims to show that the improvement is substantial, not minor.

With this campaign, Philips India highlights its focus on technology in grooming. In a market with many similar products, the brand aims to stand out by combining consumer insights with functional innovation.

Limelight Lab Grown Diamonds, lab grown diamond luxury brand has announced the appointment of Rupali Shrivastava as its new chief marketing officer. Rupali joins the leadership team with a sharp focus on accelerating brand growth, expanding consumer reach, and driving deeper engagement in the rapidly growing lab-grown diamond space and further strengthening its connection with the modern Indian consumer.

With a track record in retail and brand marketing, Rupali has led consumer-centric strategies across leading brands including Malabar Gold & Diamonds and Rio Tinto.

“The lab-grown diamond industry is witnessing exponential global interest, driven by conscious consumers who are seeking sustainable, high-quality diamonds without compromise,” said Rupali. “Limelight stands at the forefront of this transformation in India, and I’m excited to build on this momentum bringing in fresh storytelling, digital depth, and retail excellence that aligns with what today’s consumers truly care about.”

Speaking about the appointment, Pooja Madhavan, managing director of Limelight Lab Grown Diamonds, said, "In the current phase of the Brand in terms of scale & tapping into the large opportunity ahead of us, it is imperative that we continue to add exceptional talent at every level of the organization. Rupali’s understanding of premium retail, her sharp consumer lens, and her experience in building disruptive category-defining companies makes her a great fit for Limelight. Her experience at the intersection of global strategy and local nuance will be key as we scale the brand in India and internationally."

This Mother’s Day, Kenstar has launched a new digital film, "A Salute to GOAT Moms", highlighting the roles mothers play in daily life. The film recognises mothers for their resilience, adaptability, and ability to keep up with changing times.

Kenstar's Mother’s Day film highlights the continuous effort mothers put into nurturing their children—from pregnancy to school years, teenage challenges, milestones, and beyond.

The film captures how mothers handle the challenges of raising teenagers with patience and resilience. It offers a realistic look at motherhood, highlighting the balance of love, discipline, and humour. 

In a light-hearted yet deeply relatable way, the film captures one of these small but significant moments — especially how moms gracefully (and sometimes patiently!) cope with the teenage phase. It’s fun, it’s real, and it’s a tribute to every mother who balances love, resilience, and humour while raising her children.

In the film, we see a mom doing what moms do best — bridging worlds with love. She dives headfirst into learning the ever-evolving Gen Z lingo. From casually dropping a “fam” at the breakfast table to hilariously misusing “vibe check” in conversations, she tries (with all her heart) to speak her child’s language — not just of words, but of connection. It’s a tender reminder that no matter the generational gap, a mother’s effort to understand her child never goes out of style. After all, parenting isn’t just about guiding — it’s also about learning, adapting, and vibing along the way.

“Mothers have always been the original multitaskers — balancing love, discipline, and endless patience. At Kenstar, we are inspired by that same spirit. Our products are designed to support families with ease and efficiency, so they can focus on what truly matters: nurturing bonds. This campaign is our tribute to mothers who, with every small effort, make life extraordinary.” —  Sunil Jain, CEO, Kenstar.

The film is live across social media channels, amplified with the hashtags #GOATMoms, — inviting users to share stories of their own “main character” moms.

Integral Ad Science, a leading global media measurement and optimization platform, announced the launch of the IAS Pre-Screen Brand Safety Solution for Search Partner Network (SPN). IAS will now drive performance and protection across SPN by providing advertisers with greater control over their advertising investments before their ads are shown across SPN.

SPN inventory consists of search-related websites and apps that enable advertisers to drive reach and conversions across mobile and desktop. IAS’s solution allows advertisers to automatically exclude search partner sites aligned to industry-standard safety and suitability definitions across the entire SPN domain list. 

“This expansion builds on our partnership with Google to provide global advertisers continued access to independent and trusted, third-party measurement and optimisation solutions,” said Lisa Utzschneider, CEO of IAS. “IAS is committed to providing brands with greater transparency no matter where their digital media investments are being spent so they can confidently scale their campaigns across all channels and devices.”

IAS provides SPN advertisers with: 

• Trusted Third-Party Control: IAS Pre-Screen Brand Safety Solution is based on 12 industry-aligned standards. Weekly updates ensure domains are regularly filtered out to drive brand safety and suitability across SPN inventory.
• Comprehensive Global Coverage: Drive performance with IAS across the Google ecosystem, including YouTube, Google Video Partners, and now Search Partner Network.
• Support Across Campaign Types: Advertisers can utilize IAS’s exclusion lists across all campaign types with SPN inventory, i.e. Search, Standard Shopping, Apps, and Performance Max campaign types.

Paired with Google’s established brand safety protections for SPN, IAS’s solution will provide advertisers with an additional independent layer of trusted third-party transparency and proactive control. The launch of IAS Pre-Screen Brand Safety Solution for SPN is the latest expansion of IAS’s longstanding collaboration with Google. 

In 2024, IAS launched IAS Optimisation for YouTube to maximise contextual suitability for advertisers across YouTube through enhanced pre-screen suitability controls. Previously, IAS announced the expansion of its industry-leading Brand Safety and Suitability Measurement product for YouTube to include reporting for Performance Max and Demand Gen campaigns, and just prior, the launch of IAS Curation with Google Ad Manager.

Cannes Lions has revealed the creative leaders who will shortlist work this June. Six Indian creative leaders join Cannes Lions 2025 shortlisting jury

Representing India in this year’s Lions jury line-up are:

• Vivek Dubey | Director, Manjumaa (Film Craft Lions)
  
  

• Arnab Ray | Executive Creative Director, Landor (Industry Craft Lions)
  
  

• Prajato Guha Thakurta | Co-Founder and Chief Creative Officer, MANJA (Direct Lions)
  
  

• Rajika Mittra | Managing Partner, Havas Play (Entertainment Lions)
  
  

• Neville Shah | Chief Creative Officer, FCB Kinnect (Brand Experience & Activation Lions)
  
  

• Arun Iyer | Co-Founder and Partner, Spring Marketing Capital (Creative Strategy Lions)

Work from across the globe will be judged, awarded and celebrated during the Cannes Lions International Festival of Creativity, running from June 16 to 20, 2025.

Talking about the jury, Simon Cook, CEO, LIONS, said: "All our Jurors play a crucial role in shaping the work awarded at Cannes Lions. This year, we are seeing an unprecedented level of global engagement from deserving talent, with more markets, more voices, and more perspectives coming together to recognise the global benchmark. I’d like to extend my gratitude for their hard work and care in curating the work that will go on to set the global standard and make history."

Marian Brannelly, global director of Awards, LIONS, added: "The 2025 Shortlisting Jury is a true reflection of the global nature of creativity today. The addition of new markets like Azerbaijan, Bosnia & Herzegovina, Iceland, and Mongolia is a testament to the rising creative influence and economies of these regions. As the creative landscape evolves, we are proud to have an increasing number of voices that represent the rich diversity of talent across the globe."

Britannia appoints Varun Berry as chief executive officer (CEO) in addition to his role as executive vice-chairman and managing director, as mentioned in the BSE filing. He joined the Company as the vice president and chief operating officer in 2013. 

He has an experience of over 38 years with premier companies like Hindustan Unilever and Pepsico, both in India and overseas and a successful track record in leading startups, joint ventures and growing businesses. 

He is also on the Board of several leading Companies.  Berry holds a graduate degree in Engineering (BE Mechanical) from the Punjab University. 

India's Got Latent may have been unceremoniously discontinued following a maelstrom of controversies, but its cultural footprint remains firmly imprinted on the digital landscape.

Fan edits continue to proliferate across social media; nostalgic viewers persistently share clips of memorable performances, and now, the talent show phenomenon has found new life in the advertising world. 

CashKaro, the cashback platform, has deftly tapped into this controversial afterglow with a satirical advertising campaign that's as clever as it is topical—proving that even in cancellation, Latent's influence persists.

The cashback platform's latest creative volley in its "#CoinsVSCashback" campaign features a remarkably familiar set design, complete with panellists donning goat masks—an unmistakable nod to the viral talent show that exited the stage amidst a storm of controversy.

The advert's contestant, adding another layer of cheek, sports a shirt emblazoned with "Shred"—a not-so-subtle dig at fintech giant Cred.

A campaign out of controversy

The conceptualisation of this campaign emerged from a rather mundane origin—a casual team brainstorming session. 

As Ishan Agarwal, director of brand and creative at CashKaro, reveals, "One day, we were just randomly sitting, and we stumbled upon a couple of posts on LinkedIn where people were talking about how the value of coins they felt was useless. And that sort of gave us a thought because of us being a real cashback company, and others giving you coins in the name of cashback. We figured out that bringing out the whole proposition of real cash back versus coin would really actually be interesting to people."

This serendipitous encounter with consumer frustration sparked the idea to highlight the distinction between CashKaro's "real cashback" and the coin-based rewards systems that dominate the industry. With perfect timing, the team noticed how the controversial talent show was capturing national attention.

"Latent was trending at that moment, with all the fiasco surrounding Samay Raina. We decided latent is something that people are pretty close to. In fact, right from the millennials to Gen Z, everybody was watching latent, and it was something very relatable," Agarwal explains.

The controversial nature of the show only added to its appeal as marketing fodder. "In a time of controversy, I think that's the best time to do any kind of advertising and pickup because it gives you eyeballs, and it gives you organic reach. And it hits the right relatability spot of the audience."

This attention-grabbing campaign was developed entirely in-house. "It's all in-house," confirms Agarwal, with a mere "two weeks" from concept to execution.

Targeting the digital shopper: From teens to septuagenarians

While the campaign's humorous approach might suggest a narrow demographic focus, CashKaro is casting a noticeably wide net.

"We're targeting anybody who's 18 plus, who's earning money, and who's shopping. That could be anybody, from a 17-year-old kid to an adult, to even a 70-year-old person who's also shopping online"

-Ishan Agarwal, CashKaro

Nevertheless, he acknowledges that their core focus remains specific: "The bullseye audience still remains the young corporates."

There is also a strategic focus on tier two and tier three cities, where digital shopping is experiencing exponential growth, as per Agarwal. The format, he believes, worked perfectly for their demographic: "Most of our TG is tier two, or tier three, and so people will relate automatically to it, and they'll see the ad."

"Shred" vs CRED: The battle of the rewards systems

Perhaps the most audacious element of the campaign is its unabashed swipe at CRED, whose logo and branding are mimicked under the thinly veiled pseudonym "Shred". When questioned about this pointed reference, Agarwal is pretty direct.

"Cred is definitely a great brand. It's got a great product. It's got a great UI. I myself am a CRED user," he acknowledges. "But, with no hard feelings, we're just saying that the coins reward system is something that you really don't get to utilise. Whereas, in our ecosystem, you don't get coins; you get actual cash back."

The campaign's core message crystallises around a straightforward value proposition: while competitors offer digital tokens of questionable utility, CashKaro delivers "real money" that customers can transfer directly to their bank accounts. It's a message encapsulated in the campaign's blunt tagline: "Coins Voins are all bakwaas, real cashback is with CashKaro."

"In terms of CashKaro, you don't need to accumulate. You shop, you get cash back and you take it into your bank account. It's that easy," Agarwal explains.

Digital focus during IPL

In an advertising landscape currently dominated by the Indian Premier League, CashKaro has made the deliberate decision to focus exclusively on digital channels, eschewing traditional media like television and limiting out-of-home advertising to barter arrangements.

"The media strategy is mostly digital," Agarwal explains. "We are not planning to go into TV. We're not planning to go heavily into out-of-home, although you will see a little bit of it on a barter basis. And most of the out-of-home that you see now are all being done so they can get picked up on the digital. So ultimately, the platform is digital, and that's what we are aiming at."

When asked about IPL advertising, Agarwal says, "IPL is already cluttered. To break that clutter requires a lot of money, so we are definitely not looking at IPL.”

The brand is taking an organic route for the campaign instead of promoting the ad film. "We've not run ads for this ad. We've not sponsored our post, nothing," Agarwal confirms. "It's all organic, and we want to capitalise on the organic audience; hence these kinds of ideas will keep coming in."

Looking forward: A quarter of creative content

The ‘Latent’ spoof is merely the opening act in what promises to be a sustained creative offensive from CashKaro.

"There's no timeline for this campaign. It may stay live throughout this quarter. There's another ad we will be launching sometime this week. And you will see shorter videos that may also be spoofs. Or maybe something absolutely different. But it will all be informative and humorous," Agarwal reveals.

With a user base of 24 million and plans to expand partnerships with D2C brands beyond their existing portfolio of 1,500 merchants, CashKaro seems positioned for growth.

"We already have about 1500 brands working with us on CashKaro, including the Amazons, Myntras and Flipkarts of the world. They're all there on our platform. However, the partnership team is also expanding into a lot of D2C brands."

Coldplay’s recent two-night performance at the Narendra Modi Stadium welcomed over 222,000 attendees and generated an estimated Rs 641 crore in total economic impact. Of this, Rs 392 crore directly benefitted Ahmedabad’s economy through spending on travel, accommodation, dining, shopping, and transportation. The event also contributed Rs 72 crore in GST revenues to the Indian government.

According to EY’s recent report on the event, titled ‘India’s rising concert economy’, for every Rs 100 spent on a ticket, concertgoers spent an additional Rs 585 across associated services, creating a ripple that elevated revenues across multiple sectors.

Hospitality, tourism, and transportation 

According to the report, Ahmedabad airport handled a record 138,000 passengers over the three-day concert window. Railways ran at full capacity, with special trains added to accommodate the influx. Metro services were extended, and their highest-ever ridership was reported.

This unprecedented movement of people demonstrated the city's infrastructural readiness and exposed the untapped tourism potential of Tier-2 cities.

The concert transformed Ahmedabad into a temporary tourism superhub. Hotels were booked to capacity, with rates skyrocketing as high as Rs 1.6 lakh for a two-night stay. Online platforms like MakeMyTrip reported a 2.7x surge in accommodation bookings, while Cleartrip noted a 1,047% rise in hotel reservations.

OTT and digital reach

Coldplay's concert in Ahmedabad was also streamed live on Disney+ Hotstar on January 26, 2025. This exclusive digital event allowed fans across India to watch the concert from home with just an active Disney+ Hotstar subscription, and no extra ticket was required. According to the report, the digital stream recorded 165 million minutes of viewing time, making it one of India’s most-watched live music events, rivalling even a few cricket finals in terms of engagement.

On social media, the event garnered over 350 million social media impressions and 1.2 billion media reach. 

Impact on brands 

According to the report, several brands in the fashion, lifestyle and F&B space saw an uptick in engagement and sales. Myntra saw a 3x year-on-year surge in concert-related merchandise sales, while AJIO recorded a 30% uptick in youth fashion categories. Nearly 68% of attendees made concert-specific fashion purchases. 

There were 130 stalls and nine food courts serving guests and nearly 3,000 staff deployed at the venue. Restaurants, cafes, and food stalls — both within and around the venue — experienced a 30–40% increase in footfall.

Social impact

Beyond economic figures, the concert generated large-scale employment. Approximately 15,000 personnel were involved, from event staff and student volunteers to law enforcement and hospitality workers, with over 9,000 hailing from Ahmedabad itself.

The event also set new standards for accessibility and inclusivity. There were several facilities for persons with disabilities, including sign language interpreters, vibration-enabled jackets for the hearing-impaired, and sensory rooms.

India’s digital streaming landscape is at a pivotal juncture, with ad-supported video-on-demand (AVOD) rapidly rising as the preferred mode of content consumption. This shift in viewer behaviour is prompting advertisers to ramp up their expenditure in the format, which is projected to overtake television advertising spending as early as next year.

"Streaming is now mainstream. For years, we’ve discussed how digital might someday overtake television, and I think we can officially say that day has arrived," said Karan Bedi, director and head at MX Player. He was speaking at the MMA Global Impact 2025.

Citing data trends, he added, “83% of internet users in India stream audio or video content, and video accounts for the overwhelming majority.” This trend is not solely a metro phenomenon; over 50% of the viewership originates from rural India.

Streaming has also become a major draw for advertisers. “Compared to user-generated content or even television, streaming video drives stronger recall, brand recognition, and long-term ROI,” Bedi explained.

"By as early as next year, digital video ad spends will surpass those on television—a milestone that’s already occurred in many global markets."

Karan Bedi, MX Player

Amazon MX Player seeks to take the lead in the AVOD sector by offering premium entertainment at no cost to the viewer. “There are free platforms without premium content and premium platforms that charge. We think the real magic is in offering both—premium entertainment that’s free,” Bedi added.

MX Player is distributed within Amazon’s ecosystem—on the MX app, Amazon Shopping app, Fire TV, and Prime Video—allowing it to reach both mass and premium urban audiences. The platform boasts more than 1.5 billion downloads and 250 million monthly active users.

“Our content travels across every screen that Amazon touches. This means brands can engage with the base of the pyramid as well as the top 20 million households in India,” Bedi noted.

Additionally, MX Player is preparing to introduce Fatafat, a new vertical dedicated to micro-dramas—one-minute episodic content that is increasingly popular worldwide. Each episode will be formatted vertically, making it perfect for mobile viewing. “It’s an exciting, emerging format that promises high engagement in short bursts. And yes, there’s a lot of opportunity for brands to integrate meaningfully,” said Bedi.

Beyond content, MX Player is leaning into Amazon’s vast data ecosystem to help advertisers target better.

“We leverage trillions of shopping signals to build detailed customer personas—like beauty enthusiasts, tech-savvy users, and premium phone owners—allowing brands to reach highly relevant audiences with confidence."

Karan Bedi, MX Player

Beyond targeting, Bedi showcased how Amazon is innovating with immersive ad formats. “If you’re an endemic brand that sells on Amazon, while a customer is watching content on MX or other surfaces, your product can actually come straight through the content,” he said.

He described a new ad format that lets users browse a product’s detailed page directly while watching an ad, creating a seamless path from awareness to consideration. “Not only can viewers watch your ad, but they can browse through the product specifics right then and there,” he said.

Also read- Why Amazon MX Player is confident that cricket can’t steal its thunder

For non-endemic brands, Amazon enables ads that spotlight a product’s unique selling proposition—like vitamin C in a skincare product—through creative formats that boost recall and interaction. “We surface the key ingredient, your differentiator, in a way that is deeply engaging to the customer,” Bedi explained.

Speaking about MX Player’s unique positioning, Bedi said, “Our model is built on three pillars—differentiated reach, differentiated content, and differentiated ad solutions. As digital overtakes TV not just in consumption but in ad spends, platforms like ours will be central to how India watches and how brands connect.”

Soni is a seasoned marketing leader with over 15 years of experience across travel tech, FMCG, healthcare, and agri-business sectors. In her new role as head of brand marketing at AbhiBus (part of the ixigo Group), she will drive brand vision, positioning, and customer engagement in one of India’s mobility markets.

With a track record of building brands that fuel business growth, she has led brand transformation, digital first campaigns, and high impact cross-functional initiatives across startups and large enterprises.

In her current role, she is responsible for aligning brand strategy with business goals, expanding reach across channels, and positioning AbhiBus as a national brand under ixigo.

Sun Pharmaceutical Industries (Sun Pharma) has launched a corporate brand campaign titled ‘Touching 1,000 Lives Every Minute’. The campaign highlights the company’s role in supporting patients, caregivers, doctors, pharmacists, and communities. It focuses on Sun Pharma’s commitment to innovation, access to medicine, and patient care.

The campaign highlights that 1,000 Sun Pharma medicines are prescribed every minute worldwide, reinforcing its position as India’s top pharmaceutical company. It showcases the brand’s role in daily healthcare.

The integrated, multi-platform campaign spans television, digital, social media, IPL on OTT, and outdoor media for a 3600 coverage. To ensure regional relevance and maximum reach, it is being launched in nine languages— Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Bengali, Gujarati and English. The brand activations will extend to doctors, pharmacists and distributors across India, acknowledging Sun’s partnership with these key stakeholders to make a positive impact on communities.

Commenting on the campaign launch, Kirti Ganorkar, CEO, India Business, Sun Pharma said, “This campaign reflects who we are and the meaningful impact we make — touching a 1,000 lives every single minute across the globe. For over 40 years, people in India have trusted us. Being the No. 1 pharma company in India is a responsibility to care and to serve better. We are proud to play a key role in improving people’s health and well- being.”

The campaign has been crafted by Ogilvy & Mather, Mumbai. Talking about the thought behind the narrative, Prem Narayan, chief strategy officer, Ogilvy India, said, “Sun Pharma is India's No.1 pharma company, with a strong presence in over 100 countries. It enjoys immense trust among doctors, chemists, and the medical fraternity. However, everyday consumers are not as aware of Sun Pharma and its largeness despite its presence across households. Our attempt is to not only create awareness but also build affinity and trust among everyday consumers and other stakeholders”.

Titan Company has announced that Ajoy Chawla will be its new managing director, taking over from C. K. Venkataraman, who has been with Titan since 1990 and served as managing director since October 2019 and will retire on December 31, 2025.

Ajoy Chawla, currently the chief executive officer of Titan's jewellery division, will step into the managing director role on January 1, 2026. Chawla joined Tata in 1990 and has held various key positions within Titan, including roles in the watches division and as chief strategy officer. He has led the jewellery division since 2019, overseeing significant growth.

The appointment is subject to the approval of Titan's shareholders. The company will announce Chawla's successor for the jewellery division at a later date.

C.K. Venkataraman, managing director of Titan, said: "On behalf of the entire Titan team, I welcome Ajoy to lead Titan in its next phase of innovation and growth. With his strong customer obsession, people orientation, partnering impulse and focus on creating value, A joy is well qualified to shepherd Titan towards even greater glory and scale."

This Mother’s Day, boAt, and Blinkit have teamed up to launch a cheeky and thought-provoking campaign aimed at Gen Z - because “Happy Mother’s Day” deserves more than just an Instagram Story.

The campaign features popular content creator Satish Ray delivering a hilariously sharp message to all the kids who think a filtered throwback selfie and a cryptic caption are enough to thank their moms. 

In classic PSA (Public Service Announcement) style, Satish Ray calls out the trend of performative appreciation, reminding the audience that moms deserve more - like an actual gift. And that’s where boAt and Blinkit come in. The campaign promotes boAt’s stylish smartwatch - boAt Enigma series as the perfect Mother’s Day gift, while highlighting Blinkit’s fast delivery,while ensuring that even the last-minute crowd can redeem themselves - just in time.

“This campaign is our way of nudging young people to go beyond the ‘social’ and make Mother’s Day truly special,” said a spokesperson at boAt. “It’s funny, it’s real, and it comes with an easy solution — thoughtful gifts delivered instantly.”

The message is clear: Moms don’t just want your stories. They want your stories, your time, and yes, a well-earned gift.

Taboola, a global leader in delivering performance at scale for advertisers, has announced recent growth in partnerships and new local India leadership to support further growth.

Taboola recently partnered with some of the country’s largest digital publishers and advertisers. In February 2025, Taboola launched Realize, a new technology platform purpose-built to help brands grow through performance advertising beyond the limitations of search and social, delivering measurable outcomes at scale.

Further strengthening its presence, Taboola recently signed an exclusive two-year partnership with JioNews, one of India’s leading digital news aggregators. JioNews will integrate Taboola’s suite of content recommendation solutions across its platform, providing advertisers with expanded access to high-intent audiences across business, entertainment, politics, and lifestyle categories.

To support this continued growth, Taboola has appointed Harpreet Singh as Country Manager for India.

Harpreet Singh’s appointment follows Taboola’s recent announcement of a new focus beyond native advertising. After more than a decade pioneering native advertising, Taboola is extending its offering beyond this legacy with the introduction of Realise, an industry-first platform that specialises only in performance outcomes at scale beyond search and social. As Country Manager, Harpreet will be responsible for overseeing this new focus across India.

Harpreet Singh brings with him over 18 years of experience in the digital and publishing ecosystem. Prior to this role, he led Taboola’s publisher partnerships across India and Southeast Asia, where he played a key role in expanding collaborations with leading publishers including Times Internet, Network18, Jagran New Media, Hindustan Times, and Indian Express. Under his leadership, Taboola became a preferred monetisation partner for major Indian media brands.

Lux Industries, a name in Indian hosiery for over 50 years, has entered the women’s wear market with the launch of its new brand, Pynk. Lux Industries has signed actor Shraddha Kapoor as the brand ambassador for Pynk and launched a 360-degree campaign titled "Work. Pynk. Play." The campaign has been created by Rediffusion Brand Solutions and directed by Abhishek Varman.

Ashok Kumar Todi, chairman, Lux Industries, stated, “At Lux Industries, we have always believed in anticipating market shifts and evolving with consumer aspirations. The launch of Pynk marks a significant milestone in our growth journey - bringing our trusted legacy into the fast-growing women’s wear category. With Pynk, we aim to establish a powerful new vertical within the Lux Cozi portfolio. It reflects our strategic intent to build meaningful brands for a new India.” 

Speaking on the association & the launch of the new range from Pynk, Saket Todi, Executive Director, Lux Industries said “With Pynk, we are building more than just another product line, it is an ultimate mix of core and fashion, which makes our product range a benchmark in the industry. Backed by our five-decade legacy in hosiery and deep market insights, we see Pynk as a strategic growth engine that will help us unlock new consumer segments and drive Rs.800 crore in revenue over the next five years. We have 20 varieties of products under Pynk currently and within 5 months we have a target of 100 varieties. We are creating a movement rooted in comfort, confidence, and contemporary design for the modern Indian woman. The design language, the advertisements are an industry first. Pynk will echo the emotions of every girl and their bond with their mothers in different stages of life. With every stitch, every silhouette, we have tried to echo her journey. Pynk is about celebrating her choices, her confidence, and most importantly, her comfort. It is a bold yet natural extension of our journey, and a reflection of Lux Cozi’s ability to evolve with the aspirations of India.” 

Brand ambassador, Shraddha Kapoor on her association with Lux Cozi Pynk, “I am thrilled to be a part of the Lux Cozi Pynk journey. Whether I am heading to a shoot or just spending time with myself or my friends, I want to feel good about what I wear—and that is what Pynk is all about. It is comfort that moves with you, style that speaks for you. I love how it blends everyday ease with a sharp, modern vibe. It is more than fashion—it is a statement.”

Pynk will invest Rs. 27 crores in marketing and will be shown on approximately 1,600 movie screens across India. The campaign will include television commercials, digital ads, hoardings, life-size Shraddha Kapoor glow screens at airports, and engagement with around 600 social media influencers. The price range for Pynk products will be Rs. 500 to INR 999.

Pynk aims to resonate with the modern woman who balances ambition, emotions, and responsibilities. With Shraddha Kapoor as the brand ambassador, the brand reflects the strength and elegance of Indian women. Pynk is Lux Cozi’s tribute to their resilience and aims for every woman to feel represented by the brand.

The film tells the story of a young woman torn between two paths — her passion for dance and her mother’s dream of a successful corporate career. Instead of choosing one, she decides to pursue both. By day, she excels at work; by night, she embraces her love for dance. It is a celebration of modern women who does not compromise — they create their own path, balancing ambition and emotion with grace.

Pramod Sharma, national creative director, Rediffusion Brand Solutions, stated, “Pynk” is a future looking women wear brand. It is a step forward than other leggings brands.  It is an ode to the woman of today, who handle their career, their dreams, and their family’s aspirations together. That too, proudly. Their one step moves towards their aspirations and the second takes care of their loved ones too. The film through Shradha Kapoor is a story of women of India. It is our tribute to their journey, their strength, and their grace. We want every woman to see herself in Pynk.”

Titan Company has launched a Mother’s Day campaign for its CSR initiative, Titan Kanya, which has provided education to over 74,000 girls and women in FY24 across underserved regions in India. The campaign film highlights how daughters are helping their mothers gain literacy.

Evoking a deep sense of India’s rural emotional dividend, the film captures the journey of women who, despite being deprived of formal education, have chosen to rewrite their stories. Titled “Aage Badhegi”, the film has been conceptualised by Ogilvy and produced by Superfly Films, and narrates the story of mothers who are reclaiming their right to learn for themselves, and for their daughters.

Launched in partnership with the non-profit entity IIMPACT, the Mothers' Literacy Program is an extension of the Titan Kanya mission – empowering the girl child through education. Realising the rising aspirations of rural mothers to learn alongside their daughters, Titan has created structured literacy modules tailored for women who had never stepped into a classroom.

N E Sridhar, chief sustainability officer, Titan Company, added, “Our decade-long partnership with IIMPACT and the Titan Kanya initiatives to empower women has played a crucial role in augmenting education at the grassroots level, across rural economies. From early-grade reading in Anganwadis to third-party impact assessments, every step reinforces our Tata philosophy, creating sustainable change in the most underserved communities.”

Speaking on the campaign, Sirish Chandrashekar, head– corporate brand, Titan Company, said, "At Titan, we’ve always believed in the transformative power of education. Titan Kanya started with a vision to educate and empower girls from underserved communities. What we witnessed along the way was even more inspiring – the desire of their mothers to learn, grow and become a part of this journey. This campaign is our tribute to them, to their courage, their grit, and their unwavering belief that it’s never too late to learn."

Titan Kanya program has reached over 74,000+ girls and women in the last financial year alone in districts across Tamil Nadu, Karnataka, Uttarakhand, Uttar Pradesh, and West Bengal; focusing on remedial education, life skills, scholarships, and STEM learning. Additionally, the partnership with IIMPACT has been instrumental in creating grassroots change by training women educators and building bridges between schools, homes, and communities.

"As a society, we have learnt the importance of educating young girls; what is beautiful about this initiative is that women who have not benefited from this cultural shift are now getting an opportunity to start their journey to literacy just like their daughters who are also their biggest inspiration. This film is a celebration of that. We are thrilled to bring alive these stories and the fantastic efforts by the Titan CSR team”, added Maitri Ramkumar, sr. creative director - digital, Ogilvy.

In a recent development, Starcom India, a media agency from the stable of Publicis Media has elevated Navin Lalchandani as managing partner - buying & investments as confirmed by the sources close to afaqs! Navin, who was previous working as EVP, media buying, joined Starcom in the year 2017 as VP, media buying.

Navin had prior stints with Carat Media Services (Dentsu Aegis Network), GroupM's Maxus, and Madison Media.

McDonald’s India – North and East has launched the Chicken Puff, a new non-veg option in its puff menu, expanding on the popular Veg Pizza McPuff. The Chicken Puff features marinated chicken, vegetables, and a crisp puff pastry, priced at Rs. 59.

Additionally, McDonald’s India – North and East has introduced McDeal 1+1 value offers. Customers can get two Chicken Puffs for Rs. 99, two Veg Puffs for Rs. 79, two Aloo Wraps for Rs. 109, and two Soft Serves for Rs. 49.

Commenting on the launch, Rajeev Ranjan, managing director, McDonald’s India- North & East, said, "At McDonald’s, we are committed to meeting the evolving needs of our customers. The new Chicken Puff and McDeal 1+1 combo reflect our ongoing commitment to providing a range of flavourful, high-quality food choices at compelling value. With these new offerings, we’re giving our customers more reasons to connect, share, and enjoy their favourite snacks together. We’re thrilled to continue positioning McDonald’s as the go-to destination for everyday moments of joy.”

The All-New Chicken Puff and other McDeal 1+1 offers are available across McDonald’s restaurants in North and East India, for dine-in, takeaway, drive-thru, and delivery through third-party aggregators.

MMA Global India and GroupM, WPP’s media investment group has unveiled the Modern Marketing Reckoner 2025: The CMO’s guide to growth hacking at the 14th edition of MMA IMPACT India, held on 7–8 May in Gurugram. Fifth edition, the Reckoner is a flagship publication designed to equip modern marketers with strategic foresight to navigate the complex, high-velocity world of modern business where disruption is constant and, growth is no longer guaranteed.

This year’s edition signals a decisive evolution in the marketing function from brand guardianship to business acceleration. In today’s high-velocity, high-stakes environment, growth hacking is no longer a trend but a non-negotiable mandate. Harnessing insights and expertise of 50+ senior leaders, strategists, and digital trailblazers, the report delivers a bold blueprint for CMOs shaped by the seismic forces transforming marketing today: from Gen Z's shifting loyalties and Generative AI’s creative disruption, to the velocity of quick commerce and the rise of premiumisation all within a landscape demanding speed, precision, and performance-driven impact.

Prasanth Kumar, MMA global India co-chair & CEO - GroupM South Asia, said, “In a world where technology is disrupting faster than what businesses can adapt to, the marketing function today stands at a defining inflection point. Amidst an environment where consumer behaviour is constantly evolving and expectations growing sharper, this Reckoner reflects a growing consensus: that growth must be engineered, not expected. It calls for a new kind of leadership—one that balances creativity with accountability, experiments boldly, and always keeps business outcomes in focus. At GroupM and MMA Global India, we see this report as more than a publication—it is a leadership guide for CMOs, built for a new era where growth is not just a goal, but a shared responsibility across the boardroom.”

Moneka Khurana, country head & BOD, MMA Global India said, “Growth hacking is now the CMO’s core responsibility- it is not about shortcuts, but about bold action, rapid experimentation, and measurable impact. In today’s fast-changing market, real growth comes from curiosity, courage, and mastering the art of duality at every stage between diverse audiences and brand and performance at every stage. Shaped by the expertise of over 50 practitioners and thinkers across the MMA member ecosystem a must consume collective offering tools, insights, and provocations CMOs need to lead with purpose and agility. Because in a world defined by change, the ultimate hack is how we choose to lead.”

Key themes explored in the report include:

• Gen Z’s disruption of brand engagement norms-loyalty, relevance, and values all redefined
• The emergence of quick commerce and new distribution models challenging traditional value chains
• The accelerating trend of premiumisation as a lasting shift in consumer behaviour
• The transformation of brand purpose from campaign narrative to organizational philosophy
• The strategic need for sharp segmentation and precision targeting in a post-mass-marketing era
• The impact of Generative AI in redefining personalisation, speed, and decision-making
• The growing expectation for CMOs to think like CFOs—leading with financial discipline, ROI focus, and frugality

Delente Technologies has appointed Sanjeev Patel as its new vice president – strategy and business growth. Delente Technologies is a consumer internet company leveraging AI and ML to solve real-world challenges. Its portfolio includes CarBike360, CMV360, CarBike360.ae (automotive) and Comparos (consumer electronics). 

In his new role, Patel will be responsible for driving strategic initiatives, identifying new growth opportunities and strengthening operational frameworks across the company’s diverse digital businesses. 

“Sanjeev Patel’s appointment reflects our commitment to building a future-ready leadership team that can unlock innovation and sustainable growth across verticals. His vision aligns with our goal of expanding the reach and influence of platforms like CarBike360.com, which has already emerged as a trusted name in India’s automotive discovery and comparison ecosystem,” said Mukesh Rajauria, co-founder and CEO at Delente Technologies.

Sagar Das, co-founder at Delente Technologies, added: “At Delente, we believe that strategic clarity and executional agility are the twin engines of success. Patel brings both. His ability to think ahead of the curve and drive outcomes makes him a valuable addition to our leadership team as we chart the next stage of our journey.”

As a seasoned executive with experience across technology and consumer-focused businesses, Patel is expected to play a critical role in enhancing value for both users and partners, while positioning Delente Technologies as a leader in digital intelligence and content ecosystems.

“I am excited to join Delente Technologies at such a transformative time. The company’s mission-driven platforms are primed for growth, and I look forward to contributing to their scale and impact in the digital space,” said Sanjeev Patel, vice president – strategy and business growth.

Indian wear brand BIBA, with Enormous Brands, has launched a Mother’s Day campaign highlighting the emotional invisibility of new mothers, focusing on how they often go unnoticed while attention is on the newborn.

“We often celebrate the arrival of a baby, but forget to check in on the woman who just became a mother. This film is a gentle reminder that while a child is born, so is a new mother. Rooted in an emotional insight that’s rarely acknowledged, the film gives voice to what countless new moms feel, but rarely say out loud.” says Sindhu Sharma, national creative director North, Enormous Brands.

The new film captures the quiet transformation many women undergo post-childbirth. Trading identities, dreams, and desires for diapers, feeding schedules, and constant caretaking. As everyone gathers around the newborn, the mother quietly fades into the background.

“At BIBA, we’ve always celebrated the many roles a woman plays. This Mother’s Day, we are turning the spotlight to those who have just stepped into motherhood- a time as overwhelming as it is beautiful. Through this film, we hope to shift the narrative to ensure that new mothers feel seen, valued, and supported—not just for what they do, but for who they are.” says Ekta Dutta,  head of marketing, Biba Fashion.

BIBA's #MakeMomsFeelSeen campaign highlights the importance of recognising new mothers. The campaign encourages people to acknowledge and support mothers instead of only celebrating the newborn. The campaign is live across BIBA stores and digital platforms. BIBA's Mother's Day collection is available on Biba’s official website with special discounts for mothers. The campaign film is available on BIBA's social media platforms.

Tata Tea Gold Care is back with its Mother’s Day campaign #MyTurnToCare with a powerful AI led personalised twist. In a heartwarming tribute to the unwavering love and care of mothers, the brand has launched a personalised gifting experience that leverages AI to help consumers to meaningfully celebrate the day with their mothers’. Consumers can create customised Tata Tea Gold Care tea packs in 8 local languages with their picture along with their mother and also dedicate a personalised message in their voice through AI enabled tech.

This Mother’s day, the brand invites consumers to visit the campaign website (www.tatateagoldcare.com) and upload a picture of them along with their mother and through simple steps select the pack language preference, select a personalised message and record their voice to enable AI powered tech to customise the pack for a very personalised experience. The unique QR code on each pack triggers an AR experience, playing the personalised message and video—turning each tea pack into a heartfelt memory. The  initiative represents one of the most scaled and thoughtfully executed tech-enabled personalisation efforts in the Indian FMCG  space.

To amplify the campaign, the brand has collaborated with celebrity influencers and micro-influencers who will engage with consumers through mall activation on Mother’s Day in key cities.

Commenting on the initiative, Puneet Das, president – packaged beverages (India & South Asia), Tata Consumer Products, said, “With the return of our #MyTurnToCare campaign this Mother’s Day, we wanted to go beyond words and create an experience which is industry first and that truly captures the depth of emotion we feel for our mothers. At Tata Tea Gold Care, care is at the core of everything we do—and this year, we’re proud to leverage AI to provide an enhanced personalised experience. Through these personalised packs we’re not just offering a gift, but a heartfelt memory which consumers can cherish for years to come.”

EndemolShine India, a leading content company and part of Banijay Entertainment, has announced its strategic entry into branded entertainment.To power this vision, EndemolShine India has partnered with Mediascope, a leading agency in the space, to lead the effort around brand integration and advertiser-funded programming (AFP).

With this move, EndemolShine India aims to create innovative content solutions that seamlessly integrate brand narratives, enabling advertisers to reach audiences in more meaningful and engaging ways. The focus will be on developing premium, high-impact content across formats and platforms — where brands become an integral part of the storytelling.

The strategic partnership echoes Banijay Entertainment’s wider growth in branded entertainment, following the launch of specialist division Banijay Branded Entertainment (BBE), which is further evolving the group’s global efforts in this space.

Rishi Negi, group chief operating officer, Banijay Asia & EndemolShine India, said: “As the media landscape evolves, brands are seeking more organic, immersive ways to connect with audiences. Branded entertainment sits at the intersection of storytelling and strategy — and that’s where we thrive. With our strong creative engine and Mediascope’s expertise in brand partnerships, we’re excited to build a powerful branded content ecosystem in India.”

Trevellyn Fynn, EVP & head of content strategy at EndemolShine India added: “Branded entertainment allows us to design narratives that audiences choose to engage with while giving brands a compelling, purposeful role in the story. With this partnership, we're bringing together strategic thinking and creative ambition to tell stories for and with brands in India."

Marzban Patel, CEO & founder, Mediascope added: “Branded entertainment lies at the heart of how brands build emotional resonance in the current media landscape. This isn’t just about visibility; it’s about creating stories that audiences genuinely seek out, where the brand plays a meaningful and lasting role in the narrative. EndemolShine India brings world-class storytelling and scale, and at Mediascope, we see this as a powerful opportunity to help Indian brands forge deeper, more nuanced connections with audiences.”

With this partnership, EndemolShine India is set to develop a slate of original IPs and content formats co-created with brands, tapping into Mediascope’s deep understanding of the advertiser landscape. The focus will be on unlocking value for both content creators and marketers in a rapidly converging world.

Via its dedicated branded content division, Banijay Branded Entertainment (BBE), Banijay Entertainment leverages the company’s world-class, expansive global production expertise and creativity, to make content for brands that connect with audiences through emotional and richly crafted entertainment. It also partners closely with Banijay Entertainment’s dedicated live event and experiences business, Banijay Live, on its brand-led activations to drive maximum strategic value across its deals.

Chaaipani, a media and branding agency, has been named the exclusive advertising and brand activation partner for the Jagannath Puri Rath Yatra 2025, a religious event, drawing over 1.5 crore devotees each year.

In this role, Chaaipani will lead the planning and execution of branding, sponsorship, and on-ground activations during the Yatra. The focus will be on designing meaningful brand experiences that respect the sanctity of the event and comply with all cultural and administrative norms set by the Yatra organizers.

The 2025 edition of the Rath Yatra is set to commence on June 27, when the grand chariots of Lord Jagannath, Lord Balabhadra, and Devi Subhadra make their journey from the Jagannath Temple to the Gundicha Temple in Puri, Odisha.

Chaaipani’s mandate covers end-to-end execution of brand partnerships that resonate with the event’s ethos while maximising visibility and value for participating brands.

Speaking about the partnership, Shruti Chaturvedi, founder of Chaaipani, said, “We are deeply honoured to be entrusted with the advertising and brand activation for the Jagannath Rath Yatra 2025. This is more than just a festival—it is an embodiment of faith, devotion, and centuries-old tradition. Our goal is to create a respectful and authentic brand storytelling experience that enhances the Yatra for millions of devotees while preserving its spiritual essence.”

The AdClub announced the Round 1 shortlist of creative entries in the ABBY Awards 2025 powered by One Show.

Leo Burnett, Enormous Brands, FCB, VML, McCann, Famous Innovations, and Havas lead the shortlisted entries. Companies in the shortlist are Good Morning Films, Tribes Communications, Atom Network, Cheil, Schbang, Mudra Max, Y&H, Grey Group, Hogarth Studios, Vanilla Films, Mindshare, BBH, Tilt Brand Solutions, Bennett Coleman, RedBus, Havas Life, Maitri, and Coral Media.

Digital companies shortlisted include Schbang, BC Web Wise, Digitas, Interactive Avenues, Krafton, The New Thing by Talented, Rapidues Technologies, Social Panga, etc. Design firms shortlisted are Open Design, Hyphen Brands, and Tree Design. Video craft companies shortlisted include Good Morning Films, Vanilla Films, Bang Bang, Kitchen Video, and Superfly Films.

Client and brand companies shortlisted are led by AIS, Jaguar, P&G Whisper, Manifest, The Times of India, Buckaroo, Axis Bank, Coca-Cola, Finolex, Reliance General Insurance, Durex, Flipkart Minutes, Lays, Navneet Education, BGMI, Ikea, Star Cement, RedBus, Samsung, Central Railway, and Dream 11.

Client and brand companies also shortlisted include Kansai Nerolac Paints, 7Up, Durex India, Henlo Pet Nutrition, Oreo, Spotify, Uber, KitKat, P&G Shiksha, Swiggy, Acko, Apollo 24/7, BMC, MyMuse, Robin Hood Army, Alembic Pharmaceuticals, Rapido, Sebamed, UltraTech, Yatra, CaratLane, Cathay Pacific, Dorset, Honda Motorcycle, Navbharat Times, Neeman’s, Pentonic, Pepsi, The Telegraph, and US Nomads Cafe.

Publishers and broadcasters include Bennett Coleman, ABP, Jagran Prakashan, Viacom, Star India, Hindu Group, and Zee Entertainment. Content companies include Hogarth Studios, Publicis Production, and Ryde Studio. Start-up agencies making their mark are Y&H, tgthr, Brave, and Believe Trinity.

Ajay Kakar, chairman, awards governing council, the Abby Awards said, “The shortlist for the ABBY Awards 2025—across both Creative and Media categories—is now out. It’s heartening to see the breadth and diversity of agencies, clients, brands, publishers, and broadcasters who have made it through the first round of rigorous jury evaluation. This wide representation is a reflection of the vibrancy and depth of talent in our industry. With the second and third rounds of judging ahead, we now look forward to seeing the best rise to the top. All roads lead to the awards nights between 21st and 23rd May.”

All the companies shortlisted are available on the AdClub website.

The Round 2 and Round 3 judging is in progress and the winners will be announced at the Goafest event on three nights from May 21 to 23.

Tata Play Binge has partnered with BBC Player to add British content to its platform. The collaboration gives Tata Play Binge users access to a wide range of acclaimed British shows and series, expanding its content library for Indian viewers.

BBC Player on Tata Play Binge offers a range of British content, including dramas like Luther and Pride and Prejudice, comedies like Mr. Bean and Citizen Khan, documentaries like Planet Earth III, and cooking shows featuring Nigella Lawson and Jamie Oliver. For kids, it includes titles like Andy’s Aquatic Adventures, JoJo and Gran Gran, and Junior Bake Off.

Speaking on the partnership Pallavi Puri, Tata Play’s chief commercial and content officer said, “This partnership underscores our commitment to bringing the best of global content to our viewers, all in one place. BBC Studio’s premium storytelling and rich library of highly celebrated shows perfectly complement our growing content roster, and we are confident that our users will love this addition.”

Stanley Fernandes, vice president distribution, South Asia, BBC Studios said, “We’re excited to bring BBC Player to more homes across India with Tata Play Binge, offering the best of British entertainment—from acclaimed dramas to inspiring lifestyle shows and kids’ favourites—all in one place. This marks a new chapter in our partnership with Tata Play as we expand into their OTT aggregation space, building on our strong collaboration.”

BBC Player will join other OTT platforms on Tata Play Binge, including Apple TV+, JioHotstar, ZEE5, Lionsgate Play, Amazon Prime Video, Discovery+, FanCode, Sun Nxt, Aha, Fuse+, Hallmark Movies Now, PTC Play, Animax, VROTT, STAGE, ReelDrama, Chaupal, Namma Flix, manoramaMAX, iStream, Tarang Plus, Hungama Play, ShemarooMe, SonyLIV, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK, Distro TV, and MX Player, along with Gaming.

Tata Play Binge users can access all 30+ apps through a single subscription and interface across smartphones, connected devices, LG, Samsung, and Android smart TVs, desktops, laptops, tablets, Tata Play edition of Amazon Fire TV Stick, and the Tata Binge website. Netflix is available as a combo with DTH channels, and Amazon Prime Video can be added by Binge users with DTH.

Naukri.com has recently launched a brand new ad campaign in collaboration with Lowe Lintas. The campaign features two short ad films that boldly underline Naukri’s ambitious message to its younger, job-seeking audience: “All’s fair when you love your career.” 

Both ad films target the Gen Z cohort (the generation born between 1997 and 2012). The first film is set in an office where a young woman is giving a verbal resignation to her manager, which is made to resemble a breakup closely. 

The manager, who is taking the resignation and breakup hard, responds, “How can you do this to us?” while pointing her towards the sign that her colleagues are holding above his head, which says, “We are one team.” She swiftly responds, "I have dreams to pursue," and proceeds to walk away. The voiceover in the background validates her stance: “We get it. All’s fair when you love your career.”

The second film, also set in an office, shows a young man at his farewell party. His coworker jokes about how his early farewell will look on his CV. The departing young man then shoots back, saying that he may not know about how this will reflect on his CV, but it will definitely reflect well in his bank balance. The validating voiceover plays again in the background. 

In a tell-all interview with afaqs!, Sumeet Singh, the Group CMO of Infoedge, Naukri’s parent company, talks about everything that has gone into the making of these ad films.

She starts by talking about the Gen Z represented in the Naukri ad. Busting all the stereotypes, she describes them as “an aware consumer" with attributes including "being self-aware, entitled, bold, brave, courageous, more risk-taking, and less risk-averse. And definitely as ambitious, if not more than, the earlier generations”.  

Elaborating further on whether the ad films run the risk of perpetuating the very stereotypes that they aim to combat, she clarifies, “I don't know whether there is a Gen Z stereotype or not. So in my opinion, specifically, I don't think it's stereotyping Gen Z. Every generation comes with certain characteristics, and if a large percentage of the population falls under those characteristics, then we actually start saying that these characteristics belong to the Millennials or Gen Z or, tomorrow, Gen Alpha. So I would not call it stereotyping at all.” 

However, stereotyping does exist in the corporate world. Naukri was motivated to conduct research after recognising some common stereotypes in corporate offices about Gen Z's workplace attitudes, such as concerns about their loyalty, tendency to get bored, and dislike for working weekends.

This initiative aimed to gain a deeper understanding of what drives Gen Z's job searches.

“We conducted qualitative surveys with focus groups in bigger metros and some smaller cities, like Jaipur, Indore and Lucknow. The work was done about two years ago or maybe 18 to 20 months ago," she specifies when asked about the research methodology used to arrive at the data to formulate the ad films. 

Based on observations in the global press, the current job market appears to be in a continuous state of flux. Owing to innovations in the artificial intelligence sector and ever-changing immigration policies in countries like the US, many working professionals already run the risk of losing employment.

But in an evolving job market like ours, is job hopping, as depicted in the ads, the prudent thing to do? “Firstly, the ad is not saying that change. The ad is not trying to say that you must change for your bank balance. The ad is trying to show an attitude. Whether you look at our ad last year, which was the carrot ad, or you look at the advertising this year, it's really about saying that people are making changes,” replies Singh.

She continues, “So we are saying, 'Hey, listen, it should not be frowned upon because making the change does not mean that the person is frivolous and not serious about his or her career'. It is a decision that they have carefully considered. At Naukri, we are simply expressing our support for their decision."

Naukri’s new positioning—Naukri for the ambitious—is already paying off. According to Singh, “Our initial reads of the campaign are excellent. We are seeing very good initial reads until now. Traffic is also up, you know, double-digit. So we are happy. We are hearing good things about the ads.”

Before the group CMO left, she highlighted a previous Naukri ad campaign that was launched during the corporate appraisal season. The campaign installed a giant peanut at Cyber Hub, Gurgaon, a subtle commentary on the “peanuts for appraisal” that the employees received instead of the “big raise” that was promised. The campaign organically went viral in a display of Naukri’s resonance with the workforce that it works for.

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India is undergoing a pivotal transformation due to the significant growth of OTT (over-the-top) or on-demand content available today. According to the 2025 FICCI EY report, by 2030, the number of large screens in India will cross 200 million, and small (phone) screens will reach almost 700 million, creating a large base of consumers hungry for content and information. 

However, the report also states that digital advertising grew 17% to reach Rs 700 billion, which is 55% of total advertising revenues. Search and social media accounted for 11% of this growth, while e-commerce advertising contributed 50%. This means that despite the growth in OTT content, these platforms are grappling with the complexity of monetising this rapidly evolving environment. 

During a recent panel discussion at AVIA’s Future of Video India conference, which was part of WAVES 2025, Ashwin Padmanabhan, chief operating officer, South Asia, at GroupM; Ranjana Mangla, senior vice president and head of ad revenue at Sony LIV; and Akila Jayaraman, head of GTM strategy and marketing at Jio Ads, unpacked these challenges, and future pathways for commercialising streaming in India.

Padmanabhan started off by emphasising the growing perception that streaming is an extension of television. He said in Western markets, this transition is already underway. In India, it's catching up quickly.

“Brands are now engaging in a total TV conversation—combining traditional linear TV delivered via cable and satellite with video-on-demand (VOD) and connected TV (CTV).”

"While linear TV ratings are declining, CTV viewership is accelerating," he noted. "TV, regardless of its delivery method, remains impactful." Mobile, with its deep penetration, remains important, but it's the evolving relationship between linear TV and CTV that is attracting keen interest from advertisers, he added. 

The measurement and distribution challenge

A major hurdle remains audience measurement. Mangla brought up a crucial issue, saying that the inconsistent treatment of mobile and CTV streaming poses a challenge.

“With audiences now spending 8–10 hours daily across multiple screens, traditional TV metrics no longer capture this fragmented engagement. Streaming often sees high view-through rates, but monetisation models and measurement systems have not yet caught up,” she noted.

As the market grows, the question of who will standardise measurement remains pressing she pointed out. She also called for transparency in OTT measurement, similar to that of television. "A unified measurement system is essential for fostering trust and value in digital advertising," she said.

According to Padmanabhan, 'attention planning', a new metric framework focused on how audiences engage with content, is the way to go. "We’re helping brands understand how to link the right metrics to content quality, audience engagement, and business outcomes," he explained.

He cited that connected TV now accounts for roughly 30% of total viewership in India, with impressions doubling every six months at the pin-code level. Still, this reach largely covers the top 1–2% of Indian households.

“To effectively monetise this premium audience, innovation in ad selling strategies and backend infrastructure is essential.” 

He pointed out that many broadcasters are still operating with a content-first mindset, which worked in traditional media but is insufficient in the digital age. "Broadcasters need to think like tech companies," he urged. "You don't have to build everything in-house, but you do need a tech-driven mindset to succeed in streaming."

Padmanabhan said, "Without technology, you can't monetise streaming. Broadcasters know how to break content; however, the challenge now is doing it profitably."

Rethinking ad formats

However, Jayaraman said that while innovations such as shoppable ads are generating buzz, traditional video remains dominant. She said even though these formats exist, the audience hasn’t evolved yet. 

"There’s high potential in pre-roll and in-content formats, particularly on premium video."

She said that social media is noisy and building a brand today is difficult. OTT platforms offer deeper engagement. The challenge lies in smart ad targeting using demographics and household-level data to ensure value delivery.

However, Mangla cautioned that aggressive monetisation could disrupt viewer experience. "Streaming's strength is its on-demand nature. If the content is engaging, users come back, but we must balance ad innovation with viewer retention."

According to the panellists, premium video growth will be driven by a hybrid ROI model that blends content, connectivity, and commerce.

Despite a rise of more than 50% in palm-oil prices last year, GCPL, the maker of soap brands such as Cinthol and Godrej No.1, which rely on the commodity as an ingredient, chose not to reduce advertising expenditure, instead absorbing the spike in input costs. Around 40% of the company’s India business comes from soaps.

The health and beauty-focused consumer-goods firm reported a consolidated net profit of Rs 411.90 crore for the quarter ending March 2025, compared with a loss of Rs 1,893.21 crore in the same period a year earlier.

Advertising and publicity expenses rose slightly to Rs 310.07 crore this quarter, up from Rs 306.29 crore in the fourth quarter of fiscal year 2024. “As a company, we are big believers in advertising,” Sitapati told a reporter, noting that the firm’s advertising spend has remained steady for the past three years.

Asked about GCPL’s rural strategy by a journalist, he said many of its products are currently used in urban India, and the company aims to expand their reach into rural markets. The strategy rests on three pillars: distribution, pricing and promotional marketing.

For rural audiences, the company relies heavily on mobile advertising, citing high mobile-phone penetration in these regions. It also uses wall paintings for visibility. In urban markets, GCPL focuses on linear and connected television.

Although acknowledging the impact of premiumisation and a short-term lull in demand, Sitapati expressed confidence in a recovery over the next 12 months. He cited the government’s tax-rate reductions, welfare schemes and the next pay commission as likely drivers. “Every time there is a pay commission increase, FMCG does well,” he said.

In a presentation outlining GCPL’s long-term strategy, he identified key growth categories for the future:

Air fresheners: Godrej Aer

Liquid detergents: Godrej Fab

Hair colour: Godrej Expert Rich Crème

Body wash: Cinthol Body Wash

Deodorants and perfumes: Park Avenue

Sexual wellness: Kamasutra

When asked whether the company would prioritise distribution or advertising for these emerging categories, Sitapati said, “In India, it will be advertising, and it is the same in Indonesia. But if you ask me about Africa, it will be distribution.” He added that distribution is largely a solved problem in India.

Domino's Greece has unveiled a campaign that literally smashes expectations. The pizza giant's new 'Crashed Pizzas' series, created by The Newtons Laboratory, shows something most food brands would consider sacrilege: their signature product in catastrophic disarray.

The campaign features striking visuals of Domino's pizzas destroyed in what appears to be the aftermath of delivery accidents—cheese splattered across broken boxes, toppings scattered amidst debris, and the unmistakable suggestion of vehicular wreckage. It's pizza, but not as you'd want to see it.

This imagery serves a purpose. Rather than promoting their product, Domino's is addressing their own delivery drivers with a crystal-clear message: your safety trumps everything else—including the perfect delivery.

The campaign represents a significant evolution in Domino's relationship with speed and delivery efficiency. For decades, the company built its reputation on the famous '30-minutes or it's free' guarantee, first introduced in the 1980s. This proposition revolutionised the quick-service restaurant industry, establishing new benchmarks for delivery timeframes and consumer expectations. In India, the proposition was first introduced in 2004.

However, the 30-minute guarantee faced criticism and was eventually discontinued in many markets following concerns about driver safety, food quality and the potential accidents that could result from delivery personnel rushing to meet the deadline. Despite this, the cultural impact of Domino's rapid delivery promise had already transformed customer expectations across the food delivery landscape worldwide.

With 'Crashed Pizzas', Domino's Greece acknowledges this complex legacy whilst firmly establishing its current priorities. The campaign serves as both a safety message to their drivers and a transparent communication to customers about what truly matters.

The campaign's stark imagery is appearing across Greece on outdoor billboards, social media platforms, and in internal communications directed at Domino's staff. It represents a noteworthy shift in an industry often criticised for prioritising speed and efficiency over worker welfare.

Homegrown FMCG major Dabur has reported an overall increase in advertising expenditure for the fiscal year ending 31 March 2025, despite cutting back on ad spending in the final quarter.

The company's advertising outlay for Q4 stood at Rs 176.4 crore, representing a 3.9% year-on-year decline compared to Rs 183.65 crore spent during the same period last year. The quarterly figure also marked a substantial 22.2% sequential drop from the Rs 226.7 crore spent in Q3 ending December 2024.

Despite the fourth-quarter reduction, Dabur's total advertising investment for the full fiscal year 2024-25 reached Rs 864.6 crore, reflecting a modest 1.8% increase from the previous year's Rs 849 crore.

The advertising figures were released alongside Dabur's quarterly financial results where it posted a net profit of Rs 313 crore for the January-March quarter, representing an 8.4% decline compared to the same quarter last year.

Revenue remained essentially flat year-on-year at Rs 2,830 crore. The company's EBITDA (Earnings Before Interest, Tax, Depreciation and Amortisation) decreased by 8.6% year-on-year to Rs 426.8 crore.

Business Today has announced the elevation of Siddharth Zarabi to the role of Group Editor, additionally Alok Nair will take on the role of independent incharge of the Strategic Business Unit (SBU).

The announcement was made internally to the India Today Group team.

Zarabi, Editor at Business Today, has been entrusted with the additional responsibility of leading the brand's digital platform. Zarabi, who has successfully led BT’s print and TV platforms over the past four years, will now help unify Business Today’s presence across Print, TV, and Digital. In his expanded role, he will report to Aroon Purie, editor-in-chief, for print, and to the digital and TV leadership.

Alok Nair, who has served as COO of Business Today for around four years, will now take independent charge of the brand's Strategic Business Unit (SBU). Nair has played a key role in scaling the Business Today brand and will continue to lead its growth in this expanded role. He will now report directly to Dinesh Bhatia, Group CEO, India Today Group.

Emami, a leading FMCG company, has launched an AI-visual-generated ad film, for its prickly heat powder brand Dermicool. This new campaign, DermiCool Warriors reimagines the iconic Dermicool jingle “Aaya Mausam Thande Thande Dermicool Ka” with a setting of a futuristic storytelling, leveraging Gen-AI.

Recognising the potential of emerging AI-powered tools, Emami seized the opportunity to bring its brand proposition to life in a fresh, compelling way. The campaign has been executed by Wondrlab while TopScout. & Crushed Studios are the AI partners.The 30-second digital film blends the brand's nostalgic legacy with next-gen technology, while reinforcing the brand's core proposition: effective cooling relief from prickly heat with the double power of Neem and Tulsi.

Set in a mythical, fantasy-inspired universe, the film reimagines prickly heat as “Ghamoriya” monsters - symbolising itchy summer skin rashes - and positions Dermicool as the heroic cool warrior that defeats them using the natural strength of Neem and Tulsi. The film is a seamless blend of the brand message, its iconic jingle and AI generated visuals. All AI tools were licensed ensuring responsible and legal use in creative development.

“DermiCool enjoys the love of its consumers owing to it consistently delivering cooling relief from heat and associated problems like prickly heat. In our efforts to win the new generation consumers we realised that we needed to adopt modern story telling formats while retaining the legacy we are proud of. DermiCool Warriors, our digital film, is an effort in that direction. It embraces future-facing technologies in brand communication while staying true to the brand’s core emotional legacy and promise. The campaign highlights the strategic use of AI as a cost-effective alternative to high-budget filmmaking, while being more agile and efficient approach to creative development” said Kaushik Vedula, AVP- marketing, Emami.

 Amit Akali, co-founder and CCO of Wondrlab, & Gauri Gokarn Content Lead added, “Very rarely does a client present a brief that lets us push creative and technological boundaries. We had the concept in place, but bringing AI into the mix supercharged the execution and gave the film an entirely new visual identity.” 

“We’re proud to be developing this ground-breaking digital film with partners at Emami who've courageously accepted the power of AI-led filmmaking. This film not only breaks the stigma of using AI generated visuals but also pushes the bar for how AI can be a facilitator for the new age advertising. With visuals created entirely with the power of AI for a brand that defined our childhood summers, it's targeted at resonating with the digital audience of today. This campaign blends nostalgia with innovation, reviving the iconic jingle ‘Aaya Mausam Thande Thande Dermicool Ka’ through a future-ready, trendsetting AI-gen approach”, said Ibrahim Mir, chief creative officer, The TopScout.

VEGA has launched the Vega LitStyle Hair Dryer Brush, an all-in-one hair styling tool that combines a hair dryer and brush. The device offers quick, smooth, and voluminous styling at home or on the go.

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Vega has launched a campaign featuring brand ambassador Ananya Panday. The campaign shows common hairstyling challenges and presents Vega's solution.

The ad shows Ananya Panday entering a room where her friend is struggling with wet, frizzy hair. Frustrated by the time it takes to dry and style separately, the friend complains. Ananya introduces the Vega LitStyle Hair Dryer Brush, which dries and styles hair at once. She demonstrates its 360° airflow technology for faster, even drying. The ad ends with both showcasing smooth, voluminous hair.

Sandeep Jain, director, Vega, shared his vision for the brand’s continued growth and innovation in the beauty and personal care industry: "Our journey began with makeup brushes, and over the years, we have expanded our product range to cater to diverse grooming and styling needs. Every product we introduce is designed with a focus on quality and convenience. Our mission is to ensure that our customers have access to the best-in-class tools that make their personal grooming experience effortless and enjoyable. The Vega LitStyle Hair Dryer Brush embodies this vision, offering a revolutionary hairstyling solution that simplifies and enhances drying and styling routine. By combining powerful airflow, precision styling, and user-friendly design, this tool makes professional-quality hair styling more accessible than ever before."