Campaign India Team
Mar 14, 2021

Live blog: News updates - week of 15 March

In the news: Ants Digital, Hathway, The Marcom Avenue, The Works

Kiara Advani is Pantene’s new brand ambassador

Haircare brand Pantene has brought in Kiara Advani as its new celebrity endorser. The brand is looking to encourage young women to embrace hair fall-free open hair with confidence. A new campaign featuring Advani highlights the concerns young girls face around hair fall causing them to tie their hair. Through the commercial, Advani tells consumers “you haven’t grown your hair long to simply tie it”.


Affine rolls out new brand identity

AI and data engineering consulting and solutions firm Affine has unveiled a new brand identity, that looks to reflect the company's decade-long journey in helping business transformation with the help of AI, data engineering and cloud, for global and Indian enterprises. The new positioning is aimed at enterprises, conglomerates and GCC’s seeking ‘game-changers to transform their businesses and accelerate the enterprise decision-making process. 


Optimal Media Solutions’ Reedisha Rathi joins Fickle Formula

Content studio Fickle Formula has brought in Reedisha Rathi as business head. Rathi’s last stint was with Times Group’s Optimal Media Solutions, where she was the west head – IPR Sales. Her experience spans digital, branded content, intellectual properties, television, print and exhibitions. In her previous stints, Rathi has also worked with Dainik Bhaskar, Times News Network, the Zee Group, and NDTV.

Navneet Education assigns digital duties to Ants 
Navneet Education has appointed Ants Digital to handle its digital mandate. The agency will be responsible for driving the digital marketing communications, strategic planning of the digital campaigns, and creative thinking for Youva - the domestic stationery brand.
Piramal Pharma gets Kajal Aggarwal as brand ambassador
Piramal Pharma's Consumer Products Division has announced its association with actor Kajal Aggarwal for Lacto Calamine - its flagship skin care brand. Aggarwal has been appointed brand ambassador of Lacto Calamine which has a range of skin care products that include oil control lotions, sunscreen, facewash and facial wipes. 
Boman Irani for Hathway
GTPL Hathway, a digital cable TV and broadband service provider, has announced the appointment of actor Boman Irani as its first-ever brand ambassador. The company is launching an advertising campaign featuring Irani with a tagline ‘Connection Dil Se’.
Caypro appoints The Marcom Avenue 
The Marcom Avenue  has won the public relations mandate of Caypro (earlier known as TalentNow), a SaaS-based ATS product built to fasten the hiring process. Caypro offers a platform that enables recruiters to source and track candidates efficiently. The mandate includes the agency to work on the brand’s corporate reputation and awareness, increase its visibility, design media strategy, and work on overall public relations and media relations. The account will be handled by The Marcom Avenue’s Gurugram office. 
The Works wins Bioderma 
NAOS SkinCare India has awarded the digital mandate for Bioderma India to The Works. The agency won the account following a multi-agency pitch. The mandate includes digital campaign planning, social media management, and creative communication for the brand across all digital platforms. 


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