Moves and wins roundup: Week of 05 May

Lowe Lintas wins Cofsils communications mandate

Lowe Lintas has been appointed as the brand and communications agency for Cofsils, a throat relief product under Cipla Health, following a competitive pitch. The agency will manage integrated brand communications for the entire Cofsils portfolio, which includes throat lozenges, cough drops, and cough syrup. The mandate includes brand strategy, creative development, digital storytelling, and healthcare professional communication. The objective is to position Cofsils as the preferred choice for consumers at the initial sign of throat discomfort. This development strengthens the ongoing partnership between Cipla Health and Lowe Lintas. The agency has become a preferred partner for Cipla Health’s health and wellness brands, having previously collaborated on various projects in the sector. Lowe Lintas, part of the MullenLowe Lintas Group, offers services including brand strategy, digital marketing, media planning, public relations, and content creation. With a presence in cities such as Mumbai, Bengaluru, Chennai, Kolkata, and Delhi NCR, the agency handles over 1,000 campaigns annually. Lowe Lintas has worked with clients including Hindustan Unilever, Axis Bank, Google, and Tanishq, Flipkart, and Swiggy.

Chaaipani to manage Rath Yatra branding

Chaaipani has been appointed the exclusive advertising and brand activation partner for the Jagannath Puri Rath Yatra 2025. The agency will lead branding, sponsorship, and experiential engagement for the event, which draws over 1.5 crore devotees annually. The 2025 Rath Yatra begins on June 27, with the traditional procession of the chariots of Lord Jagannath, Lord Balabhadra, and Devi Subhadra from the Jagannath Temple to the Gundicha Temple in Puri, Odisha. Chaaipani’s role includes designing brand experiences aligned with the event’s cultural significance and administrative guidelines. The partnership provides an opportunity for brands to engage audiences in tier-2 and tier-3 cities through on-ground activations and sponsorships. The agency’s scope covers end-to-end execution of brand partnerships that reflect the spiritual ethos of the event while delivering visibility for sponsors.

Flickfusion Media launches Chull OTT

Flickfusion Media INC has launched Chull OTT, a new streaming platform in India to offer regional and global content with a focus on bold, unconventional storytelling. Chull OTT derives its name from a colloquial Hindi term meaning restlessness or drive. The platform will host uncensored original content in Hindi, Tamil, Telugu, Kannada, and Bangla. It will feature AI-powered recommendations and is optimised for low-bandwidth performance catering to tier-2 and tier-3 cities. India’s OTT market is projected to exceed $13 billion by 2030. Chull OTT aims to address a demand for stories often overlooked by mainstream platforms. The OTT will offer subscriptions competitively priced at INR 79 weekly, INR 149 monthly, INR 329 quarterly, and INR 579 annually. Chull OTT plans to collaborate with regional creators and production houses, while maintaining cultural sensitivity and data privacy. The platform’s user interface is designed for easy navigation and accessibility.

Dentsu India names John Thangaraj as chief strategy officer for creative and media

Dentsu India has appointed John Thangaraj as chief strategy officer for creative and media. Before joining Dentsu India, Thangaraj worked with Havas India as its chief strategy officer. Thangaraj has over two decades of experience as a multi-functional marketing communications strategist across consumer research, marketing, advertising, and media. He has worked with organisations including FCB Group India, Mindshare, MullenLowe Lintas Group, Rediffusion Y&R, Adidas, and Quantum Consumer Solutions. Thangaraj made this announcement via a LinkedIn post.

Burson wins PR lead bid for 2036 Amdavad Olympics

Burson has been selected as the agency of record for Amdavad's official bid to host the 2036 Olympic and Paralympic Games. The appointment was made by the Gujarat Sports Infrastructure Development Company (GSID), which is spearheading the effort to position Amdavad as a viable host city for the global sporting event. The firm will be responsible for strategic consulting, development of the bid’s brand, and creation of its competitive narrative. In addition, Burson will lead the international and domestic media relations campaign to raise awareness and garner support for the bid. GSID aims to highlight India’s growing capabilities in sports infrastructure, drawing on Burson’s previous experience working with Olympic bodies and international sports organisations. The campaign will focus on building public support across the country and conveying India’s aspirations on the global sporting stage. Burson’s role will also involve stakeholder engagement and strategic storytelling tailored to the Olympic selection process. The bid is part of a broader initiative to position Amdavad as a world-class venue, aligning with India’s ambition to host its first Olympic Games.

Centrick wins International Design Award for Vespa

Centrick Marketing Solutions LLP has won the Gold award at the 2025 A' Design Award in Como, Italy, for its work titled ‘A Monumental Hello’ created for Vespa (India). The design reinterprets city landmarks through Vespa’s colour palette, blending Italian design with Indian architecture. The project marks Centrick’s recognition in international design circles, following previous awards for work with Kirloskar Vasundhara, Lifelong, and an AI-driven career tool. The current project focused on bridging cultural and visual elements to strengthen Vespa’s identity in the Indian market. By using a blend of illustration and typography, 'A Monumental Hello' was aimed at establishing Vespa as more than a transport brand, turning it into a cultural icon in India. The visual approach tied together Vespa’s heritage and its local relevance across Indian cities. The award, which has recognised global design excellence since 2008, is seen as a benchmark in the fields of graphics and branding.

Chai Kreative wins marketing mandate for Shree Ram Lala book

Chai Kreative has been assigned global branding, advertising, and sales rights for 'Shree Ram Lala – Man Sey Mandir Tak,’ a granth (tome) that documents the 500-year movement to free Ram Janmabhoomi from unauthorised encroachment. The work is authored by Kumar Sushant and published by the Ramayan Research Council. The book’s release is scheduled around Diwali 2025, following a global branding campaign lasting five months. Chai Kreative will manage digital adaptation, film production, and social media outreach to market the book. The outreach strategy includes a network of agents and sub-agents to distribute the book among libraries, schools, temples, and universities. Legal, strategic, and sales support is being provided by Arkaj Kumar. Intellectual property rights are held by Kumar Sushant, while Kewal Kapoor controls creative assets. The launch timeline is being overseen by the Ramayan Research Council Trust. The branding campaign will use multilingual and digital tools to make the Granth accessible to youth and global audiences.

Odyssey launches secure digital messaging tools

Odyssey Technologies has released two new software products, xorkeesign Mail and xorkeesign Spot, aimed to enhance security in digital communication. The products are designed to address growing concerns around identity fraud, phishing, and message tampering. xorkeesign Mail is an extension for browsers and email clients that allows users to digitally sign their emails, enabling recipients to verify the sender's identity. A green verification strip confirms authenticity. The service is free for recipients, while senders pay a subscription fee. Organisations can issue digital signatures to employees without requiring individual certificates. xorkeesign Spot is a mobile application extending similar verification to SMS and other messages. The app allows users to check the origin of a message by opening it through the app. It also offers identity proofing during calls or in-person meetings using secure cryptographic methods. The app is available on both Google Play and Apple Store. Odyssey has updated its AltaSigna Enterprise software to incorporate these features, enabling businesses to send digitally signed emails and SMS at scale without altering existing IT infrastructure. The company’s xorkee framework supports plug-and-play DSC token use, mobile security, and government-to-citizen services.

SoCheers appoints Rajni Daswani as chief growth officer for people and business

SoCheers has appointed Rajni Daswani as chief growth officer for people and business. Daswani, who joined SoCheers in 2014, has held several leadership roles during her tenure. She began in the brand experience team and later led it, contributing to various strategic functions. Over the past three years, she served as director – digital marketing, where she was involved in operations across new business development, strategy and planning, and employee engagement under the HR function. In her new role, Daswani will work with the co-founders to lead initiatives aimed at ensuring sustainable growth. This includes focusing on client relationships, internal culture, and operational efficiency.

AdCounty Media, The Automobile Group forge adtech alliance

AdCounty Media has partnered with The Automobile Group to deliver performance-driven digital marketing solutions tailored to the requirements of the automotive sector in the Southeast Asian and Middle Eastern markets. The collaboration combines AdCounty’s programmatic technology and media optimisation capabilities with The Automobile Group’s automotive sector focus and regional market intelligence. AdCounty Media offers a proprietary demand-side platform (DSP), contextual targeting tools, and real-time performance tracking to optimise campaign outcomes across digital channels. The Automobile Group, with its AI-assisted performance network, brings deep vertical expertise in automotive buyer behaviour and content strategies aligned with evolving consumer journeys. Together, the firms aim to address the growing digital ad spend in the automotive industry—estimated to exceed $1 billion in Southeast Asia and $600–700 million in the Middle East—by offering localised, data-led media strategies. The partnership is expected to enable brands to deploy platform-specific campaigns, such as EV-focused content on TikTok or test drive promotions via YouTube, with precision targeting and performance attribution at scale. The alliance enhances both entities’ ability to deliver measurable results across high-growth markets, aligning automotive marketing with regional consumption patterns and digital acceleration.

Miniklub awards performance marketing mandate to Team Pumpkin

Miniklub has awarded its performance marketing mandate to Team Pumpkin, a digital marketing agency. Under the terms of the deal, Team Pumpkin will oversee Miniklub’s digital growth strategy through data-led performance campaigns aimed at optimising customer acquisition and engagement. The scope also includes managing paid media, campaign execution, and conversion rate optimisation. The focus will be on increasing revenue through Miniklub’s e-commerce platform and expanding its online presence. Founded in 2013, Miniklub offers children-targeted products—for newborns to eight years old—including clothing, toys, footwear, travel gear, and baby care. Team Pumpkin, established in 2012, provides digital services including performance marketing, social media management, influencer marketing, and content strategy. The agency serves clients across industries and its portfolio includes brands like Axis Bank, ITC, Mamaearth, and Swiggy.

Final Post launches women-led VFX initiative

Final Post has launched Pink VFX, a women-led initiative aimed at increasing female participation in the visual effects (VFX) industry. Despite more women pursuing careers in VFX, they make up less than 20% of the workforce and only 4% of senior roles. Pink VFX aims to address this gap by providing mentorship, inclusive policies, and leadership pathways. The initiative targets multiple areas within the VFX pipeline including compositing, matchmove, quality control, production, and creative supervision. Final Post, based in London, is known for providing post-production management and VFX services to global film projects, including blockbusters and television series. Pink VFX is currently recruiting female freelancers in the UK and plans to expand opportunities to India. The unit is positioned as the world’s first women-led VFX outlet, offering an inclusive environment that encourages collaboration and creativity. The initiative acknowledges the structural challenges women face in the VFX industry, such as limited access to career support and flexible workplace policies. Pink VFX seeks to build a support system that fosters long-term careers for women in a traditionally male-dominated field.

Koyal.Ai partners with Offbeet Media Group

GenAI platform Koyal.Ai has entered into a partnership with Offbeet Media Group to scale its services across creators, artists, and media companies. The announcement was made at the inaugural World Audio Visual and Entertainment Summit (WAVES) 2025 in Mumbai. Koyal.Ai transforms audio tracks into video narratives using its proprietary CHARCHA engine. This engine, presented at NeurIPS 2024, generates context-aware, artist-specific outputs. It also includes a consent-based system to prevent unauthorised deepfake use by requiring physical actions for verification. Offbeet Media Group, which owns 101India.com, United States Premier League, Offbeet Studios, and Offbeet Music, will integrate Koyal.Ai into its existing content offerings. The group has offices in Delhi, Mumbai, Bengaluru, Dubai, and New York, and works across music anthems, short films, web series, documentaries, and brand campaigns. The partnership aims to create use cases for Koyal’s services in the B2B segment before a wider B2C launch. A series on 101India and a campaign for the United States Premier League are in the pipeline. Teams across multiple regions will work to onboard artists, production houses, and brands. Koyal.Ai, founded by MIT and Carnegie Mellon alumni with prior research experience at Meta, aims to reduce production time and costs while expanding creative possibilities.

DishTV launches FLIQS OTT segment within Watcho app

Dish TV India has launched FLIQS, a new content segment within its Watch app. The offering aims to give professional content creators direct access to monetisation while enabling consumers to access curated digital content at low entry costs. The launch follows the Content India 2025 Summit and was unveiled at WAVES 2025. FLIQS provides content creators with a platform to showcase their work and retain ownership, functioning as a self-contained OTT environment. Priced from INR 9 per title, alongside free snackable content, FLIQS offers exclusive digital content across regional and international languages, including web series, short videos, and films. The platform uses AI-powered recommendations and supports multi-screen use, aiming to provide a personalised user experience. The offering is part of Watcho's strategy to expand its digital footprint by integrating more international and regional titles. Dish TV plans to scale FLIQS further, adding diverse content such as classic films and dubbed titles not currently available on other platforms.

DropTop Royale names Rahim Musani as co-founder

DropTop Royale has appointed Rahim Musani as co-founder. The creative agency, known for its focus on celebrity and film marketing, aims to enhance its strategic and operational capabilities through the appointment. Founded five years ago, the agency serves high-profile clients across the entertainment industry. Its recent launch of DropTop Royale Studios, a video production vertical, marks a strategic expansion into premium content creation. Musani brings nearly ten years of experience in digital marketing, content strategy, and client relations. His most recent role was at Versis Entertainment as Partnership Manager, where he worked on content-driven brand associations.

Dentsu Creative Isobar names Sushant Barua as national creative director for art

Dentsu Creative Isobar has appointed Sushant Barua as the national creative director for art. In his new role, Barua will oversee the agency’s art and visual design function across its client portfolio, reporting to president Sahil Shah and collaborating with chief creative officer Abhijat Bharadwaj. Barua will lead efforts to redefine the agency’s design language and enhance its visual output. He is tasked with elevating creative standards, advancing design innovation, and mentoring the agency’s design talent. His appointment is positioned to strengthen Dentsu Creative Isobar’s creative leadership and reinforce its focus on delivering integrated, customer-centric work across digital platforms. Barua brings over 20 years of experience in creative design, having worked on numerous campaigns recognised at international and national award shows including Cannes Lions, Clio Awards, Spikes Asia, Abby Awards, and Effie India. His previous roles at major Indian agencies have involved leading multidisciplinary creative teams and delivering campaigns across media formats.

Navjot Sidhu awards PR and media management mandate to Artkonnect

Navjot Singh Sidhu has awarded Artkonnect the exclusive PR and media management mandate to Artkonnect, a professional services management firm. Under the terms of the deal, Artkonnect will manage Sidhu’s brand collaborations, speaking engagements, and digital sponsorships. The firm has also launched a YouTube channel, ‘Navjot Sidhu Official’, to host unfiltered content about Sidhu’s lifestyle, cricket career, and comedy projects. Initial uploads will cover his fitness routines, styling choices, and reflections on personal development. Artkonnect will oversee Sidhu’s commercial partnerships and amplify his social initiatives through digital formats. The company has outlined a content roadmap that includes long-form interviews, lifestyle vlogs, and interactive Q&A segments, aiming to position Sidhu as a motivator and public thinker.

Yellow announces five leadership promotions

Mumbai-based creative agency Yellow has promoted five senior staff across its strategy, design, motion and 3D units to lead its next growth phase. Terence Ferreira has been appointed as lead strategist, responsible for developing brand frameworks and long-term narratives. Aditi Boggaram and Nikita Roy have been elevated to associate creative directors – design, to oversee identity launches and narrative-driven brand work. Two additional promotions in motion and 3D will see leaders scale content innovation and immersive experiences. Ferreira’s new role will involve providing strategic direction, while Boggaram and Roy will drive visual languages across client portfolios. The two other appointees will expand Yellow’s capabilities in animation and 3D design to meet the growing demand for digital brand experiences. Founded by Shrey Doshi, Yellow employs over 90 specialists in creative strategy, design, editing and technology. The agency has positioned itself at the intersection of culture and storytelling, partnering with brands to launch campaigns and identity systems that aim to influence markets and conversations. These promotions mark a strategic investment in leadership depth ahead of Yellow’s next decade of expansion.

Axiscades appoints Ravikumar Joghee as CSMO

Axiscades Technologies has named Ravikumar Joghee as chief strategy and marketing officer (CSMO). Joghee will oversee corporate strategy, marketing and talent acquisition, and serve as president – USA, strengthening the company’s North American operations. Axiscades has expanded from prototype development to batch production in defence, aerospace, electronics, and semiconductors. Joghee, with over 30 years’ experience at Axiscades, Wipro, Sandvik, and Numentica Technologies, returns after serving as vice president in 2010. His earlier projects included strategic programmes for Airbus and Bombardier and establishing design centres in India and Europe. He is expected to drive high margin growth, AI-led go-to-market strategies and brand repositioning to support multi-billion-dollar advanced manufacturing opportunities.

Kraftshala launches sales marketing PGP

Kraftshala has launched a postgraduate programme in sales, marketing and business leadership to prepare graduates for revenue-driving roles. The seven-month online course features seven real-world projects across street selling, territory management, B2B pipeline creation, ad optimisation, landing page design and branded content. The curriculum covers business fundamentals, core sales and persuasion, B2B sales, category management, e-commerce, content and performance marketing. With modules co-developed with industry experts, learners will engage in live coaching while executing client projects in FMCG, D2C and B2B verticals. The programme targets freshers and professionals seeking career shifts into high-impact business roles. The pilot batches yielded an average placement CTC of INR 10.3 lakhs, peaking at INR 17.5 lakhs, delivering a 4–5× ROI compared with typical MBA outcomes. Recruiters included Nestlé, Piramal, BrowserStack, Tranzact and IPV Ventures. Founded in 2016, Kraftshala has placed over 2,000 learners and is backed by investors from Nestlé, RedBus and Nobroker.com.

Edelman names India CEO, APAC digital head

Edelman has appointed Bhavna Jagtiani as CEO of its India operations and Kunal Arora as head of Digital for the Asia-Pacific region. The changes are effective immediately. Both will report to Edelman APAC CEO Rakesh Thukral. Jagtiani, who previously served as chief operating officer for India, has been with Edelman for 22 years. She began as an account executive and later led integrated teams across India and in Hong Kong. As COO, she worked on improving operational efficiency, organisational culture, and client engagement. In her new role, she will oversee strategy, client relationships, and delivery of the firm’s services in India. Arora, who was managing director - digital for India and APAC Studio lead, will now head Edelman’s digital business across the region. He will lead regional operations including APAC Studio, focusing on strengthening team capabilities and embedding digital services across all offerings. Arora has developed global services in digital crisis management, reputation and social media, and has led the APAC expansion of the firm’s AI-enabled production capabilities. Edelman is a global communications firm with more than 60 offices and 6,000 employees. It owns Edelman Data x Intelligence, Edelman Smithfield, and UEG.

Global Pay by WSFx names Kuldeep Pawar as CMO and D2C business head

Global Pay by WSFx has appointed Kuldeep Pawar as chief marketing officer and head of direct‑to‑consumer business, effective immediately. Pawar will also continue as strategic advisor for brand and public relations at Spice Money, overseeing its communications and brand strategy. Pawar will lead D2C growth at Global Pay as the company expands from its B2B foundation into the consumer market. The role will focus on foreign exchange, forex card offerings and cross‑border payment services for leisure travellers and student migrants. The company aims to tap rising global mobility by offering seamless onboarding, competitive exchange rates, travel rewards and lifestyle‑linked benefits. He will be responsible for brand strategy, external communications and alliances with regulators, policymakers and ecosystem partners. Spice Money provides rural financial services through a network of 15 lakh Adhikaris and is regulated by the Reserve Bank of India. It offers Aadhaar‑enabled payment services, micro ATM access, current account savings and UPI transactions. WSFx Global Pay is a 30‑year‑old BSE‑listed company in foreign exchange, forex cards and cross‑border payments. Pawar has more than 18 years of experience in fintech, telecoms, software as a service and cybersecurity. Spice Connect is an Indian conglomerate with a 25‑year history in telecom and technology that now focuses on fintech through its entities Spice Money and WSFx Global Pay.

Western Railway to promote railway safety awareness with Chhota Bheem

Western Railway has partnered with the Chhota Bheem franchise to raise awareness of railway safety. The collaboration was formalised at WAVES 2025, held at the Jio World Centre, Mumbai, on 2 May.
Under the agreement, characters from the Chhota Bheem universe will be used across media formats including print, digital, television, radio, and physical installations such as posters and school programmes. The campaign will run for one year and aims to communicate messages on safety and responsible behaviour within railway premises, especially targeting children and families.
Western Railway will incorporate these characters in public service communications to create a broader impact and engagement. The initiative is designed to make railway safety education more accessible and relatable by using familiar and popular animated characters. The collaboration is part of Western Railway’s efforts to adopt non-conventional means for public outreach. It aligns with both organisations’ goals of promoting public welfare through creative initiatives. Chhota Bheem is a widely recognised children’s franchise developed by Green Gold Animation and has a significant following in India and abroad.

Prime Video, CJ ENM sign Korean content deal

Prime Video and South Korea’s CJ ENM have entered into a multi-year strategic collaboration to distribute Korean content globally, excluding Korea and China. The deal was announced at WAVES 2025 in Mumbai. Under the agreement, Prime Video will stream CJ ENM’s new and existing Korean content across more than 240 countries and territories. This includes new titles from CJ ENM, Studio Dragon, and CJ ENM STUDIOS, beginning with the fantasy romance series Head Over Heels in June 2025. The platform will also offer popular titles such as Her Private Life, Another Miss Oh, and Mouse. All content will be available with subtitles in 28 languages and dubbing in 11.
The collaboration aims to expand the reach of Korean content and builds on the global popularity of shows like Marry My Husband and No Gain, No Love, which were among the top non-English language titles on Prime Video in 2024. Prime members will be able to access the new content at no additional cost. The initiative supports Prime Video’s goal of becoming a leading hub for international content, with a strong focus on Asian storytelling. CJ ENM is marking its 30th anniversary in 2025 and operates several production and distribution units, including Studio Dragon and CJ ENM STUDIOS.

BPTP appoints Abhay Kumar as CMO

Delhi-NCR-based real estate company BPTP Limited has appointed Abhay Kumar as its new Chief Marketing Officer. Kumar, an Indian Institute of Management (IIM) Lucknow alumnus, brings experience from sectors including real estate, luxury retail, and fintech. His previous roles include leadership positions at Johnson & Johnson, DAMAC Properties, GE Capital, Hotstar, and Blue Tokai. He has led digital and marketing transformations focused on consumer engagement and brand strategy. At BPTP, Kumar will oversee marketing, brand positioning, digital outreach, and customer engagement. His appointment supports the company’s aim to embed a consumer-focused approach and drive growth in the competitive real estate market. Focusing on sustainability and meeting the modern needs of urban residential and commercial projects, BPTP has delivered over 24,500 homes.