Moves and wins roundup: Week of 10 Feb

Essencemediacom wins GCPL media mandate in India

Essencemediacom has been awarded the media mandate for FMCG major, Godrej Consumer Products Ltd (GCPL). The Mumbai-based agency will take charge of GCPL’s media strategy, planning, buying and implementation across both traditional and digital platforms. This strategic partnership follows an intensive four-month pitch process, with Essencemediacom set to assume responsibilities from Madison World starting in April 2025.

Harshdeep Chhabra, Head – Global Media at GCPL, emphasised that the new mandate aligns with the company’s growth vision and expansion into innovative product categories. He acknowledged the significant contributions of Madison World over the past 20 years and expressed confidence that Essencemediacom’s expertise will help drive a bigger impact.

Navin Khemka, CEO of Essencemediacom South Asia, highlighted the agency’s commitment to delivering best-in-class media solutions through cutting-edge technology and innovative approaches, ensuring GCPL remains at the forefront of media transformation.

Django Digital appoints Natasha Bhatia as CBO

Mumbai-based digital marketing agency Django Digital has appointed Natasha Bhatia as its chief business officer (CBO). The move comes as the agency prepares to rebrand and expand its services. Bhatia comes with experience in business development, influencer marketing, and PR. She will play a key role in Django's growth strategy, focusing on revenue generation and market expansion.

She previously held a senior role at OML Entertainment, where she managed client relationships in the European market. Django, founded in 2019, has grown to over 65 employees and has worked with over 120 brands across multiple industries. The agency will unveil a new identity, logo, and website in February 2025 and move to a new office space.

Lenskart acquires Delhi franchise for GEPL Season - 2

Lenskart, co-founded by Peyush Bansal, has acquired the Delhi franchise for the second season of the Global e-Cricket Premier League (GEPL). GEPL is the world’s largest e-cricket league and is played on the popular mobile game, Real Cricket.

Lenskart aims to engage gamers with performance eyewear tailored for extended gaming sessions. The season will include a new team format and is set to conclude in March 2025. The partnership seeks to broaden GEPL’s appeal, creating new opportunities for players and fans.

Banijay Asia partners with All3Media

Banijay Asia has partnered with All3Media International to bring the reality competition show Rise & Fall to India, which is available on Amazon MX Player. Based on the UK’s Rise and Fall format, this show pits 16 contestants against each other in a high-stakes battle for power.

Contestants are divided into two classes: 'Rulers' start with privileges, and 'Workers' strive to outsmart them. Over six weeks, contestants navigate power dynamics and gameplay, aiming to rise through the ranks or protect their positions.

Hosted by Ashneer Grover, the Indian version promises to explore social hierarchies and strategic decisions. Banijay Asia’s local adaptation aims to captivate Indian audiences with this unique social experiment. The series will be added to Amazon MX Player's programming.

HRX joins Juhu Half Marathon for collaborative event 

HRX has partnered with the Juhu Half Marathon to create the HRX Juhu Half Marathon, combining the brand’s focus on fitness with the event’s local heritage. Scheduled for February 16, 2025, the event will feature multiple race categories, offering runners of all levels a scenic route along Juhu beach.

HRX aims to enhance the overall running experience, providing race-day facilities, merchandise, and a community atmosphere. The partnership aims to elevate the running culture in India while offering athletes and enthusiasts a memorable experience.

AdGlobal360 appoints Karan Narang as managing partner

AdGlobal360 (AGL), a MarTech solution provider, has appointed Karan Narang as managing partner. Narang brings 16 years of experience in digital marketing and global project management. Along with his new role, AGL launched Glocal360, an AI-powered platform designed to enhance hyperlocal marketing.

The new solution integrates AI, automation, and data analytics to support businesses in increasing local visibility and improving customer engagement. AGL aims to streamline enterprise campaigns, ensuring efficiency and consistency across multiple regions. Glocal360 is set to assist businesses in driving higher conversions by offering real-time performance tracking.

SIX5SIX partners with Kolkata Knight Riders

The sportswear brand SIX5SIX has signed as the official kitting partner for Kolkata Knight Riders (KKR) for IPL 2025. The collaboration will produce exclusive merchandise. The range will include jerseys, travel gear, and fan collections.

Fans can purchase the merchandise online and at select retailers across the country. This partnership aims to strengthen the bond between KKR and its fanbase by delivering affordable yet exclusive merchandise that celebrates the team’s history and spirit.

Tilt Brand Solutions appoints Kushager Tuli as creative president

Tilt Brand Solutions has appointed Kushager Tuli as president of creative. Tuli previously served as executive creative director at Leo Burnett. Bringing over 18 years of advertising experience, Tuli has leadership experience in building integrated teams and a track record of winning national and international accolades.

His career span covers tenures at agencies such as Ogilvy, McCann, and JWT, where he led teams on top brands, including Coca-Cola, Nescafe, BMW, and Pepsi. Tuli will report to Adarsh Atal, the group chief creative officer at Tilt. Based in Mumbai, Tilt specialises in branding and communications consulting.

Chanda Kochhar launches new podcast series

Chanda Kochhar is launching a YouTube podcast series, ‘Journey Unscripted with Chanda Kochhar’, starting 13th February 2025. The series will feature conversations with trailblazers from various fields, focusing on pivotal moments that shaped their careers.

The show aims to inspire viewers by sharing stories of perseverance, unconventional decisions, and bold ambitions. Produced by The Salt Inc., the series promises to offer candid insights into the lives of successful individuals, providing a platform for viewers to connect with real-life experiences.

LicenseWorks ties up with The Met for brand licensing

LicenseWorks has signed a partnership deal with The Metropolitan Museum of Art (The Met) to bring the museum’s brand licensing programme to India. The collaboration will introduce a range of art-inspired products, including apparel, home décor, and luxury items, to Indian consumers.

This partnership aims to make The Met’s vast collection accessible in the Indian market, where there is a growing demand for high-quality, culturally rich lifestyle products. The Met’s collection, spanning over 5,000 years of art, will serve as the inspiration for these product lines.

Netcore Cloud appoints Nishant Arora as SVP

Netcore Cloud has appointed Nishant Arora as senior vice president of marketing. Arora brings nearly 20 years of experience in the SaaS industry, having previously worked at Sprinklr, Freshworks, and IBM. He will lead the company’s marketing strategy, focusing on driving growth and enhancing brand presence globally.

Netcore Cloud is known for its AI-powered customer engagement solutions and serves over 6,500 clients across multiple industries. Arora’s expertise in product marketing and growth strategies is expected to help accelerate Netcore Cloud’s expansion in the competitive MarTech sector.

Hoopr teams up with Budding Influencers for copyright-safe music

Hoopr has partnered with Budding Influencers to address copyright issues in digital content creation. The collaboration provides Budding Influencers’ network with access to Hoopr’s library of copyright-safe music, aiming to help creators avoid legal challenges.

A study revealed that a significant number of Indian influencers use music without proper licensing, which can lead to penalties. The partnership includes educational resources to raise awareness about copyright compliance while offering creators access to legally compliant music for their content.

Digidarts secures digital mandate for Dabur

Performance marketing agency Digidarts has been awarded the digital mandate for Dabur, one of India’s leading FMCG companies. Digidarts will work on digital campaigns that aim to boost Dabur’s visibility across various platforms.

The partnership will leverage Dabur’s strong legacy in Ayurveda while combining modern digital marketing strategies to reach a younger, digitally-connected audience. This collaboration reflects the growing importance of digital marketing in the FMCG sector, particularly in a market undergoing rapid urbanisation and digital transformation.

DNEG unveils brand refresh with DesignStudio

Visual effects and animation company DNEG has introduced a refreshed brand identity in collaboration with DesignStudio. The rebrand aims to reinforce DNEG’s industry leadership while reflecting its expanding range of services, which now include real-time virtual production and immersive experiences.

As part of the refresh, the brand’s new tagline, ‘Start With Impossible,’ encapsulates its approach to pushing creative and technological boundaries. The updated identity incorporates motion at every level, from its graphics and typography to a Vision animation that represents the transformation of ideas into high-end visual effects. The animation features abstract light streaks converging into finalised DNEG creations, symbolising the company’s creative process.

The DNEG logo has undergone a subtle redesign while maintaining brand recognition. A flexible typography system now allows for scalable impact across various media, with the custom DNEG Script typeface developed in collaboration with Lift Type. The refined colour palette serves as a neutral backdrop, with secondary tones drawn directly from project visuals.

The brand update extends across digital and physical touchpoints, including out-of-home advertising, social media, apparel, and a redesigned website aimed at engaging industry talent and showcasing DNEG’s work.

Ogilvy appoints new creative heads in Gurugram

Ogilvy has promoted Sujoy Roy and Nitin Srivastava to chief creative officers for its Gurugram office. The announcement reflects the agency’s commitment to internal leadership development and creative excellence.

Roy has been with Ogilvy for two decades, working across its Mumbai, Kolkata, and Colombo offices. He played a key role in establishing the Ogilvy Design Cell and has contributed to campaigns for brands such as Coca-Cola, Nestlé, Unilever, and Asian Paints. His work has been recognised at Cannes, Clio, and One Show, among other industry awards.

Srivastava, an alumnus of the Delhi College of Art and Central Saint Martins, London, has over 25 years of experience in advertising. He has led creative work for Coca-Cola, Absolut, Chivas, Jameson, and Incredible India. He has received more than 100 awards, including Cannes Lions and D&AD, and has served as a juror at international competitions.

PR Professionals expands into Telangana

PR Professionals (PRP) has secured two new clients in Telangana, strengthening its presence in the region. The integrated communications agency has partnered with MIC Electronics Limited and Stonecraft Group.

MIC Electronics, based in Hyderabad, specialises in LED displays, railways, power electronics, and medical electronics. With over three decades of experience, the company has worked on public infrastructure and smart city initiatives. Stonecraft Group focuses on sustainable real estate and infrastructure development, promoting biophilic design in its projects.

The expansion follows PRP’s ongoing engagement with the Department of School Education, Andhra Pradesh, where it manages communication strategies for educational programmes. PRP, founded in 2011, operates 12 offices in India and six international locations, offering branding, public relations, and HR solutions through its subsidiary, Confianza Consulting.

Ashish Tandon joins Euler Motors for customer excellence

Euler Motors has appointed Ashish Tandon as Global head of customer excellence. With over 25 years of experience in the automobile sector, including leadership roles in internal combustion engine and electric vehicle segments, Tandon will focus on developing the company’s EV ecosystem.

At Euler Motors, Tandon will oversee EV technology integration to streamline customer experiences across all channels. His background includes an engineering degree and advanced certification in EV technology from IIT Delhi. Before joining Euler Motors, he held roles at Tata Motors, TAFE, and Mahindra & Mahindra.

IndoBevs expands leadership team

IndoBevs has appointed key executives to strengthen its marketing and growth initiatives. Anupam Gurani joins as chief marketing officer, while Siddharth Tripathi and Manu Madan take on roles as assistant vice presidents of marketing. Moumita Majumdar has been appointed general manager of PR and Communications.

The company is focusing on brand-building and consumer engagement as it expands its presence in the beverage industry. Gurani, an IIM Bengaluru graduate, brings experience from RB, Google, Disney+ Hotstar, and LEAD Group. Tripathi, formerly with Pidilite, specialises in consumer insights and digital marketing. Madan, with experience at Unilever UK and Pernod Ricard India, has worked across hospitality and consumer goods sectors. Majumdar, a former communications lead at Urban Company and 82°E, has managed PR for brands including Netflix and Levi’s.

IndoBevs, known for products such as BroCode and Bonga Bonga, aims to leverage its new leadership team to expand its market footprint and drive product innovation.

FCB Group India appoints Aanandita Banerjee to lead production

FCB Group India has named Aanandita Banerjee as head of production at 456 Studios, its dedicated production unit. The appointment comes as FCB Group India strengthens its production investments across television and digital platforms.

Banerjee has led large-scale creative projects for brands such as Mondelez, Spotify, Reckitt, ITC, and Mercedes-Benz. She has won awards including Cannes Lions and One Show and specialises in full-funnel content solutions. Her leadership at 456 Studios is expected to enhance FCB’s creative output and business impact.

The appointment follows a year of growth for FCB Group India, which recorded a 15-20% revenue increase and secured $8 million in new business. 456 Studios has been instrumental in FCB’s award-winning global campaigns, including the Chatpat initiative for SOS Children’s Villages.

RR Kabel partners with Kolkata Knight Riders for IPL 2025

RR Kabel has signed a multi-year agreement as a principal partner of Kolkata Knight Riders (KKR) for the upcoming IPL season. This marks the company’s second collaboration with the team, following an earlier partnership in 2021.

As part of the agreement, RR Kabel’s branding will appear on the right chest of KKR’s team kits. The partnership aims to boost RR Kabel’s brand presence, particularly in Eastern India, leveraging IPL’s extensive viewership.

A47.in ties up with Maddock for Chhaava merchandise

A47.in has partnered with Maddock Films to launch exclusive merchandise for the upcoming film 'Chhaava', a historical epic about the Maratha warrior Chhatrapati Sambhaji Maharaj. The collection includes sweatshirts, t-shirts, and hoodies, featuring designs inspired by the film’s narrative.

Priced at INR 699 onwards, A47.in intends to make the merchandise accessible to a wide audience. The collection aims to bring fans closer to the film’s historical and heroic themes. ‘Chhaava,’ starring Vicky Kaushal and Rashmika Mandanna, is one of the most awaited films of the year.

Ace Turtle hires Rasul Bailay as chief communications officer

Ace Turtle, a tech-driven retail company in India, has appointed Rasul Bailay as chief communications officer. Rasul, a veteran business journalist, brings over 26 years of experience, particularly in retail and consumer sectors. He has previously worked for The Wall Street Journal, Mint, and other prominent publications.

At Ace Turtle, he will oversee the company’s corporate communications and strategic projects. His appointment aligns with Ace Turtle’s goal of expanding its brand presence in India, where it holds exclusive licenses for global brands such as Lee, Wrangler, and Toys"R"Us.

Abrar Nakhuda joins Infectious Advertising as head of digital

Infectious Advertising has appointed Abrar Nakhuda as Head of Digital to lead its digital transformation efforts. Abrar, an experienced brand strategist, has previously worked with agencies such as Digit 9.0 and Culture Machine, handling global brands like NBA and Amazon.

In his role at Infectious Advertising, Nakhuda will focus on enhancing the digital presence of clients through agile marketing and innovative audience engagement. Abrar’s expertise in digital trends, AI integration, and content-driven strategies is expected to drive new digital initiatives for the agency.

CIFDAQ onboards Anuj Barasia as global CMO

CIFDAQ, an AI-powered blockchain solutions provider, has named Anuj Barasia as its new global chief marketing officer. With over 18 years of marketing experience, Anuj previously held leadership roles in gaming and fintech sectors, including positions at Twelvethman and Spartan Poker.

At CIFDAQ, he will be responsible for strengthening the brand and expanding its market presence. Anuj’s expertise in customer acquisition, gamification, and user engagement are expected to support CIFDAQ’s growth in the digital asset and financial ecosystems, positioning the company for global success.