Moves and wins roundup: Week of 14 April

Motivator wins Zepto performance marketing contract

Motivator, a GroupM agency, has secured the performance marketing media partnership for Zepto, an Indian quick commerce platform. The agency has been handling Zepto's account since 2021. The partnership will focus on implementing data-driven media strategies to strengthen Zepto's position in the quick commerce sector. Motivator plans to leverage programmatic advertising to optimise ad spend and enhance audience targeting through real-time bidding and AI-driven insights. Zepto, founded in 2021 by Aadit Palicha and Kaivalya Vohra, delivers products across more than 50 Indian cities. The company offers approximately 45,000 products including groceries, electronics, beauty essentials, apparel, and toys with a delivery time of 10 minutes. The firm also operates Zepto Café with a menu of over 200 items. Under the terms of the deal, Motivator will use technology-driven insights and consumer behaviour understanding to create scalable media strategies for Zepto. The agency's approach combines technology, consumer insights, and precision-led media strategies to drive business results.

Central Square Foundation partners with On Purpose

Central Square Foundation (CSF) has appointed On Purpose, a creative consultancy focused on social change, to lead its strategic communications efforts. This follows a competitive multi-agency pitch and aims to boost CSF’s initiatives to reform India’s education system. On Purpose will support CSF’s objectives in advancing foundational learning and numeracy (FLN), improving access to educational technology, promoting early childhood education, and enhancing school governance. The partnership seeks to drive systemic changes to improve learning outcomes across India. CSF has been instrumental in shaping education reforms, particularly through the NIPUN Bharat Mission, which focuses on enhancing FLN across 11 states. On Purpose will assist CSF in amplifying the importance of FLN and school governance reforms as urgent priorities for India’s education system. The collaboration marks the second time the two organisations have worked together.

Sanchari Chakrabarty rejoins 22feet Tribal WW as strategy head

Sanchari Chakrabarty has rejoined DDB Mudra Group as senior vice president and head of strategy at 22feet Tribal WW, the group’s digital agency. Her return follows a decade-long association with the agency earlier in her career. She brings experience from stints at Tilt Brand Solutions and Leo Burnett, where she handled strategic mandates across multiple industries. Chakrabarty’s portfolio includes work for brands such as Stayfree, Netflix, Instagram, Meta, Crunchyroll, Myntra, and Meesho. She is known for her involvement in ‘Project Free Period’, a campaign that won global recognition and awards at Cannes Lions and other industry events such as WARC, Effies India, D&AD Impact, and Spikes Asia. She has previously been part of DDB Worldwide's High-Performance League and the Phyllis Project, an initiative focused on advancing women in leadership. At 22feet Tribal WW, Chakrabarty is expected to lead strategic planning and support digital-first creative efforts for the agency’s clients.
DDB Mudra Group operates agencies including 22feet Tribal Worldwide, Mudramax, and Track, and has been recognised at global and regional award platforms for its work in brand building and social impact. The company continues to invest in talent and leadership as part of its focus on emotionally resonant creativity and business effectiveness.

Infinitum Network Solutions signs content deal with Rannvijay Singha

Infinitum Network Solutions has partnered with television personality Rannvijay Singha to develop original content for digital platforms. The collaboration includes launching Singha’s YouTube career and producing a slate of IPs targeted at youth audiences. Infinitum, a Hyderabad-based content network, plans to expand its global presence through creator partnerships and multi-platform IPs. The company already operates in markets across Europe and the Middle East. This partnership marks Infinitum’s latest step in its strategy to create original global properties that combine entertainment and brand engagement. Singha is expected to lead video-led initiatives appealing to audiences familiar with his past reality TV work. Infinitum offers end-to-end multimedia production, covering everything from scripting to post-production. Its content is distributed in over 160 countries and supports over 100 languages.

Bodhitree names Sudip Roy as group chief revenue officer

Bodhitree Multimedia has appointed Sudip Roy as group chief revenue officer and launched Bodhi Tree Ventures, a new division focused on IP-led digital content monetisation. The move is aimed at expanding the company’s digital footprint and building proprietary intellectual property across platforms such as YouTube. Roy brings more than 25 years of experience from roles at Star News, Zee, Neo Sports, Network18, and TCM. He will oversee the development of digital channels, management of owned IPs, and monetisation of third-party content. The new division will operate as a digital-first business unit within the company and serve as a revenue-generation engine beyond traditional content creation. Bodhi Tree Ventures will be led by Roy alongside managing director Mautik Tolia. The division is already operational, with multiple digital channels and IPs in development. It aims to transition Bodhitree from a content production company to a digital asset owner and operator.

Value 360 hires Naina Bhalla as EVP for growth and strategy

Value 360 Communications has appointed Naina Bhalla as executive vice president – growth and strategy to lead Western India operations and support national expansion ahead of its planned IPO. She brings over two decades of experience in communications roles at GCI Health, Weber Shandwick, Madison PR, and Burson. Bhalla will oversee growth strategy, cross-regional operations, and stakeholder-specific communication initiatives, anchored in analytics. She will also strengthen client engagement across high-priority sectors. Her background includes work for companies such as Pfizer, GSK, Merck, Marriott, PUMA, Colgate, HUL, and Swarovski. The appointment is part of Value 360’s broader effort to scale operations and leadership capabilities as it prepares for its public listing. The firm recently added clients including Kia Motors, Digi Yatra, Skoda, Aston Martin, ResMed, Tata Motors, and Pernod Ricard. Value 360 operates under V360 Group, which also includes creative unit Popkorn and influencer-tech platform ClanConnect. The group is focused on integrating communications, media, and marketing technology through its three verticals: reputation management, creative and media, and martech solutions. With Bhalla’s appointment, the firm aims to reinforce its position as a scalable, IPO-ready communications platform.

BankersKlub names Gaurav Kathuria as marketing head

Fintech platform BankersKlub has appointed Gaurav Kathuria as head of marketing and partnerships. In his new role, Kathuria will oversee brand strategy, partnership development, and marketing initiatives to support the platform’s expansion and customer engagement efforts. Kathuria brings over 20 years of experience from roles at The Times of India, HDFC Bank, ICICI Bank, Visa Inc, and Home Credit. He specialises in performance marketing, demand generation, and data-driven strategies. His mandate at BankersKlub includes driving awareness, forming strategic alliances, and supporting growth objectives through integrated marketing. BankersKlub connects former banking professionals with MSMEs, startups, and corporates to provide advisory services in debt, equity, restructuring, and compliance. The platform aims to redeploy skilled human capital and contribute to national economic growth. It plans further expansion in key South Indian metros and business hubs. Founded by Dr Rajat Chopra under Re-Attire India Pvt Ltd, BankersKlub is a digital aggregator in the financial advisory space.

Strategic Growth Advisors names Kevin Shah as MD

Kevin Shah has been appointed managing director of Strategic Growth Advisors (SGA), an integrated communications consultancy firm based in Mumbai. Shah was previously the executive director at the company. During his 13-year tenure at SGA, Shah has significantly transformed the firm from an investor relations advisory into a comprehensive communications consultancy. Under his leadership, SGA expanded its service portfolio to include Corporate Reporting, Public Relations, and Brand & Design divisions. Shah represents a new generation of leadership at SGA, fostering autonomy across different business units while maintaining a client-first approach. His leadership style emphasises empathy, purpose and performance. SGA, founded by Samir Shah, has been operating for 15 years and positions itself as one of India's fastest-growing integrated communications consultancy firms. The company works with clients across various sectors. In his new role, Kevin Shah will focus on strengthening existing capabilities while exploring new areas of integrated communications. He aims to nurture staff, deepen client partnerships and drive innovation across service offerings.

Mercedes-Benz India appoints Adfactors PR as communications partner

Mercedes-Benz India has appointed Adfactors PR as its new communications partner, effective April 1, 2025. The partnership was established after a multi-agency evaluation process. Adfactors PR will oversee the integrated communications programme for the luxury carmaker, including its product portfolio, corporate narrative, and corporate citizenship initiatives. Mercedes-Benz India has also made strides in enhancing its customer experience strategy. Positioning itself as India’s leading luxury automotive brand, Mercedes-Benz offers a range of locally manufactured vehicles, including the A-Class, C-Class, E-Class, and S-Class. The company also sells electric vehicles like the EQS 580 sedan and EQS SUV. Adfactors PR will support Mercedes-Benz India in strengthening its position as a leader in sustainable luxury mobility, aimed at the growing number of luxury consumers in India. The agency will work to amplify the brand’s values of engineering excellence and innovation, further aligning with the market's evolving luxury landscape.

McCann Worldgroup India restructures leadership team

McCann Worldgroup India has announced key leadership changes with Kamal Basu elevated to executive director and chief growth officer, and Jyoti Mahendru appointed as chief talent officer and national communication officer. Basu, who joined McCann in 2023, has led accounts for global brands such as Unilever and British Airways. His earlier roles include CEO of Saatchi & Saatchi India and senior positions at Rediffusion DY&R and Ogilvy. He also spent a decade leading marketing at Skoda and Volkswagen in India. Mahendru, an HR leader with over 25 years of experience, previously worked at VML India where she managed organisational integration during a major merger. She holds an MBA from IMT Ghaziabad and specialises in HR frameworks, culture management, talent development, and organisational transformation. McCann Worldgroup India is part of the global McCann network and offers integrated marketing and communication services across the country.

Rahul Sinha to anchor Zee News’ DNA

Zee News has appointed veteran journalist Rahul Sinha as the new anchor of its primetime news show DNA (Daily News & Analysis), aiming to reinforce the programme’s editorial depth and national focus. Sinha, with over 27 years in journalism, returns to DNA to lead the show with renewed direction. His role includes delivering in-depth analysis, contextual reporting, and editorial independence while aligning with Zee News' national focus. The network stated the revamped DNA will prioritise credibility, clarity, and accountability in its nightly broadcasts. The show will continue to examine the impact of national and international developments across policy, politics, and society. DNA airs nightly at 9 PM and is part of Zee News’ broader content strategy.

Bombay Design Centre rebrands as BombayDC

Bombay Design Centre has rebranded as BombayDC, marking a shift in focus to building digital products through integrated design, strategy, and engineering services. Founded in 2015, the company has evolved from a design-led studio into a firm that incorporates engineering, product strategy, behavioural science, and artificial intelligence. The rebrand reflects this shift and includes a new visual identity featuring Midnight Green. BombayDC will concentrate solely on digital product development, while its sister firm BRANDED will handle brand consulting. The company said the separation is aimed at improving focus and clarity for both internal teams and clients. The new identity was introduced as the company completed 10 years in business. Its revised positioning includes delivering end-to-end digital solutions and building scalable digital systems for enterprise and consumer use. BombayDC’s updated website and brand platform are now live.