Moves and wins roundup: Week of 19 May

Tamannaah Bhatia appointed as Mysore Sandal Soap's brand ambassador

The Karnataka government has appointed actress Tamannaah Bhatia as the brand ambassador for Karnataka Soaps and Detergents Limited (KSDL), which manufactures Mysore Sandal Soap. According to a government order, Bhatia's contract spans two years and two days, with a payment of INR 6.2 crores. The decision has faced criticism from some groups who question the choice of a non-Kannadiga celebrity for a product deeply associated with the state’s identity. Critics have raised concerns about local Kannada actresses being overlooked in favour of a Bollywood star. In response, state government defended the move, stating that it was a strategic decision aimed at expanding the brand’s reach beyond Karnataka and that the appointment was made after consulting marketing experts. The government aims to increase KSDL’s annual revenue to INR 5,000 crores by 2028.

Zydus Wellness unveils new brand identity

Zydus Wellness has unveiled a new corporate brand identity, marking a key step in its transformation. The refreshed identity underscores the company’s focus on blending scientific innovation with consumer care, aiming to position itself as a science-backed, people-first organisation. The new dual-tone branding features teal, symbolising trust and science, and purple, representing care and inclusivity. Zydus Wellness aims to increase its annual revenue to INR 5,000 crores by 2028. In FY-2025, it reported a 16.2% increase in net sales, reaching INR 2,691.20 crores, alongside a 30% rise in net profit to INR 341 crores.

Aman Sharma ventures into Indie music

Aman Sharma, known for his viral digital persona Khachra, has entered the independent music scene with his latest rap track, Khachra Gang. The song has garnered over five lakh views on YouTube in just eight days and has been trending on Instagram, with over 2,000 reels using the track. Sharma, who rose to fame with short comedy videos, has gradually shifted towards music in the past year, with his earlier single Khachre Hai Tabhi Toh Bachre Hai receiving over 1.2 crore views. He has 10 lakh Instagram following and 4.5 lakh YouTube subscribers.

Deepak Chaurasia joins Live Times as news director

Hindi news journalist Deepak Chaurasia has joined Live Times as director – news. With over three decades of experience in television journalism, Chaurasia is expected to play a key role in shaping its primetime coverage, special investigations, and multi-platform storytelling efforts at Live Times, a global multicast news hub. His journalistic background includes coverage of national crises, political developments, and major incidents such as the 26/11 Mumbai attacks and the CAA protests. Under his editorial direction, Live Times is expected to launch a new primetime show focusing on reporting, ground-level stories, and analyses. Chaurasia will report to Dilip Kumar Singh, the network's founder and editor-in-chief.

Pocket FM onboards Mukesh Khanna for Shaktimaan audio series

Pocket FM has partnered with actor Mukesh Khanna to launch an original audio series featuring Shaktimaan, one of India’s most iconic superheroes. The series brings back the character in a new format, leveraging audio storytelling to connect with a new generation of listeners. The initiative is part of Pocket FM’s broader strategy to expand its fiction catalogue across genres such as fantasy, mythology, and sci-fi. The platform, which hosts over 75,000 audio series, is focusing on high-quality, immersive storytelling to attract youth audiences. Khanna reprises his role through voice, offering fresh plots and a reimagined world for the character. The collaboration also reflects Pocket FM’s aim to modernise nostalgic content and position itself as a leader in audio-first entertainment.

Grey India appoints Kunal Solanki as SVP for west

Grey India has appointed Kunal Solanki as senior vice president for business – west. Solanki brings more than two decades of experience in brand strategy and account management, having worked with agencies such as Lintas, Ogilvy, Publicis, and McCann. He has handled clients across industries including healthcare, FMCG, automobiles, and education. With a background in commerce and advertising, Solanki is expected to support Grey India’s integrated marketing offerings in the western region. Part of the WPP group, Grey India’s prominent brand clients include Coca-Cola, Axis Bank, and Aditya Birla Group.

boAt partners with TWID for payment integration

boAt, owned by Imagine Marketing, has partnered with TWID’s to incorporate its ‘Pay with Rewards’ feature into its online shopping platform. This partnership allows customers to use loyalty points from various programmes directly during checkout on the boAt website. The integration supports purchases of products such as earbuds, wearables, and speakers without requiring users to exit the platform. The move is aimed at enhancing the customer experience by making shopping more convenient and inclusive. TWID, which turns reward points into a fungible currency, operates across more than one lakh Indian merchants. TWID is backed by investors such as Google and Rakuten Capital.

Banijay Asia partners with NODWIN Gaming

Banijay Asia has partnered with NODWIN Gaming to co-produce gaming and youth entertainment content in India. As part of the collaboration, Banijay Asia will lead production of ‘Playground’, NODWIN’s flagship gaming reality show. The duo plans to co-develop new intellectual properties and expand content into multiple languages and platforms. The partnership seeks to merge Banijay’s experience in content creation with NODWIN’s expertise in gaming and esports. NODWIN operates across global markets including South Asia, the Middle East, and Europe, and is backed by investors such as Nazara and Sony. Banijay Asia has produced scripted and non-scripted shows including ‘The Kapil Sharma Show’ and ‘Temptation Island’.

Kindlife allies with Tata CLiQ Palette

Kindlife has partnered with Tata CLiQ Palette to expand access to its portfolio of Korean beauty brands in India. Over 30 brands including COSRX, Frudia, and Skinfood are now available on the Tata CLiQ Palette platform. Kindlife has a community of over 25 lakh users. The collaboration will help Kindlife strengthen its omnichannel distribution and reach Gen Z consumers via online and offline channels. The platform will also introduce Japanese beauty brands in future phases. Tata CLiQ Palette is the beauty arm of Tata CLiQ and hosts more than 1,000 brands in skincare, haircare, and makeup. The partnership aims to offer consumers a discovery-led shopping experience that reflects evolving beauty consumption trends.

Practo appoints Shoumyan Biswas as global CSMO

Practo has appointed Shoumyan Biswas as global chief strategy and marketing officer (global CSMO). Biswas will oversee global expansion, category development, and customer engagement. His prior roles include senior positions at Tata Digital, Flipkart, and Rebel Foods. Practo operates in 22 countries and connects over five lakh healthcare providers with 40 crore patients. The platform facilitates services such as medical consultation, telemedicine, and diagnostics, and generates an annual business value of INR 3,000 crores. Biswas will work with the leadership team to shape long-term growth strategy and improve health outcomes through innovation and AI. Practo also operates the Practo Foundation, which provides access to medical services, including free surgeries.

La Pink partners The Earth Saviours Foundation

La Pink has marked its second anniversary by partnering with The Earth Saviours Foundation, an NGO supporting the elderly and differently abled. The company’s team celebrated the occasion by spending the day with 200 residents, sharing meals and conversations. This initiative reflects La Pink’s philosophy of aligning brand milestones with social responsibility. Known for its microplastic-free beauty formulations, La Pink continues to focus on clean, science-driven skincare rooted in natural ingredients.

BramhaCorp appoints Kareena Kapoor as brand ambassador for Sun Valley project

Kareena Kapoor has been announced as the brand ambassador for BramhaCorp’s newly launched premium residential project, Sun Valley, located in Bavdhan, Pune. The project offers a mix of 2, 3, 3.5, 4, and 4.5 BHK homes, with larger units featuring private plunge pools and walk-in dressers. Kapoor’s association with the development aligns with its positioning as an aspirational and modern lifestyle destination. Sun Valley consists of 26-storey towers spread across 11 acres with a built-up area of 2 million sq ft. Amenities include outdoor co-working spaces, a padel court, and landscaped surroundings aimed at offering a work-life balance in a connected urban setting. The development caters to the growing demand for upscale housing in Bavdhan, which is well-connected to Hinjewadi, Kothrud, the Mumbai–Pune Expressway, and central Pune. The project campaign is being handled by Scarecrow M&C Saatchi, with a focus on lifestyle-driven messaging. Sun Valley reflects BramhaCorp’s continued emphasis on premium real estate offerings backed by modern design and functionality. Established in 1982, BramhaCorp is known for hospitality and residential projects including Sheraton Grand Pune and F-Residences.

MyDesignation appoints ITW Playworx as communications partner

MyDesignation has appointed ITW Playworx as its strategic communications partner to enhance its brand presence across India. The D2C fashion and lifestyle brand aims to strengthen its messaging and engagement with youth through creative and insight-driven communications. Under the agreement, ITW Playworx will develop a comprehensive PR strategy, while ITW Universe will support with outdoor campaigns, sports marketing, and branding platforms. The initiative seeks to position MyDesignation as a fashion label rooted in identity and cultural relevance. Founded in 2020 and based in Thiruvananthapuram, MyDesignation targets youth with expressive, affordable fashion. ITW Playworx brings experience in branded entertainment, influencer marketing, and public relations, while ITW Universe supports broader brand development through strategic marketing solutions.

Adtomica to lead Tinder brand partnerships

Creative agency Adtomica has been appointed as the agency on record (AOR) for Tinder’s brand partnerships in India. The decision follows the success of the ‘Move On’ campaign, a collaboration with Blinkit that encouraged users to dispose of relationship mementoes while redeeming Tinder Plus vouchers. The campaign resulted in the distribution of 150,000 vouchers, supported by Blinkit’s Singles Mode. Adtomica also developed in-app assets and creative strategies to drive campaign engagement. Tinder, used widely by India’s Gen Z, seeks to create culturally relevant marketing with a focus on emotional expression and digital interaction. The partnership with Adtomica will continue to focus on co-branded campaigns that align with evolving user behaviour. Adtomica, headquartered in Singapore with operations in India, specialises in performance-based creative solutions for youth-oriented brands.

Cashify partners with Gaurav Kapoor for a comedy game show

Cashify has introduced a new comedy game show, ‘Lie Hard’, hosted by stand-up comedian Gaurav Kapoor. The eight-episode series blends storytelling with audience interaction, featuring top Indian comedians such as Anubhav Bassi, Harsh Gujral, Gaurav Gupta, Ravi Gupta, and Gurleen Pannu. Each episode includes multiple story rounds where comedians share one true story among several fictional ones. Fellow comedians and the audience attempt to identify the real account. A final ‘Cashify Round’ allows audience members to win cash by voting accurately. Streaming on Gaurav Kapoor’s YouTube channel, the series is designed to boost Cashify’s brand visibility and connect with digital-first audiences. The show supports Cashify’s broader mission of making tech ownership more accessible and sustainable. Cashify operates over 200 stores across India and partners with brands such as Apple, Xiaomi, and Samsung to facilitate pre-owned smartphone trade-ins.

PUMA partners with NEB Sports for Marathon sponsorships

PUMA India has entered into a multi-year partnership with the Mumbai Half Marathon and the Wipro Bengaluru Marathon as the official sportswear partner. The deal with organiser NEB Sports Entertainment is targeted at strengthening PUMA’s presence in India’s running community. The 8th edition of the Mumbai Half Marathon is scheduled for August 17, 2025, while the 12th Wipro Bengaluru Marathon will be held on September 21, 2025. PUMA’s involvement comes amid rapid growth in India’s running culture, where marathons now account for 23.5% of the sports events sector and the overall sports business saw 19% growth in 2024. Since October 2024, PUMA’s NITRO shoes have been worn by over 50% of elite podium finishers across five key Indian races, reflecting consumer trust in the brand’s performance offerings. The running business unit has been growing faster than PUMA’s overall India operations, signalling increased demand in this category, according to a company press release. PUMA’s investment in India’s running ecosystem also includes support for other major events such as the Vedanta Delhi Half Marathon, Ladakh Marathon, and Adani Marathon.

Sapphire Media acquires BIG 92.7 FM

Sapphire Media has completed the acquisition of BIG 92.7 FM, formerly owned by Reliance Broadcast Networks and under insolvency resolution since February 2023. The acquisition received all necessary regulatory approvals, including those from the Ministry of Information and Broadcasting, with Sapphire Media making full payments to creditors as per the approved resolution plan. BIG 92.7 FM operates 58 stations across India, reaching over 1,200 towns and 50,000 villages. It is estimated to connect with a listener base of 34 crores. The resolution plan was approved by both the NCLT Mumbai Bench and the National Company Law Appellate Tribunal, which dismissed objections from competing bidders including Radio Orange. Sapphire Media now assumes board and management control of the network. This move follows the launch of Sapphire’s Hindi news channel, India Daily 24x7. The company is led by entrepreneur Sahil Mangla and media professional Aditya Vashistha. With the integration of BIG FM, Sapphire Media aims to become a leading media conglomerate in the evolving content and broadcasting ecosystem.

Gargi partners with Blinkit for sub-1,000 jewellery delivery

Gargi by PN Gadgil & Sons has partnered with Blinkit to deliver its newly launched silver jewellery collection, beginning with Pune and Mumbai in May 2025. The range includes curated jewellery pieces priced below INR 1,000, aimed at fast gifting, festive wear, and impulse purchases. With the launch, Gargi aims to align itself with shifting consumer behaviour and digital retail trends. The collection’s availability on Blinkit allows the brand to provide last-minute gifting options and fashion solutions directly to consumer doorsteps in minutes. Meanwhile, the Zapurza Museum of Arts and Culture, an initiative by P N Gadgil & Sons, hosted its third edition of the Zapurza Arts Festival over two weekends in May 2025. The festival featured theatre, dance performances, and interactive workshops in calligraphy, jewellery making, clay modelling, mobile photography, and marble painting. New exhibits were added to the museum's existing collection, which includes paintings, sculptures, traditional garments, heritage jewellery, and folk art.

Taboola names Shivani Pant as regional publisher director for APAC

Taboola has appointed Shivani Pant as regional publisher director, APAC, to lead the company’s publisher partnerships across Asia Pacific. Based in Sydney, Pant will oversee the alignment and expansion of publisher relationships, supporting the company’s global strategy in Asia Pacific region which is marked by increasing demand and diversification. Pant has nearly 15 years of experience in digital media, including eight years at Taboola. Pant is also known for her regional expertise across markets including Australia, New Zealand, Japan, Thailand, China, and India. Her previous role was ANZ director – publisher partnerships. Her appointment follows a period of business development for Taboola, including the launch of Realize, a platform focused on performance advertising outcomes beyond search and social. The platform integrates proprietary data, performance AI, and a range of inventory and formats to deliver measurable results. Taboola’s recent commercial agreements in the region include a five-year extension of its exclusive partnership with Sky News Australia and a six-year renewal with New Zealand’s Otago Daily Times—the longest such renewal in the company’s ANZ operations.

OTTplay Premium partners with GTPL Hathway

OTTplay Premium has partnered with GTPL Hathway to provide a seamless digital entertainment experience across India. The partnership introduces GTPL Genie+, a service offering access to over 29 OTT platforms through GTPL’s Buzz app and website. Subscribers can enjoy content tailored to their regional and genre preferences, available on devices like mobiles, smart TVs, tablets, and PCs. The collaboration brings OTTplay’s curated content library to millions of households, enhancing accessibility and offering a personalised streaming experience. With this new service, GTPL extends its content offerings, which already include cable TV, broadband, and cloud gaming. This partnership strengthens both companies’ commitments to revolutionising India’s digital entertainment sector, making premium content more accessible to a wide audience.

Zee Media unveils unified brand identity

Zee Media Corporation Limited has introduced a new brand identity across all its national and regional news channels. The unified ‘Z’ symbol aims to represent clarity, consistency, and trust, reflecting the network’s focus on innovation, technological advancement, and purposeful journalism. The rebranding effort encompasses flagship national channels such as Zee News, Zee Business, and Zee Bharat, as well as regional platforms including Zee 24 Taas, Zee 24 Kalak, and Zee Uttar Pradesh Uttarakhand. The new identity is designed to connect with audiences across India, reinforcing Zee Media’s commitment to credible and citizen-centric news reporting.

BPCL gives Raj Kumar Dubey additional charge as marketing director

Bharat Petroleum Corporation Limited (BPCL) has announced that Raj Kumar Dubey has taken over the additional charge of Director (Marketing). Dubey, who currently serves as the Director (HR) on the board of BPCL, brings over 35 years of experience in business and human capital development. He holds a degree in Mechanical Engineering from NIT Allahabad and a Master of Business Administration from the International Centre for Promotion of Enterprises, Ljubljana, Slovenia. BPCL is a Fortune Global 500 company and one of India’s leading oil and gas companies, engaged in refining crude oil and marketing petroleum products.

SRV Media appoints Chaitanya Sharma as director for digital marketing and growth

SRV Media has appointed Chaitanya Sharma as director for digital marketing and growth. In this role, Sharma will oversee the company’s operations, focusing on process optimisation, digital strategy innovation, customer-centric solutions, and regional business expansion. Sharma brings nearly a decade of industry experience, having previously held key positions at organisations including Google Operations Centre and Accenture. He has expertise in operations, quality assurance, and mobilisation, and served as the learning and development expert for Google’s ads optimisation team. Sharma is also recognised as a public speaker and advocate for diversity, equity, and inclusion.