Moves and wins roundup: Week of 26 May

WRM wins digital mandate for Metro Supplements

White Rivers Media (WRM) has secured the digital creative mandate for The Times of India’s Metro Supplements, including Bombay Times and Delhi Times. The partnership includes strategy development, content creation, and platform management across digital channels. WRM will focus on expanding the supplements’ reach among Gen Z and millennial readers through multimedia campaigns and digital-first storytelling. The agency will also apply its proprietary ‘Cul-tech Curation’ model and AI-based tools to deliver customised and engaging content experiences. This collaboration is aimed at enhancing cultural relevance and reinforcing the Metro Supplements’ position as key voices in urban entertainment and lifestyle. The Times Group sees the partnership as an opportunity to engage newer audiences while maintaining a strong connection with its existing readership.

The Advertising Club of Bangalore names Laeeq Ali as the president

The Advertising Club of Bangalore has announced the appointment of Laeeq Ali as its new president, alongside the formation of the 2025 executive committee. Ali, co-founder of Origami Creative Concepts and Bloombox Brand Engineers, assumes leadership of the organisation with a mandate to drive engagement and innovation within the advertising community. Supporting the executive team are vice president Nishad Ramachandran, treasurer Malavika Harita, secretary Sneha Walke, and joint treasurer Navin Nair. The committee also includes Ganga Ganapathi Poovaiah, Anil Satharaju, Suneet John, GV Krishnamurthy, Arunava Seal, Nigel Mathew, Laya Menon, S Divakar, Noufel Anamala, Niyati Shah, and Rajesh Vorkady. The new leadership is expected to strengthen industry collaboration through events, networking forums, and learning programmes. The club has also announced plans to expand its calendar with new initiatives in 2025, following the success of last year’s Inspiration Room series. Founded in 1980, The Advertising Club of Bangalore is a non-profit organisation that serves as a platform for advertising and marketing professionals to exchange ideas, recognise achievements, and foster growth.

Contentstack appoints Josette Leslie as CFO

The global enterprise digital experience platform provider Contentstack has appointed Josette Leslie as its chief financial officer (CFO). Based in New York, Leslie has over 25 years of experience across the fintech, content management, and banking sectors, including leadership roles at Squarespace, E*TRADE, Instinet, CAIS, and Affinity. At Squarespace, she contributed to the company’s growth and IPO in 2021. She replaces David Overmyer, a founding executive who helped Contentstack raise $169 million and will now serve on the company’s board. Leslie will report to founder and CEO Neha Sampat and is tasked with driving operational and financial strategy during a period of rapid company growth. Leslie's appointment follows Contentstack’s acquisition of customer data platform Lytics, aimed at strengthening its position in the digital experience platform (DXP) space. Leslie also serves as treasurer and audit committee chair at Women in Innovation, a nonprofit supporting women in leadership and innovation roles. Her arrival comes ahead of Contentstack’s annual customer event, ContentCon, which focuses on how content and data convergence powers real-time personalisation for global brands. Contentstack provides digital experience solutions to companies including Air France-KLM, ASICS, Burberry, and Walmart.

Experience Commerce wins digital and media mandate for Tropical Agrosystem

Mumbai-based Experience Commerce, part of Cheil SWA Group, has secured Tropical Agrosystem's digital and media mandate. The agency will manage social media, creative development and performance marketing for the crop protection and plant nutrition firm, aiming to enhance its visibility and engagement across rural and urban markets. It will oversee social media management on Facebook, Instagram, and LinkedIn, focusing on outreach to farmers and agricultural communities and building brand equity among urban audiences. The campaign strategy includes using content formats such as Instagram Reels and Guides. The collaboration will also involve CYLNDR India, the agency’s in-house production arm, which is developing an integrated film-based campaign. Established in 1969, Tropical Agro is part of the Jhaver Group and operates in the chemical, biological, and organic segments of agriculture. Its operations support over eight crore farmers nationwide through a network of 20,000 distributors and retailers, 4,000+ field staff and seven manufacturing facilities. The company delivers over 300 agricultural solutions, from seed treatment to post-harvest care. Experience Commerce, with more than 17 years in digital campaigns, plans to drive Tropical Agro’s digital transformation amid rising digital adoption in farming communities.

Almonds AI, Mobavenue collaboratively launch ChannelX

Almonds Ai has partnered with Mobavenue to launch ChannelX, a digital outreach platform for brands targeting their channel partners such as retailers, mechanics, and painters. The solution delivers content across apps beyond WhatsApp, SMS, and mobile notifications. ChannelX reaches verified partners via OTT platforms, news apps, and Truecaller, achieving up to three times higher engagement than traditional messaging. The tool is privacy-compliant, avoiding personal data collection while enabling targeted promotions and call-to-action prompts. ChannelX was built using Mobavenue’s in-house technology PrsmX, enabling real-time ad delivery to segmented user groups. The platform allows brands to push schemes, incentives, and promotions to their partners where they are most active online.

Duolingo partners with Glance to embed learning on lock screens

Duolingo has partnered with Glance to deliver bite-sized English lessons via smart lock screens under Glance’s ‘Glance for Good’ initiative. The partnership aims to make language learning accessible and part of users’ daily routines. Duolingo’s gamified content includes vocabulary puzzles and challenges that users can interact with without unlocking their phones. In the first three months, this content garnered over 72 crore impressions on Glance lock screens.

Hyundai names Pankaj Tripathi as brand ambassador

Hyundai Motor India Limited has appointed actor Pankaj Tripathi as its brand ambassador. Known for his relatability and widespread appeal, Tripathi’s image is intended to reflect Hyundai’s values of reliability and emotional connection with Indian consumers. The move aligns with Hyundai’s strategy to deepen its engagement with Indian audiences. Tripathi joins a line-up of Hyundai ambassadors and is expected to enhance the brand’s visibility and resonance with a broader demographic. Hyundai cited Tripathi’s personal alignment with the company’s vision of ‘Progress for Humanity’ as a key reason for the partnership. His connection to Hyundai dates back to his first car, which was a Hyundai model. The brand intends to use his grounded persona to connect with customers not only through technology but also through shared values and life experiences. Through this association, Hyundai aims to humanise its offerings and create emotional connections with consumers.

OneNative and FPJ sign content partnership

OneNative Studio has partnered with The Free Press Journal (FPJ) to syndicate its flagship content property, Simple Hai! (It’s simple) with Vivek Law, across the publication’s print, digital, and YouTube platforms. The weekly finance-focused show will now be amplified through the newspaper’s distribution, reaching a wider audience. The collaboration combines OneNative’s content creation capabilities with FPJ’s extensive legacy and verified reach of 3.45 lakh daily e-paper readers. Each episode of the show is complemented by an article in the print and digital editions, further extending its footprint. Following this initial rollout, OneNative and FPJ plan to expand their collaboration to include new IPs, podcasts, ground events, and custom branded content initiatives. The partnership aims to combine editorial innovation with broad media reach, positioning the initiative as a step toward building meaningful, trust-based media.

Client Associates names Amit Chauhan as marketing and communications VP

Client Associates has promoted Amit Chauhan to vice president – marketing and communications, effective May 2025. Chauhan joined the wealth management firm in May 2023 and has played a key role in developing its integrated marketing strategies. With over 15 years of experience, Chauhan has worked across corporate and agency ecosystems, leading initiatives in brand campaigns, storytelling, and stakeholder engagement. At Client Associates, he had been instrumental in launching marketing initiatives such as the CA Alternate Fund (CAAF), Celebrate Life events for HNIs and UHNIs, and the #WealthWiseWithCA financial literacy campaign. In his new role, Chauhan will focus on expanding Client Associates’ digital presence, particularly in tier-2 and tier-3 cities. The firm manages over $7 billion in assets and serves more than 1,300 families across 11 cities with a team of 250 professionals.

Pratilipi partners with Roy Kapur Films

Digital storytelling platform Pratilipi has entered a content partnership with Roy Kapur Films (RKF) to co-develop and produce a slate of films and series adapted from stories on Pratilipi’s platform. The collaboration aims to bring Indian narratives to screens domestically and globally. The agreement will see both partners identify stories from Pratilipi’s catalogue, co-invest in development, and produce adaptations for studios and streaming platforms. At least six projects are planned over the next three years under this strategic content alliance. Pratilipi hosts over 16 lakh writers and millions of stories across 12 Indian languages, making it a key source of regional and grassroots narratives. Roy Kapur Films brings production capabilities and a record of successful content including Rocket Boys, The Sky is Pink, and Last Film Show. The first joint project will be Charitraheen (Characterless), a courtroom drama originally published on the Pratilipi app. The story has received over 2.1 crore reads and more than 2.44 lakh reviews. It will be adapted for screen as the first of several projects under the partnership.

The Mavericks joins One Asia Communications as India partner

The Mavericks has joined the One Asia Communications (OAC) network as the exclusive partner for India. This move allows the communications consultancy to support clients with public relations and communications needs across 13 Asian markets, including Indonesia, Japan, South Korea, Singapore, and China. Through this alliance, The Mavericks will provide regional access to clients seeking to expand their communications footprint across Asia while maintaining insight-led, localised advisory services. The OAC network comprises owner-operated PR and marketing agencies that collaborate to offer integrated communications across borders. The partnership aims to enhance the ability of Indian companies with global ambitions and international firms entering India to operate with the agility of local agencies and the reach of a regional network. It aims to support clients navigating multilingual communications, regional media landscapes, and culturally specific messaging strategies. The collaboration is expected to facilitate knowledge sharing, campaign execution, and coordinated strategy development across markets.

Ameer Ismail steps down from Lintas Live

Ameer Ismail has announced his decision to step down as president of Lintas Live after nearly three decades with MullenLowe Lintas Group. He will pursue new opportunities following a 28-year tenure that saw him play a role in shaping the agency's evolution. Ismail joined Lintas in 1996 and led the agency through a transformation into a digital-first, creative public relations firm. His leadership helped establish Lintas Live as a player in integrated communications, managing digital content, influencer engagement, media strategy, and crisis management for global and Indian brands. He also held senior roles across the group, including stints at dCell, Advent and Lintertainment, and was instrumental in launching a joint venture with Golin, joining its global leadership group in 2014. In 2018, he was appointed chief growth officer of PointNine Lintas in addition to his role at Lintas Live. Over his career, Ismail provided strategic counsel to more than 500 brands and held advisory roles with industry bodies including Fulcrum, SABRE and the Abby Awards. He also regularly lectured at institutions in India and the USA.

OLX India names Olive Sen as non-auto business CBO

OLX India has appointed Olive Sen as chief business officer (CBO) for its horizontal business unit, overseeing non-automotive categories such as real estate, jobs, mobiles, electronics and others. Sen returns to OLX after previously serving over six years at OLX Group, where he led functions across product, marketing and analytics. His work contributed to growth in user engagement and platform monetisation. Most recently, he served as Chief Product Officer at BetterPlace, a workforce management platform. He has also held leadership roles at Thinkfoods.in and NYX. An IIT Kharagpur graduate, Sen began his career at Nissan Motors and ZS Associates, building a foundation in engineering and consulting before transitioning into digital product leadership. OLX India operates across 12 categories, including vehicles, property, and electronics. It reports an average of 3.5 crore unique monthly users and over three crore annual listings.

JioStar, and Sony share broadcast rights for India-England cricket tours

JioStar and Sony Pictures Networks India will share broadcast rights for India’s 2025 and 2026 cricket tours of England. JioStar has secured exclusive digital streaming rights for all matches on JioHotstar, while Sony retains television rights for its sports network. The agreement includes a five-Test series in 2025 beginning 20 June at Headingley, followed by matches in Birmingham, Lord’s, Manchester, and concluding at The Oval on 31 July. A white-ball series of three ODIs and five T20Is is scheduled for 2026. Sony acquired exclusive India rights to England and Wales Cricket Board properties in 2023 in a deal running until 2031. This arrangement ensures simultaneous access to matches via digital and television platforms, reflecting increasing collaboration between broadcasters. JioStar and Sony aim to maximise reach across digital and traditional platforms, leveraging JioHotstar’s digital footprint and Sony’s television viewership to enhance fan access. This dual-channel strategy is part of a broader trend in sports broadcasting, combining online and linear viewing to reach wider audiences.

Quantbox sponsors Chennai Grand Masters

Quantbox Research has been named title sponsor for the Chennai Grand Masters chess tournament. The Singapore-based fintech firm’s multi-year deal supports the event’s third edition, scheduled for 6–15 August 2025, which will feature a INR 1 crore prize pool. Organised by MGD1 and supported by the Tamil Nadu Government, the rebranded Quantbox Chennai Grand Masters will feature 20 players across Masters and Challengers categories. The sponsorship marks Quantbox’s continued commitment to Indian chess, following its long-term support for grandmaster Arjun Erigaisi. The tournament has grown since its 2023 debut, with previous winners including Gukesh Dommaraju and Aravindh Chithambaram. It is India’s premier classical super tournament and a key event in the country’s chess calendar.

Jack in the Box Worldwide wins social media mandate for Kotak Mahindra Prime

Jack in the Box Worldwide has secured the social media mandate for Kotak Mahindra Prime Limited, the vehicle financing subsidiary of Kotak Mahindra Bank Limited. The agency won the account following a multi-agency pitch process. The Mumbai-based agency will develop and execute the brand's social media strategy across platforms, creating content to drive engagement and build digital identity for Kotak Mahindra Prime Limited. The win represents expansion for Jack in the Box's presence in the banking, financial services and insurance sector. Kotak Mahindra Prime provides financing solutions including car loans, two-wheeler loans and loans against property. The company aims to expand its online reach and engage with India's vehicle buyers and finance seekers through this partnership. Jack Box Worldwide plans to focus on leveraging data-driven insights, storytelling and platform-first thinking to enhance Kotak Mahindra Prime's social media presence.

Boldfit signs Arshdeep Singh as brand athlete

Boldfit has signed Team India pacer Arshdeep Singh as its official brand athlete to promote its fitness gear. The Bengaluru-based brand announced the partnership through social media content featuring Singh with existing brand investor KL Rahul. The collaboration extends Boldfit's strategy of building partnerships with athletes rather than traditional celebrity endorsements. Singh joins KL Rahul, who serves as both brand investor and athlete partner, in represent ing the company's athlete-first approach. Founded in 2018, Boldfit creates fitness and sports equipment targeting performance-focused consumers. The brand positions itself as built by athletes for athletes, with products designed for training, recovery and lifestyle needs. Singh will participate in product development and brand promotion activities.

Wella Professionals appoints Manushi Chhillar as brand ambassador

Wella Professionals has named Manushi Chhillar as its brand ambassador for the Indian market. The hair care company announced this at the TrendVision 2024-25 Grand Finale event. Chhillar will represent Wella Professionals across marketing campaigns and brand initiatives in India. Wella Professionals is a 140 year-old global salon colour brand operating in over 100 countries through parent company Wella Company. Its offerings include hair artistry, self-expression and beauty transformation services. Wella Company's portfolio includes Sebastian Professional, System Professional, weDo Professional, Clairol, OPI, Nioxin and ghd brands.