Moves and Wins: Week of 09 June

Madchatter joins Worldcom PR Group for global push

Mumbai-based communications agency Madchatter Brand Solutions has joined the Worldcom Public Relations Group. With this, the agency will be able to collaborate with over 80 independent firms from Worldcom’s network spread across 40 countries. The partnership is expected to enhance Madchatter’s capacity to provide culturally relevant, multi-market strategies for brands operating in diverse sectors. As part of Worldcom, Madchatter will also contribute to cross-border campaigns, drive knowledge exchange, and provide on-ground support to international brands entering or expanding in India. Madchatter’s services span public relations, brand positioning, crisis communication, digital and LinkedIn marketing, multilingual content, and media training. The agency is active in Web2 and Web3 sectors, working with clients in enterprise tech, fintech, healthcare, real estate, wellness, crypto, and blockchain. Worldcom’s membership process involves evaluating an agency’s regional expertise, operational strength, and collaborative fit. The group sees India as a key market and views such inclusions as a way to contribute India-specific insights to global mandates.

BombayDC names Siddhesh Pednekar as partner and COO

BombayDC has appointed Siddhesh Pednekar as chief operating officer and partner, to be responsible for leading its BombayDC and Branded divisions. Pednekar has overseen operations, scaled teams and driven growth since joining the firm 10 years ago. During this decade-long stint, he has been integral to building business from its inception, advancing from project manager to partner through successive leadership posts. In his new role, he will direct day-to-day strategy and delivery across creative, client services and branded content. Founded by Ankur Rander, BombayDC specialises in digital and branded communications for corporate and consumer clients. The agency’s Branded arm handles end-to-end production for live and virtual events. Pednekar brings more than 15 years of experience in digital, brand and marketing, including senior roles at Lowe Lintas and Ogilvy. His tenure at BombayDC spanned strategy, operations and growth management, positioning him to oversee the agency’s next phase of scale.

Razorpay elevates Hepsibah Rozario to senior director role

The B2B fintech firm Razorpay has promoted Hepsibah Rozario to senior director, PR & branding, entrusting her with external communications. Rozario will work alongside leadership to shape the company’s narrative and stakeholder relations. She joined Razorpay more than eight years ago and has led reputation management, crisis communications, and integrated brand messaging throughout its growth. Before Razorpay, Rozario managed communications for Myntra and held roles at Adfactors PR and Genesis BCW, supporting tech, fintech, and consumer clients. Her responsibilities include narrative development, media relations, and enhancing brand reputation across investors, partners, and customers.

DriveX Mobility names Vipin Yadav as VP and head of marketing

DriveX Mobility, a TVS Motor Company’s subsidiary in India’s pre-owned two-wheeler market, has appointed Vipin Yadav as vice president and head of marketing. In his new role, Yadav will oversee brand strategy, omnichannel go-to-market plans, and customer engagement for the company. He brings 17 years of experience in working with leading consumer brands. Most recently, he served as marketing director at Hisense India and head of marketing for Toshiba TV. He held senior roles at OPPO India during its period of rapid market share gain. Earlier in his career Yadav contributed to marketing forums and delivered guest lectures at IIT Delhi and Symbiosis Pune. He holds an MBA in marketing from the International Management Institute, Europe, and the Indian Institute of Planning & Management, and a Bachelor of Commerce from the University of Delhi. The appointment has happened at a time when DriveX is planning to open 500 outlets by 2027.

Industry veterans launch marcomms firm, Bread Butter Jamm

Serial entrepreneur Krishna Anand and former Sequoia VP for ops and experiences, Abhishek Abrol, have launched Bread Butter Jamm, a marketing communications firm offering immersive brand experiences. The agency plans to deliver a 360° portfolio encompassing experiential events, brand storytelling, corporate engagement, travel-led experiences and digital strategy. Rather than simply broadcast messages, it will treat each activation as a full-bodied brand experience designed to evoke engagement. Anand and Abrol forged the venture after years of professional camaraderie and spirited debate on marketing briefs. While Anand brings business and operational expertise, Abrol contributes narrative-driven brand moments. Anand has previously founded Allign Marketing Agency and KA Media. Abrol’s two decades in brand communications include roles at JP Morgan Chase & Co and Peak XV (formerly Sequoia Capital India).

Collective Artists Network launches India’s first bilingual AI travel influencer

Collective Artists Network has introduced ‘Radhika Subramaniam’, India’s first bilingual AI travel influencer, who can converse in English and Tamil. The virtual creator will produce culturally focused travel content that highlights local legends, less known cafés, and small-town festivals. Radhika leaves behind a fictional corporate career to explore the country as a solo traveller. She joins Kavya, another virtual influencer which is involved in luxury-oriented storytelling. Radhika will present authentic stories that resonate with Gen Z audiences. Her bilingual capabilities are expected to help brands access contextually relevant content targeted at diverse communities and regions. Tourism boards can use her to showcase less-known destinations, while home-grown brands may tap her for storytelling rooted in place and identity. By blending AI technology with regional insight, Collective Artists Network seeks to redefine influencer marketing.

Altimetrik names Gurvinder Sahni as CMO

Altimetrik has appointed Gurvinder Sahni as chief marketing officer to strengthen its AI-first positioning and support enterprise adoption of full-stack AI strategies. He will report to CEO Raj Sundaresan. Sahni will oversee global marketing, sharpen brand identity, and accelerate go-to-market strategies across key sectors. His remit includes simplifying the AI narrative and promoting Altimetrik’s capabilities in cloud, platform modernisation, data, and AI. Previously CMO at Persistent Systems, Sahni led its transition into an AI-led services firm and expanded its presence with analysts and partners. Earlier at Wipro, he built the firm’s Analyst Relations function and led strategic engagements with global organisations and advisory firms. The appointment comes as companies increasingly seek partners for end-to-end AI orchestration. According to the World Economic Forum, 74% of firms face barriers in scaling AI. Altimetrik is expanding partnerships, including with OpenAI, to address this demand. Altimetrik offers digital business services with over 6,000 practitioners, using an incremental approach to product development. It has been recognised in recent assessments by Everest Group and ISG for its AI services. Sahni holds an MBA from Guru Gobind Singh Indraprastha University and a bachelor’s degree in commerce from Delhi University.

Pulp Strategy debuts India-first LLM SEO solution

Pulp Strategy has launched NeuroRank, positioned as India’s first end-to-end Large Language Model (LLM) SEO solution. The service aims to enhance brand visibility in AI-generated search results on platforms such as ChatGPT, Gemini, Claude, and Perplexity. Unlike traditional SEO focused on keywords and backlinks, NeuroRank is designed to improve inclusion in AI responses. The service includes techniques like semantic layer engineering, knowledge graph stitching, live prompt testing, and source indexing. According to Pulp Strategy, over 44 billion searches are now performed on LLM platforms, with 72% of B2B buyers relying on AI tools for early brand discovery. The solution is aimed at brands seeking long-term discoverability within AI-driven models. A structured four-phase deployment process allows brands to begin implementation within 21 days. Pulp Strategy is also offering a complimentary audit to assess AI visibility for qualified brands. A recent case study cited by the company showed a 22% drop in cost-per-MQL for a mid-market SaaS client after deploying NeuroRank.

Flick TV raises $2.3M seed funding

The mobile storytelling OTT platform Flick TV has raised $2.3 million in seed funding led by Stellaris Venture Partners, with participation from Gemba Capital and Titan Capital. The OTT platform focuses on professionally produced microdramas under five minutes, made for vertical viewing. The funds will be used to scale up content production, expand into four regional languages, enhance the platform experience, and build a cross-functional team. Founded in early 2025 by Kushal Singhal and Pratik Anand, and with Sanidhya Mittal leading the technology front, Flick TV offers short-form narratives. The company plans to release over 100 original titles across genres like romance, social thrillers, and slice-of-life. Flick TV aims to build a next-generation content engine using generative AI and agentic workflows to speed up scripting, visual planning, and production without compromising quality. The platform targets India’s growing mobile-first audience, which is projected to fuel a $5 billion microdrama market over the next five years.

Adomantra appoints Pooja Sondhi as HR head

Adomantra Digital India has appointed Pooja Sondhi as chief human resources officer (CHRO). The move is aimed at strengthening the company’s workforce across key hubs in Delhi, Mumbai, Bangalore, and Hyderabad as part of its business expansion plans for FY 2026. Sondhi will lead the company’s HR function with a focus on building a high-performance culture and scaling talent capabilities. She brings over two decades of experience and has previously worked with Dainik Jagran, JCDecaux, vCommission Media, and Aargus Global Logistics. She is recognised as one of the ‘50 HR Innovators’ in 2023 and ‘HR Professional of the Year’ in 2024. Certified as a POSH trainer, her skills include talent acquisition, manpower budgeting, and strategic HR alignment. As CHRO, Sondhi is expected to play a key role in shaping Adomantra’s workplace culture and supporting its plans to onboard new hires and acquire new business. Her appointment supports Adomantra’s intent to build an inclusive and future-ready workforce that can drive growth in its digital marketing operations.

Sportzprix, Nadal’s UAX launched a digital sports marketing course

Sportzprix has partnered with the UAX Rafa Nadal University School in Madrid to launch a nine-month online Master’s programme in digital sports marketing for graduate students. The course is aimed at Indian graduates, athletes, and working professionals seeking to build careers in the sports business. Set to begin in October 2025, the programme combines Rafael Nadal’s high-performance philosophy with UAX’s academic expertise. It includes a dedicated India-focused module co-created with Sportzprix, covering topics like fan engagement, league formats, and digital sponsorships. An optional immersion in Madrid offers hands-on exposure to global sports business practices. The curriculum is designed to meet the growing demand for skilled sports marketing professionals in India, where the sports industry is projected to reach $130 billion by 2030. It focuses on digital influence, branding, and marketing strategy relevant to India’s expanding sports economy. Enrolment details and course structure are available on Sportzprix’s and UAX Rafa Nadal University School’s websites. Sportzprix is based in Hyderabad and mentored by Pullela Gopichand. UAX Rafa Nadal University School is a joint initiative of Rafael Nadal and Universidad Alfonso X el Sabio, with campuses in Madrid.

Hashtag Orange names Ankush Bhandarkar as media director

Integrated marketing agency Hashtag Orange has appointed Ankush Bhandarkar as director – media, based out of its Mumbai office. Bhandarkar brings over a decade of digital marketing experience. He previously served as associate media director at FoxyMoron, handling brands like AO Smith and Vedant Fashions. His prior roles include assistant manager at iProspect, where he worked on accounts such as HDFC Bank and PNB MetLife, and integrated media planner at Madison Media, where he managed media planning for Pidilite. In his new role, Bhandarkar will focus on enhancing client outcomes through data-backed strategies and optimised media investments. He will also lead and grow the media team, aligning its capabilities with the agency’s long-term goals. Hashtag Orange, a full-service digital-first agency, offers branding, marketing, and technology solutions. It is active in preventive healthcare communication and aims to influence the health and wellness sector through strategic campaigns.

PRCAI elects new leadership team

The Public Relations Consultants Association of India (PRCAI) has appointed Kunal Kishore, group CEO and co-founder of Value 360 Communications, as its new president for the 2025–2027 term. Kishore, who served as vice president for four years, replaces Atul Sharma of Ruder Finn India. The announcement was made at PRCAI’s 24th Annual General Meeting following elections that saw both contested and unanimous appointments to the managing committee (MANCOM) and executive committee (EXCOM). Alongside Kishore, Neha Mehrotra of Avian WE was named vice president and Santanu Gogoi of First Partners was appointed to a newly defined role of associate vice president, replacing the earlier designation of secretary. The new MANCOM will work closely with PRCAI CEO Deeptie Sethi to drive an inclusive and impact-focused agenda. Five national chairs were also appointed to the EXCOM, including a newly created role. These include Nandita Lakshmanan (growth and standardisation), Dolly Tayal (marketing communications and global networks), Abhishek Gulyani (talent and academia connect), Vivek Rana (learning and thought leadership), and Rishi Seth (public affairs and advocacy). Recent initiatives by PRCAI include PRana 2024, India’s first story convention; a scale-up accelerator for emerging firms; a client-consultancy partnership charter; certification workshops training over 2,500 professionals; a mediation service; and guidelines for responsible communication during national crises. Founded in 2001, PRCAI is a representative body for the Indian public relations industry with over 170 members.

Probo appoints Spardha Pandey as communications head

Opinion trading platform Probo has appointed Spardha Pandey as its head of public relations and communications. In this role, Pandey will lead Probo’s internal and external communications, global PR strategies, and stakeholder engagement efforts. Pandey brings experience across journalism and corporate communications, having worked with Gensol Group, Meta, Hewlett Packard, and Paytm. She has also served as a journalist with Times Internet, India Today Group, and Hindustan Times. Her background includes crisis communications, brand storytelling, and digital transformation campaigns. At Probo, she is expected to guide the platform’s narrative as it expands within the skill-based gaming and knowledge-based participation sector. Pandey holds a master’s degree in Mass Communication and has completed certifications in digital marketing. Her work has been recognised with awards such as the IPRCCA Gold for ‘Crisis Management’ and IAMAI’s India Digital Award. Headquartered in Gurugram, Probo enables users to trade on real-time outcomes across categories such as sports, current affairs, and entertainment. With over 3.4 crore users, the platform is backed by Sequoia Capital, Elevation Capital and Fundamentum.