Moves and wins: Week of 14 July

Lowe Lintas wins Tuborg’s creative mandate in India

Lowe Lintas has been appointed Tuborg’s creative agency for India after a competitive pitch. The Gurgaon office will lead the mandate, covering creative strategy and integrated communications. Tuborg, owned by the Carlsberg Group, aims to enhance its youth-oriented positioning and cultural relevance in India. Partha Jha, vice president-marketing, Carlsberg India, said the partnership aligns with the brand’s ambitions. Lowe Lintas will focus on contextual storytelling and aligning with the evolving interests of young consumers.

Sandeep Mehrotra steps down from Sony Pictures Networks

Sony Pictures Networks India (SPNI) announced that Sandeep Mehrotra, head of ad sales - network channels, will exit the company for personal reasons. Mehrotra was responsible for driving SPNI’s ad sales strategy, overseeing market transitions, and identifying new revenue streams. Gaurav Banerjee, MD and CEO of SPNI, acknowledged Mehrotra’s tenure and contributions. No successor has been announced.

Equitas SFB appoints PRHUB for PR and communications

Equitas Small Finance Bank has appointed PRHUB as its PR and communication partner. PRHUB will develop and implement communication strategies and manage media relations for the bank. The partnership coincides with Equitas SFB's upcoming initiatives aimed at increasing engagement. Vignesh Murali, senior vice-president and head of brand, marketing and corporate communications at Equitas SFB, said the partnership aligns with the bank’s communication goals. Xavier Prabhu, founder and managing director of PRHUB, stated that the agency will support the bank’s narrative-building and forthcoming milestones.

Mediascope secures India representation for The Telegraph UK

Mediascope has been appointed as the exclusive India partner for The Telegraph UK, taking charge of branded content and advertising solutions across the publication’s global platforms, including digital, print, podcasts, newsletters, and events. With this partnership, Indian brands can now access The Telegraph’s high-value audience of over 18.9 million monthly users and 1.1 million subscribers. Known for its reader-first and data-led commercial approach, The Telegraph offers a cookie-free, performance-driven ecosystem, delivering measurable brand impact across categories such as business, luxury, travel, and culture.

Digirovers wins performance marketing mandate for Mudrex

Digirovers has been appointed to lead performance marketing initiatives for crypto investment platform Mudrex. The agency will run campaigns across Google and Meta platforms with a focus on high-quality user acquisition, improving conversions, and boosting long-term customer value across global markets. This partnership aligns with Mudrex’s goal of making crypto more accessible to retail investors. The collaboration leverages Digirovers’ expertise in Web3 and fintech to drive data-led growth for the Y-Combinator-backed startup.

Miraggio appoints Inderpreet Singh Gaba as vp, brand and marketing

Miraggio has appointed Inderpreet Singh Gaba as vice president, brand and marketing to lead strategic storytelling, purpose-driven communication, and brand visibility. With over 14 years of experience across brands such as Birkenstock, Ray-Ban, and Aditya Birla Retail, Inderpreet brings expertise in culture-first marketing and digital engagement. At Birkenstock India, he was instrumental in establishing the brand’s premium positioning. His new role at Miraggio will focus on strengthening consumer connection, particularly with Gen Z and millennials, and driving the brand’s next phase of growth in the fashion accessories space.

Physicswallah appoints Satish Sharma as chief marketing officer

PhysicsWallah has named Satish Sharma as its chief marketing officer to lead brand and marketing strategy during its ongoing growth phase. With over two decades of experience, Satish previously co-founded Unyscape and held roles at IBM and Tata Steel. At PhysicsWallah, he will focus on building a scalable, insight-led marketing ecosystem to enhance brand resonance. His appointment aligns with the company’s mission to democratise education across test prep, skilling, higher education, and international study segments.

The Astor Goa appoints The Other Circle to lead national pr strategy

The Astor Goa, an all-suite boutique hotel in Candolim, has appointed The Other Circle (TOC) as its official PR and communications partner in India. TOC will design and execute a 360-degree strategy to elevate the hotel’s quiet luxury positioning through earned media, influencer engagement, and editorial storytelling. The appointment marks TOC’s return to hospitality, aligning with The Astor’s emphasis on intentional, slow travel experiences. Launched in late 2023, the hotel is managed by Archer Hospitality under The Astor Hotel Collection.

Varun Sood launches Merchgarage to tap into creator-led merchandising

Actor and youth icon Varun Sood has forayed into the creator economy with the launch of MerchGarage, a platform dedicated to storytelling-led merchandise created by and for digital creators. Positioned as India’s first creator-focused merch label, MerchGarage transforms creators’ identities and moments into fan-owned products. Already collaborating with names like MostlySane and Kusha Kapila, the brand’s upcoming collection with Varun Sood will reflect pop culture, nostalgia, and behind-the-scenes narratives that resonate with his audience.

Glocal Slam Dunk and Athletes Today merge to form isg

Glocal Slam Dunk Communications and Athletes Today have merged to launch ISG (Int Sports & Gaming Marketing LLP), an integrated sports management and marketing agency aimed at professionalising India’s sports ecosystem. ISG combines athlete representation, sponsorship management, content strategy, and event IP creation under one umbrella. The agency seeks to elevate Indian sports talent and properties through brand integration and global collaborations, drawing on a legacy of working across Olympians, Paralympians, and major leagues.

Amagi appoints Sangeeta Chakraborty as chief revenue officer

Amagi has named Sangeeta Chakraborty as chief revenue officer to lead its global go-to-market strategy spanning sales, customer success, marketing, services, and operations. With leadership experience at Miro, Okta, and VMware, she brings expertise in scaling enterprise SaaS businesses across industries. Based in San Francisco, she will support Amagi’s global expansion in cloud-based media and broadcast solutions. The company currently enables 7,000+ channel deliveries and 28 billion ad impressions across 200+ countries.

Only Much Louder elevates Devarshi Shah to chief growth officer to lead next phase of expansion

Only Much Louder (OML) has promoted Devarshi Shah to chief growth officer, marking a strategic move to strengthen its creative and branded services portfolio. Reporting to CEO Tusharr Kumar, Shah will lead growth across OML’s key verticals including branded content, influencer marketing via Hypothesis, AI-led marketing solutions, and an upcoming creative venture. With over 150 global campaigns under Hypothesis, Shah is tasked with scaling OML’s agency offerings and embedding culture-first strategies into brand narratives. His appointment signals OML’s focus on delivering insight-led, creator-driven, and culturally resonant solutions, building on its reputation as a disruptor in the creative and entertainment landscape.

Theblurr appoints Sainath Saraban as co-founder and chief creative officer

AI-native agency Theblurr has named award-winning creative leader Sainath Saraban as co-founder and chief creative officer. With a two-decade career spanning global markets and iconic campaigns like Thums Up’s ‘Aaj Kuch Toofani Karte Hai’, Saraban joins to lead Theblurr’s creative vision across markets. His appointment aligns with the agency’s mission to blend data, creativity, and media into one seamless system. Known for his work with brands such as Coca-Cola, Nike, Levi’s, Amazon, and HP, Saraban brings cultural fluency and commercial insight to the role. He will steer platform-native, insight-led storytelling that is both locally resonant and globally scalable.

Famous Innovations wins creative mandate for Nilkamal Sleep

Famous Innovations has been appointed the creative agency on record for Nilkamal Sleep, the mattress division of Indian furniture company Nilkamal. The agency won the mandate after a multi-agency pitch and will handle brand positioning, campaign planning, visual identity, and content development across digital and traditional media. Nilkamal Sleep plans to reposition itself as a lifestyle-focused brand within India’s growing sleep economy. The first integrated campaign is expected to launch later this year, targeting urban consumers and evolving sleep habits across digital, retail, and offline channels.

‘Z’ launches ‘zee writers room’ to discover India’s next generation of screenwriters

Zee Entertainment Enterprises Ltd. has launched the ‘Zee writers room’, a nationwide initiative aimed at identifying and grooming emerging screenwriting talent. Aligned with the brand’s philosophy ‘Yours Truly, Z’, the programme seeks to discover 100 promising writers from across India through a multi-phase process including tests, evaluations, and interviews. Targeting both formally trained and self-taught storytellers, the initiative will cover 80 cities and invite entries in seven Indian languages. Selected writers will be mentored by industry experts and work across Zee’s TV, OTT, and film platforms. Announced through a brand film and extensive on-air, digital, and on-ground promotions, the Zee Writers Room aims to build a pan-India community of storytellers capable of delivering structured, impactful narratives for the evolving entertainment landscape.
 

Wrap2earn names Nitin Rastogi as national head to drive tech-led growth across OOH and BTL ecosystems

Wrap2Earn has appointed Nitin Rastogi as national head to lead its next phase of integrated expansion through BuzzOmni, its full-funnel media arm. Bringing over two decades of experience in brand marketing, media strategy, and client leadership, Rastogi is set to drive innovation across out-of-home (OOH), below-the-line (BTL), and transit media. With a track record of 110+ industry awards, his appointment signals Wrap2Earn’s intent to scale its tech-powered, insight-led solutions. Having branded over 1.5 lakh cabs across 45+ cities and executed 500+ campaigns, Wrap2Earn is now strengthening its integrated offerings across airports, cinemas, retail, television, and billboards. Rastogi’s leadership will focus on building measurable, connected ecosystems for brands in an increasingly performance-oriented media landscape.

Subhankar Sen appointed director (marketing) at Bharat Petroleum Corporation Limited

Bharat Petroleum Corporation Limited (BPCL) has announced the appointment of Subhankar Sen as its new director (marketing). A BPCL veteran with over 30 years of experience, Sen has led several strategic initiatives across retail, lubricants, and digital engagement. As business head – retail (West), he spearheaded the revamp of BPCL’s fuel stations and introduced the BeCafe concept. In the lubricants segment, he expanded the MAK brand to global markets and launched the MAK Lubricants Solutions programme. Sen also contributed to the creation of consumer platforms like Pure for Sure, PetroBonus, and UFill, and led EV infrastructure initiatives such as eDrive and Doorstep Diesel Delivery. His appointment aligns with BPCL’s focus on digital innovation, sustainability, and consumer-centric growth.

Icubeswire appoints Shashank B. V. as business director, south to strengthen influencer content sales

iCubesWire has appointed Shashank B. V. as business director, sales (south), to lead content sales for influencer marketing across South India. With over two decades of experience in digital sales and branded content, Shashank returns to iCubesWire—having previously served as group head, south—to spearhead creator-led, performance-oriented storytelling for regional markets. His past roles include leadership stints at Hungama Digital Services, Times Internet, and Tyroo Media. In his new role, he will focus on scaling content monetisation, native brand integrations, and community-first campaigns. Reporting to co-founder and chief business officer Nishant Sharma, Shashank’s appointment aligns with iCubesWire’s push towards hyperlocal influencer targeting and multilingual content strategies.

Digital Kong to lead social media for Shark Tank-funded prosthetics brand Fupro

Digital Kong has secured the social media and PR mandate for Fupro, a prosthetics brand that appeared on reality show Shark Tank India. The agency will manage content creation, digital storytelling, and community engagement across platforms for Fupro and its founders as the startup aims to broaden its digital footprint and highlight its mission to transform mobility.  

Knauf India names Gaunik Jeet Singh as head of marketing

Knauf India, a drywall and ceiling solutions company, has appointed Gaunik Jeet Singh as head of marketing. With over 19 years of experience across firms like Hero MotoCorp, AkzoNobel, and Airtel, he brings strategic marketing expertise and category leadership. An alumnus of the Indian School of Business, he will drive Knauf’s brand visibility and multi-channel marketing while aligning local messaging with global standards for the Indian building sector.

Project Worldwide announces leadership changes to drive South Asia growth

Project Worldwide has made two key appointments to accelerate its presence in India and South Asia. Rasheed Sait steps into the newly created role of chief growth officer for the region, following his successful tenure as GPJ India head. Meanwhile, Neha Lobo joins as managing director of GPJ India, bringing over 25 years of experience in brand and business development, including senior roles at IBM.