Moves and wins: Week of 18 Aug

Hisense India appoints Adfactors PR for communications

Hisense India, a subsidiary of the Hisense Group, has appointed Adfactors PR as its communications partner in the country. The mandate covers media relations, influencer engagement and integrated campaigns to strengthen the brand’s visibility in India’s consumer electronics market. The partnership will also highlight product launches, category expansion and smart technology integration. Hisense India plans to scale its offline presence through retail partnerships and new introductions. CEO Pankaj Rana said the collaboration will help the brand navigate a competitive landscape, while Adfactors PR director Samir Kapur confirmed alignment on market-focused communication strategies.

Reliance Animation and Rian partner for content exchange

Reliance Animation has signed a memorandum of understanding with Rian, an AI-human multilingual dubbing and localisation platform, to expand the reach of Indian and global content. The partnership will focus on enabling Indian titles to access international markets with linguistic and cultural accuracy, while also bringing overseas programming to Indian viewers. According to Rian founder and CEO Anand Shiralkar, the collaboration will help Indian intellectual properties connect with global audiences, while Reliance Animation CEO Tejonidhi Bhandare stated that popular characters such as Little Singham could be introduced to new markets.

E-Gaming Federation appoints Gaurav Shangari as director of policy communication and outreach

The E-Gaming Federation (EGF), India’s self-regulatory body for online skill gaming, has appointed Gaurav Shangari as Director of Policy Communication and Outreach to strengthen stakeholder engagement and policy advocacy. With over 15 years of experience in strategic communications, Gaurav has previously worked with Avian We, leading ESG and policy-focused campaigns for corporates, philanthropic organisations, and nonprofits, and has partnered with brands such as PepsiCo India, Godrej Enterprises Group, and Wadhwani Foundation. Recognised in exchange4media’s 40 Under 40 list in 2024, he will now focus on shaping EGF’s narrative and driving engagement with policymakers, media, and civil society. This appointment underscores EGF’s commitment to building a transparent, responsible, and trusted online skill gaming ecosystem in India.

Havas Media India appoints Sonal Jadhav as managing partner–West

Havas Media India has named Sonal Jadhav as managing partner – West, to lead its operations across western markets. Based in Mumbai, she will report to Uday Mohan, COO, Havas Media and Havas Play India. With nearly two decades of experience, Jadhav joins from Mindshare, GroupM, where she managed key clients such as SBI Life, Byju’s, and Schneider Electric. She has also held leadership roles at Wavemaker and Mindshare Fulcrum, overseeing portfolios for ITC Personal Care and Unilever skincare, along with stints at Kellogg’s, ICICI, and Rio Tinto. Her appointment comes as Havas Media India strengthens its Mumbai hub, which services brands like Tata Motors Commercial Vehicles, De Beers, UTI Mutual Fund, CoinDCX, and others, making it a key driver of the agency’s integrated mandates.

Jack in the Box, Tidal7 merge to form J7

Independent agencies Jack in the Box Worldwide and Tidal7 have merged under a new entity, J7. The combined firm brings together Jack in the Box’s capabilities in creative storytelling, design and consumer research with Tidal7’s expertise in branding, digital analytics and data-led solutions. Founders Roopak Saluja and Venkat Mallik will lead the agency, supported by a leadership team including Farhatnaz Ansari, Sivaram Subramaniam and Vikram Srivastava. J7 plans to focus on AI-driven innovation, tech-integrated marketing tools and industry-specific solutions, while maintaining existing teams and client relationships across India and international markets.

BBH India expands leadership with senior appointments

BBH India, part of Publicis Groupe India, has strengthened its leadership with the appointment of Delon Mascarenhas and Mitushi Sharma as executive vice presidents. They will be responsible for client partnerships and business expansion, reporting to Himanshu Saxena, managing director and chief operating officer. The agency has also elevated Ashwin Palkar and Nisheeth Srivastava to senior executive creative directors, reporting to Parikshit Bhattacharya, chief creative officer. Mascarenhas has over 25 years of experience at companies including DDB Mudra, Tring, Edelman India and Havas Life. Sharma has 23 years of experience across categories, most recently with FCB Interface.

Radiowalla adopts AdsWizz tech to expand programmatic audio

Radiowalla Network has partnered with AdsWizz to integrate programmatic audio advertising solutions across Southeast Asia. The move makes Radiowalla the first Indian retail media company to offer end-to-end programmatic audio capabilities. Through AdsWizz’s technology, brands and agencies will be able to deliver targeted, measurable campaigns across Radiowalla’s network of in-store, digital, and corporate radio platforms. The adoption reflects India’s growing digital audio market and aligns with global standards in programmatic advertising. Radiowalla plans to scale these offerings across retail, hospitality, wellness, and enterprise communications, providing context-aware ad delivery designed to improve audience engagement.

Social Beat strengthens leadership with cfo and vp–growth appointments

Social Beat has expanded its leadership team by appointing Harish Chandrasekaran as chief financial officer and Naveen Vadakkan as vice president – growth. These additions follow the recent onboarding of chief business officer Maanesh Vasudeo, reinforcing the agency’s focus on scaling operations and global expansion. Harish brings over a decade of financial leadership experience, including a senior role at DataTracks, while Naveen has previously driven enterprise growth at LS Digital and held positions at FCB Kinnect, Ethinos, IndiBlogger, and Directi. The appointments aim to strengthen financial discipline, foster strategic partnerships, and accelerate Social Beat’s next phase of growth.

Randstad India strengthens position as talent leader

Randstad India, a leading talent company with over 30 years of industry presence, offers specialised solutions across operational, professional, digital, and enterprise talent services. Committed to equity and inclusion, the organisation supports clients in building diverse, agile workforces while helping individuals secure meaningful roles, develop relevant skills, and find purpose at work. Part of Randstad’s global network spanning 39 markets, Randstad India continues to leverage its deep understanding of the labour market to deliver innovative workforce solutions.

80 DB Communications wins PR mandate for flam

80 DB Communications has secured the public relations mandate for Flam, an AI-powered mixed reality publishing platform that enables brands to deliver immersive, app-free 3D experiences. The agency will lead Flam’s communication strategy to enhance visibility, strengthen corporate reputation, and highlight its innovation in mixed reality advertising. The partnership aims to amplify Flam’s category-defining work in immersive storytelling as the platform expands its footprint globally.

HDFC ERGO partners with consumr.AI to pilot customer-centric digital transformation

HDFC ERGO has selected Consumr.ai to pilot a proof-of-concept using its proprietary AI Twins technology to enhance customer-centric decision-making across insurance. The engagement will focus on media efficiency, creative intelligence, audience segmentation, and product innovation. Chosen as one of the winners of TechPreneur Season 2, Consumr.ai will enable HDFC ERGO to simulate audience behaviour and personalise offerings at scale while ensuring GDPR and CCPA compliance. If successful, the solution will be expanded across business lines and distribution channels, with potential adoption in ERGO International’s global markets.

Stratefix consulting partners with Swastik Foods for Binito launch

Stratefix Consulting has partnered with Swastik Foods to launch its new FMCG brand Binito, starting with Gujarat and Maharashtra before scaling pan-India. The mandate included building a sales team, creating multi-channel strategies across HORECA, institutional, export, and retail segments, and integrating IT systems for tracking and reviews. Executed in phases, the plan ensured structured processes, regular audits, and targeted market penetration. With Binito expanding from Swastik’s legacy in packaged poha into pantry staples and light snacks, the collaboration aimed to combine heritage with strategy-driven growth for sustainable market presence.

SocialTweebs partners with AfterMath Ventures to boost gaming creator economy

SocialTweebs, a data-driven influencer marketing agency, has entered a strategic partnership with AfterMath Ventures, a leading games and esports agency, to strengthen India’s gaming creator economy. The collaboration combines AfterMath’s expertise in building gaming communities and developing content and IPs with SocialTweebs’ influencer discovery, campaign management, and analytics capabilities. With India’s gaming market projected to grow from USD 15.36 billion in 2024 to USD 35.59 billion by 2030, the partnership aims to deliver end-to-end solutions that merge creative storytelling with precise targeting and measurable results, enabling brands to connect more authentically with highly engaged gaming audiences.

Tossco merges with Legaxy to strengthen India’s sports talent ecosystem

Tossco, the cricket talent agency founded by former cricketers Prateek Pawar and Priyank Tehlan, has merged with LegaXy, a fast-growing sports, media, and entertainment company, in a move set to redefine athlete management in India. The merger brings leading cricketers including Yuzvendra Chahal, Rahul Tewatia, Harshal Patel, Shashank Singh, Sai Kishore, and Jayant Yadav under the LegaXy banner, combining Tossco’s player-first approach and on-ground expertise with LegaXy’s global vision and brand-building strength. The partnership aims to transform athletes into enduring global brands by integrating performance management with long-term commercial growth, IP creation, and media innovation. With Tossco’s co-founders joining LegaXy’s leadership team, the collaboration seeks to expand athlete reach, secure global endorsements, and set new benchmarks in holistic sports representation, reflecting the growing recognition of cricketers as both athletes and global influencers.

PRStorey communications wins 9x markets account to drive financial literacy initiatives in India

PRStorey Communications has bagged the communications mandate for 9X Markets, a global multi-regulated fintech company, to lead its financial literacy and market education initiatives in India. The agency will shape 9X Markets’ content, media, and influencer engagement strategy with a focus on responsible, non-promotional education around global markets, trading concepts, and investment principles. As part of its India entry, 9X Markets will debut at Money Expo India 2025 on August 23–24 at the Jio World Convention Centre, Mumbai. With over 10,000 attendees and 100+ brands, the event will spotlight the company’s education-first approach, highlighting innovation in financial learning and partnerships with academies and creators. This collaboration aims to establish 9X Markets as a credible knowledge partner in India’s financial ecosystem.

Oneindia appoints Anand Sreenivasan as national head of monetisation and special projects

Oneindia has appointed Anand Sreenivasan as national head of monetisation and special projects to drive revenue growth and expand advertiser relationships across its multilingual digital network. With over two decades of experience at Republic Media Network, Quint Digital, AETN Media, and 9X Media, Anand will lead sales strategy, client engagement, and revenue delivery across digital, video, branded content, and strategic offerings. His mandate also includes building high-performance regional sales teams and enabling brands to connect with diverse audiences through data-driven campaigns. The appointment strengthens Oneindia’s focus on scale, reach, and cultural relevance in India’s growing vernacular digital market.

Yellow creates brand identity for Bhumi and Samiksha Pednekar’s backbay

Yellow has crafted the brand identity and strategy for Backbay, a beverage brand founded by Bhumi and Samiksha Pednekar. Rooted in sustainability, Backbay positions itself as a philosophy that merges design, culture, and environmental responsibility. Its first offering, Backbay Aqua, sources water from the Himalayas and packages it in recyclable cartons, reflecting purity and conscious consumption. Yellow developed a holistic identity system with minimal typography and water-inspired graphics to mirror this ethos. The collaborative process with the founders ensured the brand voice aligned with their vision of sustainability and elegance, creating an identity that extends seamlessly across packaging and market presence.

Art-E Mediatech wins creative mandate for Dylect

Art-E Mediatech has secured the full creative mandate for lifestyle tech brand Dylect following a multi-agency pitch. The agency will oversee end-to-end marketing strategy, including creative planning, social media, influencer collaborations, performance marketing, media buying, and digital ad production. The partnership aims to position Dylect as an innovative everyday tech companion through insight-led, relatable campaigns. Rohit Sakunia, Co-Founder of Art-E Mediatech, highlighted the agency’s consumer-centric approach, while Anuj Bhatia, Founder of Dylect, emphasised the alignment in values of innovation and lifestyle relevance. The collaboration will drive integrated campaigns showcasing Dylect’s consumer durables and car solutions.

Toonsutra introduces cinematic mode for immersive comic reading

Toonsutra has launched the beta version of 'Cinematic Mode', an AI-powered immersive comic reading experience that transforms static webcomics into dynamic multimedia narratives. The feature combines auto-scroll, animation, narration, and background music to deliver a hands-free, movie-like storytelling format. Built on a multimodal AI framework, it uses Google’s Veo 3 for panel animations, Gemini 2.5 Pro for realistic dialogue in Indian languages, and Lyria 2 for adaptive music. Developed in collaboration with publishing partners, Cinematic Mode enhances visual storytelling while retaining artistic integrity. With over 1 million monthly active users and a library of 3,300 titles, Toonsutra aims to position itself at the forefront of India’s evolving digital entertainment landscape.

Ex Ogilvy creatives launch Colloquial, An agency with no voice of its own

Ex-Ogilvy creatives Ishita Misra and Pradyot Mokashi have co-founded Colloquial, an independent creative agency built on the philosophy of having “no voice of its own,” positioning itself to fully embody the voice of brands, consumers, and ideas. Drawing inspiration from the Superb Lyrebird, known for its ability to mimic any sound, Colloquial aims to blend cultural insight with craft to deliver distinctive and lasting work. Ishita brings 12 years of experience from agencies such as Lowe Lintas, Tilt, and Ogilvy, having worked on campaigns like Dream11’s ‘Ye Apna Game Hai’, The Pink Foundry’s ‘Skin Is Stronger Than You Think’, and Sprite’s ‘Thand Rakh’. Pradyot, with a background spanning space research, Mullen Lintas, TVF, Tilt, and Ogilvy, has contributed to award-winning campaigns including Dream11’s ‘Ye Game Hai Mahaan’, Livspace’s ‘Don’t Try This At Home’, and ITC Bingo! Mad Angles’ relaunch. With a focus on culture-driven and craft-led creativity, Colloquial aims to create advertising that resonates with people, solves client problems, and endures in memory, meaning, and the market.

FCB NEO appoints Binay Mehra as senior vice president

FCB NEO, part of FCB India, has appointed Binay Mehra as senior vice president, based in Delhi. With 17 years of experience across categories including food, beverage, fashion, sports, real estate, and politics, Binay has played a key role in shaping several leading brands. Over the past decade, he has led major portfolios at PepsiCo Foods, most recently handling Lay’s and Quaker, where he drove integrated campaigns, innovation support, and digital transformation. Ashima Mehra, CEO of FCB NEO, highlighted his sharp, modern, and brand-focused leadership as critical to the agency’s growth, while Binay expressed enthusiasm for blending digital agility with strong brand thinking at FCB NEO.

Simran Kodesia joins Peak XV Partners as head of communications

Simran Kodesia has been appointed Head of Communications at Peak XV Partners (formerly Sequoia India and Southeast Asia), where she will oversee brand reputation across India, Southeast Asia, and the US. Bringing 17 years of global experience in consumer and technology communications, she has previously worked with Airbnb, DoorDash, and WPP across North America and Asia. Simran played a key role in launching Airbnb in India and Southeast Asia and later led international communications for DoorDash from its San Francisco headquarters. Recognised with honours including E4M’s 40 Under 40, Adgully’s Women Disruptor Award, and DMAI’s Young Achiever Award, she is known for building scalable communication strategies, driving market launches, and leading high-impact campaigns with founders, executives, and global influencers.

C5i and Databricks launch marketing data cloud

C5i, an AI and analytics company, has expanded its partnership with Databricks by launching the Marketing Data Cloud (MDC), a validated ‘Built on Databricks’ solution hosted on Microsoft Azure. The platform integrates fragmented marketing data into a unified foundation using C5i’s Intelligent Data Management Decision framework and the Databricks Data Intelligence Platform. By ingesting, standardising, and consolidating data across channels, MDC eliminates silos and provides a comprehensive view of customer journeys, marketing performance, and ROI. It supports advanced analytics such as market mix modelling, multitouch attribution, brand measurement, and campaign insights, enabling customer-centric strategies and scalable personalisation. The collaboration combines C5i’s domain expertise in data and AI with Databricks’ scalable, open architecture to help enterprises make faster, data-driven marketing decisions.

Tonic Worldwide wins digital mandate for PCPL

Pranav Constructions Limited (PCPL), a leading real estate redeveloper in Mumbai, has appointed Tonic Worldwide as its integrated digital marketing partner after a multi-agency pitch. The mandate covers social media, SEO, performance marketing, and digital campaigns aimed at enhancing PCPL’s online presence and engaging prospective buyers. PCPL is recognised for its expertise in transforming old buildings into modern residential spaces with a focus on quality, transparency, and timely delivery. Through this partnership, Tonic Worldwide will leverage insights to strengthen PCPL’s brand positioning, support its growth ambitions, and spotlight its upcoming IPO while highlighting values of integrity, sustainability, and customer-centricity.

Squadstack.AI launches humanoid AI agent stack for consumer sales

SquadStack has unveiled the world’s first fully autonomous Humanoid AI Agent Stack for consumer sales, rebranding itself as squadstack.ai to highlight its AI-first approach. Built as a voice-first platform, it streamlines end-to-end sales workflows across sectors such as lending, brokerage, education, insurance, ecommerce, travel, and consumer durables. Trained on over 600 million minutes of sales conversations, the AI enables hyper-personalised engagement, lead qualification, and CRM updates while reducing acquisition costs and scaling customer interactions. Early deployments with Tata Digital, Shiprocket, IndiaMART, JustDial, and Stage have delivered up to 2x lead connectivity and a 30% rise in qualified leads. With compliance to DND, ISO 27001, and SOC 2 standards, SquadStack’s Humanoid AI Agent integrates advanced lead scoring, multi-channel outreach, and performance optimisation to help enterprises improve efficiency, engagement, and ROI.

Dept appoints Rohit Shukla and Nitin Kediyal to lead India practices

Global tech and marketing services company Dept has strengthened its India leadership with the appointment of Rohit Shukla as head of data practice and Nitin Kediyal as head of commerce practice. Shukla, an expert in Adobe Experience Platform, will lead the data practice, while Kediyal, with over 16 years of experience in Adobe Commerce and headless commerce, will head the commerce practice. Dept employs over 450 professionals across Mumbai and Bengaluru and works with Indian brands including HDFC Bank, Tata Capital, Tata AIA, India First Life Insurance, Generali Central and Vijay Sales across sectors from financial services to retail.

Bloomingdale PR launches ‘Grow’ to support cross-border brand expansion

Bloomingdale PR has introduced ‘GROW’ (Global Reputation and Outreach Wing), a specialised practice to help brands expand between India and Southeast Asia through strategic storytelling, reputation management, and influencer-driven campaigns. With presence in India, Singapore, Indonesia, Malaysia, and the UAE, the consultancy will offer end-to-end support for Southeast Asian brands entering India, as well as Indian companies scaling across Southeast Asia. The initiative also focuses on cross-market thought leadership for founders and CXOs. Bloomingdale PR has previously managed multi-market campaigns for brands such as Crunchyroll, Darwinbox, Bel Group, Global Pulses Confederation, and NTT Data.

Fyno appoints Ali Lightwalla as vice president–sales and partnerships

Fyno has announced the appointment of Ali Lightwalla as vice president–sales and partnerships, where he will lead the company’s go-to-market strategy, strengthen its presence in the BFSI sector, and build long-term alliances. With over 22 years of experience across enterprise technology and financial services, Ali has previously held senior roles at Gupshup, IDEMIA, Broadcom, Oracle Financial Services Software, and Ernst & Young’s subsidiary C Centric. His expertise in sales leadership, digital transformation, and strategic partnerships is expected to support Fyno’s growth plans. The appointment underscores Fyno’s commitment to scaling its enterprise communication solutions while reinforcing its focus on compliance and customer success.

IAA India Introduces sonic identity in partnership with Brandmusiq

The International Advertising Association (IAA) India Chapter has launched its first sonic identity in collaboration with sonic branding agency BrandMusiq. The new identity includes a MOGO® (musical logo) and an immersive MOGOSCAPE®, designed to reflect IAA’s archetypes—the Hero and the Creator—while drawing inspiration from Indian aesthetic philosophy and the Rasas of Veera, Adbhuta, and Karuna. Intended to provide a more emotional and sensory brand experience, the sonic identity will feature across IAA’s events, films, digital platforms, and campaigns. With this initiative, IAA aims to create a consistent, future-facing identity that resonates through sound and strengthens its role as a unifying creative force.

ICCPL PR elevates Parkhi Pasricha to vice president

ICCPL PR has announced the promotion of Parkhi Pasricha to vice president, recognising her 15 years of experience and significant contribution to the firm’s growth. With a career spanning across agencies such as Mutual PR and IMPRIMIS PR, Parkhi has worked with clients in technology, healthcare, start-ups, and real estate. At ICCPL, she has been instrumental in strengthening client relationships and leading impactful communication campaigns, particularly in the real estate sector. In her new role, she will continue to drive strategic communication, mentor teams, and support business development, contributing to the firm’s leadership and expansion goals.