Moves and wins: Week of 21 July

Vineet Recriwal launches The Native for brand advisory

Vineet Recriwal, a former executive at Burson India and Omnicom Singapore, has launched The Native, a brand marketing and communications advisory aimed at founders, startups, and fast-growth businesses. Based in Gurgaon, The Native offers services in market entry strategy, brand positioning, reputation management, thought leadership, and internal communications. Operating on a lean, partner-led model, the firm plans to double its client portfolio and talent base within six months, with Southeast Asia expansion targeted for 2026. The approach focuses on delivering senior strategic counsel without traditional agency structures, tailored to businesses navigating high-velocity and complex markets.

Digirovers to drive global performance marketing for Mudrex

Digirovers has been appointed to lead performance marketing for Mudrex, the Y-Combinator-backed crypto investment platform. The mandate includes managing campaigns across Google and Meta platforms, focusing on high-quality user acquisition, improving conversions, and enhancing long-term customer value across Mudrex’s global markets. The partnership aligns with Mudrex’s vision of making crypto investing more accessible for retail users. Digirovers brings a data-driven and platform-focused approach to scale Mudrex’s presence across international markets.

Social Panga appoints Sahil Siddiqui as EVP – creative strategy and growth

Social Panga has named Sahil Siddiqui as executive vice president – creative strategy and growth, strengthening its leadership as the agency sharpens focus on strategic expansion and creative scale. In this role, he will work with co-founders Gaurav Arora and Himanshu Arora to elevate the agency’s creative output and drive brand-building across key markets. With over 15 years of experience across Dentsu Creative and Pepper Content, Siddiqui has led campaigns for major brands such as Flipkart, Tata Motors, Starbucks, and Apple.  

Bigcity unveils ‘Festive reward strategist’ to power ROI-driven campaigns

BigCity Promotions has launched the ‘Festive Reward Strategist’, a tech-enabled planning tool designed to help CMOs and brand leaders create high-impact reward campaigns within minutes. Drawing from over 18 years of experience across sectors like FMCG, retail, BFSI and automobiles, the platform offers data-backed recommendations tailored to specific campaign goals such as acquisition, trials, or engagement. The tool streamlines the pre-campaign process by offering audience insights, competitive benchmarks, and budget optimisation for maximum ROI. Positioned as a strategic asset during India’s crowded festive season, the platform aims to bridge the gap between marketing strategy and execution.

PROHED secures performance marketing mandate for Mcgraw Hill India

McGraw Hill has appointed Gurugram-based digital agency PROHED to lead its performance marketing initiatives in India. Aimed at enhancing digital engagement among students and educators, the partnership supports McGraw Hill’s mission of delivering flexible, data-driven learning solutions aligned with evolving educational needs. PROHED, known for its work with brands like Pearson and TimesPro, brings specialised education-sector experience to the collaboration. This move is expected to deepen McGraw Hill’s digital footprint and reinforce its role as a key content and courseware provider in the Indian education ecosystem.

Signpost India appoints Roch D’souza as chief strategy officer to drive growth

Signpost India Limited has appointed Roch D’Souza as chief strategy officer to lead its next phase of growth and strategic transformation. With over 23 years of experience across retail, media, digital and consumer sectors, D’Souza brings expertise in business reimagination and brand-led impact. Reporting to managing director Shripad Ashtekar, he will focus on innovation, partnerships, and customer-centric strategies. Signpost India, a leading DOOH media tech company, currently serves over 1,500 brands across more than 90 industries, offering AI-powered solutions at major consumer touchpoints.

Spring House onboards Media Corridors to strengthen communications strategy

Spring House Workspaces has appointed Media Corridors as its communications and PR partner to enhance its brand visibility within India’s flex workspace and startup ecosystem. With over 20 centres across Delhi-NCR catering to 8,000+ professionals and 300+ organisations, Spring House aims to scale its community-focused brand narrative. The partnership will focus on storytelling around culture, flexibility, and the future of work. Spring House founder and CEO Mukul Pasricha highlighted the long-term vision of meaningful engagement, while Ayushi Arora Gulyani, founder and CEO of Media Corridors, noted the alignment with new-age, community-led brands.

Confiance Communications wins PR mandate for Raga Svara wellness retreat

Confiance Communications has secured the public relations mandate for Raga Svara, a boutique luxury retreat in Gujarat focused on holistic healing and Ayurvedic wellness. The partnership aims to position Raga Svara as a global thought leader in conscious Indian living, with Confiance driving founder-led storytelling, strategic media placements, influencer partnerships, and immersive brand experiences. As Indian-origin wellness gains global relevance, the agency will spotlight Raga’s philosophy of mindful, sustainable living rooted in Ayurveda. This collaboration marks a strategic growth phase for the retreat, aligning it with international wellness and cultural narratives.

Raj Nayak and YAAP Digital launch ‘House of IP’ to build scalable entertainment properties

Raj Nayak, former Viacom18 COO, has launched 'House of IP' in collaboration with YAAP Digital to develop and scale original intellectual properties across entertainment, sports, music, and branded content. Positioned as a first-of-its-kind event and entertainment IP venture studio, the initiative will focus on creating immersive, ownable cultural properties for brands and audiences. Combining Nayak’s creative leadership with YAAP’s digital and brand expertise, the studio aims to incubate new formats and collaborate with existing IPs for commercial growth. Offices are being established in Mumbai, Delhi, Bangalore, and Dubai.

Leadsquared partners with Mainstay to boost sales automation and customer engagement

LeadSquared has entered a strategic partnership with Mainstay Consulting to deliver enhanced CRM and marketing automation solutions to businesses across sectors. The collaboration will combine LeadSquared’s intelligent sales and customer engagement platform with Mainstay’s expertise in technology consulting to streamline lead management, boost productivity, and enable real-time performance tracking. The partnership supports faster implementation and integration of sales and marketing workflows, while aligning with LeadSquared’s global expansion strategy. It aims to help organisations deliver more personalised and scalable customer experiences through automation and AI-driven tools.

FTA Global expands leadership team with senior appointments to drive growth

FTA Global has appointed Yatin Bhasin as vice president – sales and marketing, and Tasneem Calcuttawala as vice president – operations and delivery, to strengthen its leadership team. Both bring over 15 years of experience and will play key roles in driving the company’s market expansion and operational excellence. While Bhasin will lead strategic alliances and business development to boost revenue, Calcuttawala will oversee delivery functions to ensure scalable and streamlined operations. The appointments come as FTA Global rapidly scales its workforce and capabilities, positioning itself as a high-performance marketing solutions provider.

AdLift secures paid media mandate for fixed-income platform Aspero

AdLift has won the paid media mandate for Aspero, a SEBI-registered online bond platform focused on simplifying access to fixed-income investments like corporate bonds and FDs. As part of the engagement, AdLift will drive Aspero’s customer acquisition and digital visibility through data-led campaign planning, execution, and optimisation. The partnership aims to support Aspero’s mission to make fixed-income investing mainstream in India by reaching high-intent audiences and boosting investor confidence through targeted digital outreach.