Moves and Wins: Week of 23 June

Lytus Technologies launches Lytus Music vertical

Lytus Technologies has launched Lytus Studios XR India, a new media and entertainment division, and introduced its audio vertical, Lytus Music. The company has appointed Sai Ramakrishna Mudigonda as CEO of Lytus Studios XR India to lead the new operations. The division, based in Hyderabad, aims to develop over-the-top (OTT), XR, digital-first video, and music content. Lytus Music will focus on producing original tracks, curated playlists, live performances, immersive audio formats, and supporting regional artists. The 25,000-square-foot headquarters will house two studio facilities equipped for content creation and post-production. Lytus plans to hire around 150 employees during the first year of operations and is in discussions to finalise a brand ambassador for Lytus Music. Lytus Technologies provides digital streaming, fintech, HealthTech, and AI-driven solutions to over 4 million customers in India and abroad. The company is expanding its presence in Indian entertainment and aims to build an integrated ecosystem across media formats and talent networks.

Cheil X appoints Ankit Singh as national strategy director

Cheil X has appointed Ankit Singh as its national strategy director to lead the agency’s strategic vision across all group companies in India. Singh will report to Cheil X CEO Jitender Dabas. Singh brings over 15 years of experience in brand strategy and marketing roles across South Asia. Prior to joining Cheil X, he was director – brand marketing, South Asia, at Hilton. He has also held senior strategy roles at Leo Burnett and BBH Delhi. Singh has led brand strategies for clients including PepsiCo, Coca-Cola, Reckitt, Unilever, Niva Bupa, Apple, Uber, and Tinder. His work has been recognised at Cannes Lions, Effies, WARC, and Impact’s 30 Under 30. Cheil SWA is the South-West Asia arm of Korea’s Cheil Worldwide. It offers services across ATL, digital, activation, and retail marketing. Cheil Worldwide operates in 46 countries with over 7,000 employees and has won international awards including CLIOs, Spikes Asia, and Cannes Lions. The group includes agencies such as Barbarian, Iris, BMB, and Experience Commerce.

AGL wins marketing mandate for Bajaj Auto Probiking

AdGlobal360 (AGL), a martech company under Hakuhodo International, has secured the marketing mandate for Bajaj Auto Ltd.’s Probiking division. Under this partnership, AGL will manage pan-India hyperlocal marketing for all KTM and Triumph dealerships. Within three months of onboarding, more than 400 dealers have been integrated into Glocal360, AGL’s proprietary platform. Glocal360 is being actively used by area sales managers and the dealer ecosystem. It features TrendVizor, a tool for campaign performance insights, and GeoBiz Manager to help manage Google Business profiles to improve dealer visibility.

UGRO names Anuj Pandey as CEO

UGRO Capital has appointed Anuj Pandey as chief executive officer (CEO). A founding team member and former chief risk officer, Pandey now leads pan-India operations, including MSME lending, digital platforms, and partner networks. The appointment coincides with UGRO's acquisition of Profectus Capital. With this deal, UGRO’s assets under management (AUM) rise to over INR 12,000 crores. The acquisition brings an additional AUM of INR 3,468 crores from Profectus, alongside a network of 28 branches across seven states. Profectus also adds school financing to UGRO's portfolio, projected to contribute INR 2,000 crores in medium-term growth. The acquisition is expected to yield operational savings of INR 115 crores and additional profitability of INR 150 crores annually. Once the merger is complete, return on assets (ROA) is projected to rise by 0.6–0.7%. The deal awaits customary regulatory and shareholder approvals.

Times Talent names Rishu Bartaria as talent and entertainment head

Times Talent has appointed Rishu Bartaria as head of talent and entertainment to lead its growing artist management portfolio under The Times Group’s entertainment division. Bartaria brings over 15 years of experience across India, the UAE, and Europe. At Times Talent, she manages a roster of 92 artists, including Harnaaz Sandhu, Gayatri Bhardwaj, Eklavya Sood, Sheeba Chadha, Darsheel Safary, and Anand Tiwari. Her role includes securing OTT debuts, aligning talent with production houses, and exploring global collaborations. Times Talent operates under the larger Times Group, one of India’s largest media conglomerates. Bartaria aims to develop a legacy-oriented talent ecosystem by connecting artists with appropriate platforms and collaborators.

Findi appoints Randeep Singh as group CHRO ahead of IPO

Findi has appointed Randeep Singh as group chief human resources officer as the company prepares for its upcoming Indian IPO. Singh will oversee the HR function across FindiATM, FindiBankit, TSI, and Unified Banking Centres. FINDI, an ASX-listed company, provides financial access infrastructure and services across India, including White Label and Brown Label ATMs, merchant payment solutions, and digital banking services. It operates more than 200,000 service points and employs over 1,000 people nationwide. Singh brings 23 years of HR leadership experience from organisations including PwC, Macquarie, Essar, Reliance Retail, and HONO, an HR tech firm he co-founded. His background spans India, the US, Europe, Southeast Asia, and the Middle East, with expertise in scaling teams and driving HR transformation. FINDI recently acquired Tata Communications’ Indicash (rebranded FindiATM) and BANKIT (now FindiBANKIT), and has partnered with Rothschild & Co, Ambit Pvt Ltd, and DAM Capital to manage its IPO process.

Assurance Intl names Anupam Srivastava as VP for sales and marketing

Assurance Intl Limited has appointed Anupam Srivastava as vice president – sales and marketing to lead its Goodyear, STP, and ACDelco automotive product portfolios. Srivastava joins with over 20 years of experience in the lubricants and FMCG sectors. He previously held leadership roles at Gulf Oil, Valvoline Cummins, Castrol, Reckitt Benckiser, and Dabur. At Gulf Oil, he rose from Area Business Manager to General Manager, contributing to product portfolio revamps and rural market expansion. In his new role, Srivastava will oversee sales strategy and channel development for Assurance Intl’s brands, which include lubricants, filters, batteries, and accessories. The company manages licensed products for Goodyear, Duracell, STP (Energizer Holdings), and ACDelco (General Motors).

Monks India appoints Sandipan Bhattacharyya as creative head

S4 Capital's Monks India has appointed Sandipan Bhattacharyya as India head – creative, marking a key leadership addition to its integrated creative and technology operations in the country. Bhattacharyya, who has led creative functions at Saatchi & Saatchi, BBDO, and Grey South Asia, will oversee Monks India's creative output for clients including Amazon, Tata Tea, and Bajaj. He will be responsible for scaling the creative team, strengthening integration between technology and creative disciplines, and shaping the agency's overall creative direction. Bhattacharyya has over two decades of experience and has received more than 120 industry recognitions, including Cannes Lions, D&AD, One Show, Clio, Spikes Grand Prix and APAC Effies. He is also credited with helping deliver India’s first Entertainment Lions for Music at Cannes. Bhattacharyya’s appointment forms part of Monks India's move to expand its capabilities in data-driven creative technology. Under this shift, John Paite will now serve as creative head – tech and innovation, continuing to lead the firm’s innovation work alongside Bhattacharyya’s creative oversight.

Adfactors PR appoints Hemant Gaule as growth development leader

Adfactors PR has appointed Hemant Gaule as senior vice president for growth and development initiatives. The newly created role focuses on building an AI-first work culture, strengthening value propositions, developing new practices and executing leadership development plans. Gaule will work with founders and leadership to implement programmes aimed at future-proofing the organisation. His mandate includes creating the Adfactors Academy, a leadership initiative to identify, nurture and elevate emerging leaders within the firm. The Academy will offer structured learning interventions while preparing the agency for complex client requirements and institutional growth. Gaule, an IIM Ahmedabad alumnus, previously served as director and CEO of the School of Communications and Reputation for 10 years after starting his career in the RPG Group management cadre. He has received recognition from industry fora including Asean PR Network and serves on the IABC Asia Pacific board. Founded in 199, Adfactors PR serves over 600 retained clients and employs over 1,400 professionals across 16 offices in India, Sri Lanka, and Singapore.

Zuno appoints Hashtag Orange as communications partner

Zuno General Insurance has appointed Hashtag Orange as its communications partner following a multi-agency pitch. The agency will handle both internal and external communications, including HR engagement, employer branding, product launches and brand campaigns. The partnership began with a World Music Day campaign, featuring ‘Hai Safar Ye Chill Wala’ (This is a chill journey), a track reimagined across six genres using AI. The two firms aim to reshape Zuno’s brand story for younger, digital-first audiences and elevate its positioning in the insurance space. Hashtag Orange previously led Zuno’s Vivaan campaign and will now help build integrated messaging across consumer and employee audiences. The collaboration aims to bridge brand storytelling with strategic outreach in both marketing and workplace culture. Zuno, formerly Edelweiss General Insurance, has been repositioning itself as a transparent and accessible insurer. The new agency partnership reflects a broader effort to align messaging with evolving customer expectations.

Madison Media Plus appoints Saumya Agarwal as VP

Madison Media Plus, a unit of Madison World, has appointed Saumya Agarwal as vice president. He will report to Mimi Deb, chief operating officer of the agency. Agarwal brings more than 18 years of experience in integrated marketing communications and has previously worked with GroupM, Dentsu, and Publicis Groupe. His past brand portfolio includes Nykaa, HUL, Jaguar Land Rover, ICICI Group, HDFC Bank, Louis Vuitton Moët Hennessy, Allied Blenders, and Spotify. Before joining Madison Media Plus, he was Associate Vice President at Starcom. The appointment is part of a broader effort by Madison Media Plus to realign its team structure to meet the evolving needs of its expanding client base. The company aims to enhance its strategic capabilities and deliver business-focused solutions through leadership additions. Madison Media, part of Madison World, handles media planning and buying for clients including Marico, Asian Paints, Axis Max, Honda, BJP, Fortis, LT Foods, Nat Habit, Somany, and BirlaNu. Madison World operates 11 units and served around 500 advertisers last year, employing 1,300 communication professionals across India.

The Script Room names K Ramakrishnan as an independent director

The Script Room has appointed K Ramakrishnan (Ramki) as an independent director on its board. Ramakrishnan currently serves as managing director – South Asia at Kantar Worldpanel. He brings over 30 years of experience in marketing, branding and business strategy. He has previously held leadership positions at Lenovo, Café Coffee Day, and TVS Motor Company. Ramakrishnan will contribute to strategic business decisions at The Script Room in his new role. His industry experience is expected to support the agency’s development and governance. This move marks a step in The Script Room’s organisational growth as it prepares to formalise its board structure. Ayyappan Raj and Rajesh Ramaswamy founded the Script Room. The agency has operated independently for six years, focusing on script-driven storytelling across media formats. The company stated that it will soon announce its full board of directors.

RVCJ, Salt Media release original series, First Copy

RVCJ Media and Salt Media have jointly launched First Copy, a 10-episode original series that premiered on Amazon MX Player. The crime drama marks a collaboration between the two content studios, with RVCJ known for its digital reach and Salt Media for narrative-driven production. Set in 1990s Mumbai, First Copy explores the underground world of film piracy, ambition, and moral grey zones. The show, which marks comedian Munawar Faruqui’s acting debut, has gained traction across social media for its portrayal of an era shaped by pirated cinema and larger-than-life film stars. The series was unveiled at a celebrity-attended premiere in Mumbai on June 19, 2025 and gained popularity online following its official release. Viewers have highlighted the show’s narrative and visual recreation of Mumbai’s bootlegging culture, with reactions from actors, musicians, and content creators further boosting visibility. Available for free on Amazon MX Player, the show has driven discussions across platforms, especially on X (formerly Twitter), where users have commented on its period detail and performances, according to a company press release.

OOH veteran Anuj Bhandari launches Triooh

Anuj Bhandari, an out-of-home (OOH) media industry veteran, has launched a new company named Triooh, aimed at offering premium digital outdoor solutions in India. The new venture is led by co-founders Anuj Bhandari, Bhavna Bhandari, and Sumit Chawla. Triooh will initially roll out large-format digital billboards across Delhi NCR. The company plans to establish a presence in other metro cities as part of its future expansion strategy. Its first five digital sites are expected to go live shortly. Anuj Bhandari has over three decades of experience in the OOH industry, having worked with multiple media companies and advertising agencies in leadership roles. The founding team combines expertise in marketing, media, and operations. Triooh positions itself as a platform for brands looking to engage audiences in high-footfall urban areas through digital outdoor formats. The company will also offer support in content creation and execution to optimise campaign delivery.

GMJ partners with Mame Khan

JetSynthesys’ Global Music Junction (GMJ), powered by Hari Prem Films, has signed an exclusive three-year partnership with folk musician Mame Khan. The deal covers music releases, brand partnerships, and international performances. GMJ will manage Khan’s digital rights, YouTube presence, and branded campaigns. Performance management includes Khan’s RockNRoots Project and The Folk Orchestra of Rajasthan. The collaboration aims to take Indian folk music to global audiences. Backed by Warner Music India, GMJ already supports artists like Sonu Nigam and Sapna Choudhary. The partnership enhances GMJ’s position as a platform for Indian vernacular music with international reach.

Aqua Plumbings ropes in Ogilvy for branding

Aqua Plumbings has partnered with Ogilvy to transform its luxury and ultra-luxury bathware branding in India. The collaboration aims to build long-term narratives for Aqua Plumbings’ two brands—Plumber Bathware and Aquini—through storytelling and design-led strategies. Plumber Bathware focuses on products like sensor-driven fittings, while Aquini caters to the ultra-luxury segment with sanitaryware and faucet collections. Ogilvy will lead creative development to position the brands for the evolving aspirations of Indian consumers. The engagement will cover multiple touchpoints, including digital and offline branding efforts. Ogilvy brings experience from global and domestic campaigns across sectors and is currently ranked the top global agency network by WARC for creative excellence and effectiveness. The partnership comes as Indian consumers show increasing interest in design-forward, durable, and sustainable bathroom solutions.

Apollo Tyres extends Manchester United Football Club deal

Apollo Tyres has renewed its partnership with Manchester United Football Club for an additional three years, continuing a relationship that began 12 years ago. The extension includes branding rights, co-branded content, and grassroots football initiatives designed to promote access and talent development. The renewed agreement follows a recent visit to Mumbai by Manchester United players Andre Onana, Diogo Dalot, and Harry Maguire, who participated in the launch of the fifth season of the United We Play programme. Apollo Tyres has leveraged its long-term association with the football club to build global brand equity, enhance consumer trust, and reach wider markets. The partnership has also enabled Apollo to run campaigns and programmes aimed at fan engagement and community outreach. The new phase of the partnership will see further investment in digital engagement and on-ground activations. The grassroots football initiative remains a key element, with a focus on encouraging youth participation and improving access to football infrastructure across communities. Manchester United’s global fan base has played a role in amplifying the partnership’s impact, particularly in markets where Apollo Tyres is expanding. The collaboration is expected to support Apollo’s positioning as a premium tyre brand with strong global associations and community-focused programmes.

Symphonies Life launches refreshed brand identity

Sleep solutions brand Symphonies Life has launched a new brand identity in collaboration with New Delhi-based creative agency Volume. Symphonies intends to reposition itself from a mattress provider to a lifestyle brand centred on sleep and well-being through this move. The rebranding campaign introduces design elements that reflect rhythm, calm, and softness across all customer touchpoints. The identity shift includes modern visual cues such as waves and stillness, aligning with the brand’s promise of 'engineering better sleep for a more conscious lifestyle'. Packaging, point-of-sale displays, influencer kits, and digital platforms have been updated to deliver a unified brand experience. Symphonies Life aims to connect with wellness-focused consumers seeking holistic experiences. The design-first strategy was executed by New Delhi-based agency VOLUME, known for its branding and storytelling capabilities across print, digital, and offline media. The agency, Volume, has built a presence by working with emerging and established brands seeking to communicate cultural relevance through strategic creativity.

Prayag India onboards Ajay Devgn as brand ambassador

Ajay Devgn is back as brand ambassador for Prayag India, a sanitaryware and plumbing products manufacturer. The renewed partnership coincides with the launch of a new campaign titled ‘Prayag Ghar Banaye Shaandar’ (Prayag Makes a Home Grand). The latest campaign aims to position Prayag as a household name. Devgn’s earlier association with the brand featured the campaign ‘Prayag Quality Bemisal – Likh Ke Le Lo’ (Prayag’s unmatched quality – take it in writing), which gained cultural resonance. The brand operates manufacturing facilities in Bhiwadi, Rajasthan.