Moves and Wins: Week of 3 November

Wolfzhowl and The Agentics partner to integrate behavioural insight with AI

Wolfzhowl, a strategic behaviour change consultancy, and The Agentics Co., an AI-powered growth execution firm, have announced a global partnership to connect behavioural intelligence with AI-led transformation for brand growth. The collaboration combines Wolfzhowl’s expertise in behaviour-led brand strategy across APAC with Agentics’ AI-native execution solutions to deliver measurable, end-to-end growth for clients.

The partnership integrates Wolfzhowl’s proprietary frameworks — including the Behaviour Adoption and Advocacy Model, 3 Circles Strategy, Hypnosis Model, and persona-led performance marketing — with Agentics’ Validation-First Framework and De-Risk Disruption methodology. Together, these tools create a unified system that delivers behavioural insights, rapid AI prototyping, pilot testing, transformation consulting, and continuous optimisation.

The initial focus will be on mid-market brands in sectors such as CPG, retail, FMCG, DTC, healthcare, and BFSI. The alliance aims to help businesses transition from isolated automation systems to AI-native ecosystems that interpret human motivations and amplify them through modular AI stacks, enhancing personalisation and revenue growth.

Nishith Srivastava, founder of The Agentics Co., said that traditional innovation models are slow and limited, and that the partnership will merge behavioural insight with AI execution to deliver sustained market growth. Waheed Bidiwale, global CEO and partner at Wolfzhowl, added that combining behavioural understanding with AI ecosystems will help brands build more profitable relationships by aligning data, technology, and creativity.

Operating across Asia, Europe, and the Americas, the partnership seeks to provide culturally attuned, technology-driven strategies that enable behaviour-led, AI-powered brand transformation globally.

Scara Gaming launches Scara Live to expand into real-world experiences

Scara Gaming has launched Scara Live, a new vertical designed to build brand-led live experiences at the intersection of entertainment, sport and culture. The initiative aims to help brands move beyond digital screens and connect with audiences through on-ground and immersive experiences informed by data and storytelling.

The venture is led by industry veterans. Manoj George, with over 20 years of experience in gaming, technology and culture across Nodwin Gaming, Cornerstone and UTV Disney, will oversee business strategy. Mazher Ramzanali, who has worked with Budweiser, OML, MTV and Vice Media, brings 15 years of experience in branding and sponsorship. Santosh P, with 16 years in marketing and experience at BookMyShow and OML, leads live entertainment and business strategy. They are joined by Vikas Chand, who previously managed venue and event operations for organisations such as BCCI, Castrol, IMG Reliance, Hockey India and Delhi Capitals.

Scara Live’s portfolio includes two flagship properties — Pixel Pulse and Beyond the Game. Pixel Pulse will serve as a cultural platform combining music, comedy, fashion and gaming to create large-scale live moments. Beyond the Game will be a B2B initiative bringing together leaders from sports, gaming and innovation for dialogue and collaboration.

The company has also partnered with Rusk Media as culture partner for iPopstar, a weekly music reality series streamed on Amazon MX Player, with Spotify and Warner Music as music partners. The six-week format features 12 contestants and performances by artists including King, Astha Gill, Aditya Rikhari and Parmish Verma. George said, “Scara Live represents our belief that live experiences are where culture truly happens.” Ramzanali added that it will bridge the space between digital and physical engagement, while Santosh noted that it would help brands participate in and shape culture.

MiQ elevates Ribhu Mishra to vice president - revenue, India

MiQ, the global programmatic media partner, has announced the promotion of Ribhu Mishra to vice president - revenue, India, effective immediately. In his new role, Mishra will lead revenue and profit growth, oversee commercial teams, and drive market expansion and sales strategy initiatives across the country. The move is aimed at strengthening MiQ’s business growth and market presence in India.

Mishra joined MiQ in 2024 from Amazon India as AVP of revenue. Since then, he has led multiple business initiatives, delivering consistent results and establishing performance benchmarks across markets. In his elevated role, he will work closely with Varun Mohan, chief commercial officer, India, to accelerate MiQ’s commercial strategy and innovation roadmap.

Commenting on the development, Mohan said that India’s digital ecosystem is entering a new era, with the coming year pivotal for data-driven programmatic execution. He noted Mishra’s key role in shaping MiQ’s go-to-market strategy and client outcomes, adding that his leadership will strengthen the company’s focus on commercial excellence, client success, and market expansion.

Mishra said he was excited to lead the revenue function at a time when innovation in programmatic advertising and advanced TV is gaining momentum. His priorities will include deepening partnerships, expanding markets, and driving sustainable growth across the ecosystem.

MiQ reiterated that India remains a priority market and that the leadership change reflects its ongoing investment in talent and innovation. Mishra brings over a decade of experience in media, adtech, and digital transformation, having previously worked with organisations such as Amazon and Appier.

Moshi Moshi secures digital and branding mandates for Rapido and Kusha Kapila brands

Moshi Moshi, the communication agency, has won two new mandates — the digital marketing duties for Rapido’s food brand Ownly and the branding consultancy for Kusha Kapila’s fashion label Underneat.

For Ownly, Moshi Moshi will manage content creation, social media, performance marketing, influencer collaborations, and community building. The campaigns will focus on Bengaluru’s young and independent consumers, positioning Ownly as an affordable dining option at ₹149. The strategy emphasises everyday convenience and relatable storytelling over discounts or coupon-led promotions.

Under the Underneat mandate, Moshi Moshi has led a complete branding consultancy assignment covering visual identity, brand aesthetic, and packaging design. The refreshed identity reflects Underneat’s values of comfort, inclusivity, and confidence, inspired by natural body forms and expressed through minimalist design. The packaging highlights the brand’s concept of ‘the secret to good clothing’, creating a tactile and immersive unboxing experience.

Ajay Bothra, co-founder and creative director at Moshi Moshi, said that the agency’s approach is rooted in understanding brand purpose and audience behaviour. For Ownly, the focus is on building a strong digital-first presence through authentic, localised storytelling. For Underneat, the work goes beyond design to create an emotionally resonant brand that embodies inclusivity and modern elegance.

These assignments expand Moshi Moshi’s portfolio across lifestyle and digital-first consumer brands, reinforcing its position as an integrated communication partner combining creativity with strategic brand growth.

Creativefuel appoints Tanmay Sinha as AVP - business solutions & operations

Creativefuel has appointed Tanmay Sinha as associate vice president - business solutions & operations. Sinha, formerly creative and operations leader at WLDD, will focus on strengthening business operations, community-led initiatives, and structural efficiencies across Creativefuel’s expanding ecosystem. He will work closely with Sree Chandran, vice president - operations & acquisitions, to develop scalable systems and performance frameworks, and align the agency’s creative, operational, and community-driven verticals.

Sinha played a key role in WLDD’s growth within the social marketing and entertainment space, leading teams across creative strategy, campaign management, client servicing, and production. He was instrumental in building the agency’s internal systems and mentoring cross-functional teams that contributed to several successful campaigns for OTT platforms and consumer brands.

At Creativefuel, Sinha will also focus on expanding the agency’s creator and page network, ensuring a seamless integration of its creative, data, and operational functions as the company scales in media, entertainment, and brand partnerships.

Before joining Creativefuel, he led campaign and business strategies for Prime Video, Flipkart, Philips, Xiaomi, Sony Pictures, AJIO, DaMENSCH, Canva, and JioHotstar, bridging creativity, data, and performance marketing.

Tushar Sukhramani, founder and CEO of Creativefuel, said that Sinha’s cross-category experience and operational understanding will help drive the next phase of the agency’s growth. Co-founder Nikhil Sukhramani added that Sinha’s diverse background, from OTT to FMCG, aligns with Creativefuel’s vision of becoming a ‘house of brands for the internet’.

Sinha said he is excited by Creativefuel’s creator-led approach and aims to develop frameworks that integrate creativity, operations, and communities at scale. His appointment is part of the agency’s broader leadership expansion strategy to strengthen its creative and operational capabilities.

PR Newswire launches AI-led Managed Services in India for optimised content distribution

PR Newswire India has launched Managed Services, a premium AI-led distribution offering designed to transform traditional press releases into high-impact, search-optimised content assets. The new service aligns with Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO), and Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) standards. All content will be hosted on PR Newswire Amplify, an AI platform built on Google’s Gemini interface. The initiative leverages PR Newswire’s global legacy of nearly seven decades.

Gairika Mitra has joined as senior media relations specialist to lead Managed Services. With close to a decade of experience at The Indian Express Group and Network18, and exposure to ASEAN markets, Mitra will drive the initiative’s strategy to help brands engineer content for visibility, discoverability, and credibility across search, answer, and AI-driven platforms.

The Managed Services offering extends beyond press release distribution. It includes narrative enhancement, AI-assisted media targeting, creation of derivative formats such as blogs, video scripts, and thought leadership pieces, and proactive opportunity mapping to engage editors directly.

Winston D’Souza, head of sales, India, PR Newswire, said the new service will enable Indian companies to plan campaigns, restructure and repurpose content across channels, and maximise the reach of their messaging. He added that clients can use PR Newswire’s extensive distribution network to create a ‘content garden’ relevant for the AI era.

The service is designed to merge technology with editorial precision, providing brands with a structured approach to content dissemination and ensuring every press release functions as a discoverable, credible, and high-performing content asset.

Dailymotion Advertising introduces Ray, an AI platform for video marketing

Dailymotion Advertising has launched Ray, its new Agentic AI platform that enables advertisers to convert briefs into actionable video marketing plans within minutes. Available globally, Ray streamlines audience planning, creative optimisation, activation, and measurement across Dailymotion’s network of 400 million monthly users and 5,000 publishers in 183 countries. The platform supports over 40 languages and draws on proprietary video engagement data spanning more than 700,000 content topics.

Ray operates on four core AI components. Predict AI generates media plans based on real audience signals from video interests and intent data. Engage AI evaluates creative assets using attention and neuroscience metrics to optimise effectiveness before campaign launch. Activate AI automates campaign execution and performance optimisation, while Measure AI provides narrative reports that translate campaign outcomes into actionable insights.

According to Vijay Kunduri, managing director, APAC, Dailymotion, Ray marks a key milestone in the company’s transformation, placing AI at the intersection of creativity, performance, and transparency. Kunduri said the platform helps marketers navigate the complexity of modern video marketing with clarity and accountability.

Ray reportedly saves agencies an average of 26 hours per week, boosts engagement by 2.5 times, and increases campaign effectiveness by 70 per cent. Every recommendation on the platform is backed by verifiable, first-party data collected within Dailymotion’s privacy-safe ecosystem, ensuring data integrity and responsible AI use.

Kunduri added that Ray demystifies AI processes by revealing the data and logic behind every audience persona and campaign decision, ensuring marketers understand the reasoning behind each recommendation. The platform reflects Dailymotion’s commitment to transparent, data-driven creativity in video advertising.

Amrutam appoints The Other Circle for national PR and wellness positioning

Amrutam, the Ayurvedic brand certified by the Ministry of AYUSH, has partnered with strategic communications agency The Other Circle (TOC) to strengthen its national presence and build a credible voice in conscious wellness. TOC will manage Amrutam’s pan-India public relations and reputation strategy, with a focus on positioning the brand as a benchmark for ethical, evidence-based Ayurveda.

Rooted in the philosophy ‘Health is Beauty’, Amrutam promotes holistic wellness over cosmetic fixes, remaining aligned with classical Ayurvedic principles. The brand’s women-first mission supports women’s health at every life stage, from puberty to menopause, complemented by content and consultation-led community initiatives.

Co-founder Stuti Ashok Gupta said Amrutam’s approach integrates traditional wisdom with modern relevance: “Beyond our formulations, we’ve built a trusted ecosystem rooted in education, consultation, and community.”

Aakanksha Gupta, founder and CEO of TOC, added that the partnership comes at a time when the global $4.5 trillion wellness industry faces a trust deficit. “Amrutam makes wellness honest again. Our goal is to position it as the gold standard for authentic, high-efficacy Ayurveda built on proof and purpose.”

Alita D’souza, group head – consumer and lifestyle at TOC, highlighted the brand’s authenticity and ethical practices, noting its PETA certification and vegan positioning.

The partnership will roll out a comprehensive communications campaign to increase awareness of classical Ayurveda’s relevance and elevate Amrutam’s leadership in women-centric wellness, aiming to place Ayurveda in a global context driven by ethics, efficacy, and trust.

Scribbld wins digital and performance marketing mandate for Odysse Electric Vehicles

Mumbai-based independent creative and digital agency Scribbld has secured the digital and performance marketing mandate for Odysse Electric Vehicles, one of India’s growing electric two-wheeler brands.

Under the mandate, Scribbld will redefine Odysse’s digital identity and develop a distinct voice aimed at India’s younger, EV-curious audience. The agency will manage end-to-end social media and performance marketing from its Mumbai office, building a cohesive digital presence that highlights Odysse’s focus on innovation, sustainability and relevance in the evolving electric mobility market.

The partnership includes the creation of digital IPs and social-first campaigns that aim to humanise the brand and foster community-driven engagement. The creative approach will emphasise culturally rooted storytelling to make Odysse more recognisable and relatable across digital platforms.

Kajol Bheda, founder of Scribbld, said, “We’re thrilled to partner with a brand that’s driving the electric mobility revolution in India. Being part of Odysse’s journey at such a pivotal time is exciting. We look forward to elevating its digital footprint with creativity, strategy and culture-driven storytelling.”

Nemin Vora, CEO and founder of Odysse Electric Vehicles, added, “We’re excited to collaborate with Scribbld as our strategic marketing partner in driving forward the conversation around electric mobility. Together, we aim to bring a fresh, dynamic energy to our social media presence and inspire a wider audience to embrace a cleaner, more sustainable future.”

Formula 1 and Heineken expand global partnership to deepen fan engagement

Formula 1 has extended and expanded its global partnership with Heineken, building on nearly a decade of collaboration that began in 2016. The renewed multi-year deal reinforces Heineken’s role in enhancing fan experiences both at and beyond Grands Prix.

The partnership will see the F1 Fan Zone rebranded as ‘presented by Heineken 0.0’, with new installations and branding across race weekends. Heineken will also secure naming rights for three Grands Prix each season.

As part of its renewed engagement strategy, Heineken will launch the ‘Heineken Star Fans’ campaign, spotlighting standout fans through digital content, dedicated F1.com features, awards and competitions. The partnership also introduces the sport’s first ‘Season Ticket’, offering one fan and a companion access to every race, with travel and accommodation included. Crafted from carbon fibre, the ticket symbolises innovation and global connection.

The inaugural season ticket holder, Brandon Burgess, gained attention for his personal challenge to attend every 2025 race on a budget while maintaining full-time employment. Heineken plans to offer another fan the same experience next season through F1 Unlocked.

The brand will continue using F1’s platform to promote responsible consumption and its zero-alcohol product, Heineken 0.0, while maintaining trackside branding, hospitality and co-branded activations.

Formula 1 president and CEO Stefano Domenicali said, “Heineken has stood alongside Formula 1 with a shared passion for creating an unrivalled experience for fans. I thank Dolf and his team for their continued support.”

Dolf van den Brink, CEO and chairman of the executive board at Heineken, added, “This new chapter goes beyond sponsorship. It’s about connecting with fans, creating unique experiences, and celebrating F1 fandom worldwide.”

Shivani Shankar joins Endemol Shine India as VP and head of unscripted content

Endemol Shine India has appointed Shivani Shankar as vice president and head – content (unscripted). With over two decades of experience in non-fiction and reality television, Shankar brings extensive creative and production expertise to the role.

Shankar has led several of India’s prominent unscripted formats, including India’s Best Dancer, Dance Deewane, Super Dancer, India’s Got Talent, Hunarbaaz Desh Ki Shaan, Hip Hop India for Amazon miniTV and India’s Best Dramebaaz. She has previously collaborated with major broadcasters such as Sony Entertainment Television, Viacom18, Zee TV and NDTV Imagine.

Deepak Dhar, founder and group CEO, Banijay Asia and Endemol Shine India, said, “Shivani brings an exceptional track record in the unscripted space, having led some of the most successful and loved reality formats in the country. Her understanding of audience sensibilities and creative sharpness make her the perfect fit for this role.”

Commenting on her appointment, Shankar said, “Endemol Shine India has been a powerhouse in shaping the landscape of reality and non-fiction content. I’m thrilled to join the team and look forward to building on its legacy by creating formats and stories that continue to inspire, entertain and connect with audiences across platforms.”

Bloomingdale PR appoints Sanya Jain to lead North India operations

Bloomingdale Public Relations has appointed Sanya Jain as strategic communications lead – north, reinforcing its presence in the capital and strengthening its leadership team.

In her new role, Jain will oversee business expansion, client partnerships, and team development in Delhi, supporting the firm’s focus on building future-ready reputation strategies. Based in New Delhi, she will report to Vikram Kharvi, CEO of Bloomingdale PR.

Jain brings extensive experience across consumer, corporate, crisis and internal communications, having worked with Fortune 500 companies including HP, Google, Microsoft and TikTok. Her portfolio includes leading product launches, brand reinventions and large-scale reputation management initiatives.

Kharvi said, “We’re thrilled to welcome Sanya to lead our Delhi operations. Her diverse experience across consumer and corporate communications, coupled with her strategic thinking, will be crucial in strengthening our presence in one of the most dynamic markets in the country.”

Commenting on her appointment, Jain said, “I’m excited to take on this new role and grateful for the trust placed in me. Bloomingdale has built a strong reputation for its creative and strategic approach, and I look forward to working with our clients and teams to do meaningful, impactful work in Delhi and beyond.”

With this appointment, Bloomingdale PR continues to consolidate its position in Delhi, a priority market in its nationwide growth strategy, as it builds deeper relationships with clients through strategic storytelling and integrated communication practices.

BigCity Promotions expands operations to Australia and New Zealand

BigCity Promotions, India’s full-service sales promotion and loyalty agency, has expanded into Australia with a new office in Sydney. Established in 2006, the agency has delivered over 8,000 programmes for more than 500 global brands including PepsiCo, Unilever, Mondelez, Coca-Cola, Samsung and Amazon.

BigCity specialises in B2C reward marketing, B2B loyalty programmes and gamification-led engagement. The expansion will extend its expertise in large-scale activation, complex reward ecosystems and end-to-end programme management to brands across Australia and New Zealand. Its proprietary platform allows rapid deployment, lower operational costs and real-time performance tracking through its in-house technology and analytics stack.

Gunjan Kumar has been appointed country director and will oversee growth in the region. With 27 years of experience across telecom, banking, retail and FMCG sectors, Kumar brings extensive knowledge of client engagement, loyalty strategy and payments innovation.

Vikas Shah, co-founder of BigCity Promotions, said, “For nearly two decades, BigCity has redefined how brands engage with consumers and trade partners through innovation, technology and storytelling. Australia is a market ripe for transformation, and our goal is to bring the same scale, creativity and speed that have powered some of India’s biggest campaigns to brands here.”

BigCity’s expansion marks its next phase of international growth, extending its gamification-driven marketing model—featuring contests, leaderboards and instant-win formats—to deliver measurable engagement and repeat purchase intent for brands in the region.

Umanshi and Manimala Hazarika launch growth lab for founder-led businesses

Umanshi Marketing & PR has partnered with brand and marketing strategist Manimala Hazarika to launch Founder Vantage, a specialised growth acceleration lab for founder-led and family-run businesses. The initiative targets enterprises ranging from seed-funded startups and INR 50 crore SMEs to INR 1,000 crore family businesses.

The collaboration combines Umanshi’s strength in narrative building, go-to-market activation and digital ecosystem development with Hazarika’s experience in brand purpose and strategic marketing. Together, they aim to bring clarity, discipline and structure to founder-led growth.

Tamanna Gupta, founder of Umanshi, said, “A large part of our business comes from the founder community. We’ve seen founders struggle between instinct and fragmented execution. Founder Vantage is about helping them translate their vision into reality through structured systems, without losing the agility that defines them.”

The lab introduces productised programmes such as Category Design Labs, PR Sprint 90 and Investor Advocacy Packs. These frameworks help founders refine communication, strengthen leadership narratives and enhance market credibility to accelerate growth outcomes.

Hazarika said, “Founder-led and family-run businesses possess conviction and vision, but without structured communication discipline, that vision can remain under-leveraged. Founder Vantage bridges that gap by combining strategic clarity with execution excellence to help founders build trust and define their category narrative.”

Umanshi has previously supported over 120 founder-led businesses across sectors, from legacy companies to emerging scale-ups. This collaboration formalises a shared goal to help entrepreneurs lead markets, build resilient brands and grow through narrative-led strategy.

Atul Projects appoints Piyush Niljikar as head of marketing

Mumbai, 5 November 2025 – Atul Projects has appointed Piyush Niljikar as head of marketing, marking a key step in strengthening its brand presence and driving growth across the Mumbai Metropolitan Region (MMR).

With over 15 years of experience in advertising, brand development and integrated marketing communications, Niljikar brings extensive expertise across creative agencies and real estate firms. His career includes leadership roles at Creativeland Asia and WYP Worldwide, where he managed integrated campaigns for brands such as Mercedes-Benz India, Godrej Cinthol, United Colors of Benetton, ZEE5, ARROW and the TAJ Group.

In real estate, Niljikar served as head of marketing and PR at CCI Projects, where he helped achieve a complete sell-out within 18 months. Most recently, he was with Ashwin Sheth Group, leading the award-winning #SpotTheOrangeDot rebranding campaign and marketing initiatives for the group’s MMR portfolio. His work has been recognised at the Kyoorius Creative Awards, Clio Awards, Goafest, CMO Asia Awards, mCube Awards and Realty Plus Awards.

Aakash Patel, managing director of Atul Projects, said, “We are delighted to welcome Piyush to the Atul Projects family. His extensive experience in brand building and integrated marketing aligns with our vision of redefining luxury living through innovation and quality. Piyush’s leadership will be instrumental in amplifying our brand presence and driving customer-focused campaigns.”

Commenting on his appointment, Niljikar said, “I am excited to join Atul Projects at this pivotal stage. The company’s rich legacy and commitment to quality provide a strong foundation for building a contemporary brand narrative that resonates with customers and drives business growth.”

Niljikar’s strategic focus will integrate Atul Projects’ legacy with creative, data-driven and consumer-centric marketing solutions as the company expands its residential portfolio across the MMR region.

Bobby Sinha appointed India media lead for Amazon Music

Bobby Sinha has been appointed as the new India media lead for Amazon Music. A well-known figure in India’s media and digital landscape, Sinha will lead the platform’s media strategy and execution across the region.

With a career spanning leading roles at Airtel, Spotify and the WPP Group, Sinha brings over a decade of experience in digital growth, brand building and media innovation. Her expertise lies in driving scalable marketing strategies, integrating MarTech solutions and leveraging on-platform performance to deliver measurable impact.

At Airtel, Sinha played a key role in the high-impact launches of Airtel 4G and Airtel Payments Bank, contributing to the brand’s digital transformation and market leadership. During her tenure at Spotify, she was part of the founding launch team for Spotify India, where her strategic initiatives were instrumental in establishing the brand’s early market momentum and long-term growth trajectory.

Her work at the WPP Group further strengthened her cross-platform media expertise, covering SEO, content amplification and audience engagement strategies for diverse categories.

In her new role, Sinha will focus on driving Amazon Music’s integrated media efforts, strengthening its presence and reach in India’s fast-evolving audio streaming market. Her appointment underscores Amazon Music’s continued investment in the region and its ambition to deepen consumer engagement through data-driven and innovative media strategies.

Sinha’s extensive experience as a digital native and growth strategist positions her to shape Amazon Music’s next phase of brand development and audience expansion in India’s competitive streaming ecosystem.

LS Digital launches SynapseSync to address privacy-first performance marketing

LS Digital has introduced SynapseSync under its DataQuark vertical to help brands achieve accurate, privacy-compliant, and omnichannel conversion tracking. The on-premise solution integrates Meta’s Conversion API (CAPI) and Google’s Enhanced Conversions (EC) into one secure system to unify customer data across web, app, and offline touchpoints.

SynapseSync addresses what LS Digital calls the ‘Pixel Problem’—signal loss caused by privacy regulations and fragmented customer journeys. By consolidating first-party data, it enables more accurate attribution and improved campaign optimisation.

Key features include a privacy-first architecture that meets IT governance and InfoSec standards, omnichannel signal capture from digital and in-store activity, and rapid deployment in under three weeks.

Brands using SynapseSync have reported 25–30% lower customer acquisition costs and 10–28% higher attributed conversions, with a two to threefold uplift in return on ad spend (ROAS) through faster learning cycles.

Vinay Tamboli, CEO of DataQuark, said: “Marketers are flying blind as browser pixels fail to capture the full picture. SynapseSync provides a fortified, compliant foundation that transforms first-party data into a sustainable marketing asset.”

Prasad Shejale, founder and CEO of LS Digital, added: “The future of marketing lies in the quality of data, not just spend. SynapseSync offers a unified data stream that enhances compliance, profitability, and performance in the Digital Business Transformation era.”

As the industry adapts to the DPDP regime, LS Digital positions SynapseSync as a strategic infrastructure for data ownership, compliance, and improved ROI.

WolfzHowl appoints Eswara VAN Sharma as consulting director for #StraTech

Behavioural strategy consultancy WolfzHowl has appointed Eswara VAN Sharma as consulting director – #StraTech and brand orchestration for India and ASEAN. The appointment supports the firm’s transition towards #StraTech, combining behavioural insights with technology and AI to drive brand and business growth.

VAN brings over 31 years of experience in leadership, marketing, and strategy across India, the Middle East, and Southeast Asia. His previous roles include leadership positions at Leo Burnett Malaysia, Digital Nasional Berhad, DDB Group Singapore, and NVIDIA India. He has worked with brands such as Mondelez, Emirates, Samsung, and ExxonMobil.

Kalyan Ram Challapalli, founder of WolfzHowl India and partner and head of strategy at WolfzHowl Global, said: “As we expand through #StraTech, we need leaders who can guide our evolution. VAN’s experience and leadership make him the ideal catalyst for our next phase of growth.”

VAN commented: “This role brings together my experience in behavioural science, technology, and brand building. I look forward to shaping WolfzHowl’s #StraTech movement.”

Based in Bengaluru, VAN will lead client relationships and regional growth in Australia and Southeast Asia alongside Waheed Bidiwale and Jean Paul.

The Marcom Avenue secures new mandates across healthcare, industry, and design

Integrated marketing and communications agency The Marcom Avenue has added three new clients across healthcare, industrial, and luxury design sectors: Blue Circle Medi Services, Eastman Impex, and La Sorogeeka Interiors.

For Blue Circle Medi Services, the agency will develop brand identity, messaging, and digital strategy to reinforce its position as a technology-enabled healthcare provider. The mandate includes leadership profiling and multi-channel rollout.

Eastman Impex, a global manufacturer of scaffolding, hand tools, and engineered metal solutions, has engaged The Marcom Avenue for public relations and social media strategy. The focus will be on industry storytelling, media visibility, and leadership positioning.

La Sorogeeka Interiors has appointed the agency to manage its social media presence, showcasing its craftsmanship and expertise in luxury interior design.

Founder and director Divanshi Gupta said the new partnerships reflect the agency’s ability to work across diverse sectors. “Our collaborations with Blue Circle, Eastman, and La Sorogeeka allow us to create brand narratives that inspire trust and connect purpose with performance.”

These wins reinforce The Marcom Avenue’s role as a strategic partner for brands seeking integrated communication and digital marketing solutions.

Billboard India launches in partnership with Other Side Ventures

Billboard has announced its entry into India through a partnership with Other Side Ventures Pvt. Ltd., with media advisor Priyanka Khimani instrumental in the initiative. Billboard India will showcase the country’s growing music industry through charts, lists, editorial content, awards, and events. Offerings will go live in early 2026.

Based in Mumbai, Billboard India will cover the full spectrum of the nation’s music—from film soundtracks to independent artists and diaspora talent—highlighting its cultural and linguistic diversity for a global audience.

Khimani said: “It will be refreshing for India to have one unifying voice to measure and celebrate the success of our music industry. Billboard India aims to provide a data-driven, world-class experience that honours artists’ achievements and fosters national pride.”

Mike Van, CEO of Billboard, added: “India’s music scene is among the most diverse globally. Billboard India will connect this thriving community with our international platform and celebrate its creative breadth.”

The editorial team for Billboard India will be announced in the coming months.

FCB Ulka wins creative duties for Bajaj Almond Drops, No Marks

FCB Ulka, part of FCB India, has been appointed the creative agency on record for Bajaj Almond Drops Hair Oil and Bajaj No Marks, two of Bajaj Consumer Care’s key personal care brands.

The mandate, awarded after a multi-agency pitch, tasks the agency with leading strategic and creative communication across platforms. The partnership aims to strengthen brand relevance and accelerate growth within the beauty and personal care segment.

Sanath R Pulikkal, chief marketing officer, Bajaj Consumer Care, said the agency was chosen for its strategic depth and creative strength. ‘Their understanding of evolving consumer narratives and ability to look beyond the present stood out during the pitch,’ he noted. ‘We look forward to crafting compelling stories that stay true to Bajaj Almond Drops’ legacy of trust and care.’

Kulvinder Ahluwalia, chief executive officer, FCB Ulka, said the win marks a return to a long-standing partnership. ‘This feels like a homecoming, as we worked with Bajaj Almond Drops Hair Oil during its earlier growth phase in the 2000s,’ he said. ‘Both Bajaj Almond Drops and Bajaj No Marks are legacy brands trusted by millions. We’re excited to help shape their next chapter—building on their heritage while unlocking relevance in today’s dynamic beauty and personal care landscape.’

BharatPe appoints Shilpi Kapoor as head of marketing

BharatPe has appointed Shilpi Kapoor as Head of Marketing. She will lead brand strategy, integrated marketing, and digital growth for the fintech company, collaborating with the leadership team to drive expansion and strengthen market presence.

Kapoor joins from Airtel Payments Bank, where she served as Chief Marketing Officer and helped position the company among India’s leading digital banking players. She created the “Safe Second Account” category and scaled monthly transacting users beyond 100 million, contributing to higher customer engagement and brand trust.

With more than two decades in marketing, Kapoor has held senior roles across American Express, Renault, Godfrey Phillips, Bharti Airtel, and Coca-Cola. Her experience spans brand launches, data-led marketing, and consumer insights. At American Express, she led the “Don’t Live Life Without It” campaign, while at Renault, she managed the launch of Renault KWID and oversaw integrated campaigns that built strong brand recall.

Nalin Negi, CEO of BharatPe, said Kapoor’s appointment will support the company’s focus on building a trusted and relevant financial ecosystem for merchants and consumers. Kapoor said her goal is to build a brand that is trusted and culturally relevant, helping BharatPe strengthen its role as a financial growth partner for millions of Indian users.

Creativefuel acquires Recommendation Community and Music Community

Creativefuel has expanded its media and entertainment portfolio with the acquisition of two community-led platforms, Recommendation Community and Music Community.

Launched during the early OTT and cinephile boom in India, Recommendation Community became a hub for conversations around films and series, while Music Community connected listeners and creators across genres through discovery and collaboration.

With this acquisition, Creativefuel strengthens its ecosystem of owned intellectual properties (IPs), which already includes Sarcasm, HalseyIndia, MissMalini, ScrawledStories, and Rupees, among others.

Tushar, founder and chief executive officer, Creativefuel, said the acquisition enhances the company’s ability to create culturally relevant content. ‘As more of our clients come from OTT platforms and production houses, this move helps us connect creative communities with storytellers shaping India’s entertainment landscape,’ he said.

Co-founder Nikhil described Creativefuel as evolving into ‘a true house of brands for the internet’. Vice president – operations and acquisitions, Sree, added that both properties complement the agency’s existing IP network, helping build a more connected ecosystem.

Aseel Sab, one of the founding members of the two communities, will continue to guide their creative direction under the Creativefuel umbrella. The move aligns with the company’s strategy to grow its cultural footprint by integrating communities representing India’s evolving digital audience.

HMD Global elevates Abhishek Ranjan to CMO for India and APAC

HMD Global has promoted Abhishek Ranjan to chief marketing officer for India and the Asia-Pacific region. Ranjan previously served as head of brand marketing since October 2022, where he led brand transformation initiatives, product campaigns, and strategic market launches.

With more than 17 years of experience, Ranjan has held senior roles at TECNO Mobile India, Philips Mobiles, Celkon, Logitech, Micromax, and Samsung. At HMD, he played a key role in unveiling HMD as an independent phone brand in India and APAC, and led marketing for new product lines such as Crest and Fusion.

In his new role, Ranjan will oversee marketing, communications, and brand strategies across the region, focusing on innovation-led growth and digital-first engagement. His remit includes strengthening HMD’s appeal among Gen Z and millennial consumers and reinforcing the brand’s human-centric positioning.

Mudramax appoints Atrayee Chakraborty as senior vice president – strategy

Mudramax has appointed Atrayee Chakraborty as senior vice president – strategy. She will report to Navin Kathuria, executive vice president, and lead the agency’s human-centric media strategy driven by data and insight.

Chakraborty brings over 20 years of experience across India and international markets. Before joining Mudramax, she was Knowledge and Strategy Partner at Lodestar UM, where she developed future-ready planning frameworks. She has also held leadership roles at EssenceMediacom and Red Fuse Communications, partnering with brands including Colgate-Palmolive and D2C players across Asia.

Kathuria said Chakraborty’s appointment will strengthen the agency’s strategic media capabilities, combining technology and creativity for next-generation media solutions. Chakraborty described the role as an opportunity to merge creativity and strategy for client growth. Beyond her professional career, she is a certified Spiritual Life Coach, author of Soul Compass, and an artist.

Zurich Kotak brands Goregaon East Metro station in Mumbai

Zurich Kotak General Insurance has branded the Goregaon East station on Mumbai Metro Line 7 as Zurich Kotak Goregaon East. Located near NESCO, the station connects major residential and business areas such as Goregaon and Andheri, improving commuter accessibility. The station, adjacent to the company’s head office, serves as a key mobility hub in the city.

Alok Agarwal, managing director and chief executive officer, Zurich Kotak General Insurance, said the Mumbai Metro represents India’s mobility revolution and reflects the company’s commitment to progress and resilience.

Surabhi Kanjilal, chief marketing officer of the company, added that metro stations are part of daily life and provide touchpoints for brand engagement. She said the initiative reflects Zurich Kotak’s aim to be present ‘through thick and thin’ with consumers and build an innovative, future-ready insurance brand combining Zurich’s global expertise with Kotak’s local insight.

Warner Music India names Vikram Kulkarni as chief financial officer

Warner Music India has appointed Vikram Kulkarni as chief financial officer, strengthening its leadership team in India and South Asia. He brings over 17 years of experience in finance, strategy, and governance across global and Indian enterprises. Before joining Warner Music India, Kulkarni was Finance Controller at Thermo Fisher Scientific, supporting its India and South Asia leadership team on growth and operational efficiency. He has also worked with Ernst & Young and Welspun Group.

Kulkarni said he was honoured to join the company at a pivotal time for India’s music industry and looks forward to driving sustainable growth and strengthening financial governance. Jay Mehta, managing director, Warner Music India & SAARC, said Kulkarni’s expertise aligns with the company’s ambition to empower creativity and enable sustainable success in the evolving market.

Zupee acquires Australian AI startup Nucanon for storytelling platform

Zupee, India’s social gaming and entertainment platform, has acquired Nucanon, a Sydney-based startup specialising in AI-driven interactive storytelling. The deal marks a first-of-its-kind collaboration between India and Australia in digital entertainment.

Nucanon’s proprietary world-building AI engine enables dynamic storytelling where characters evolve based on player choices. The acquisition will form the foundation of Zupee’s new interactive storytelling vertical, merging its gaming scale with Nucanon’s AI and narrative expertise.

Dilsher Singh Malhi, founder and chief executive officer, Zupee, said the partnership aims to redefine how audiences experience stories by merging cinematic emotion with gaming interactivity. Nilushanan Kulasingham, chief executive officer, Nucanon, said the company’s goal is to build AI that understands story structure rather than merely generating content.

Nucanon’s founding team will lead product innovation from Zupee’s India headquarters. The collaboration reinforces India’s growing role as a hub for gaming and digital entertainment innovation.

Mobavenue adds Microsoft’s Ben John to advisory board

Mobavenue has appointed Ben John, vice president of engineering at Microsoft AI, to its Advisory Board. In this role, John will advise on AI-led innovation, deep-tech architecture, and go-to-market strategies to strengthen Mobavenue’s global operations.

John has more than 20 years of experience building large-scale technology and advertising platforms. At Microsoft, he leads the AI CoPilot data platform, developing personalised AI experiences for consumers and enterprises. Previously, he served as chief technology officer at AppNexus, led its merger with AT&T, and co-founded Xandr. He was instrumental in Xandr’s sale to Microsoft in 2022, where he helped integrate Microsoft Ads and develop the Microsoft–Netflix advertising partnership. He holds a Ph.D. in Computer Science specialising in machine learning and big data mining and also founded the Invest to Impact Network Foundation (ITOI), a non-profit focused on technology for social good.

John said Mobavenue’s clarity of vision and rapid innovation reflect its commitment to solving real-world problems with AI and data. Ishank Joshi, managing director and chief executive officer, Mobavenue, said John’s appointment validates the company’s global ambitions and will strengthen its innovation and partnership agenda as it expands from India to international markets.

Criteo appoints Edouard Dinichert as chief customer officer

Criteo has named Edouard Dinichert as chief customer officer, effective 1 December 2025. Based in New York City, he will report to chief executive officer Michael Komasinski and lead global sales and operations for Criteo’s Performance Media business.

Dinichert will focus on driving commercial growth and client success across the company’s global network. He said Criteo’s two-decade focus on measurable performance positions it uniquely to connect all aspects of commerce through AI and data-driven insights.

With more than 20 years in advertising and technology, Dinichert most recently served as Chief Revenue Officer at TripleLift, where he expanded creative SSP offerings across retail media, CTV, and curated data solutions. He was also part of the Office of the CEO between July 2024 and January 2025.

Before that, Dinichert spent over a decade at Amazon, where he launched Amazon Advertising in France and later led the global Ad Tech Sales & Services organisation. His work spanned Amazon DSP, Amazon Ad Server (formerly Sizmek), and Amazon Marketing Cloud, integrating privacy-aware solutions across CRM, media, and analytics. His appointment underscores Criteo’s continued focus on performance-driven innovation and strengthening client relationships globally.

Altamash Khan joins Pantaloons as head of media and digital marketing

Aditya Birla Fashion and Retail Ltd. (ABFRL) has appointed Altamash Khan as head of media and digital marketing for its fashion retail brand Pantaloons. The appointment comes as Pantaloons expands its digital footprint and brand engagement across India.

Khan brings over 15 years of experience in digital transformation and marketing. He joins from Raymond Lifestyle, where he led digital initiatives across the company’s fashion brands, driving growth through data-led strategy, influencer collaborations, and content marketing.

Prior to Raymond, Khan managed digital marketing for Kellogg’s India, overseeing integrated campaigns and brand engagement. He also worked with Godrej Consumer Products, where he played a key role in advancing digital adoption and data-driven marketing.

Khan’s work has received over 60 industry awards, and he has served as a juror and speaker at leading advertising and marketing events. His appointment is expected to strengthen Pantaloons’ digital presence and reinforce its consumer engagement strategy in an increasingly competitive retail landscape.

KidZania India appoints Piyush Patkie as Head (West) for strategic brand partnerships

KidZania India has appointed Piyush Patkie as Head (West) for strategic brand partnerships. In his new role, Patkie will lead brand partnerships and revenue growth, focusing on expanding sponsorships and developing experiential marketing collaborations with brands.

Patkie brings over 15 years of experience in the media and entertainment sector, with expertise in brand solutions, integrated sales, and digital innovation. He has worked with Zee Entertainment Enterprises, Network18, and Radio Mirchi, where he led branded content, IP sponsorships, and multi-platform marketing initiatives.

Tarandeep Singh Sekhon, chief business officer, KidZania India, said Patkie’s experience will help the company strengthen its brand partnerships and create new opportunities for engagement. Patkie said he looks forward to building brand collaborations that merge learning with entertainment and deliver memorable experiences for families.

First Sight wins Killer Jeans’ performance marketing mandate

Integrated growth agency First Sight has secured the performance marketing mandate for Killer Jeans, a leading denim brand under Kewal Kiran Clothing Ltd. (KKCL). The agency will oversee digital growth across Meta and Google, managing paid media strategy, creative performance campaigns, and data-led funnel optimisation to scale Killer’s D2C business.

The account will be serviced from First Sight’s Bengaluru office with a team specialising in media buying, analytics, and CRO. Founders Akshay and Deepak Khirodwala aim to accelerate Killer’s digital journey, while the brand’s Pankaj Ji highlighted the agency’s balance of performance and storytelling. First Sight’s portfolio includes Nike, Aditya Birla, Smoor Chocolates, Two Brothers Organic Farms, Sri Sri Tattva, and TruNativ.

Richa Vaidya joins T-Series as deputy general manager – music marketing

T-Series has appointed Richa Vaidya as deputy general manager – music marketing. With nearly 12 years of experience, she joins after a 2.9-year stint at JioHotstar (formerly JioCinema), where she led digital-first marketing for original series and major campaigns. At T-Series, she will focus on shaping the next phase of music marketing. Her previous work has earned recognition from ET Kaleido, India Digital Awards, Adgully Awards, and Viacom18 MAD Awards, reflecting her track record in driving impactful content strategies.

Kult appoints Adyasha Roy Tomar as head – creative and brand communication

Kult, a beauty-tech platform, has appointed Adyasha Roy Tomar as head – creative and brand communication. With over 12 years of experience, Tomar has crafted campaigns blending culture, commerce, and identity across television, digital, print, and experiential media. Her portfolio includes work for Anmol Jewellers, Daawat, Taco Bell, Air India, and British Airways. At Kult, Tomar will lead creative strategy and narrative development, working with product, tech, and marketing teams to strengthen the brand’s inclusive, intelligence-led beauty positioning.