Moves and wins roundup: Week of 12 May

Kinetic Group appoints Value 360 for communications mandate

Kinetic Group has partnered with Value 360 Communications to manage its public relations and integrated communications strategy. The automotive manufacturing company aims to strengthen media presence and support brand visibility for its products through this engagement. Value 360 will lead communication efforts across platforms, contributing to brand narrative development and stakeholder outreach. The partnership aligns with Kinetic's plans to scale its communications strategy as it expands operations in the mobility sector. Both companies will collaborate on strategic messaging and media engagement initiatives to support Kinetic’s business priorities and public image.

Ramachandran Venkatasubramanian steps down as Havas Play COO

Ramachandran Venkatasubramanian has exited his position as chief operating officer of Havas Play. He had taken on the role last year, around the time Havas launched the specialised sports, content and entertainment division in India and other key markets. Venkatasubramanian was involved in developing the unit’s presence and spearheaded several IPs and initiatives during his tenure. His departure comes amid an ongoing restructuring at Havas Media Network India. His previous roles include leadership positions at Lintas Media Group, MPG, Initiative Media, and various senior roles at Havas Media Group before moving to Havas Play.

Punt Partners appoints Harsh Shah as managing director

Punt Partners has appointed Harsh Shah as managing director of Punt Creative, its creative services division. He has nearly two decades of experience in brand strategy and integrated campaigns. Shah previously held leadership roles at agencies including VML (formerly Wunderman Thompson) and Dentsu Webchutney. His client portfolio includes Meta, Google, YouTube, Uber, Flipkart, HUL, P&G, Marico, Tinder, and Tanishq. Shah has also been associated with award-winning work at global advertising festivals. Punt Creative is part of Punt Partners' broader focus on marketing transformation, which spans martech, artificial intelligence, and creative technology. Shah will be responsible for scaling the agency’s creative mandate.

Brand Raga repositions as 360° marketing consultancy

Brand Raga has repositioned itself as a 360° marketing consultancy, introducing a proprietary model called YouFlexible. The model aims to offer customised marketing strategies combining brand strategy, digital marketing, political communications, creative content, and on-ground execution. The agency’s focus remains on tier 2 and tier 3 markets, where it claims to have delivered measurable outcomes for government clients, political campaigns, and regional brands. Notable activities include work for Karnataka’s Janaparashakti campaign and emergency fundraising during the 2019 floods. Brand Raga plans to continue targeting clients requiring integrated marketing efforts across regional and underrepresented markets.

Elephant Design launches new identity after 36 years

Design consultancy Elephant Design has unveiled a new brand identity to mark its 36th year in the industry. Founded in Pune in 1989 by Ashwini Deshpande, Ashish Deshpande and Partho Guha, the agency has operated across sectors including FMCG, healthcare, and consumer durables. The refreshed visual identity includes a new wordmark and a Devanagari version, aiming to represent both local roots and global relevance. The updated branding is being rolled out through a new website, with other brand assets to follow. The firm states the new design reflects its evolving positioning and design principles.

Mashrise to handle monetisation for IntrCity and RailYatri

Mashrise has been appointed as the official monetisation partner for Stelling Technologies’ travel platforms, RailYatri and IntrCity SmartBus. The mandate includes digital and offline monetisation across both platforms. Mashrise will manage advertising strategy, covering branded content, performance marketing, in-app ad integrations, transit media, and ground activations. The partnership aims to streamline revenue-generation opportunities across the company’s commuter touchpoints. RailYatri operates in the train travel space, while IntrCity provides intercity bus services. Both platforms are expected to benefit from consolidated efforts to create consistent and scalable monetisation systems using their user base and on-ground presence.

AU Small Finance Bank ends Kiara Advani partnership

AU Small Finance Bank has concluded its brand association with actor Kiara Advani, effective 19 March 2025. Advani had been the face of the bank’s ‘Badlaav Hum Hai’ (We are the change) campaign, including the ‘Soch badlo aur bank bhi’ (Change your thought and your bank too) initiative launched in October 2023. The bank has issued a clarification asking media outlets to refrain from linking Advani with the brand in future communications, advertisements, or content. This statement aims to prevent potential misrepresentation or unauthorised associations following the formal end of the endorsement agreement. No further campaigns or appearances featuring Advani are planned by AU Small Finance Bank.

Burson to handle communications for Honda Cars India

Keenai Wealth names 22Feet Tribal Worldwide as creative partner

Keenai Wealth has appointed 22feet Tribal Worldwide as its creative agency as it prepares for its official brand launch in May. The partnership will focus on developing a distinct brand and visual identity aligned with Keenai’s strategic goals. The agency will assist Keenai in enhancing its brand fundamentals through design, language, and customer experience. The collaboration is expected to support the platform’s positioning as a differentiated player in the wealth management sector. Keenai Wealth provides personalised wealth management services, offering institutional-grade investments and AI-driven advisory solutions. The company aims to present a human-centric and insight-led approach in a segment often perceived as transactional. 22feet Tribal Worldwide is part of the DDB Mudra Group and specialises in digital creative services. The agency brings experience in building digital-first brands and is known for its work in strategic storytelling and user-focused design.

Genefied appoints Bhavana Khera as CMO

Genefied has appointed Bhavana Khera as its chief marketing officer. She will lead the firm’s global marketing strategy, covering brand positioning, digital campaigns, product marketing, and communications. Khera brings over 15 years of experience in strategic marketing, B2B branding, and growth leadership across SaaS, telecom, and media sectors. At Genefied, she will focus on expanding the company’s presence in the enterprise loyalty ecosystem and strengthening its marketing engine across geographies. Khera’s immediate responsibilities include refining the brand identity and launching campaigns for flagship products. Over the long term, she is expected to drive innovation, enhance brand equity, and expand into new customer segments. Genefied recently hosted RESCCON 2025, a retention and scalability conference, where it unveiled an AI-based business co-pilot designed for enterprise workflows. The event featured over 250 leaders, more than 100 consumer brands, and participation from companies such as Emami, Nestlé, Parle Biscuits, and Tata Cliq.

JSW Steel appoints Nikita Saxena as the head of digital marketing

Nikita Saxena has been appointed as the head of digital marketing at JSW Steel. She shared the development via a LinkedIn post. Saxena joined JSW Steel after more than seven years at Mindshare, where she held the role of Senior Media Director. Her career spans over a decade and includes experience in digital strategy, media planning, e-commerce, and performance marketing. In previous roles, Saxena worked with firms such as Neo@Ogilvy, Interactive Avenues, Starcom Mediavest Group, and Impetus Infotech India. Her expertise includes aligning media strategy with business objectives and managing large-scale digital investments. This move is part of JSW Steel’s ongoing efforts to strengthen its digital presence and marketing capabilities.

IndiaFirst Life names Manallii Ajmera-Metalia as VP and corporate communications head

IndiaFirst Life has promoted Manallii Ajmera-Metalia to vice president and head for corporate communications, employee experience, and content. Ajmera-Metalia joined IndiaFirst Life in 2019 as deputy vice president and head of corporate communications. She has over 20 years of experience in communications, public relations, advertising, and e-learning. Before IndiaFirst Life, she held senior communication roles at Kotak Mahindra, Edelman, and Ogilvy. Her elevation reflects her role in shaping internal and external communications at the company.

Madison Media Alpha wins Zouk’s media mandate

Madison Media Alpha has been appointed as the media agency of record (AOR) for lifestyle brand Zouk, following a multi-agency pitch. The agency, part of Madison World, will manage Zouk’s traditional and digital media responsibilities. The appointment aligns with the launch of Zouk’s new brand campaign across platforms such as the Indian Premier League (IPL), Connected TV (CTV), Google, and Meta. Under the terms of the deal, Madison Media Alpha will strive to broaden Zouk’s reach among younger, design-conscious consumers. Founded in 2016, Zouk is a Mumbai-based direct-to-consumer brand offering vegan bags and accessories. The company operates in the $17 billion online fashion and lifestyle market through its website, app, and e-commerce platforms including Amazon, Flipkart, Myntra, and Nykaa, along with quick-commerce services such as Blinkit and Zepto. With over 15 lakh customers across India and abroad, Zouk is backed by Titan Capital and the founders of Beardo and Mamaearth. The business is seed-funded and profitable.

EndemolShine India partners with Mediascope

EndemolShine India, part of Banijay Entertainment, has entered the branded entertainment sector in partnership with Mediascope to focus on advertiser-funded programming (AFP) and brand integration. The move marks a strategic business expansion for the content production company, which is part of Banijay Entertainment. The collaboration will develop content formats where brand narratives are integrated into storytelling across various media platforms. This initiative is aligned with Banijay Entertainment’s global expansion in branded entertainment, supported by its dedicated division, Banijay Branded Entertainment (BBE). EndemolShine India aims to create original intellectual properties and premium content co-developed with brands. Mediascope brings four decades of experience in content-driven brand solutions and will support the initiative through its expertise in brand partnerships and media strategy. EndemolShine India has produced over 800 hours of scripted and non-scripted content, including shows such as Bigg Boss, Khatron Ke Khiladi, and MasterChef India. The company is active across both broadcast and streaming platforms. Mediascope offers customised content and media solutions spanning digital, print, and experiential platforms.

Primex retains PR mandate for CLEAR Premium Water

Primex Media Services has retained the public relations mandate for CLEAR Premium Water for the third consecutive time. The Surat-based agency will continue to manage media relations, content development, press conferences, media monitoring, and crisis communication for the packaged water brand. The renewed mandate underscores the growing importance of consistent and strategic PR in shaping brand reputation. CLEAR Premium Water, a player in the bottled water segment, serves over 1,600 clients in the hospitality and airline sectors and has a retail presence across more than 175,000 outlets nationwide. Primex has supported CLEAR Premium Water’s brand positioning and communication strategies in previous terms.