Moves and wins roundup: Week of 17 March

Bumble names Pracheta Mazumdar as marketing lead

Bumble Inc has named Pracheta Mazumdar as its marketing lead. Mazumdar joined the company in May 2022 as a senior brand marketing manager. She holds over a decade of experience in advertising and brand management. Throughout her career, she has worked with organisations such as Ogilvy & Mather, The Walt Disney Company and Shopmatic.

Mazumdar announced the appointment through her LinkedIn update. The appointment is part of the company’s ongoing review of its marketing operations. In her new role, Mazumdar is expected to oversee the company’s marketing functions and drive strategic initiatives across campaigns.

Authentic Brands Group names Sanjeet Mehta as India head and EVP

Authentic Brands Group has appointed Sanjeet Mehta as executive vice president and head of India. A former Disney executive, Mehta has over 25 years of experience in retail, sales, and business development.

In his new role, Mehta will oversee Authentic’s strategy in India, focusing on brand expansion, partnerships, and revenue growth. He will work closely with the regional president of EMEIA, Henry Stupp to strengthen and extend Authentic’s footprint in this key market.

Previously, he led Disney’s consumer products and retail business across South Asia, the Middle East, and North Africa. Authentic aims to strengthen its presence in India’s growing market under his leadership.

Bloomberg partners with Brandwidth Mediaè to expand in South Asia

Bloomberg Media has formed a partnership with Brandwidth Mediaè to extend its reach in South Asia. The collaboration aims to bring Bloomberg's financial insights to audiences across the subcontinent. Bloomberg, known for its real-time news and market intelligence, will introduce its offerings, including Bloomberg TV, Bloomberg TV+, and Bloomberg Originals, to enhance its presence in the region.

Brandwidth Mediaè, a content, technology, and media sales company, will support the distribution and promotion of Bloomberg’s content. The partnership is expected to strengthen Bloomberg's position as a leading source of business and finance information in the region. Brandwidth Mediaè has established partnerships with global brands such as CNN, Al Jazeera, and TV Today. The collaboration with Bloomberg is poised to significantly enhance Brandwidth Mediaè’s footprint in the media landscape across South Asia.

Bloomberg’s content, powered by a global team of over 3,000 journalists and analysts, will be made available on multiple screens, further diversifying its presence in the rapidly growing South Asian media market. This strategic move is expected to bring real-time financial news and deep market insights to a broader audience in the region.

Green Practices hires ElleQuinn Communications for sustainability PR

Green Practices, a waste management company based in Mumbai, has teamed up with ElleQuinn Communications to amplify its sustainability efforts. The partnership will help raise awareness about responsible waste management practices among businesses, policymakers, and eco-conscious consumers.

Green Practices, which handles eight to nine tonnes of waste daily, offers tailored solutions to a variety of clients, including Reliance Smart, Colgate-Palmolive, and Swiggy Instamart. With ElleQuinn Communications handling public relations, the collaboration aims to position Green Practices as a leader in India’s waste management sector and drive awareness about eco-friendly waste solutions.

The company focuses on integrating sustainable practices in everyday business operations, contributing to a cleaner environment. Through media engagement and targeted campaigns, the partnership with ElleQuinn will increase Green Practices' visibility and reinforce its position in the sustainability landscape. The alliance comes at a time when businesses in India are increasingly prioritising sustainability.

PR Pundit Havas Red wins communications mandate for Macha Tea

PR Pundit Havas Red has been appointed as the communication partner for Macha Tea. Founded in 2016 in Gurugram, Macha Tea has grown into a prominent national brand offering a range of premium teas. The brand’s portfolio includes varieties like Gold, Classic, and Elaichi, catering to tea enthusiasts across India.

Macha Tea’s partnership with PR Pundit Havas Red aims to further elevate its presence in the competitive FMCG sector. The brand’s association with Bollywood star Madhuri Dixit, who has been its ambassador since 2024, is expected to strengthen its appeal to a broader audience.

Macha Tea operates its manufacturing unit in Manesar, Gurugram, and continues to expand its footprint in India’s growing tea market. With PR Pundit Havas Red on board, the brand aims to enhance its visibility and reach through strategic public relations efforts, ensuring it connects with tea lovers across the country.

The collaboration marks an important step in Macha Tea’s journey as a leading player in the national FMCG market.

Authentic partners with Brand Concepts to bring Juicy Couture to India

Authentic Brands Group has partnered with Brand Concepts Ltd. to introduce Juicy Couture handbags and lifestyle accessories in India. The collection will feature a range of handbags, including satchels, hobos, and clutches, along with luggage, backpacks, and other fashion accessories tailored for the Indian market.

Brand Concepts will oversee the design, manufacturing, and distribution of Juicy Couture products, which will be available through dedicated stores, retail outlets, and e-commerce platforms like ShoppersStop. This partnership aims to bring Juicy Couture’s signature style and glamour to India, a market with a growing demand for high-quality fashion brands.

The Juicy Couture collection is set to launch in India in the first quarter of 2025. Authentic Brands Group, which owns a portfolio of over 50 global brands, sees India as a key market for expanding Juicy Couture's presence. The brand’s playful designs and bold colours are expected to resonate with young, fashion-conscious consumers in India.

CloudTV partners with MediaTek to expand TV OS reach in India 

CloudTV, India’s first homegrown smart TV operating system (OS) brand, has partnered with global chipset provider MediaTek to enhance the integration of Android-based OS for Indian TV brands. The collaboration aims to streamline the manufacturing process for original equipment manufacturers (OEMs) by offering a turnkey solution that combines CloudTV’s OS with MediaTek’s system-on-a-chip (SoC) technology. This move is expected to reduce time and costs for TV brands, accelerating their market entry. 

The partnership makes CloudTV fully compliant with Android’s Compatibility Test Suite (CTS), ensuring consistent performance across Android devices. The OS will now support Android 14 and offer improved security and functionality. Additionally, the CloudTV platform will provide access to free-to-air channels, delivering digital-quality content without subscription fees. 

The deal is likely to boost CloudTV’s market share in India’s connected TV industry, which is experiencing rapid growth. With pre-certified apps such as YouTube, Prime Video, and JioHotstar, CloudTV aims to offer an affordable, feature-rich TV experience. 

By collaborating with MediaTek, CloudTV seeks to strengthen its position in the Indian smart TV market, making premium content more accessible and expanding opportunities for local manufacturers. 

Better Nutrition appoints Adgcraft as PR partner 

Biofortified food brand Better Nutrition has appointed Adgcraft as its public relations (PR) partner to strengthen its media presence across India. The agency will manage all PR activities, including planning, execution, and media outreach, to promote Better Nutrition’s offerings and enhance its visibility. 

Better Nutrition, known for its nutrient-rich grains addressing dietary deficiencies, has previously secured investment from figures such as Olympic medallist PV Sindhu and MasterChef Pankaj Bhadouria. The brand was also featured on Shark Tank India season 4. 

Through this partnership, Adgcraft aims to highlight Better Nutrition’s efforts to promote healthier diets with biofortified grains enriched with zinc, iron, protein, and calcium. The collaboration is also expected to support Better Nutrition’s goal of expanding its consumer base. 

Better Nutrition works with over 15,000 farmers to cultivate biofortified crops using sustainable farming practices. The company aims to make nutrient-rich grains accessible to Indian households, promoting improved health and immunity without significant dietary changes.

Tecno Mobile partners with Kolkata Knight Riders for IPL

Tecno Mobile has partnered with Kolkata Knight Riders (KKR) for Indian Premier League (IPL) 2025. The collaboration is part of Tecno’s #SignalJeetKa campaign, which promotes seamless connectivity and celebrates the passion of cricket fans. 

Tecno’s campaign aims to keep viewers connected during matches, highlighting the brand’s smartphones designed for uninterrupted performance. The partnership will feature joint promotional activities, including digital campaigns and fan engagement initiatives. 

KKR, a three-time IPL champion, is one of India’s most popular franchises. The team’s slogan ‘Korbo Lorbo Jeetbo’ (we will do, fight, and win) resonates with Tecno’s ‘Stop at Nothing’ ethos, symbolising determination and resilience. 

The partnership reflects Tecno’s strategy to engage with India’s youth and cricket enthusiasts. By leveraging its technology and aligning with a major sports brand, Tecno aims to strengthen its market presence and connect with a broader audience. 

Deloitte and CleverTap partner to transform customer engagement 

Deloitte India has partnered with customer engagement platform CleverTap to enhance enterprises' customer retention strategies through AI-driven analytics and real-time insights. The alliance aims to help businesses deliver personalised experiences and optimise customer interactions across sectors, including retail, financial services, and e-commerce. 

The partnership will enable companies to use CleverTap’s AI-powered automation and Deloitte’s digital strategy expertise to create scalable, data-driven customer engagement models. The collaboration will focus on developing industry-specific solutions and co-marketing initiatives. 

In the short term, the two companies will roll out pilot projects and conduct joint training sessions. Over the mid-term, they plan to expand their solution offerings and market reach. In the long run, the partnership aims to establish co-innovation labs and form new strategic alliances to drive growth. 

By combining Deloitte’s advisory capabilities with CleverTap’s technology, the collaboration seeks to help enterprises strengthen customer relationships, boost retention, and accelerate digital transformation.

Coca-Cola names Kasturi Paladhi as external communications lead

Hindustan Coca-Cola Beverages has appointed Kasturi Paladhi to lead the company's external communications. In her new role, she will be part of the company's public affairs, communications, and sustainability (PACS) team, an integrated unit focused on building corporate reputation.

While leading PR and social media for the brand, Paladhi will engage with government bodies, policymakers, and communities, among other groups.

Before joining Hindustan Coca-Cola Beverages, she worked as assistant vice president at Protean eGov Technologies. During her 15-year career, she has worked in leading companies including CoinSwitch, Xiaomi India, Black Shark, MSL Group, Charities Aid Foundation (CAF) India, Genesis Foundation, Genesis Burson-Marsteller, and Fever 104 FM, among others.

Grapes Worldwide wins digital mandate for LivWell

Grapes Worldwide has secured the digital mandate for LivWell, an integrated communication agency that will now manage the brand’s digital strategy and overall communications. The agency’s Bengaluru team will focus on strengthening LivWell’s digital presence and refining its branding and positioning.

Grapes Worldwide will oversee LivWell’s full digital responsibilities, including the integration of owned, earned, and paid media to increase brand visibility. The agency will also manage the user interface (UI) and user experience (UX) design for LivWell’s website, aiming to provide a user-friendly and visually appealing online experience.

The collaboration is intended to support LivWell’s long-term growth by enhancing customer engagement and creating a stronger connection with its target audience. The partnership also seeks to expand LivWell's market presence and drive deeper brand loyalty.

ADK Global India partners with PR Stop

ADK Global India has partnered with Mumbai-based PR firm The PR Stop to enhance its creative and technology-driven brand visibility. The collaboration aims to strengthen ADK’s market presence by leveraging PR Stop’s expertise in storytelling, media relations, and strategic communication.

The partnership is designed to promote ADK Global India’s position as a challenger agency offering integrated marketing solutions. The agency specialises in data-driven creativity, technology, and user-centric design, providing services such as UI/UX, social media management, content creation, and search optimisation. Through the partnership, The PR Stop will highlight ADK’s work to media and industry stakeholders, showcasing its impact on customer engagement and business growth.

ADK Global India works with clients including Tata Motors, Sterling Holidays, Croma, and the Internet and Mobile Association of India (IAMAI). The PR Stop brings experience across sectors such as edtech, recruitment, not-for-profits, and diversity, equity, and inclusion (DE&I), providing content development, crisis management, and strategic counsel. 

The Trade Desk names Preetha Athrey as brand marketing director

The Trade Desk has appointed Preetha Athrey as the director of brand marketing. With over 20 years of experience in marketing and digital brand strategy, Athrey has led diverse marketing teams and developed social and digital programmes in more than 20 markets in Asia Pacific, the Middle East, and Africa.

Prior to joining The Trade Desk, Athrey was the co-founder of Tap In Tribe and previously worked as director of global business marketing for Asia Pacific at X.

At X (previously Twitter), she was instrumental in developing the company’s business brand in the region and was a key member of the JAPAC Leadership Council. During her career, Athrey has also worked in many other top companies including Airtel, Radio Mirchi, Turner Broadcasting, Apollo Tyres, and India Today, across business development, sales, and brand innovation domains.
 

Zeno India appoints Anmol Jalta as digital lead

Zeno India has appointed Anmol Jalta as its digital and creative lead to strengthen its digital strategy and creative capabilities. In this newly created role, Jalta will oversee the agency’s digital vision, driving creative storytelling and insight-led campaigns.

Jalta brings experience in digital marketing, content strategy, and brand storytelling, having worked on campaigns for Reckitt, Adobe, Mastercard, Motorola, and Intel. Prior to joining Zeno, she led content marketing at B2B tech firm MathCo, managing omnichannel campaigns with a focus on impact-driven results.

Her appointment aligns with Zeno India’s strategy to enhance its creative and technological capabilities in response to the evolving digital landscape. The agency aims to create campaigns that blend creativity, data, and technology to deliver measurable business outcomes.

Zeno India is part of the global communications agency Zeno Group, which provides integrated PR and marketing services.

Gamerji launches Sportsdraft for Esports users

Gamerji, an esports tournament platform, has launched Sportsdraft, a sports gameplay that uses an IPL-style virtual auction for drafting players and forming teams. Registered users can join leagues or play single matches to build squads and earn rewards based on match outcomes.

The game is a non-fantasy, non-RMG product designed in-house by Gamerji. A beta phase saw 35% participation from the user base, with the official launch scheduled for next week. Gamerji was founded in 2019 by Soham Thacker. The platform hosts over 1,400 tournaments daily and serves 1.67 crore users in India and MENA, with plans to reach three crores within the next year.

In Sportsdraft, each player is assigned a base price and bidding occurs within a timed window. Points earned in gameplay can be exchanged for rewards. The India esports market reached US$200.7 million in 2024 and is projected to reach US$919 million by 2033 at a compound annual growth rate of 18.42% between 2025 and 2033. Gamerji aims to bridge the gap between amateur and professional gamers and enhance competitive play and user engagement in the esports sector.

MagicCircle launches 'Restless' content division

MagicCircle Communications has launched Restless, a content division aimed at addressing current market needs, and appointed Shray Chawla, Akshit VS, and Angira Lahiri to lead its operations. The division is designed to provide content solutions across platforms for brands responding to changes in media consumption.

MagicCircle, led by Hemant Misra and Dheeraj Renganath, has also involved Associate Partner and Chief Operating Officer Ashit Chakravarty in the new division’s launch. Restless will focus on delivering content that meets market requirements in a measurable way. The move comes as MagicCircle expands its portfolio in marketing communications, serving clients in sectors such as travel, retail, and digital services.

The company, based in Gurgaon, has managed communications for major brands over several years. The launch of Restless is part of a broader strategy to consolidate offerings and adjust to evolving consumer behaviour and media channels. The new division is expected to enhance MagicCircle’s capacity to produce content that supports brand engagement and market presence in a competitive communications landscape.

Times Music acquires two record labels

Times Music has acquired two record labels, Symphony Recording Co and ARC Musicq. The acquisition is the first since its partnership with Primary Wave Music. Symphony Recording Co holds a catalogue in the devotional segment, while ARC Musicq operates in the Kannada music market with film soundtracks and folk music. The acquisitions add catalogues to Times Music’s portfolio amid shifts in consumption and distribution methods.

Times Music, a subsidiary of The Times Group, operates in segments including Bollywood, regional and non-film music. The move follows market changes as consumer preferences shift and digital platforms increase their share of consumption. The partnership with Primary Wave Music provided capital to support growth. The acquisition aligns with Times Music’s strategy to consolidate share and respond to changes in channels, both digital and physical.

The integration of these catalogues is expected to add to revenue and market stability. Times Music aims to address shifts in consumer behaviour and enhance its portfolio through acquisitions. The company’s approach shows its commitment to expanding its reach in the music industry. The acquisition marks a step in Times Music’s efforts to strengthen its position and respond to trends. The move forms part of the firm's long-term market strategy.

Oben Electric hires HiveMinds for performance marketing

HiveMinds, a unit of Madison World, has been awarded the performance marketing mandate for Oben Electric. The mandate will be managed by HiveMinds’ team in Bengaluru and covers digital marketing efforts, media investments and conversion strategies across online and e-commerce platforms.

The mandate includes planning and execution of performance marketing campaigns on key digital channels. Oben Electric, an electric two-wheeler manufacturer, aims to expand its customer base and retail presence as it faces competition in the electric vehicle market and changes in consumer purchasing habits.

HiveMinds manages digital strategies for clients in areas such as performance marketing, display advertising, e-commerce and programmatic buying.

Hashtag Orange appoints new leaders; opens Bengaluru office

Hashtag Orange, a digital agency, has appointed Swapnadip Mazumdar as regional head for the southern region and national head of new business development. It has also appointed Kimline Dsouza as executive creative director.

Mazumdar, with 23 years of experience in marketing and integrated brand communications, has worked for firms including Maruti Suzuki, Honda Motorcycles and Scooters Limited, Whirlpool, Hitachi, Wipro Consumer Care, Domino’s, Louis Philippe, EasyBuy, Inshorts, and NIIT. In his role, he will manage operations in South India and lead new business development. Kimline Dsouza will direct creative projects and set the agency’s creative strategy.

These appointments have been done at a time when the company opened its new office in Bengaluru, thus, expanding its business footprint to South India. The company completed seven years of operations in India. The new office in Bengaluru is intended to serve clients in South India and improve service delivery. Hashtag Orange intends to build on its existing operations and pursue opportunities in the digital marketing landscape.

BBH India's Subudhi and Gudhka win AAAI Young Lotus Contest 2025

The Advertising Agencies Association of India (AAAI) has declared Pallavi Subudhi and Filoni Gudhka from BBH Mumbai as the winners of the AAAI Young Lotus Contest 2025. The duo will represent India at the Young Lotus Workshop and attend Adfest 2025 in Pattaya, Thailand.

The workshop is a three-day event that brings together young creatives from Asia, the Pacific, and the Middle East to work with industry leaders and enhance their creative skills. This year’s contest focused on the theme ‘Support Local, Strengthen India.’ Subudhi and Gudhka’s entry was selected from 130 submissions for its insight and creative execution that aligned with the theme.

The jury panel included Chetan Kapoor from Saatchi Propagate, Kartikeya Tiwari from FCB Kinnect, and Zainab Haji from Grey. The winners will join teams from 15 countries at the workshop to push creative boundaries and refine storytelling techniques.

JioStar merges Sports18 channels with Star Sports Network

JioStar has integrated all Sports18 channels into the Star Sports Network, effective March 15, 2025. The merger expands Star Sports' reach with 24 channels, solidifying its position as India’s leading destination for live sports content.

The rebranded channels include Star Sports 2 Hindi, Star Sports 2 Hindi HD, Star Sports 2 Telugu, Star Sports 2 Telugu HD, Star Sports 2 Tamil, Star Sports 2 Tamil HD, Star Sports 2 Kannada, and Star Sports Khel, which is now available across all DTH platforms and cable networks.

This integration aims to enhance accessibility to live sports and expand the TV audience. Star Sports now holds broadcasting rights for major events like the ICC tournaments, BCCI matches, the Indian Premier League, and global competitions such as the Premier League and Wimbledon. With this expansion, Star Sports aims to deliver immersive sports experiences and engage a diverse audience.

Salt Brand Solutions appoints Sudeep Puthyathaya as creative head

Salt Brand Solutions has named Sudeep Puthyathaya as its new executive creative director. With over 23 years of experience, Puthyathaya has worked on campaigns for brands such as Mercedes-Benz India, Taj Hotels, Volini, and Royal Enfield. He will collaborate with executive director Sagar Mahabaleshwarkar and director Mahesh Chauhan to strengthen Salt's creative vision.

Founded in 2011, Salt Brand Solutions focuses on building powerful brand narratives through its proprietary HYPERformance model. The agency has worked with clients including Jabong.com, L&T Health Insurance, and BSE. With Puthyathaya's addition, Salt aims to enhance its strategic and authentic creative output in an evolving market.

Montreux Festival 2025 invites global advertising entries

The Golden Award of Montreux has opened submissions for the 2025 edition, inviting entries from advertising, media, digital, production, design, and event companies worldwide. The festival, known as a precursor to Cannes for over 30 years, recognises creative excellence in Advertising, Media, Digital, Film, and Design. Eligible entries include work released since January 1, 2024, with a submission deadline of March 31, 2025.

India secured four Gold Medals and nine finalist spots in 2024. Tata Motors claimed two Golds, while Tree Design and White Rivers Media won one each. The finalists included Tata Motors (3), Tree Design (3), White Rivers Media (2), and Musemakers (1). The Montreux Talent Award, a parallel competition for students and young professionals in advertising and design, also runs alongside the main event.

The Montreux Festival 2025 jury includes Symonne Torpy — BETC Paris, Rafal Rys — Havas Warsaw, Marcelo Lourenco — Coming Soon Portugal Luis Silva Dias — FCB International, Olivier Teepe — Signature Switzerland, James Welch — Group M, UK, Joern Welle — la Red Germany, Daniel de Hora — Creative Boutique Brazil, Mitesh Kothari — White Rivers Media India, Oisin James Deady — 12 am UK, Joseph Dubruque — McCann Paris, Ajay Chandwani — Mumbai, and Rafael Ribeiro — Dentsu New York.

Winners will be featured on adforum.com and other international advertising platforms. The Golden Award of Montreux is an independent forum aimed at improving creative standards in collaboration with the Institute for Future Science and adforum.com.

Siya Wadhawan joins Boldfit as brand marketing head

Siya Wadhawan has been appointed head of brand marketing at Boldfit, following a four-year tenure at boAt, where she most recently served as head of product marketing. During her time at boAt, Wadhawan played a key role in scaling the brand’s revenue from INR 800 crores to over INR 3,000 crores. She managed product launches in the audio and smartwatch categories from 2021 to 2024.

Before joining boAt, Wadhawan worked as an assistant brand manager at Bajaj Electricals. At Boldfit, she will lead brand strategy and growth initiatives as the company continues to expand in the fitness and wellness sector.

Trailytics bags e-commerce analytics mandate for ATFL

Trailytics, a data analytics solutions provider, has secured the analytics mandate for Agro Tech Foods Ltd (ATFL). The partnership aims to enhance ATFL’s e-commerce performance through real-time data insights.

With Trailytics’ AI-driven tools, ATFL will gain detailed analytics on product performance, pricing strategies, and customer sentiment. This data will help optimise inventory management, identify high-performing SKUs, and improve promotional campaigns.

ATFL, known for its food and ingredients business, is expanding its online presence. Trailytics’ support is expected to improve customer engagement and sales performance in the competitive digital marketplace.

Havells India names Nayanthara and Vignesh Shivan as brand ambassadors

Havells India has appointed South Indian film personalities Nayanthara and Vignesh Shivan as brand ambassadors for the southern market. The partnership aims to strengthen Havells’ presence in the region through targeted campaigns across TV, print, digital, and outdoor platforms.

The couple will promote Havells’ premium fans, domestic appliances, lighting solutions, switches, water heaters, and kitchen appliances. Through this campaign, Havells hopes to enhance its connection with consumers in South India and drive growth in the region.

Demna appointed as Gucci’s new artistic director

Gucci has announced Demna as its new artistic director, effective from July 2025. Demna, known for his transformative work at Balenciaga, is expected to bring his innovative approach to the luxury brand. His appointment marks a new chapter for Gucci, as the brand looks to blend modern sensibilities with its iconic heritage.

Demna’s leadership at Balenciaga has reshaped the luxury fashion landscape, earning him global recognition. His vision for Gucci is expected to reinforce the brand’s creative energy, with a focus on modernising its design while respecting its legacy. The announcement was made by François-Henri Pinault, chairman and CEO of Kering, who praised Demna’s contribution to the industry and his potential to lead Gucci into a new era.