IMPACT's 40 Under Forty Entrepreneurs: Building Business – Part II

IMPACT from the exchange4media Group launches the first edition of its ‘40 Under Forty’ list to recognise extraordinary achievers who are 40 years of age and below in the Indian Media, Marketing and Advertising industry

IMPACT from the exchange4media Group launches the first edition of its ‘40 Under Forty’ list to recognise extraordinary achievers who are 40 years of age and below in the Indian Media, Marketing and Advertising industry. Below are the remainders of the list of entrepreneurs revealing the deep motivators and personal qualities that drove them to make their big idea a reality.

Founder Director, Value 360 Communications
Age: 38

Beginning his career in event management, Kunal Kishore Sinha caught the entrepreneurial bug in 2007 when he decided to work on his goal of creating one of India’s largest independent PR agencies. The route he adopted was not to pursue the big companies but instead focus on working with budding entrepreneurs and start-up ventures which was then an underserved category. This also helped him work closely with the founders, initially as they looked to reach their audience and then when they eventually became unicorns. Says Sinha, “Focusing on their potential and helping them evolve as category-leading brands worked really well as a Blue Ocean strategy for us and helped us better define what Value 360 stands for.”

Today, under his leadership, Value 360 Communications has had an average run of 22 per cent revenue growth year-on-year for the past 10 years and 400 per cent revenue growth in the last four years.

The company’s work portfolio includes creation of renowned brands such as OLX, Paytm, UrbanClap,, among others from scratch and well-known brands such as Oriflame, Mindtree, ASUS, MG Motor India, ClearTrip, Limelight Networks, Spreadtrum, Barco Electronics, Lego, Transsion Holdings among others.

Sinha’s vision of ‘Go Big Or Go Home’ has also seen Value 360 form a non-equity based joint venture with an independent global communications company, LEWIS in April 2017. This exclusive JV provides global exposure for Value 360 and its clients and is a bridge for LEWIS and its clients who wish to enter the Indian market.

Success Mantra
Sinha links his success to that of Paytm. “We started working on Paytm almost four years ago, when it was just another start-up, poised for great success. As an agency, we too were at the threshold of explosive growth. We found the perfect synergy in Paytm’s team which had the same kind of passion and zeal as us to hit some massive milestones. Together, we pulled out all stops to help Paytm break the clutter and become one of the most talked-about brands in the entire country, a great example of how a client and an agency can work together as a team to build a formidable brand.”

Founder and CEO, WATConsult
Age: 33

“I started WATConsult in 2007 as a social media agency, and have never looked back since,” says Rajiv Dingra, entrepreneur and thought leader in the digital space, who started his journey at just 20 years of age.

Over the last 11 years, Dingra has worked with more than a hundred global and Indian brands for their digital media campaigns and strategies and under his guidance and leadership, WATConsult has won over 150+ digital and social media awards for work done across distinctive marketing campaigns. What remains a challenge for Dingra is convincing his clients to try the untested. He says, “The biggest challenge is to keep taking risks and doing newer path-breaking work while trying to convince clients to invest in it.”

In 2015, the Dentsu Aegis Network acquired upwards of 75% stake in WATConsult at a valuation of anywhere between Rs 180-Rs 200 crore. In the last one year, under Dingra’s leadership, WATConsult has grown from a 220 member team to 380 in strength. There have been large client wins during this period that include Tata Motors, Panasonic, Piramal Group and PepsiCo India. WATConsult has seen a 60% year-on-year growth in revenues and a 65% year-on-year growth in bottomline. He has also successfully launched services like Research under Recogn and InnoWAT, an innovation lab during this period.
Dingra is also a part of the Digital Council and the Executive Board at Dentsu Aegis Network India. Some of the initiatives that are close to his heart include ‘WAT’s Your Big Idea’, launched a year ago with an aim to provide a unique platform and massive opportunities to the young generation that loves digital advertising and marketing, and #That’sMyGirl, a CSR activity launched on the agency’s 10th anniversary, with an aim to aid education and hygiene necessities of girls in the primary section (Class I to V) besides donating at least Rs 10 Lakh to Nanhi Kali, an NGO.

As for what drives him, Dingra says, “I think India is poorly represented when it comes to digital creativity and innovation on the global stage. Being a flag-bearer for India’s digital marketing prowess is what inspires me to work harder.”

Success Mantra
Dingra’s success is reflected in the success of his campaigns. “Our latest campaign #PowerlessQueen which we did for Project Nanhi Kali is one I’m most proud of. It has won international acclaim by winning a Gold and the Grand Prix at Prague International Advertising Festival.”

Founders, Pocket Aces
Age: 34, 33, 33

Investment banker, private equity investor, value-oriented hedge fund quantitative equity research, trading and portfolio management - with combined experience such as this between them, a career in media might have seemed implausible for Ashwin Suresh, Anirudh Pandita and Aditi Shrivastava. But they did take the road less travelled when they set up Pocket Aces. The emphasis was on building a culture of open feedback, an environment of open disagreement, encouraging a questioning mind and working together as a team.
In just two years, the company has become a leading digital entertainment firm in India by views and engagement metrics. Today, its is a Sequoia Capital-funded, multi-format, digital entertainment company making highly engaging content for the millennial audience via its socially-distributed channels FilterCopy, Dice Media and Gobble, and its game show app, Loco.

Pocket Aces crossed the two billion views mark among original content creators and the network currently clocks over 300 million monthly views on Facebook and YouTube. Its channels have crossed seven million subscribers across platforms. Their website sees an additional eight million monthly traffic while the network reaches over 40 million people on a weekly basis through its social feeds.

The company has also created and distributed web series such as Little Things, the mockumentary show, Not Fit along with What The Folks! and Adulting via its long form content brand, Dice Media. Pocket Aces’ interactive game show platform, Loco, garnered over six million organic downloads within just three months of launch. The app currently has a million daily active users with four million monthly active users. Pocket Aces has worked extensively with advertisers including PepsiCo, Flipkart, Landmark Group, Marico, Kingfisher, AB InBev, etc. to create digital branded content in the country. It is also the first Indian company to syndicate content to China on Youku-Tudou through a partnership with Asia’s leading MCN, WebTVAsia. Additionally, the company has syndicated its content on airlines like Emirates, Etihad, Cathay Pacific, Dragon Air, Jet Airways, and SpiceJet, and other diverse platforms like Ola Cabs, Jio, Hungama, and Dainik Bhaskar.

Success Mantra
Working together is its success mantra, agrees Team Pocket Aces. “We have known one another for more than 15 years and this creates a lot of mutual trust, which helps us operate as a team even in the most testing conditions. We chose one another because we agreed on some of the core principles of how to build a company (which is now core to the culture we have built). We can act as the emotional foil for one another, which helps us as we work through the arduous and tumultuous journey of building a company. We regularly question our thinking and thus, decisions that we make are well tested from a strategic and intellectual perspective. We enjoy one another’s company and that was a core premise for starting the firm!” say the founders.

CEO & Co-Founder, Culture Machine
Age: 33

Sameer Pitalwalla co-founded Culture Machine in early 2013 along with Venkat Prasad with a vision to use technology and story-telling that can help build and create great media brands that people love.

Today, Culture Machine’s network includes several prominent ‘Own and Operated’ channels like Being Indian, Blush, Put Chutney, Viva and Awesome Sauce to name a few. Culture Machine’s core technology platforms: Intelligence Machine, Video Machine, and Business Machine, cater to the mission of data-backed content creation, content creation on scale and management of digital content for brands and channels respectively.

Among the various campaigns and content done by Culture Machine, a work that Pitalwalla is particularly proud of is the Amoli: Priceless, a documentary. He says, “Producing India's first digital documentary on commercial sexual exploitation of children, titled 'Amoli: Priceless' that released in seven different languages is something we take immense pride in.” Another campaign which was a feather in his cap was the '#MeriDoosriCountry' campaign for the recently concluded FIFA World Cup. Conceptualized by Culture Machine, in association with the broadcaster Sony Pictures Networks, the #MeriDoosriCountry campaign consisted of a film which showed Indians wearing jerseys of teams appearing in the World Cup

Prior to the inception of Culture Machine, Pitalwalla headed the digital media business at Disney UTV. Earlier, he was the one entrusted with the task of setting up and building the digital video business at the Times Group. While working with the Times Group, Pitalwalla built the video business there with the launch of the first YouTube channel in the country and made it No.1 in terms of viewership for three subsequent years.

Today, Culture Machine is not only doing brilliant work but moving ahead in terms of leading social change within its ranks. The company made news by introducing the first day of period leave #FOPLeave policy for female employees.

Success Mantra
Betting big on entirely new concepts has been Pitalwalla’s success mantra. "Let's throw these videos up on YouTube and see how they do - in 2005, that led to running the most viewed channel on YouTube for three years in a row,” says Pitalwalla.

Co-Founder & CEO, AdLift
Age: 38

Prashant Puri runs AdLift, a niche search-marketing firm focused on delivering digital marketing ROI that has grown from a bootstrap digital agency to a multi-million-dollar marketing agency in under five years.

Puri is responsible for building the content network, Content Lift, that works closely with leading brands in the BFSI segment and Consumer Goods brands such as Kent RO, Panasonic, Yahoo! and Shopify, to name a few. In fact, in the last one year, Puri led the company’s foray into the BFSI segment with clients such as ICICI Lombard, ICICI Prudential, Max Life Insurance, Bharti AXA & Future Generali now working closing with AdLift for their digital marketing campaigns. Puri also works closely with several Fortune 500 companies including PayPal, eBay, Overstock and Barnes & Noble in helping them increase their search market share. Last year, AdLift grew by 151 per cent (YoY).

On working in the fast-paced digital domain Puri says, “It’s imperative to be ready, learn, unlearn and relearn as new technologies and platforms are introduced. Moreover, one of the biggest challenges is understanding what platform is working for you and making that decision with data.”

Before he got “a nudging feeling of starting something of my own” and set up AdLift, Puri started his digital marketing career back in 2005, working with InterActiveCorp (IAC – owners of Ticketmaster, Citysearch, Ask, Match). He also had the opportunity of working with some of the most brilliant minds in digital marketing at AT&T Interactive, Yahoo! and eBay on cutting edge search marketing strategies.

Puri is part of Columbia University’s Entrepreneurship Advisory Board (EAB) where he mentors young entrepreneurs to help grow their start-ups more efficiently and effectively.

Success Mantra
Puri reaps the benefit of being an early-mover. “I’m extremely proud that we at AdLift read the market signals early on and built India’s largest content generation and syndication platform – Content Lift – very early. We started building Content Lift in 2014 when digital marketing spends were less than a billion dollars in India and time spent on mobile hadn’t surpassed TV time. We envisioned this changing as the time spent on apps such as Facebook catapulted. This led us to believe that there would be an inherent need of quality content providers since consumption of content was about to explode,” says Puri.

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How the hashtag changed the way we communicate: Shrenik Gandhi, White Rivers Media

Guest Column: Shrenik Gandhi, Co-Founder & CEO, White Rivers Media explains how the hashtag has changed the way we communicate in the digital age and how it can be effectively used

Shrenik Gandhi

The pound sign or hashtag was first used as a metadata label by the Internet Relay Chat in 1988. Since then, the hashtag has had a consistent purpose — to categorise messages and online content. 

19 years later (August 2007), blogger Stowe Boyd officially coined the term ‘hashtag’ in his blog. Chris Messina, a social technology expert, is credited to have created and used the very first hashtag on Twitter. He posted the hashtag #barcamp in August 2007.

Soon after that, any word or phrase preceded by the pound symbol became hyperlinked on Twitter. Users have since been able to search Twitter for a hashtag, to find and navigate through tweets that employed said tag.

Today, the use of hashtags has expanded beyond Twitter, to Pinterest, Instagram, Google Plus, Facebook, Tumblr, and now YouTube.

The modernisation of hashtags

Apart from numerous social media platforms, unique hashtags are used for almost every TV show, movie campaign, celebrity & influencer campaign, political campaign, sporting event, breaking news, etc. You cannot go anywhere anymore, without seeing a hashtag that promotes something. You can individually promote these hashtags to interact with your audience, form a group, raise anticipation, and view related news connected to a product or an event.

Do you know how to use hashtags accurately for better-targeted marketing campaigns?

When used strategically, hashtags give you a ton of benefits. They get your content a bigger audience, raise awareness about your brand, boost your SEO, and use hot trends & topics to your advantage, among other things.

What does a Hashtag do that nothing else can?

A hashtag is the most significant clickable search tool that helps a user search and follow content from a particular category or source. It helps in increasing brand awareness, reach and visibility. It makes tracking and quantifying content a simpler process, increase followers/ engagement and aids as an excellent promotional tool.

To get more out of hashtags and build better marketing campaigns, one should do the following:

1. Boost the organic reach of your posts

Ever since Instagram has implemented its latest algorithm, it is now tougher for brands to expand the organic reach of their posts. In order to help Instagram, categorise your content, and place it in front of your intended audience, hashtags emerge as the best weapon in your arsenal!

2. Create branded hashtags

This is probably the most crucial thing you can do for your campaign. Branded hashtags, as the name indicates, contain the name of your brand. They might also contain your company’s slogan, the name of a specific product, or one of your campaigns.

3. Join trending topics

Trending topics can benefit your marketing efforts to a significant extent since they engage many readers. The top hashtags for a trending topic can get your product, service, and brand in front of a fresh audience outside your core digital community.

When put into perspective, endless factors play a role in making a perfect hashtag campaign. Learning from the campaigns of the past, we at White Rivers Media had created a customised checklist that helps brand avoid past mistakes and ups your hashtag game. It comprises everything a marketer like you should know about hashtags.



(The author Shrenik Gandhi is Co-Founder & CEO, White Rivers Media, a full-service digital agency)


Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

How OPPO Mobile India urged people to #SeizeTheNight during the holiday season

OPPOMobile India’s #SeizeTheNight Twitter campaign enabled users to virtually experience the holiday season in different destinations whilst keeping the product – OPPO R17 Pro- in focus

Oppo Seize The Night

With the #OPPOR17Pro being launched in early December 2018, OPPO Mobile India (@oppomobileindia) engaged with people by leveraging the holiday season to create interest around their new smartphone. Based on the understanding that Twitter timelines light up with festive cheer during the last year of the month, OPPO Mobile India came up with their own innovative interpretation of driving engagement around the key feature of the #OPPOR17Pro: the Camera. The campaign took place from 22nd December 2018 to 31st December 2018.

The main objectives of this campaign using Twitter:

  • Create awareness and drive engagement around the newly launched #OPPOR17Pro.
  • Position #OPPOR17Pro as the smartphone with the best camera capabilities by associating it with festive celebrations around the world.

The main strategy of OPPOMobile India’s #SeizeTheNight campaign enabled people to virtually experience the holiday season in different destinations across the world whilst keeping the product – OPPO R17 Pro- in focus.

The campaign used a Conversational Card to invite people to choose the destination they would like to #SeizeTheNight in during the holiday season, with the promise of the most engaging Tweet winning an #OPPOR17Pro. People could pick one of the four options: Barcelona, Milan, Singapore, and Malaysia. On Tweeting their destination choice, people were in for a surprise as they received a response from @oppomobileindia, featuring images of their chosen destination decked up for the festive season, clicked on #OPPOR17Pro mobile phones.

The personalised experience was crucial to the approach taken for the campaign as people who tweeted using the country/city specific hashtags had an opportunity to engage with the content clicked by OPPO R17 Pro. People who engaged with the Tweet, received an auto-response Tweet from the brand handle consisting of country/city specific pictures for OPPO Mobile India phones, thereby giving OPPO an opportunity to not only to engage with their target audience but also showcasing R17’s power camera.

Best Practices:

  • Clear and actionable call out: Use of a Conversational Card to prompt people to engage with the Tweet by choosing one of the four options led to high engagement due to a clear Call to Action.
  • Personalisation is the key: Personalised experience for the people on engaging with the Tweet helped establish a deeper relationship with fans. “People come to Twitter with a discovery mindset and are very receptive to targeted brand messages. Through their #SeizeTheNight campaign, OPPO Mobiles India succeeded in being a part of the festive conversations by developing a campaign in sync with the holiday season. By providing personalized responses to fans who interacted with the Conversational card, the OPPO R17 Pro #SeizeTheNight campaign took the engagement level to a new high while creating an exciting and immersive user experience which is possible only on Twitter.” said Kanika Mittal, Business Head, LCS, North and East, Twitter India.

Consumers don’t want obvious in-your-face advertising: Michael Pargal Lyngdoh, Tripoto

Lyngdoh, Co-Founder, Tripoto says their plan is to expand their supplier base, and deepen partnerships with brands to strengthen Tripoto travel community

Michael Pargal Lyngdoh

Travel community Tripoto has partnered with British automaker MG Motors, now owned by the Chinese- state owned automotive company SAIC, to boost awareness and sustain interest about the brand before their official launch in India. 

Talking about the collaboration, Michael Pargal Lyngdoh, Co- founder, Tripoto said, “The brand is present across the world and before their launch in India, they wanted to let communities experience the local culture of countries they have been a part of. The goal for us during this campaign has been to bring the MG community feel to the Indian audience through storytelling so they can understand and identify with the brand. Through World of MG: An Indian Abroad, we aim to build a connection for Morris Garages (MG) India amongst our strong and active community of more than 25 million+ travellers.”

He explains that many brands are leveraging community based platforms to reach out to their target audience, an interesting way to reach the consumers, but opines the lines between marketing and social media platforms is diminishing. “The brands leveraging community based platforms are ahead of the curve in setting marketing trends. A lot of our brand partners fall under this category. The lines between marketing and social media platforms are now blurred. Consumers no longer want obvious in-your-face advertising. The digital renaissance in our country has triggered the youth to turn to the internet for alternative and shareable content. They want to be told a story, feel a connection and part of a community while choosing a brand. This is the future of marketing,” he said. 

When asked at a time when travel has taken an upsurge in Indian market and many travel communities are coming into the business, how Tripoto is different from others, Lyngdoh said, “Ninety per cent of our content is user generated; these are real travel stories written by people who want to share their stories, to inspire and connect, with others within and beyond their social network. Users love our interface and the organic reach of our platform, makes Tripoto distinctive.”

Believing in the power of influencers, Lyngdoh shares, “We rely on influencers and advocate to grow organically. This way we know that we are bringing kindred spirits excited about travel and adventure into our tribe.”

When asked, it’s been six years since the launch of the brand and still no engagement at the marketing front, he replied, “You will see more brand partnerships in the future but our users will continue to be our strongest evangelists.”

Throwing light on the future plans, he elaborated, “We started as a platform for travellers to share their stories. As we’ve grown, our community wants to be able to convert inspiration from reading travel stories into a bespoke holiday at the click of a button. This is why we started building the flight, hotel and holiday marketplace last year. This year, the plan is to expand our supplier base so that there is something for everyone. Our other priority is to forge deeper partnerships with brands to strengthen our community.”

The competition is intense in the travel space, so what's the strategy to deal with the competitors, Lyngdoh answered, “The competition has always been intense and there is only one strategy, to keep innovating and evolving our product to suit the needs of our users and clients. For instance, we have entered the non-fiction travel video space and are creating multiple web series which currently no other travel platform is doing.”

Tripoto has come up with a web series featuring Amol Parashar in various countries before culminating in India before the national launch of MG Motors. The series will capture Parashar’s unparalleled adventure and culinary experiences across seven countries.

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Hotstar disrupts online video subscriptions with new service Hotstar VIP 

Starting 20th March, Hotstar VIP will give audiences access to exclusive new shows, serials before TV and live sports at Rs 365 a year


Hotstar has launched ‘Hotstar VIP’ - a subscription that offers audiences the best of content at just Rs 365 per year. The new subscription plan gives audiences the choice to watch exclusive new content under the Hotstar Specials label, their

Star network serials before television at 6am, and the best of live sporting action, including VIVO IPL, ICC Cricket World Cup, Premier League and much more. 
Speaking about the launch of ‘Hotstar VIP’, Varun Narang, Chief Product Officer, Hotstar, said: “It is our endeavour at

Hotstar to delight customers with content that they resonate with, at the same time give them the power of choice at an affordable cost. Hotstar VIP is aimed at providing users accessibility – be it with the introductory price or the ability to watch exclusive new shows in multiple regional languages. It is a value proposition built with the Indian audience at the heart of it.” 

A key feature of the Hotstar VIP service is ‘Hotstar Specials’ – a label that will bring bold and authentic stories made by the biggest storytellers of India to crores of consumers across India. The launch of Hotstar VIP coincides with the release of the first Hotstar Special ‘Roar of the Lion’, a story on Chennai Super Kings amazing comeback under the leadership of MS Dhoni. 

This show will be followed by Criminal Justice, City of Dreams, Hostages and many more shows under the Hotstar Specials label. For the first time ever, an OTT platform will allow customers to have a ‘pay by cash’ option. 

This is being done as a test initially, where users can subscribe to enjoy the Hotstar VIP benefits immediately with cash to be collected from their doorstep in the next 48-72 hours. Adding another layer of convenience for customers, the platform will now allow phone number logins. Existing subscribers of Hotstar All Annual Sports plan will automatically be upgraded to Hotstar VIP, on a complimentary basis with no additional charge, and can also enjoy access to Hotstar Specials and Star serials before TV. 

Hotstar Premium subscribers can avail of the benefits under Hotstar VIP along with the latest American shows, blockbuster Hollywood movies and award-winning content from International studios. 

Hotstar is India’s largest premium streaming platform with more than 100,000 hours of drama and movies in 18 languages, and coverage of every major global sporting event. 

Launched in early 2015, it is one of India’s most downloaded apps and has attracted more than 350 million followers on the back of a highly evolved video streaming technology and high attention to the quality of experience across devices and platforms. 

Hotstar has appropriated top spots on the Google Play Store as well as the Apple App Store, consistently named among the most popular apps on both platforms since its launch. 

Tags Hotstar

Radio City in association with Unicef India completes ‘Dilli vs Crime’ Season 2

In the two-week long campaign, Radio City’s RJs Ginnie, Divya, Yuvi, Aadi and Manav discussed cases of cybercrime and human trafficking with experts and Delhi officials

radio city

Radio City has completed another season of ‘Dilli vs Crime’, a campaign which aims to create awareness amongst Delhiites about the rising crimes in the city. 

After a great response to the first season, Season 2 took up issues of cybercrime and human trafficking, which have been plaguing the capital city for quite some time. UNICEF India provided technical support to the campaign. The association is in line with UNICEF India’s #ENDViolence campaign, which creates awareness on of violence against children. 

In the two-week long campaign, Radio City’s RJs Ginnie, Divya, Yuvi, Aadi and Manav discussed  cases of cybercrime and human trafficking  with experts and Delhi authorities. They made the listeners aware about the modus operandi of criminals and how to prevent falling into the trap, and steps one should take in case they feel they have fallen prey. 

Kartik Kalla, Chief Creative Officer, Radio City, said, “As per the report released by the Delhi Police, the crime rate in Delhi witnessed an upsurge of 6.01 per cent by the end of 2018 as compared to 2017. To combat the increasing rate of crime in the city, Radio City with this initiative, ‘Dilli Vs Crime’ Season 2 is proud to be a catalyst of change to free the society from various horrendous issues like human trafficking and cybercrime. Associating with an influential body like the UNICEF India undoubtedly took our initiative a notch higher, yet again making it a successful campaign for two years.”

Radio City’s RJ Ginnie said, “While India is turning digital, there is a surge in the cases of cybercrime. Season 2 of ‘Dilli vs Crime’ offered Radio City’s listeners solutions and precautions to tackle this problem. From understanding how frauds are done, how we can stay protected and the banks liability against these crimes – our experts went through the whole spectrum on-air. We also spoke about information being hacked on social media, phones, laptops, etc. and actually had hackers discussing this on-air. Simultaneously, we also dealt with revenge porn, blackmail and picture morphing to generate awareness and precaution for our listeners with real life case stories and expert opinions.”

The RJs and experts took up the issues of three prominent types of cybercrime, including net banking frauds with elderly, revenge crimes with women, and cybercrime against children in the first week of the campaign. They also talked about the do’s and don’ts on social media. In the second week, issues pertaining to human trafficking were brought to the fore by featuring nerve-wracking case studies, survivor stories and taking an account of increasing human trafficking cases in the city. Trafficking is a violation of children’s rights and poverty alone does not lead to the same but also factors like social marginalization, dysfunctional family background, neglect, abuse and domestic violence combined with economic strife make children particularly vulnerable to trafficking. 

As part of the digital plan, various awareness generating videos were amplified across Radio City’s social media handle. A video with popular ethical hacker, Sanket Modi and RJ Ginnie, showcasing how a phone can be hacked in just 20 seconds, garnered an overwhelming response. 

Radio City has always been a forerunner in ensuring the safety of its city and citizens. Dilli vs Crime, first season won many accolades at the Golden Mikes and New York Radio Festival awards 2018. With campaigns like Dilli vs Crime, Radio City will continue to leverage the power of radio to address issues and bring about a positive change in the society.

Amazon India launches new campaign ‘Kitne Mein Mila?’

Conceptualised by Ogilvy, the campaign includes TVCs and digital content for customers across India


Amazon India has unveiled its first campaign of the year “Kitne Mein Mila?” The campaign revolves around leveraging value for money as a key factor to engage with customers. 

The campaign features quirky insights and went live on Tuesday. Each scenario showcases various situations of customers who have purchased quality goods in their budget, provoking family and friends to ask ‘Kitne Mein Mila’. The series of TVCs visually narrates the surprise and disbelief of people looking at high quality products when they ask this question. The intent behind the campaign is to highlight products across categories, including mobile phones, consumer electronics, appliances and fashion products, available at an affordable price along with Amazon’s quality assurance. 

Conceptualised by Ogilvy, the ‘Kitne Mein Mila’ campaign dovetails perfectly with Amazon India’s intent of making customers aware about the vast selection on at an unbelievable price with fast and reliable delivery. The campaign includes TVCs and digital content for customers across India.

Ravi Desai, Director Mass and Brand Marketing, Amazon India said, “As customers, we all seek value for our hard earned money. We all operate within a fixed budget and seek quality products within it. Keeping in mind this insight, the ‘Kitne Mein Mila’ campaign showcases how understands this customer need and offers a wide selection of quality products making shopping more affordable, accessible and within the reach of everyone’s budget.”

Kiran Ramamurthy, Manager Partner, Ogilvy South said, “‘Kitne mein mila’ is the ubiquitous phrase that captures two quintessential things about a product that has just been bought – its quality and its price. It is the first inevitable question that is asked when you see a friend or acquaintance with a new product that appeals to you. So, when Amazon wanted to convey that a wide selection of products was available at great prices, there was no better phrase than ‘kitne mein mila’ to anchor the thought of fantastic value that customers get on Amazon. The essence of this campaign is the genuine surprise that is evoked in people when they discover that the product that they thought was expensive is available at jaw dropping prices on Amazon.”

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ABBY Awards 2019 announces Master Jury for Creative ABBY’s

The Master Jury will consist of 12 esteemed creative legends and innovators who have been game changers in the category  


The gold standard in advertising awards - ABBY Awards 2019 - that celebrates creative excellence in the category has announced an illustrious master jury for the upcoming edition.  

Introduced last year at the ABBY’s, the master jury is reposed with the responsibility of judging pioneering work that deserves the ABBY. The Master Jury boasts of 12 esteemed creative legends and innovators who have been game changers in the category.


Speaking about the Master Jury for the upcoming edition of the ABBY’s, Shashi Sinha, Chair of the Awards Governing Council, ABBY Awards 2019 said, “We have always believed that awards are as credible as the jury. We have hence curated a master jury constituting of the best creative minds and thought leaders from the industry, each of who have been icons in their area of work. The versatile and visionary jury will ensure that only the most deserving, ground breaking and effective campaigns emerge victorious. With such veterans at the jury panel, we are all set for an inspiring and ingenious edition of the ABBY Awards 2019.”

The Master Jury will be judging all the creative entries received across 7 verticals and 8 categories across two rounds. Round I of the judging process will be held online followed by a combined deliberation in Round II.     

Vingajoy brings Ayushman Khurrana on board as brand ambassador

With the tagline ‘Be Loud, Be Proud,’ the consumer electronics brand is focused towards being the first choice of millennials

Ayushman Khurrana Vingajoy

Recently launched lifestyle consumer electronics brand, Vingajoy has appointed Bollywood heartthrobAyushman Khurrana as its first brand ambassador to steer the brand to its targeted audience. With the tagline ‘Be Loud, Be Proud,’ the brand is focused towards being the first choice of millennials and offers products such as earphones, headphones, speakers, travel chargers and premium rugged cables that seamlessly integrate into the youth’s style statement.

Commenting on the occasion, Vingajoy’s Co-founder Mandeep Arora said, “Ayushman is the perfect face for our brand, he is dynamic, young, and stylish, and a person who has left his own mark in the industry, making him the perfect expression of Vingajoy. We’re delighted to welcome Ayushman to the Vingajoy family and are confident he will inspire our consumers to feel proud to be associated with a brand like ours”.

Commenting on the association actor Ayushman Khurrana said, “An individual’s choice of gadget, should be user-friendly and has to resonate with their style factor, and Vingajoy is the perfect blend of both. It offers the right technology, blended into an attractive design. I am delighted to be associated with the brand as the products are mind-blowing, the sound quality is commendable and the design is millennial-friendly. It's loud, and will definitely make one proud.”

Leo Burnett launches first Birla Estates corporate campaign 'Lifedesigned'

Leo Burnett's mandate is for the corporate campaign and subsequent project launches across NCR, MMR and Bangalore markets

Leo Burnett

The Birla Group recently announced its foray into the real estate business with the launch of Birla Estates. Leo Burnett, who won the advertising mandate for Birla Estates in a competitive multi-agency pitch in September 2018 has been working closely with the team and has launched its first campaign Lifedesigned.  

Putting the consumer at the heart of the process; Birla Estates, endeavours to create new global benchmarks of planning, quality, design and most importantly ethical practices. This unique approach is called Lifedesigned. A space is Lifedesigned when you design around life. And the design for life. To make the brand stand out in a crowded environment and also to create a brand differentiator the Birla Estate Design philosophy was branded as Lifedesigned and the campaign aims to bring this alive.  

Speaking about the announcement, Rakesh Hinduja, Chief Operating Officer, West, Leo Burnett, said, “We are very excited to have been chosen to be a part of the Birla Estates team. The brand name Birla itself evokes the feeling of trust, commitment and innovation and we are excited to have been given a chance to build on this legacy for brand Birla Estates. Brand Birla is actually a perfect fit with our Humankind philosophy, which puts people at the heart of everything we do and we look forward to embarking on a positive and impactful journey together starting with the launch of the LifeDesigned campaign.”  

Talking about the campaign Prajato Guha, National Creative Director Leo Burnett said “With the challenges of rapid urbanisation across India and the fact that Birla Estates is a relatively new entrant in the category, we had to find a credible value proposition. In LifeDesigned, we have found a unique way to bring their brand philosophy alive”.

Adds Sachin Kamble, National Creative Director Leo Burnett “the other challenge was to develop an identifiable look that would help us stand out in the cluttered category environment. It’s been an exciting journey since October 2018, and we look forward to partnering Birla Estates in their launches across India.”  

The mandate is for the corporate campaign and subsequent project launches across NCR, MMR and Bangalore markets. The first project to be launched is Birla Vanya in Kalyan.

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Kubbra Sait to host interactive Bollywood quiz show 'Jhacaaash' on Facebook Live

Viewers can catch the live action on the Facebook page of 'Jhacaaash'


Kubbra Sait has been roped in as host for an interactive Bollywood quiz show Jhacaaash on Facebook Live. 

The show which made its debut on March 18 will test the viewers’ Bollywood prowess, allowing them a chance to win a cash prize of Rs 50,000 for every episode. 

Kubbra Sait has appeared in films like ‘Sultan’, ‘Ready’ and ‘City Of Life’ and has been highly praised for her performance in the web series ‘Sacred Games’. 

‘Jhacaaash’ will see Kubbra pose viewers with 10 interesting questions for which they will have 10 seconds to respond and get lucky. Viewers can catch the live action by tuning into the Facebook page of Jhacaaash ( every Monday and Thursday at 6pm.

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