Moves and wins roundup: Week of 17 March

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. 

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.