Brands
Wadhwa Group steers waves on social media to welcome Ferrari in Mumbai
Mumbai: Redefining the skyline of Mumbai with iconic sculptures in residential and commercial construction The Wadhwa Group recently conducted a massive social media campaign to mark the grand launch of the showroom of Italian Supercar Ferrari at Platina in BKC. Playing an important role in this outreach was KRDS India, a leading digital agency who formulated a phase wise approach unveiling this mega launch.
Prior to the on ground launch, a pre buzz social media campaign was conceptualized in order to generate curiosity for the event. Offering a surprise element at the same time engaging with the audience #ItalianIconAtPlatina concept was coined on hygiene social media platforms like Facebook, Twitter and Instagram. The challenge was to create buzz without revealing the fact that Ferrari is coming to BKC.
Uploading a series of unique teasers and carrying out contests revolving around the Italian heritage, lesser known supercar facts etc. help the brand to reach out to 2.13 lakh people on Facebook, 10x increase in twitter followers and 35% increase in followers on Instagram. Nearly 7000 fans participated in the contest on Facebook and Twitter. The Wadhwa Group’s Twitter followers increased 10 fold and their Facebook activity reached more than 2 Lakh fans. Moreover, the on ground event was covered live on Instagram and Twitter by KRDS India.
On the success of the campaign, The Wadhwa Group marketing head Siddharth Bhatia says, “The Ferrari launch through our social media campaign saw an impeccable response giving a rise to our digital viewership. We at The Wadhwa Group believe in building landmarks with a passion, which is reflected through this campaign. The results were extremely encouraging, which made this an outstanding campaign for the real estate sector to witness.”
Delighted by the success, KRDS North & West India — business head Achal Deoda says, “The Ferrari showroom launch in Mumbai was a landmark event not only for the city but for India at one of the most iconic properties of Mumbai, Platina BKC. This is a classic example of how social media with the right strategy can augment a city event to being a national one.”
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
