MAM
Audi uses Razorfish to resurrect T-Rex
MUMBAI: Together with Razorfish, Audi has placed piloted driving in the context of the “T-Rex” social media hype. “In presenting our activities in the area of piloted driving, we have previously always placed the primary focus on technology and performance. We are now addressing the subject from a completely different emotional side. With the T-Rex meme, Razorfish has found the perfect angle for this”, said Audi AG international creative department head, Michael Finke.
The Tyrannosaurus Rex was regarded as one of the most dangerous dinosaurs ever to walk the earth. Nonetheless, due to its short arms, it has become a running gag on social media. In Audi’s new video, the T-Rex talks openly for the first time about how this humiliation has changed its life. After several sad sequences showing his unremitting decline, the surprising solution, and the T-Rex’s redemption, is finally revealed: piloted driving from Audi.
“With ‘The Comeback’ Audi has allowed us to create a work that not only picks up on a popular internet meme, but also adds a new dimension to it. This shows the brand’s great understanding and enthusiasm for social media”, said Razorfish Germany CEO Sascha Martini. The T-Rex was brought to life by Stink Berlin (production) and Sehnsucht (CGI animation).
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
