AD Agencies
Hungama.com unveils ‘Zindagi ka Sound Track’ brand campaign
MUMBAI: The on-demand digital entertainment storefront Hungama.com has unveiled a new brand campaign ‘Zindagi ka Sound Track’.
Commenting on the idea behind the launch of the ‘Zindagi ka Sound Track’ campaign, Hungama.com CEO Siddhartha Roy said, “Our aim is to encapsulate what music means to people in different situations. The campaign captures the essence of music and its role in everyone’s life. Being a pioneer in the entertainment space, Hungama reaches out to millions of people across the globe, presenting to them multiple touch points for consuming music and entertainment.”
“We realised that music is not just entertainment, but a companion, in a way, music completes life. Whenever people indulge in any activity, there is a real or imaginary source of music that gives it a rhythm. Music is omnipresent in our lives, especially in today’s digital age and Hungama plays a vital role in ensuring that. With this campaign, we have captured the meaning of music in an endearing manner we believe the emotional thematic of this campaign helps reinforce just that,” he further added.
The 360 degree brand campaign has kick-started with a TVC featuring the voiceover of actor Hrithik Roshan along with a social media contest with the hashtag #HungamaMusic , twitteratis had to tweet completing the sentence, ‘Music ZindagiKa…’. The campaign has been amplified by OOH, digital and radio advertising.
Conceptualised and executed by Scarecrow Communications, the TVC will be aired across national and regional channels and will also be showcased in cinemas.
Scarecrow Communications founder and director Raghu Bhat said, “To bring the entire idea to life, we turned to crowd-sourcing. We asked 40 people what music means to them. Their responses helped us complete the ‘musical kaleidoscope’, a vast, throbbing, real canvas comprising the myriad ways in which music impacts lives. We compiled and crafted their responses into a 2 minute audio track.”
“Since Hungama has presence across the globe, the challenge here was to find a voice that was not over-used and paradoxically, something the whole country could recognize. To fit this brief, there were 3 places we could possibly look for – politics, cricket or Bollywood. The quest ended at the door of one of India’s biggest superstars, who is also a discerning perfectionist – Hrithik Roshan. He loved the lyrical voiceover and agreed to be part of Hungama’s brand campaign,” he added.
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
