MAM
MEC APAC named most competitive agency in pitches
MUMBAI: MEC, a leading media agency, has been named the most competitive agency in APAC according to the latest annual Compitches Report from the Research Company Evaluating the Media Agency Industry (RECMA).
The 2013 compitches report evaluates the media agencies’ success in winning new business pitches taking into account client budgets, contenders and degree of involvement in global/regional pitches. Not only is MEC Apac ranked best overall performing agency in the region, but the media agency is also awarded A grades for competitiveness in Singapore, Australia and China.
The ranking reflects MEC’s success in retaining key clients following competitive reviews; including Mitsubishi in Australia, as well as winning significant new businesses for the region such as Sony Electronics, Tiger Airways and GE.
MEC Apac CEO Stephen Li said, “The days of just price comparison are gone and clients today are looking for an agency that can help them embrace the digital possibilities of a changing marketplace. This is especially true of the fast growing Apac region. That MEC comes out as the region’s most competitive agency is a testimony to our amazing teams around the region and our ability to deliver genuine growth for our clients.”
MAM
Star Sports under fire for ‘cringe’ India vs South Africa Super 8 promo
Broadcaster accused of arrogance and disrespect as fans slam Super 8 promotion
AHMEDABAD: Star Sports is facing a wave of criticism after its latest promotional campaign for the India–South Africa T20 World Cup Super 8 match triggered a fierce social media backlash, quickly dubbed “Cupcakegate”.
The advertisement, released this week, hinges on a cupcake metaphor that many viewers have condemned as patronising and disrespectful. In the clip, an Indian supporter mockingly offers a pink cupcake to a South African fan, a visual jibe widely interpreted as portraying the Proteas as a soft, easily beaten opponent.
The backlash has been swift across platforms such as X and Reddit, with fans and commentators accusing the broadcaster of tone-deaf bravado at a crucial stage of the tournament. The criticism is sharpened by the context: both India and South Africa arrive in the Super 8s unbeaten, undermining any suggestion of a one-sided contest.
Online, the cupcake symbol has been read as carrying multiple barbs. Some users argue it alludes to South African president Cyril Ramaphosa’s domestic nickname, while others see it as recycling the long-running “chokers” trope associated with South Africa in ICC tournaments. The casting choice has also drawn scrutiny, with viewers noting the physical disparity between the actors playing the two fans, which critics described as a cheap attempt to belittle the opposition.
Even Indian supporters have joined the pile-on. Many warned that such chest-thumping marketing risks “jinxing” the team, pointing to past tournaments where aggressive campaigns preceded unexpected defeats.
Star Sports is no stranger to rivalry-led advertising, having struck gold with its earlier “Mauka Mauka” series. But analysts say the cupcake campaign misreads a fanbase that has grown less tolerant of overtly mocking narratives and more attuned to sporting parity and respect.
India and South Africa meet on Sunday, 22 February, at the 132,000-seat Narendra Modi Stadium. With South Africa securing their Super 8 berth through a commanding win over the UAE, the fixture is widely billed as a heavyweight clash, not the walkover the ad appears to suggest.
