MAM
Dentsu Aegis Network launches psLive
MUMBAI: Dentsu Aegis Network has announced the launch of experiential marketing agency psLive in Asia Pacific.
During 2014, psLive will be rolled out to all key Asia Pacific markets. Dentsu Aegis Network South Asia chairman and CEO Ashish Bhasin will take on the additional role of chairman APAC, Posterscope and psLive – Asia Pacific.
Dentsu Aegis Network Asia Pacific CEO Nick Waters said, “psLive will play an important role in Asia Pacific, particularly in key markets like ANZ, South East Asia and India. We see this as a fast growth area for our business in the years to come.”
Detailing the plans for psLive in APAC, Bhasin said: “We will begin with rebranding our existing, vibrant experiential business in markets like India, Malaysia and Indonesia in the near future, to psLive. In Asia Pacific the below the line part of marketing communications spend for key clients is growing at twice the rate of above the line spends. psLive gives us a unique opportunity to offer diverse, professional experiential marketing solutions to our clients in APAC. Country specific, customized services will be offered spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.”
psLive Worldwide chairperson Annie Rickard commented, “The experiential market is growing rapidly. Social media and smartphones have transformed experiential, giving it scale and measurability. Our network operating model means that we will be able to bring media insight into brand experience, which will ensure we deliver relevant innovation to our clients.”
psLive will announce country wise and marketwise roll out plans shortly, beginning with India, where the psLive launch will be announced soon.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
