AD Agencies
Toshiba’s passion for cricket unlocked by Dentsu Marcom
MUMBAI: Dentsu Marcom has brought out a new campaign for Toshiba – India’s latest Cricket Series LED televisions.
The aim of the campaign which will be on TV, retail and digital is to showcase the television in a distinctive and never-before manner. For a consumer who is evolved and understands technology, in a category where picture quality and design are hygiene and a market where competitors peg bets on superior technology features to stay current, the challenge in front of the agency was to stay away from the twin clutter of television set ads and cricket/sports ads.
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“If you’ve ever sat in front of the TV when Chris Gayle hammers one of his sixes but have no idea where the ball went, because the TV couldn’t capture it; if you’ve ever looked at the brown blotch on the screen on which Ravi Shastri was pacing and giving out his pundit-like pitch report and wondered what he was able to see there; if you’ve ever wondered at why the ground looks greener when you’re in the stadium versus on the TV; if you’ve ever wondered why your eyes and ears and your cricket-crazed senses never seem to have the richest cricket-enjoying experience on any TV until now, the all-new Cricket Series LED televisions from Toshiba was made just for you. So you can Enjoy. Every. Bit. As a cricket Fanatic myself, I could relate easily to the frustrations of the Fanatic that must have been the inspiration for Toshiba to develop this TV. And so when we set out to create the communication for it, we saw it more as a reverent offering to the Cricket Fanatic than as a mere ad,” said Dentsu India Group EVP and national planning head Narayan Devanathan.
All the clichés about cricket being a religion in India notwithstanding, one thing is clear when an experience promises to be so rich, you will want to miss nothing. Hence the proposition: Enjoy. Every. Bit.
“We’ve seen so much cricket advertising in this country. We’ve also seen so much of TV advertising on TV. The idea was to do something unique that stands out off the clutter and makes Toshiba Cricket TV the best way to consume cricket. The insight was that when you want to enjoy something, you want to enjoy every bit of it. So with the Toshiba Cricket TV, a cricket fan can now enjoy every gasp and every gulp of the game,” said Dentsu Marcom NCD Titus Uppturu.
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.
