Brands
DDB MudraMax lights up streets for Reebok One
MUMBAI: The sports brand Reebok has come up with a new running shoe – Reebok One – and to create visibility and awareness for it, the brand along with DDB MudraMax OOH team decided to cover malls and major traffic junctions of the various cities.
“Reebok one is a high impact campaign designed to ensure that the consumer gets attracted towards the product and understands how the 3 zones can help a runner. This is being conveyed at every touch point be it retail or OOH. The consumer is introduced to this technology powered shoe in a compelling manner”, said Reebok brand director Somdev Basu.
The campaign’s objective was to urge people to visit the showrooms and try the new Reebok One.
To highlight the USP of the shoe the DDB MudraMax team came out with the idea of lighting the three parts/zones which help the person to land softly, transition smoothly and push forward quickly. The creative idea was to relate the foot movement with the zones in the shoe and the strategy was to take good clear hoardings and mall facades and highlight the 3 key functions of the shoe.
Commenting on this, DDB MudraMax – Outdoor, retail and experiential president Mandeep Malhotra said, “Reebok is a brand which is very close to my heart. We were thrilled to welcome the three layered brief from them and the team did a fantastic job. We have been working hard on DDB MudraMax being the agency to tell a story on a single frame. This innovative campaign besides reaching out to prospective consumers brought the wow factor back in innovative lifestyle footwear campaigns.”
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
