MAM
O&M takes Incredible India concept forward
MUMBAI: The Incredible India campaign – Find what you seek – conceptulaised by Ogilvy & Mather takes the meaning of previous campaigns a step further.
“Look at our geographic terrain, culture, history or art; we are a very diverse country. And we want to convey the same message through this campaign. Whatever one is looking for in India, he/she will find it here,” explains O&M executive creative director Ajay Gahlaut about the idea behind the new campaign.
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The Ministry of Tourism had briefed O&M to dig a little deeper into what makes India truly incredible. The team started researching by talking to travelers from around the world.
“Our previous campaigns described the word Incredible but through the new campaign, we will give more meaning to it. We always aim to evoke curiosity about the country,” says Gahlaut when asked how different the new campaign is from the previous ones. The earlier Incredible India campaigns have also showed prospective tourists different parts of the country – be it the deserts of the west, the hills and mountains of the north, the beautiful coastal beaches or jungles and the backwaters in the south.
The campaign isn‘t city specific but travel specific and showcases everything from Leh and Ladakh to Kerala. The campaign (a total of nearly thirty pieces includes press and outdoor advertising) covers a range of experiences in India through the eyes of the tourist.
For instance to describe Kolkatta, there is the image is of a rain-soaked window through which you can see the trademark yellow cabs in the distance. The captions go: ‘Watch artists paint what nature paints‘.
Similarly, the one on the Rann of Kutch says: ‘Go into a salt marsh. Get out of your comfort zone‘. An image of snow covered Chang La in Ladakh says: ‘Discover new heights, discover a new high‘. An image of the floating oil lamps on the ghats of Varanasi is accompanied by the caption ‘See candles float, see hope float‘. A picture of two rhynos from the Kaziranga National Park, Assam, comes with the advice ‘Avoid loud horns, Admire sharp horns‘. Another one, depicting the festival of Holi says: ‘Throw colours on others. Add colour to your life‘.
Other pictures include a variety of images from camel rides in Rajasthan to wildlife reserves of Madhya Pradesh, from the tea plantations of Munnar to the Taj Mahal in Agra, from the backwaters of Kerala to the beaches of Andaman, from Kathakali dancers to Tibetan monks.
India‘s diversity is well represented in the series.
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
