MAM
Ogilvy ‘Made For’ Vodafone network campaign
MUMBAI: Ogilvy & Mather Mumbai office has created a new campaign for the telecom giant Vodafone.
The campaign focuses on the network as it is the single biggest driver of brand choice and the reason for customers exiting from a brand. Hence, communicating ‘network credentials‘ in an evocative and engaging manner, has been a constant endeavor of all telecom brands.
The agency has created a 360 degree campaign that reinforces the network‘s superiority among the users of the Vodafone network and among other operators and gets them to switch to Vodafone through charming slice of life stories.
Keeping this insight in mind that the true test of a good network is its wide reach – availability of a signal at unlikely places, the agency zeroed in on the ‘Made For‘ proposition. The Vodafone network delivers on multiple things that one does in their day to day life.
In the initial phase of market development, Vodafone had decided to focus its communication activities around Vodafone‘s excellent network and connectivity. Hence the agency came up with the tag line, “Wherever you go, our network follows” for the campaign, wherein the pug represented Vodafone‘s network. The campaign made the brand synonymous to an omnipresent network and gave it the stature of a constant companion.
The next round of Network communication happened last year and the focus of the communication was shifted to ‘quality through connectivity and voice clarity‘ establishing the superiority of the Vodafone network.
The current campaign will be an extensive 360 degree campaign that will be led by television. The ‘Made For‘ proposition will also be extended contextually in print, outdoor, digital, radio and on-ground.
MAM
Coca-Cola appoints Tapaswee Chandele as Global Chief People Officer
Succeeds Lisa Chang from May 1, reports to CEO Henrique Braun
MUMBAI- When leadership refreshes, culture often follows and The Coca-Cola Company is pouring a new mix into its global people strategy. The company has appointed Tapaswee Chandele as its Global Chief People Officer, marking a key transition in its human resources leadership as long-time executive Lisa Chang steps down after seven years in the role.
The appointment, effective May 1, positions Chandele at the helm of Coca-Cola’s global people agenda at a time when multinational organisations are rethinking talent, culture and leadership pipelines in an increasingly hybrid and competitive workforce landscape.
In her new role, she will report to chief executive officer Henrique Braun, signalling the strategic importance of HR within the company’s top leadership structure.
Chandele brings over two decades of institutional knowledge to the role. She currently serves as senior vice president and executive assistant to president and chief financial officer John Murphy, a position she has held since May 2025, placing her at the centre of the company’s financial and operational decision-making. Prior to this, she spent six years, from 2019 to 2025, as senior vice president of global talent, development and HR system partnerships, where she led Coca-Cola’s worldwide talent strategy and worked closely within Chang’s leadership team.
Her journey with Coca-Cola began in 2001 in India, and over the years she has built a cross-market perspective through roles spanning human resources and talent development. Her international assignments across Turkiye and South Africa, followed by a relocation to the United States in 2017, reflect a career shaped by both geographic and functional diversity, an increasingly critical trait for global leadership roles.
The transition also marks the end of Lisa Chang’s seven-year tenure, during which she played a central role in shaping Coca-Cola’s global people practices through a period defined by organisational transformation and evolving workforce expectations.
Chandele’s elevation comes at a time when HR is no longer a back-office function but a strategic driver of growth, culture and resilience. As Coca-Cola looks ahead, the focus will likely be on aligning talent strategy with business agility ensuring that the people behind the brand remain as globally adaptive as the product itself.
