MAM
Draftfcb+ Ulka launches its new campaign
MUMBAI: Draftfcb+ Ulka has rolled out a new campaign for Tata Docomo. The ad film showcases how different brands, products, services and people are associated with the telecom brand and how its network touches everyone‘s life, everyday. As a part of this campaign, the agency has created four ad films.
The television commercial has tried to show that Docomo‘s network is behind numerous things such as a pizza getting delivered to you, reading a newspaper wherever and whenever you are.
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All the ads showcase foreign tourist couples roaming on the streets of Chennai. As they go on exploring the city, they get completely surprised by the Docomo signature tune which keeps playing at every place they go. As the film proceeds, the curiosity keeps on building up between the couple who are completely confused at the source of the sound. As the couple‘s curiosity reaches a high the source of the sound is revealed as somebody or the other is using the services which Tata Docomo‘s network supports.
The master TVC is 55 second long and there are three shorter edits of 25/30secs. The ad films have been produced by Chrome pictures and ably executed by Hemant Bhandari.
Tata Docomo head – brand marketing Ritesh Ghosal said, “The fact is that there is practically always something around you that is working on the Tata Docomo network. The creative execution for this campaign in a very unique style communicates this almost as a truism, the fact that you can‘t escape the Tata Docomo network in your everyday life. Making the message playful and not pompous.”
Draftfcb+ Ulka SVP Sridhar Iyer added, “Tata Docomo touches the everyday life of its consumers not just through a handset but also through the services of some of the biggest enterprises they rely on, and this has been depicted in a playful manner through an execution that highlights the ubiquity of the network in everyday life of its consumers.”
The senior creative director is Vasudha Misra and creative team consists of Robin Thomas, Arjun Suri, S.V. Srinath, Raj Shukla, Vikash Kumar and Bala Subramanian. The campaign on TV would be adequately supported with a 360 degree campaign on print, outdoors and retail.
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
