MAM
Starcom MediaVest Group announces two key hires
MUMBAI: Starcom MediaVest Group has announced a couple of management changes and key appointments to strengthen the organisation.
The media agency has appointed Gerald Roche as VP for the south division operating out of Banglore and Sameer Kapoor as VP at their Gurgaon office.
Sameer Kapoor – Vice President Starcom Worldwide Gurgaon
This announcement comes in the wake of SMG solidifying its position as an employer of choice and is a step towards becoming the leading Media Agency in the country.
Starcom MediaVest Group India CEO Mallikarjunadas CR said, “The appointments of Sameer and Gerald reflect SMG‘s commitment to attracting the best and brightest talent to our agency.”
“Sameer and Gerald are reliable leaders with robust backgrounds in business development and client relationship management. They will fit very well within our strongly established client-driven culture and we are sure they will continue their successful runs with us,” added Mallikarjunadas.
On his appointment Roche said “I‘m truly delighted and encouraged that SMG, anchored by its analytics resources, has digital (and not just television) at the front and center of its media planning and I look forward to contributing to this team effort in no small measure”
Gerald Roche – Vice President Starcom Worldwide South
Prior to Starcom, Roche was heading the Media buying division for Madison Media Infinity and Platinum Media. In a career spanning over fifteen years he has worked with Sony Entertainment Television, Dubai Outdoor Media, Mindshare, Carat Media Services, OMD Dubai, Bozell Prime Dubai.
He has handled different clients in his earlier stints like Asian Paints, Axis Bank, Bharti AXA Life Insurance, Britannia Industries, Cadbury / Kraft Foods India, IDFC, Marico, McDonald‘s India, Tata Chemicals and Turner Television (Imagine TV).
Kapoor on the other hand brings to the table his decade long experience, he has worked with Madison Media Plus, Madison media, Initiative media, Optimum media solutions and Universal McCann with the various clients – Hyundai, General Motors , Maruti, Bharti Airteland Bacardi Martini. He will be heading Samsung for Starcom in his new stint.
“I look forward to working with a great organisation and a great client like Samsung. Starcom is going from strength to strength; I‘m excited to be a part of this growth oriented organisation and being present while we achieve greater heights of success,” said Kapoor.
MAM
Star Sports under fire for ‘cringe’ India vs South Africa Super 8 promo
Broadcaster accused of arrogance and disrespect as fans slam Super 8 promotion
AHMEDABAD: Star Sports is facing a wave of criticism after its latest promotional campaign for the India–South Africa T20 World Cup Super 8 match triggered a fierce social media backlash, quickly dubbed “Cupcakegate”.
The advertisement, released this week, hinges on a cupcake metaphor that many viewers have condemned as patronising and disrespectful. In the clip, an Indian supporter mockingly offers a pink cupcake to a South African fan, a visual jibe widely interpreted as portraying the Proteas as a soft, easily beaten opponent.
The backlash has been swift across platforms such as X and Reddit, with fans and commentators accusing the broadcaster of tone-deaf bravado at a crucial stage of the tournament. The criticism is sharpened by the context: both India and South Africa arrive in the Super 8s unbeaten, undermining any suggestion of a one-sided contest.
Online, the cupcake symbol has been read as carrying multiple barbs. Some users argue it alludes to South African president Cyril Ramaphosa’s domestic nickname, while others see it as recycling the long-running “chokers” trope associated with South Africa in ICC tournaments. The casting choice has also drawn scrutiny, with viewers noting the physical disparity between the actors playing the two fans, which critics described as a cheap attempt to belittle the opposition.
Even Indian supporters have joined the pile-on. Many warned that such chest-thumping marketing risks “jinxing” the team, pointing to past tournaments where aggressive campaigns preceded unexpected defeats.
Star Sports is no stranger to rivalry-led advertising, having struck gold with its earlier “Mauka Mauka” series. But analysts say the cupcake campaign misreads a fanbase that has grown less tolerant of overtly mocking narratives and more attuned to sporting parity and respect.
India and South Africa meet on Sunday, 22 February, at the 132,000-seat Narendra Modi Stadium. With South Africa securing their Super 8 berth through a commanding win over the UAE, the fixture is widely billed as a heavyweight clash, not the walkover the ad appears to suggest.
