MAM
Emamai’s new TVC for Navratna Cool Talc
MUMBAI: Indian personal and healthcare business Emami Limited (Emami) plans to include a TVC by Orchard Advertising as a part of a new campaign ‘Thand Thanda Cool Cool‘. The roll-out of the new campaign in early-June this year would be done via press ads, TVCs on all major Hindi general entertainment channels (GECs), radio spots and in-theatre commercials targeting the markets of UP, Bihar, MP, Maharashtra, Jharkhand, Chhattisgarh and Tamil Nadu.
Orchard Advertising, a part of The Leo Group India has conceptualised the new TVC for Emami‘s Navratna Cool Talc, as the name suggests, is a talc that provides relief from heat.
Using power failure in summer as the main prop, including a tune that blames electricity for the discomfort, the 44 second raw creative runs though different peoples‘ unsuccessful attempts to beat the heat. The creative concludes by offering the smallest air-conditioner in the world – Eamami Navrantna cool talc. This commercial has been directed by Gajraj Rao and produced by Code Red films
The Leo Group south Asia chairman Arvind Sharma said, “Heat, sweat and body odour are the most common but yet unsolved problems that bring discomfort and frustration in our lives. These only worsen with the frequent load shedding in hot summer days. Power cuts are very common especially during the hot summer season when demand far outstrips supply. The creative idea for the commercial stemmed out of this insight. We wanted to engage consumers with a communication in real but funny situations, which makes them think -Yes, this happens to me too! The music also played an important role to enhance the load shedding idea and the difficulties everyone faces during that time.”
Emami CEO sales supply chain and human capital N. Krishna Mohan said, “Over the years, our brand Navratna Cool Talc has been successfully positioned as the “World‘s smallest A.C” that delivers the benefit of cooling. Hence, we found this creative idea for the commercial to be a highly relevant positioning for the brand. We hope, with this brand communication, to successfully connect with the target audience, especially those who do not spend their day under air controlled environs. With this TVC we hope to directly address a genuine problem of a common man‘s life.”
The TVC will be presented to television‘s couch potatoes in India soon along with the brand new ‘Thanda thanda Cool Cool‘ TVC campaign featuring Bollywood biggie Shahrukh Khan.
Orchard‘s clients include Godrej, Piramal Healthcare, Colors, Jyothy Labs, Eureka Forbes, Wipro, SAB Miller and Essilor.
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.
