MAM
Mindshare introduces content marketing, strategic partnerships practice
MUMBAI: Mindshare, a WPP strategic planning and media investment agency, has announced the establishment of a newly formed Content Marketing and Strategic Partnerships practice.
This is Mindshare‘s most recent response to increasing client demand for a unifying content strategy across all forms and formats – paid, owned and earned. In 2005, Mindshare launched Mindshare Entertainment (MSE).
MindShare MD- communications planning Stacy Minero has been promoted to lead this initiative for Mindshare.
Minero will be responsible for driving a more strategic and systematic approach to content marketing from advanced planning to development, discovery, and distribution.
Drawing from a suite of proprietary tools designed to inform strategies and evaluate opportunities, she aims to infuse more insights and analytics into content marketing.
Minero will report to Mindshare Communications Strategy practice head Tim Elton.
Mindshare North America CEO Antony Young said, “Technology is driving consumers to access their entertainment and information across multiple emerging channels, devices and platforms. Our clients are recognising that marketing messaging has to go beyond traditional advertising formats such as, 30 second TV ads if they are to engage consumers and communicate more persuasively. We see a major opportunity to develop content marketing strategies early in the brand communications planning process that captures wider content formats and build these into a wider brand communications effort.”
“Stacy‘s demonstrated expertise in creating this link between brands and the often unarticulated needs and desires of their audiences. She also has exceptional digital acumen that can turn content strategies into actionable ideas and partnerships,” Young added.
As Practice Lead, Minero will leverage a team across Mindshare‘s entertainment, digital and broadcast groups. They will also look to actively partner with external and independent technology, entertainment and content companies seeking to work with brands.
Minero said, “Everything starts with consumer insights and a deep understanding of mindset and motivation. To create human connections, we need to understand what compels people and link those insights to content ideas that transcend traditional advertising.”
Brands
Kingfisher bets big on music culture with Karan Aujla’s 2026 India tour
Water Partners with Karan Aujla for P POP Culture India Tour 2026
MUMBAI: Kingfisher Premium Packaged Drinking Water from United Breweries Limited, part of the Heineken Company, has announced its association as the co-presenting partner of Karan Aujla’s P POP Culture India Tour 2026. The collaboration places music and culture at the centre of the brand’s iconic “Good Times” philosophy, integrating the brand seamlessly into one of the most dynamic live music movements in the country.
As co-presenting partner, Kingfisher Premium Packaged Drinking Water will play a significant role across the tour’s on-ground and digital ecosystem, creating immersive consumer experiences and driving meaningful engagement at every touchpoint. The partnership is designed to strengthen the brand’s cultural relevance among young and expressive audiences who see music as a core part of their identity and celebrations.
At the heart of the association is a series of three brand films featuring Karan Aujla, where the global music artist reimagines Kingfisher’s iconic “Oo La La La Le O” jingle across Afro, Punjabi and Funk genres. The Afro-inspired film sets a relaxed jam-session tone, with Aujla warming up, finding his rhythm and delivering a smooth rendition that builds anticipation. The Punjabi version draws from his cultural roots, transforming the jingle into a high-energy Punjabi pop track marked by confidence and commanding stage presence. The Funk interpretation introduces a playful yet bold edge, driven by contemporary beats and groove-led production that highlights his versatility while amplifying the epic Good Times spirit. Together, the films blend spontaneous performance moments with music-led storytelling, reinforcing Kingfisher Premium Packaged Drinking Water’s long-standing association with celebration and culture.
Commenting on the partnership, United Breweries Limited chief marketing officer Vikram Bahl, said that music remains a powerful cultural connector and a core passion point for consumers. He noted that the brand has always focused on creating moments that bring people together, and reimagining the iconic jingle across diverse musical styles offers a fresh expression of the Good Times philosophy. He added that the association with Karan Aujla’s P POP Culture India Tour enables the brand to embed itself authentically within one of the most exciting music movements in India today.
Expressing his excitement, Karan Aujla said that partnering with Kingfisher felt like destiny, as music and celebration are deeply embedded in both their identities. He described reinterpreting “Oo La La La Le O” across different genres as a creative high, allowing him to respect the legacy of the iconic tune while infusing it with his own energy and contemporary sound. He emphasised that the collaboration goes beyond a remake, presenting a fresh vibe that audiences can experience live as the tour travels across cities.
The P POP Culture India Tour 2026 will roll out across major cultural hubs including Delhi on 28 February, Mumbai and Pune on 3 March, Chandigarh on 14 March, Indore on 21 March, Bengaluru on 29 March, Kolkata on 3 April, Jaipur on 5 April and Lucknow on 10 April. At every stop, Kingfisher Premium Packaged Drinking Water aims to deliver its signature Good Times experience, celebrating creativity, community and unforgettable shared moments.
With this partnership, Kingfisher Premium Packaged Drinking Water continues to strengthen music as a central pillar of its brand identity. Fans can experience the collaboration by watching the brand films across Kingfisher’s official digital and social media platforms.
