MAM
Novak Djokovic signs up with IMG
MUMBAI: IMG Worldwide, the global sports, fashion and media company, has signed ATP World No. 1 player Novak Djokovic for exclusive worldwide management and representation.
Under the terms of the exclusive multi-year agreement, IMG will represent Djokovic in developing a brand building strategy through marketing, endorsements, appearances and licensing along with select global business initiatives.
Djokovic‘s addition will help IMG to offset the loss of Tennis legend Roger Federer, who had earlier this year refused to renew his contract with the agency.
In making the announcement, IMG chairman and CEO Mike Dolan said, “Novak Djokovic is a superbly talented tennis player, and world-class competitor who demonstrates a very strong character through his passion and commitment to his game. I believe he has the ability to translate those qualities into achieving great success working with global brands in the marketplace.”
“I‘m very happy with how my career has been advancing these past few years. Working with IMG will continue to build off of that momentum. IMG‘s expansive global footprint will offer me a truly unique set of resources to explore business opportunities that simply do not exist anywhere else in the industry,” added Novak Djokovic.
Djokovic has won five Grand Slam singles titles — 2008, 2011 and 2012 Australian Open, the 2011 Wimbledon Championships, and the 2011 U.S. Open Champion.
In 2011 he became the sixth player in history to win three grand slam titles in a one year period. He is also the first male Serbian tennis player to win a major singles title and the youngest player in the open era to have reached the semifinals of all four Grand Slam events, separately and consecutively.
Brands
Parachute Advansed rolls out ‘Nariyal wali Holi’
Brand highlights coconut oil protection during festival of colours
NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.
