MAM
WPP agencies Bates Asia and CHI form JV
MUMBAI: Bates Asia and CHI & Partners, both WPP group’s integrated media agencies, have formed a 50:50 joint venture company Bates CHI & Partners. The joint venture will function as a ‘new model’ network with deep roots in Asia and world-class creative credentials.
The new network will have 16 offices across the globe with one each in London and New York and 14 in Asian countries. It will create a strong offering for clients wanting to marry world-class creativity and strategic skills with deep local insights.
Johnny Hornby will lead the joint venture globally while David Mayo will run operations in Asia in his role as Bates CHI & Partners CEO. The company’s name Bates CHI & Partners will be used in Asia while the London and New York offices will retain CHI & Partners. Ogilvy & Mather Asia Pacific planning director Mark Sinnock will join the agency as chief strategy officer for Asia.
WPP owns 100 per cent of Bates Asia and 49.9 per cent of CHI & Partners.
Bates CHI will give western clients direct access to strong market capabilities across Asia’s fastest growing economies while at the same time, Asian brands wishing to break into Europe and USA will benefit from local knowledge, world-class creativity and a dedicated agency network.
CHI & Partners founding partner Johnny Hornby said, “The joint venture brings together Bates, the agency that invented the Unique Selling Proposition back in the 1940s, with CHI, the creators of ‘the big idea’, its modern equivalent. This new model network will use our big ideas process to put together bespoke multi-disciplined teams from a variety of disciplines and geographies. It will be a nimbler, faster, more modern alternative to the big networks.”
Bates CEO David Mayo said, “It’s a compelling proposition. Clients all over the world – just like the consumers they serve – are increasingly leaning towards more bespoke solutions developed from a wider menu of talent and skills which by definition don‘t all live in the same place anymore. At the same time they demand geographical spread in order to reach multiple, connected audiences. The new Bates CHI & Partners forms a global network with access to some of the best tools and skills available anywhere.”
Bates was acquired by WPP in 2003 and later merged with the agency 141 to form Bates 141. Last year though, it was rebranded to drop the 141 from its name. Bates Asia’s global clients include Unilever, Indonesia and Diageo, while CHI & Partners handles Lexus and Samsung globally.
Brands
Amol Parashar invests in Nisaki Gin as strategic stakeholder
Actor shifts from endorsements to ownership with colour-changing craft gin
MUMBAI: Actor Amol Parashar has taken a spirited new turn off screen, investing in premium liquor label Nisaki Gin as a strategic stakeholder. The move marks a clear pivot from brand ambassador to brand believer, signalling a more hands-on chapter in how the actor engages with businesses.
Best known for his performances in the web series Tripling, the historical drama Sardar Udham, and the streaming title Gram Chikitsalay, Parashar has steadily built rapport with younger audiences. An IIT Delhi graduate, he pairs creative instinct with analytical rigour, and says he prefers partnerships rooted in conviction rather than mere visibility.
That thinking found a match in Nisaki Gin, a homegrown label that quite literally changes colour. The spirit shifts hues when mixed with tonic or citrus, turning every pour into a small spectacle. It is chemistry with character, and a conversation starter in a glass.
“Transformation has always been central to my journey as an actor,” Parashar said. “What drew me to Nisaki was the way it captures that spirit through its evolving hues and layered character. India’s premium spirits space is at an interesting inflection point, and I see this as a long term journey rooted in culture, quality and conviction.”
The brand is built around the philosophy ‘Love Every Hue’, celebrating nuance and layered experiences. In a market where identity and taste are increasingly fluid, the gin’s shifting shades mirror the evolving preferences of modern consumers.
Founder Sanchit Agarwal believes the partnership goes beyond capital. “Amol represents versatility and a strong connect with young audiences, which aligns well with how Nisaki is building its brand. His involvement brings not just investment, but insight as we grow across key markets,” he said.
India’s premium gin segment has gathered pace in recent years, buoyed by curious drinkers and the rise of craft labels. With Parashar now on board, Nisaki appears ready to raise a glass to its next phase, proving that sometimes the most interesting transformations happen off screen.
