MAM
Taproot creates Set Wet’s new ‘Envy’ campaign
Mumbai: Marico‘s Set Wet has launched a new advertising campaign created by Taproot India.
Taking a ‘slice of life‘ from the young consumers, the new ‘Envy‘ campaign seeks to breathe freshness in the category by taking a new look at the changing dynamics in the mating game.
Unlike, other campaigns which focus on the impact the Set Wet guy has on girls, the new campaign focuses on the impact the brand has on the boyfriend of the women charmed by the Set Wet Guy. The insight here being that relationships today are becoming increasingly ephemeral and guys are more insecure now than ever before, the company said.
Marico EVP and head marketing-Consumer Product Business Sameer Satpathy said, “Ads piggybacking on attracting the opposite sex often look similar. The challenge was to make it stand out, and music being the best connect, it has been used in a manner that makes it colloquial and yet cool.”
Taproot co-founder Agnello Dias added, “Set Wet was obviously a very robust brand when it came to us and there are quite clear drivers that rule the category. We felt it would be interesting to shift the needle from the tried and trusted Girl‘s-will-lust-for-man-using-brand X to a slightly quirkier space. So the whole thought of layering jealousy over attraction came about. Because when girls love you it‘s natural that their men will not like you too much.”
Additionally, given that ‘music‘ is in the DNA of the youth today, the campaign seeks to leverage the same with an international mix number composed by Sameer Uddin.
The media agency working on the account is Madison Media.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
