MAM
Taproot to handle Airtel’s Data Services campaign
MUMBAI: Following the success of “‘har friend zaroori hai, yaar” campaign conceptualised by Taproot India, Airtel has entrusted the creative agency with one more campaign.
The agency has bagged the creative mandate for Airtel Data Services‘ campaign following a multi-agency pitch.
JWT is the creative AoR (Agency on Records) for Airtel while Taproot India has been hired on a project basis.
Airtel had also taken its “har friend zaroori hai, yaar” campaign to the next level with the launch of an online viral campaign at its YouTube channel. Taproot India had created 20 videos for the digital campaign, inspired by ‘friend types‘ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
