MAM
Saatchi & Saatchi appoints Ashutosh Karkhanis as ECD- Mumbai
MUMBAI: Saatchi & Saatchi India has announced the appointment of Ashutosh Karkhanis as executive creative director-Mumbai.
In his new role, Karkhanis will be heading the creative team in Mumbai.
Karkhanis is currently serving his notice period at Ray and Keshavan, The Brand Union where he was working as the creative director. He will join Saatchi & Saatchi from 3 May.
Saatchi & Saatchi- India NCD Ramanuj Shastry said, “Ashu is an awesome talent. I worked with him at Rediffusion Y&R and in the process became a fan of his work – be it advertising, design, digital or photography. He will bring with him new energies and new thinking that is invaluable.”
Saatchi & Saatchi GM Mumbai Nisha Singhania said, “Ashu will be a critical driver of transformation at Saatchi & Saatchi. Having worked with Ashu both at Grey and at Rediffusion, I find his passion for ideas absolutely infectious. His experience in design and digital gives us the edge that we need to succeed in today’s VUCA world.”
On his new role Karkhanis said, “Today when I see my young sons playing on the ipad, I realise that digital is the future. Meeting with the Saatchi team confirmed my belief. With Saatchi & Saatchi I have found the perfect match.”
Karkhanis comes in with over 20 years of experience and has spanned advertising, design and digital.
Prior to joining The Brand Union, he has worked with Lowe, Enterprise, Ambience, Grey, Contract and Rediffusion Y&R. He has worked with clients such as Britannia, Unilever, Kotak Mahindra, HSBC, Asian Paints, Taj Hotels, Economic Times, Kingfisher Airlines, Himalayan Water, Tata Nano and Tata Sky.
MAM
Infinix Note Edge launches tomorrow with Yashasvi Jaiswal campaign
#WorldTakeNote film backs performance over hype as brand pushes AI-powered smartphone.
MUMBAI: Infinix isn’t waiting for the world to notice, it’s serving notice with a sharp new edge. The brand today unveiled the Note Edge, set to launch tomorrow, alongside a high-impact 77-second film featuring young Indian cricket sensation Yashasvi Jaiswal that captures its core mantra, performance over noise. The #WorldTakeNote campaign draws a clever parallel between Jaiswal’s rise from doubted talent to youngest Indian to score 1,000 Test runs in a calendar year before turning 23 and joint-fastest to 2,000 Test runs in 40 innings and Infinix’s own challenger story. It champions raw calibre, consistent delivery and letting results silence the doubters, rather than chasing headlines.
Jaiswal, now brand ambassador for the Note series, said, “I have always believed that hard work, preparation, and self-belief matter more than noise around you. Together, we are launching the Note Edge, which stands for performance, innovation and delivering real value to users. This collaboration reflects the same spirit that drives me on the field and that inspires me off it.”
The Note Edge arrives loaded with cutting-edge specs, Android 16-based XOS 16 for smoother personalisation and fluid animations, smarter AI features, India’s first MediaTek Dimensity 7100 SoC, ultra-fast charging, a sleek 7.2 mm design and a One Tap AI Button. Positioned as an all-round performer, it balances strength in design, display, power, camera and durability no single hero feature, just integrated everyday excellence for students, gamers, creators and ambitious first-timers.
Havas Creative India, MD & chief creative officer Anupama Ramaswamy summed up the vibe, “Gen Z doesn’t wait for the world to take note. They make sure it does… Yashasvi Jaiswal represents that spirit. A young talent who never waited for permission. Ambitious. Self-made. Slightly disruptive. Completely unapologetic. This campaign is built on one simple idea. When ambition meets expression and finds its edge, you don’t chase the spotlight. You become impossible to ignore.”
The phone will be available tomorrow on Flipkart, the official website and retail stores nationwide. In a market flooded with flashy claims, Infinix is betting the quietest way to stand out is to let the specs and Jaiswal’s straight-drive swagger do the talking. Whether you’re team cricket or team tech, tomorrow’s launch promises to give both a fresh reason to pay attention.
