MAM
Tang introduces Mango flavour as summer approaches
MUMBAI: Powdered beverageTang, which was introduced last year in India through Cadbury India, has announced the launch of the thick Tang Mango flavour in India.
Tang Mango will be introduced through a new TVC campaign. Developed by Bates, the campaign is based on the theme of “Surprising Thickness”, creatively rendered as ‘isse bas kha jao‘. The message is that one will need to eat the drink relating it to the experience of consuming a mango.
Kraft Foods director, powdered beverages, gum answer candy Narayan Sundararaman said, “We are extremely happy to announce the launch of Tang Mango, the first product in the Indian powdered beverage category in a unique thick format. Our consumer research showed that consumers prefer mango drinks that are thick, pulpy and gives them the mango flavour and experience. Tang Mango has been developed in line with consumer expectations of consuming a thick and juicy mango flavoured beverage.”
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
