MAM
Vandana Das on board as DDB Mudra restructres
MUMBAI: Vandana Das, who was president and branch head at Ogilvy‘s sister agency Brand David, has joined the DDB Mudra Group as president of Delhi branch. She will be responsible for building both the DDB Mudra and Mudra brands in Delhi.
Das brings with her more than two decades of experience including more than 15 years at Ogilvy.
A post graduate in Psychology and Business Administration she has been a part of Ogilvy Delhi’s growth in the last few years. Besides successfully turning around many brands of Dabur across the hair care, skin care, oral care and home care categories, she launched the hugely successful Maruti- Zen –Estillo- Little box campaign, a completely integrated effort that spanned Television, Print, OOH, Digital as well as Rural Marketing. She played a significant role in the transformation of Limca from an uninspiring brand to a very refreshing drink for the youth. She has also worked on Costa Coffee, Hindustan Times and Four Square Cigarettes. At Ogilvy Delhi, Vandana also served as a training leader.
DDB Mudra Group CEO and MD Madhukar Kamath said, “In the Group, we are keen on building our Delhi operations around her. I was impressed with not just her dynamic leadership capabilities, but also her boundless energy and lively people skills. Both in terms of culture and mindset, she will be a great fit and asset within the DDB Mudra Group.”
In a related development, Rajiv Sabnis, who was president at DDB India, will now head the western operations for the agency. He will be based in Mumbai. His earlier mandate was to manage both the Mumbai and Delhi offices of the agency.
Mudra South executive vice-president and head Rajni Cherian will continue to head the southern operations for the Mudra Group.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
