MAM
Katha Mediatix wins Mobile Plus mandate
MUMBAI: Katha Mediatix has won the brand consulting mandate for Mobile Plus, which is a multi brand mobile, accessories retail brand. The store is promoted by Prabhat telecom.
As part of the creative thought process, Katha Mediatix will create the entire brand personality of the retail store along with visual merchandising for the brand. The campaign budget would be close to Rs 35 million approx to start with.
Katha Mediatix chief creative officer Pabitra Roy said, “Mobile Plus is a platform for consumers who are mobile and technology savvy to have a unique experience with the brand. The creative positioning stands that consumers will always find something more or something plus whenever they engage with the brand. Creatively there is a great scope of work since its categorically not a brand that it speaks only to youth but there are a varied sets of TG and everyone has different aspiration, tastes, likings and lifestyle.”
Mobile Plus director Ranjeet Chaudhury added, “Mobile Plus will also cater and penetrate aggressively into rural segments since 65 per cent of the mobile handset sales are taking place in the rural catchment areas where aspirational level is increasing constantly. Currently we are setting up stores in Mumbai and parts of Maharashtra and then we plan to have stores in major metros before the national communication plan gets initiated.”
Katha Mediatix EVP strategic alliance Aniruddha Pal said, “The media strategy would primarily involve 4 phase communication plan starting with regional communication where the communication would be to prospective distributors and dealers and then there would be aggressive BTL promotions. The communication would be revolving around driving traffic while education and creating awareness about the store.”
There would also be experiential marketing executed for proper brand engagement. There would be ATL campaigns with communication regarding special services of the store and the campaign would start in the early financial year.
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
