MAM
PepsiCo India awards digital duties of 7UP to Proximity India
MUMBAI: Proximity India has won the digital mandate of PepsiCo India‘s soft drink brand, 7UP. The agency will also handle 7UP‘s social media activities.
PepsiCo India EVP- Marketing Ruchira Jaitley said, “Proximity India is a part of the PepsiCo agency team. Proximity has done award winning work with PepsiCo in the past and we were delighted with the strong creative work and strategic thinking demonstrated by Proximity India. Proximity is amongst most awarded digital agencies globally, and we look forward to being able to draw upon their international networks for learnings from across the world.”
BBDO/Proximity CEO Ajai Jhala added, “7UP is BBDO‘s founding brand and winning the digital account in Proximity‘s first year of operations makes it that much more special. We are really excited about this win and are looking forward to delivering truly interactive digital ideas.”
“We can‘t be more thrilled than working on this iconic brand and look forward to collaborate on big ideas and amplify them in everything that is digital today.” Proximity India VP and head Ranjeev Vij averred.
Apart from 7UP, over last couple of months Proximity digital team has added clients like Nissan, Visa and Doublemint to its portfolio.
Early next year, Proximity will launch their proprietary Digital Lab Initiative in India, which is a multi-faceted program, designed to drive digital thought leadership and to provide a significant added value service to its clients.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
