MAM
Starcom, Mudra Max share Aircel media biz
MUMBAI: Mobile operator, Aircel has divided its media duties between Starcom Worldwide and Mudra Max followed by a multi-agency pitch called in September.
Starcom Worldwide will handle the media duties for TV and digital while Mudra Max has will handle print and radio.
The account is estimated to be between Rs 1.8 billion- 2 billion.
It is learned from the sources that only Starcom Worldwide and Mudra Max participated in the pitch.
Dentsu was the incumbent agency.
Confirming the account movement Starcom MediaVest Group chairman- India CVL Srinivas said, “This is extremely satisfying. It was perhaps the biggest pitch in the market this year. It validates for us our media strategy. It‘s more of a testimony for us”.
“This year we have won 14 accounts in last 10 months across offices in Mumbai, Bangalore and Delhi. It has been great for agency‘s growth. It‘s like an icing on the cake,” Srinivas added.
Mudra Max CEO Pratap Bose also confirmed the development and added that Mudra Max was already handling the out of home, events and promotions business for Aircel.
McCann Erickson handles the creative duties of Aircel.
Brands
Blenders Pride unveils The One And Only campaign
New 360 campaign celebrates standing apart in a crowded world
MUMBAI: Blenders Pride Packaged Drinking Water has lifted the curtain on its latest campaign, ‘The One And Only’, sharpening its focus on a simple but powerful idea. In a world full of winners, only one truly stands apart.
Launched on 2 March 2026, the new narrative reframes success as something more than visibility or volume. For the brand, true success lies in distinction. It is not about being one among many. It is about being unmistakable.
The campaign brings this thought to life through three striking protagonists. Avanti Nagrath embodies fearless confidence and individuality. Kirandeep Chahal commands attention with a magnetic, unapologetic presence. Mahieka Sharma represents poise and quiet admiration. Each reflects a different facet of the brand’s personality, yet all share the same defining trait. They rise above.
Set in an aspirational world filled with equals, the film suggests that aura, confidence and style are what set the exceptional apart. It is a subtle reminder that influence is not claimed loudly, but worn effortlessly.
Blenders Pride has long positioned itself at the intersection of style and success, shaping modern Indian aspiration through innovation, industry firsts and iconic fashion platforms. With ‘The One And Only’, it turns the spotlight on a new generation that does not just want recognition. It wants admiration.
Pernod Ricard India chief marketing officer Debasree Dasgupta, said the brand has always believed in success with style and stature. She noted that today’s youth do not merely aim to succeed, but to stand apart with assurance, and the campaign captures that cultural shift.
The creative is backed by a full 360-degree rollout across digital and social platforms, including placements during the ICC T20 World Cup, alongside front-page newspaper ads and prominent outdoor sites across major cities. The aim is clear. To ensure the message of distinction is seen everywhere, yet feels like it belongs to the few.
Conceptualised by Ogilvy India, the campaign reinforces Blenders Pride’s long-standing cultural leadership. As Ogilvy North chief creative officer Nitin Srivastava put it, the brand has always stood for stature, style and effortless panache. ‘The One And Only’ simply distils that philosophy for a new era.
In a marketplace crowded with claims of greatness, Blenders Pride is betting on a quieter confidence. Not everyone can be the one and only. But that, perhaps, is the point.
