MAM
Leo Burnett Mumbai wins AMW truck business
MUMBAI: Leo Burnett, Mumbai, has been appointed as the creative agency on record (AOR) for Asia Motor Works (AMW), the truck manufacturing company in India.
The account was earlier with RK Swamy BBDO.
AMW had called for a multi-agency pitch in Mumbai a couple of months back.
Leo Burnett chairman India Subcontinent Arvind Sharma says, “The truck manufacturing industry is booming in India. And the last few years have seen a lot of heightened activity in this sector. But standing tall against the age old market leaders requires a very different, non-traditional thinking. Using the Human Kind Approach, we presented ideas that would energise the entire business. It is exciting to be associated with a young, fire-in-the-belly brand like AMW.”
One of the biggest challenges for AMW is to stand the test of a challenger brand and capture a considerable share of the market, which for years has been led by well-established brands.
“Today, our aim is to engage the imagination and emotion of people who think their needs are already being met by their current options. To get AMW into that consideration set defines our current advertising objective”, says Leo Burnett Mumbai VP Anup Vishwanathan.
AMW offers a range of solutions in the transportation industry, with fully built trucks being their mainstay.
The Leo Burnett team is aiming to make ‘AMW’ synonymous to ‘trucks’ in the coming years. A tall order considering that the market is dominated by brands such as Tata and Ashok Leyland.
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
