MAM
Sab assigns creative duties to Saints & Warriors
MUMBAI: Multi Screen Media’s Hindi comedy entertainment channel Sab has awarded its creative duties to Saints & Warriors after a multi-agency pitch.
Sab claims that 15 creative agencies were invited for pitches out of which five were shortlisted for second round, before the account finally was bagged by Saints & Warriors.
Pickle is the incumbent agency and has been associated with the channel for the past two and a half years. OMD continues to be media agency for the channel.
Sab EVP and business head Anooj Kapoor said, “We evaluated the agencies on their understanding of our brand and ability to take the brand forward. Saints & Warriors with a robust 360 creative approach seemed an ideal fit for this exciting journey from here on.”
Saints & Warriors chairman Pushpinder Singh added, “Sab holds exciting creative possibilities and as an organisation that progresses on quality of work, nothing excites us more than that.”
Sab with its light hearted content and its brand philosophy of ‘Asli Mazaa Sab Ke Saath Aata Hai’ has recently overtaken flagship channel Sony Entertainment Television.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
