MAM
Mudra bags creative duties of Maharashtra Tourism Development Corporation
MUMBAI: Mudra Mumbai has been appointed to manage the brand building activity of Maharashtra Tourism Development Corporation (MTDC).
In an endeavour to exploit Maharashtra’s diversity, MTDC is planning a
public awareness programme to create awareness about the tourism products in Maharashtra.
Mudra managing director and CEO Madhukar Kamath said, “We are very pleased that Maharashtra Tourism Development Corporation has chosen to partner with us for their brand building exercise. We will work alongside MTDC to combine our expertise in building a brand to spearhead a multi- layered initiative to promote tourism in Maharashtra. This is a showcase account, it is a win we are all very excited about.”
Mudra Mumbai president Jude Fernandes said, “We are absolutely delighted with the MTDC win. Our job will be to build a strong presence for the brand in India. We went through a very comprehensive pitch process; eventually the advertising business was awarded to Mudra .The agency has already been briefed to work on the new campaign. The principal challenge on the account is to enable Maharashtra Tourism Development Corporation attract a sufficient tourist base. It’s a challenge that I’m looking forward to.”
Over 15 agencies were in the fray and the selection process included showcasing relevant experience, competencies and credentials, followed by a strategy and creative presentation for the brand.
Brands
Philips Avent appoints Yami Gautam Dhar as brand ambassador
New campaign urges parents to choose science-backed sterilization over traditional boiling.
MUMBAI: Indian parents have long believed that boiling baby bottles keeps germs at bay, but Philips Avent is gently suggesting it’s time to turn up the heat on that tradition with science. Philips has launched a new campaign highlighting the importance of sterilization in infant care, positioning its Philips Avent Sterilizer as a more effective solution than the age-old practice of boiling. The campaign, which also announces acclaimed actor and new mother Yami Gautam Dhar as the brand ambassador for Philips Avent in India, draws on a powerful cultural insight: the deep-rooted Indian tradition of protecting children from the evil eye (nazar).
The film cleverly connects familiar customs such as using salt, chillies, applying a black tika, or evil eye bracelets with modern parenting realities. While these traditions offer emotional comfort, the campaign gently points out that they may not be enough to protect against germs and infections. Backed by a recent survey, Philips claims the Avent Sterilizer delivers up to 2X better germ protection compared to boiling, along with fewer reported illness episodes among infants.
Philips Personal Health, Country Head Shukla said many parents still rely on boiling without realising the difference in effectiveness. “Our survey findings indicate fewer reported infant illness episodes in homes using the Philips Avent Sterilizer. With this campaign, we want to empower parents with knowledge and solutions that combine science with care,” he noted.
Welcoming Yami Gautam Dhar, Shukla added that as a new mother herself, she brings authenticity and relatability to the message, balancing trusted traditions with informed choices.
Yami Gautam Dhar said motherhood makes every decision feel significant. “Learning about proper sterilization was an important part of my journey. The Philips Avent Sterilizer offers up to 2x better germ protection compared to boiling, making everyday baby care safer and easier. I’m proud to partner with a brand that supports parents in making informed choices.”
The Philips Avent Sterilizer is available across leading e-commerce and quick commerce platforms including Amazon and Firstcry, major baby care retailers, and select electronics stores across India.
In a country where protecting little ones is both a cultural duty and a daily ritual, Philips Avent is serving up a modern twist: keep the love, add the science because when it comes to germs, a little extra protection can go a long way.
