MAM
OgilvyOne invests in India
MUMBAI: OgilvyOne – the world’s largest CRM and interactive agency – has recently invested in the establishment of a database development and management team in Bangalore. This team, initially comprising four new hires, will work on behalf of the worldwide Bridge database management team, which manages databases for international clients from around the world.
The team will report to CS Krishnakumar based in Bangalore who in turn reports to Fernando Spella, leader of the worldwide team, based in the region’s head office in Hong Kong.
Ogilvy & Mather CEO, India and South Asia John Goodman was quoted in an official release saying, “This is only a small step, but I think it marks the beginning of something significant – India becoming a hub for our worldwide data management business.”
OgilvyOne Worldwide Director, Consulting and Bridge Regional Fernando Spella stated, “We have been developing our Bridge application and data management business for seven years. In line with the growth of the business we had a need to boost our team. After reviewing the options, India was by far the best. It has the people with the right skills and drive.”
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
