MAM
Levis and RSJ have a second go at the Great Indian Rock trick
FMCG major Levis and music publication Rock Street Journal (RSJ) have announced major marketing initiatives for the sixth edition of the Great Indian Rock (GIR) music project.
The event scheduled to rock New Delhi on 9-10 March will see eight selected bands playing before a 30,000 strong audience. The cream of the talent will also get an opportunity to perform in the US.
The two companies, who have jointly floated the idea of the GIR are not sparing any efforts in its promotion. Videos for each of the eight bands will be cut, to be aired on major television channels in India early next year. A compilation CD of selected songs from the chosen bands will be given away free with the February issue of RSJ, according to an official release.
The GIR is also bundling in a social message with the project. A documentary called The Levi’s Great Indian Rock on HIV awareness will be shot on location and shown in schools and colleges around the country. AIDS awareness literature will also be distributed during this tour.
The whole exercise, say the two companies, is to search for original Indian talent in rock music and to provide a platform for original music. The talent search commenced with bands and artistes being invited to send in fresh song material to RSJ four months ago. The publication then spent the time holding events in colleges and youth hangouts in towns and major metros, identifying and digging for talent in various corners of the country.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
