MAM
Omnicom Advertising appoints Rohan Mehta as Chief Transformation Officer
Veteran digital leader to unify capabilities across Kinnect, BBDO, TBWA\Lintas, McCann and Mudra.
MUMBAI: Rohan Mehta is about to transform the way Omnicom Advertising works – because when you’ve already turned a three-person startup into a 600-strong powerhouse, scaling an entire creative network is the next logical campaign. Omnicom Advertising has appointed Rohan Mehta as chief transformation officer, effective January 2026. In this pivotal group-level role, he will shape the capability architecture for one of India’s most influential creative collectives, integrating the strengths of Kinnect, BBDO, 22Feet Tribal, TBWA\Lintas, McCann, Ulka, and Mudra.
Mehta’s mandate is to convert individual agency excellence into a scalable, plug-and-play deployment model. This will make high-impact capabilities in Digital Media, Influencer Marketing, CRM, and emerging technologies easily accessible across the entire Omnicom network in India.
With a distinguished 17-year career in the digital and technology sectors, Mehta brings deep expertise to the role. He joins after a highly successful tenure as Founder and CEO of Kinnect (later FCB Kinnect), where he grew a bootstrapped three-person startup into a 600-strong, multi-award-winning agency. Earlier in his career, he honed his foundational skills in global IT infrastructure and service delivery at Allied Digital.
Mehta seamlessly blends technical rigour with creative innovation, making him ideally suited to lead Omnicom Advertising’s strategic transformation.
From building a digital agency from scratch to now unifying some of India’s biggest creative powerhouses, Rohan Mehta’s journey has been anything but ordinary. As he steps into this new role, he carries the rare ability to turn complex capabilities into simple, powerful solutions – exactly what a transforming advertising group needs in today’s fast-evolving market.
In an industry where change is the only constant, Omnicom has clearly decided it’s time to bring in a leader who doesn’t just adapt to transformation – he architects it.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
