MAM
OML ropes in Manav Parekh as creative head for its branded practice
Mumbai: A storied content studio and creator management company operating for close to 20 years, OML Entertainment, is further forming a robust layer to turbocharge this thriving digital ecosystem. The company is reinforcing its in-house creative agency, which will witness creators and creatives come together under one roof – a move that will strengthen OML’s pole position in connecting brands and platforms with their audiences and consumers. And in line with this, the company has onboarded Manav Parekh as the creative head for its branded practice.
His role at OML will see him as head creative, leading all branded content work across all businesses at OML.
Parekh has over 17 years of experience in the creative and content space. His last stint at Leo Burnett as executive creative director – digital has seen him work with brands like Meta, Jeep, Visa, Ensure, Nerolac, KTM and PhonePe. Meanwhile, his keen interest in craft beer led him to consult with and launch BrewDog, a Scottish craft beer in India.
Prior to this, he was the creative head at VICE India, where he worked on long-form content for brands such as Mountain Dew alongside experiential IPs like BUDX by Budweiser. A seasoned digital creative across organisations such as Disney+ Hotstar, Edelman, Indigo Consulting, JITB and Hungama, Parekh brings creative solutions to the table that are truly out-of-the-box.
Currently, OML’s creative team is a fast-growing team. The team has won mandates for brands such as Swiggy Instamart, Tinder, Ajio, Teeling Whisky in USA and Santa Teressa in USA, to name a few.
On his appointment, Parekh said, “I am hugely excited to be part of an organisation that has always championed new-age pop culture in India. OML is intrinsically at the nexus of the creator economy and, by extension, the digital content landscape in India. Brands are getting bolder than ever before, thanks to digital, evolving comms at breakneck speeds. As creatives at OML, our endeavour is to address this and be at the forefront of new-age brand building that is quick, impactful and most importantly, sustainable. We believe that brands aren’t just advertisers but publishers too. This is reflected beautifully in our teams with not just advertising folks but creatives from varied backgrounds, from stand-up comedy to long-form content specialists. I am super stoked for this journey, can you tell?”
OML Entertainment chief operating officer Tusharr Kumar mentioned, “At OML, we’re always looking for people who want to work at the cutting edge of digital content evolution. In fact, we’re attracting talent from traditional advertising agencies and businesses as they want to work in a collaborative space that gives them a canvas to express on in newer, unconventional ways, a space that’s the future in the creator and creative ecosystems. Parekh’s ability for brand storytelling and understanding of the new media space will help us drive a big impact for our brand partners – old and new. We’re looking forward to working with Parekh and continuing building the creative teams at OML.”
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
