MAM
Taproot Dentsu wins creative mandate for Biba
MUMBAI: Taproot Dentsu has been awarded the creative duties for the Indian ethnic brand, BIBA. The account was won by the dentsuMB company and creative agency from the house of dentsu India following a multi-agency pitch, and will be serviced from the agency’s Gurgaon office.
As per the mandate, Taproot Dentsu will create campaigns for BIBA’s ‘2022 spring-summer collection’. The focus will be on the brand’s perspective on today’s woman and its commitment to providing her ample choice in terms of outfits, irrespective of the occasion.
Speaking of the association, BIBA managing director Siddharath Bindra said, “We are excited to partner with Taproot Dentsu as our creative partner for BIBA. They bring to the table a good mix of understanding the category and interesting creative outputs for the same. We look forward to our partnership and creating some great campaigns together.”
“Biba is a well-established brand that every woman has seen, heard of, and at some point, shopped from,” added Taproot Dentsu Gurgaon executive vice president & head of office Abhinav Kaushik. “To work with such a well-entrenched brand in giving it a contemporary voice that will connect with the woman of today is both exciting and challenging. We are working closely with the Biba team for their upcoming collections and are gearing up to create a fantastic campaign for 2022.”
BIBA has recently launched a variety of styles such as workwear, occasion wear, fusion, mix & match, to name a few. Apart from this, the brand has also launched a line of clothing called ‘BIBA Girls’ for young girls aged 2-15.
Taproot Dentsu national creative director Titus Upputuru commented, “Fashion is such an exciting segment! In my college days, I remember creating designs for a few women’s Indian wear design boutiques in Delhi. When we got a chance to work on Biba, a homegrown Indian brand, my mind went straight to my college days. Working on the new direction of the brand and checking out the new collections was so fascinating. The colours, the fabrics, the cuts are all very exciting and we are excited to create stunning new campaigns for the brand!”
Brands
Paytm taps Ujas Shah as vice president for sales, business development
Veteran executive to drive swiping devices and merchant-led growth
BENGALURU: Paytm has appointed Ujas Shah as vice president—sales business development, reinforcing its push to scale offline payments and device-led monetisation as competition in fintech intensifies.
In the role, Shah will lead business development for swiping devices, shape go-to-market strategy and oversee profit-and-loss execution across Paytm’s offline payments stack. His remit includes expanding distribution, tightening merchant lifecycle management and rolling out KPI-led sales systems aimed at improving acquisition and retention.
The appointment reads like an operational signal from the top: execution, discipline and scale now matter as much as growth. Industry executives say device-led payments, long viewed as margin accretive, are back in sharp focus.
Shah is a long-standing Paytm executive, having previously served as national sales head, assistant vice president and general manager for sales. Before joining the company, he held senior roles at Kinara Capital, where he was field sales head, and earlier at Idea Cellular, Tata Teleservices, Samsung Electronics and Asian Paints.
His two decades across telecom, consumer and fintech businesses give him a rare, cross-sector view of distribution-heavy models: an asset as Paytm looks to extract more value from its merchant base amid tighter capital and higher investor scrutiny.
