MAM
Initiative Media becomes media AOR for Urban Company
Mumbai: Online home service platform Urban Company has named Initiative Media, the full-service media arm of Mediabrands India as its media agency on record. The account was won following a closely contested multi-agency pitch and will be managed out of the agency’s Gurugram office.
According to a statement, the business mandate includes both online and offline media duties and will focus on providing comprehensive media solutions to augment business outcomes.
“We are extremely delighted by this association and prepared to position Urban Company as the country’s go-to platform for all of their listed services. Our approach is designed to deliver client-centric results and will ensure elevating the growth momentum for the brand,” said Initiative CEO Vaishali Verma.
Urban Company aims to rapidly expand its national footprint while also launching new products and services pan India, said the brand in a statement. “Initiative’s strategic and audience-first approach and understanding of their unique business model, aligns perfectly with Urban Company’s expectations for their future endeavours, making this a fitting partnership,” it added.
“We are stepping into the next phase of our evolution and expansion now and confident that Initiative will prove to be our trusted partner in this growth story,” stated Urban Company SVP Abhinav Tyagi. “The seamless combination of their superior strategic planning, the robust experience of managing new-age clients, backed by a passionate young team made the mark for us. We are looking forward to a great run together.”
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
