MAM
dentsu X tops global RECMA rankings for third time in a row
Mumbai: RECMA, the independent research firm that evaluates media agencies, has launched its ‘overall activity volume rankings’ report for July 2021. According to the report, dentsu X has been acknowledged as the ‘fastest-growing media agency globally’. With 8.8 per cent Year-on-Year (YoY) agency growth and a growth of 81 per cent over time, dentsu X has won the title for the third consecutive year.
“To be recognised in this way for three years straight is a great endorsement of our proposition, ‘experience beyond exposure’, which places consumer delight back at the heart of marketing,” said dentsu X global client & brand president, Sanjay Nazerali while commenting on the RECMA ranking. “It is a testament to the long-held dentsu edict of ‘servant leadership’ – we only win when our clients, teams, and partners win too,” Nazerali added.
Additionally, basis the qualitative parameters, the agency also secured the title of ‘#1 dominant agency’ by RECMA in February. The agency has bagged this recognition for the second time in a row.
dentsu CEO, media – South Asia and dentsu X India CEO, Divya Karani shared, “Our trajectory is a reflection of sharply identifying marketers’ needs and partnering them in driving real outcomes. Creating sustainable value, prizing the enduring over the short term is how we have become trusted partners.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
