MAM
404 Innovation Studio taps Arthur Lobão as CD
MUMBAI: Creativity just got a new code at 404 Innovation Studio. The Galeria Holding company has appointed Arthur Lobão as its new creative director, joining forces with Thayssa Szymanskyj and creative duo Carlos Yanke and Michelle Gorodski, collectively known as Carchelle.
Lobão’s arrival marks a new creative era for the studio, following the integration of part of EST.31, the independent creative outfit he founded in 2024. Known for its equity-based business model built for startups, EST.31 earned international acclaim for rethinking how creativity fuels entrepreneurship, even bagging the title of New Studio of the Year at the Latin American Design Awards 2025.
A self-described hands-on creative, Lobão brings over a decade of experience leading teams across Latin America, including Mexico. He helped build and scale creative hubs at Nubank, NotCo, and Stone, taking them across 12 countries. His portfolio also spans global giants such as Netflix, Google, Amazon Prime, and Diageo, reflecting a blend of tech fluency and artistic finesse that few can match.
“Arthur represents the future of creative leadership,” said 404 Innovation Studio co-founder and chief creative officer Rafael Caldeira. “He doesn’t just craft great ideas, he understands how creativity drives business value at every stage. His mix of entrepreneurial mindset, global experience, and creative sharpness makes him the perfect fit to lead our next phase of growth.”
Lobão shared his excitement for the new role, saying, “Great creative work only happens when you’re fully invested in every layer of a brand, from story to business. That’s why I’m thrilled to join 404 Innovation Studio, a place built to push boundaries and work side by side with brands at their core.”
In his new role, Lobão will oversee creative output across brand strategy, campaigns, and experiences, working closely with clients to craft ideas that spark both cultural impact and business growth. His appointment signals 404 Innovation Studio’s continued commitment to blending strategic innovation with creative excellence, a combination that’s fast becoming the studio’s signature.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
