MAM
Tejas powers up Powertel’s network speed
MUMBAI: Powertel, the telecom arm of Power Grid Corporation of India, has tapped Tejas Networks to supercharge its pan-India DWDM network with a lightning-fast 400Gb per second upgrade. The project marks another major milestone for the Bengaluru-based tech player, which will design, supply, install, and integrate a next-generation SDN-based DWDM system across new and existing sites.
Tejas will roll out its flagship multi-terabit TJ1600 DWDM/OTN platform, capable of delivering up to a staggering 1.2Tb per second per wavelength while supporting the cutting-edge alien wavelength technology, a feature that allows seamless data transmission over third-party systems.
Tejas Networks chief operating officer and executive director Arnob Roy said, “We are delighted to extend our partnership with Powertel to expand their backbone capacity and meet the surging demand for high-speed connectivity from data centres, telcos, government and enterprises. Our alien wavelength solution provides a cost-efficient way to scale bandwidth while ensuring diversity and speed to market.”
A part of the Tata Group, Tejas Networks designs and manufactures high-performance networking products for telecom, defence, utilities, and government clients in over 75 countries. With this upgrade, Powertel’s network is set to handle India’s growing data surge with more power, precision and, quite literally, a better connection.
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
