Brands
TTK Prestige’s ‘Deep Lid’ makes a splash on Carter Road
MUMBAI : Forget your average umbrella, TTK Prestige, India’s trusted kitchen whiz, has truly spilled the beans on innovation. They’ve erected a colossal replica of their Prestige Svachh Pressure Cooker’s Deep Lid on Mumbai’s bustling Carter Road. And it’s not just for show; this monumental lid is doubling as a rain shelter, keeping pedestrians as clean and dry as your kitchen counter after a Svachh-cooked curry.
Conceptualised by the clever clogs at DDB Mudra, this installation isn’t just turning heads; it’s a stroke of genius in brand storytelling. It lets the public literally walk through and stand under the very feature that promises no more messy boil-overs. The installation perfectly encapsulates the Svachh range’s philosophy: making daily life cleaner, simpler, and more conscious – a real boon for the Indian homemaker. It’s a bold statement that tidiness isn’t just a chore, but a thoughtful practice that elevates everyday living.
The site also played host to a collective pledge, inviting passers-by to commit to safer and more hygienic cooking habits. Visitors were encouraged to snap selfies and share their vows on social media using #SvachhNoSpillShelter, spreading the “Clean Kitchen Promise” far and wide. Participants even bagged vouchers, a neat little reinforcement of the brand’s belief in empowering Indian kitchens.
TTK Prestige senior general manager & head – marketing, Akila Chandrasekar shared the journey behind the Svachh deep lid innovation, “At TTK Prestige, we believe that innovation should serve a purpose beyond the product. The SVACHH Deep Lid was developed to solve a real issue in Indian kitchens — the mess and inconvenience caused by spillage during pressure cooking. This installation takes that simple idea — one that has quietly improved daily cooking for millions — and magnifies its impact in a public space. It’s a way for us to show how much thought goes into even the smallest design detail and how those details make everyday lives easier. At a time when attention is hard-won, this initiative allows us to engage people meaningfully, without needing to sell to them. It’s visibility with value, a reflection of the brand we aspire to be: intelligent, purposeful, and deeply rooted in consumer insight.”
The installation will remain open for public viewing at Carter Road for the week, serving as both a talking point and a visual reminder that even the most functional products can have cultural flair.
DDB Mudra Creative Head – South, Priya Shivakumar said, “At the heart of this idea is a simple yet strong belief, that thoughtful innovation can solve everyday problems. The Prestige spillage-control lid is one such product born of this belief, and we wanted to dramatize its function in a way that felt both meaningful and memorable. So, we took it out of the kitchen and into the streets — right in the middle of India’s monsoon. With ‘Prestige Svachh No Spill Shelter’, we transformed the lid into a life-size shelter that not only protects people from the rain but also collects and recycles the rainwater it captures. It’s a real-world metaphor for what the product does in homes every day. The idea is functional, sustainable, and a bit unexpected, staying true to the spirit of the brand.”
To top it all off, the launch featured a live performance by indie band Symphony Rush, whose lively set ensured the event was anything but flat, drawing in families, joggers, and the simply curious. Looks like TTK Prestige has cooked up a storm – in the best possible way!
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
