Brands
Ad veteran Joy Mohanty turns up the .Potntial with creative role
MUMBAI: Joy Mohanty has been elevated as executive creative director at global brand and experience design company .Potntial. He was the creative director before this elevation.
The seasoned adman has a bulging portfolio spanning more than three decades, having cut his teeth at FCB Ulka in 1993 before climbing the greasy pole at agencies including Leo Burnett, Contract, Capital Advertising (later Publicis Capital) and Lowe Lintas.
Mohanty’s CV boasts some enviable coups, including spearheading efforts to snatch the coveted Thums Up account from a 25-year incumbent while at Lowe Lintas. He also launched Google Pay (Tez) in India and helped create work for Google Railwire that nabbed a Cannes finalist spot in 2019.
His creative fingerprints can be found on campaigns for automotive giants Maruti Suzuki, where he orchestrated “one of India’s most disruptive car launch programs” for Swift. One of his creations—the “Kitna Deti Hai” campaign—has been immortalised by Brand Equity/Economic Times as among “the iconic ads that shaped Indian advertising.”
With stints handling spirits (Pernod Ricard’s Absolut, Blenders Pride and Glenlivet), technology (Google and HP), tyres (Michelin and Apollo) and travel brands (Makemytrip and Spicejet), Mohanty has demonstrated versatility across categories.
No stranger to creative accolades, he has bagged prestigious gongs including The One Show 2002 for Dabur Back-Aid and D&AD 2002 for Dabur Capsico, which he describes as “an early example of using disruptive packaging as an advertising medium.”
His new home, .Potntial, positions itself at “the intersection of business, culture, design and tech,” targeting startups with global ambitions and legacy Indian firms seeking a pivot. The company aims to fill what it sees as “the gap between traditional branding methods and the evolving needs of new-age enterprises.”
For a man who once ventured into entrepreneurship with film production company Lumiere Films back in 1998, this new role might just offer the perfect canvas for his creative potential—or should we say, .Potntial.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
