MAM
Vandana Verma promoted as Arc Worldwide India COO by Publicis Communications
MUMBAI: Publicis Communications India has announced the promotion of Vandana Verma as Arc Worldwide India COO. She will continue to report to Publicis Communications South Asia CEO Saurabh Varma.
Verma holds over two decades of experience in experiential marketing and had joined Publicis Groupe in 2012 as its VP. She was handed the reins of Arc Worldwide India in 2017. Under her astute guidance, Arc Worldwide has grown to become one of the leading brand activation and experiential agencies in the country working with top notch clients such as Nerolac, Citibank, Nissan, Welspun, Shell, P&G, Fitbit, Hewlett Packard, IOC, Skoda SBI, UB Group, Hotstar, Odisha Government, Cisco, Godrej Security Solutions and Sandisk among others, within just two years.
Through the Publicis Groupe’s “Power of One” model, Arc Worldwide works closely with its creative, media, digital and PR agencies i.e. Leo Burnett Group, Publicis Worldwide, L&K Saatchi & Saatchi, Digitas, MSL, to deliver best-in-class experiential solutions that create shopper interactions with brands. These solutions are designed using tools, learnings and expertise from across the Groupe’s global network.
Publicis Communications South Asia CEO Saurabh Varma said, “Arc Worldwide has seen tremendous growth in the last two years in India. The agency, under Vandana’s leadership, has played a critical role in enabling and taking our ‘Power of One’ platform to greater heights. Arc Worldwide has provided its clients meaningful “Acts” merging data, technology, human insights and behaviours, to create incredible work. The next few years is going to be big for experiential marketing in India and I couldn’t have asked for a better leader than Vandana to take this head on.”
On her new role, Vandana said, “India has proved to be one of the biggest markets for Arc Worldwide across the globe. The shopper and experiential market in India is witnessing a shift from being looked at as an “activation” or “event” management category to a more robust solutions partner for brands. This is primarily because today, people want to have an immersive experience with products. For brands in turn it’s a great time to invest more in experiential marketing because of the different tools, technology and data points we use currently to help them understand their consumers a lot more in detail. I’m looking forward to exploring more innovative ways to really use this market to its full potential and continue to deliver on best-in-class solutions for our brand.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
