MAM
YAAP appoints Smriti Shadra as director-content
MUMBAI: Rainmaker Ventures-backed YAAP has announced the appointment of Smriti Shadra as director-content. She will be based out of the Mumbai office and will report directly to YAAP chief creative officer Deepak Singh.
Speaking on her appointment, Singh said, “Smriti is one of the young and upcoming talents in the industry; with a rare body of work spanning across multiple mediums. We are happy to have her on board; as she is a perfect fit for an offbeat culture that we are looking to create with a team of people having diversified skill sets. I am confident that she will play an integral role in raising the bar of our creative output while leading a team of people from varied backgrounds.”
Commenting on her new role, Shadra, added, “Deepak is very clear about the vision that he has for YAAP, and I am more than happy to be a part of it. Advertising today is continuously changing, so the need of the hour is to evolve with the times. This will surely be an interesting move, as it’ll help me explore a dynamic medium like digital in combination with the design. I'm certainly looking forward to pushing the boundaries and creating some path-breaking work with Deepak.”
Smriti has worked with agencies such as Grey Worldwide, JWT, Leo Burnett, Dentsu India Group, and The Social Street. During her previous tenures, she has worked on brands like DHL, Star, MRF, Britannia, Maruti Suzuki, Max Healthcare, Airtel, The Indian Express, Fortis Healthcare, Madhya Pradesh Police, SBI Cards, Twinings, MOHAN Foundation and Alzheimer’s and Related Disorders Society of India.
She has around 190 Indian and International awards to her credit; across various categories and has been a jury member at The MAA Worldwide Globes, The ABBYS, and The EMVIES. In 2017, Smriti was chosen as an Adobe Young Lantern, acknowledged and judged by the finest jury in the country.
The YAAP Group works with brands like Dubai Tourism, ITC Hotels, Lufthansa, Coca Cola, American Express, SBI Cards, SHRM, NPCI, Assam Tourism along with more than 50 other brands.
MAM
Spinny celebrates Sachin Tendulkar’s 53rd birthday with offer
Customers get Rs 3,500 voucher with car purchases in limited-period campaign.
MUMBAI: Not every birthday comes with a freebie but this one came with four wheels and a voucher. Spinny marked the 53rd birthday of Sachin Tendulkar with a customer-focused campaign titled “Master’s Birthday Treat”, blending nostalgia with a tangible incentive for buyers.
Under the limited-period offer, every customer purchasing a car received a Rs 3,500 TENxYOU voucher, adding an extra layer of value to the buying journey. The vouchers, redeemable across multiple lifestyle brands, extended the experience beyond the transaction into shopping, gifting and everyday indulgences.
The campaign leans on Tendulkar’s enduring image as the ‘Master Blaster’, aligning his legacy of trust and consistency with Spinny’s positioning as a transparent, seamless car-buying platform.
Rather than a conventional discount-led push, the initiative taps into emotion and familiarity, using a cultural icon to anchor engagement while offering a clear, measurable benefit to customers.
In an increasingly competitive digital auto retail market, the move reflects a broader strategy stand out not just on price or inventory, but on experience. By tying a celebratory moment to customer reward, Spinny is effectively turning a birthday tribute into a brand touchpoint.
Because sometimes, the best way to celebrate a legend is to give customers something to drive home literally.
