MAM
Initiative appoints Alok Sinha as chief strategy officer
MUMBAI: IPG Mediabrands has appointed Alok Sinha as chief strategy officer in line with the agency’s transformational vision merging legacy with new-age dynamism.
In his new role, Sinha will be driving Initiative’s strategic planning nationally and will be working collaboratively with all clients of the agency, including Amazon, Reckitt Benckiser, Bajaj Auto, Dish TV, Too Yumm, Anchor Electricals, and Carlsberg, to name a few.
Sinha moves from Ogilvy & Mather, where he headed strategy for the northern region as president – planning.
“Alok comes with multifaceted experience which is rare to find – research, consumer insight, tools, media strategy and account planning in a creative agency. His coming on board is a demonstration of our commitment to raising Initiative’s strategy, tools and product to a whole new level. I am delighted to have him on board,” says IPG Mediabrands CEO Shashi Sinha.
Armed with a bachelor’s degree in Physics and an MBA in Marketing, Sinha began his career as a trainee with Lintas (now Lowe) in Mumbai with its research wing, Pathfinders. He then moved to the Gallup Organisation, where he managed to transform its smallest revenue client into its biggest.
Seeking a more well-rounded exposure, Sinha then moved to the creative side and joined Ogilvy & Mather as a planner, where he worked on brands like IBM, Unilever and Vodafone. His stint in Ogilvy was followed by a long period in media agencies, including Carat and Mindshare, in multiple roles ranging from communication planning & business development to strategy and tools and process both in India and the Asia Pacific region.
Talking about his association with Initiative, he said, “I am back to Media where my heart belongs. Initiative is in a process of transformation and I am thrilled to be part of this change.”
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.
