MAM
ONLY launches anti-Valentine campaign
MUMBAI: ONLY India has released a new campaign that revolves around the much talked about Valentine’s Day. Created by WATConsult, the digital and social media agency from Dentsu Aegis Network India, the campaign does not take the usual route. Instead, sketching a little outside the lines, ONLY presents an anti-Valentine’s campaign that resonates with its TG, the 16-24 age group. It is bold and dares to think differently about Valentine’s Day.
Keeping the brand philosophy of this Denmark-headquartered clothing brand in mind – ONLY is about you and ONLY you – WATConsult has rolled out a content series that appeals to the things one really loves. Based on the concept, ‘It understands you’, sometimes a whole lot better than your partner, the series revolves around the things that millennials really care about – shopping, Pizza and chocolate among others. The campaign also highlights interesting ‘Valentine’s Day’ offers by ONLY across its social media channels.
BESTSELLER India country head Vineet Gautam says, “With ONLY, we have always kept the brand communication relevant to the young audience through exciting talking points and have thus, successfully established the brand as a go-to destination for millennials. This campaign embodies the fun loving and edgy ONLY girl, who challenges the stereotypes with self-confidence and embraces the possibilities within everyday life.”
Highlighting the facets of the campaign, WATConsult founder and CEO Rajiv Dingra, “The campaign works on the insight that girls have other loves in their life beyond their boyfriend and we take a tongue-in-cheek route to the usually mush filled valentine day campaigns. The ONLY audience is the young and fun loving girl and this campaign resonates very well with their personas.”
The campaign that went live over the weekend has already received an encouraging response. On Instagram, it has reached out to over 28,000 users with 450+ engagement on this content series alone. Meanwhile, Instagram Stories, which play a key role in driving campaign reach, have garnered an average reach of over 12,000 impressions per story advertised. On Facebook, it has reached out to over 54,000 users with 130+ likes, comments and shares of these posts. The campaign will stay live till February 14 with a few more interesting pieces lined up!
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
