AD Agencies
Dentsu Webchutney introduces ‘Bro’ster for smart drinkers
MUMBAI: Clubs, pubs and other F&B establishments have constantly tried their best to grasp the attention of their patrons in different ways. However, most experiences are soon forgotten once the night passes. And all that remains as a mark of a great night is an even greater hangover.
Cue in Morning Fresh- a safe and natural alcohol detox drink that gives you a shot at a fresh start the next morning. But here’s the thing. No one can estimate whether a hangover is in line before it’s too late- especially when we’ve had one too many!
This is why, Morning Fresh, along with its digital partner, Dentsu Webchutney, has created a ‘Bro’ out of the one thing that knows how you drink best: the Coaster. Dentsu Webchutney, in partnership with Morning Fresh, has designed the Bro’ster – the first-ever interactive coaster that holds your drink, helps you drink smart, and even cues in a hangover in real time! Much like a wingman, for your drink.
The Bro’ster is a pocket-sized entertainer with built-in load sensors that calculate your drinking data over a span of time and it throws up funny, flirty and sometimes sarcastic messages on its LCD screen, after every sip that you take.
Once you’re done drinking, the Bro’ster even plans to use the data received through your session to set customized rewards and offers. Think cab-rides for those that drank too much, to food coupons for those who’ve had very little, to bottles of Morning Fresh when the Bro’ster knows you may have a hangover.
“At Morning Fresh we are always trying to push the envelope to create an innovative and fresh experience for our customers. As a young brand, it is important for us to find ways to engage with our audience in a meaningful and relevant way,” says Mitali Tandon, Co-Founder of Morning Fresh.
“The brand promise of Morning Fresh and the entire Bro’ster experience were a great fit,” says Gautam Reghunath, Senior VP, Dentsu Webchutney. “Though the Bro’ster is still in its early stages, we can’t wait to explore its possibilities and develop it further. Internet of Things is an area we’re experimenting with for a lot of our clients through the Dentsu Webchutney Innovation Labs. The idea is to consistently try and create new, out-there experiences that can get brands and consumers to interact,” he adds.
“We wanted to ensure no one felt left out,” says PG Aditiya, Creative Director (Copy) at Dentsu Webchutney. “Alone or with your gang, the Bro’ster will surely make your night a memorable one.”
The way forward for the Bro’ster? Mitali says, “We’re starting with a few pubs and bars in Bangalore, and hope to scale it to serve more patrons. Additionally, it is exciting to see the role real–time data can play in the F&B industry.”
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.
