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D2C brand Plum ropes in Mithila Palkar as brand ambassador
Mumbai: Homegrown beauty and personal care brand Plum on Thursday announced that it has signed actor Mithila Palkar as its first-ever brand ambassador.
Starting her acting career in 2014, Mithila is known for a wide variety of roles that she has portrayed in films and web series. She is also a popular singer. “Being one of the most vivacious and spirited actresses, Mithila exemplifies the girl-next-door image and will appear in key Plum campaigns across digital media,” said the brand in a statement.
“Plum is a youthful brand that resonates with the confident woman of today. So, onboarding a millennial youth icon like Mithila Palkar seemed to be a natural fit. She reflects Plum’s values of being honest and real,” stated Plum CEO and founder Shankar Prasad. “Our association with her is a step towards strengthening the connection with our customers and reaching out to millions of more women who will emotionally associate with our brand and love using our products.”
One of the fastest growing BPC brands in the online space, Plum is available on e-commerce marketplaces such as Amazon, Flipkart, Nykaa and Purplle and in over 250 towns and cities in India, through 900+ assisted retail outlets, and over 10,000 unassisted outlets, said the statement. The brand recently won the Best Vegan Cosmetics award at the PETA India’s Vegan Fashion Awards.
“I deeply resonate with the philosophy of the brand and their unique approach towards creating products which are truly good for your skin,” said Mithila Palkar. “In Plum, I have found my partner, which provides an authentic, dependable, efficacious, and delightful experience in skincare. I am truly glad to be associated with them.”
MAM
Publicis Groupe acquires sports marketing agency 160over90
Deal strengthens Publicis Sports with global scale and talent partnerships.
MUMBAI: Publicis Groupe has just scored a major goal in the sports marketing arena and this time, it’s not just about fans in the stands, but brands looking to win big. The French advertising giant has entered into a definitive agreement to acquire 160over90, a leading global sports and culture-first agency that is part of WME Group. The move builds on Publicis Sports’ recent expansions, including the acquisitions of Adopt and Bespoke in 2025, a partnership with Magic Johnson Enterprises, and the launch of Influential Sports.
The combined Publicis Sports group will be led by Suzy Deering, CEO of Publicis Sports. Robbie Henchman, most recently President of 160over90, will stay with WME Group as Senior Partner and President of its brand representation business while overseeing the strategic partnership between WME Group and Publicis Groupe.
160over90 employs over 670 people across the US, UK, EMEA and APAC. It specialises in creating meaningful connections between brands, sports events, properties and culture. The sports media market is valued at $150 billion globally, while sports sponsorships have crossed $90 billion, yet many marketers still struggle with fragmented and outdated approaches.
With this acquisition, Publicis aims to offer brands a more unified solution through greater scale and reach across key markets, data-first optimisation powered by the Publicis Sports Intelligence platform, activation of the creator economy via Influential, and a new strategic talent and entertainment partnership with WME Group.
Publicis Groupe CEO Arthur Sadoun described sport as one of the most high-value channels in the age of AI. “This acquisition is the latest demonstration of our ongoing commitment to investing in the channels and capabilities that deliver the highest value for our clients,” he said.
Publicis Connected Media CEO Dave Penski added that sport has become the most powerful intersection of culture, commerce and community.
WME Group president and managing partner Mark Shapiro noted that combining 160over90 with Publicis Sports will create an unmatched offering for brands seeking deeper connections with sports fans.
In a fragmented sports marketing landscape, Publicis has clearly decided that the best way to win is to bring the whole team together turning scattered plays into one powerful, end-to-end strategy that connects brands to fans in meaningful and measurable ways.
