MAM
22feet Tribal Worldwide in association with Hero MotoSports delights the biker community with Rally Life Navigator
22feet Tribal Worldwide, in collaboration with Hero Motosports, the motor sport division of Hero MotoCorp, has launched ‘Rally Life Navigator’ program. Aimed at the biker community, this innovative platform helps riders master rally navigation from the comfort of their home. The program is executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.
The Covid-19 pandemic impacted all walks of life; limiting all outdoor activities, including motorsport. The campaign recognized riders’ inability to race and lead the rally life to break the monotony caused by the pandemic. Rally Life Navigator was developed on the insight that navigation is the key ingredient that makes rallying such a thrilling experience; it is also a crucial element of rally sport. In rallies, it is implemented by a road book, which helps riders navigate the treacherous terrains and reach the finish line. By identifying the integral aspects of the sport that could be implemented using digital technologies, the innovative concept was developed for an end-to-end digital rally experience.
To deliver a seamless and user-friendly experience, a system of easily available ‘zero cost’ digital tools was assembled, which included an integration with Google Earth Pro, Rally Life Navigator web portal, Social Media and PDFs. With a start location, a pdf roadbook for the route and different terrains, the users were provided a wholesome rally experience from home.
Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said, “Unprecedented challenges can lead to unprecedented opportunities and that’s exactly what happened here. The sports world was crippled by the pandemic — no races, no rallies — and the Hero MotoSports team was grounded for all intents and purposes. In the midst of uncertainties, the need for some creativity was stronger than ever to give them a chance to race again! Thus was born the Rally Life Navigator. A very simple hack that sparked a whole new racing culture.”
Rally Life Navigator was promoted in a social media campaign, which ensured that the followers were kept abreast of latest information, activities and race dates. The campaign reached over 5 million people, resulting in over 2200 registrations from motorsport enthusiasts. It garnered over 9.8 million impressions across social media platforms.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
