MAM
Abhijit Avasthi bids adieu to Ogilvy
MUMBAI: The national creative director of Ogilvy, Abhijit Avasthi, has decided to move on from the agency after almost 15 years.
Known as one of the gems of Piyush Pandey, Avasthi has been instrumental in some of the memorable ad campaigns for brands like Coca Cola, Cadbury, Fevicol etc.
“Advertising has taught and exposed me a lot of things. Taking these learnings, I want to move on to do something which I love over and above advertising,” says Avasthi and adds, “It would have been unfair on both me and Ogilvy if I cannot give my 100 per cent to what I love doing.”
“Both Piyush and Rajiv (Rao) have been aware of my intentions for a while now and have been very supportive about it,” he says while adding that his exit was planned well so that things don’t fall out of place at the agency.
With an engineering background, Avasthi started his advertising career in 1997 at Enterprise Nexus as a trainee writer. After working there for two years, he went on to join Ogilvy as creative supervisor. In 2002, he was then made creative director and in 2005 was elevated as group creative director.
“I’m taking a break to figure out what should be my next move,” he informs.
A memo regarding his exit was sent out on 28 October 2014 to the employees. “He is currently serving his notice period and will be associated with the agency till end of November,” says a source within the company.
The memo reads:
After a stunning performance as National Creative Director Ogilvy India, Kinu has opted for a creative twist in his professional story. He has chosen to go independent and would also be pursuing some of his other interests. Consequently, he will give up his responsibilities as N.C.D. as of 30 November 2014. However, Ogilvy India is the first to associate with Kinu in his new endeavour and he will be our Creative Consultant on a few key projects. Kinu will also partner Rajiv and me in developing and implementing a robust on-going creative training programme for Ogilvy India.
Kinu’s contribution to our creative reputation, first as a senior creative team member and then as N.C.D. with Rajiv Rao, has resulted in the new age creative revolution at Ogilvy. He has helped build great brands, client relationships and a super strong creative culture in our organisation. His reputation extends beyond India and he is respected as one of India’s most talented creative professionals.
Rajiv Rao will take full charge of the National Creative responsibilities and will discuss the creative responsibilities of current creative leaders over the next few weeks.
Meanwhile, we salute Kinu for his immense contributions and wish him the very best in his next inning.
MAM
Liqvd Asia wins Woodland digital mandate
Agency to handle social, influencers and storytelling for outdoor lifestyle brand.
MUMBAI: Liqvd Asia just laced up for the long trail because when Woodland wants to trek deeper into digital, it picks a partner that knows how to make every step count. Liqvd Asia, the digital-first marketing agency known for fusing creativity with performance, has been awarded the digital communications mandate for Woodland, adding another marquee lifestyle brand to its growing portfolio.
Under the partnership, Liqvd Asia will lead Woodland’s social media management, influencer collaborations, brand storytelling, platform-first content strategies, campaign narratives and community engagement initiatives. The focus is on strengthening the brand’s digital presence and deepening connections with younger, digitally native audiences while staying true to Woodland’s legacy of rugged outdoor footwear and apparel.
Woodland, head of digital marketing Nikita Malhotra Singh said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”
Liqvd Asia, founder & managing director Arnab Mitra added, “Woodland is a brand with strong emotional recall in India, built on adventure, durability and authenticity. We’re excited to translate that legacy into digital conversations that feel current, engaging and culturally relevant.”
Liqvd Asia business head Monish Sanghavi noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a strong, consistent narrative that deepens connect with loyal consumers and younger audiences alike.”
The mandate comes as Woodland continues to evolve in an increasingly digital landscape, aiming to blend its decades-old recall with fresh, interactive storytelling across social platforms and creator ecosystems.
In a market where heritage brands must keep pace with scroll-speed audiences, Liqvd Asia isn’t just handling Woodland’s digital, it’s helping the brand trek from dusty trails to trending feeds, one authentic post at a time.
