MAM
ADAE group set to overhaul its branding and communication
MUMBAI: The ADAE group is all set to overhaul its branding and communication strategies, focused around customer centricity. Post the Reliance split Anil Ambani had inherited the entire customer facing businesses of the Reliance Group viz Reliance Infocomm, Reliance Capital and Reliance Energy. On the agenda is now the ensuing branding building exercise, for which the newly formed entity has decided to re-look their existing agency relationships and call for a pitch.
The ADAE group has already inducted former Levers’ man and Nokia marketing head Sanjay Behl as head, branding, Reliance Infocomm, Nalini Gupta as marketing advisor and Ajay Kakkar as head of marketing, Reliance Capital.
The company is considering fresh agency pitches to take care of
the various customer segments within Reliance Infocomm as well as other ADAE group companies such as Reliance Capital and Reliance Energy. Post Anil Ambanis takeover of RIC, it may be recalled that he had almost instantly announced that apart from Infocomm, both REL and RCL would see the infusion of much needed capital to take them individually into the top 3 players of their industry segments.
The agencies currently handling the Reliance Infocomm account are
Saatchi and Saatchi and Ambience. Reliance Infocomm will be looking to work with multiple agencies for its various customer segments. While Reliance Capital and Reliance Energy are being handled by Mudra currently.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
