MAM
Ajay Gupte talks about the fabulous three years of Wavemaker India
NEW DELHI: It has been three years since two very successful agencies called MEC and Maxus merged to give birth to Wavemaker India. The fledgling venture from the house of WPP’s GroupM already enjoys a market share of anywhere between 12 and 15 per cent, as per reports. Boasting valuable clients like Vi, Mother Dairy, Mondelez, ITC, and Supr Daily, to name a few, the agency has made great strides in seemingly no time at all. As the agency celebrates its third anniversary today in India, Wavemaker South Asia CEO Ajay Gupte, who took over from Kartik Sharma earlier this year, talks to Mansi Sharma from Indiantelevision.com about the journey thus far, their future growth plans, and how 2020 has made Wavemaker a more tight-knit and hands-on family. Edited excerpts follow.
On three-years of Wavemaker
Wavemaker, in many ways, is a very special and unique agency because it happens very rarely that you get this opportunity to take two powerhouses and merge them to create something massive. Combining MEC and Maxus gave us the ability to invest in many things that we believed in and understood will be important for the future. With our combined strengths, we invested in data, tools, digital, programmatic, etc. and that really helped us in creating a strong bond with our clients. All these investments also helped us greatly in managing our business through this tough time of the pandemic.
On the challenging year 2020
2020 has been a massive experience for all of us in many ways. But for the agency, it came as a big opportunity to utilise and promote the many investments we made in the previous two years – be it in the data and analytics space, influencer capabilities, the effectiveness labs, etc, and give our clients the best services possible.
On the team-level, we have gotten much more closer and understanding of each other. Earlier, our teams in various states could manage to meet once or twice a year, but now we are having at least two meetings every week. We are thinking about the future, the challenges, and how we can improve on our offerings. We also managed to do some amazing work for our clients, especially in the content space.
On the new leadership panel
I am very blessed to have such a phenomenal team here in India. The recent shifts in roles and promotions have only made it better for us. Premjeet (Sodhi) is an industry stalwart and getting him on board has added so much depth and intelligence to our work. Kishan Kumar has been with us for 17 years and he is extremely innovative. Mac Machiach is a fabulous resource for client relationships and I am very confident of him handling our one of the most valuable accounts of ITC. I am very proud of Sandeep (Pandey) who has now taken up a global leadership role. The best part is that he is based in India, so we can always approach him to help the teams.
On his vision for future
I am positive that 2021 is going to be very positive for us. I see it as a massive opportunity. We, therefore, want to strengthen our capabilities and investments in the data, content, and influencer capabilities. Our tools, analytics, and strategies are only going to be sharper.
From a work culture perspective, it is definitely on our agenda to make Wavemaker India an inclusive workplace with gender ratios balanced. In fact, it is a wider WPP agenda that we are very seriously following to adopt here as well. We are taking small steps by making women feel more empowered and comfortable in the workplace, giving them much-needed respite when it comes to maternity or family roles. I am not saying that we are perfect, but we definitely are making strides in the right direction, towards becoming a good workplace for people of all sexualities and socio-cultural and economic backgrounds.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
