MAM
Akanksha Singhal joins Tonic Worldwide as business head – North
MUMBAI: Independent digital agency, Tonic Worldwide has announced the appointment of Akanksha Singhal as its business head – north. Singhal will be leading the agency's operations in North and will be based out of its Delhi office.
With more than 13 years of experience in both the agency and brand side, Singhal is an experienced professional with a demonstrated history of working in the marketing and advertising industry. Prior to Tonic, Singhal worked at Cheil Worldwide, DigitasLBi and Reprise Media. She has worked with brands across many industries including Samsung, Coca Cola, Microsoft, Axis Bank, Dabur, Reckitt Benckiser, Adidas, Bata, Jet Airways, Mothercare, ThumsUp, Kotak Mahindra Bank, Meizu, InFocus, Jockey and many more.
Commenting on the appointment, Tonic Worldwide founder and CEO Chetan Asher said, “Akanksha’s deep understanding of the medium and her entrepreneurial spirit makes her the ideal person to build our Delhi operations while keeping our human focused approach at the core. We plan to grow our Delhi office aggressively this year and Akanksha coming on-board will give new impetus.”
Talking about her new assignment, Singhal said, “Eclecticism converges at Tonic Worldwide, where multifaceted teams have consistently created memorable, business-driving work. I’m honoured and elated to join the team.”
MAM
Xiaomi India launches Redmi Note 15 Special Edition campaign
OML film puts phone through chaos to showcase durability and camera
MUMBAI: If phones could sweat, this one would still keep its cool. In a market flooded with spec sheets and sameness, Xiaomi India has decided to turn up the heat quite literally. The brand’s latest campaign for the Redmi Note 15 Special Edition swaps predictable product demos for a full-blown kitchen meltdown, with celebrity chef Sanjeev Kapoor trading calm composure for controlled chaos.
Conceptualised and produced by OML, the campaign takes a sharply unconventional route. Instead of listing features, it throws the smartphone into a high-pressure dinner service, where Kapoor subjects it to a series of exaggerated, almost absurd stress tests chopping chillies on it, splashing water across its screen, and pushing it through a tense culinary gauntlet.
The message lands without spelling itself out. While the kitchen brigade falters under pressure, the phone does not. By the time a junior chef declares it “cooked”, the device emerges unscathed quietly reinforcing its durability, ultra-slim design, and 50 Master Pixel camera.
The approach reflects a broader shift in how brands are speaking to digital-first audiences. With Gen Z increasingly immune to traditional advertising formats, the campaign leans into storytelling, humour, and cultural familiarity to hold attention mid-scroll. The casting itself does part of the heavy lifting Kapoor, known for his composed persona, appears in an unexpectedly stern avatar, adding an element of surprise that fuels shareability.
For Xiaomi India, the idea was to move away from feature-led communication towards something more experiential. By embedding the product in chaotic, real-world scenarios, the campaign attempts to make performance feel demonstrated rather than declared.
The result is less of an advertisement and more of a content piece, one that understands the algorithm as much as the audience. Because in today’s attention economy, surviving the scroll might just be tougher than surviving a kitchen rush.
