MAM
Arnab Mitra quits Starcom to pursue own interests
MUMBAI: Starcom MediaVest Group (SMG) national director- digital Arnab Mitra has decided to move on from the agency.
Mitra will be serving his notice period at the agency till the end of December.
Confirming this to Indiantelevision.com, Mitra said, “Yes, I have put in my papers. The journey at Starcom was very good. I have been handling the digital practice of the agency. We have won many digital businesses and I am glad that we could do so.”
Mitra declined to disclose his next venture but hinted that he might do something of his own. He has already invested in a couple of businesses.
He had joined SMG in June 2011 from MediaContacts, a Havas Digital Company, where he was regional director – South Asia. He has spent nearly a decade with leading digital companies including three years in London with Purple Media, a UK based agency, where he was instrumental in launching and implementing their affiliate network across Europe.
Mitra has also worked with Ignitee and Pinstorm before moving to the Havas group.
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
