MAM
Arunabh Biswas is Candid Marketing associate creative director
MUMBAI: In a bid to expand its digital business division, brand activation agency Candid Marketing has appointed Arunabh Biswas as associate creative director for its Mumbai office.
“Biswas‘s experience proves his ability to provide the right direction to our expansion. Over the next year, Candid will be at the forefront of digital activations,”says Candid Marketing VP content & planning Amrita Kumar,
Says Biswas, “Today‘s age of communication is getting increasingly concentrated around the digital world. It is a constant ground of innovation and apt use of knowledge. Candid has been regularly creating campaigns which re-define innovations in the activation space. With its entry into the digital space it has a new aim, the agency bring forth the values that have led it thus far.”
Prior to this, Biswas was Web Chutney creative consultant. He handled brands like Airtel, Metlife, Maruti Wagon R, KFC and Makemytrip.com.
Over the last year Candid has grown by over 40 per cent, providing on ground activation strategies to clients like HUL, Nokia, ESPN Star Sports, Cadbury, Pepsi, Star TV and Mars Foods.
MAM
Spinny celebrates Sachin Tendulkar’s 53rd birthday with offer
Customers get Rs 3,500 voucher with car purchases in limited-period campaign.
MUMBAI: Not every birthday comes with a freebie but this one came with four wheels and a voucher. Spinny marked the 53rd birthday of Sachin Tendulkar with a customer-focused campaign titled “Master’s Birthday Treat”, blending nostalgia with a tangible incentive for buyers.
Under the limited-period offer, every customer purchasing a car received a Rs 3,500 TENxYOU voucher, adding an extra layer of value to the buying journey. The vouchers, redeemable across multiple lifestyle brands, extended the experience beyond the transaction into shopping, gifting and everyday indulgences.
The campaign leans on Tendulkar’s enduring image as the ‘Master Blaster’, aligning his legacy of trust and consistency with Spinny’s positioning as a transparent, seamless car-buying platform.
Rather than a conventional discount-led push, the initiative taps into emotion and familiarity, using a cultural icon to anchor engagement while offering a clear, measurable benefit to customers.
In an increasingly competitive digital auto retail market, the move reflects a broader strategy stand out not just on price or inventory, but on experience. By tying a celebratory moment to customer reward, Spinny is effectively turning a birthday tribute into a brand touchpoint.
Because sometimes, the best way to celebrate a legend is to give customers something to drive home literally.
