Brands
Audi, Saatchi & Saatchi India launch artful festive campaign
MUMBAI: This Diwali, Audi isn’t just lighting up the streets, it’s lighting up minds. In a sparkling collaboration with Saatchi & Saatchi India, the brand has rolled out ‘Journeys of Imagination’, a festive campaign that’s part road trip, part art show, and all heart.
Revving up Audi’s signature ‘Journey with Audi’ platform, the campaign celebrates the magic that happens when cutting-edge tech meets the warmth of Indian celebrations. The spotlight? Firmly on the sleek Audi q3 sportback, with star cameos from its luxe siblings, the q5 and q7, as they cruise through a Mumbai alive with festive fervour.
But this isn’t just another glossy car ad. It’s a joyride powered by creativity.
Enter AI artist Omkar Korade and renowned photographer Hashim Badani, two new-age creators who took the Audi Q3 on a journey through Mumbai’s glowing streets, capturing the soul of the city during its most spirited season. Think bustling lanes, swirling lights, and art that quite literally moves you.
Their work turns every stop into a stroke of genius, transforming everyday festive scenes into imaginative digital artworks, all while showcasing Audi as more than just a car. It’s a co-pilot on a canvas, a muse for modern makers, and a companion in every moment of celebration.
“Audi has always championed innovation,” said Saatchi & Saatchi India chief creative officer Kartik Smetacek. “And every new idea starts with a leap of imagination. So, for this year’s festive campaign, we collaborated with new-age creators Omkar Korade and Hashim Badani to reimagine how Mumbai celebrates the season. You will soon see their amazing AI art lighting up digital screens across the city.”
Audi India head of marketing and PR Gaurav Sinha added, “Festivals in India are full of imagination and emotion, and we wanted this campaign to reflect that spirit in a way that feels fresh and modern. ‘Celebrating Journeys of Imagination’ is our tribute to how creativity, culture, and innovation come together during this time of the year.”
And the strategy isn’t just about seasonal sparkle, Saatchi & Saatchi India executive director Atin Wahal pointed out that this partnership is built for the long road, “Our partnership with Audi is built on a shared vision of innovation and progress. It is focused on helping the brand connect meaningfully with audiences and drive creativity in the automotive space.”
Brands
Devyani International Ltd plans three-subsidiary merger to streamline operations
QSR operator moves to streamline structure and unlock operational synergies
Devyani International is tightening its corporate kitchen. The quick-service restaurant operator has approved a scheme to merge three subsidiaries—Sky Gate Hospitality, Blackvelvet Hospitality and Say Chefs Eatery—into the parent company in a bid to simplify its structure and sharpen operational efficiency.
The decision was cleared at a board meeting on March 10 and disclosed in a regulatory filing to the stock exchanges. The merger will take effect from April 1, 2025, subject to statutory approvals.
All three transferor companies are direct or indirect wholly owned subsidiaries, meaning no fresh shares will be issued and the shareholding pattern of Devyani International will remain unchanged once the scheme is completed.
The subsidiaries together operate more than 100 outlets—including dine-in restaurants and cloud kitchens, spread across over 40 cities such as Delhi NCR, Mumbai, Kolkata and Bengaluru.
Devyani International, the largest franchisee of Yum Brands in India, said the consolidation is aimed at generating operational synergies, optimising resource utilisation and reducing layers within the corporate structure.
Financially, the move brings together businesses of varying scale. As of March 31, 2025, Devyani International reported a net worth of Rs 10,381.02 million and turnover of Rs 33,493.33 million. Sky Gate Hospitality posted a net worth of Rs 761.14 million with turnover of Rs 2,657.57 million, while Blackvelvet Hospitality and Say Chefs Eatery reported smaller operations and negative net worth.
The merger will consolidate these operations under a single corporate umbrella as the company sharpens its focus on scale and efficiency.
Devyani International currently runs more than 2,000 outlets across over 280 cities in India, Nigeria, Nepal and Thailand. Its portfolio includes franchise rights for brands such as Pizza Hut, KFC, Costa Coffee, Tea Live, New York Fries and Sanook Kitchen, alongside its own food brands.
With the paperwork underway and approvals pending, Devyani is essentially clearing the corporate clutter—turning three subsidiaries into one tighter, leaner operation. In the QSR world, even the back office needs a spring clean.
