MAM
Bata decides to walk with DDB Mudra
MUMBAI: Footwear retailer Bata has appointed DDB Mudra Delhi as its integrated marketing and communications agency to shoulder marketing communication responsibilities starting December.
The agency will be responsible for strengthening the Bata brand and highlighting its contemporary and youthful product range. The Delhi branch of the agency will be in charge of the account.
Bata India plans to maintain an aggressive momentum on retail expansion, having added 168 new stores so far this year and will be launching new styles for the entire family.
Group Managing Director Bata India Limited Rajeev Gopalakrishnan said, “DDB Mudra’s robust experience in media, OOH, retail and experiential lifestyle retail has positioned them as our preferred choice. Their understanding of our brand integrated seamlessly with our foreseeable plans. Given the complexities of the retail marketplace and our diverse portfolio of products, it was crucial to select a creative and passionate team to partner Bata in our growth endeavour.”
DDB Mudra Group group CEO and managing director Madhukar Kamath said, “I am elated about this new win for DDB Mudra Delhi. Bata, is one of the oldest and most respected brands in India and represents a very special addition to our list of clients. I am confident that our team in Delhi, consisting of Vandana Das, Talha Mohsin, Mahesh Parab, Xavi Bech and Radhika Das will do an excellent job partnering and building brand Bata.”
DDB Mudra Group president Vandana Das said, “Bata is one brand we all have grown up with. Needless to say that it’s a prestigious business and it delights us even more to win it particularly at a time when the brand is going through an evolution. There are a host of new offerings planned for the year ahead and we are all geared up and excited.”
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
