MAM
Battle of Bandhans: Brave New World’s latest campaign for Raksha Bandhan brings in nostalgia with a smile
MUMBAI: Every relationship has its ups and downs. But nothing beats the highs and lows of the sibling relationship. The latest campaign for Trends celebrates this realistic and very relatable aspect of this partnership.
Taking off from last year’s Raksha Bandhan campaign, the film captures those memorable fights that become the cornerstones of a shared childhood. It seeks to ignite nostalgia in the viewer and urges them to celebrate their favourite fights with their siblings on social media.
Sraman Majumdar, Senior Creative Director of Brave New World said, “Trends is a brand that appeals to a wide swathe of society. Raksha Bandhan, read sibling dynamics, was a great opportunity to connect with everyone on a personal note. The film is a snapshot of a universal emotion that we can all relate to and interpret through our own lives – whether in bratty humour, mischief, rivalry, peacemaking or just fond nostalgia.”
Brave New World, an integrated advertising agency in Bangalore, India, is the brain behind the campaign. In just a few years, the agency has turned Trends’ social media channels into engagement hotspots. Always pushing the boundaries of what topicality can mean and do for an audience. In just a few hours, the video is already seeing the brand’s engaged fanbase commenting with their stories and anecdotes, with no heed paid to word count; just another great example of the brand’s ability to build powerful campaigns around simple and relatable insights that appeal to all ends of the it’s audience spectrum.
Brands
Tech Mahindra names Jeetu Anandani VP & country head – enterprise & strategic accounts
Veteran tech leader to drive enterprise growth across Australia and New Zealand
MELBOURNE: Jeetu Anandani has stepped into a larger leadership role at Tech Mahindra, taking charge as vice president and country head for enterprise and strategic growth across Australia and New Zealand.
Based in Melbourne, Anandani will steer the company’s enterprise portfolio in the ANZ region, focusing on expanding business across high-growth sectors such as retail, energy and utilities, health insurance and logistics. The move signals Tech Mahindra’s intent to deepen its presence in one of the world’s most competitive enterprise technology markets.
In his new role, Anandani will lead growth initiatives, build strategic partnerships and strengthen relationships with key stakeholders across industries. His mandate also includes accelerating business development efforts in sectors such as manufacturing, travel and logistics while helping clients navigate digital transformation and AI-led change.
The promotion caps a steady rise within Tech Mahindra. Anandani most recently served as communications, media and entertainment head for BPS across the Asia Pacific and Japan region, where he worked on expanding enterprise deals and strategic partnerships. Before that, he held the role of account director, managing key client relationships and delivery programmes.
Prior to joining Tech Mahindra in 2020, Anandani spent nearly eight years at Telstra as country manager in Mumbai, overseeing operational growth and partnerships. His earlier career includes leadership stints at Tata Consultancy Services, Vodafone and JPMorgan Chase.
With more than two decades of experience across telecom, banking and IT services, Anandani now takes the helm of Tech Mahindra’s enterprise push in ANZ, a region where demand for AI, digital transformation and large-scale technology partnerships continues to gather pace.
