MAM
BMB India bags creative biz of Hamilton’s Treo & Milton
MUMBAI: BMB India, a 50:50 JV between Trevor Beattie‘s BMB and Madison World, has won the creative duties of Hamilton‘s two brands – Treo Glassware and Milton Thermoware.
This win comes hot on the heels of the recent account win of Leapfrog Holidays.
Work for the two brands starts immediately since both the brands become active during the festive season.
BMB India CEO Prabha Prabhu said, “We pitched for 1, but won 2 brands of Hamilton Houseware, Milton and Treo. Milton was one of our clients earlier. We used to handle this account in the late 90’s. In June when I had the creative team in place with Raj Nair as my creative head, I decided to contact our old client Hamilton. We made a strategy and creative presentation for the brand Treo Glassware. The work was truly BMB quality – very edgy. And hence it was no surprise to me that we won not just Treo Glassware but also the Milton Thermoware brand. I am glad to be associated with Milton once again.”
Brands
Google secures AP discom licence to power $15bn Vizag AI hub
First-of-its-kind move gives tech giant grid control for massive 1GW campus
VISAKHAPATNAM: Google has secured a rare electricity distribution company licence in Andhra Pradesh, marking a decisive shift from being just a power consumer to becoming a power distributor for its upcoming mega data centre hub in Visakhapatnam.
The move effectively rewrites the rulebook for hyperscalers in India. Instead of relying on state utilities, Google will be able to procure electricity directly from generators, including its own renewable sources. This not only cuts out intermediaries but also gives the company tighter control over supply, reliability and long-term costs.
For a business where electricity can account for up to 60 per cent of operating expenses, the economics are hard to ignore. Even more critical is uptime. Data centres demand near-perfect reliability, and owning the distribution layer allows Google to manage outages and load balancing with far greater precision.
At the heart of the plan is a sprawling 1-gigawatt data centre ecosystem spread across more than 600 acres in three locations near Vizag. With an estimated investment of $15 billion over five years, the project is set to become India’s largest single foreign direct investment and Google’s biggest AI-focused facility outside the United States.
The campus is being designed with artificial intelligence workloads in mind, housing the company’s custom tensor processing units to power services such as Gemini, Search and Google Cloud. In scale, the planned capacity is comparable to powering a small city.
Google is not building alone. It has partnered with Adani Infrastructure to develop the physical campuses, while Bharti Airtel will set up an international subsea cable landing station. This connectivity backbone is expected to link the hub directly to a dozen countries, ensuring low latency for global data traffic.
Vizag’s coastal location plays a key role in that strategy. It enables direct access to subsea cables and provides the large volumes of water needed for cooling data centre operations. Equally important is policy backing from the Government of Andhra Pradesh, which fast-tracked approvals and granted the uncommon discom licence to anchor the investment.
Groundbreaking is scheduled for April 28, 2026, with phased commissioning expected to begin by July 2028.
The broader signal is clear. As AI workloads surge, hyperscalers are no longer content plugging into existing infrastructure. They are beginning to build and control it. In Vizag, Google is not just setting up a data centre, it is wiring up its own future.
