MAM
Cannes Lions: DDB Mudra helps India get its second Gold
MUMBAI: India got its second gold at the Cannes Lions 2012, DDB Mudra Group being the winner in the Design Lions category for its work on The Hinglish Project for the Ministry of Tourism’s Incredible India initiative.
The entry scored a double whammy as it took home a bronze as well.
As part of the Hinglish Project, the agency developed a typeface that would make Hindi less intimidating and more approachable and friendly so that tourists to the country find it easier to read road signs.
The fusion-font design allows the reader to discern the phonetic sound of a Hindi character by looking at the corresponding English alphabet superimposed on it. This helped Incredible India create a typeface for foreigners to familiarise themselves with the native language.
Great work from Germany won the Grand Prix in this category. This proved that a dull subject like an annual report can also be designed interestingly. Agency Service Plan, Munich designed the colourless annual report for Austria Solar, using the innovative photo chromatic colour technology to print it. This, in effect, meant that the annual report could be read only in the sunlight.
A total of eight entries from India made it to the Design Lions shortlist of which six were from DDB Mudra Group. The other two agencies shortlisted were BBDO India and TBWA India.
Compared to last year, this edition’s performance may be called bleak as India won five metals in the category in 2011.
MAM
Deep Chhabria steps up to APAC creative lead at Netflix
Veteran marketer expands role from India+SEA to oversee creative across Asia-Pacific after four-plus years at streamer.
MUMBAI: Deep Chhabria is levelling up at Netflix proving that when it comes to creative partnerships, he’s got the whole binge-watching region on speed dial. The streaming giant has elevated Chhabria to APAC creative lead, expanding his remit beyond his previous focus on India, South East Asia, Taiwan, and Hong Kong. Having clocked over four years with Netflix, he’s been the mastermind behind some of the platform’s most talked-about brand tie-ups in the region.
Standout collaborations under his watch include the Stranger Things 5 x Instamart mash-up, the cheeky Ba***ds of Bollywood activations with Boat and Airtel, Squid Game 2 hook-ups featuring Knorr, 5 Star, and Swiggy, plus the 4700 BC x Netflix play. He’s also driven key distribution deals like Netflix on Vi and Airtel Prepaid, blending content buzz with real-world accessibility.
With roughly 14 years in the game, Chhabria’s CV boasts stints at top agencies such as BBH India, Ogilvy & Mather, and Saatchi & Saatchi honing the craft that makes ads feel less like sales pitches and more like must-watch episodes.
Outside the office, he’s no stranger to the spotlight, a tutor at Miami Ad School in Mumbai, where his students have scooped gongs at Portfolio Nights, The One Show, and D&AD. Oh, and he’s a stand-up comedian who’s notched over 500 gigs across India and the US, even landing spots on Comedy Central India because apparently juggling global campaigns and killer punchlines is just another day at the desk.
The promotion underscores Netflix’s push to keep its APAC creative edge sharp amid fierce competition in the streaming wars. For Chhabria, it’s less a step up and more a wider canvas ready to script the next chapter of binge-worthy marketing magic across the region.
