MAM
Craft Worldwide goes global, sets up 2 offices in India
MUMBAI: McCann Worldgroup has consolidated its production assets under a single business unit called Craft Worldwide and has launched it globally including India with offices in Mumbai and Delhi.
The agency with a client-centric operating model and an emphasis on the craft of execution will have a network of integrated production hubs in 23 markets, capable of producing every type of print, digital and video media available.
Apart from Mumbai and Delhi, Craft’s main offices are located in New York, London, Singapore, Toronto, Manchester, Paris, Milan, Oslo, Manila, Bucharest, Santiago, Budapest, Johannesburg, Sao Paulo, Tokyo, Shanghai, Sydney, Kuala Lumpur, Detroit, Bangkok, and Melbourne, with plans to expand further in 2013.
All Craft Worldwide offices are linked through an innovative technology platform, called the Craft Cloud.
“Success in global adaptation and production requires the dedication of true craftspeople who care deeply about their clients’ brands and who work tirelessly to drive maximum savings for our clients,” said Craft Worldwide CEO Fred Schuster. “We have assembled a team of the industry’s best, each with a rich and robust background in advertising, adaptation, design and production.”
Craft Worldwide currently offers clients capabilities in a number of key areas:
– A marketing operations consulting group that develops go-to-market models that yield maximum efficiency
– An adaptation design capability that extends the reach of existing tactics into new audience and communication segments, while maintaining brand consistency
– A world-class translation offering providing translation, transcreation and cultural consulting services
– Access to a distribution network that can deliver a final asset to literally anywhere in the world
– A technology platform that streamlines these capabilities and links them together through a cloud-based, highly secure interface
To deliver these capabilities, Craft currently employs more than 570 full-time employees and is already working for many of the world’s leading brand marketers, such as Coca-Cola, L’Oréal, Aldi, General Mills, and Microsoft XBox, as well as supporting the Commonwealth Agency.
With its global launch, Craft Worldwide becomes McCann Worldgroup‘s eighth major marketing solutions offering. “Craft is the perfect example of how we can leverage our talent, our global footprint and our ability to work quickly and cost-efficiently to drive our clients’ businesses forward,” said McCann Worldgroup Chairman & CEO Harris Diamond.
“One key differentiator for Craft is our ability to design bespoke operating models for our clients. These unique plans leverage our vast network of low-cost hubs and have proven success both in maintaining brand consistency and in driving maximum efficiency,” explained Craft Worldwide COO Quinn O’Brien.
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
