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.
MAM
Spykar launches Ikemen denim line with Vidyut Jammwal
‘Stay Hip, Stay Loose’ campaign taps Gen Z shift to relaxed fits.
MUMBAI: Tight is out, loose is in and denim just got a whole lot more comfortable. Spykar has unveiled its latest denim fit, Ikemen, with a pan-India campaign fronted by Vidyut Jammwal, betting big on the growing appetite for relaxed, expressive silhouettes among younger consumers. The launch arrives as fashion cycles swing firmly back to 90s-inspired baggy fits, with Gen Z and Gen Alpha audiences increasingly favouring comfort-led, gender-neutral styles over restrictive tailoring. Spykar’s Ikemen positions itself squarely within this shift, offering a looser, more fluid silhouette designed to reflect evolving ideas of individuality and everyday wear.
At the centre of the rollout is the ‘Stay Hip, Stay Loose’ campaign, which leans into both cultural and stylistic cues. “Hip” signals a trend-aware, youth-driven mindset, while “Loose” underscores ease, movement and a more relaxed relationship with fashion, an idea that resonates with a generation less interested in fitting in and more focused on standing out on their own terms.
Jammwal’s presence adds a distinct edge to the campaign. Known for his agility and action-driven screen persona, he embodies the brand’s pitch of effortless confidence and unrestricted style positioning comfort not as a compromise, but as a statement.
Spykar’s CEO and Co-founder Sanjay Vakharia framed the launch as a response to a visible consumer shift. The move, he indicated, is not just about introducing a new fit, but about aligning with changing style codes where versatility, ease and self-expression take precedence over rigid fashion norms.
The campaign will roll out across multiple platforms, including digital films, social media storytelling and curated style edits, as the brand looks to push Ikemen into mainstream fashion conversations. With seasonal look guides, trend-led content and ongoing engagement, Spykar is aiming to turn a silhouette into a cultural signal.
In a market where denim has long been defined by slim and skinny fits, Ikemen marks a deliberate pivot, one that mirrors a broader industry recalibration. As wardrobes loosen up, brands are discovering that the real fit consumers are chasing is not just about size, but about freedom.
