MAM
Deepika Padukone’s 82°E unveils ‘Feels like home’ campaign
Mumbai: Deepika Padukone’s self-care brand, 82°E, has unveiled its inaugural campaign film, “Feels Like Home,” celebrating the joy of practising simple acts of self-care.
The film brings to life the ethos of 82°E in a visual collage where self-care meets skincare. The visuals capture women practising everyday self-care rituals while also caring for their skin. Real, unfiltered voices of women tell us how these rituals are simple, joyful, and feel like home.
The 60-second brand film can be viewed on 82°E’s social media channels: Instagram, Facebook, and Youtube.
The campaign slogan, “Feels like home,” encapsulates the sentiment and emotion associated with self-care while also building a connection with the brand’s name. Inspired by the standard meridian that passes through India, 82°E brings out the geographical aspect of home while the creative interpretation brings to life the feeling of it.
An extension of Padukone’s beliefs, 82°E supports a holistic approach to self-care. The brand is on a mission to inspire its audience to connect with their truest, most authentic selves through joyful and effective self-care practices.
Commenting on the campaign film, Padukone said, “Practicing simple acts of self-care consistently helps me stay grounded and enables me to feel my most centred. With 82°E, the hope is to inspire us all to prioritise our well-being by practising acts of self care that are simple, joyful, effective, and evoke the feeling of ‘home.’ Through our inaugural campaign, “Feels like home,” we bring to life the geographical aspect of home, as also captured in our brand name, alongside the creative interpretation of the emotion, all while staying true to the product promise.”
Spring Marketing Capital founder and creative partner Arun Iyer said, “It has been a privilege to bring alive the world of 82°E. From the beginning, this project pushed us to dream and break the traditions of perfection in the category. Each product, although simple, is exquisite, rooted in Indian ethos with a global outlook. We had to bring the brand to life with the same level of craftsmanship. Our campaign thought, “Feels like home,” is brought to life via authentic, unfiltered voices while building a solid connection with the brand name.”
IDEO executive director for global beauty Heather Boesch said, “It has been a joy to serve as a global strategic partner for 82°E since its inception. The brand is genuinely committed to elevating self-care as part of overall well-being. And while it is born in India, 82°E is for the world, and we have worked side by side with its co-founders and partners to ensure that every facet of the brand, from its products to its messaging to its aesthetics, reflects the brand’s core philosophy: rooted in India and global in its outlook and appeal. We can’t wait for the whole world to fall in love with 82°E.”
MAM
Omnicom Advertising appoints Rohan Mehta as Chief Transformation Officer
Veteran digital leader to unify capabilities across Kinnect, BBDO, TBWA\Lintas, McCann and Mudra.
MUMBAI: Rohan Mehta is about to transform the way Omnicom Advertising works – because when you’ve already turned a three-person startup into a 600-strong powerhouse, scaling an entire creative network is the next logical campaign. Omnicom Advertising has appointed Rohan Mehta as chief transformation officer, effective January 2026. In this pivotal group-level role, he will shape the capability architecture for one of India’s most influential creative collectives, integrating the strengths of Kinnect, BBDO, 22Feet Tribal, TBWA\Lintas, McCann, Ulka, and Mudra.
Mehta’s mandate is to convert individual agency excellence into a scalable, plug-and-play deployment model. This will make high-impact capabilities in Digital Media, Influencer Marketing, CRM, and emerging technologies easily accessible across the entire Omnicom network in India.
With a distinguished 17-year career in the digital and technology sectors, Mehta brings deep expertise to the role. He joins after a highly successful tenure as Founder and CEO of Kinnect (later FCB Kinnect), where he grew a bootstrapped three-person startup into a 600-strong, multi-award-winning agency. Earlier in his career, he honed his foundational skills in global IT infrastructure and service delivery at Allied Digital.
Mehta seamlessly blends technical rigour with creative innovation, making him ideally suited to lead Omnicom Advertising’s strategic transformation.
From building a digital agency from scratch to now unifying some of India’s biggest creative powerhouses, Rohan Mehta’s journey has been anything but ordinary. As he steps into this new role, he carries the rare ability to turn complex capabilities into simple, powerful solutions – exactly what a transforming advertising group needs in today’s fast-evolving market.
In an industry where change is the only constant, Omnicom has clearly decided it’s time to bring in a leader who doesn’t just adapt to transformation – he architects it.
