AD Agencies
Delhi Airport & 22feet Tribal Worldwide take homebound travellers on virtual tour with #DELnavigate
NEW DELHI: Delhi Airport joined hands with 22feet Tribal Worldwide, part of the DDB Mudra Group, to launch an innovative Instagram campaign #DELnavigate. The initiative enables people to experience India virtually while being safe at home.
The ongoing pandemic has forced travel enthusiasts to stay indoors and has potentially derailed plans for travel this year. Delhi Airport spotted an opportunity to offer a unique experience through #DELnavigate, to lift the spirits of people experiencing wanderlust by allowing them to explore picturesque locations from their phones.
Delhi Airport’s reconnection to a host of domestic destinations is seen through a virtual network of destinations on Instagram. Four zone accounts – @DELtoNorth, @DELtoEast, @DELtoSouth & @DELtoWest – connects to four more destination accounts each. These are connected via tags through Instagram highlight stories. Users can seamlessly engage with multiple story highlights that showcase popular picturesque destinations in the country.
22feet Tribal WW national creative director -Debashish Ghosh said, “In today’s time with respect to the Covid-19 scenario, the role of social media for the consumers has become even more important than it was ever before. With #DELNavigate we wanted to showcase that even a little bit of interactivity allows the user to engage with the brand in a more meaningful way. As the enabler of travel, Delhi Airport understands what effect the lack of leisure travel has on our consumers. This activity was a way to let them experience a bunch of exotic destinations they have visited, or want to visit, vicariously.”
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AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
