MAM
Dentsu Communications names Vishal Nicholas as planning head
MUMBAI: Dentsu Communications has roped in Vishal Nicholas as senior vice president – head of planning.
Nicholas will report to Dentsu Communications CEO Simi Sabhaney and will be responsible for the planning output across all its offices.
Prior to this, Nicholas was Lowe Lintas, Bangalore VP – planning.
Dentsu Aegis Network chairman and CEO South Asia Ashish Bhasin said, “Dentsu Aegis Network has already entered its next phase of growth and we are ready to add muscle to our might by supplementing our existing strong team with the right kind of talent. Vishal comes on board with immense industry exposure and I am very glad to welcome him into the network.”
Sabhaney added, “The need of the hour is to devise interactive and engaging communication strategies that will create an impact on consumers… strategies that can weld together brand ambition and consumer needs. I believe Vishal Nicholas is a new age planner who is equipped to offer effective solutions in the changing communication landscape.”
Nicholas said, “I have always believed in the need for planning to not only be interesting but also useful. I look forward to continue practicing that philosophy with the solid team here as well as in collaboration with the other integrated offerings under the Dentsu Aegis Network.”
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
