MAM
Eggfirst wins Maya Digital’s creative biz
MUMBAI: Mumbai-based advertising agency Eggfirst has been awarded Maya Digital‘s In-Studio (MIST) training programme creative mandate.
The campaign is scheduled to launch in a few weeks from now with a media mix that predominantly involves print and radio.
Maya Digital is an animation and VFX studio in India. The mandate requires the agency to drive the training programme‘s creative campaign.
According to a joint press statement from the brand and agency, Eggfirst‘s bull‘s-eye strategic solution clinched it for them. Eggfirst identified MIST‘s in-studio training that allows students to learn on the job, as a key selling point, converting it into the core communication strategy.
MIST studio ops head Aruna Kumar said, “There are several animation training institutes out there with good credentials and reputation. But what differentiates MIST is the opportunity to work on live projects of Maya Digital Studio. That‘s what gets students a true beginning into careers on live real work. And that‘s what Eggfirst was able to translate aptly into creative. Once the campaign is released shortly, you‘ll see then strategic accuracy in the creative.”
Eggfirst invested its energies in getting the core messaging right. Eggfirst VP Ashish Banka said, “We believe in paying more than just a lip service to do research well and arrive at the core insight. We realized that animation aspirants are looking at something more than just training; they are seeking a live experience. And there was the match between the expectation and the promise. It‘s a privilege working with a brand as reputable as Maya Digital Studio.”
MAM
MSM Unify appoints Rohit Kumar to lead India campus business
Ex CollegeDekho COO to drive partnerships, scale campus engagement in India.
MUMBAI: From classrooms to boardrooms, the campus playbook is getting a new chief architect. MSM Unify has appointed Rohit Kumar as founding member and president of its India Campus Business, signalling a sharper push into one of the world’s fastest-evolving higher education markets. In his new role, Kumar will oversee the company’s India business vertical, taking charge of institutional partnerships, campus engagement strategy and domestic growth. The mandate is clear: build scalable, technology-led models that connect Indian universities and colleges with global academic and career pathways, while staying grounded in local campus realities.
Kumar brings over 24 years of experience across telecom, IT services and education technology, an unusually broad mix that mirrors the convergence shaping modern education platforms. Most recently, as co-founder and COO of Collegedekho, he helped scale the business into a Rs 300 crore enterprise, delivering a 67 per cent CAGR over five years and building partnerships with more than 2,000 institutions nationwide.
That growth journey also saw the platform expand into adjacent verticals including learning, marketing services and overseas education, backed by multiple funding rounds from investors such as Girnarsoft, ADQ, ETS and Man Capital.
Earlier in his career, Kumar held senior roles at companies including Bharti Airtel, Reliance Communications, Sify Technologies, Indiatimes and Videocon, where his work spanned revenue growth, operational efficiency and market expansion across key regions including Maharashtra.
His appointment comes at a time when India’s higher education ecosystem is undergoing structural shifts driven by digitisation, global mobility and increasing demand for outcome-linked education. For MSM Unify, the opportunity lies in bridging domestic institutions with international pathways through a more integrated, tech-enabled approach.
As the race to own the student journey intensifies, Kumar’s task will be less about building from scratch and more about connecting the dots between campuses, careers and a rapidly globalising education economy.
