MAM
Eleven Brandworks beefs up senior creative team
MUMBAI: Advertising agency Eleven Brandworks is beefing up its creative team and has appointed Kapil Batra, Abhishek Dey and Subrato Mehta as senior creative directors.
Sambit Mishra, who is currently senior creative director (copy) at the agency’s Delhi office, will be moving to Mumbai and partner Dey. Batra will be working closely with senior creative director (art) Aneesh Jaisinghani at the Delhi office.
Batra comes in from McCann Delhi where he worked for five years and held the post of creative director when he left. He has worked with Contract and Publicis during his decade long career and has experience of working with brands like Perfetti portfolio (Chlor-mint, Big Babol, Happydent & Alpenliebe), General Motors, Greenlam Laminates, yatra.com and Usha Fans.
Mehta’s previous stint was with Dentsu where he worked for four years. He has experience in the field spanning 22 years during which he has been associated with brands like Canon, Honda, J&J, ICICI, Reid and Taylor, SAB TV, Kinetic, HDFC and Manchester United Café and agencies like Ogilvy & Mather, Lintas, JWT and Triton.
Dey has been in the business for 11 years now and his latest assignment was with Lowe Lintas Mumbai. A commercial arts graduate, he has worked with agencies like Rediffusion DY&R, McCann Eriksson and Publicis. During this time, Dey has worked on brands across categories like Tata Tea, ICICI Prudential, Bajaj Motors and Lifebuoy.
Eleven Brandworks founder director Prateek Bhardwaj said, “Adding depth to the talent pool has been a priority for us. These additions are another step towards building a robust creative organization.”
Independent agencies are looking at expanding their talent pool. “Increasingly clients‘ businesses are moving faster and getting more demanding. There is a shift in preference to independent agencies, as they are fleet footed and create fresh work. Our new creative talent will help create a dynamic creative pool to manage and acquire exciting businesses,” Eleven Brandworks COO Sampada Chaudhari said.
Providing a flexible structure is a source of attraction. Eleven Brandworks partner Vivek Suchanti said, “The independents have been able to attract some very good talent, with open structures, great work environment and partnership/ownership models (more like the consulting firms). They have become true brand custodians taking on the onus of performance of their work.”
So what brings the new recruits to a smaller agency? “The move to Eleven is an exciting challenge. With the freedom the small set-up offers comes the responsibility of winning and managing substantially sized businesses while producing outstanding creative products,” Batra said.
Mehta added, “Smaller set-ups are bringing like-minded people together and offering greater freedom of thought as well as a relief from mundane systems.”
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
