AD Agencies
First Partners wins communications mandate for Games24x7
Mumbai: First Partners has won the communications mandate for Games24x7. First Partners will be responsible for managing the brand reputation for Games24x7.
Founded by New York University trained economists Bhavin Pandya and Trivikraman Thampy in 2006, Games24x7 is one of the fastest-growing online gaming companies in India with more than a hundred million users. Backed by marquee investors like Tiger Global, The Raine Group, and Malabar Investment, the company specializes in using behavioural science, technology, and artificial intelligence to provide a best-in-class playing experience across all its platforms.
Speaking on the partnership, Games24x7 director communication Neha Singhvi said, “The online skill-gaming sector has witnessed an upward trend in the last few years and as the pioneers in the industry, we were looking for a communications partner who can provide a fresh and innovative approach for powerful storytelling.”
“We look forward to collaborating with the dynamic communication team at First Partners and using their domain knowledge & expertise in developing strategic campaigns that stand out before relevant industry stakeholders,” she added.
Atul Ahluwalia, Founding Partner, First Partners, said, “We are excited to partner with Games24x7 in shaping the emerging category of skill based digital games in India. This sunrise sector needs a holistic mix of expertise in reputation management, business outcome communication, and advocacy to get its due which our team at First Partners finds stimulating.”
AD Agencies
The smell that told Mumbaikars which station was next
Tata AIA turns Mumbai’s Parle-G memory into a sharp, city-wise outdoor play
MUMBAI: When a biscuit factory became Mumbai’s unofficial station announcement. Long before smartphone maps and automated announcements, commuters on Mumbai’s Western line relied on their noses. As trains rolled into Vile Parle, compartments filled with the warm, sweet smell of baking biscuits from the Parle-G factory. It was a cue to gather bags, wake dozing children and shuffle towards the door.
Now that memory has been pressed into service by Tata AIA Life Insurance as part of its 25-year anniversary outdoor campaign — a city-by-city salute to the lived moments that shape urban life.
One hoarding, mounted close to the old factory site, reads: “We have been protecting Mumbaikars since Vile Parle smelled of freshly made biscuits.” Spare. Local. Loaded.
The broader campaign, rolled out across major metros, leans hard into contextual storytelling. In Kolkata, it nods to trams. In Pune, to Magarpatta’s transformation. In Bengaluru, to a time before IT parks. In Chennai, to OMR before it led to tech corridors. Each line anchors the brand’s longevity to a shared civic memory.
The Mumbai execution is the most evocative. For decades, the Parle-G factory was more than a production unit. It was a sensory landmark. Residents nearby set their clocks by the factory horn. Office-goers marked their commute by the waft of glucose and flour. When the plant shut, the city lost more than jobs. It lost a rhythm.
By placing the hoarding beside the former factory, the insurer collapses distance between copy and context. The site does half the storytelling. The rest comes from commuters who remember opening steel tiffins packed with Parle-G, or jolting awake as the train slowed.
It is a neat piece of brand positioning. Rather than trumpet balance sheets or policy counts, Tata AIA borrows emotional equity from the city itself. Twenty-five years becomes less a milestone and more a presence — steady, local, embedded.
Outdoor advertising is often a blunt instrument. This one is anything but. It whispers. It remembers. And in doing so, it sells trust without sounding like it is selling at all.
The scent may have faded. The memory has not.
