MAM
FoxyMoron is now in Delhi
MUMBAI: Digital marketing firm FoxyMoron is growing by leaps and bounds as it announced the geographical expansion of its business in the national capital.
Starting with a team of eight to ten people, the Delhi division will be headed by business head Akshay Gurnani, an export from the Mumbai office.
The five year old agency already services clients like McVities in Delhi and is looking at partnering a couple more over the next month or so.
“A major chunk of the out of Mumbai enquiries we get are from Delhi and so it just made sense to start an office there. Also, in a 
dynamic medium like digital, it is necessary to be present in the city as well. Since Delhi and Mumbai are our core business centres, we decided to we needed to fly to the capital,” explains FoxyMoron director – business development and innovations Pratik Gupta.
Another reason for expanding geographically is to be able to handle competitor brands since the two teams (Mumbai and Delhi) will be working on separate projects.
It‘s actually a kind of double whammy for the fast growing digital agency as it has moved into a new bigger office in Mumbai as well.
So will we be seeing a lot of FoxyMoron offices sprouting across the country? “While we do service clients from all over India (Fosters in Bengaluru and ITC in Kolkata for instance), we intend to manage and service these clients from our hubs in Delhi and Mumbai. We would however like to grow our business offerings over the next 18 months and provides a wider plethora of services to our clients,” informs Gupta.
Some of the verticals that the agency aims to explore over the next year and a half include production (since audio visual is becoming popular in the Indian digital space), activations in the digital medium and online PR.
Considering the rapid spate of digital agency acquisitions that are taking place, one cannot help wonder if FoxyMoron is on the anvil“ for any such merger. While the agency has been approached by quite a few agency networks, it is yet to find the perfect match. “Let‘s just say we are at a stage where we have nothing to lose and are enjoying our stint. If someone comes along and makes an offer that lucrative and acceptable to our sensibilities, we might take it up. Till then, we‘re flying solo and loving it!” says a confident Gupta.
Brands
Beyond Appliances’s latest campaign takes the duct out of India’s chimney debate
New campaign pitches ductless chimneys as lifestyle upgrades, not renovations
BENGALURU: Beyond Appliances has launched a new advertising campaign aimed at dismantling one of the most stubborn barriers in India’s kitchen appliance market: chimney installation.
Titled Engineered to delight, the campaign shifts the category conversation away from suction power and steel bulk towards convenience, flexibility and design. At its centre is the company’s plug-and-play chimney, which it bills as India’s first ductless solution designed to work straight out of the box.
Chimney adoption in India has long been hampered by invasive installation. Conventional models require ducting, core cutting and irreversible structural changes: an ordeal that can stretch across days and often clashes with modular kitchens, premium interiors and open-plan layouts. The result has been hesitation, delay or outright avoidance, despite growing demand for cleaner cooking environments.
Beyond Appliances is positioning its ductless chimney as a direct fix to that friction. The product eliminates the need for ducting and professional installation while promising high suction, low noise and a contemporary profile suited to modern homes. By removing what it sees as the category’s biggest pain point, the company wants to turn chimneys from renovation commitments into plug-in lifestyle upgrades.
The new ad film brings this idea to life through a slice-of-life setup. Set at a house party in an open kitchen, a guest notices a sleek chimney, but no duct. She searches cabinets and corners, puzzled. The reveal is simple and deliberate: there is no duct to find. The humour does the heavy lifting, allowing the product’s proposition to land without technical jargon.
“For too long, Indian consumers have been told that inconvenience is the price of upgrading their kitchens,” said Beyond Appliances founder and CEO Eshwar K Vikas. “We believe technology should adapt to people, not the other way around. This campaign is about setting a new standard where performance, design and ease coexist.”
Founded in 2024, the Bengaluru-based company sees itself as part of a broader shift towards smart, intuitive kitchens, where appliances are modular, reversible and ready to use, rather than structural decisions locked in for decades.
