MAM
GolinOpinion appoints Asheesh Malhotra as ED
MUMBAI: Asheesh Malhotra has parted ways with advertising to pursue a career shift. He leaves his role as president at Bates CHI & Partners to join GolinOpinion, the PR division of PointNine Lintas, as the executive director. This marks a significant shift for Malhotra, who’s spent his entire career in creative agencies, as he ventures into the landscape of PR. At GolinOpinion, he will lead the strategic planning function and oversee the agency’s social media centre-of-excellence, the Bridge.
PointNine Lintas CEO Vikas Mehta said: “Convergence of marketing disciplines is here to stay. An omni-channel marketing plan today is incomplete without elements like advocacy and conversations. To stay relevant, PR firms need brand practitioners in addition to PR experts. Asheesh has built blue-chip brands while working with India’s two most respected agencies, Lowe Lintas and Ogilvy. We’re delighted to have him back in the Lintas family and look forward to his contribution in further strengthening PointNine Lintas’ PR service-stack.”
Asheesh joins GolinOpinion from the Ogilvy group where he was the president, Bates CHI&Partners heading its Mumbai and Delhi offices. He was earlier a unit head looking after a large Unilever portfolio as well heading a global hub for Castrol and BP at Ogilvy. A new business junkie, he was also leading the growth agenda for Bates. Prior to that, he spent fruitful eight years in the Mumbai office of Lowe Lintas, leading the ICICI Prudential and J&J businesses.
As the executive director, Malhotra will report to Ameer Ismail – GoinOpinion president & PointNine Lintas chief growth officer. Ismail said, “A senior professional, strategist and well-respected leader who has worn many hats in advertising is going to lead this audacious vision.”
Malhotra said, “Credibility of brands, people and institutions is being challenged every day. In this thin-skinned world, PR holds a huge responsibility of being both, a shield and the statesman that shapes conversations, communities and culture.”
Responsible for a national mandate, Malhotra has joined GolinOpinion with immediate effect and will be based out of Mumbai.
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
