MAM
Grapes appoints Partha Sengupta as creative director
Mumbai: Integrated marketing agency Grapes has announced the appointment of Partha Sengupta as creative director. He will be based out of the agency’s Delhi office and will report to the chief operating officer and strategy head Shradha Agarwal.
In this role, Sengupta will be responsible for the agency’s creative output for brands. He will supervise the creative teams, assist in campaign conceptualisation, and will overlook art and creative teams, respectively.
Prior to this, Sengupta was associated with Wunderman Thompson as a senior creative director for more than three years. He has been instrumental in conceptualising campaigns of several brands.
“We are pleased to welcome Partha to the team. He comes with years of creative experience in the advertising fraternity and is a great asset to us as he holds impeccable expertise in conceptualising and executing creative ideas for brands,” said Shradha Agarwal. “I am confident that he will continue to be an amazing leader, he brings not just the experience but the kind of enthusiasm and passion he entails has inspired us. I am sure he will deliver astonishing work, and I could see an exciting time for the agency.”
In his 13 years of advertising experience, Sengupta has worked on brands like Coke, TATA, Pepsico, Reckitt Benckiser, Nestle, Aircel, Uninor, to name a few. After graduating from the National Institute Of Design, he had worked in agencies like McCann Worldgroup, Rediffusion DY&R, and J Walter & Thompson, Havas worldwide.
“Advertising gives me the scope to solve problems for brands through design, art, and creative strategy. I look forward to working with the teams and assisting them to deliver creative solutions for our clients,” said Partha Sengupta on his new role.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
