MAM
Grey creates Network18’s corporate campaign
MUMBAI: Grey Worldwide- Mumbai has created the new corporate campaign for Network18 titled ‘Red Tag‘. It has been directed by filmmaker Dibakar Banerjee.
Grey India national creative director Malvika Mehra said, “The task very simply was to introduce Network18 to the world and explain the role it plays in impacting people‘s lives. We wanted to create something for Network18 that ‘connects‘ with the consumer. We did this in a very simple way. We took an element from the Network18 logo itself – ‘the red tag‘ and had some fun with it.
“The brief was simple enough, but fitting all the pieces together in a script wasn‘t, believe me! We knew we wanted to be about omnipresence, we knew we had to be fresh, but above all we were sure we didn‘t want a stiff conventional, corporate approach,” Grey Mumbai senior ECD Rohit Malkani said.
“Rather than have Network18 do a little chest thumping exercise, it made more sense to have people discover for themselves how big they really are. And that was the genesis for the ‘red tag‘ game,” Mehra added.
The agency has used ‘BachkeRehna‘ track from Pukaar in an attempt to bring alive India and its people, whose lives Network 18 touches.
The film begins in a regular looking office where a man shakes his head incredulously as he announces that the ‘rupee is 56 to the dollar‘. Suddenly he finds a female colleague rushing towards him with a red sticky tag/note, which she slaps on to his chest. He is surprised at first then realises why she did that as he checks the CNBC moneycontrol page on his phone. To his surprise he now sees her surfing some deals on Homeshop 18.com. In a ‘counter move‘, he rushes to her with glee and slaps her back with a red tag.
And so it begins…a random, fun and exciting game where people across India tag each other with Red Tags each time they are touched by Network18. A young girl is tagged by her father because she pushes away her dinner plate after seeing a report on Anna, a boy is tagged by his friends after he lets out a volley of abuses at their neighbour, a grandmother is tagged by her granddaughter who spies her watching BalikaVadhu and dabbing her eyes etc. The film ends after a series of rapid tags with a voice over that highlights the penny drop moment. “If you were tagged for every way that we touched your life. This is what your world would look like. This is Network18. The life in your day.”
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
