AD Agencies
Happy Finish created India’s first automotive virtual drive for Tata Motors
MUMBAI: Happy Finish, a global creative production studio and agency offering immersive content experiences for leading brands, advertising agencies and photographers, has successfully delivered the last phase of cross platform media assets to support an ambitious campaign for Indian automotive brand, Tata Motors.
In 2015, Tata Motors signed up Lionel Messi as its global brand ambassador and rolled out the successful #madeofgreat campaign across India. Happy Finish India brought #fantastico campaign to life for Tata Motors, by creating India’s first virtual drive experience for the Tiago car launch, including an array of cross platform media campaign assets.
In supporting this bold campaign, the assets created by Happy Finish would reach an audience of millions through Tata Motors’ mass distribution of 2.3 million branded Google Cardboards, digital campaign and print ads in The Times of India, across the highly potential automotive markets of Mumbai, Delhi/NCR and Bengaluru.
Tata Motors marketing communications and services head Delna Avari commented, “The challenge was how do we bring alive the test drive experience of a car which is yet to be launched. We felt that creating a VR experience would be the best idea and were delighted to partner with Happy Finish to introduce India’s first live action virtual drive experience. The reach has been phenomenal with great ROI and has been appreciated as one of the most innovative idea from Tata Motors for consumer experience.”
Happy Finish APAC CEO Ashish Limaye commented, “We had a keen focus on the distribution channel for all of the cross platform media assets, and created a VR solution which enabled Tata Motors to leverage the power of mobile, producing engaging content via an easy to use app, available on both Android and iOS.
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
