MAM
Harsha Razdan onboarded as dentsu CEO South Asia
Mumbai: Dentsu Asia Pacific has appointed Harsha Razdan as dentsu CEO South Asia effective 1 May. He will be based in Mumbai, and will report to dentsu CEO APAC Rob Gilby.
Razdan will be responsible for leading nearly 4,000 talented people across South Asia, uniting teams around dentsu’s vision to be at the forefront of people-centered transformations that shape society. He will work with leaders to bring this long-term vision to life while building upon dentsu’s strong reputation of creativity and innovation and delivering excellence for clients.
Razdan is a well-known and respected leader with over 25 years of experience, having worked across large, global FMCG organisations PepsiCo and Unilever, and consulting practices including Accenture where he spent four years in the UK. In all his roles he has consistently delivered growth and excellence for his clients. He joins dentsu from KPMG where he is a senior partner, responsible for overseeing both clients & markets and consumer markets, life sciences & internet business. He also sits on the advisory leadership team as well as the global consumer & retail leadership team.
“India has been through the most profound and impressive digital transformation and the future of the digital economy is bright; with new opportunities being generated by the advent of 5G, proliferation of affordable devices, and the development of a new economy accessible to all,” said Gilby. “Razdan is an exceptional leader with a deep strategic understanding of the competitive landscape. His background in brand building, overlayed with deep knowledge of tech-driven transformation brings formidable cross-capability expertise and will drive growth opportunities in creating a new value ecosystem for clients with consumers at the centre.”
Razdan commented on his appointment, “It is a very exciting time to be leading an agency network in India, especially with the significant progress we are seeing in the digital development of our market and what that means for brands. India is leap-frogging other markets in its adoption and development of new technologies, and it’s critical that agencies are capitalising on new opportunities for brands to speak to new consumers. I can’t wait to get started.”
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
