AD Agencies
Hashtag Orange expands operations in Mumbai
MUMBAI: With the vision of offering the best and most relevant ‘insight’ driven digital solutions in India, Hashtag Orange – insights-driven digital solutions agency, today announced its business expansion in Mumbai. Headquartered out of Delhi – NCR, the firm has witnessed exponential growth in the last couple of years of its operations and has successfully accumulated a portfolio of impressive clientele.
As part of its market strategy, Hashtag Orange has expanded in Mumbai to cater to its existing as well as potential clientele based out of the financial capital of the country. The Mumbai office would have full-service capabilities of the firm including performance marketing and will work closely with the headquarters for insight-driven digital offerings of the agency.
Speaking on the expansion, Hashtag Orange co-founder Saurabh Kapoor said, “As we continue to expand our business offerings and digital solutions portfolio, market expansion becomes a crucial part of our growth strategy. Mumbai is the financial hub of the country and our presence in the market would be instrumental in the success story of our firm.”
Hashtag Orange co-founder Mukesh Vij said, “Mumbai will be an exciting chapter in our journey here in India and our presence in the market will significantly boost Hashtag Orange’s Y-o-Y growth rate. Mumbai has huge potential, both in terms of business growth and available talent pool and will be a defining milestone for the firm’s future.”
With Mumbai being operational, Hashtag Orange now has an overall talent pool of more than 45 employees across specialized verticals such as social media strategy/ content, paid media – Facebook/ Google, SEO, SEM, Influencer strategy & execution, development and maintenance of digital assets among others.
In a short span of just over a year, Hashtag Orange has successfully managed to venture into various categories including Fashion, Beauty, Online Gaming, Food to name a few and is aggressively foraying into newer spaces in the market.
AD Agencies
WPP appoints Hephzibah Pathak CEO of WPP Creative India
Ogilvy India chair takes charge of unified creative model in key market
NEW DELHI: WPP has appointed Hephzibah Pathak as chief executive officer of WPP Creative India, putting a local leader at the helm of its newly created creative operating model in one of its most important growth markets.
The move brings clarity to how WPP’s global restructuring will play out in India, weeks after the group unveiled WPP Creative as part of its Elevate28 strategy. The unit sits alongside WPP Media, WPP Production and WPP Enterprise Solutions, and is designed to simplify what the company previously described as an overly complex structure.
Pathak, who continues as executive chairperson of Ogilvy India, will represent all agencies under the WPP Creative umbrella in India. Her role centres on driving integration across brands, expanding capabilities and ensuring clients can tap into the network’s full talent pool without friction.
WPP said Pathak will work closely with agency brand CEOs to “enhance integration, expand capabilities, and ensure seamless client access”, while maintaining the distinct identities of its agencies.
The portfolio under WPP Creative includes leading networks such as VML, Landor, AKQA and Grey, along with Burson and its affiliated firms. Leaders across these agencies will now report into Pathak, even as each brand continues to operate independently within a unified system.
The appointment also formalises a dual-track strategy in India, preserving agency identities while accelerating collaboration. Pathak is expected to work closely with media leadership to align creative and media capabilities, reflecting growing client demand for integrated, multi-market solutions.
WPP Creative global CEO Jon Cook has described the unit as “not an agency” but an operating system that helps creative, design and PR brands work together more effectively. The group has been clear that it is not merging or phasing out legacy agency brands, instead aiming to reduce complexity on the client side.
Pathak brings nearly three decades of experience within the network, having joined in 1997 and held roles ranging from Mumbai office head to chief client officer. She made history in 2024 as the first woman to lead Ogilvy India in its 95-year presence in the country.
Her expanded mandate positions India at the centre of WPP’s Asia-Pacific strategy, with a focus on strengthening brand presence, deepening client relationships and unlocking growth in a fast-evolving market.
The appointment signals WPP’s intent to move beyond the traditional holding company model towards a more integrated, AI-enabled structure. With Pathak now steering WPP Creative India, the group appears set to test whether simpler structures can indeed deliver sharper creative outcomes.
