MAM
Havas Media expands Mobext to Indonesia and Hong Kong
MUMBAI: Havas Media Asia Pacific‘s mobile marketing brand Mobext has further expanded in the region with the launch of operations in Indonesia and Hong Kong. The move comes after the launch of its Singapore and Malaysia offices earlier this month. With this, Mobext is now present in six markets in Asia including the Philippines and India.
The Indonesia office will be headed by Rahul Nambiar while Jason Kwong, the current head of Media Contacts Hong Kong, will be taking on the additional responsibilities as the head of Mobext in the region. Mobext Indonesia has already won mobile projects from brands like AXA Mandiri and Danone.
The group also announced the promotion of Arthur Policarpio to Mobext Asia head from Mobext Philippines CEO. Policarpio will lead the agency‘s efforts to build on the expertise and best practices in the area, drive integration with network agencies and grow the business.
Havas Media Asia Pacific CEO Vishnu Mohan said, “Mobile is one of the key disciplines that we have identified for growth and expansion. The growth in mobile and wireless devices has far outstripped the growth in personal computers. If you look at Asia Pacific, mobile has evolved beyond a touch point in consumer‘s life. In China and India, we are seeing exponential growth in mobile usage even in the tier 2 and tier 3 cities. Our ambition is to ride on this growth and deliver our world class mobile marketing offering to brands looking to expand in some of the biggest markets in the region.”
Policarpio said, “There is a lot of positive momentum at Mobext in Asia. We are very excited about the launch of Mobext in Indonesia and Hong Kong. The teams are looking forward to working closely with our current network of local clients in order to bring cutting edge mobile marketing that truly delivers outstanding business results.”
Currently present in 19 markets globally, Mobext offers a end-to-end, mobile marketing agency service to clients. The agency‘s offering includes messaging services like sms and download; mobile internet services like WAP consulting and development, mobile display, mobile search; proximity based services including LBS and mapping. The agency also offers integration through reporting and analytics by Havas Digital‘s campaign management platform.
MAM
Catch launches TVC for iodised pink rock salt push
DS Group expands beyond spices with campaign going live April 20
MUMBAI: A pinch of salt just got a personality and a prime-time slot to match. Catch Salt & Spices, part of the Dharampal Satyapal Group, has rolled out its first television campaign for Catch Premium Iodised Pink Rock Salt, signalling a clear step beyond its core spices and sprinklers play. Conceptualised by Dentsu Creative Webchutney, the campaign leans into a product-led narrative, aiming to build awareness in the relatively less-explored salt segment. The film goes live from April 20 across television and digital platforms, including social media and OTT, as the brand seeks scale and visibility.
Set in a neighbourhood play area, the TVC swaps hard selling for a slice-of-life moment. Two mothers chat while their children hover nearby until a young girl takes centre stage, confidently breaking down the origins and benefits of pink rock salt. The message lands softly but clearly: even everyday ingredients now come with a story.
The creative pivot reflects a broader shift in consumer behaviour. Salt, long treated as a commodity, is being reframed as a conscious choice part health cue, part lifestyle signal. By placing a child at the centre of the narrative, the film plays on the idea that awareness is no longer confined to adults; it’s trickling down, reshaping household decisions.
For DS Group, the campaign marks more than a product launch, it’s a category expansion. With Catch already established in spices, the move into salt positions the brand to tap into adjacent kitchen essentials, while reinforcing its long-standing thought that food is more than just fuel.
In a market where differentiation is often hard to sprinkle in, Catch is betting that storytelling and a dash of everyday relatability can do the heavy lifting.
