Brands
HDFC ERGO’s launches unique on-ground activation
MUMBAI: HDFC ERGO General Insurance, India’s 4th largest private sector general insurance company, recently executed an innovative multiplex campaign which was a mix of online & on-ground activation at PVR Cinemas. The campaign was focused on HDFC ERGO’s Motor Insurance policy which can be bought or renewed through the company’s mobile website anytime, anywhere.
This unique activation was executed during the opening weekend of Amir Khan starer blockbuster – Dhoom 3 screening at PVR Cinemas. The concept saw a person from the audience surprisingly walking into the big screen and coming back to his seat enjoying the movie with other audience.
Storyboard:
On the onset of the ad, a host on big screen reads out a car number to find out the owner, and invite him on-screen to discuss something important. One of the guy in the audience identifies the said car number as his car and he walks towards the big screen. Suddenly audience sees him on the big screen with the host. He is than reminded about his motor insurance policy which will lapse in a matter of hours and how he instantly renewed it with the help of HDFC ERGO’s mobile website.
HDFC ERGO managed to perfectly synchronize the entire activation with the live crowd present at the cinema hall, capturing all natural audience reactions which holds the thrill.
The campaign immediately caught the audience attention while simultaneously delivering its core message of renewing motor insurance policy instantly on HDFC ERGO mobile website. The campaign, once uploaded, immediately went viral and managed to garner an incredible 7.14 Lacs hits in 7 days on youtube.
Bindi Thakkar, Vice President, Marketing & Corporate Communication says, “The campaign was innovatively conceived to connect with the customer and create buzz with curiosity. This is one of our first viral campaigns to receive such overwhelming response on our YouTube channel within few hours of its upload. We are confident that the campaign would be a great success across geographies thus creating better brand awareness.”
Brands
Apple CEO Tim Cook to step down after 15 years, John Ternus to take over
Leadership shake-up sees long-time hardware chief step up from September
CUPERTINO: Apple has confirmed that chief executive officer Tim Cook will step down from his role and transition to executive chairman, with senior vice president of hardware engineering John Ternus set to take over as CEO from September 1, 2026.
The transition, approved unanimously by the board, marks a carefully planned leadership shift at one of the world’s most valuable companies. Cook will remain CEO through the summer, working closely with Ternus to ensure a smooth handover before moving into his new role, where he will continue to support Apple and engage with policymakers globally.
In a memo to employees, Apple CEO Tim Cook reflected on his 15-year tenure, recalling the moment Steve Jobs asked him to step into the role. “It was an emotional and challenging moment for all of us at Apple,” he wrote, adding that the company’s core values, from simplicity and innovation to a commitment to improving lives, remain unchanged.
Explaining his decision, Cook said the company’s strong roadmap and future outlook made this the right time for a transition. “I have never been more optimistic about Apple’s future,” he noted, while announcing Ternus as his successor. He described Ternus as “a visionary in his own right” with “remarkable integrity” and the right leader to guide Apple into its next phase.
Cook said, “John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honour.”
Ternus, in his own note to employees, struck a steady, execution-focused tone. Ternus said, “It has been such a privilege to lead the hardware engineering team… I still plan to be very hands-on,” signalling continuity rather than a strategic reset.
As part of the leadership reshuffle, Ternus will step away from leading hardware engineering, with Tom Marieb taking over the role. Marieb will report to Johny Srouji, who assumes an expanded position as chief hardware officer, aligning hardware development more closely with Apple’s silicon and technology teams.
Cook also used his memo to thank employees, calling them “the most remarkable people in the world” and crediting them for building Apple into what it is today. A town hall has been scheduled at the Steve Jobs Theater to discuss the transition further.
The leadership change also sees Arthur Levinson move to the role of lead independent director, while Ternus joins Apple’s board.
Cook’s tenure has been defined by massive growth and expansion, with Apple’s market value rising from around $350 billion in 2011 to $4 trillion, alongside the launch of new product categories and a booming services business. Ternus, a 25-year Apple veteran, has played a central role in shaping the company’s hardware roadmap, from iPhone and Mac to newer innovations in materials and sustainability.
The transition signals a generational shift, but not a dramatic change in direction. If anything, both memos point to continuity, discipline and a belief that Apple’s next chapter will be built on the same values that shaped its last.
