MAM
Hit Entertainment and LPl to license ‘Bob The Builder’ in India
MUMBAI: Hit Entertainment, producer of Bob The Builder- the animated show has launched its licensing business in India in conjunction with Licensing Plus (India) Pvt Ltd, (LPI) as its licensing partner.
A leading pre-school children entertainment producers and rights owners, Hit entertainment would make its flagship Bob the Builder products available to Indian licensees and retailers. Other product categories such as plush toys, educational games, figurines, apparels, board games and puzzles would also be on offer.
Bob the builder started airing in India on Cartoon Network in 2003.
Licensing Plus (India) Pvt Ltd Director, Gurpartap Singh said, ” Product and promotional licensing is a very powerful marketing tool in today’s cluttered world, which harnesses the pre-existing popularity of the licensed property to enchance the visibility of a product.”
Hit Entertainment Plc brand director Sheetal Merchant says, “With LPI as the licensing partner, Hit is looking forward to leverage their indepth knowledge of the segment and their extensive network to popularise Bob as a viable and preferred licensing property.”
Hit beleives that India is a promising market to build a future for Bob The Builder as this has already been proven by the existing products in the market, points out Merchant.
Pointing out on India being a potential market for licensing business in India, Merchant says that approximately 31.7 per cent of the population is aged under 14, who have an increasing appetite for global brands.
It is one of the most liked brands around the world and has a brand awareness of 89 per cent in US, 97 per cent in UK and 69 per cent in Germany reveals Merchant.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
