MAM
Homeshop18 awards Eleven Brandworks its creative biz
MUMBAI: On air and online retail brand Homeshop18 has appointed Eleven Brandworks as its creative partner following a multi-agency pitch.
Eleven Brandworks has been entrusted with the duty of building and establishing a strong ‘HomeShop18’ brand across the verticals of TV, web and mobile.
Homeshop18 CMO Rashmi Berry said, “Eleven Brandworks displayed the right combination of creativity & agility, both critical in the highly competitive and cluttered E-commerce space. We look forward to building a compelling & differentiated brand with them with their highly talented team of rofessionals.”
Eleven Brandworks is a full service agency based in Mumbai and Gurgaon, founded three years ago by Prateek Bhardwaj who was earlier a creative director from McCann-Erickson. Its client list includes Tata Mutual Fund, Times Group, Big FM, Archies Ltd, NDTV Goodtimes, Sportsfit and Star Plus.
Bhardwaj said, “Homeshop18 is already a household name in India. Eleven Brandworks’ mandate is to create a robust integrated strategy for the brand and help carve a distinct dotcom brand out of it too.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
