MAM
Hrithik, Farhan, Abhay say ‘Yas’ to adventure in ultimate reunion
MUMBAI: Fourteen years after they won hearts with Zindagi Na Milegi Dobara, Hrithik Roshan, Farhan Akhtar, and Abhay Deol are back together this time, for a new kind of adventure. The much-speculated viral video featuring the trio has led to the reveal of Zindagi Ko Yas Bol, an exciting campaign for Yas Island that brings fans the closest thing to a sequel.
The campaign, which unfolds in a five-episode series, sees the iconic trio exploring Yas Island’s most thrilling experiences. In the spirit of their original road trip film, each of them takes on a new challenge, pushing boundaries and embracing adventure with a resounding ‘Yas’. From high-speed roller coasters to jaw-dropping experiences, the series promises nostalgia, laughter, and a reminder to live life to the fullest.
Adding to the excitement, the campaign features a brand-new jingle that encapsulates the fun and energy of Yas Island.
Miral Destinations CEO Liam Findlay said, “This campaign is about rekindling the spirit of friendship and adventure, much like the film did years ago. Yas Island is the ultimate destination for unforgettable experiences, and we’re delighted to bring this journey to life with Hrithik, Farhan, and Abhay.”
Filmmakers Zoya Akhtar and Reema Kagti, who co-wrote the script for the campaign, added, “It’s incredible to see how the film continues to resonate with audiences. At its core, Zindagi Na Milegi Dobara was about stepping out of your comfort zone, and we’re excited to celebrate that once again.”
Fans can follow the trio’s escapades on Yas Island’s official social media channels as new episodes unlock fresh challenges and breathtaking moments. Zindagi Ko Yas Bol isn’t just a campaign—it’s an invitation to say ‘Yas’ to life’s greatest adventures!
MAM
Ogilvy appoints Carol Reed as Global Chief Innovation Officer
Advertising veteran joins to drive human-first innovation in an AI-powered world.
MUMBAI: Carol Reed has found a new creative canvas and this time, she’s bringing her innovation brush to one of advertising’s most iconic names. Ogilvy Group has appointed Carol Reed as its new global chief innovation officer. Reed, who previously served as Chief Innovation Officer at WPP Open X, brings deep expertise at the intersection of creativity, technology, media, and commerce.
In a note announcing her move, Reed said she was drawn to Ogilvy because of its unmatched legacy. “The most powerful thing AI can do is make human creativity more extraordinary not replace it,” she stated. “This is an agency with something no algorithm can replicate, a 78-year legacy of ideas that change culture and drive real business results.”
Reed will focus on building new products, platforms, and partnerships to amplify Ogilvy’s creative heritage for clients and its global talent network. She will work closely with Global CEO Laurent Ezekiel and global chief creative officer Liz Taylor.
Her career began at Publicis Groupe’s Digitas as an associate media planner. She later moved to Omnicom Media Group and rose to senior vice president and programmatic lead at Digitas, where she built an in-house programmatic team of over 40 members. Most recently, at WPP, she served as executive vice president for data and product marketing.
With her appointment, Ogilvy strengthens its innovation leadership as the industry navigates rapid advancements in AI and technology.
From building programmatic teams to championing human creativity in an AI era, Carol Reed has consistently stayed ahead of the curve. Her arrival at Ogilvy signals a fresh push to blend cutting-edge innovation with the agency’s legendary creative spirit.
