AD Agencies
Hungama.com unveils ‘Zindagi ka Sound Track’ brand campaign
MUMBAI: The on-demand digital entertainment storefront Hungama.com has unveiled a new brand campaign ‘Zindagi ka Sound Track’.
Commenting on the idea behind the launch of the ‘Zindagi ka Sound Track’ campaign, Hungama.com CEO Siddhartha Roy said, “Our aim is to encapsulate what music means to people in different situations. The campaign captures the essence of music and its role in everyone’s life. Being a pioneer in the entertainment space, Hungama reaches out to millions of people across the globe, presenting to them multiple touch points for consuming music and entertainment.”
“We realised that music is not just entertainment, but a companion, in a way, music completes life. Whenever people indulge in any activity, there is a real or imaginary source of music that gives it a rhythm. Music is omnipresent in our lives, especially in today’s digital age and Hungama plays a vital role in ensuring that. With this campaign, we have captured the meaning of music in an endearing manner we believe the emotional thematic of this campaign helps reinforce just that,” he further added.
The 360 degree brand campaign has kick-started with a TVC featuring the voiceover of actor Hrithik Roshan along with a social media contest with the hashtag #HungamaMusic , twitteratis had to tweet completing the sentence, ‘Music ZindagiKa…’. The campaign has been amplified by OOH, digital and radio advertising.
Conceptualised and executed by Scarecrow Communications, the TVC will be aired across national and regional channels and will also be showcased in cinemas.
Scarecrow Communications founder and director Raghu Bhat said, “To bring the entire idea to life, we turned to crowd-sourcing. We asked 40 people what music means to them. Their responses helped us complete the ‘musical kaleidoscope’, a vast, throbbing, real canvas comprising the myriad ways in which music impacts lives. We compiled and crafted their responses into a 2 minute audio track.”
“Since Hungama has presence across the globe, the challenge here was to find a voice that was not over-used and paradoxically, something the whole country could recognize. To fit this brief, there were 3 places we could possibly look for – politics, cricket or Bollywood. The quest ended at the door of one of India’s biggest superstars, who is also a discerning perfectionist – Hrithik Roshan. He loved the lyrical voiceover and agreed to be part of Hungama’s brand campaign,” he added.
AD Agencies
WPP appoints Hephzibah Pathak CEO of WPP Creative India
Ogilvy India chair takes charge of unified creative model in key market
NEW DELHI: WPP has appointed Hephzibah Pathak as chief executive officer of WPP Creative India, putting a local leader at the helm of its newly created creative operating model in one of its most important growth markets.
The move brings clarity to how WPP’s global restructuring will play out in India, weeks after the group unveiled WPP Creative as part of its Elevate28 strategy. The unit sits alongside WPP Media, WPP Production and WPP Enterprise Solutions, and is designed to simplify what the company previously described as an overly complex structure.
Pathak, who continues as executive chairperson of Ogilvy India, will represent all agencies under the WPP Creative umbrella in India. Her role centres on driving integration across brands, expanding capabilities and ensuring clients can tap into the network’s full talent pool without friction.
WPP said Pathak will work closely with agency brand CEOs to “enhance integration, expand capabilities, and ensure seamless client access”, while maintaining the distinct identities of its agencies.
The portfolio under WPP Creative includes leading networks such as VML, Landor, AKQA and Grey, along with Burson and its affiliated firms. Leaders across these agencies will now report into Pathak, even as each brand continues to operate independently within a unified system.
The appointment also formalises a dual-track strategy in India, preserving agency identities while accelerating collaboration. Pathak is expected to work closely with media leadership to align creative and media capabilities, reflecting growing client demand for integrated, multi-market solutions.
WPP Creative global CEO Jon Cook has described the unit as “not an agency” but an operating system that helps creative, design and PR brands work together more effectively. The group has been clear that it is not merging or phasing out legacy agency brands, instead aiming to reduce complexity on the client side.
Pathak brings nearly three decades of experience within the network, having joined in 1997 and held roles ranging from Mumbai office head to chief client officer. She made history in 2024 as the first woman to lead Ogilvy India in its 95-year presence in the country.
Her expanded mandate positions India at the centre of WPP’s Asia-Pacific strategy, with a focus on strengthening brand presence, deepening client relationships and unlocking growth in a fast-evolving market.
The appointment signals WPP’s intent to move beyond the traditional holding company model towards a more integrated, AI-enabled structure. With Pathak now steering WPP Creative India, the group appears set to test whether simpler structures can indeed deliver sharper creative outcomes.
