MAM
Initiative Media bags Maruti’s consolidated AOR biz
NEW DELHI: Maruti has been allotted its entire AOR business to Initiative Media. The annual ad spends of the recently listed company is estimated to be in the region of Rs 700 million.
The decision was confirmed to indiantelevision.com by a senior executive of Initiative Media. “Initiative Media has indeed won this account. It gives great satisfaction to us. I was part of the pitch and our product was far superior. It makes logical sense on client’s behalf as well to consolidate the entire business with us. We can also function and plan in a much better way,” said the executive.
Maruti took nearly five weeks to consolidate its entire business with Initiative Media. Initiative Media was handling the buying business for print, while Madison was looking after the buying for television.
Considering Madison’s performance in the recent past, in which the Indian agency’s strike rat against its counterpart has been fairly high, Initiative Media has all the reasons to be pleased.
“We were always confident. We have been associated with Maruti for more than four years now. We came up with innovative ideas and integrated marketing effort. I think that’s what worked in our favour,” he says.
Maruti will continue to have a slew of creative agencies – Hakuhodo Percept handles the flagship brands Maruti 800 and Zen; Lowe handles Alto, Baleno, Esteem, Omni and Versa; Capital Advertising handles the True Value (automobile finance) account as well as the corporate advertising and N2N (fleet management service) businesses of Maruti; and Contract is in charge of Grand Vitara besides WagonR
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
