MAM
iProspect elevates Muddassar Memon to AVP – creative & social
MUMBAI: In line with the growing business, iProspect has fortified its talent strength to a strong 270-people team. This also brings with it structural changes as key people have moved up the organisational ladder in the system. Muddassar Memon takes on the role of AVP – Creative & Social. Reporting into Brijesh Munyal, EVP – Operations, he will head social media and creative services for the company pan India. He was National Creative Director prior to this new appointment and has been with iProspect India for the last 10 years.
“Social media is gaining momentum and we are proud to be ahead of the curve on this front. We have an extremely proficient social media team that is geared up to plan and execute interesting campaigns on the new accounts with their experience. As we escalate our focus on social media, the move also brings us one step closer to being a one-stop shop, 360° digital agency where clients are offered all required digital services under one roof. I am delighted to be leading these efforts, especially in the newly appointed role,” added Memon.
Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
