MAM
Isobar India appoints Aalap Desai as national creative director
MUMBAI: Isobar, the digital agency from the house of dentsu India, has roped in Aalap Desai as National creative director (NCD). In his new role, Aalap will lead the agency’s creative team and report to COO Gopa Kumar.
Aalap was previously associated with dentsumcgarrybowen (dentsuMB) India where he held the position of NCD. In addition to this, he also co-headed the creative team at Mumbai-based Dentsu Webchutney and was behind some of the agency’s most notable works. Aalap’s professional stints also include Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Publicis Ambience.
Speaking on the appointment, Isobar South Asia managing director Shamsuddin Jasani said, “At Isobar, our motto is to ‘Invent, Make, Change’. We are striving to deliver innovative creative experience-led solutions for our brands in India. Aalap looks at tech as not something dry and lifeless but as something that can change lives and makes it work harder for brands. That’s a perfect fit with our philosophy and is the apt approach we need to make Isobar future-proof as a leader in innovations in India.”
Gopa Kumar said, “We live in an age of clutter coupled with shrunken attention spans. For brands to rip through the noise and stand out is of paramount importance. Creativity is the only thing that can make that possible. It is not garnishing anymore. It is the meat. It is the substance, and it is the only way brands can take a leap. Aalap’s brand of creativity is just what Isobar India needs. Enjoyable and meaningful. I couldn’t think of anyone else better than Aalap to partner us in our next phase of growth.”
Desai has won over 150 International & National awards and has also written feature film scripts, web series, and TV shows.
Commenting on his joining, Desai said, “Digital is a creative mine that is still hugely under-explored. Solving brand challenges with a proper insight that is supplemented by digital intuition is an explosive combination that very few people are aware of and something that even fewer choose to tap into. This combination has always been part of the Isobar DNA, and I will work towards hyper-charging it. Also, the past year has been tiring. Work pressure has eclipsed the joy we derived from work. One of my top agendas will be to reverse that because I genuinely believe that a tiny, seemingly insignificant thing as joy is actually the only key that opens up many locks. It unlocks creativity, leading to unlocking fame, awards, and a thriving creative culture because all of these follow. Isobar has phenomenal energy and a brilliant set of people. I’m looking forward to having tons of fun.”
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
