MAM
Isobar India ropes in Rohit Mukherjee as Creative Director South
MUMBAI: Isobar India, the digital agency from the house of Dentsu Aegis Network, has appointed Rohit Mukherjee as the creative director, South. Mukherjee will report to Anish Varghese, chief creative officer, Isobar India. His last stint was with Bates India where he worked as associate creative director.
Varghese said, “I am thrilled to see Rohit on board with his rich and varied experience in brand building. I am confident that the blend of his experience and Isobar’s culture of digital-first thinking will empower us to produce exceptional work to drive our vision of experience-led transformation, powered by creativity.”
Armed with 14 years of experience, Mukherjee has worked with Rediffusion, Publicis, McCann and DDB Mudra.
Mukherjee added, "Isobar has been making all the right noises with some phenomenal work that has created a lot of chatter. With Isobar's digital-first philosophy and approach to advertising, it is charting the right course for the industry in general; and what intrigues me the most, with such a philosophy, is the concept of having an ‘adda’ with your consumers, wherein storytelling is two-way traffic. So, it’s a no-brainer that I need to be a part of this journey. Exciting times ahead!”
It is pertinent to note that Mukherjee has won close to 50 national and international advertising awards. These include the New York Festivals, the Global Award, Spikes, Clio’s, RX Club, Abby, e4m IDMA, Campaign India Digital Crest, Emvies, Effie, MMA Global Smarties, Festival of Media and Flames Asia Awards, amongst others.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
