MAM
Isobar launches commerce practice in India
MUMBAI: Isobar, part of Dentsu Aegis Network, has launched a commerce practice in India, following the launch of the global counterpart.
The expansion of this department will lead to a commerce centre of excellence, delivering end to end experiences for clients, through integrated platforms and solutions that are informed by local insight. This addresses a growing demand for commerce solutions from clients in India, where India’s e-commerce market value is projected to grow by 30 per cent annually to a total of $200 billion by 2026 according to a Morgan Stanley report.
Speaking on the launch, Isobar CEO Asia Pacific Jane Lin-Baden says, “Commerce is no longer about optimising the last mile, it’s now the space where people interact and experience brands. By establishing Isobar Commerce in India, Isobar can offer clients higher commercial value and customer satisfaction by leveraging our customer experience design, data intelligence, and technical commerce solutions.”
Isobar India managing director Shamsuddin Jasani adds, “E-commerce in India has exploded. By launching Isobar commerce practice in India, we will not only be able to offer the best development capabilities but also to partner with our clients on their entire e-commerce journey and delivering solutions across the board powered by our offering across Isobar and Fractal Ink.”
This will bolster Isobar India’s strategic capability and scale to deliver brand commerce solutions, bringing brand experience and commerce closer together. This integrated commerce offering in India will be delivered through its 150 e-commerce specialists, in addition to 450 people from design specialists (Fractal Ink-Linked by Isobar) and innovative marketing and media specialists (Isobar India).
The Indian Isobar commerce division will join the 1,000+ commerce specialists across Isobar’s network in Americas, EMEA and Asia-Pacific. The global practice includes all commerce centres of excellence, all e-commerce, m-commerce, retail commerce experts and commerce off-shore delivery centres within the Isobar network. Isobar global commerce has strong technology credentials across all major platforms and is aplatinum Salesforce partner. Isobar is also a global alliance partner with Adobe, a SAP Hybris partner and SAP Hybris value added reseller (VAR), Microsoft managed partner, an Oracle business partner, an Apple strategicpartner, and is the Asia-Pacific leader for Magento.
Isobar commerce practice globally combines strategic, technology, user experience (UX) and operational support to deliver rapid growth for global brands and retailers and has delivered transformational commerce work for leading brands including include Asda, Clarins, Ecco, Lacoste, Nestle, Samsonite and Pandora and more.
The global practice delivers commerce experiences using platforms and solutions with the biggest technology players, including Salesforce, Adobe, SAP Hybris and Magento – combining strategic, technology and operational support to multi-market and regional clients. It also covers strategy and brand commerce in third-party market-places, such as Amazon and Tmall. The end-to-end offering includes commerce strategy and consulting, customer experience design, data and technology implementation and platform management to ensure rapid growth for Isobar’s clients.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
