MAM
Kumar Deb Sinha joins The StoryLab as country head
MUMBAI: The StoryLab, the specialist content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations.
Based out of Mumbai, Sinha will report to Kartik Iyer, president Media Brands and Amplifi – Dentsu Aegis Network India and the executive sponsor for TSL in India.
Prior to this, Sinha was the national director for content at Wavemaker India, a GroupM Company.
Armed with more than 15 years of content creation experience, Sinha chiefly specialises in the conceptualisation, designing and production of content across screens. He has produced more than 2000 hours of original content for television and digital including scripted and unscripted formats.
Commenting on Sinha’s appointment, Iyer says, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”
Sinha mentions that currently there is a huge demand for premium content in India from all key stakeholders – audience, platform and advertiser. Video consumption on personal devices is growing exponentially changing audience preference towards premium entertainment with limited commercial messaging. Both traditional broadcasters as well as OTT players are investing in quality content to differentiate and satiate their audience need. “Advertisers are partnering with premium & successful content formats to connect with this ad-averse audience. Frankly there can be no better time to be a content creator in India for premium and differentiated content and The StoryLab is here to exploit that potential as an innovative investor, distributor and producer,” he adds.
It is pertinent to note here that TSL expanded its footprint into India in 2015 with a slew of product offerings around content partnership, curation, original content and content investment. With operations in 16 countries, TSL works with publishers & platforms to innovate their supply chain of storytelling and with brands to help them invest in the most engaging and effective content solutions.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
