MAM
KV Sridhar quits Leo Burnett India
MUMBAI: KV Sridhar (Pops) has finally decided to move on. Leo Burnett India and subcontinent chief creative officer will be hanging his boots on 4 May, after spending 17 years in the agency.
Pops has over 30 years of working experience in advertising and has now decided to take the leap to reinvent himself and pursue other interests.
“Pops has always been a young man at heart and once again his nomadic spirit has led him to look at things afresh and follow his heart to pursue new adventures. We want to thank him for his tremendous contribution over the years, building Leo Burnett India into the creative powerhouse it is today. The agency and I will continue to build on the creative trajectory he has set,” said Leo Burnett Group India CEO Saurabh Varma.
He started as a Bollywood film billboard painter and became the CCO India sub continent of Leo Burnett. Over the years, he helped the agency gain recognition at international awards shows including Cannes Lions, New York Festival, and local Indian awards. Under his creative leadership, Leo Burnett India went on to win agency of the year in the Leo Burnett global network, twice. He also led the agency to be ranked by Creativity magazine to be among the top 20 creative agencies in the world. Sridhar has also represented the agency on many Indian and International award juries.
“It has been a purposeful journey for me at Leo Burnett, growing with and having a chance to play a key role in shaping the agency’s creative prowess. I have had the opportunity to work with and get to be friends with some of the brightest creative minds in the world, worked on some of the most exciting campaigns with some of the most amazing clients.
For now, I would like to take a break to reinvent, rediscover and rededicate myself. I wish Saurabh and Leo Burnett great success,” said Sridhar
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
