MAM
Leo Burnett India goes hyperlocal, launches LB Regional to help brands maximise reach
Mumbai: Publicis Groupe owned Leo Burnett India has announced the launch of LB regional-a specialised division that aims to help brands maximise their reach with national audiences by understanding region-wise insights. LB regional will help brands create localised content to build relevance with national audiences.
Often, marketing campaigns miss cultural nuances and appropriate generalised stereotypes of different communities. Leo Burnett Regional aims to break this cycle and help brands create region-appropriate content by bringing in experts from each region, making content more relatable and relevant. The specialised division currently focuses on five key languages-Tamil, Telugu, Malayalam, Punjabi, and Bengali-and has a team of creatives and writers who are experts in each of them.
“To succeed in today’s times, brands need to win in regions, not just nationally,” said Leo Burnett South Asia CEO and BBH India chairman Dheeraj Sinha, speaking about the launch of the division. “Often, brands have opportunities or problems that are typical of certain regions. We have to deploy region-up thinking, using insights from that region’s context, to be able to solve these. Also, there is a growing demand for local, vernacular, Indianised content, which, if done right, presents a big opportunity for brands to grow their audiences.”
“With this in mind, we have created this division which helps brands think and create regional-level solutions. We have already created local level interventions for some brands and have seen great results in going region-up rather than national-down in our thinking and creation,” he added.
The strategy and thinking is backed by an in-depth quantitative survey undertaken by Leo Burnett India, spanning across ten states (Maharashtra, Tamil Nadu, Andhra Pradesh, Telangana, West Bengal, Karnataka, Rajasthan, Uttar Pradesh, Punjab, Chandigarh, Kerala, and Delhi), with 2,805 respondents across different age groups (18-30, 31-45, and 45+ age groups). The survey covers attitudes and sentiments across seven categories: food, mobility, finance, life motivations and relationships, health, and fashion.
MAM
Infectious Advertising promotes Siddhartha Singh to CEO and managing partner
Leadership reshuffle sees Nisha Singhania shift focus to strategy and growth
MUMBAI: Infectious Advertising has elevated Siddhartha Singh to chief executive officer and managing partner, marking a key leadership transition at the independent agency.
Singh, who previously served as chief operating officer, has been credited with strengthening the agency’s operational framework and deepening client relationships during a phase of sustained growth. His elevation signals a continued push towards integrating strategy and creativity while scaling the business.
As part of the reshuffle, Nisha Singhania, co-founder and managing partner, will step away from day-to-day executive responsibilities to focus on strategic initiatives and the agency’s next growth phase.
Infectious Advertising co-founders and managing partners Nisha Singhania and Ramanuj Shastry said, “Siddhartha understands both the ambition and the soul of this agency. This elevation reflects the trust he has earned over the years.”
Infectious Advertising chief executive officer Siddhartha Singh said, “Infectious has always been about creating work that people care about. I’m humbled by the trust and excited to lead the agency at a time when there is a significant opportunity to create real impact.”
In his new role, Singh will work closely with the founders to steer the agency’s next phase, with a focus on deeper strategic integration, long-term client partnerships, and continued investment in talent and culture.
The transition underscores the agency’s emphasis on internal leadership development as it looks to build a future-ready organisation anchored in its core values.
