MAM
LS Digital expands to UK with Pawan Wankhede as business head
Mumbai: LS Digital, a new-age independent digital marketing transformation group, as part of their global expansion, announced today its foray in the UK market. Pawan Wankhede has been appointed as the business head of UK operations. He will focus on expanding LS Digital’s skills and capabilities in Digital Marketing Transformation (DMT) to businesses in the UK market. Pawan brings over 18 years of expertise in digital marketing strategies and content.
“We envision LS Digital becoming a global player in the digital marketing transformation (DMT) space. In order to realise this vision, we have appointed an industry veteran like Pawan to take the reins of the UK operations and replicate the growth we have seen in the MEA region. LS Digital already has a significant presence in Europe, specifically in UX and CX verticals. Now we will expand our focus, with UK as the base and Pawan at the helm, to include the entire DMT solution, which comprises Media, Creative, D&I, Innovation and Tech,” said LS Digital CEO & co-founder Prasad Shejale on the appointment.
Prior to joining LS Digital Pawan was the CEO of VidRule, a programmatic digital marketing company, for over 7 years. A seasoned Digital Marketing entrepreneur, Pawan brings strong experience in digital media and OTT content technology, with specialisations in several forms of marketing including AdTech, Content Production & Monetization, Social Media & Display Marketing, and Mobile Marketing, to name a few.
LS Digital COO Rupak Ved said, “I am happy to welcome Pawan to the UK team. His expertise in diverse areas of the digital marketing space, especially in international markets will help accelerate growth in Europe and take it to greater levels. We perceive a great need among UK businesses for digital marketing transformation solutions. LS Digital’s Transformation Framework is perfectly positioned to address the gap in the market. Pawan’s addition will further our growth in Digital Marketing Space in the UK.”
Commenting on his new role, Pawan Wankhede said, “The UK stands as the largest digital advertising market in Europe, with expenditures consistently surpassing traditional channels. This surge in spending underscores a significant demand for brands to embrace a more data-driven strategy, aiming to optimise return on advertising Spend (ROAS). I am enthusiastic about joining the LS Digital team, recognizing the immense opportunity to guide UK brands in harnessing the robust DMT framework crafted by the company. In my role, I will be dedicated to fostering innovation, broadening our European focus, and assisting brands in setting up their Centre of Excellence (CoE).”
Pawan Wankhede’s appointment for UK operations aligns with LS Digital’s strategic plans to become a global leader in the delivery of DMT solutions. The company endeavours to focus more in Europe and UK by expanding its UX & CX business verticals to include Media, Creative, D&I, Innovation and Tech, in order to provide the entire range of its ML-based DMT solutions to brands in these markets.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
