MAM
Maulik Kalamthekar to lead consumer engagement strategy for WolfzHowl
Mumbai: Brand strategy consultancy Wolfzhowl Strategic Instigation has brought on board Maulik Kalamthekar as the lead of consumer engagement strategy. This is Maulik’s second stint at the behaviour change strategy firm.
“Strategy is about devising the best plan for winning. The wolves are mavericks in strategy craft. As we create robust strategies, we also want to focus on helping our clients execute our winning strategy with candour and creativity. Super pumped to be returning to do some rainmaking work for brands,” said Kalamthekar who carries over seven years of experience in advertising and digital marketing across functions, agencies, and brands. In his previous brief stint at The Glitch, Kalamthekar was the group head of strategy for the WPP agency and content division – Flux.
“At Wolfzhowl, we are constantly strengthening our team, bringing in diversity, improving our skill-sets. This time we have Maulik, who joins us back at a crucial juncture in our journey,” Wolfzhowland head of culture, partner Renuka Asnani said. “As a Strategic Consultancy, we are increasingly focusing on providing final mile engagement solutions that bolster our strategy craft that lead to better business outcomes. Maulik’s consumer and culture first thinking along with his expertise in new-age platforms, especially using data, will give us an edge to deliver not just effective strategy but also delightful creative engagement solutions.”
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
