MAM
Max, Rainbow to jointly promote upcoming movie ‘Garam Masala’ in N America
MUMBAI: Sony Entertainment Television’s movie and events channel Max has associated with film distributors Rainbow Films for the release of the November release Garam Masala in the North American territory.
The distributor will be releasing DVD copies of the movie in the US and Canada and all Garam Masala DVD’s, audiotapes, posters, and commercials will carry the Max logo. In addition, all print, TV and Internet ads will also contain the Max logo. The activity is also linked with Max’s US launch which took place in June.
Max and Rainbow Films will also host a private screening for the movie in early November. Set Asia will be airing Garam Masala ads and music promos in the US.
“We are delighted to team up with Rainbow Films in bringing the release of Garam Masala to movie lovers across the nation. This joint promotion epitomises the raison d’etre of Max, and we anticipate many such joint promotions in the future,” says Sony Entertainment Television Asia EVP International Business Rajan Singh.
“This tie-up with Max will provide us with a great opportunity to extensively promote Garam Masala to the millions of Set Asia and Max viewers across North America and internationally. This joint promotion with the premiere film channel is especially valuable to us,” says Rainbow Films CEO Pradeep Abichandani.
Garam Masala, starring Akshay Kumar, John Abraham, Rimi Sen, Paresh Rawal, Rajpal Yadav, Asrani, and Neha Dhupia, will release on 3 November.
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
