MAM
Maxus Content, The Viral Fever and Tata Motors bring alive Tripling with Tiago
Mumbai: Maxus Content, the content solutions arm of Maxus unveils its next branded content project with The Viral Fever for its prestigious client Tata Motors. The brand new mega web series titled “Tripling” features Tata Motors’ newly launched Tiagoas a focal point in an enriching story told by some of India’s best storytellers from The Viral Fever.
The association conceptualized by Maxus Content for Tiago and The Viral Fever aims to engage with the millennials by understanding their content consumption pattern. From decoding the brand’s brief to ideation and amplification, Maxus Content used its in-house research & insight, digital & content creation capabilities along with the creative insights by The Viral Fever to help Tata Motors bring alive Tripling.
The web series features of superior production values comparable to a long-format feature, an acclaimed cast and an extensive marketing campaign to build engagement. It is one of the most anticipated branded content projects of this season by The Viral Fever.
Maxus’ social media listening revealed that youngsters increasingly take travel as an experience to foster change in their lives. However, most road-trip based stories in Indian entertainment have been around friends. Maxus and The Viral Fever decided to leverage the youth’s idea of travel with a fresh take by featuring siblings and not friends.
“At Maxus we keep the culture of a brand’s audience at the center of our content strategies. Tripling is our attempt at intuitive positioning of Tiago as an enabler, in an engaging, culturally relevant story for its audience. It is a showcase of our data driven, digital first and tech enabled approach to branded storytelling. If the initial reactions to the show’s trailer is anything to go by, Tripling will surely give our audience a seamless and memorable branded storytelling experience”, said Pooja Verma, Head – Content, Entertainment and Sports Partnerships at Maxus.
Tripling is a beautiful journey spread over five webisodes of three siblings who go on a road trip, and in the process, redefine their own lives and relationships. A true visual treat for viewers, the show weaves in the dynamic Tiago as the sibling’s partner on their journey to discovery.
“Our new hatchback, Tiago comes with new attractive design credos which appeals to the young and is all about enjoying life on-the-go. This is exactly what the new web series depicts. We found this storytelling route, a good way to engage with our target customers and are delighted to associate with Tripling to communicate the zeal of youth, adventure and this series resonates well with Tiago’s spirit of enjoying moments in life,” said Mr. Vivek Srivatsa, Head- Marketing, Passenger Vehicles Business, Tata Motors.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
