MAM
MEC helps Citibank use Twitter to kick off festivities
MUMBAI: Media planning agency MEC has conceived a first of its kind online orchestrated offline activation for its client Citibank called “Tweet a cloud, Dil Se”. The initiative is aimed at gauging peoples‘ sentiments on how they would like to splurge this festive season. The campaign went live at the DLF promenade in New Delhi and High street Phoenix in Mumbai on 10 November from 12 noon.
The campaign employs a new advertising technique called ‘skyvertising‘ which releases differently shaped clouds into the sky. The “Tweet a cloud, Dil Se” campaign will be powered by tweets from consumers to the #DilVsBill hashtag .
This initiative is the culmination of the marketing campaign “DilVsBill” that Citi has been running this festival season. It is aimed at promoting Citibank‘s EMI offering on credit cards across 1700 merchant partners, which aides a consumer in making a decision when stuck in a ‘Dill Vs Bill‘ dilemma.
Citibank CMO Sanjeev Kapur said, “Consumers like to make personal purchases as well as gift family and friends during festivals, but are conscious of budgets and costs. Citibank understands these needs and have provided an opportunity to amortize such expenses over a period of time, through EMI Privileges at No extra cost. This allows them to manage their finances better, while enjoying the festivities with family and friends.”
MEC managing director T Gangadhar said, “At MEC we have always believed in setting the benchmark for the industry when it comes to innovating strategically. “Tweet a cloud, Dil se” is a stellar example of the same. It is an activity that interconnects online and offline spaces mirroring the path that consumer journeys have evolved to.”
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
