MAM
Mediabrands launches Mediabrands Content Studio in India
Mumbai: Mediabrands on Monday announced the launch of Mediabrands Content Studio (MBCS) to focus on creating content strategies for its clients in India. MBCS is a data-driven content practice which is built on the intelligence and insight that media provides, about which content can connects brands with people in the most compelling and personalized way.
It will focus on three emerging categories: branded content opportunities with media partners, digital content that drives performance and engagement, and brand-fuelled long and short-form original content. Globally, MBCS was launched in November 2020.
Over the years, Mediabrands India has built a strong presence in the content space, backed by creativity, data, and innovation. Its content division has been integrated with MBCS India, which will soon announce its leadership and structure.
“The launch of MBCS in India reinforces Mediabrands India’s commitment to offering cutting-edge, new, and innovative content models for its clients. MBCS will bring together our content tools and capabilities from around the world and add the power of data and media expertise to create content experiences to grow brands”, said Mediabrands India CEO Shashi Sinha. “I am confident, the team will build MBCS through data-fuelled creative and media expertise and set a gold standard in this space.”
Recently, MBCS had announced an exclusive production partnership with VICE Media, which will gain further momentum in India, with the official launch of the division.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
