MAM
Mediaedge:cia announces new European management team
MUMBAI: Mediaedge:cia has announced a new management team for Europe, Middle East and Africa.
Mark Austin will continue as chairman, Europe, Middle East and Africa, with Melanie Varley promoted to CEO, Europe, Middle East and Africa. They will report in to the agency’s global executive chairman Charles Courtier.
Austin and Varley will be based in the Europe, Middle East and Africa headquarters in London. Varley takes over from Dominic Grainger, who has now become GroupM Europe, Middle East and Africa managing director.
Austin and Varley have worked closely in the development of Mediaedge:cia globally and regionally since the company was launched in 2002. Their objective will be to further drive the growth and success of Mediaedge:cia across the Europe, Middle East and Africa region. Austin will focus primarily on Europe, Middle East and Africa strategy development, management of the local markets, mergers and acquisitions (including commercial development of MEC’s Interaction and Content businesses) and managing MEC’s talent to its full potential.
Varley’s task centres on the continued development of all European based clients and MEC product and services. She will play a key role in the management of the business’ specialist capabilities (such as Global Solutions, MEC Interaction and MEC Sponsorship).
Courtier was confident that this management team would continue to build on MEC’s success within the region. “I’m delighted with this partnership of Mark and Mel. They are both highly experienced operators within the industry and deeply committed to our vision of communications planning and implementation, Active engagement proposition and the role we play as a founding partner of GroupM,” he said.
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
