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MediaMind and OMG announce strategic partnership
MUMBAI: Integrated digital advertising solutions provider MediaMind announced a global technology partnership with Omnicom Media Group (OMG). OMG will have access to the MediaMind platform to manage and deliver online ads in North America, Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC). MediaMind is a part of the global DG group.
The MediaMind platform will be integrated by OMG, enterprise marketing company and trading desk Accuen within OMG‘s technology platform. OMG will also offer access to its technology teams and roadmap in order to create a valuable technology partnership to be at the forefront of ad campaign and data management.
DG SVP strategic business development Andrew Bloom said, “Reaching the right audiences with the right tools and services, in a well-integrated fashion, is crucial in an increasingly complex media landscape. This agreement with OMG is an ad technology win for both companies and for our clients who will appreciate the competitive advantages of close integration, coupled with top notch campaign management technology for online and TV advertising.”
OMG EVP global strategic partnerships, digital Steve Katelman said, “OMG is committed to bringing our customers the latest innovations in cross channel advertising. MediaMind and DG is a natural partner for us as we gravitate towards integrating second screen experiences. Together, we will bridge the offline and online worlds with their solutions.”
DG and MediaMind have taken the approach of providing unbiased third-party tools to maximize the effectiveness of campaigns through a single workflow for TV and digital. The tie up will offer OMG advertisers the ability to reach audiences across all video channels through an efficient campaign distribution platform while providing accurate cross channel reporting.
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Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
