MAM
Michelin Man launches #IndiaDrivesChange campaign
MUMBAI: Michelin, a leading tyre manufacturer, is back on the Indian outdoor landscape putting its iconic brand mascotthe ‘Michelin Man’ in a new brand awareness campaign. The campaign tagline ‘For those who drive the change’ focuses on safety, longevity, and fuel-efficiency of Michelin tyres. The campaign is currently widely visible across various mediums such as TV, OOH, and Digital.
Ignite Mudra won the OOH mandate to strategically design and execute the campaign. The campaign has been crafted to endorse and to create awareness about the brand targeting the car owners who seek premium driving pleasure. The larger-than-life and attention grabbing OOH media adorned with the Michelin Man and the punch line was created to garner high visibility for the brand. The campaign has been executed across 15 cities including metros’ and mini-metros.
A rich mix of outdoor formats have been incorporated by Ignite Mudra to give a wider dimension to the campaign and create high value impact supporting the TV and Print campaigns currently running across the country.
The impact has been created due to strategic selection of media units, but what made the lasting impact is undoubtedly the strategy backed planning used for the campaign. The agency mapped the TG, their congregation and their typical day part analysis to develop the best plan that yielded the most effective impact.
“Michelin India’s #IndiaDrivesChange is the commitment to be a reliable partner in progress. We have weaved this ethos in this 360 degree communication approach, with OOH as a key pillar. We are happy with the innovations that Ignite Mudra has been able to bring in this space” said Michelin director: digital, brand and image, communications, Africa India Middle East Saradamani Dey
“I feel extremely proud of our association with Michelin and would like to thank the client for trusting us with their OOH mandate. Our endeavour is always to deliver beyond the expectation of our esteemed clients”. A brilliant creative by Michelin and backed with superior planning & execution has created a huge impact for the Brand” said Ignite Mudra founder tribes & MD Gour Gupta.
“At Ignite Mudra, we always try and analyse what would work best for the brand, be it use of technology, creative input or integrating experiential with OOH. With Michelin, we strongly felt that the Bibendum, a.k.a the Michelin Man, was the area of focus and innovations highlighting the same have been executed across cities further adding to the impact. At times a simple medium needs a simple solution which works best for the brand” said Ignite Mudra C.O.O. Rahul Kakar.
Brands
Beep App launches Gen-Z career platform, clocks 30,000 plus placements
Pune startup turns scrolling into career action with learn-explore-earn model
PUNE: Beep App has rolled out its newly positioned career-focused app aimed at Gen-Z users, as it looks to bridge what it calls a growing gap between exposure and employability among young Indians.
Formerly known as EventBeep, the platform is built around a simple but timely idea: turning everyday scrolling into meaningful career action. The app targets students and early professionals, offering a unified space to explore career options, learn relevant skills and access internships and job opportunities.
At a time when short-form content dominates screen time, Beep is attempting to flip the script by embedding structured, career-oriented insights within a familiar scroll-based interface. The idea is not to disrupt user behaviour, but to redirect it.
The platform spans a wide range of fields, including artificial intelligence, product management, design and data analytics. It provides users with insights into role expectations, required skills and step-by-step career pathways, supported by inputs from industry practitioners.
At the heart of the offering is a “learn, explore, earn” model that integrates discovery, skill-building and hiring into one ecosystem. The company says this closed-loop approach is already gaining traction, with over 30,000 placements facilitated so far.
“Gen-Z does not lack ambition; what they often lack is structured direction,” said Beep App founder and CEO Saurabh Mangrulkar. “The Beep App is designed to organise that exposure into actionable pathways so users can move from intent to execution with greater confidence.”
The launch comes amid a broader shift in India’s job market towards skills-first hiring, where practical experience and demonstrable capabilities are increasingly valued alongside academic qualifications.
Founded in 2021, Beep App has grown steadily within the student ecosystem, connecting over 6.5 million users with opportunities across more than 1,500 colleges and 7,800 hiring companies.
Looking ahead, the company plans to deepen its content across emerging sectors, expand its hiring network and build more personalised career pathways tailored to user behaviour.
As Gen-Z continues to navigate a complex and fast-evolving job market, platforms that can turn curiosity into clarity may well shape the next wave of career discovery.
