MAM
MPG loses Rajagopal, gets Kari on board
NEW DELHI: Media Planning Group‘s (MPG) outdoor arm, MPG Active has appointed Krishnamurthy Kari as its chief operating officer. Kari was earlier with Aircel as the head of Out-of-Home and activations.
He has nearly 15 years of experience in the field. At MPG Active Kari will be responsible for acquiring the network business for MPG Active and enhancing the existing roster of MPG network accounts and deliver an integrated solution to the clients‘ needs.
MPG Active has full service offices in Delhi, Mumbai, Bangalore, Kolkata, Punjab and Hyderabad, with a staff strength of more than 24 professionals. Some of its key clients are Capgemini, Hyundai, Skoda Motors, VLCC, Jabong.com, National Geographic, VIACOM 18, News 24, Cleartrip.com, fashinara.com, Quicker.com, BNP Paribas, Carlsberg, Smile Group, DBS, Fire Luxorand Puri Constructions.
At MPG, its VP – investments (West) Gautam Rajagopal has quit. MPG CEO Mohit Joshi confirmed both the people movements to indiantelevision.com.
Rajagopal had joined MPG in May 2011. Before this, he was with Beehive Communications as vice-president, media services for nearly four years.
Rajagopal has more than 17 years of experience. He has worked with Contract Advertising, Madison, Mediavision and Carat Media Services. In 2003, Rajagopal joined Starcom MediaVest Group as group head, broadcast investment. After two years, he moved to Mudra (Optimum Media Solutions), where he worked for the next two years, before joining Beehive Communications.
He has worked across various categories of brands such as HDFC Bank, Asian Paints, Parle, Bisleri, P&G, Heinz, Skoda, Bajaj and Cadbury.
Brands
Zee partners L’Oréal Paris on multi-language Glycolic Gloss campaign
Brand films and show integrations target Hindi, Marathi, Tamil and Bangla viewers
MUMBAI: Zee Entertainment Enterprises Limited has partnered with L’Oréal Paris to roll out a multi-regional advertising campaign for the Glycolic Gloss haircare range, leaning on regional storytelling and trusted television celebrities to drive belief and recall.
The campaign spans four bespoke brand films and contextual integrations across Hindi, Marathi, Tamil and Bangla markets. At its core is a simple consumer insight: Indian audiences are more likely to trust visible results validated by others than abstract product claims.
Zee Entertainment Enterprises head of advertisement revenue, broadcast and digital Laxmi Shetty, said brands are increasingly seeking relevance and credibility alongside reach. She said the campaign demonstrates how regional “dilfluencers” can turn product claims into “visible, validated experiences” by embedding brands within authentic storytelling across platforms.
To that end, Zee has deployed its roster of regional “dilfluencers”: familiar faces from leading fiction channels, to anchor the films. The celebrities share first-hand experiences with the Glycolic Gloss range, framing shine and smoothness as instantly noticeable and socially affirmed rather than promised.
WPP Media president, client solutions, South Asia Shekhar Banerjee, said the campaign was designed as a platform-first, integration-led solution that balances scale with attention. Aligning the brand with Zee’s premium content and trusted talent, he said, helped push impact beyond visibility towards sustained brand trust.
Beyond standalone films, the campaign extends into contextual integrations within top-rated fiction shows airing through January and February 2026. These in-show moments are designed to embed the product into everyday narratives without disrupting viewer engagement.
L’Oréal Paris India general manager Dario Zizzi, said the renewed partnership reflects the brand’s focus on engaging India’s diverse consumer base through local languages and culturally resonant narratives. He added that integrating the Glycolic Gloss range into Zee’s regional content allows the ‘Gloss Ki Guarantee’ proposition to connect with women’s lived experiences across markets.
The initiative will run across Zee’s linear television network and its OTT platform, Zee5, combining mass reach with digital amplification. For L’Oréal Paris, the strategy reflects a deliberate move away from one-size-fits-all communication towards locally resonant messaging tailored to language, culture and viewing habits.
Media planners involved in the campaign say the approach underscores a broader shift in beauty advertising, where scale is increasingly paired with credibility and contextual relevance. By aligning with premium content ecosystems and well-known regional talent, the Glycolic Gloss campaign aims to translate visibility into sustained brand trust.
