MAM
MSLGROUP announces two senior hires
MUMBAI: MSLGROUP, Publicis Groupe’s strategic communications and engagement consultancy, has appointed two industry veterans to its fold – Amit Misra comes on board as executive vice president & director – public affairs in Delhi and Rekha Rao, as general manager in Mumbai of 20:20 MSL.
Amit Misra will be the overall market leader for MSLGROUP for the Delhi market & the practice leader for the public affairs practice across India for MSLGROUP. In addition, he will also strategically collaborate with 20:20 MSL in Delhi for business development, PA, key client relationships and talent development.
In her role, Rekha Rao will report to Ian Sequeira, senior VP at 20:20 MSL and her key responsibilities will include operational performance, growth, profitability, talent management and client engagement.
On the appointments, MSLGROUP CEO Jaideep Shergill said: “We warmly welcome Amit and Rekha to our family and eagerly look forward to their contribution in helping us grow in both reputation and expertise. Each of them comes with capabilities necessary to provide the more value-adding, strategic and content centric offerings that our clients increasingly are looking for in India. MSLGROUP is a people centric agency. We invest in our talent by giving them exceptional opportunities to work on exciting client engagements, attend world class trainings and pursue an international career. We see that this is appreciated: never before have had so many of the industry’s top talent wanted to join MSLGROUP, where Misra and Rao are very notable examples. By appointing Amit Misra and Rekha Rao in their new roles, we are strengthening MSLGROUP’s core functions, which will further add impetus to our continuing growth story.”
With these two hires, MSLGROUP wants to forge ahead.
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.
