MAM
MTV, Motorola hatch three-year $75 m alliance
CHICAGO: This is a 360 degrees marketing alliance that will strengthen the synergies between the mobile phone and the idiot box in terms of promotional activity. Two global companies Motorola and Viacom’s MTV have announced a three-year $75 million alliance.
The alliance allows the music network to extend its innovative activity. The music network constantly builds around programming properties outside the US to the wireless world, via the power and popularity of Motorola devices. The alliance will also combine localised on-air programming and on-the-ground events, as well as interactive and web strategies.
The alliance will aim at benefiting from MTV’s understanding and influence among the crucial youth segment and Motorola’s technology and personalisation intelligence. The companies will develop and integrate locally created marketing activities in regions around the globe.
Together, MTV International and Motorola will provide an environment that radically accelerates the way people use and view their mobile phone — creating a mobile entertainment experience for consumers to text, talk, rock, mix and more.
Components that will be tailor made in each market include:
* Innovative MTV content pre-loaded onto Motorola handsets, including ring tones, games, images.
* New MTV shows and vignettes in each region spotlighting new music and developing artists.
*Online extensions for Motorola and MTV’s Web sites.
* Live MTV/Motorola events and retail promotions.
* Local media buys.
President MTV Networks International Bill Roedy was quoted as saying: “MTV is the only media brand that can deliver this all encompassing experience to young people across multiple media platforms. Motorola’s commitment to being a leading innovator in the wireless space makes them a compelling partner to deliver these experiences with us.”
In each region, MTV and Motorola will be introducing a number of new mobile entertainment experiences illustrating the endless possibilities created with this new collaboration. A centrepiece in regions throughout the world will be the development of a 30-minute show on MTV introducing new music in a completely different way.
While the overarching theme of showcasing new and emerging musical artists will cross all borders, every region will create their own show to address the different styles and flavors of the local landscape.
A number of mobile messaging efforts (SMS, EMS, MMS), online extensions, live events and retail promotions will create a complete integrated offering through all mediums. In addition, Motorola’s MotoMixer technology, providing mobile and online mixing capabilities to create unique ring tones, will play a prominent role in highlighting the possibilities of mobile personalisation through music.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
