MAM
MYBYK launches ‘Let’s Unlock’ campaign with comedian Manan Desai
Mumbai: Homegrown bicycle sharing service brand MYBYK is on a mission to make our cities liveable again by providing equitable and sustainable mobility to the masses. The startup has launched ‘Let’s Unlock’ campaign with comedian Manan Desai that aims to inspire people to take action for better health.
“The idea behind the campaign is to help commuters realise the above value proposition, i.e., unlock – health, happiness and the convenience of commute with MYBYK. Desai has been roped in to introduce and explain MYBYK and its features and the campaign will also feature short films and influencer activity to build a strong brand recall,” said the brand in a statement.
The startup has commissioned integrated marketing agency Zero Gravity Communications for this campaign. “MYBYK is encouraging individuals to use cycling for their different daily commute needs. Having worked with the brand since its inception, we have an in-depth understanding of consumer behaviour,” stated Zero Gravity Communications founder Khushboo Sharma. “The campaign communication is designed with the approach of Info-(enter)tainment.”
“We believe bicycles are a great way to move around for short commutes of up to 1-2 km. For long commutes, we have partnered with Smart City Ahmedabad to set up a network of Drop & Pick bicycle stations for seamless first and last-mile connectivity,” said MYBYK founder and CEO Arjit Soni. “In a nutshell, users can ride MYBYK and go directly from their home to their destination or drop the bike at any of the BRTS hubs in Ahmedabad and similarly pick another bike to ride to their destination,” he added.
MAM
Zee appoints Devika Kawle as vice president, syndication
Content licensing veteran moves from Sony to drive global partnerships and distribution
MUMBAI: Zee Entertainment Enterprises has strengthened its syndication play, appointing Devika Kawle as vice president, syndication, as the broadcaster sharpens its focus on global content distribution and partnerships.
Kawle, an experienced media professional with a cross-functional career spanning creative, production and management roles, announced her move, saying she looks forward to “contributing to Zee’s incredible legacy, exploring new partnerships, and driving meaningful growth across markets.”
She joins Zee after nearly six years at Sony Pictures Networks India, where she last served as senior manager, content licensing (digital). During her tenure, she played a key role in shaping SonyLIV’s content strategy and was recognised with multiple internal honours, including the World of Winners Award 2025 for her role in the platform’s growth.
Her experience cuts across global content syndication, licensing, acquisition and distribution across television and digital platforms, including feature films, series, sports, live television channels and OTT applications. She has also worked across international event sales, post-production for feature films, production of events and digital video, and marketing across ATL, BTL and digital channels.
Before Sony, Kawle held roles at IN10 Media Network, where she managed syndication and content acquisition, and at Shemaroo Entertainment, where she led international business initiatives across EMEA markets, driving revenue through content sales, app integrations and linear channel distribution.
Her early career includes a stint at Indian Television Dot Com Group, working on global trade events such as MIPTV, MIPCOM and MIDEM across Cannes, China, Singapore and the US, where she handled conference programming, partnerships, marketing and client servicing.
Kawle also brings production experience from Double Negative and Prime Focus World, where she worked on major international film projects including Avengers: Age of Ultron, Furious 7 and The Hunger Games: Mockingjay – Part 2.
At Zee, she is expected to leverage this diverse background to expand syndication deals, deepen international distribution networks and unlock new revenue streams across platforms.
“Grateful for all the support and excited for what lies ahead,” Kawle said, adding, “Let’s connect, collaborate, and create impactful stories together.”
With streaming and global content trade intensifying, Kawle’s appointment signals Zee’s intent to scale its syndication engine and compete more aggressively across markets.
In a business where content travels faster than ever, Zee is betting on experience, networks and execution to stay ahead.
