MAM
MyCollegeFest makes more than 100 colleges take the energy dash for Tata Gluco Plus
Mumbai: New age digital media-tech company Graphene Media has been recently mandated to execute a first of its kind activation for NourishCo’s Tata Gluco Plus (TGP) in more than a 100 colleges in Tamil Nadu & Karnataka during the next three months.
In order to build an active engagement for its launch in Tamil Nadu & Karnataka, MyCollegeFest a venture by Graphene Media, conceptualized a clutter breaking activation for NourishCo which involves students participating in a physically exhausting game thereby showing the importance of staying hydrated.
Using latest motion controlled gaming and Kinnect technology, MyCollegeFest created a virtual scenario where a student has to control his avatar by physically running, dodging obstacles and collecting energy by grabbing TGP packs. Every obstacle reduces their score and every TGP pack gives them more points to run further. The game ends with the participants reaching out for a real drink to replenish their energy after participating in this activity.
Speaking on how well this activation has been received at this stage, Mr. Sanjoy Chakrabarty, CEO and Founder of Graphene media says, “Innovation is one of the best ways to create top of mind recall especially amongst youth. MyCollegeFest, being the only platform for aggregating college fest from across India, effectively maximizes visibility and engagement for a brand through college festivals. While this activation for Tata Gluco Plus is a first of its kind from an innovation perspective, it can also talk about scalability as it covers almost a 100 colleges across the southern part of India. We look forward to taking up such challenges and enhancing engagement with many more such unique ideas.”
With an inventory of over 2500 college fests across 300+ cities in India, MyCollegeFest has been innovating on student engagement with brands. Keeping in mind its clients requirements, it works on basic sponsorships for large scale branding activity to delivery on actual sales, app downloads, product usage, customer connects and offers 3 levels of an association – exposure, engagement and performance. MyCollegeFest.co.in has been working on projects for brands like Lakme, NourishCo, eBay, Olivia, and Emami with cumulative touch point of more than 1000 college fests. With its comprehensive software driven solution and known to deliver value, MyCollegeFest.co.in ensures quality performance and value for money as per client plans.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
