MAM
Nagesh Rao joins Mica as director
MUMBAI: Mudra Institute of Communications Ahmedabad (MICA) has appointed Nagesh Rao as director.
Rao is joining in from the Indian Institute of Management, Ahmedabad, India (IIM-A).
After former director Ashok Ranchhod resigned in May 2011, Prof Arbind Sinha had been officiating as the director.
Mudra Foundation chairman Madhukar Kamath said, “Dr. Rao has achieved outstanding success in his field of specialisation. Given his varied international experience and prolific achievements, we look forward to his steering the Institute over the next several years and taking it from its pre-eminent position as a leading communication management school in India to a globally recognised school.”
Rao added, “It is with honour and pride, I accept the position of director, Mica, a premier communications management institute in the country. With its outstanding governing council, faculty, staff and students, I look forward to taking Mica to greater heights – both nationally and internationally.”
Established in 1991, communications management institute Mica’s foundation lies in being an innovative and creative school addressing the needs of an ever-changing marketing and communications environment.
Rao has been teaching for over 20 years now. Prior to IIM-Ahmadabad, he had taught in several U.S. universities, including University of Maryland, Ohio University and University of New Mexico. He had also been a visiting professor at Bangkok University, Zayed University (U.A.E.) and Hong Kong Baptist University.
He had served as a consultant or a trainer for Siemens India, NextGen Health Care, Price Waterhouse Coopers, England, Johns Hopkins University Medical School, and Northwestern University Medical School, U.S.A.
Rao is a member of the advisory board, Intercultural Communication Institute, Oregon, U.S.A and Coordinator, Website Editorial Committee, Indian Institute of Management Ahmedabad, 2011-12.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
