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New faces at AP International
MUMBAI: Ann Cook has joined AP International as director of international client relations, making it the first external appointment to the senior management team the newly named division of the Associated Press charged with expanding AP business outside of the United States.
Cook, who joined the organisation on 1 December at the London headquarters, will be responsible for all aspects of international customer relationship across the portfolio of AP products, says an official release. She will report to Ian Ritchie, Vice President-Global Business and Managing Director of AP International. Till recently, Cook was managing director of the International division of Frank N. Magid Associates, a media research and consulting company.
Prior to joining Magid, Ann was Director of Marketing for Granada Sky Broadcasting and as such was one of the four-strong management team that took the business from zero revenue to 30m turnover and profitability in five years, says the release.
In another appointment, Nick Evansky has been appointed Director of AP International Services & Technology. Evansky will be responsible for all technical infrastructure and technology for all AP products and services outside the US. Evansky will be part of the international executive team reporting to Ian Ritchie, Vice President-Global Business and Managing Director of AP International, and will also sit on the AP Services and Technology executive team in New York, reporting to Jeffrey Hastie, Deputy Director Services and Technology.
Prior to joining AP, Evansky held a number of key roles in television production and broadcast organizations, including NHK (Japan Broadcasting Corporation). He has been a member of the APTN team since it began in 1994. He became Director of Technology for APTN in July 2000.
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Chupps Footwear unveils comfort-led campaign with ‘sleeping feet’
30-second film uses visual metaphor to showcase comfort across digital platforms.
MUMBAI: When comfort kicks in, it seems even your feet clock out. Chupps Footwear has rolled out a new campaign that takes a sharply minimalist route to communicate a familiar promise comfort. Instead of leaning on cushioning claims or tech jargon, the brand flips the script, showing what comfort looks like when it quietly does its job. Conceptualised by INTO Creative, the campaign centres on a 30-second hero film supported by static creatives across YouTube, Meta and OTT platforms. It marks a shift from feature-led messaging to a more evocative, almost hypnotic storytelling approach.
The film itself is stripped to its essentials. A series of feet wearing Chupps gradually tilt and collapse sideways, mimicking the act of falling asleep. There is no voiceover, no dramatic setting just repetition, rhythm and a single-minded visual idea. The payoff is equally understated: the brand logo and the line, “Comfortable Footwear.”
What adds texture is the soundtrack. Built around the recurring line “So gaya re…”, the music introduces a playful contrast to the stillness on screen. Each ‘sleeping’ foot lands on beat, creating a pattern that is oddly satisfying and difficult to ignore.
The creative insight is simple but effective. If real comfort makes the body relax, why not show feet doing exactly that? It is a metaphor that sidesteps category clichés while staying rooted in a universally understood feeling.
For Chupps, the campaign also signals a broader repositioning. Having earlier experimented with sustainability-led messaging through its 2025 biodegradable hoarding activation, the brand is now exploring storytelling that leans more on sensory recall than specification.
The challenge, as with most footwear brands, is differentiation in a crowded market where “comfort” is table stakes. By choosing to demonstrate the outcome rather than explain the input, Chupps attempts to carve out a more distinctive voice, one that relies less on features and more on feeling.
Because sometimes, the strongest proof of comfort is not what you say, it is what your feet do when no one’s watching.
