MAM
Off-field insights into Smriti Mandhana in Femina’s May 2024 issue
Mumbai: From a nine-year-old enthused about the sport to becoming one of India’s most celebrated cricketers, Smriti Mandhana’s story is an inspiration. In the May 2024 edition of Femina, Smriti candidly reflects on her challenges, her unwavering dedication to the sport, and the dreams that continue to drive her forward. In the Cover Story, the sportsperson fondly recalls the day she was able to fulfil her promise to buy a house for her family, expressing gratitude that her beloved sport, cricket, made it possible. Despite her incredible success, she comes across as grounded and focused. Whether hitting a century or walking out for zero, she is known to maintain a stoic demeanour, though the last few years have taught her to be empathetic towards the young team members she leads and mentors.
Reflecting on her passion for cricket, Smriti shared, “I think I’ve always loved cricket, (and) like any other kid, I loved batting more than (the rest of) the game. I understood later, of course, that there is a lot more to cricket than just batting but, as a kid, I would just hit a hanging ball or play gully cricket.”
Speaking about her family she revealed, “We come from a very humble background. Today, when I see my parents happy and the life that they’re living, I feel happy about everything that has come with cricket.”
She added that she has gleaned life lessons from the game: “The best part about cricket is that it is a great leveller; you always start from zero. Whether you score a hundred or you have a bad match today, tomorrow you just start from the bottom again. Take that lesson to every aspect of life and you will know what to do next.”
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
