MAM
Olympic icon Neeraj Chopra joins Audi India as brand partner in performance-first drive
MUMBAI: In a move as sharp as his throws, Olympic champion Neeraj Chopra has joined hands with Audi India, aligning world-class athleticism with German engineering finesse. The partnership, announced on 26 May 2025 by JSW Sports, brings together the double Olympic medalist and the iconic luxury carmaker in a collaboration driven by shared values of performance, precision, and progress.
The tie-up follows Chopra’s remarkable journey from a history-making gold at the Tokyo Olympics to a silver medal finish at the Paris 2024 Games, alongside podium wins at the Asian Games, Commonwealth Games, and World Championships. Audi, known for its relentless innovation and engineering craft, sees Chopra as the embodiment of its brand ethos.
“At Audi, we stand for those who push boundaries… Neeraj Chopra is the embodiment of that spirit”, said Audi India head Balbir Singh Dhillon. “Determined and iconic, his journey from ambition to achievement mirrors Audi’s progressive DNA”.
The collaboration reflects not just a brand endorsement but a philosophical alignment. Chopra’s laser focus on precision and relentless pursuit of betterment mirrors Audi’s design discipline and technological edge. The athlete’s admiration for the brand adds another layer of authenticity to the partnership.
“I’ve always admired Audi – not just for the cars, but for what the brand stands for. The pursuit of excellence never stops. I’m excited to join the Audi family”, said Chopra, speaking on the association.
JSW Sports, which manages Chopra’s commercial interests, facilitated the tie-up. JSW Sports CCO Karan Yadav described the partnership as a landmark for Indian sport and brand synergy. “Audi is a car manufacturer Neeraj really admires, and one whose vision aligns with his as an athlete. The potential of this partnership is limitless”.
This collaboration signals Audi’s deeper engagement with Indian sport and its commitment to aligning with icons who personify evolution, resilience, and excellence.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
