MAM
O&M snatches Sify account from JWT and Mudra
NEW DELHI: Strengthening its presence in the information technology sector, Ogilvy & Mather India has won the creative business of India’s leading network and e-commerce services company, Sify Limited. The account has been won by the Chennai office of O&M.
The size of the account is estimated to be over Rs30 million.
Confirming the win, Abraham Alapatt, account director, O&M, said, “Yes, we will be working on the Sify account. We won the account due to a lot of passion, a good understanding of the market realities within which Sify operates, sound strategy and clutter breaking creative.”
On the brief from the client, he said, “The one common need across brands/divisions of Sify, was to position Sify as the clear leader in Internet-related services across their divisions: access (cafes/home/corporate), content, commerce and Enterprise Solutions.”
The account was previously jointly handled by JWT India and Mudra Communications (in Chennai), according to Abraham. The media business of Sify will be coordinated by Optimum Media Solutions Bangalore and Chennai offices.
O&M has created a print campaign for Sify’s enterprise solutions. “We have developed a print campaign targeting the chief executives of corporate offices all over the country. The advertisement is about internet protocol virtual private system, enabling the people to be networked all the time. This has been released in the financial dailies such as the Economic Times and the Hindu Business Line and leading magazines,” said Abraham. The agency has also send direct mailers to the target audience for the same.
“We (O&M) work with other leading companies such as IBM and SAP. I have also worked with internet technology company and the experience helps in understanding the business in a better way,” added Abraham.
Sify, the Nasdaq-listed company, had changed its name from Satyam Infoway Limited earlier this year
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.
