MAM
OMG India appoints Bharat Malik as its country manager
MUMBAI: Performance marketing company, Online Media Group (OMG), has appointed Bharat Malik as country manager of OMG India.
Malik moves in from travel portal Yatra.com, where he was head of online marketing. He was instrumental in launching the affiliate program for Yatra.com.
His mandate will be to familiarise more Indian clients with the concept of affiliate marketing. According to the company, currently, 80 per cent of Indian travel brands don‘t use affiliate marketing and similar patterns exist across all sectors.
OMG Group CEO Richard Syme said, “Bharat Malik has extensive affiliate experience, particularly in the travel industry. We know over 75 per cent of Indian e-commerce is in the travel sector, but only 20 per cent of these brands currently utilise affiliate marketing – there is a massive potential for growth. Bharat is an extremely important and strategic hire for OMG. We‘re fast expanding in the Asia-Pacific region and we believe he‘ll play an important role in introducing the travel sector and all other sectors to the possibilities open to them with performance marketing at OMG India.”
Malik added, “With the growth of Indian e-commerce, now is the time for industry to harness the power of online performance marketing. Affiliate marketing with its performance driven results, helps online marketers achieve impressive RoI. It‘s been over four years since affiliate marketing started in India – we need to educate the market about the possibilities it opens up to them to increase sales and customer interaction. OMG India has developed robust technology platforms to make powerful affiliate campaigns a fast, affordable and exciting option for every Indian brand.”
AD Agencies
Collective Creative Labs wins two Silver Effies, ranks top 15
Independent agency shines with strategy-led campaigns that move brands and culture
MUMBAI: Collective Creative Labs (CCL) has bagged two Silver Effies at the 25th Effie India Awards and claimed the 15th spot in the Agency of the Year rankings, marking a standout moment for the independent agency.
For a young agency built without legacy backing, these accolades go beyond trophies. They celebrate a fresh approach: starting with brand truth, sticking to strategy, and creating work that drives business, not just chatter.
Three years ago, Collective Artists Network spotted a gap in the market. Brands had access to creators and cultural moments but lacked cohesive strategy. CCL was born to fill that gap, blending cultural insight with disciplined brand planning to deliver campaigns that truly perform.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “We were already sitting at a rare intersection of culture, creators, entertainment and influence. But brands don’t need access alone; they need alignment. CCL brings strategy to the heart of culture so that it drives real brand growth.”
CCL’s campaigns, including work for Zebronics, Rakesh Masala and Liberty, have travelled far beyond paid media, not chasing virality, but earning it through clarity of insight and purpose. Big names are used to amplify thinking, not replace it.
Collective Creative Labs CEO and partner at Collective Artists Network Sanjana Jain added, “Great work starts with clarity, what the brand stands for, the consumer’s reality, and the business goal. In a world that loves spectacle, we focus on outcomes. These awards validate that approach.”
Both Silver-winning campaigns were built on immersive consumer understanding and sharp strategic thinking, reinforcing CCL as a performance-driven creative partner. Operating where brands, culture, entertainment and emerging media intersect, CCL represents a new kind of agency model, uniting talent, content, influence and strategy under one roof.
For CCL, these wins and the Agency of the Year ranking are just markers of momentum, not the finish line.
