MAM
PepsiCo India awards digital duties of 7UP to Proximity India
MUMBAI: Proximity India has won the digital mandate of PepsiCo India‘s soft drink brand, 7UP. The agency will also handle 7UP‘s social media activities.
PepsiCo India EVP- Marketing Ruchira Jaitley said, “Proximity India is a part of the PepsiCo agency team. Proximity has done award winning work with PepsiCo in the past and we were delighted with the strong creative work and strategic thinking demonstrated by Proximity India. Proximity is amongst most awarded digital agencies globally, and we look forward to being able to draw upon their international networks for learnings from across the world.”
BBDO/Proximity CEO Ajai Jhala added, “7UP is BBDO‘s founding brand and winning the digital account in Proximity‘s first year of operations makes it that much more special. We are really excited about this win and are looking forward to delivering truly interactive digital ideas.”
“We can‘t be more thrilled than working on this iconic brand and look forward to collaborate on big ideas and amplify them in everything that is digital today.” Proximity India VP and head Ranjeev Vij averred.
Apart from 7UP, over last couple of months Proximity digital team has added clients like Nissan, Visa and Doublemint to its portfolio.
Early next year, Proximity will launch their proprietary Digital Lab Initiative in India, which is a multi-faceted program, designed to drive digital thought leadership and to provide a significant added value service to its clients.
Brands
Neha Malhotra joins Zee Music Company as SVP- marketing
After entrepreneurial stint, she returns to music biz with sharper focus
MUMBAI: Neha Malhotra has joined Zee Music Company as senior vice president – marketing, marking a return to the music industry after a year-long entrepreneurial stint.
Malhotra most recently founded and led OneNative Content Studio, where she worked as a partner, focusing on strategic marketing, business strategy and content-led brand solutions. Her move back into a large music label signals a shift from building independently to scaling within an established ecosystem.
Prior to this, she spent over four years at Saregama India Ltd., where she held multiple leadership roles including assistant general manager, chief marketing manager and senior marketing manager. Her tenure saw her work across artist marketing, campaign strategy and brand positioning in a rapidly evolving digital music landscape.
Her earlier career spans stints at IN10 Media and Gipsy Hospitality & Destinations Pvt. Ltd., where she led integrated marketing campaigns, public relations and brand launches across entertainment and hospitality verticals. She also held roles at Tata Sky Ltd and UTV, building a foundation in content acquisition and media strategy.
Sharing the update, Malhotra reflected on her journey over the past year, describing it as a phase shaped by “pressure, perspective and learning what leadership really looks like when things aren’t certain.” She added that the experience of building from scratch helped sharpen her instincts and approach to decision-making.
At Zee Music Company, she is expected to lead marketing strategy and drive artist-led storytelling, at a time when music labels are increasingly competing for audience attention across digital platforms.
Her appointment underlines a broader trend of seasoned marketing leaders blending entrepreneurial experience with corporate scale. As Malhotra steps into her new role, the focus will be on turning that hybrid perspective into campaigns that not only cut through the noise but also stay true to the music.
