MAM
Prateek Bhardwaj joins Ambience Publicis as executive creative director
MUMBAI: Prateek Bhardwaj has joined Ambience Publicis as executive creative director. Bhardwaj will work closely with Ramanuj Shashtry, Ambience Publicis National creative director. He moves in from Everest, Mumbai, where he was the creative head.
Commenting on Prateek’s appointment, Shashtry said, “Prateek, in my opinion, is one of the finest writers in Indian advertising today. With an impeccable command over his craft and a nose for big ideas, he is an invaluable addition to the creative strength of Ambience Publicis. I look forward to some dazzling work from him.”
Ambience Publicis executive creative director Prateek Bharadwaj said, “Ambience has always stood for awesome creativity. It’s always a pleasure to work in a place whose doors are open to good ideas and good people. Ramanuj is a great guy and I am looking forward to doing some kick-ass work with him.”
Prateek joined Everest, Delhi, as creative director, where he worked on Hitachi and GPI and moved onto Everest, Mumbai, in early 2006. During his career span, he has handled brands such as Sprite, Chlormint, Kinley mineral water, Maggi, NIS, Red Tape and Gillette.
MAM
Powermax launches ‘Champions Train Different’ with Shivam Dube
Campaign spotlights home fitness range with pro-grade gear and training focus.
MUMBAI: No nets, no gym queues just sweat, steel and a champion’s mindset at home. Powermax has rolled out its latest campaign, “Champions Train Different”, teaming up with Shivam Dube to position home workouts as serious, performance-driven routines rather than casual fitness fixes. The campaign centres on Powermax’s premium range of equipment, including professional-grade treadmills, exercise cycles and specialised home gym systems built to replicate high-intensity training environments within domestic spaces.
Using Dube’s on-field persona defined by power-hitting and disciplined preparation, the films lean into the idea that elite performance is less about location and more about mindset. The message is clear: champions are made in repetition, not just arenas.
The narrative follows structured training routines, from endurance-focused cardio sessions to strength-building workouts, with equipment framed as the enabler of consistency and precision. Instead of presenting features in isolation, the campaign weaves them into a broader story of preparation and persistence.
Powermax managing director Sanjay Goyal said the campaign reflects the brand’s belief that fitness is rooted in mindset as much as machinery, with the collaboration aimed at nudging users to raise the bar on their routines.
Visually, the campaign leans on intensity tight frames, controlled movement and a focus on effort to mirror the discipline of professional sport. It positions home fitness not as a compromise, but as a controlled environment where performance can be built, day after day.
In a category often crowded with convenience-led messaging, Powermax is making a different pitch, if you train like a champion, it doesn’t matter where you train.
