MAM
Prateek Roy joins Madison Turnt as associate vice president
MUMBAI: Madison Turnt, the experiential marketing arm of Madison World, has announced the appointment of Prateek Roy as associate vice president. He will lead the agency’s cinema, sponsorship, and non-traditional media business, reporting to Sunny Vohra, CEO of Madison Turnt and Anugrah Madison.
Prateek brings extensive experience in shaping brand strategies across radio, television, digital, esports, gaming, AI, and tech-driven ecosystems. Known for driving revenue growth and pioneering media innovations, he has worked with traditional media giants such as Radio City, Disney Star, Sony Pictures Network, and Zee Media, as well as digital unicorns including ShareChat/Moj and Scoopwhoop. His career is marked by forging strong C-suite partnerships that enhance both market presence and commercial impact.
Madison Turnt is part of Madison World, a diversified Indian communications group offering services across media, PR, creative, sports, and activation, with a team of 1,300 professionals serving clients nationwide.
Madison Turnt and Anugrah Madison CEO Sunny Vohra said, “We are thrilled to welcome Prateek to the team. His strategic mindset and mastery of new-age platforms will be pivotal as we expand our experiential marketing footprint.”
Prateek expressed his enthusiasm, saying, “The media and advertising landscape is evolving rapidly, and cinema advertising, experiential marketing, and live entertainment offer unique opportunities for genuine brand engagement. I look forward to collaborating with clients, partners, and teams to create innovative, measurable solutions. I am grateful to Ajit Varghese and Sunny Vohra for their trust and this opportunity.”
Academically, Prateek holds an MBA in advertising & communication from SIMC Pune and a bachelor’s degree in English literature from Jadavpur University. His combination of strategic insight, storytelling expertise, and commercial acumen positions him as a formidable media leader.
Madison Turnt manages marquee clients including Parle Agro, Caltex, Pepsico, Pidilite, and Vivo, while Madison World, through its 11 units, served over 500 advertisers last year.
Brands
Philips Avent appoints Yami Gautam Dhar as brand ambassador
New campaign urges parents to choose science-backed sterilization over traditional boiling.
MUMBAI: Indian parents have long believed that boiling baby bottles keeps germs at bay, but Philips Avent is gently suggesting it’s time to turn up the heat on that tradition with science. Philips has launched a new campaign highlighting the importance of sterilization in infant care, positioning its Philips Avent Sterilizer as a more effective solution than the age-old practice of boiling. The campaign, which also announces acclaimed actor and new mother Yami Gautam Dhar as the brand ambassador for Philips Avent in India, draws on a powerful cultural insight: the deep-rooted Indian tradition of protecting children from the evil eye (nazar).
The film cleverly connects familiar customs such as using salt, chillies, applying a black tika, or evil eye bracelets with modern parenting realities. While these traditions offer emotional comfort, the campaign gently points out that they may not be enough to protect against germs and infections. Backed by a recent survey, Philips claims the Avent Sterilizer delivers up to 2X better germ protection compared to boiling, along with fewer reported illness episodes among infants.
Philips Personal Health, Country Head Shukla said many parents still rely on boiling without realising the difference in effectiveness. “Our survey findings indicate fewer reported infant illness episodes in homes using the Philips Avent Sterilizer. With this campaign, we want to empower parents with knowledge and solutions that combine science with care,” he noted.
Welcoming Yami Gautam Dhar, Shukla added that as a new mother herself, she brings authenticity and relatability to the message, balancing trusted traditions with informed choices.
Yami Gautam Dhar said motherhood makes every decision feel significant. “Learning about proper sterilization was an important part of my journey. The Philips Avent Sterilizer offers up to 2x better germ protection compared to boiling, making everyday baby care safer and easier. I’m proud to partner with a brand that supports parents in making informed choices.”
The Philips Avent Sterilizer is available across leading e-commerce and quick commerce platforms including Amazon and Firstcry, major baby care retailers, and select electronics stores across India.
In a country where protecting little ones is both a cultural duty and a daily ritual, Philips Avent is serving up a modern twist: keep the love, add the science because when it comes to germs, a little extra protection can go a long way.
