MAM
Praveen Tripathi takes over as Media Direction CEO; Tarkas joins ADAE
MUMBAI: RK Swamy BBDO’s independent media arm Media Direction has roped in veteran media and market research professional Praveen Tripathi as its CEO. Tripathi, who is currently CEO Hansa Consulting Division, will however not relinquish his position at Hansa.
Tripathi replaces Sandip Tarkas, who is slated to join Anil Dhirubhai Ambani Enterprises (ADAE) as head of media. As per information available with Indiantelevision.com, Tarkas will be heading media across ADAE’s Reliance Infocomm, Reliance Capital and Reliance Energy.
Media Direction’s PRP Nair will continue in his role as group advisor.
It is pertinent to note here that the Hansa Brand falls under R K Swamy BBDO and comprises a range of services under Hansa Research, Hansa MedCell, Hansa Outsell, Hansa Consultancy, Hansa Events & Exhibitions, Hansa Retail Identity, Hansa InfoSource and Hansa LoginAds.
Commenting on the development, RK Swamy BBDO CEO Srinivasan Swamy said, “We have been looking for a method to combine our immense strategic consulting services with our media offering. Bringing the two services under a common leadership is a logical step that will bring many benefits to our clients. We also believe that this will mean a better utilisation of our human resources, giving our people a lot more newer opportunities for career development. We are very excited with this step as it can potentially unleash a lot of energy.”
Tripathi said, “I have worked with three other media groups in the past. In comparison, I find the Media Direction team to be rock solid and doing a fabulous job for their clients. It will be a real pleasure to be a part of this successful team, and to bring in more and more clients into its fold. I am really looking forward to this challenge.”
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
