MAM
Primesite appoints Shermann Colaco as GM
MUMBAI: Primesite, the Mudra Max-owned out-of-home (OOH) agency, has roped in Shermann Colaco as general manager.
Prior to this, Colaco was with Ogilvy & Mather as management supervisor – account management.
Said Primesite senior VP Mandeep Malhotra, “Colaco’s varied experience across categories and professional capability will help our teams deliver better. I am quite confident that he will add a lot of value in enhancing our outdoor business.”
Colaco has over 13 years of experience in the advertising industry. He has worked with clients such as Barclays Bank, Axis Bank, Standard Chartered Bank, Tata Indicom, AXN, Airtel, HBO, Hindustan Lever and Star Plus.
Colaco said, “The Mudra vision is outstanding in the marketplace and the exploration with Primesite will be fun and most interesting time of my professional journey.”
Colaco began his career with Primesite Outdoor Advertising in 1999 and subsequently moved to The Media Network in 2001. He worked with Madison Outdoor Media Services and later, in 2002 moved to Portland India Outdoor advertising as group account director.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
