MAM
Publicis Groupe creates new entity ‘Publicis In-Motion’
MUMBAI: Publicis Groupe India has created ‘Publicis In-Motion’, its specialist entity focusing on building brand salience and creating experiences and a strong engagement with consumers, while they are quite literally, on the move. The entity will see the coming together of Arc Worldwide, Solutions and Ecosys OOH and will be powered by data and tech-enabled insights to deliver execution at scale across the Groupe.
Praveen Kumar Vadhera has been onboarded in the newly created role of Head of Publicis In-Motion, South Asia. In this role, all the teams in Arc Worldwide, Solutions and Ecosys will report into him and he will work closely with Sejal Shah, Head of Publicis Media Exchange and the Executive Sponsor on Ecosys.
Vadhera comes with over 25 years of experience across brand building, out-of-home, technology, shopper marketing and experiential brand intervention, and has held leadership positions across key networks including WPP and Omnicom. He joins Publicis Groupe from Interspace Solutions, where he was the CEO. During his stint at Interspace, an entrepreneurial venture, he was deep-rooted in delivering bespoke media agnostic business solutions for brands.
Prior to joining Interspace, Vadhera spent 14 years with the WPP group from 2001 as Country Head RMG David with a mandate to expand the Ogilvy Group OOH offering moving onto Bates Chi and Partners' 141 Wall Street heading the Retail, Shopper, Experiential & OOH function. He was instrumental in driving the growth of 141 Wall Street to become the largest OOH specialist agency in the country.
Over the years, Vadhera has worked with renowned brands such as P&G, Colgate Palmolive, Vodafone, Reebok, Fiat, Samsung, Unilever, Star Network, Idea Cellular, GSK, amongst others.
Vadhera is a passionate and committed theatre and cultural activist and also an ardent fan of all things design and sciences (including technology).
Says Sejal Shah, “With fragmenting consumer attention and reducing attention spans, there is a growing need to connect with consumers at every touch-point in an engaging manner. With strength of 150 people and capabilities spanning across activation, shopper marketing, retail design and strategy, OOH and ambient marketing, without doubt Publicis In-Motion will provide our clients unmatched ambient and experiential capabilities. And Praveen brings in excellent and demonstrated credentials across this entire gamut of services. Delighted to have him on board”
Publicis Groupe, South Asia CEO Anupriya Acharya says, “ Publicis In-Motion is an effort to make our Power of One offerings even more impactful and substantive for our clients where they can leverage all experiential capabilities at one go. We have highly specialized teams under each capability but the synergized structure will make it simpler and speedier for the clients to leverage it. We expect much momentum in this space as clients move to create more impactful engagements with their customers on the ground.”
Vadhera says “Am very delighted to join Publicis Groupe at a time when there is so much momentum and an amazing diversity of skills across creative, tech and media. I look forward to working closely with the different teams across the Groupe and leveraging their expertise and creating synergies across domains in strengthening current and creating new offerings in Publicis In-Motion.”
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
