MAM
Radio City, NMRC collaborate for customised content to Aqua Line commuters
MUMBAI: Radio City and Noida Metro Rail Corporation (NMRC) have partnered to provide the passengers of the newly-inaugurated Aqua Line with a unique in-transit entertainment experience. “Radio City NMRC – Noida Metro Ka Apna Radio Station” airs latest hyperlocal content consisting of music, entertainment, and trivia, in Hindi, focused around Noida, Greater Noida, and NMRC across all 21 stations of the line.
After a successful partnership with LMRC (Lucknow Metro Rail Corporation), to offer specialised content across 8 Lucknow Metro Stations, Radio City replicates the feat amongst the listeners and commuters of Noida. The Aqua Line was inaugurated by Uttar Pradesh chief minister Yogi Adityanath on 25 January 2019 and the commercial services for commuters began on 26 January 2019. Radio City network is providing exclusive entertainment on the Aqua Line from the day of commencement of the commercial service.
Commenting on the partnership with NMRC Jagran Group president Apurva Purohit said, “Radio City has always been a pioneer in creating innovative ways to provide listeners with content that is suited best for their preferences. Partnering with NMRC is a testimony to our expertise on exploring new avenues of entertainment in emerging fields such as the next generation mobility of hyperlocal experiences. Being the first radio network to provide customised in-transit entertainment to metro commuters, we believe this synergy will help us not only reach a larger audience base but also make their transit experience a pleasant one and give them specialised relevant content.”
Noida Metro Rail Corporation CEO Alok Tandon said, “We are really excited about NMRC’s partnership with Radio City. Radio City is the best radio network when it comes to understanding the essence of the city and what connects best with its audience. Being one of the oldest players in the radio industry, we couldn’t have had anything better, and we look forward to this successful partnership.”
AD Agencies
Omnicom Advertising Asia assembles new regional leadership team
The group is betting that a blend of creative talent, cultural intelligence and AI-driven data can help brands stay relevant in the world’s most complex marketing region.
Asia has long been the market that humbles the overconfident. Omnicom Advertising Asia is determined not to be among them.
The group announced on Monday the formation of a new regional leadership team of six senior executives, reporting to Sean Donovan, president of OA Asia. The structure is designed to help brands navigate a fragmented, fast-moving consumer landscape and build what Donovan calls “long-term cultural relevance” — the kind that survives a news cycle, a platform shift and an algorithm update.
The team
The six appointments span creativity, innovation, strategy, intelligence, business development and marketing, covering the full arc from brand idea to commercial outcome.
Peter Khoury takes on the role of chief creative officer for OA Asia, Melissa Daniels becomes chief innovation officer, and Emmanuel Sabbagh steps up as chief strategy officer. All three take on expanded regional responsibilities while retaining their leadership positions at TBWA\Singapore.
Andreas Krasser broadens his remit to chief client partner for OA Asia, continuing simultaneously as chief executive of OA Hong Kong. Ellie Brocklehurst joins as chief growth and marketing officer, drawing on her previous stint as chief marketing officer for Asia at TBWA. Rounding out the team is S. Subramanyeswar, known in the industry as Subbu, who was appointed chief knowledge officer for OA Asia alongside his role as chief strategy officer of OA India, a position that followed the close of Omnicom’s acquisition of IPG.The pitch
The team will work in close collaboration with leadership across TBWA, McCann and BBDO throughout the OA Asia network, with a brief to cut through the noise of today’s consumer landscape and deliver creative solutions that, in the group’s framing, prove short-term performance while building long-term brand health.
Underpinning the new structure is OMNI, Omnicom’s AI-driven marketing intelligence platform. The platform draws cultural intelligence from across the group’s agency brands, with the stated aim of ensuring that data is not merely accurate but grounded in context — reflecting how people actually think, feel and behave, rather than how a spreadsheet might prefer them to.
Donovan frames the proposition in straightforward terms. “Asia is one of the most complex regions for marketers, but the opportunity here is immense,” he says. “We’ve built a team that simplifies the landscape, combining top talent with an Asia-first, future-focused mindset, and unprecedented access to resources.” The model, he adds, is designed to be plug-and-play, responding to client needs in collaboration with agencies and markets across the region. “More than expertise, it’s about giving clients the perspective, ambition and access to think beyond the next campaign.”
The new structure also strengthens connections across the broader Omnicom family, including its media, production and PR operations — a post-acquisition suite of capabilities that the group is evidently keen to deploy as a single, coherent offering.
In a region where consumer attention is fractured across dozens of platforms, languages and cultures, the real test will not be the org chart. It will be whether six smart people with the right tools can actually make brands matter. Omnicom is putting its money on yes.
