MAM
Ramkumar Uppara roped in as Crisil communications director
MUMBAI: Ramkumar Uppara, a seasoned public relations strategist with over 20 years of experience, has taken on the role of director of communications and public relations at Crisil. Uppara brings with him a wealth of expertise in corporate communications, crisis management, and stakeholder engagement.
Most recently, as senior vice president of PR and communications at Ujjivan Small Finance Bank, he played a pivotal role in transforming the bank into a leading retail institution, aligning communication strategies with the bank’s business objectives. His initiatives enhanced stakeholder relationships and reinforced the bank’s commitment to financial inclusion.
Uppara has also held significant positions at renowned organisations including Ketchum Sampark and Glenmark Pharmaceuticals, where he honed his skills in reputation management and brand advocacy. Throughout his career, he has earned recognition for crafting strategic PR campaigns that elevate brand visibility and drive significant business growth.
With a diverse background spanning sectors such as banking, healthcare, and real estate, Uppara is poised to bring innovative PR strategies to Crisil, enhancing the firm’s communication framework and overall market presence.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
