Brands
Rigi launches its brand campaign in association with The Rabbit Hole
Mumbai: Rigi, a platform where creators can strengthen their communities, enhance engagement and earn money, has launched their new awareness campaign. This lighthearted campaign, written and creatively directed by Vishal Dayama and Tanmay Bhatt, produced and directed by The Rabbit Hole, stars cricketer M.S. Dhoni, spans across four films and centres on his ambition to learn about content creation from creators like Tanmay Bhatt, Kusha Kapila, Sharan Hegde, and Gaurav Taneja. Along with its tongue and cheek humorous tones, the campaign seamlessly incorporates a call-to-action, urging viewers to download the Rigi app for one-on-one paid sessions with the renowned creators themselves.
The Rigi campaign features MS Dhoni as the brand ambassador, showcasing his transition from cricket to becoming a creator in an attempt to display his expertise in many fields and pass on his years of experience through content creation.
Dhoni seeks advice from creators on how to become a successful YouTuber, educate about edtech/fintech, vlogger, and insta creator respectively. In each humorous video, the content creators recommend Dhoni to join them in a one-on-one paid session on the Rigi app, resulting in a strong and memorable call to action at the end. The campaign highlights the importance of seeking guidance from experts in different fields of content creation and stepping out of one’s comfort zone to explore new avenues.
Speaking about the campaign, Rigi creative marketing head Saptarshi Ray commented, “We are thrilled to launch this campaign M.S. Dhoni on board to showcase the potential of our platform. Our goal has always been to empower creators with the tools they need to connect with their audiences and monetize their content, and this campaign highlights that perfectly. With great partners in Vishal, Tanmay & The Rabbit Hole, we look forward to seeing the impact this campaign will have on our community.”
Rabbit Hole business head Rishabh Khatter said, “At The Rabbit Hole, we take the opportunities to elevate a campaign very seriously and with so many great stakeholders and pieces of the puzzle coming together, things just fit right. With Rigi championing the share of voice in the creator and community building space we have faith that this partnership will triumph.”
Directed by The Rabbit Hole’s very own Dipro Ghosal and produced by Apurva Gabhe, Kalpesh Dubey, Bhumit Shah and Account Managed by Pooja Dua. Together, the team has executed a series of engaging and humorous films that highlight the benefits of Rigi’s platform and showcase Dhoni’s journey to learn from some of the top content creators in the industry.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
