MAM
Sandeep Vij to head Mudra North and East
MUMBAI: Close on the heels of Chandradeep Mitra joining Optimum Media Solutions (OMS) as president; erstwhile president of OMS – Sandeep Vij will take over as Mudra North and East president.
Vij will also play the role of a catalyst in spearheading the integrated marketing communications – Mudra’s Total Branding Solutions offering in the region. He replaces Hemant Misra who is moving to another assignment outside the Mudra Group.
Mudra CEO and MD Madhukar Kamath said, “Sandeep’s vast experience in the industry, including stints in strategic planning, account management, media, direct, relationship management and the interactive space make him the ideal person to drive the Mudra group’s total branding solutions offering in the region. Sandeep comes in as a seasoned professional with great credentials. He has contributed to Mudra Delhi’s impressive growth in the past as well.”
Vij added, “I am very excited about taking up this responsibility. The assignment is both huge and challenging. Mudra Delhi represents a great opportunity, in a market that’s growing exponentially we are ready to push for growth.”
Vij joined Clarion Advertising Services in 1984 as a media planner. In 1988, he joined Mudra Delhi, as manager – strategy planning and development. His responsibilities included setting up a media planning department as well as offering strategic planning support on brands.
He has worked on the launch of a number of brands in India for prominent companies including Nestle, Mobil, McDonalds, Dabur, Frito Lays, Samsung, HM and Reckitt Benckiser.
In 1991, Vij started Mudra Diversified – Direct Response, and set up branches at Delhi, Mumbai and Chennai. In 1994, he was brought back to mainline advertising at Mudra Delhi and subsequently became the head of the Delhi operations. In 2000, he took a brief break from advertising to pursuer an entrepreneurial dream.
In 2002, Vij once again joined the Mudra Group as OMS president.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
