MAM
smartwater and Taproot Dentsu unveil new films featuring Rana Daggubati and Radhika Apte
MUMBAI: smartwater®, a premium water brand by Coca-Cola has, unveiled two new films for its ‘Made Differently’ campaign, featuring celebrity brand ambassadors Rana Daggubati and Radhika Apte.
The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style, like smartwater. The campaign features brand ambassadors Rana Dagubbatti and Radhika Apte, who are distinct characters and trendsetters in their field of work. Their offbeat choices of roles, multi-talent, the eschewing of the usual and innovation at its best embody smartwater’s attributes of innovation and forward thinking. The campaign is conceptualized by Taproot Dentsu.
Speaking about the campaign, Anoop Manohar, Director – Emerging Categories, Coca-Cola India said, “The brief given to the agency was to showcase the unique process story of smartwater. Our aim with this campaign is to help consumers relate to the bright idea that smartwater is. As a premium water brand, smartwater is more than just a product, it is a lifestyle choice , a frame of mind and an attitude of seeking the best; all rolled into one.”
Titus Upputuru, Creative Head, Taproot Dentsu said, “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product smartwater. We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way smartwater is made is inspired from the clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like smartwater. It was great to work with Rana Daggubatti and Radhika Apte.”
The films show an infinitely vast space within which the celebs encounter beautiful and artistic installations that reflect unique aspects of their personalities. As they proceed through this wonderland, they reveal how smartwater resonates with their unique choices and characters. smartwater is made differently through the process of vapour distillation and remineralization with electrolytes, which sets it apart.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
