MAM
Snapchat launches the ‘Real Friends’ campaign
The world thrives through connection. Meaningful bonds between people are often at the heart of great art and storytelling, both behind and in front of the camera. A constant reminder of meaning and true value of friendships is important. In line with this on July 30th – the United Nations’ International Day of Friendship, Snapchat announces the launch of the ‘Real Friends’ campaign – its first ever global integrated marketing campaign. The campaign highlights the spirit of the brand and the product, where true friendship is and always has been at the core.
As a part of the campaign, Snapchat connected with various friend-duos from 13 countries, each with a unique tale of their friendship journey. The videos capture their honest, intimate idiosyncrasies and unfiltered but relatable dynamics of these diverse sets of friends including a pair who have been lifelong friends, another a long-distance couple, and even one mother-daughter duo. For the first time ever, the friend-duos also shared a collection of their personals Snaps — 1:1 picture and video messages sent to each other on Snapchat.
In India, Snapchat connected with duos, Zara & Prakriti, who have together overcome anxiety, Ronit & Tanisha, who found a judgement-free space with Snapchat to share zany, quirky and intimate moments with each other, and Ruchi & Sanabh, childhood pals, now in their late 20s and use Snapchat to stay connected despite their overwhelming schedules.
The campaign, through the experience of these duos emphasizes on the core philosophy of Snapchat, which was designed to empower users to be themselves with their real friends. Snap Inc. has also recently unveiled a Friendship Survey that highlighted the evolution of friendship across ages and cultures.
Interesting finds from the survey indicate that interacting with friends, whether in person or online, also leaves us feeling overwhelmingly positive emotions: “happy,” “loved,” and “supported” are the three most reported globally. Of Gen Z and millennials, 61% believe that video and photos help them to express what they want to say in a way that they can’t with words. Snapchat was founded in 2011 on the belief that talking with photos and videos, with our real friends, was more personal and more fun than texting or keeping up on social media. Since then, the platform has evolved but never deviated from this core mission of helping close friends express themselves and be creative together.
MAM
Infectious Advertising promotes Siddhartha Singh to CEO and managing partner
Leadership reshuffle sees Nisha Singhania shift focus to strategy and growth
MUMBAI: Infectious Advertising has elevated Siddhartha Singh to chief executive officer and managing partner, marking a key leadership transition at the independent agency.
Singh, who previously served as chief operating officer, has been credited with strengthening the agency’s operational framework and deepening client relationships during a phase of sustained growth. His elevation signals a continued push towards integrating strategy and creativity while scaling the business.
As part of the reshuffle, Nisha Singhania, co-founder and managing partner, will step away from day-to-day executive responsibilities to focus on strategic initiatives and the agency’s next growth phase.
Infectious Advertising co-founders and managing partners Nisha Singhania and Ramanuj Shastry said, “Siddhartha understands both the ambition and the soul of this agency. This elevation reflects the trust he has earned over the years.”
Infectious Advertising chief executive officer Siddhartha Singh said, “Infectious has always been about creating work that people care about. I’m humbled by the trust and excited to lead the agency at a time when there is a significant opportunity to create real impact.”
In his new role, Singh will work closely with the founders to steer the agency’s next phase, with a focus on deeper strategic integration, long-term client partnerships, and continued investment in talent and culture.
The transition underscores the agency’s emphasis on internal leadership development as it looks to build a future-ready organisation anchored in its core values.
