MAM
Sociowash & Youthbeat renew Mandate with OnePlus
Mumbai: Leading integrated advertising agency Sociowash and sister agency Youthbeat are proud to extend their partnership with leading consumer electronics brand OnePlus into its fifth year of partnership.
Under the renewal, the teams will continue to collaborate closely to foster meaningful community and drive thoughtful dialogue among OnePlus’ dynamic supporter base, through the “OnePlus Student Ambassador Program”.
Whether engaging students on campuses via nuanced community management or cultivating connections online through creative direction, Sociowash and Youthbeat will craft sophisticated strategies and curate compelling social content and online and offline activities. They aim to bring brand loyalists together in a spirit of shared passion, purpose and progress, nurturing a sense of belonging for the OnePlus community.
“Community is central to OnePlus’ success and integral to the vision we share,” noted Sociowash co-founder Raghav Bagai. “This milestone underscores our dedication to cultivating understanding and building bridges between the brand and its supporters. As we embark on another year together, our focus continues to be on cultivating programs and innovative ideas to propel OnePlus’ vision forward.”
Additionally, the agencies provide guidance and creative counsel to OnePlus’ esteemed student ambassadors, empowering them to facilitate connection through impactful social campaigns imbued with the brand’s spirit of togetherness, innovation, and style.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
