MAM
Sriparna Tikekar joins 4AM Worldwide as chief creative officer
Mumbai: 4AM Worldwide, a digital-first, integrated brand solutions agency has announced the appointment of Sriparna Tikekar as its chief creative officer. The new appointment comes at a time when the agency is keen on strengthening its creative offerings to clients powered by innovation and technology to drive relevance and scale. In her new role, Sriparna will be responsible for leading the creative vision for 4AM and will work closely with teams on revamping the agency’s creative offering and structure, bolstering its content marketing and creative strategy, curating content services, and building brands of scale.
In a career spanning over 15 years in the media industry, Sriparna’s last stint was as chief content officer (CCO) and co-founder of ScoopWhoop, a leading lifestyle & entertainment content platform that created engaging content that sparked conversations and interactions with audiences in the age group of 13-35. Her innovative approach to creating compelling content made ScoopWhoop the Indian youth’s much-loved content platform.
4AM Worldwide chief business officer Jonathan Sreekumaran said, “We are on an accelerated path of creative transformation, and we couldn’t have had a better time to bring Sriparna on board. Her grip on pop culture, content consumption patterns, platform-centric content dissemination, and reader psychology is unparalleled. She brings a unique perspective and creative flair that will undoubtedly elevate our creative output. With Sriparna’s deep understanding of content creation for brands and customer engagement, she is uniquely positioned to drive creative excellence. We are excited to welcome her to the team.”
On taking up her new role, Sriparna Tikekar commented, “In any industry, the first-mover advantage, the right time to pivot, and the exact moment of a shift are what keep companies ahead of the curve. At this transformational time in 4AM’s journey, I fit in like the missing piece of the puzzle. I am excited to be a part of this agency’s growth trajectory and look forward to working closely with teams on leveraging the agency’s capabilities of creative, technology, data-driven experience, and design.”
Sriparna will be working closely with chief business officer Jonathan Sreekumaran and 4AM Worldwide chief client, and strategy officer Siddhartha Sahni.
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.
