MAM
Star Plus uses internet, mobile to promote ‘Mahayatra’
MUMBAI: Betting big on its new reality show Mahayatra… Rishton Ka Anokha Safar, Star Plus has kicked off aggressive marketing initiatives for the show.
Targeting to tap audiences in the 4-40 age groups, the religious adventure format is being promoted extensively across the radio and mobile platforms.
Says Said Star India EVP marketing Anupam Vasudev, “While 15 per cent of our marketing budget is skewed towards radio, we are also using mobile and digital extensively.”
“We have bought approximately 20-25 spots a day on radio channels such as Big FM, Radio City, Red FM, Fever and Radio One in our target markets which include Mumbai, Delhi, UP & Gujarat. The 10 day radio campaign will also include engagement through listener interactivity, contests & mentions,” he adds.
As part of the digital initiative, extensive banner campaigns have been put up on travel sites like yatra.com and indianrailways.
The marketing of the show will remain high across Star‘s network channels. “We are using close to 600 secondages across star network,” Vasudev avers. The show is also being advertised heavily on Aaj Tak, Star News, India TV, Zoom, MTV and B4U.
Mahayatra…Rishton Ka Anokha Safar is replacing Shraddha in the 7 pm slot. The show will be telecast from Monday to Friday.
Commenting on the choice of discontinuing Shraddha, Vasudev says, “A spiritual adventure reality show will be more exciting and interesting from a viewer‘s point of view and since the two shows are very similar to each other – both of them are about taking your parents to a pilgrimage – we felt it made more sense to discontinue Shraddha.”
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
