MAM
Starcom adds global media strength to Saatchi in New Zealand
MUMBAI: Saatchi & Saatchi’s New Zealand clients will gain access to the world’s largest and most sophisticated media planning and buying services through a deal that was announced in Auckland .
From 1 June 2004 Starcom New Zealand part of media specialist agency Starcom MediaVest Group will assume responsibility for Saatchi & Saatchi’s media departments in New Zealand. All of the Saatchi & Saatchi media team will transfer to the new agency which will be managed as a fully-integrated, but independently run operation.
Former Colenso, Mojo and McCann Erickson media head, Paul Maher is returning to New Zealand to take on the mantle of CEO. Since 2002 Maher has been the CEO for Starcom MediaVest Group in Canada. Alistair Jamison the formerly media director at Saatchi & Saatchi will be the new GM of Starcom New Zealand. Alistair will have strategic oversight of the critical Customer Insights part of Starcom’s service offering.
Saatchi & Saatchi CEO Andrew Stone was quoted in a company release saying that this is an important strategic move to increase the value of the agency’s service offering to New Zealand clients. “Our clients now have access to not only the best creative services, but exposure to leading edge international thinking in media strategy and buying.
“Starcom will help us keep our clients up-to-date with the latest global knowledge, strategies and resources for building strong and meaningful connections with their customers.” Starcom Group director Kevin Malloy who will oversee Starcom’s New Zealand and Australian operations says that in the global context of fragmenting markets, technology developments and new media channels, Starcom encourage their clients to move beyond the traditional media metrics. It also offers new measurement tools and a research orientation focussed on strategic planning and a more effective return on client investment.
Malloy added that Starcom New Zealand will be closely linked with the number one ranked Australian operation to ensure a strong trans-Tasman offering. “Over the next 12 months we will concentrate on providing Saatchi & Saatchi clients with the benefits of being linked with the latest international thinking and tools. Clients will continue to be served by their dedicated team but will gain from greater consumer insights and our world class resources.”
The Starcom MediaVest Group has 136 offices in 77 countries and manages over $18 billion of advertising revenue every year. Its clients include P&G, Coca-Cola, General Motors, McDonalds and Kraft.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
