MAM
Starcom MediaVest launches OOH agency ‘Vector’
MUMBAI: Starcom MediaVest Group has launched a new out-of-home agency ‘Vector‘.
Headquartered in Mumbai, the agency will operate as a division of Starcom MediaVest Group with operations in all the metros.
Navia Asia CEO India Sanjay Shah will take up additional responsibility as Vector CEO. The agency has appointed Sriram Iyer as COO. Iyer will be supported by India head (North & East) Abhishek Singh and India head (West & South) Rakesh Srivastav.
Meanwhile, sister agency Navia Asia, which manages the OOH needs of clients of all VivaKi media brands in India as well as its own AOR clients, will continue to operate independently.
Starcom MediaVest Group CEO South Asia Ravi Kiran says, “The OOH industry is gaining momentum after seeing some difficult times in the past one year. Despite the difficult period, Navia Asia had a steady growth. Inspired by this, we decided to create a brand new unit, with its own vision, leadership and operating processes. Vector will be the newest entrant and will start with a team of 15 professionals and two clients.”
“The OOH industry with new technologies and international tools for measurement among other modern frameworks is bound to take great leaps in the way brands advertise,” says Shah.
Adds Iyer, “With Vector we are creating a new approach to the way OOH business is done in the country. We will offer clients a 360 degree experiential solution and stay ahead of the curve by being agile and state of the art.”
Vector will collaborate with Navia in several areas aimed at bringing greater transparency and accountability to OOH and Ambient Marketing as a discipline and enhancing return on client investment and objectives.
These include customisation and application of international tools and best practices, development of India specific planning and measurement frameworks, import and application of new OOH display and production technologies, development and licensing of IP based ideas and structured assets and technology enabled near-real time monitoring & tracking systems and management dashboards.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
