MAM
Supari Studios creates launch campaign for CRED
India: Supari Studios, the award-winning content studio invites you to watch the quirkiest explainer video to hit our screens yet – the launch campaign of the members-only platform CRED that allows users to manage their credit card payments from one place.
Founded by Freecharge Co-founder, Kunal Shah, the team at CRED was eager to push creative boundaries; their brief to Supari Studios simply being, “Make this the best fu**ing film you’ve made”. The concept behind the launch film was to bring to life CRED’s several attributes and uniqueness, in the form of a quirky and engaging explainer video using a protagonist who is both charming and funny.
Jim Sarbh, portrayed as a typical CRED member- young, tech-savvy and sophisticatedly worldly, chronicles the many attributes of CRED in an unassuming yet humorous manner that keeps the infotainment gripping from the start. Directed by Supari Studios’ Co-founder and CCO, Akshat Gupt, the film is set in a studio that emulates life, with its narrative flowing seamlessly through very specific camera movements and transitions, serving as the hook of the film and holding it together.
Here is a link to the launch film:
Akshat Gupt, Co-founder and CCO, Supari Studios, and Director of the film on the launch campaign says “When CRED approached us to create this launch film, their ask was simple: ‘Make this the best fu**ing film you’ve made’. Keeping that in mind, I really wanted to experiment and do something we’ve not pulled off before. This was an introduction to the brand; whose character Jim embodies perfectly. Cool, suave and confident. That’s exactly why we needed someone like Jim who could pull off explaining the brand’s features while really keeping you glued.
In terms of production, we challenged ourselves and wanted to do a couple of long one- takes. We put significant effort into the production process and did several things in-camera itself rather than in post – used single-takes where we felt it could really elevate the script and narrative, rigged every light from the main source down to the smallest practical and timed them, allowing transitions from one set to another to be as smooth as possible. For one sequence, we even built a custom circular turntable that could hold Jim and our camera in position, while they transitioned between different setups – from a theatre to backstage with DIVINE, in a single take.
We had a free reign in terms of length as well, and since all features had to be showcased, we indulged ourselves with a run time of over three minutes! It’s been a unique experience shooting this one. After the 20th take, when all the elements of the camera, acting and direction came together perfectly, it felt poetic.”
CREDIT LIST:
Produced by Supari Studios
Client: CRED
Creative Team (CRED): Neelaksh Mathur
Director: Akshat Gupt
Executive Producer: Mitali Sharma
DOP: Siddharth Vasani
Creative Producer: Richa Rungta
Lead Producer: Nitika Kanodia
Line Producer: Sumit Gyanchandaney
Chief AD: Kelvin Mendonca
2nd AD/DA: Ladasha Kapse
Production Managers: Himank Gupta, Sagar Ghatalia
Project Intern: Suchi Dembla
Production Interns: Kamna Gurnasinghani, Rohan Aggarwal
Production Designers: Kalyani Shah & Nikita Rana (Craftsworth Designs)
Art Assistants: Fagun Parikh, Vidhi Jain
1st AC: Raju
Gaffer: Umesh
Focus Puller: Gagandeep Bawa
Camera Intern: Sahil Shah
Intelligent Lights Operator: Prathamesh
Onset sound recordist: Maxie Mendonca
BTS: Karan Sharma
Stylist (Jim Sarbh): Tanya Vora
Hair & Makeup (Jim Sarbh): Priya Lahon
Stylist (Divine + Secondary Cast): Naomi Chowdary
Hair & Makeup (Divine + Secondary Cast): Areej Shaikh
Offline Edit: Gaurav Joshi
Graphic Design: Riffat Aga
Animation: Pratik Satam
VFX: Ajay Roshan Singh, Divya Luthra, Shri Ranjan Rath
Colorist: Avinash Shukla (After Studios)
Music Composition & Mix: Donn Bhat
Camera Equipment: RD Equipments
Light Equipment: One Stop Services, Light Craft
Spot Boys: Ilyas Bhai, Baba Bhai, Iqbal Bhai, Umesh
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.
