MAM
Taproot Dentsu bags advertising mandate for Big FM
MUMBAI: Taproot Dentsu, the creative agency from Dentsu Aegis Network, has acquired advertising duties for 92.7 Big FM India, one of India’s largest radio networks, following a multi-agency evaluation. The agency will service the account from its Mumbai office.
The mandate entails strategic positioning, product reach and frequency and re-packaging the channel as a whole. Taproot Dentsu will be involved in the strategy, brand building, advertising campaign and some show concepts across some outdoor and radio campaigns.
Talking about the collaboration, Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai, said, “We are happy to be working with Big FM. The task of repositioning a brand is always most exciting, considering that it’s like a rebirth that one must design with utmost care. From “Suno, sunao, life banao” to the plausible next stage in the brand’s journey, there was a wide spectrum to cover. Eventually, with unanimous agreement on what we should stand for, nuancing the personality in great detail and laying out a sustainable plan, we are ready to go live. This positioning will drive all that Big FM stands for; from content to packaging to communication. We look forward to a successful launch and continued consumer relevance thereon, because it is a thought that we all believe firmly in and are eager to spread far and wide.”
On the subject of repositioning, Sunil Kumaran, Country Head, THWINK (Big FM’s short-form video and audio talent incubator and marquee content studio) said, “We were at a stage where the category was moving from being just a provider of entertainment, to being torch bearers of improvement and progress towards a better world. From our interactive relationship with the audience, we wanted to take it to the next level with our listeners, by making both them and ourselves responsible for a better tomorrow. “Dhun badal ke toh dekho” is something we strongly believe in, because at every level, truly, change in the world will begin only with change in the mind. We plan to live this and own this every day with our every move and hope to transcend the relevance of this thought from our collective conviction to our audience’s, and of course, the world at large.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
