MAM
Taproot to handle Airtel’s Data Services campaign
MUMBAI: Following the success of “‘har friend zaroori hai, yaar” campaign conceptualised by Taproot India, Airtel has entrusted the creative agency with one more campaign.
The agency has bagged the creative mandate for Airtel Data Services‘ campaign following a multi-agency pitch.
JWT is the creative AoR (Agency on Records) for Airtel while Taproot India has been hired on a project basis.
Airtel had also taken its “har friend zaroori hai, yaar” campaign to the next level with the launch of an online viral campaign at its YouTube channel. Taproot India had created 20 videos for the digital campaign, inspired by ‘friend types‘ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
