MAM
TBWA India bags Hughes ad account
NEW DELHI: TBWA India has bagged the creative and media business of Hughes Network Systems (HNS) and its two affiliated companies, Hughes Software Systems (HSS) and Hughes Escorts Communications Limited (HECL). The account has been won by TBWA’s Delhi office.
The account is valued at more than Rs 40 million. TBWA India vice president Benny Thomas said, “We won the account after a five-agency pitch, which included McCann Erickson and Mudra Communications. This is for the first time an agency has been allotted both creative and media accounts. Till now, creative was sourced through local shops, and media business was with McCann.”
The mandate includes working on HECL’s enterprise networking, retail services and `DiRECWAY’ global education and retail businesses. “HECL provides end-to-end networking solutions for corporate enterprises in India using state-of-the-art satellite technologies, for clients including Nestle, P&G, Marico, Playwin, Bombay Stock Exchange and leading banks,” said Thomas.
“Retail services is a new concept to be launched in the near future and we are currently working on the brand identity. We will be using TBWA proprietary tool “Connections” to add value to the brand. Our immediate task is to work on a campaign on DiRECWAY global education , which provides satellite based interactive management education programmes. The programmes happen in a ‘realtime, realworld’ environment from reputed universities via satellite. For instance, if a lecture is on in XLRI Jamshedpur, a real class room atmosphere is created as one can participate in live sessions from the institute,” added Thomas.
HECL has already forged partnerships with the Indian Institute of Management, Kozhikode, XLRI Jamshedpur, Manipal Academy of Higher Education(MAHE), Apollo University Global Education Division of WIU (USA), and DiRECWAY Global Education. HECL has 28 `DiRECWAY’ learning centres in 18 cities including five in Delhi.
HNS is the world’s largest provider of broadband satellite network solutions, while HSS is the leading convergent network solutions provider.
MAM
Bark Out Loud launches #ThriveSharedJourney with Huma Qureshi
New campaign reframes pet nutrition as a mindful, shared growth journey.
MUMBAI: Bark Out Loud just gave pet parenting a leash on meaning because when your dog’s dinner becomes a daily pact, even the kibble starts feeling like a love letter. Bark Out Loud by Vivaldis has unveiled #ThriveSharedJourney, a new campaign for its Thrive range of pet food, featuring actress and pet parent Huma Qureshi. Launched around International Women’s Day 2026, the campaign shifts the narrative from routine feeding to intentional, shared growth between pets and their owners.
The core idea, thriving isn’t automatic, it’s a conscious decision made together. Today’s pet parents track their own milestones and upgrade their lives, yet pet nutrition often slips into autopilot. The campaign challenges that gap, showing that real wellbeing comes from active participation, not passive provision.
A heartfelt film starring Huma Qureshi captures this shift: everyday moments of connection over Thrive meals become the building blocks of a stronger bond. The message is clear growth is shared, not solo.
Bark Out Loud by Vivaldis CEO Kunal Khanna said, “Pet parents today love their pets deeply, but there is still a gap when it comes to everyday nutrition awareness. #ThriveSharedJourney is our way of building a more responsible culture of feeding, where thriving becomes a shared commitment.”
Bark Out Loud business head Devika Khanna added, “Thrive has been created to bridge that gap with clean, thoughtfully developed recipes that support digestion and overall wellbeing. Partnering with Huma allows us to tell this story in a way that feels real and relatable.”
The campaign will roll out through digital films, creator collaborations and community conversations, positioning Thrive as a daily investment in long-term health rather than a habitual purchase.
In a world where pets are family, Bark Out Loud isn’t just feeding them, it’s feeding the idea that every bowl is a promise: we grow together, we thrive together, one mindful kibble at a time.
