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TBWA India names Rohit Mukherjee executive creative director in Gurgaon
MUMBAI: TBWA India has hired Rohit Mukherjee as executive creative director at its Gurgaon office, tasking him with sharpening the agency’s disruption philosophy and raising the creative bar for clients.
Mukherjee, who brings close to 20 years in advertising, joins from Dentsu Creative Isobar where he rose to group executive creative director, leading integrated, digital-first campaigns for major Indian brands. He began his career with an internship at Rediffusion Y&R and went on to stints at Publicis, Mccann, DDB Mudra and Bates, shaping campaigns for Airtel, Nestlé, Colgate-Palmolive, Dabur, Diageo and Kia Motors. Among his best-known works is Colgate’s “Kya aapke toothpaste mein namak hai?” platform.
TBWA India, chief creative experience officer, Russell Barrett called Mukherjee “an accomplished creative individual with a great pedigree of ideas and executions,” adding that he was “just the right kind of pirate to lead and inspire the office forward.”
For his part, Mukherjee said he relished the agency’s disruption credo. “To create in any field, you need to disrupt. The very fact that for tbwa, disruption is its raison d’être is provocation enough for any creative,” he noted.
Mukherjee’s work has earned recognition at Cannes Lions, Spikes, Kyoorius, Abbys, Effies, New York Festival, Adfest and the Clios. Off duty, he is a collector of stories, whether through photography, trivia or conversations with strangers.
MAM
Paisley Pop Shop expands film collaborations for 2026 slate
Three new film tie-ups follow Rs 112 crore success of Ek Deewane ki Deewaniyat
MUMBAI: Lights, camera… couture, because in hindi movie’s latest script, jewellery isn’t just worn, it performs. Luxury label Paisley Pop Shop is doubling down on its cinematic ambitions, confirming partnerships with three upcoming film productions slated for release in late 2026. The move comes on the back of the brand’s breakout moment with Ek Deewane ki Deewaniyat, which clocked a global box office haul of Rs 112 crore by early 2026. That outing, fronted by Sonam Bajwa, saw Paisley Pop’s designs become integral to character styling turning screen presence into a trend-setting moment off-screen.
For its next act, the brand is crafting bespoke heritage pieces for lead characters across genres, spanning period dramas to contemporary narratives. While film titles remain under wraps, the strategy signals a clear pivot: from product placement to narrative integration.
Alongside these collaborations, Paisley Pop is rolling out a limited-run “Film Edit” this April. The capsule includes the “Protagonist Series” featuring sculptural Polki sets designed for high-definition visual impact, and “Heritage Revival” pieces rooted in intricate Kundan craftsmanship both aimed at translating cinematic aesthetics into consumer wardrobes.
At the centre of this expansion is a growing emphasis on storytelling through design. The brand’s J&K artisan collective, which gained visibility through its previous film outing, continues to anchor this approach, blending traditional techniques with screen-ready scale.
What began as a styling experiment now looks like a structured play at the intersection of fashion and film. And if Paisley Pop’s trajectory holds, the silver screen may soon double up as its most influential showroom.
