MAM
TheSmallBigIdea wins social media mandate for two Balaji Telefilms movies – ‘JudgeMentall Hai Kya’ and ‘Jabariya Jodi’
MUMBAI: Full servicing digital agency, TheSmallBigIdea has been awarded the Social Media mandate for Balaji Telefilms two upcoming movies ‘Judgementall Hai Kya’ and ‘Jabariya Jodi’, post a multi-agency pitch. As per the mandate, the agency will be responsible for the ideation and execution of the entire digital promotion of the two movies set to release on 26th July 2019 and 2nd August 2019 respectively.
The agency will be responsible for managing the entire social media mandate for both the movies. In addition to this, TheSmallBigIdea in collaboration with Balaji Telefilms will strategize video concepts for both the movies to generate digital impact across all social media platforms.
Speaking on the win, Harikrishnan Pillai, CEO, The Small Big Idea, said, “‘Judgementall Hai Kya’ is our first project with Balaji Telefilms and we are quite upbeat about the association. Our responsibility is to make the promotional story-telling as exciting as the film’s plot itself. It is an exhilarating experience devising and executing the plan with the team at Balaji Telefilms. The approach for Jabariya Jodi is quite different from that of Judgementall Hai Kya, but the excitement remains the same.”
TheSmallBigIdea provides services such as Social Media Management, Video Content Production, Digital Media Planning & Buying, Social Listening & ORM services, Augmented & Virtual Reality amongst other ancillary marketing services. Recognized for their propriety creative-tech tool ACE, ‘The Small Big Idea’ has enabled brands to arrive at campaign messaging by integrating insights from social sentiments & enterprise data.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
