MAM
Thumps Up goes Dabangg
MUMBAI: Cashing in on its association with Salman Khan, Coca-Cola’s aerated beverage brand Thums Up has tied up with the actor’s upcoming movie Dabangg 2 through the Thums Up ‘Being Dabangg’ initiative. Through this initiative Thums Up fans across the country will get an opportunity to meet Khan in person and win special Thums Up ‘Being Dabangg’ merchandise like T- Shirts, sun glasses and wrist watches.
The campaign will run till 13 February.
The national initiative is being launched across India (except in the states of Tamil Nadu and Kerala) and will leverage the popularity of digital media such as mobile phones (Both GSM & CDMA & IVRS) and internet amongst consumers across the country.
To create awareness about the Thums Up ‘Being Dabangg’ initiative, the company is also launching a television commercial which builds upon Thums Up’s core idea of ‘Will Do Anything For My Thunder’. Publicis’ advertising agency Leo Burnett is the creative force behind the TVC while it has been directed by Sameer Puri from Wacky Films. The campaign takes the tagline ‘Dabangg Toofani Hote Hain…..To AaoKuch Toofani Kartey Hain!’
Thums Up brand ambassador Khan said, “I have always believed in living life on my own terms, and doing something Toofani; and these attributes are what strongly connect me with my favourite Thums Up. Through this exciting and engaging initiative, I look forward to meeting the real ‘Dabanggs’ across the country; and celebrating the spirit of adventure.”
Coca-Cola India and SWA VP – marketing Anupama Ahluwalia said, “This latest initiative is a perfect unification of brand Thums Up’sToofani attitude and Salman Khan’s Dabangg personality. This exciting initiative will serve as a seamless binder between the real stars of the country and their inspiration – Salman Khan. We are confident that this unique initiative will strike the right chord with the consumers, encouraging them to do something Toofani every day.”
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
