MAM
Tista Sen bids adieu to Wunderman Thompson after 21 year stint
Mumbai: After spending 21 years at the agency, Wunderman Thompson South Asia regional creative director Tista Sen has called it a day. Her next destination remains unknown as of now.
Talking to Indiantelevision, Sen says, “It feels like I’m leaving my home because WT has always been a home, a comfort place for me. I just thought it is time for me to get out of my comfort zone and do something different.”
Commenting on her leave, a spokesperson from Wunderman Thompson said, “Sen now wants to embark on a new career journey that takes her away from WT India that has been home to her for the past 22 years. We wish her all the best in her next adventure.”
Sen started her career with Whitelight Productions, one of India’s leading ad film production companies, after which she joined Lowe Lintas as a writer. Five years down the line, she moved to Ogilvy for a brief stint and returned to Lowe Lintas. In 2001, Sen joined Wunderman Thompson (previously J Walter Thompson) and had been there ever since.
She has assisted on over 60 commercials, and has worked on brands such as Johnson’s Baby, Stayfree, Cadbury Eclairs, Cadbury Five Star, Oberoi Hotels, Asian Paints, Sunlight, Comfort, Cadbury’s Dairy Milk, Fair & Lovely and Pepsodent for Unilever. In her most recent role, her portfolio included GlaxoSmithKline, ITC, Unilever, Godrej, and many other brands.
Sen has been ranked among the 20 most creative people in Asia, and has worked on campaigns that have won numerous metals across the world including at Cannes, Clio and Spikes Asia. Her recent wins include a gold, silver, bronze, finalist at AdFest; gold, finalists & merit awards at One Show; gold, finalist at Cannes, gold at Clio; Grand Prix, gold, silver at Spikes Asia, etc. The campaigns that are close to her heart include sunsilkgangofgirls.com, campaigns for Aditya Birla Financial and the Lux Abhi-Ash commercial.
The Mumbai office of Wunderman Thompson (the erstwhile J Walter Thompson) has won over 40 metals at Goafest 2014 and 57 in 2015 including the Grand Prix under her creative leadership. Over the years she has sat on the jury of several advertising festivals in India and abroad, including Cannes and D&AD. In 2015, she had the pleasure of being the only Asian on the inaugural Glass Jury at Cannes, which honours gender diversity in communication.
As per her LinkedIn profile, a student of English literature and life, and having worked on global brands, Sen believes that an idea and insight can cut across geographies and connect with culture. Her ability to simplify things and find a human connection is what makes her approach to communication relevant and meaningful.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
