MAM
Tom Marsillo joins to boost Zee’s ad sales in US
MUMBAI: Asia TV USA Ltd, the exclusive television, entertainment and media distributor of Zee TV in the United States, has appointed Tom Marsillo as senior vice president of advertising sales for the mainstream market.
Marsillo‘s experience with U.S. ethnic markets includes over 13 years with Univision/Telefutura, Azteca America, H.I.T.S., Vme and Spanish Television Sales.
“Marsillo‘s 28 years of sales and management experience in both ethnic and mainstream markets will play an instrumental role in bringing more mainstream advertising to Zee TV,” said Asia TV USA CEO Suresh Bala.
The South Asian market is the fastest-growing ethnic segment in the U.S. As part of his new responsibilities, Marsillo led “A Passage to India,” a South Asian marketing event and upfront presentation at the Time Warner Center’s Samsung Experience on behalf of Zee TV. A panel discussion featured representatives from Nielsen Research, the U.S. Census Bureau, DraftFCB and Vonage, each of whom spoke about the affluent, educated and expanding South Asian audience (Indians, Pakistanis, Sri Lankans and Bangladeshis) in the United States.
“Nielsen-rated Zee TV has 14 of the Top 15 shows for South Asians in the U.S., and – in a boon for advertisers – 98 per cent of Zee TV viewing is live,” an official statement said.
As an advertising sales professional for Blair Television, Marsillo successfully sold Independent broadcast TV in the 1980s, prior to the cable explosion. He kept pace with the times with subsequent experience in Cablevision and Rainbow advertising sales, selling national, regional and local cable nearly through the end of the 1990s.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
