MAM
Top level corporate shuffling at WorldSpace; Deepak Varma new MD
MUMBAI: WorldSpace India Private Ltd., the company that is running WorldSpace satellite radio in India, has appointed former IndusInd Media & Communications head Deepak Varma as its new managing director.
Varma takes on responsibility at WorldSpace India from KR Harish, who will continue with the organization, now assuming broader corporate financial responsibilities as the CFO of WorldSpace’s Asia operations.
Varma will head the Indian operations of WorldSpace and lead the company through its planned multi-market rollout mapped for year 2005. He will be based out of Bangalore.
In his new role as CFO of Asian operations, Harish will drive the financial processes, internal control implementations related to US Sarbanes-Oxley requirements as well as financial planning for India and the additional markets in Asia where WorldSpace will offer its services.
“Taking over responsibility from KR Harish, I look forward to take WorldSpace to the next level in its growth plans in the coming years. I have only one goal at WorldSpace – to deliver the best of satellite radio to the largest number of satisfied subscribers”, says Varma as he embarks on his new assignment.
This announcement comes as WorldSpace is pursuing a multi-metro launch of its Indian service. As already reported by indiantelevision.com, WorldSpace Radio is ramping up its operations with the launch of two more stations. Simultaneously, a new marketing and advertising campaign also will hit the market.
As part of its expansion plans, the company is getting into new markets this year apart from strengthening sales, distribution and customer support network in the existing centres. WorldSpace kicked off its operations in Hyderabad in the first week of April and the next phases will cover Mumbai, Delhi, Pune, Ahmedabad, Chandigarh and Kolkata.
MAM
Wow Momo tests ‘world’s crispiest fries’ with influencer campaign
1,500 participants across four cities test fries at 30, 45 and 60 minutes.
MUMBAI: The fries are talking and this time, they’re crunching louder than the ads. Wow! Momo has turned a bold product claim into a full-blown public experiment, launching its “World’s Crispiest Fries” through a content-first campaign anchored in real-world validation rather than glossy promises. Instead of relying on traditional advertising, the brand staged a large-scale tasting challenge across four metros Delhi, Mumbai, Bengaluru and Kolkata bringing together nearly 1,500 participants, including influencers, food writers and everyday consumers. The brief was simple: put the fries to the test against leading QSR competitors over time.
Participants evaluated the fries at 30, 45 and 60 minutes after serving, a window where most fries typically lose their crunch. According to the brand, Wow! Momo’s offering held its texture across all three intervals, while competing products softened, turning a functional claim into a demonstrable outcome.
The exercise doubled up as both product trial and content engine. Reactions from participants ranging from surprise to outright endorsement now form the backbone of the campaign’s digital rollout, amplified through social media, creator-led content, memes and short-format films under the hashtag #EndOfDebate.
The strategy reflects a broader shift in how QSR brands are approaching differentiation. In a category often driven by price offers and visual advertising, Wow! Momo is attempting to build credibility through proof rather than persuasion letting consumers, rather than copy, make the case.
With over 850 stores across more than 90 cities, the brand is using scale not just for distribution, but for storytelling. By turning a simple question how long do fries stay crispy into a participative, city-wide experience, it is aiming to spark conversation as much as consumption.
Because in the battle of the fries, it seems, the crunch may just be the loudest argument of all.
