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Triton creates Bloomberg UTV’s new ad campaign
MUMBAI: Triton Communications has created a new brand campaign for Bloomberg UTV. The new campaign lays stress on Bloomberg being the original source of news and information and that its competitors in India report what it delivers.
According to the company, with the business objective to launch the channel as an organic extension of Bloomberg, the world‘s largest financial news network, the communication objective was to establish Bloomberg UTV India as distinctly different from competitive alternatives.
The agency felt that the communication challenge was to differentiate the brand in the Indian context and consistent with the global Bloomberg image and identity. It was further compounded by the brand‘s need to broad base itself.
Triton Communications CEO and national creative director Renton D‘Sousa, “Research reveals that the viewer is interested in how the channel is fundamentally different rather than the run of the mill differentiators claimed by the genre. Whilst all business channels subscribe to the Bloomberg terminal for information, to BloombergUTV it is “it‘s raison d‘etre”. Hence ‘The Original Source‘. The positioning arrived enables the creative to substantiate the same with a distinct tone and bring it alive with a unique personality. The functional take away centers around incisive information, useful knowledge and actionable wisdom. The emotional take away is intelligence for the intelligent.
The brand promise is communicated via the fundamental difference between BloombergUTV and other business channels by stating facts upfront. For starters, “Others report what we deliver”, the company said.
BloombergUTV president Sriram Kilambi added, “The business news genre is full of the same stuff, which is very stock led, basically buy-sell hold. We at Bloomberg are about the larger picture – infrastructure, macro-economics, judiciary, policy, stocks and real-estate. We are justifiably proud of our news gathering heritage and are indeed the original source for most of the information that you see in your newspapers and your news channels. When Triton made that our positioning statement, we naturally loved it.”
MAM
Ritz Media World appoints Neeti Bhargava as chief content and client solutions officer
Seasoned radio leader to steer content and client strategy in AI era
NEW DELHI: Ritz Media World has appointed Neeti Bhargava as chief content and client solutions officer, strengthening its leadership team as brands ramp up investment in content-led, multi-platform engagement.
With more than 18 years in radio, media and content creation, Bhargava brings a storyteller’s instinct and a strategist’s eye to the role. Her career spans leading radio networks such as Red FM 93.5, Reliance Big FM 92.7 and My FM of the Dainik Bhaskar Group, where she shaped on-air formats, refined programming strategy and curated music and listener engagement initiatives that resonated beyond the airwaves.
Over time, her remit expanded from studio consoles to brand consoles. She has led voice-driven campaigns, crafted branded content, developed digital formats and delivered live experiences, blending creativity with commercial clarity. Her experience across content production, marketing strategy and creative leadership has given her a keen understanding of how audiences interact with brands across platforms.
In her new role as chief content and client solutions officer, Bhargava will oversee the agency’s content strategy and work closely with clients to design integrated campaigns spanning audio, digital and on-ground platforms. She will also guide internal teams to ensure consistency, quality and clarity in brand communication.
Ritz Media World founder Ritz Malik, said Bhargava’s cross-platform expertise comes at a pivotal moment for the industry. As marketing becomes increasingly data-informed and supported by AI tools, he noted, the need for authentic and well-crafted storytelling has only intensified. Her leadership, he said, will help the agency deliver campaigns that are both creatively strong and strategically sound.
Bhargava said today’s content landscape is shaped by evolving consumption patterns and technology-led media planning. While AI enhances efficiency and insight, she emphasised that compelling storytelling remains central to meaningful brand engagement. She added that she is excited to contribute to building integrated content that connects with audiences across formats.
The appointment reflects Ritz Media World’s focus on sharpening its content capabilities as brands seek smarter, data-backed ways to stay relevant in an increasingly crowded media marketplace.
