AD Agencies
Usha Bhandarkar, pioneering ad veteran and creator of Lalitaji, dies at 82
HYDERABAD: Usha Bhandarkar, one of Indian advertising’s most influential creative leaders and the mind behind Lalitaji, the woman who changed how the country bought Surf, has died at 82. Her passing marks the end of a formidable era in Indian FMCG advertising, built on insight, restraint and quiet authority rather than flash.
A former group creative director at Lintas, Bhandarkar was a defining force behind Unilever brands such as Surf, Liril, Lifebuoy and Rexona. At a time when advertising leaned heavily on spectacle, she championed sharp consumer truth and disciplined storytelling, helping to shape not just campaigns but the culture of agencies and brand teams alike.
Her most enduring creation, Lalitaji, arrived in 1984 and swiftly entered Indian pop culture. Clad in a crisp white saree, bindi firmly in place, Lalitaji looked straight at the viewer, tapped her head and delivered a line that would echo for decades: “Surf ki kharidari mein samajhdari hai.” Produced in 16 languages, the campaign was a runaway success and remains a masterclass in FMCG communication.
Contrary to a long-held industry myth, Lalitaji was not inspired by Alyque Padamsee’s mother. A veteran ad professional told Storyboard18 in 2022 that the character was Bhandarkar’s own creation, a modern, middle-class woman who trusted logic over loud claims, and intelligence over gimmicks. In doing so, Bhandarkar introduced one of Indian advertising’s earliest and strongest female protagonists.
Colleagues remember her less for flamboyance and more for rigour. Joseph George, who worked at Lintas between 1991 and 2017, said the legacies of Lintas and HLL “will forever carry a debt of gratitude” for what she gave them. KV Sridhar, global chief creative officer at Nihilent Limited, recalled how she silently built the brands of Unilever, teaching generations how to marry insight with reasons to believe, and how to fight every creative battle with clarity rather than ego.
Beyond her professional achievements, Bhandarkar was deeply committed to mentoring young talent, often without seeking recognition. Many who passed through Lintas credit her with shaping not just their careers, but their values, proof that leadership, in her hands, was as humane as it was exacting.
She rewrote the rules of Indian FMCG advertising, put women at the centre of brand storytelling and shaped some of the country’s most iconic campaigns
In an industry that increasingly chases noise, Usha Bhandarkar stood for something rarer: intelligence that sold, creativity that endured, and a woman who let the work do the talking. Lalitaji may have tapped her head. Bhandarkar changed how India thought.
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
