MAM
Viacom’s restructuring claims another victim Jonathan Dolgen
MUMBAI: Just a couple of days after Mel Karmazin left Viacom as its COO another high profile executive has jumped ship. Viacom Entertainment Group chairman Jonathan Dolgen has announced his decision to resign as of 15 July.
This does not come as a surprise. Viacom’s chairman and CEO Sumner Redstone had given Freston and Moonves different aspects of Dolgen’s job. Dolgen oversaw the operations of Paramount Pictures, Paramount TV, Simon & Schuster, Famous Players, and Paramount Parks.
After the reshuffle Freston was also put in charge of Paramount Parks, Simon & Schuster and Paramount Pictures. Moonves now oversees Paramount TV. What is galling is that despite all this Redstone had tried to persuade Dolgen not to leave.
Not surprisingly in a statement Dolgen attributed the changes in Viacom’s management structure to his decision to step aside. On a more generous note he added, “It has been a privilege to work with Sumner Redstone for more than a decade and to have participated in the growth and success of Viacom. In Tom and Les, Sumner has chosen exceptional executives to help him lead this company well into the future”. Dolgen also thanked the head of Paramount Pictures Sherry Lansing. The two were responsible for three Best Picture Oscar winners including Titanic and Braveheart.
Redstone praised Dolgen’s contribution to the film studio Paramount saying, “Under his leadership over the past decade Paramount made great pictures profitably. He also ran one of the most successful television production operations in the industry, and pioneered the concept of co-financing and financial discipline. This has since been emulated by other motion picture companies.”
On the flip side reports further indicate that in addition to being passed over in the reshuffle Dolgen has had uneasy relationships with both Freston and Moonves. He and Moonves fought when control of the UPN Network was taken from Paramount and handed to CBS three years ago.
There was also friction between Paramount and MTV. In the past the two units have worked together to produce films based on MTV properties. At that time MTV had complained that Paramount was behaving in a high-handed way.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
