MAM
Virtue Worldwide appoints Ayushi Saria as associate creative director
Mumbai: Virtue Worldwide, the agency powered by VICE Media Group, has appointed Ayushi Saria as associate creative director. This strategic move emphasizes Virtue India’s focus on bolstering their creative leadership with future-focused and culture-forward talent.
Saria’s professional journey is marked by a diverse background, with contributions ranging from impactful campaigns for COVID vaccinations at Aster Hospitals to the creation of engaging games for the Singapore Tourism Board during her tenure at Wunderman and Hungama. Before joining Virtue, Ayushi dedicated her talents to illustration, where she focused on projects centered around skin and body positivity. Notably, her international experience includes collaborations with esteemed clients such as Vicks, Red Lobster, Metamucil, and Heineken at Publicis New York.
Saria’s work has garnered widespread recognition and has been featured on prominent platforms like Design Taxi, Ads of the World, AdAge, and Brand Care. She has received accolades from Young Guns, New York Festivals, Art Directors Club, Applied Arts, and Summit Awards.
Virtue India creative head Hayden Scott shared his thoughts on Ayushi’s appointment, stating, “Ayushi is a great example of the kind of exciting hybrid talent we want to grow at Virtue. She is a passionate advocate for design and a strong leader. I am certain her diverse skill-sets will help bring a wonderfully fresh perspective to our work. And did I mention, she’s also a damn nice person? I can’t wait to see how Ayushi helps shape Virtue India’s next growth phase.”
In response to her new role, Saria commented, “”I’ve always been fascinated by culture and how brands become a part of this in a progressive and meaningful way. To have the opportunity to work at a place that’s powered by culture – it’s incredibly exciting. To work with some very unique and talented people, even more so.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
