MAM
Vita Student appoints Shayon Dasverma as head of marketing for South Asia, SEA & MENA
Mumbai: Vita Student, the UK’s premium student accommodation brand, has announced the appointment of Shayon Dasverma as the head of marketing for South Asia, Southeast Asia (SEA), and the Middle East and North Africa (MENA) regions.
With over a decade of experience in digital marketing and a strong educational background from the Indian Institute of Management (IIM) Indore, Shayon Dasverma brings a wealth of expertise and innovative thinking to his new role. As a passionate leader in the marketing field, Shayon is well-equipped to drive the growth and expansion of Vita Student across these diverse regions. In his new position, Shayon will oversee the development and execution of marketing strategies tailored to the unique needs of international students from different cultural backgrounds. His approach is deeply rooted in a data-driven methodology, ensuring that all campaigns are precisely targeted and resonate with the students.
“I am excited to be a part of Vita Student and to contribute to its mission of providing exceptional living experiences for students worldwide,” said Shayon Dasverma. “This role offers a unique opportunity to not only expand our brand’s reach but also to positively impact the lives of students by offering them a supportive and vibrant community. I look forward to working with the talented team at Vita Student and bringing innovative marketing strategies to life across emerging markets. Together, we aim to create an environment where students can thrive academically and personally, ensuring that Vita Student remains the preferred choice for those seeking a home away from home.”
Shayon is recognised for his leadership skills and his capacity to inspire and motivate teams to achieve outstanding results. His forward-thinking approach and commitment to utilising the latest digital marketing tools and technologies have been key factors in his success. Shayon’s appointment comes at a time when Vita Student is expanding its presence in India and other key markets, offering students luxurious and practical living spaces that ensure comfort and support throughout their academic journey.
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.
