MAM
Vivek Bhargava moves on from Dentsu Performance Group
Mumbai: Dentsu Performance Group, head, Vivek Bhargava has announced his exit from the organisation. In his next move, Bhargava sets his focus on ProfitWheel, a SaaS startup that he co-founded last year.
ProfitWheel is a product company that will focus on creating a customer data-led marketing intelligence platform for the new direct-to-consumer world.
“ProfitWheel has been active in stealth mode for the last one year. Now, it was finally time to bring it to the fore and get the wheels rolling,” said ProfitWheel, co-founder, Vivek Bhargava. “With ProfitWheel, we are attempting to connect ad tech with mar-tech to make both efficient. Our eventual goal is to make the advertising and marketing expenses a part of the balance sheet where it becomes the cost of sales rather than an expense. It’s a game-changing model for the startup ecosystem,” he added.
Bhargava began his entrepreneurial journey in 1997 when he founded Communicate 2. The company joined hands with iProspect India, a digital marketing agency, from Dentsu international in 2012 with Bhargava leading the new entity – iProspect Communicate 2 – as founder and MD.
The company was rebranded as iProspect India at the end of 2015 with Bhargava as CEO until 2016, the year he was named the CEO of DAN Performance Group. In this role, he oversaw all of Dentsu’s digital performance agencies.
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
