MAM
VMLY&R India brings in Rajshekar Patil as executive creative director
Mumbai: Global brand and customer experience agency VMLY&R has brought Rajshekar Patil on board as executive creative director. He will report to VMLY&R India chief creative officer Mukund Olety.
In this role, Patil will oversee the creative capabilities of the agency, assist in campaign conceptualisation, and support the agency’s creative vision. As part of the leadership team, he will also champion a culture of creativity, inclusiveness, and innovation, said the agency.
Patil brings in 18 years of work experience with him as an award-winning integrated advertising professional working at the intersection of creativity and tech. His last assignment was with Publicis Worldwide India as ECD. At Publicis Mumbai, he was heading Skoda Motors, Citi, Zee5, and Times Group.
“I am delighted that Rajshekar is joining us. He is a passionate, razor-sharp, creative thinker with a portfolio that speaks to his desire for genuine impact through his work,” said VMLY&R India chief creative officer Mukund Olety. ” I welcome him wholeheartedly to the VMLY&R family and look forward to growing our creative reputation across the country.”
Patil is the co-founder of a kid-tech startup, built at a tech incubator in London, and Snap Counsellors, an award-winning teen helpline on Snapchat. He also helped launch Apple in India, contributing several pieces to the Grand Prix-winning Shot on the iPhone campaign.
A computer science graduate who landed accidentally in the creative department of Ogilvy and Mather and never left, Patil has been recognised with D&AD Impact, One Show, Cannes, Effies APAC, Spikes Tangrams, etc. His previous stints were at BBDO India, Media Arts Lab (Apple’s agency), BBH India, and Ogilvy & Mather.
“VMLY&R brings together a blend of creativity, technology, data and culture to create truly unique solutions for clients. Creativity here seeps into every facet of the agency and I look forward to working closely with Anil and Mukund to create some fantastic work,” said Patil on his new role.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
