MAM
Water Brand Consulting’s last 3 wins amount to Rs 100 mn
Mumbai: Water Brand Consulting has won three accounts amounting to Rs 100 million. The latest catch is ‘The Artist‘, an artifact brand for which it will handle the creative, media and digital duties.
‘The Artist‘ following a multi-agency pitch.
The other two wins over the last three months include Update Advertising (a cable advertising solution provider) and Foam Home (mattress).
The three businesses collectively amount to Rs 100 million, an agency official said.
Water Brand Consulting handles clients such as Future Generali, Aegon Religare, Marshalls Wallpapers, Tata AIG and Bliss GVS Pharma.
Update Advertising Water Brand Consulting director Vandana Sethi said, “Artifact is an interesting category to work on. Just like the creative nature of the business, it requires creative thinking on the part of the communications partner as well to be able to handle such a brand.”
The Artist CEO Karuna Samtani said, “We at ‘The Artist‘ have a vision for the company and the ad agency had to be in sync with this vision in order to produce the desired results. After series of meetings and internal reviews, Water Brand Consulting was found closest in identifying and understanding our needs and vision and how we would like to place ourselves”.
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.
