MAM
YAAP appoints Smriti Shadra as director-content
MUMBAI: Rainmaker Ventures-backed YAAP has announced the appointment of Smriti Shadra as director-content. She will be based out of the Mumbai office and will report directly to YAAP chief creative officer Deepak Singh.
Speaking on her appointment, Singh said, “Smriti is one of the young and upcoming talents in the industry; with a rare body of work spanning across multiple mediums. We are happy to have her on board; as she is a perfect fit for an offbeat culture that we are looking to create with a team of people having diversified skill sets. I am confident that she will play an integral role in raising the bar of our creative output while leading a team of people from varied backgrounds.”
Commenting on her new role, Shadra, added, “Deepak is very clear about the vision that he has for YAAP, and I am more than happy to be a part of it. Advertising today is continuously changing, so the need of the hour is to evolve with the times. This will surely be an interesting move, as it’ll help me explore a dynamic medium like digital in combination with the design. I'm certainly looking forward to pushing the boundaries and creating some path-breaking work with Deepak.”
Smriti has worked with agencies such as Grey Worldwide, JWT, Leo Burnett, Dentsu India Group, and The Social Street. During her previous tenures, she has worked on brands like DHL, Star, MRF, Britannia, Maruti Suzuki, Max Healthcare, Airtel, The Indian Express, Fortis Healthcare, Madhya Pradesh Police, SBI Cards, Twinings, MOHAN Foundation and Alzheimer’s and Related Disorders Society of India.
She has around 190 Indian and International awards to her credit; across various categories and has been a jury member at The MAA Worldwide Globes, The ABBYS, and The EMVIES. In 2017, Smriti was chosen as an Adobe Young Lantern, acknowledged and judged by the finest jury in the country.
The YAAP Group works with brands like Dubai Tourism, ITC Hotels, Lufthansa, Coca Cola, American Express, SBI Cards, SHRM, NPCI, Assam Tourism along with more than 50 other brands.
ITV News
Voltas launches Zest AI AC range with new campaign
Digital-first push spotlights AI cooling, geofencing and energy optimisation.
MUMBAI: When it comes to comfort, Voltas is betting that knowing you beats just cooling you. Voltas, part of the Tata Group, has unveiled its latest campaign, “AC Jo India Ko Samjhe”, introducing the new Voltas Zest AI AC range with a clear tilt towards younger, digitally native consumers. Conceptualised by Schbang, the campaign leans on slice-of-life storytelling, pairing technology with emotion. It features Neetu Kapoor and Ranbir Kapoor, using their real-life mother-son dynamic to draw a parallel between artificial intelligence and instinctive human understanding.
The films play on a simple insight: while AI may know everything, no one quite understands you like family does. That idea becomes the hook to showcase the product’s core features without turning the narrative into a hard sell.
At the centre is the Voltas Zest AI AC range, equipped with AI Adaptive Cooling, Energy Manager Mode and Geofencing. The system is designed to learn user behaviour, anticipate cooling needs and optimise energy consumption positioning smart cooling as a baseline expectation rather than a premium upgrade.
The rollout is digital-first, with a strong focus on platform consistency and storytelling-led engagement. The approach reflects a broader shift in how appliance brands are speaking to younger audiences less spec sheet, more story arc.
Voltas chief marketing officer Pragya Bijalwann said the focus is on delivering comfort that feels intuitive and personalised. Meanwhile, Schbang’s leadership underscored that the campaign’s creative direction stemmed from a simple truth: technology resonates best when it feels human.
By blending familiarity with functionality, Voltas is not just pitching a smarter AC, it’s pitching a smarter relationship with the everyday.
