Ad agencies
Lodestar UM bags Protean’s integrated media mandate
Mumbai: Lodestar UM, a leading media agency and a part of the IPG Mediabrands India network, has secured the prestigious media mandate for Protean eGov Technologies through a competitive multi-agency pitch. Protean (previously NSDL e-Gov) is a pioneer and leader in Digital Public Infrastructure, RegTech and Open Networks. Lodestar UM’s mandate for Protean spans the entire media spectrum across mainline, digital, out of home, and special projects. Lodestar UM’s expertise in crafting differentiated media strategies played a pivotal role in winning this mandate.
Since its inception 28 years ago, Protean has pursued the vision of being a builder of population-scale eGovernance technology that improves ease of doing business, promotes financial & social inclusion and ease of living for its citizens. The company has played a pivotal role in Tax Infrastructure modernisation (PAN Cards, TIN), establishing the Pension Infrastructure, Digital IDs, Data Stack & Account Aggregator, contributing to building new age Open Digital Eco-systems (ODEs) across diverse sectors ranging from digital commerce (ONDC), mobility to healthcare, agriculture, education & skilling.
Lodestar UM CEO Aditi Mishra expressed her excitement about this momentous win, saying, “We are thrilled to embark on this new partnership with Protean, a company that has been driving positive change through innovative technology solutions for years. Our team is committed to maximizing their brand presence and communicating their impactful contributions to the Indian society.”
Protean eGov Technologies Ltd. managing director & CEO Suresh Sethi shared his thoughts on the collaboration, stating, “We are delighted to join hands with Lodestar UM at a time when we are transforming and embarking on a journey to empower the next billion through new technologies. On our mission of Financial & Social Inclusivity, I am sure this partnership will help our message reach the last-mile, inculcate behaviour change and accelerate adoption of new technology as we continue to build the foundational digital infrastructure for India and the world.”
Protean eGov Technologies Ltd. chief marketing officer Gaurav Ramdev added, “Our partnership with Lodestar UM comes at a pivotal moment when we at Protean, are ushering in the new and actively driving digital transformation across various sectors. We look forward to their partnership and experience to build disruptive media strategies that will help us to reach out to a billion and deliver powerful consumer and customer experiences.”
Lodestar UM executive vice president & business head Laya Menon said, “We are delighted and humbled at the opportunity to partner with Protean and its cutting-edge stack of tech solutions. Their significant role in underpinning India’s Digital growth story for the last many years is commendable. We eagerly look forward to collaborating closely with Protean and contributing to their continued success in driving positive change through innovative technology solutions.”
With this new partnership, Lodestar UM’s dedicated team is all set to leverage its expertise to bolster Protean eGov Technologies Ltd.’s brand presence and further propel their vision of creating a digitally inclusive India.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
