Ad agencies
Ogilvy’s Kartik Krishnan decides to move on
Mumbai: Ogilvy’s creative director, Karthik Krishnan has decided to move on from the company after working for more than three years. He posted about this update on his LinkedIn profile. In this role, he was handling the creative mandate for digital-first brands like Cadbury Silk, Cadbury Bournville, Cadbury Dairy Milk, Cadbury Bites, Cadbury Desserts Corner, Marico Set Wet, HUL Love & Care. This was his second stint with the agency.
Krishnan had prior stints with The Digital Street as creative director, headed content at Terribly Tiny Tales, and has also worked with Isobar, fulcro and Cactus Communication in the past.
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.
