Rayomand Patell launches Firestarter, partners with Germany’s Monkeyway
Rayomand J. Patell has launched Firestarter, a new integrated creative, communications, technology, and production agency targeting founders and CMOs. The agency has entered into a strategic partnership with Munich-based Monkeyway GmbH, known for 3D real-time streaming technology used by global brands such as Mercedes, Maserati, and Koenigsegg. Patell has also been appointed chief creative officer at Monkeyway. Firestarter’s model combines brand strategy, design, creative, and technology with AI-enabled production capabilities. The agency plans to open overseas offices and introduce training programmes for young creatives while offering international technology-driven brand solutions to Indian clients.
Pepper Content rebrands as AI-led marketing firm Pepper
Pepper Content has rebranded globally as Pepper, positioning itself as an AI-native marketing services company combining creative talent with AI-driven systems. The company’s refreshed identity includes a new logo, colour palette, and expanded service portfolio focused on content, SEO, creative automation, and enterprise AI solutions. Pepper aims to offer scalable, data-led marketing through integrated technology and freelance ‘super teams’. Over the past three years, it has grown over 300% across North America and India, serving brands such as Unilever, ITC, Amazon, HSBC, and Mutual of Omaha across more than 15 markets.
Araiya Hotels appoints Paras Corporation for brand communications
Araiya Hotels has partnered with Paras Corporation (India and Middle East) to strengthen its public relations and brand communications strategy. The collaboration aims to enhance Araiya’s visibility in luxury and experiential hospitality across key Indian markets. The hotel group recently launched three resorts in Rishikesh, Haridwar, and Gir, with upcoming properties in Rajasthan and Kerala. Araiya’s portfolio includes Essence by Araiya for luxury experiences, Araiya Hotels as its flagship brand, Soul by Araiya for value-conscious travellers, and Araiya Anthology featuring experience-led boutique properties. The partnership will focus on reinforcing Araiya’s positioning within India’s evolving premium hospitality segment.
Dentsu India names Rohit Potphode to lead Sports & Entertainment
Dentsu India has appointed Rohit Potphode as managing partner, sports, gaming, esports and live experiences. Reporting to Yosuke Murai, head of India, Dentsu Sports & Entertainment, he will drive strategy and growth for the network’s newly launched sports and entertainment division. With over 20 years of experience across IMG, Viacom, Disney’s A&E Network, and Star, Potphode will oversee consulting, sponsorships, content and fan engagement.
Rajat Mendhi joins S4Capital’s Monks India as head of planning\
S4Capital’s Monks has appointed Rajat Mendhi as head of planning for its India operations. Mendhi will work with managing director Ketan Desai, chief creative officer Sandipan Bhattacharyya, and head of media Niranjan Singh to strengthen the agency’s strategic and cultural insight capabilities. He previously served as EVP planning at BBDO India and is the founder of Bombay Picnics.
Journalist Sharmila Bhowmick launches Mocha Ink platform
Journalist Sharmila Bhowmick has launched Mocha Ink, a content and media collective focused on conscious storytelling. It includes Mocha Ink Mag, a digital magazine covering business, culture and lifestyle, and Mocha Talks, a podcast hosting conversations with creators and entrepreneurs. The platform also features Mocha Ink Lab, a strategy studio for editorial-led brand storytelling.
PerformAce, mFilterIt team up for fraud-safe ad campaigns
PerformAce Media has partnered with mFilterIt to strengthen digital ad performance and fraud protection. The collaboration aims to help advertisers move beyond traditional metrics such as click-through rates by integrating attention-based measurement, invalid traffic detection, and brand safety tools. Their joint framework enables better ROI tracking and campaign transparency. mFilterIt’s analysis of an OTT campaign showed that addressing invalid traffic and unsafe environments improved performance. This intelligence will now be embedded across PerformAce’s proprietary platforms including VisionTV, AudienceX, and ConnectX to enhance campaign efficiency and audience engagement.
Banijay Asia, Talpa Studios sign two-year format deal
Banijay Asia has signed a two-year agreement with Netherlands-based Talpa Studios to represent its unscripted entertainment formats in India and Thailand. The deal enables Banijay Asia to localise and produce Talpa’s IPs—such as The Floor, The Quiz with Balls, The Alliance, and Most Wanted—for regional audiences. The collaboration expands Talpa’s reach in Asia’s growing entertainment markets while strengthening Banijay Asia’s portfolio of high-concept non-scripted content across broadcast and streaming platforms.
FTA Global appoints Srijita Das Roy as vice president – brand and communications
FTA Global has named Srijita Das Roy as vice president of brand and communications. She will lead internal and external brand strategy, with a focus on positioning FTA Global as a Marketing Operating System. Das Roy joins from NP Digital India, where she served as director overseeing SEO, paid media, social and technology teams. With over 11 years of marketing and communications experience, she will drive brand transformation and build digital communities to strengthen the company’s presence.
The Other Circle launches Cavalry Media for entertainment PR
The Other Circle has launched Cavalry Media, a full-service division focused on entertainment PR across Bollywood, streaming platforms, music, creators and sports. The new unit aims to offer strategy-led communications, blending data, creativity and cultural relevance. Founded by Aakanksha Gupta, The Other Circle said Cavalry will focus on measurable, enduring campaigns that go beyond coverage. Its services include media strategy, influencer engagement, brand tie-ups, IP development, experiential activations and crisis management.
The Pittch event agency begins operations in India
Event and project management agency The Pittch has launched in India, founded by Sunil Nazare, Sonny Sharma, Vishal Garg and Anagha Tawde. The agency offers services spanning event planning, on-ground execution, monitoring, budget management, and talent sourcing. The Pittch aims to provide flexible, cost-effective solutions for brands seeking end-to-end event execution. Its founders bring experience across event strategy, production and client servicing.
Volume rebrands Bharatiyam Group under ‘Forward As One’
Volume has partnered with Bharatiyam Group to revamp its brand identity under the theme ‘Forward As One’. Established in the 1990s, Bharatiyam operates three manufacturing plants producing juices, sparkling beverages and packaged water. The rebranding aims to unify its legacy and modern ambitions. Volume founder and creative head Rakesh Krishnotula said the new identity reflects Bharatiyam’s next phase of growth while retaining its entrepreneurial roots.
Ormax revamps brand naming division Ormax Cognito
Ormax Consultants has refreshed its specialist brand naming division, Ormax Cognito, to align with evolving market dynamics. Established over two decades ago, Ormax Cognito has developed several notable brand names across industries. The renewed offering focuses on combining creativity with strategic rigour through a five-step process designed to make naming more scientific and meaningful. The move reflects Ormax’s recognition of changing brand-building trends shaped by premiumisation and category convergence, positioning naming as a key strategic asset rather than a creative afterthought.
Citi India names Srini Kannan to lead commercial sectors
Citi India has appointed Srini Kannan as head of Digital, Technology, Communication, Business and Professional Services, and Industrials for Citi Commercial Bank in India, effective December 2025. Kannan will oversee the bank’s strategy across these sectors and support investment banking opportunities. He previously led innovation economy and venture capital coverage at JPMorgan India and earlier helped expand its mid-corporate business in South India. Kannan began his career with Citi in 2002 and has held roles across corporate banking and industry coverage. He holds degrees from the University of Madras and the Indian Institute of Management, Ahmedabad.
Cornerstone and Meraki launch non-cricket athlete management unit
Cornerstone Sport and Meraki Sport have launched Cornerstone Meraki Endeavour (CME), a new vertical focused on athlete representation beyond cricket. The initiative manages a roster including PV Sindhu, Sania Mirza, Rohan Bopanna, and Dipa Karmakar. CME’s services span brand partnerships, commercial representation, IP creation, and wealth and legacy management. It will also oversee the Indian Sports Honours. The venture aims to build long-term, purpose-led athlete brands and expand commercial opportunities for Indian sportspersons in non-cricket disciplines.
NICMAR appoints Tonic Worldwide as digital marketing partner
NICMAR has appointed Tonic Worldwide as its integrated digital marketing partner after a multi-agency pitch. The institute, specialising in construction management and related fields, has campuses in Pune, Hyderabad, Delhi NCR, and Mumbai. Tonic Worldwide’s mandate covers social media, SEO, performance and influencer marketing, and offline creatives, with a focus on strengthening NICMAR’s online presence and driving student enrolments. The account will be handled by the agency’s Mumbai office.
Adgcraft wins PR mandate for Edgistify
Adgcraft has secured the PR mandate for Edgistify, a warehousing and fulfilment company. The agency will manage Edgistify’s communications, media outreach, and brand positioning, highlighting its technology platform EdgeOS and innovation-led logistics solutions. With offices in Noida, Lucknow, Mumbai, Gujarat, and Bengaluru, Adgcraft will focus on enhancing Edgistify’s digital presence and stakeholder engagement as part of its broader expansion in India’s supply chain communication sector.
WPP Media wins Leeford Healthcare’s integrated media mandate
WPP Media has secured the integrated media mandate for five brands within Leeford Healthcare’s consumer portfolio. The scope includes ATL, digital, e-commerce, q-commerce, performance marketing and SEO. The agency will handle planning and buying across key platforms using data-driven strategies. Leeford Healthcare, one of India’s largest players in general medicine with an expanding personal care and orthopaedic range, aims to strengthen visibility and optimise consumer journeys. The partnership is intended to build brand relevance and accelerate business growth through targeted and commerce-led performance marketing.
Bizzcom Solutions expands PR network across 20 global markets
Bizzcom Solutions has announced its expansion into over 20 countries, including the UAE, UK, USA, Singapore, Canada, Australia, Germany, South Africa, Qatar, Saudi Arabia and Malaysia. The integrated PR and communications agency now offers cross-border services covering media relations, thought leadership, crisis management, digital PR, and investor communications. It has onboarded clients across technology, hospitality, healthcare, fintech, education, lifestyle, and sustainability. The agency is also launching a Global PR Alliance Programme to connect brands with local journalists and networks for faster visibility, supporting startups and enterprises entering new markets.
Ceuticoz appoints Arvin Mondal as head of marketing
Ceuticoz has appointed Arvin Mondal as head of marketing, effective 10 October 2025. Mondal will lead marketing initiatives to expand Ceuticoz’s global presence and reinforce its dermatologist-backed positioning. His mandate includes driving strategies across retail and e-commerce, and developing education-led campaigns on skin health. Mondal will oversee regional marketing across the UK, EU, GCC and Southeast Asia with tailored launches for local skin concerns. Over the next three years, the company plans to strengthen its evidence-based skincare portfolio and build brand recognition across multiple markets.
Gourmet Investments elevates Shambhavi Mishra as head of marketing
Gourmet Investments has appointed Shambhavi Mishra as head of marketing. In her new role, she will oversee marketing across the company’s portfolio, including PizzaExpress, Chili’s American Grill & Bar and P.F. Chang’s, with a focus on strengthening brand presence in India. Mishra previously served as AVP – marketing at Impresario Handmade Restaurants, where she led marketing for brands such as Social, Smoke House Deli, and Boss Burger. An alumna of ISB and MICA, she has also worked on collaborations with brands including Amazon, Netflix, Spotify, Tinder, and Budweiser.
