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McCann Worldgroup India has been recognized at the One Show Awards 2025 with a total of seven accolades, including one Silver, one Bronze, and five Merit Awards across key categories.


The agency’s campaign “Fit My Feet” for Buckaroo Footwear was awarded a Silver in the IP & Product Design category and a Bronze in Health & Wellness, along with four Merit Awards. 


Designed to support individuals born with clubfoot—a condition impacting tens of thousands of children annually in India—the campaign introduced an affordable, functional footwear solution. Since its launch in early 2024, more than 228,000 pairs have been distributed through a network of over 4,500 cobblers across the country, significantly improving mobility and accessibility for those affected.


In addition, the campaign “Dabba Savings Account” for ESAF Small Finance Bank earned a Merit Award in the Direct Marketing category. This initiative adapted the everyday steel 'dabba'—a common kitchen container—by incorporating a discreet compartment for storing money. The modified dabba helped promote savings among rural women and played a key role in enabling over 120,000 new bank accounts to be opened in underserved communities, all without a traditional media campaign.


Prasoon Joshi, chairman, McCann Worldgroup, Asia Pacific and CEO & CCO, McCann Worldgroup, India, “It’s deeply fulfilling to work on ideas grounded in empathy and everyday realities that resonate on a global stage. These campaigns are a reminder that creativity, when driven by purpose, can become a genuine force for change—whether it’s improving mobility for those with clubfoot or enabling rural women through financial empowerment. I’m grateful to the jury for this recognition, which I accept on behalf of my entire team committed to making ideas matter.”


Read More: <a href="https://www.storyboard18.com/brand-makers/mccann-worldgroup-india-strengthens-leadership-team-with-strategic-appointments-62246.htm">McCann Worldgroup India strengthens leadership team with strategic appointments</a>

McCann Worldgroup India wins a Silver, Bronze and 5 Merit awards at Oneshow Awards 2025

Madison Media Alpha, a unit of Madison World, has been appointed as the Media AOR for Zouk following a multi-agency pitch. The agency will manage the brand’s traditional and digital media mandates, helping Zouk scale its presence across key consumer touchpoints.

The appointment comes at a time when Zouk’s high-impact brand campaign already live across major platforms, including the ongoing IPL, Connected TV, Google and Meta. The campaign marks a significant media push for Zouk as it looks to expand its footprint and connect with younger, style-forward, and conscious consumers at scale. 

Disha Singh, Co-founder, Zouk on the association with Madison Media Alpha, says “We’re excited to partner with Madison Media Alpha at a time when Zouk is scaling its brand story through a bold new campaign across IPL, CTV, and digital. With Madison’s strategic thinking and deep media expertise, we look forward to reaching millions of new consumers and solidifying Zouk’s position.”

Vikram Sakhuja, Group CEO, Madison Media & OOH, says “This collaboration is a perfect fit our expertise in creating data-driven, creative media strategies. Our goal is to elevate Zouk's presence and amplify its voice in the market, helping it reach new heights by connecting with conscious consumers who value both fashion and sustainability.”

Also Read: <a href="https://www.storyboard18.com/agency-news/cofsils-hands-brand-mandate-to-lowe-lintas-64886.htm">Cofsils hands brand mandate to Lowe Lintas</a>

Zouk is a handcrafted Indian, 100% Vegan lifestyle brand that blends bold Indian prints with modern-day functionality, offering laptop-friendly office bags, slings bags, travel-ready luggage and backpacks.

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Madison Media Alpha wins Media AOR for Zouk

British multinational automobile manufacturer Jaguar Land Rover has launched a review of its global creative agency, according to a report by Campaign.

Jaguar, owned by the Tata Group, unveiled a new corporate identity in 2024 as part of its transition to becoming an electric-only marque. Accenture Song, the current agency on the account, secured the business in 2021 through its global marketing consultancy arm, Accenture Interactive. The report states that Accenture Song's contract with Jaguar Land rover runs until mid-2026.

Spark44 serves as Jaguar's in-house creative agency, while Hearts & Science handles media duties.

Read More: <a href="https://www.storyboard18.com/brand-makers/tata-motors-jlr-india-clocks-40-rise-in-retail-sales-reaching-6183-units-in-fy25-62011.htm">Tata Motors' JLR India clocks 40% rise in retail sales, reaching 6,183 units in FY25 </a>

At the heart of Jaguar's rebrand was a redesigned logo styled as "JaGUar," alongside a shift from the brand's iconic grille emblem featuring the jaguar face to a new circular symbol inspired by a modern typeface.

The brand also introduced a bold colour palette of red, blue, and yellow to inject vibrancy and appeal. The rebranding was launched under the slogan "Delete Ordinary," signalling Jaguar's renewed focus on exceptionalism and innovation in its all-electric future.

Read More: <a href="https://www.storyboard18.com/brand-marketing/jaguar-unveils-bold-new-logo-and-branding-for-electric-only-future-48009.htm">Jaguar unveils bold new logo and branding for electric-only future</a>

Jaguar Land Rovers launches global creative agency review post rebrand

Lowe Lintas has been appointed as the brand and communications partner for Cofsils, following a pitch process that saw participation from some of the top creative agencies in the country.

Part of the Cipla Health portfolio, Cofsils is a well-known name in the throat relief category, offering a range of products including throat lozenges, cough drops and cough syrup. 

With this win, Lowe Lintas takes on the integrated brand mandate across the Cofsils portfolio, marking a significant addition to its growing roster of health and wellness businesses.

The scope of work includes end-to-end integrated communications — spanning brand strategy, creative development, digital-first storytelling and HCP communication. The core objective: to make Cofsils the first choice at the first sign of discomfort.

Shivam Puri, Managing Director and CEO, Cipla Health, said, “From strategic insights to creative storytelling, Lowe Lintas consistently impressed us with their depth of thinking and consumer empathy. We’re confident they are the right partner to help Cofsils unlock new growth pathways.”

The Cofsils win further cements Lowe Lintas’ role as a preferred agency for Cipla Health, as it continues to partner brands that are seeking to transform, grow, and lead in the health and wellness space.

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Subramanyeswar S, Group CEO – India & CSO – APAC, MullenLowe Global, said, “Earning repeat trust is the highest compliment. We are proud to deepen our partnership with Cipla Health. Together, we look forward to shaping a healthier future for people.”

Anaheeta Goenka, COO - Lowe Lintas, said, “We’re thrilled to partner with Cofsils on this exciting mandate. Winning this pitch was no small feat - the task at hand is both challenging and inspiring. Reigniting desire for a challenger brand and shifting consumer preference in a cluttered market will demand the best of our strategic and creative strengths.”

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Cofsils hands brand mandate to Lowe Lintas

Longstanding concerns over idea theft have reemerged with fresh urgency as industry insiders warn that the creative ecosystem may be under serious strain. This week, Amer Jaleel, the former group chief creative officer and chairman of MullenLowe Lintas, publicly accused tea brand Wagh Bakri and advertising agency FCB of appropriating an idea developed by his marketing venture, Curativity. In a widely circulated LinkedIn post, Jaleel alleged that a pitch Curativity made to Wagh Bakri, at the behest of a former client now employed by the tea company, was later executed by another agency without credit or compensation.


According to Jaleel, Curativity presented the tagline “Aisi Chai Jo Zubaan Pe Reh Jaaye” along with strategic guidance to emphasize tea masters over garden imagery. Weeks later, he said, a strikingly similar campaign surfaced, helmed by FCB.


The response was swift. Jaleel’s post drew a flurry of supportive comments from creatives who recounted similar experiences, reigniting a long-simmering debate within Indian advertising. Who owns the pitch?


“Credit theft is as old as advertising itself,” said Sandeep Goyal, managing director of Rediffusion. The difference now is how openly and frequently it occurs. Many clients assume agencies can be bullied or intimidated, said Goyal. And too often, agencies don’t fight back for fear of losing future business. He added, "The agency always hopes some driblets of business will still come its way if they don't pick a fight. However, it is an erroneous assumption but most agencies would rather not fight."


Yash Kulshresth, co-founder and chief creative officer, atom network believes that the lack of real consequences has contributed to its continued existence. He added, "The other issue is that the system often rewards the finished product, and not the process. And, the ones who speak up usually don’t hold the power more than the brand."


Kulshresth further explained, "Since we’re all working with impossible deadlines, some people compromise for speed. The chase to win can make people cut corners. Ideas float across agencies, through decks, pitches, moodboards without a paper trail or protection."


This latest accusation of idea-theft follows a recent lawsuit filed by Creativeland Asia against online gaming company WinZO. The agency alleges that before any formal agreement was in place, WinZO moved to trademark a tagline - “Jeeto Har Dinzo”, based on concepts developed during their pitch.


The issue, insiders say, is both systemic and cultural. Goyal recounted a personal experience from his tenure as chairman of Dentsu. After launching the successful “Sir Utha Ke Jiyo” campaign for HDFC Life, Dentsu was removed from the account within months by a new marketing head. The campaign continued, under another agency.


“That line has been used for 20 years,” Goyal said, adding that Leo Burnett has been celebrated for it. Meanwhile, Dentsu perhaps saw two percent of its value. This is the kind of long-term loss that agencies often face, he pointed, stating, "There are many shades to how agencies can get shortchanged."


Kulshresth concured with Jaleel's take on the recent Wagh Bakri incident. He said, "We have been in situations where we were offered scripts of other agencies to produce. I’ve heard stories of juniors whose ideas were repackaged, but with no credit. And most of this never sees the light of day, because no one wants to be the whistleblower or be at the center of a controversy."


Ramesh Narayan, founder, Canco Advertising narrated a fact to Storyboard18. Many years ago, the Advertising Agencies Association of India (AAAI) had proposed a pitch fee. It was stated that, if clients wanted agencies to come and present their ideas, a nominal fee was required to be paid. This would also limit the size or the number of agencies that were invited to come. However, as per Narayan, "Agencies shot themselves in the foot and were not willing to support the association’s ideas then. I am sure nothing has changed."


atom network's co-founder also touched upon the fact that in the digital age, the issue has further grown. Earlier, with print or TV, ideas had a shelf life and a clear origin. Now, anything online is instantly visible, shareable, and stealable. "A visual from Mumbai can be replicated in São Paulo before the day ends. And platforms like Pinterest and Behance, while great, also make it easy to blur the line between inspiration and imitation," he added.


To protect themselves, some are calling for a new code of conduct. Rahul Vengalil, CEO and co-founder of tgthr, argues that agencies should charge pitch fees up front and insist on robust, mutual non-disclosure agreements.


“It’s about signaling seriousness on both sides,” Vengalil said. “Agencies must begin to assert the value of their ideas, not just their execution.”


As the advertising world waits to hear from Wagh Bakri on the recent allegations, one thing is clear: the issue of intellectual property and attribution in pitches has grown too pressing to ignore.


Read More: <a href="https://www.storyboard18.com/how-it-works/plagiarism-charges-credit-hogging-in-adland-sour-social-media-timelines-6282.htm">Plagiarism charges, credit hogging in adland sour social media timelines</a>

<a href="https://www.storyboard18.com/advertising/democratization-or-dilution-the-game-of-open-agency-pitches-on-linkedin-62180.htm">Read more: Democratization or Dilution?: The game of open agency pitches on LinkedIn</a>

Crisis of credibility in adland as accusations of idea theft mount

Rediffusion announced that it has been awarded the creative mandate for Keya Foods, one of India's fastest-growing packaged foods and seasonings brands. The creative business will be handled by Rediffusion’s Mumbai office while the media will be driven by Rediffusion SmartMedia out of Bangalore. 


The creative and media duties will span across integrated brand campaigns, digital initiatives, packaging communication, and activation ideas.


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The spokesperson for Keya Foods said, "At Keya, we believe in delivering a world of flavors to Indian kitchens. In Rediffusion, we found a creative partner that truly understands our vision and energy. We are excited to collaborate with them to script the next phase of Keya’s brand journey."


Rishu Verma, senior vice president, Rediffusion Mumbai said, "Keya is an exciting, modern brand that fits beautifully into today's evolving foodscape. We are delighted to partner with them at a time when they are poised for accelerated growth. Our mandate is to deliver high-decibel, clutter-breaking work that amplifies Keya’s promise of quality, innovation, and great taste."


Added Ruchira Raina, executive Rediffusion SmartMedia, "We are thrilled to be chosen as Keya Foods’ media partner. Keya is a vibrant and dynamic brand, and we look forward to delivering impactful media innovations and solutions that propel the brand’s next phase of growth."



Read More: <a href="https://www.storyboard18.com/advertising/rediffusion-kolkata-wins-the-creative-mandate-of-fmcg-brand-prabhuji-63532.htm">Rediffusion Kolkata wins the creative mandate of FMCG brand Prabhuji</a>

Rediffusion wins creative and media mandate for Keya Foods

Cheil India has officially transformed into the Cheil SWA Group, a comprehensive marketing ecosystem designed to deliver full-spectrum solutions across the modern marketing value chain. As per the company, this shift marks a major milestone in the company’s two-decade journey in India and signals its evolution into a future-ready, integrated communications powerhouse.

Announced earlier this week, the Cheil SWA Group aims to strengthen its position as a business solutions partner for brands by merging creativity, data, media, technology, and commerce. The transformation is underpinned by the group’s philosophy of “Impact Every Moment", focusing on delivering measurable outcomes and consumer impact at every stage of the marketing funnel.

The new group is led by Carlos LimSeob Chung, President and CEO, Cheil SWA Group. Joining him in leadership roles are Jitender Dabas as CEO of Cheil X, who will also steer other agencies under the SWA umbrella and Mandeep Sharma, who has been appointed COO of Cheil India to drive business transformation, especially in CRM and customer experience.

"We are excited about the future and confident that our expanded capabilities will enable us to achieve even greater success. Today's marketing landscape demands integrated thinking and specialized execution. Our transformation into Cheil SWA Group is a natural evolution of our capabilities, allowing us to offer clients seamless access to world-class expertise across every touchpoint of the consumer journey," Carlos LimSeob Chung, President and CEO of Cheil SWA Group said.

Over the past few years, Cheil has expanded through strategic acquisitions to position itself at the intersection of creativity, technology and business strategy. With its latest restructure, the group is targeting aggressive growth across sectors while also attracting top industry talent.

Cheil India transforms into Cheil SWA Group

Publicis Groupe announces the acquisition of Adopt, a global agency that drives brand connection by fusing creativity with sport and culture. Adopt was co-founded in 2021 in Portland, OR, by former Nike executives David Creech and Josh Moore, along with Rich Paul.


Adopt specializes in helping marketers modernize through brand strategy; brand design and identity; and the development of products, experiences and solutions, stated the company in a statement.


“Sport is the greatest force in the world today -- driving culture, commerce, connection, and community,” Paul said. “The talent I saw in David and Josh combined with their experience in sport culture led me to believe we could take that and use it to make a real impact for global brands. They have world-class expertise, and it’s proving out already based on Adopt’s major growth trajectory which has skyrocketed in just four years.”


Adopt will continue to be led by Creech and Moore. Adopt will sit within Publicis Connected Media, supercharging its existing capabilities spanning media, data, digital, commerce, CRM, influencer and more.


Prior to co-founding Adopt, Creech spent nearly two decades at Nike where he served as VP of Global Brand Creative and VP of Design for Jordan Brand, working with some of the world’s most iconic athletes including Kobe Bryant, LeBron James, Michael Jordan, and Tiger Woods to help craft their brands, and leading creative for Nike’s presence at global events like the Olympics and World Cup.


Moore has concepted and driven innovative products and programs for brands such as Nike, Apple and Google where he helped pioneer digital innovations such as the Nike SNKRS app and Nike Apple Watch, further added the company in its statement. He served in multiple leadership roles during his 12+ year career at Nike.


“Adopt is at the forefront of creativity, culture and human behavior – blending all three to deliver customer-centric brand strategies,” said Dave Penski, global chief executive of Publicis Connected Media. “Their deep and multi-faceted expertise is invaluable to all clients seeking to define and modernize their brand at the speed of culture.”


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Publicis acquires Adopt, a brand building company at the center of sport, athletes and culture

Rediffusion Kolkata has won the creative and strategic communications mandate for Prabhuji Pure Food, one of India’s FMCG brands in the traditional snacks and sweets segment.


Rediffusion will work closely with the Prabhuji team to build a strong and differentiated brand voice that stands for authenticity, quality, and cultural rootedness. As the brand prepares to scale its presence nationally and strengthen its consumer connect across evolving market segments, the agency has been entrusted with the end-to-end strategy, from brand positioning to integrated campaigns and content across media platforms. 


Shah Rukh Khan and Rashmika Mandhana are both the brand ambassadors for Prabhuji. 


Abhinav Agarwal, head of brand and marketing, Prabhuji Pure Food said, “Rediffusion came to us with a sharp understanding of our category, audience, and ambitions. We believe they are the right creative partners to help us shape the next phase of our journey – one that’s driven by both tradition and transformation. We look forward to working hand-in-hand to take Prabhuji into many more homes across India.”


Pramod Sharma, NCD, Rediffusion Kolkata, noted, “This is a brand with a powerful emotional quotient. Our creative approach will tap into that sentiment – creating stories that make people smile, crave, remember, and most importantly, connect.”


Asheesh Malhotra, executive director, Rediffusion, commented, “Prabhuji is more than just a food brand – it is a part of India’s cultural fabric. At Rediffusion, our job will be to honour this legacy while helping the brand speak to the evolving preferences of newer audiences. From traditional touchpoints to digital narratives, we aim to build a cohesive brand that is both beloved and future-ready.”


Sreeparna Gupta, head of Rediffusion Kolkata office, added, “We’re excited to take on this challenge. Our focus will be on helping Prabhuji build brand love not just through what it makes, but through what it means to its consumers – joy, comfort, festivity, and flavour that’s familiar yet fresh.”


The coming months will see the rollout of a new integrated brand campaign, packaging innovations, and digital engagement strategies designed to reinforce Prabhuji’s value proposition across India. Rediffusion’s mandate also includes helping the brand define its identity in Tier 1, 2, and 3 markets through locally nuanced messaging.


Read More:

Rediffusion Kolkata wins the creative mandate of FMCG brand Prabhuji

After stepping away from AKQA, the creative powerhouse he founded three decades ago, Ajaz Ahmed is setting his sights on redefining the future of creative agencies with the launch of Studio.One. 

The move comes just six months after Ahmed's high-profile resignation from AKQA in October 2024, a departure that was followed by several other senior exits. Now backed by private equity, Ahmed is building a new kind of agency, streamlined, agile and sharply focused on creativity and direct client partnerships. 

In contrast to traditional holding company structures like WPP, Studio.One is rejecting conventional models, including eliminating a dedicated HR department, a decision seen by many as a response to Ahmed's experiences during his transition out of WPP. “We’re building something different—agile, client-focused, and free from the constraints of conventional agency models,” Ahmed said in a statement.

Ahmed's new venture comes amid industry-wide questions about whether traditional agency networks can keep up with rapidly changing client demands. Sources suggest that tensions between Ahmed and WPP CEO Mark Read around AKQA’s strategic direction helped accelerate the split.

With the industry watching closely, Studio.One is expected to announce its first wave of client collaborations soon, fueling speculation that Ahmed could quickly reclaim a major presence in the global creative landscape.

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