MAM
AdLift wins creative mandate for PayU India
MUMBAI: AdLift has been named PayU India’s creative advertising agency following a multi-agency pitch. PayU is India’s leading online payment solutions provider for businesses, with cutting-edge and award-winning technology.
AdLift’s expertise in creating innovative, engaging, and targeted campaigns will help PayU to further increase its digital customer footprint.
“We are confident that AdLift has the skills and expertise to drive creative campaigns for the effective communication for our payment solutions,” said PayU India country head, small and medium businesses Noopur Chaturvedi.
AdLift co-founder and ceo Prashant Puri added: "PayU is a brand synonymous with innovation in payment solutions and we are delighted that AdLift has been entrusted with the next stage of its creative transformation."
Founded in 2009, AdLift is a global digital marketing agency specialising in ROI-driven niche marketing solutions. At AdLift, the mission is to provide clients with personalized, expert search, and social marketing solutions, helping them drive maximal advertiser value. Today, AdLift has an impressive portfolio of clients ranging from start-ups to reputable brands, including several top players in the Fortune 100 list. In just over a decade, AdLift has partnered with more than 250 brands, including ICICI Lombard, Airbnb, Max Life Insurance, Shopify, Fortis Healthcare, Axis Bank, Jaquar, Bausch & Lomb, Luminous and Tata AIG to deliver innovative campaigns across multiple platforms.
PayU is India’s leading online payment solutions provider and serves more than 3,50,000 merchants with 70+ local payment methods and is the preferred payments partner for nearly 60 per cent of the e-commerce merchants, including all leading e-commerce companies and a majority of airline businesses.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
