MAM
Admatazz bags the integrated marketing mandate for Anupam Stationery
Mumbai: Admatazz, a Mumbai-based digital agency that uses creative, technology and media has won the integrated marketing mandate for the brand Anupam Stationery. Anupam Stationery is a prominent and established name in the paper stationery industry, recognised for its evergreen craftsmanship and commitment to quality.
The brand, incorporated in 1973, holds a rich legacy over more than 5 decades, and till date has continued to be the preferred choice for those looking for reliable and innovative stationery products.
As part of the mandate, the agency will amplify the brand’s presence and drive customer engagement across various social media channels along with using new age technology like Gen AI.
Speaking on the account win, Admatazz founder and chief strategist Yash Chandiramani said, “We are honored to be entrusted to enhance the digital and social presence for Anupam Stationery. The brand has a remarkable legacy, and we are excited to bring forth innovative campaigns that capture the essence of the brand and its commitment to quality writing experiences.”
Anupam Stationery director Vinod Manilal Gala added, “In today’s time we need a partner who can help us connect to the younger audience in a language they understand and value. We found the right synergies with Admatazz as they are known to work with the millennial and Gen Z audiences. We look forward to our association with them and aim to nurture a long and fruitful relationship.”
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.
