MAM
Essencemediacom bags Hero Motocorp’s unified media mandate in high-stakes agency showdown
MUMBAI: Essencemediacom India just pulled off a pitch win that’s revving up the media world. The GroupM-backed agency clinched the consolidated media mandate for Hero MotoCorp, emerging victorious in a multi-agency battle that involved five of India’s top networks.
For the first time, Hero MotoCorp—the world’s largest two-wheeler manufacturer—has handed its entire media portfolio to a single partner. The mandate covers Hero’s flagship range, its electric mobility arm VIDA, and its Harley-Davidson business unit.
Under the agreement, Essencemediacom will lead full-funnel strategy, planning and execution across both traditional and digital channels. The remit includes audience-first approaches, competitive intelligence, performance planning, and campaign automation through unified dashboards. The agency will also deliver tech-enabled creative solutions and integrated content models for a cohesive cross-functional execution.
“As Hero MotoCorp accelerates the journey towards its Vision, ‘Be the Future of Mobility’, Essencemediacom will play a pivotal role in driving media and data innovation to support its growth across core, premium, and electric segments,” the company stated.
Essencemediacom south Asia CEO Navin Khemka called the win “a moment of transformation”. He added, “This partnership brings together three iconic brands—Hero, VIDA, Harley-Davidson, each representing a unique facet of India’s mobility story. By blending deep market intelligence with platform innovation, we aim to drive transformational outcomes across categories, regions, and consumer segments for Hero”.
The win signals a strategic consolidation in India’s auto-media space, as brands seek integrated partners capable of scaling across formats and devices in a highly fragmented landscape. With mobility shifting toward electric and digital-first experiences, the race for full-service media dominance has clearly entered a new gear.
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.
