MAM
Neil French, ad world trailblazer, dies at 81
MUMBAI: He lived life like one long headline: punchy, sharp and impossible to ignore. Neil French, the flamboyant British copywriter who rewrote the rules of Asian advertising and scandalised it in equal measure, has died in Majorca at 81.
French had been grappling with serious health issues, including back operations, a stroke and heart problems. His adopted son, Daniel, brought him home from hospital shortly before his passing.
Born in Birmingham in 1944, French’s journey to creative stardom was as unruly as his prose. Before entering advertising, he tried his hand at bullfighting, debt collecting and even managing heavy metal band Judas Priest. The only predictable thing about him was unpredictability.
His creative renaissance began in Singapore in the late 1970s, where stints at Ogilvy and Mather, Batey Ads and The Ball Partnership turned him into a regional powerhouse. His minimalist, long-copy ads won more than 500 awards and sparked a generation of imitators. His celebrated 1987 Chivas Regal ad, featuring an unlabelled bottle paired with the sly line “If you don’t recognise it, you’re probably not ready for it”, remains a masterclass in confidence.
Then came the 1993 XO Beer stunt, an April Fool’s prank so convincing that Singaporeans tried ordering a beer that did not exist. The fake ad swept awards and became agency folklore, proof of French’s belief that print could still cause a riot.
By the mid-1990s he was Ogilvy’s regional creative director for Asia, later becoming its worldwide creative director. In 2003 he took the same role at WPP, guiding creative output across some of the industry’s most influential networks.
Controversy followed him like a shadow. He resigned from WPP in 2005 after remarks about women in advertising sparked global backlash. He also staunchly defended the use of “scam ads” created mainly for awards, arguing they were pure creativity, a stance that split the industry down the middle.
Still, his champions were legion. Many credit him with lifting Asian advertising onto the global stage, teaching creatives to demand better briefs and better work. Tributes poured in as news of his passing spread. Jim Aitchison said French “put Singapore and Asian ads on the international map”. David Nobay called him a “punk” who reinvented copywriting. Barbara Levy remembered him as “a friend beyond advertising”. Others hailed him as a giant, a teacher, a troublemaker and a storyteller.
On social media, tributes captured his essence. Copywriter Derek Walker recalled French’s cardinal rule: people will read a long copy if it is interesting. Dominic Savio urged creatives to “think harder, write better, never compromise”. Anantha Narayan added a poetic farewell: “Neil French gone. The cigar turns to ashes.”
French’s memoir, Sorry for the Lobsters, and the World Press Awards, which he co-founded in 2006, remain part of his legacy. So do the countless creatives who cite him as an influence.
Survived by his son Daniel, French leaves behind a trail of bold ideas, bigger stories and a blueprint for copywriting that will echo for decades. His legend, much like his lines, refuses to fade.
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.
