MAM
Puretech Digital appoints Parthiv Majmudar as vice president
Mumbai: Puretech Digital, the award-winning, full-service digital agency headquartered in Mumbai recently announced the appointment of Parthiv Majmudar as VP operations, delivery & client engagement. This strategic move underscores Puretech Digital’s commitment to its long-term vision and its holistic approach to growth.
Parthiv, an industry veteran with over 18 years of experience joins Puretech Digital from his previous role as VP – ecommerce at ManipalCigna Health Insurance. His distinguished career has been marked by a consistent track record of successfully building digital platforms and solutions up from scratch and scaling them using online channels and analytical insights. With a rich experience of business development, operations and demand generation, Parthiv has also held key positions at brands such as ICICI Prudential Life Insurance, Aditya Birla Sun Life Insurance, BankBazaar India.
Being a business funnel expert, Parthiv’s role at Puretech Digital will be to bring in the necessary integration across all service lines as a one team one experience framework for their clients and ensuring the team delivers highest quality of work with business impact.
Expressing his enthusiasm for his new role, Puretech Digital VP Parthiv Majmudar stated, “I am honored to join Puretech Digital and grateful to be part of building its growth journey. The agency’s reputation for excellence in the digital space is well-renowned, and I look forward to playing a key role in its continued success.”
Puretech Digital CEO Prashant Deorah commenting on the appointment shared, “Parthiv’s extensive experience and innovative mindset makes him a valuable addition to our leadership team. His experience and expertise will be instrumental in driving our agency’s growing business and deliver exceptional results for our clients. A lot of the innovation in our business lies in its delivery and operations. We want to continue to build on our robust operational excellence and deliver our promise.”
With its current initiatives, the agency is steadfast in realizing its vision of pioneering integrated and digitally adaptable solutions that bring significant value to clients.
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.
