MAM
Schbang announces key appointments to senior leadership team
Mumbai: In announcement of two key appointments, marketing solutions agency Schbang on Friday introduced Amisha Gulati as vice president – integrated solutions, and Sharmeen Indorewala as head of new business, especially for its technology transformation service.
Gulati was previously associated with Zee5 as the marketing manager. At Schbang, she will report to co-founder and CEO Akshay Gurnani. She comes with ten years of industry experience with stints at organisations such as The Glitch, Spark Eighteen Lifestyle, and Vyas Gianetti Creative.
Gulati said, “Schbang has done a fantastic job in the short six years and I am very excited to be part of its trailblazing journey. Work doesn’t feel like work when you are living your passion. Fueled by such passion, I aim to bring about Impact in society – through the company, its clients and my team. Hence, it’s my endeavour to build teams and work that deliver value and that we are proud of, at Schbang,”
Indorewala will report to Schbang’s co-founder and chief technology officer Sohil Karia. She joins from Proof Analytics (a Schbang partnership) where she was the head of business. Prior to that, she was also the founder and CEO at The Parfait Co. At Schbang, she will responsible for growth strategy and new business development for the technology vertical.
Indorewala said, “My prior business experience working with startups like The Parfait Co. and Proof Analytics has enabled me to work towards the company goal of building out the technology transformation division while showcasing our deep research and consultancy capabilities, our consumer-centricity focused skills, with a keen eye on brand meditation as well as our established and rapidly growing tech department under Sohil’s leadership.”
Speaking on the new development, Schbang founder Harshil Karia, said, “It is great to see our leadership team strengthen with both Sharmeen and Amisha, extremely strong women with varied and diverse experience. They are bringing in with them an entirely new perspective to the leadership at Schbang. Sharmeen growing our technology transformation and Amisha to bring in depth of strategy to our work, both will act as pillars for Schbang as we grow. Both of them will help in strengthening our offering to companies and groom our strong talent pool of over 600 Schbangers.”
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.
