Alok Arya On Why Equentis Chose Its Employees Over Influencers To Build Trust In Finance; Kotak Mahindra Bank's Kedarswamy Ravangave On Moving From Brand Storytelling To Brand Behaviour; A Glimpse Into Sachin Tendulkar's Brand Endorsement Journey On His 52nd Birthday

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Dear Reader

Welcome to another edition of 'Scoop', your bi-weekly dose of news from Marketing Mind!

In a world where influencer marketing often steals the spotlight, Equentis Wealth Advisory took a refreshingly bold turn, choosing its own employees as brand storytellers. In our in-depth conversation with Alok Arya, CMO of Equentis, he unpacked how this move shaped trust in finance, why real voices trump curated faces, and what’s next for this employee-first narrative approach.

In yet another insightful exchange, Kotak Mahindra Bank’s EVP-Marketing Kedarswamy Ravangave delved into how their latest campaign captured the country’s evolving spirit, how it aligns with Kotak’s brand philosophy, and connects meaningfully with audiences this IPL season. He also unpacked how the brand is moving from storytelling to behaviour, championing ambition through real stories, seamless service, IPL-fuelled engagement, and a human-first, content-led BFSI approach.

Next up, we have a throwback to the brand endorsement journey of none other than the Master Blaster himself. On the occasion of Sachin Tendulkar’s 52nd birthday, Marketing Mind has curated a special roundup of the iconic brands he’s endorsed over the years, each one a milestone in his legendary off-field innings.

To know it all, here’s our ‘Scoop’ of news, hot off the press & curated especially for you! Happy reading :)

• HUL’s Ad Spend Decline By 6.5% YoY To Rs 1,510 Crore In Q4 FY25 

• Google Scraps Cookie Phase-Out Plan In Chrome

• Techmagnate Wins Digital Mandate For Aviva Life Insurance

• DishTV Watcho Collaborates With RailWire To Launch OTT + Internet Bundles For West Bengal

• Parle Products Boosts Brand Recall By Positioning Itself As ‘Parle Marie’ In Latest TVC

• Livguard Appoints Sameer Nagpal As MD & CEO

• Infectious Advertising Onboards Siddharth Kumar As Creative Director

• MiQ Elevates Varun Mohan To Chief Commercial Officer In India

• Signify Appoints Kavita Dhanuka As Head – Brand Marketing Communications & Media, South Asia

• Wit & Chai Group Onboards Saurabh Sankpal As Chief Creative Head

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