Home Credit India's Ashish Tiwari On Marketing To The Next Billion Users; Frodoh's Russhabh Thakkar On CTV & Data-Led Brand Strategy; India Ends Cannes Lions 2025 With 32 Metals

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Dear Reader

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

As India’s lower-middle class grows more digitally and financially confident, Home Credit India’s Great Indian Wallet Study 3.0 has unpacked evolving consumer mindsets- from rising UPI use and income shifts to a deeper need for trust and financial literacy. In an exclusive conversation, CMO Ashish Tiwari shared how these insights are driving marketing, segmentation, and product innovation.

Coming to this week’s authored piece, Russhabh R Thakkar, Founder and CEO of Frodoh, explored how Connected TV is evolving from a reach-based medium into a performance-driven ecosystem. From data clean rooms and behavioural signals to outcome-led media planning, he delved into why CTV is no longer just about impressions- it’s about accountability, action, and conversion.

As Cannes Lions 2025 recently wrapped up, India closed its run with a total of 32 Lions- up from 18 last year- marking a strong creative showing on the global stage. BBDO India added a Silver in the Sustainable Development Goals category for Ariel’s decade-long #ShareTheLoad campaign on Day 5, while FCB India led the tally with nine wins, including a Grand Prix for its Indian Railways campaign ‘Lucky Yatra’.

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

Checkout:
Satire, Sentiment & A Splash Of Style: These Campaigns Had It All

• CLEAR Forays Into E-comm, Q-comm; Partners With Amazon, Zepto, Blinkit & Instamart

• IPL 2025 Draws 1 Billion Viewers Across TV & Digital: JioStar

• Zuno Appoints Hashtag Orange To Drive Internal And External Communications 

• Drop Derogatory References To Surf Excel From Ads: Delhi HC To Ghadi Detergent

• Symphonies Life Unveils New Brand Identity With VOLUME

• Saumya Agarwal Appointed As Vice President – Madison Media Plus

• The Script Room Appoints K Ramakrishnan As Independent Director

• Dot & Key Skincare’s Ankita Bharadwaj Joins Haleon As Performance Marketing Lead

• Schbang’s Dhwani Shah Joins Symmetrics As Managing Director

• Gayatri Palande Joins Skechers As AGM-Marketing & VM

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