Mitisha Mehta On How Aquatein Is Blending Fitness With Niche Targeting To Power Its Marketing Game; Fortnightly Social Media Updates From Instagram, Snapchat, X & More; 84 New Brands Advertised On TV In IPL 2025, As Per TAM Sports

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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 wellness is getting louder, Aquatein is taking the quieter, smarter route. In conversation with Co-founder Mitisha Mehta, Marketing Mind decoded how the protein water brand is skipping the usual muscle talk, leaning into lifestyle, and building slow but strong, one story at a time.

Next up, we have our fortnightly roundup of social media updates, a quick look at how your favourite platforms are evolving to offer smarter tools, sharper insights, and more engaging features. From new ad formats to creator-friendly updates, here’s everything brands and marketers need to stay in the loop.

The IPL continues to be a blockbuster stage not just for cricket, but for brands too. In the first 22 matches of the 2025 season alone, 84 new advertisers joined the action, with Parle Platina Hide & Seek topping the list, according to TAM Sports. The ad volumes jumped 7% compared to the same stretch last season.

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

• CarryMinati Co-Creates KFC India’s Saucy Popcorn For Its #BuyOrCry Campaign

• Rinku Singh Joins BeastLife As Brand Ambassador

• Nykaa Brings Bollywood Nostalgia & Meme Icons To Its 13th Birthday Bash

• EbixCash & Via.com Launch ‘Miss Mat Kar, Ebix Kar’ Campaign For T20 Cricket Season

• Taapsee Pannu Joins Nivea As India’s First Global Ambassador

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• McCann Worldgroup India Elevates Kamal Basu To Executive Director & Chief Growth Officer

• Divya Agarwal Moves On From Creativeland Asia As Chief Strategy Officer

• Deepak Luthra Joins JioStar As Revenue Head- Branded Content For Entertainment Vertical

• Aruna Shankaranarayanan Moves On From Intel Corporation As Media & Marketing Innovation Lead

• Vishal Jacob Joins Choreograph India As President AI & Digital Solutions

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