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Omnicom Group Inc. is accelerating its push into artificial intelligence (AI), with CEO John Wren and Chief Technology Officer Paulo Juveienko outlining a sweeping vision to embed AI into every facet of the company’s operations and client services. 

Speaking during the Q2 2025 earnings call, Wren reiterated that Omnicom’s transformation isn’t just about efficiency, it’s about unlocking entirely new creative and commercial opportunities.

“Our long-standing strategy has always been rooted in the belief that data and technology supercharge creativity,” said Wren. “In today's world, especially with the rise of generative AI, breakthrough creativity is more valuable than ever.”

Read more: <a href="https://www.storyboard18.com/advertising/theres-a-genuine-sense-of-anticipation-omnicom-ceo-john-wren-says-ipg-merger-is-on-track-as-optimism-grows-among-clients-and-shareholders-74795.htm">"There's a genuine sense of anticipation": Omnicom CEO John Wren says IPG merger is on track as optimism grows among clients and shareholders</a>


Effective July 1, Omnicom reorganized its key data and tech assets, including Omni, OmniAI, Artbot, and Flywheel Commerce Cloud—into a new end-to-end platform organization. The restructured unit is being led by Duncan Painter and will be further enhanced by IPG’s data businesses, Kinesso and Acxiom, once the pending merger closes later this year.

Paulo Juveienko provided an inside look into how Omnicom’s proprietary datasets and generative AI strategy are reshaping the company’s workflows. “We’re deploying agentic frameworks throughout the organization. 

Rather than isolated AI tools addressing individual tasks, we can now orchestrate intelligent agents across campaign life cycles, simultaneously analyzing data, optimizing strategies, and refining creative elements. This capability is powered by proprietary data and institutional knowledge, democratizing access to our industry-leading consumer intelligence, encompassing behaviors, demographics, cultural insights, and transactions."

This is allowing Omnicom’s creative and media teams to scale mass personalization.

Juveienko shared that back in 2022, the holdco made the strategic decision to be an early adopter of generative AI, recognizing the transformative potential ahead of many of its competitors and clients. "Initially, our focus was on the obvious applications, using generative AI for ideation and content creation and copy generation, as well as distilling insights from audiences. These delivered immediate productivity gains, but they represented only the first phase of our AI strategy.

What is driving the latest phase of our continuous transformation has been the development and deployment of our agentic framework. Over the last year, we have been aggressively and systematically rolling out AI agents throughout our workflows, where we can deploy multiple AI agents that collaborate seamlessly to deliver comprehensive solutions."

Read more: <a href="https://www.storyboard18.com/how-it-works/omnicoms-john-wren-downplays-client-loss-concerns-amid-ipg-deal-tariff-uncertainty-62430.htm">Omnicom's John Wren downplays client loss concerns amid IPG deal, tariff uncertainty</a>


Wren also pointed to a growing appetite among clients to reinvest in marketing when AI-powered tools can demonstrate measurable ROI. “If I ask you to spend a dollar, but I can prove to you that you're gonna get $2.20 back for it, you're gonna reinvest that money,” Wren said. “And the more of those scenarios there are, the more comfortable clients are going to be spending more.”

Juveienko also dismissed fears that tools like Google’s VO3 or OpenAI’s Sora would threaten agency margins. “We integrate early access to all major models and embed them within our workflows. These technologies are helping our teams explore creative territories they’ve never reached before.”

From health campaigns to CPG launches, Omnicom's AI capabilities are now extending across all verticals, driven by proprietary data, speed, and personalization.

Read more: <a href="https://www.storyboard18.com/brand-marketing/global-ad-giant-omnicom-lowers-organic-growth-outlook-amid-economic-uncertainty-62385.htm">Omnicom's John Wren on IPG deal: 'No fear of losing (clients) because of the transaction'</a>


“In every transformation cycle, the expectation of consumers evolves faster than brands can respond,” Wren said. “AI helps us close that gap—and that’s a massive opportunity.”





“AI is supercharging creativity”: Omnicom CEO John Wren bets big on agentic AI to fuel next phase of growth

Zomato's latest commercial isn't just about food - it's about effort. Or at least, that's what founder Deepinder Goyal wants you to believe.

In a cinematic new spot featuring Bollywood star Shah Rukh Khan, music maestro AR Rahman, cricketer Jasprit Bumrah, and Olympic boxer Mary Kom, the food delivery giant has traded its usual flavour of quick bites and quirky delivery humour for something more profound: the hustle behind greatness.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-makers/this-isnt-an-ad-deepinder-goyals-shares-new-zomato-ad-ft-srk-ar-rahman-jasprit-bumrah-watch-74564.htm">“This Isn’t an Ad.” Deepinder Goyal shares new Zomato ad ft. SRK, AR Rahman, Jasprit Bumrah,: WATCH</a> 

"This isn't an ad. It's a belief in effort over everything else," Goyal wrote on X, adding, "We're not here to celebrate the stars, but the fire that built them."

The ad dropped like a motivational montage - and the internet had opinions.

While some praised the creative ambition and high production value, others weren't quite sure what was being served.

“Zomato making Nike level content,” quipped one user, likening the tone and treatment to a sports brand’s inspirational playbook.

“Still trying to guess the insane amount of money you guys pumped into this ad,” wrote another, referencing the star-studded lineup and sleek visuals.

One viewer, while appreciating the cast, felt the connection to the brand missed the mark: “Not being a party pooper but honestly completely missed the intention of this ad. Seemed more like an ad for Nike or Under Armour rather than Zomato. Personally for me the intent vs execution missed a mark here.”

And then there were those who saw themselves - or at least their dinner dilemmas - in the message. "The real hustle for me is deciding which dish to order, harder than deciding my JIRA tickets," joked one user.

Check out more reactions:

<blockquote class="twitter-tweet"><p lang="et" dir="ltr">Maalik <a href="https://twitter.com/iamsrk?ref_src=twsrc%5Etfw">@iamsrk</a> brand endorsements badhti jaa rahi hai aapki. Issi ke saath movie announce kar do?. Good advertisement. <a href="https://t.co/MsJpaQrPFS">https://t.co/MsJpaQrPFS</a> <a href="https://t.co/RxUohyS5U3">pic.twitter.com/RxUohyS5U3</a></p>&mdash; Seeker (@SeekerJug) <a href="https://twitter.com/SeekerJug/status/1945030843463872761?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Jitna paisa ad bnanae mai lagaya hai ..<br><br>Utne ka aadha agr food discount dete or khte post it on social media to get more _% off .<br><br>Then it could be more beneficial .</p>&mdash; Sourabh (@vellasrv) <a href="https://twitter.com/vellasrv/status/1945031476183228869?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Zomato cooked with this ad and bringing 4 legends together ????</p>&mdash; sohom (@AwaaraHoon) <a href="https://twitter.com/AwaaraHoon/status/1945034288044318952?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">The only place hunger has taken indians is towards obesity, diabetes and zomato has been an enabler</p>&mdash; avinash (@avinash00953926) <a href="https://twitter.com/avinash00953926/status/1945103345007411702?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Not sure since when eating outside food has started fuel one’s hustle ?.<br>Government looking at putting health warning on samosa and jalebi should first ask Zomato and Swiggy to have health warning while taking food orders.</p>&mdash; Amit Jaiswal (@AmitJai84132320) <a href="https://twitter.com/AmitJai84132320/status/1945046227004862849?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="hi" dir="ltr">Red chilies main kya pakkk rha hai woh bhi bata do.<a href="https://twitter.com/iamsrk?ref_src=twsrc%5Etfw">@iamsrk</a></p>&mdash; A+ (@SRKtweet3) <a href="https://twitter.com/SRKtweet3/status/1945033017870717400?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">this is so off brand? and it makes zero sense? <a href="https://t.co/Vg4hmNIQWS">https://t.co/Vg4hmNIQWS</a></p>&mdash; Harihar (@harihar_goswami) <a href="https://twitter.com/harihar_goswami/status/1945033444318151136?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Wannabe Nike copy just to sell biryani at exorbitant prices <a href="https://t.co/kJeZydEnOZ">https://t.co/kJeZydEnOZ</a></p>&mdash; Ebuka (@iamsportsgeek) <a href="https://twitter.com/iamsportsgeek/status/1945047461669556247?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="hi" dir="ltr">Bhai , delivery app hoke itta kya gyan de rha hai? Tu toh khud banata bhi nhi hai khana... <a href="https://t.co/JzmBUux8dI">https://t.co/JzmBUux8dI</a></p>&mdash; Satyam (@Satyam_pj) <a href="https://twitter.com/Satyam_pj/status/1945149357726024088?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/zomatos-fuel-your-hustle-campaign-highlights-the-real-ingredients-for-success-74689.htm">Zomato's 'Fuel Your Hustle' campaign highlights the real ingredients for success</a> 

Zomato drops new star-studded ad, sparks mixed reactions online

In a major development for the global advertising and marketing services industry, Omnicom Group Inc. CEO John Wren confirmed that the company’s acquisition of Interpublic Group (IPG) is entering its final phase, with regulatory clearance secured in 13 of the 18 jurisdictions needed for closure.

“We remain fully on track to complete the transaction in the second half of this year,” Wren said during the Q2 2025 earnings call. “Phil and I have continued to speak with our clients and our people. The response has been overwhelmingly positive. There's a genuine sense of anticipation and excitement about the opportunities our combined company will create that has only intensified as we approach the closing.”

While the largest remaining approval is pending from the European Union, Wren expressed little concern. “Getting through the United States was probably the biggest hurdle… and I think a lot of these remaining governments look to see the US has approved it before they finalize whatever their decisions are,” he said. “We're pretty damn confident that we're well along in the process.”

Read more: <a href="https://www.storyboard18.com/how-it-works/with-cci-nod-omnicoms-acquisition-of-ipg-gains-momentum-but-not-without-roadblocks-ahead-68829.htm">With CCI nod, Omnicom's acquisition of IPG gains momentum, but not without roadblocks ahead</a>


"Contrary to the early speculation that the transaction might distract our professional staff, our agencies remain fully focused on delivering exceptional service to our clients and securing new business" Wren noted, highlighting that recent wins for the ad holdco include Under Armour, Bimbo Global, and ASDA.

The executive also pointed out that effective July 1, Omnicom Group Inc. reorganized most advanced data and technology assets: Omni, OmniAI, Artbot, and the Flywheel Commerce Cloud into an end-to-end platform organization to drive its strategy forward. "This move is designed to directly support our clients' marketing and commercial ambition while accelerating our own growth trajectory."


<strong>Integration moves ahead; restructuring begins</strong>


To prepare for the IPG integration, Omnicom incurred $89 million in Q2 repositioning costs. CFO Angelastro added, "As we get closer to closing the acquisition of IPG, we'll be evaluating ways to accelerate savings opportunities prior to the closing date. We continue to expect to achieve our cost savings target of $750 million." 

Wren noted that the groundwork for integration is already well underway: “Where we have to reorganize ourselves to make it easier to ingest our new colleagues, that's what we're doing.”


Read more: <a href="https://www.storyboard18.com/how-it-works/omnicoms-john-wren-downplays-client-loss-concerns-amid-ipg-deal-tariff-uncertainty-62430.htm">Omnicom's John Wren downplays client loss concerns amid IPG deal, tariff uncertainty</a>


Angelastro also highlighted that recent restructuring and cost optimization are already reflected in the company’s margin guidance for the year. 

Additionally, Flywheel, a strategic commerce asset Omnicom acquired in 2024, “continues to perform well,” and is expected to unlock even greater synergies when introduced to IPG’s CPG-heavy client base.


<strong>Financials show stability, media and AI lead growth</strong>


Omnicom reported a solid Q2 performance despite global macroeconomic uncertainties. Organic growth was 3%, driven by strong 8% growth in media and advertising, 5% in precision marketing, and 3% in experiential. Adjusted non-GAAP EBITDA rose 3.7% to $613.8 million, with a steady margin of 15.3%. Adjusted diluted EPS grew 5.1% to $2.05.

“In an uncertain market, our performance through the first half was solid,” said Angelastro. “As we begin the second half, less uncertainty in the macro environment may allow marketers to normalize spending levels.”

The company expects to maintain organic growth between 2.5%–4.5% for the full year, and aims to raise EBITDA margins by 10 basis points over 2024’s 15.5%.

Read more:<a href="https://www.storyboard18.com/advertising/consolidation-or-collision-how-ad-lands-mergers-create-crisis-of-overlapping-of-leadership-roles-68180.htm"> Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles</a>


While public relations and healthcare saw declines, Omnicom’s media business remained a standout performer. “Media is probably the strongest area within the industry,” said Wren. “Our media products get more and more sophisticated every single day… If I ask you to spend a dollar, but I can prove to you that you're gonna get $2.20 back, you're gonna reinvest that money.”

He added that proof of return on investment continues to make clients more confident in increasing their spending, especially in digital and AI-driven activations.


<strong>AI builds Omnicom’s future</strong>


Omnicom has also doubled down on artificial intelligence as a key growth engine. The company recently reorganized its top-tier data and tech platforms, Omni, OmniAI, Artbot, and Flywheel, into a single platform organization led by Duncan Painter. This infrastructure will be further enhanced by IPG’s data assets, including Acxiom and Real ID.

“Our long-standing strategy has always been rooted in the belief that data and technology supercharge creativity,” Wren said.

Chief Technology Officer Paulo Juveienko emphasized that Omnicom’s AI agentic framework is already delivering measurable impact. “We are incorporating generative AI agents into every stage of campaign lifecycles,” he said. “From synthetic focus groups to predictive campaign scoring and real-time market simulations, our teams now have access to tools that allow them to operate with intelligence embedded into every decision.”

He also highlighted how in the holdco's health group, the teams have been able to create a multi-agent reasoning engine that helps in recalibrating campaigns and assets at significantly greater speed when the market conditions change by simulating market scenarios, modeling stakeholder responses, and synthesizing existing signals.

Responding to concerns that rapid AI advancements might cannibalize agency revenue by enabling clients to do more with fewer resources, Wren offered a clear perspective, “We're not caught in time, incapable of changing our compensation models... Our models will increasingly shift to outcomes, however defined.”


Read more: <a href="https://www.storyboard18.com/brand-marketing/global-ad-giant-omnicom-lowers-organic-growth-outlook-amid-economic-uncertainty-62385.htm">Omnicom's John Wren on IPG deal: 'No fear of losing (clients) because of the transaction'</a>


He reinforced that Omnicom’s AI investments aren’t just driving efficiencies, they’re unlocking new levels of creativity and scale. “...with every technological revolution, the expectations of consumers typically moving faster than brands can keep up with. And the only way that brands can keep up is to create more personalized content that can deliver on what they're trying to ultimately sell. So with that, there's more and more content that needs to be created and generated. So it's not necessarily about creating the same content for cheaper. It's about being able to create more content to drive true mass personalization at scale."


<strong>Clients look beyond tariff fears</strong>


Addressing macro concerns, particularly around tariff threats that dominated headlines earlier this year, Angelastro was candid. “I didn’t hear the word ‘tariff’ once” at this year’s Cannes Lions Festival, where he interacted with thousands of professionals, marketers, and tech leaders. “People were looking past this current situation to the future… It was kind of refreshing.”

Angelastro added nuance: “Some (clients) paused a little when the first round of tariffs came out… others pulled forward investment. It depends on their industry, geography, and strategy.”

Wren concluded saying that the Trump administration hasn't issued final guidelines nor conclusions about some key markets that its clients operate in, so it business as usual for the most part. "... there's a little bump in the road someplace, it's nothing more than just that."

With strong financials, robust AI infrastructure, and media momentum, Omnicom is entering the final lap of its historic merger with IPG from a position of strength. 

"There's a genuine sense of anticipation": Omnicom CEO John Wren says IPG merger is on track as optimism grows among clients and shareholders

Sapphire Foods India Ltd, the operator of KFC, Pizza Hut, and Taco Bell outlets across India and Sri Lanka, ramped up its advertising and marketing investments to over ₹1,367.06 crore in FY2024–25 compared to ₹1,155.16 million for the financial year 2023-24, an estimated 4.7% of its annual revenue — as part of its strategy to boost brand visibility and revive consumer demand.

The move came amid a challenging consumption environment marked by weak same-store sales growth and growing competition from digital-first and cloud-kitchen players. Despite this, Sapphire delivered 11% growth in revenue from operations, rising to ₹28,818 million.

According to its annual report, a significant chunk of the increased marketing outlay was directed toward Pizza Hut, where the company doubled its spend on TV, OTT, digital, and outdoor platforms. This investment helped lift average daily sales per store from ₹41,000 to ₹48,000 during the first three quarters. However, a pullback in mass media advertising in Q4 caused a dip in sales to ₹42,000.

The KFC brand also benefited from high-decibel campaigns such as "Taste The Epic", along with value offerings priced at ₹99, ₹149, and ₹399. The company focused on expanding its fried chicken appeal to new users, with targeted ads across weekday lunch and late-night consumption slots.

Despite top-line growth, margins were under pressure. Pizza Hut’s restaurant EBITDA margin fell to 2.4% from 4.9% a year ago, while KFC margins dropped by 240 basis points to 17.3%. Management attributed this to negative operating leverage and deliberate over-investment in brand-building, particularly for Pizza Hut.

“We intentionally exceeded our contractual ad obligations to rebuild the Pizza Hut brand. This is a long-term bet,” said Sanjay Purohit, Group CEO, adding that the brand's relevance and customer experience metrics have begun to show improvement.

The company, which operates 963 restaurants across KFC, Pizza Hut, and Taco Bell in India and Sri Lanka, posted a consolidated net profit of ₹167 million, down from ₹520 million in FY2023–24. The profit before tax also declined steeply to ₹231 million (from ₹699 million), as operating costs surged  

Sapphire’s revenue from operations rose to ₹28,818.6 million in FY25 from ₹25,942.8 million the previous year. However, EBITDA growth slowed to just 4% (₹4,925 million), and adjusted EBITDA actually declined 4% to ₹2,616 million, bringing the adjusted EBITDA margin down to 9.1% from 10.5% last year.

Margins came under pressure particularly in the Pizza Hut business, where restaurant-level EBITDA fell to 2.4% from 4.9%. Same-store sales for Pizza Hut shrank 1%, while average daily sales per store stagnated around ₹46,000. In contrast, KFC continued to outperform, delivering 11% revenue growth and 17.3% restaurant EBITDA margin, albeit with a 240 bps drop due to increased delivery mix and cost pressures.

Sapphire’s leadership remains bullish on long-term QSR potential in India and Sri Lanka. The company has laid out plans to maintain its expansion trajectory with 60–80 new restaurants per year, especially in Tier 2/3 cities, while strengthening its digital capabilities, operational efficiency, and menu innovation.

With a stabilizing macroeconomic backdrop, increased disposable income, and cooling food inflation, management expects a potential rebound in discretionary spending — which could support recovery in margins over the next 12–24 months.

“While FY25 was a year of compressed profitability, we’ve strengthened brand equity, restaurant network, and our operating platform to drive sustainable growth going forward,” Purohit said.

<a href="https://www.storyboard18.com/brand-marketing/kfc-indias-daily-sales-plummet-6-4-per-store-in-fy25-genz-becomes-new-marketing-focus-73240.htm">Read More: KFC India's daily sales plummet 6.4% per store in FY25; GenZ becomes new marketing focus</a>

<a href="https://www.storyboard18.com/agency-news/kfc-india-in-the-hunt-for-a-social-first-agency-57080.htm">Read More: KFC India in the hunt for a 'social first agency'</a>

KFC, Pizza Hut operator Sapphire Foods spent ₹1,300 cr on advertising in FY25

Mankind Pharma significantly expanded its advertising and sales promotion expenditures in FY2024–25, investing ₹755.36 crore—a sharp increase from ₹600.75 crore in the previous fiscal year. The 25% surge in advertising spend reflects the company’s aggressive push to deepen brand equity and visibility across both urban and rural markets.

The pharmaceutical giant, known for its diverse range of offerings from prescription drugs to consumer healthcare products like Manforce Condoms and Prega News, amplified its marketing strategy with bold digital-first campaigns, celebrity endorsements, and culturally resonant storytelling. These efforts targeted national and regional audiences alike, with a focus on younger demographics and women-centric outreach.

<strong>Among the key highlights:</strong>

Manforce Condoms leveraged topical events like April Fool’s Day and elections to drive humorous, viral content and spark youth engagement.

Prega News focused on emotionally driven narratives and grassroots initiatives such as rural educational drives and WhatsApp-based support communities.

Gas-O-Fast and HealthOk campaigns included mass sampling at high-footfall locations such as the Kumbh Mela, expanding both trial and awareness.

Mankind’s strategic shift toward investing heavily in advertising aligns with the company’s broader goals of building dominant consumer brands and transitioning OTC products to household names. This brand-forward strategy is particularly relevant as the Indian consumer healthcare market is projected to grow at a 9–10% CAGR between FY2024 and FY2029, driven by increasing awareness, retail expansion, and self-medication trends
.
The increased advertising allocation was part of a broader ₹3,008 crore total expenditure under other operating costs in FY2025, reflecting Mankind Pharma’s commitment to long-term brand-building despite macroeconomic pressures. 

The company’s revenue rose by 19% year-on-year to ₹12,207 crore, supported by robust growth across its prescription and consumer healthcare segments. Profit after tax came in at ₹2,007 crore, registering a modest 3.4% increase despite the additional burden of finance costs arising from new borrowings. Adjusted EBITDA rose 25% to ₹3,159 crore, with margins expanding to 25.9%, indicating efficient cost management amid integration efforts.

Despite the higher leverage, management remains confident that the strategic investments will yield long-term value. The company’s position as India’s fourth-largest pharmaceutical firm by value, coupled with expanded capabilities in fertility, critical care, and biologics, suggests that Mankind Pharma is evolving rapidly into a diversified healthcare powerhouse.
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Mankind Pharma’s advertising budget soars 25% to ₹755 crore in FY25

If someone told you a lesser-known cat food brand would one-up the marketing noise of March Madness, you'd roll your eyes and scroll on.

But that's exactly what Sheba - a relatively quiet name in the US pet food market - pulled off with one of the most bizarre, entertaining, and unexpectedly effective campaigns in recent memory: The Gravy Race.

<strong>Read More: </strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-tide-turned-internet-messes-into-marketing-gold-69533.htm">Global Ads Spotlight: Here's how Tide turned internet messes into marketing gold</a>

Let's start with the setup.

Sheba owned just 3% of the US cat food market, had little digital clout, and was launching a new product - Gravy Indulgence Entrees - whose biggest selling point was... 70% gravy. Not exactly viral material, right? 

Wrong.

Catfluencers + Sports Commentary = Marketing Gold

Sheba's agency, AMV, knew cat owners can't resist quirky, scroll-stopping content. So instead of going the emotional storytelling route like some competitors, they turned the launch into an event: a sports-style tournament featuring eight cat influencers, complete with play-by-play commentary from the legendary Ian Eagle.

<iframe width="560" height="315" src="https://www.youtube.com/embed/D4PFNnDS_qE?si=RObTTDSWn_K0WNcU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Yes, the same Ian Eagle who usually calls basketball games, now describing cats slurping gravy like it was the NBA Finals. 

Dubbed the Gravy Race, the campaign aired during March Madness, capitalizing on the sports frenzy but replacing slam dunks with slurp.

The results? Pretty nuts.

- 16.5 million organic views (yes, that's more than some March Madness games pulled)

- A tripling of online share of voice (from 8% to 25%)

- An 18% boost in sales

- Over 50% more value sales than projected for the year

Not bad for a campaign about cat food, right?

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-skipthedishes-cooked-up-a-smart-delicious-solution-to-inflation-74244.htm">Global Ads Spotlight: How SkipTheDishes cooked up a smart, delicious solution to inflation</a> 

<strong>Awards and Recognition</strong>

The ad world noticed too. The Gravy Race took home:

- A Grand Prix, Gold, and Bronze at the 2024 London International Awards

- A win at the D&AD Awards for Social Media Impact

It wasn’t just a cat video gone viral. This was a cleverly engineered cultural moment. The absurdity of cats racing for gravy, narrated like a Final Four showdown, tapped into what the internet loves most: unexpected mashups, pets, and parody-level commitment.

<strong>Why it Worked</strong>

This wasn't just marketing fluff with fur. Sheba's campaign hit the sweet spot between strategy and silliness. It didn't try to be heart-warming. It didn't try to tug on consumer guilt or love for pets. 

It just asked: What if gravy was as thrilling as basketball? And boy, did it work!

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-the-internet-was-wrong-and-this-campaign-made-it-right-74506.htm">Global Ads Spotlight: The Internet was wrong - and this campaign made it right</a> 

Global Ads Spotlight: Sheba's 'Gravy Race' was the most unexpected ad win of the year. Here's why

Zomato has launched its latest campaign, 'Fuel Your Hustle'. The ad film features an ensemble cast with names like Shah Rukh Khan, Mary Kom, AR Rahman and Jasprit Bumrah.  The film spotlights their journeys, marked by humble beginnings, and unwavering discipline.


The film features archival footage from their childhood and early days of struggle, bringing their stories to life.  It’s tied together by a music track by Kalmi (Nikhil Kalimireddy), best known for his hit “Big Dawgs”.


Fuel Your Hustle also spotlights the unseen hours and discipline of Rahman, and the relentless practice on and off the pitch of Bumrah.


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Sahibjeet Singh Sawhney, marketing head, Zomato, said, “This campaign is for a new generation of doers, a reminder that even the stars they look up to started small, stumbled, and kept going. It’s a cheer for the millions of Indians building something, following dreams, caring for loved ones and for themselves, even when it’s hard and no one’s clapping.”


“We’re rooting for those chasing what they care deeply about and showing up for it consistently. Food is just their fuel and we're glad to be a small part of their journey,” he added. 


Zomato has launched a 360-degree campaign across digital, outdoor, social media platforms, and print media.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/this-isnt-an-ad-deepinder-goyals-shares-new-zomato-ad-ft-srk-ar-rahman-jasprit-bumrah-watch-74564.htm">“This Isn’t an Ad.” Deepinder Goyal shares new Zomato ad ft. SRK, AR Rahman, Jasprit Bumrah,: WATCH</a>  

Zomato's 'Fuel Your Hustle' campaign highlights the real ingredients for success

WPP Media, formerly GroupM, has topped the billing chart and emerged as the top media agency group in India with $6.6 billion in billings in 2024, according to the latest Billings and Market Share report by COMvergence.

It was followed by IPG Mediabrands at $2.0 billion and Publicis Media at $1.7 billion in the same period, according to the report, which tracks agency-level billings across both global and Indian markets.

According to COMvergence, the total media market in India reached $16 billion, based on billings reported by 20 agency networks and two major independent agencies. 

Read more: <a href="https://www.storyboard18.com/advertising/wpp-cuts-profit-revenue-outlook-for-2025-on-tough-macro-weaker-new-biz-performance-73613.htm">WPP cuts profit, revenue outlook for 2025 as client spending slows amid tougher economy</a>


The 2024 report also highlighted strong growth in digital media, with digital ad spend hitting $6.8 billion, accounting for an average of 52% of total agency billings. This marks a notable increase from 42% in 2021, reflecting a 10-percentage-point rise over three years.

Among individual agencies, WPP dominated the top rankings. Mindshare led the pack with $2.6 billion in billings, followed by Wavemaker at $1.8 billion and EssenceMediacom at $1.7 billion. 

IPG’s Lodestar UM secured fourth place with $1 billion, while Madison Media, the leading independent agency in India, ranked fifth with $970 million in billings.

Globally, WPP Media topped the networks followed by Publicis and Omnicom Media. WPP Media incurred $64.6 billion in billings, followed by Publicis Media at $54.7 billion and Omnicom Media Group at $45.6 billion. Put together, the top three holding groups accounted for 71% of total global billings.

Read more: <a href="https://www.storyboard18.com/advertising/wpp-india-organizing-the-big-five-creative-media-digital-data-and-delivery-69615.htm">WPP India: Organizing the Big Five - creative, media, digital, data and delivery</a>


The data is for the January to December period in 2024. 

At the individual agency level, OMD led worldwide with $26.3 billion in billings, followed by EssenceMediacom at $24.6 billion, and Mindshare at $21.9 billion.

Read more: <a href="https://www.storyboard18.com/how-it-works/traditional-adex-under-pressure-as-tv-grows-by-1-print-down-by-3-in-2025-wpp-media-69820.htm">Traditional adex under pressure as TV grows by 1%, print down by 3% in 2025: WPP Media</a>



WPP Media agencies dominate India media billings with $6.6bn in 2024: COMvergence

Zomato founder Deepinder Goyal isn’t selling food. He’s selling the power of consistent effort. That's what he's trying to convey in the food delivery giant's latest star-studded commercial. The ad features Shah Rukh Khan, AR Rahman, Jasprit Bumrah, and Mary Kom. 

“This isn’t an ad. It’s a belief in effort over everything else,” Goyal wrote on X, capturing the attention of India’s young workforce, founders, parents and dreamers who hit ‘Place Order’ on Zomato in between meetings, deadlines or while putting their kids to sleep.

He added, “We’re not here to celebrate the stars, but the fire that built them,” he said. 

For Goyal, it seems, it’s a reminder that behind every late-night meal or morning chai order, there’s someone writing code, building a business, studying for an exam, or simply chasing a better life. Zomato’s role, Goyal notes, is to support these people, not distract them, as they show up for what they care about, every single day.

At a time when many brands try to shoehorn themselves into their customers’ personal narratives, Goyal’s post positions Zomato as an enabler rather than a hero. 

WATCH

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">This isn&#39;t an ad. It’s a belief in effort over everything else.<br><br>Every day, millions of Indians tap ‘Place Order’ on <a href="https://twitter.com/zomato?ref_src=twsrc%5Etfw">@zomato</a> in between their routines, responsibilities and dreams. Some are building startups. Some are raising kids. Some are taking a break.<br><br>Different stories, one… <a href="https://t.co/ObZ0XWJ7o8">pic.twitter.com/ObZ0XWJ7o8</a></p>&mdash; Deepinder Goyal (@deepigoyal) <a href="https://twitter.com/deepigoyal/status/1944980060663955579?ref_src=twsrc%5Etfw">July 15, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

“This Isn’t an Ad.” Deepinder Goyal shares new Zomato ad ft. SRK, AR Rahman, Jasprit Bumrah,: WATCH

Pan masala brands have sharply increased their focus on outdoor advertising (OOH), driving a ₹50-₹100 crore surge in spends over the past years — with the Delhi-NCR region emerging as a key battleground for visibility. According to industry insiders, Delhi and Noida alone account for nearly 20% of the total OOH spending by pan masala companies across India.

Backed by a robust metro rail network, arterial expressways, and high-footfall retail zones, Delhi-NCR now offers a versatile and expansive outdoor media landscape. Experts say this has positioned the region as one of the most attractive OOH destinations for advertisers looking to maintain high brand recall and visibility.

While exact OOH expenditures for pan masala brands aren’t publicly disclosed, experts reasonably suggest that 10–15% of a major brand’s ₹400–550 crore annual ad budget (i.e. ₹40–80 crore) is allocated to targeted, high-impact OOH campaigns during key periods with brands like Vimal, Kamla Pasand, Rajnigandha investing heavily in OOH campaigns.

“Delhi–NCR offers a rare combination of high-impact inventory, consistent urban footfall, and relatively lenient regional regulations, making it a sweet spot for pan masala advertisers,” said <strong>Divyaraj Shrivastava, Co-Founder & COO of Smartags Pvt. Ltd.</strong> “Unlike Maharashtra or Tamil Nadu, Delhi and Noida allow greater creative leeway, which pan masala brands are quick to leverage.”

Shrivastava said, “Pan masala brands collectively contribute upwards of ₹600–700 crore annually to India’s OOH ecosystem. Delhi and Noida together account for an estimated 15–20% of pan masala’s total OOH budget in India, as per insights from the Indian Outdoor Advertising Association (IOAA) and regional media planners.” 

The total market size of the pan masala category stood at ₹44,973 crore in 2023, and is expected to touch ₹62,067.7 crore by 2032, growing at a CAGR of 3.8%, according to IMARC. Industry observers note that as the category expands, advertising spend is rising in tandem.

A 2024 EY-FICCI report highlighted that Tier 1 city outdoor ad spends grew by 18% year-on-year, with NCR standing out due to its demographic advantage and infrastructure depth.

<strong>Dr. Yogesh Lakhani, CMD of Bright Outdoor Media</strong>, explained, "I believe, Delhi and Noida are important markets for pan masala brands due to their strong consumer base and strategic trade significance. The region’s urban layout—with high-traffic routes,  expressways, and metro connectivity—offers ample opportunity for impactful large-format outdoor visibility. Additionally, the NCR belt acts as a key distribution and retail hub, making OOH a useful tool to engage both consumers and trade partners. With multiple brands vying for attention in the same  space, visibility through outdoor media naturally becomes more competitive and prominent in these markets.”

Lakhani said “In my opinion, Pan masala brands are among the top spenders in the OOH sector, allocating an estimated ₹50 -100 crore annually nationwide. Their campaigns are consistent and high-impact,  often aligned with festivals, events, or movie tie-ins. Spending is distributed across static hoardings, transit media, airport branding, and increasingly, DOOH formats in major metros.

While OOH is a critical visibility tool, it’s often part of a broader media strategy. “Pan masala or related categories mostly use ambush marketing. OOH typically accounts for only around 10% of their total advertising budget, which is otherwise spread across TV, OTT, and on-ground activations,” noted <strong>Alok Gupta, Director at OOH agency Graphisads.</strong>

Still, within the OOH segment, the presence of pan masala brands is both prominent and persistent. Their campaigns often coincide with festivals, sporting events, and film releases, utilizing static hoardings, transit media, airport placements, and increasingly, digital OOH (DOOH) screens in major metros.

Experts suggest that with the pan masala market projected to cross ₹62,000 crore by 2032, outdoor advertising—especially in Delhi-NCR underscores a broader shift toward hyper-local, high-return media planning.

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