The Mavericks, India’s leading integrated marketing communications agency, has appointed Gaurav Tuli as Director - Digital & Tech, marking a pivotal move in its journey to deliver digital experiences that are seamless, smart, and deeply human.With over 16 years of cross-market experience across India and Canada, Gaurav brings a unique blend of sectoral depth spanning Auto, Healthcare, Pharma, QSR, FMCG, Banking, Aviation, Hospitality, Alcobev, Education, Electricals & Home Appliances, Beauty and CPG, and a vision rooted in insight-led, tech-forward storytelling. He has led campaigns for marquee clients like Bayer, Ford, Wendy’s, Jamie’s Italian, PepsiCo, Swaraj Tractors, Hyatt, InterGlobe, Oriflame, Luminous, and Himel to name a few, spearheading integration of innovative technologies into creative marketing campaigns, ensuring seamless execution, data-driven insights and enhanced stakeholder engagement.  In his new role, Gaurav will anchor The Mavericks’ digital offering, launching new service lines powered by Generative AI, predictive analytics, and automation, focused on helping brands stay discoverable, scalable, and contextually relevant in a digital-first world. While everyone is talking about Generative AI and its capabilities, Gaurav’s focus is on integrating AI with a strong layer of creativity and design thinking, ensuring that the solutions are not just efficient, but also emotionally resonant and tailored to client goals.“Integrated communications is about placing the audience at the very center of every strategy,” said Chetan Mahajan, Founder & CEO, The Mavericks India. “It’s no longer about channel-first thinking. It’s about orchestrating a cohesive experience across digital and traditional touchpoints. In the digital age, integration means being agile, real-time, and deeply contextual and Gaurav will be integral to building that connected, insight-led ecosystem for our clients.”For Gaurav Tuli, it’s not just about digital growth, it’s about reinventing how brands engage. “The intersection of data, technology, and creativity is where the most exciting things are happening. I’m excited to build AI-led offerings that go beyond automation - from Generative Engine Optimization (GEO) for AI discoverability, to predictive performance models and scalable content solutions that don’t rely on traditional production. These tools help brands move faster, listen smarter, and create more meaningfully. They’re not replacing creativity, they’re supercharging it” said Gaurav Tuli.As brands seek more cohesive, outcome-driven communication, The Mavericks continues to scale its integrated practice across strategy, advocacy, creative, and digital with a sharp focus on delivering real value, not just visibility. Gaurav’s appointment is a natural step in this evolution, reinforcing the agency’s ambition to challenge the status quo. At The Mavericks, bold thinking and strategic communication go hand in hand, a place where clients and people love to belong.

Pure-play management advisory The Mavericks India has won the integrated communications mandate for CHOSEN, a clinical-grade skincare startup dedicated to promoting overall well-being through innovative skincare solutions for Skin of Color, with a focus on Indian skin types. With a mission to redefine the way we approach skin health, CHOSEN is committed to revolutionising the skincare industry by understanding the molecular foundations of beauty and providing holistic solutions that ensure healthy and youthful longevity for all. The mandate includes strategic media outreach, integrated campaign planning and execution, and strategic counsel for the brand.  Founded in 2020 by Dr Renita Rajan, the brand addresses the unique challenges faced by individuals with Skin Of Color (SOC). Over the last 4 years, CHOSEN has developed a diverse range of skincare products, including cosmeceuticals, topical application products, and nutri-cosmetics. These products are specifically designed to address the unique needs of Indian skin types and are free from endocrine disruptors. The brand's commitment to innovation is evident in its ongoing development of new products, with 30 more slated for launch by the end of the coming year.Dr Renita Rajan, Founder, CHOSEN, said: ?Ç£We believe that true skin health goes beyond surface-level treatments. By combining clinical research, evidence-based medicine, and data-driven insights, we develop innovative skincare products that deliver long-term benefits. Our approach is rooted in understanding the root causes of skin issues and providing targeted solutions that promote overall well-being. In tandem, we?ÇÖd like for our marketing and PR efforts to go beyond the functionality, by helping consumers truly understand and embrace their skin-vestment journeys. You therefore need a partner who thinks alike and is equally driven by evidence-based innovation. We're happy to have partnered with The Mavericks as our strategic communication partner and are looking forward to changing the way Indian skincare storytelling is done.?Ç¥Chetan Mahajan, CEO, The Mavericks India, said: "We're thrilled to partner with CHOSEN, a brand that perfectly embodies our commitment to crafting compelling purpose-driven campaigns. Dr. Renita Rajan's innovative approach to skincare, rooted in evidence-based research, offers a unique opportunity to retell the true skincare story. CHOSEN?ÇÖs dedication to revolutionising the skincare industry aligns seamlessly with our values, and we're excited to contribute to their mission of promoting holistic skin health."