New Delhi: vivo India has elevated Geetaj Channana to the role of chief corporate communications officer. Channana shared the update through a post on LinkedIn, where he wrote, “I’m happy to share that I’m starting a new position as Chief Corporate Communications Officer at vivo India!”

Channana has been with vivo India for over six years. Before taking on the new role, he served as head of corporate communications at the company since March 2020.

Prior to joining vivo India, he worked with MSL, part of Publicis Groupe, as vice president, technology communications. Earlier in his career, he held roles at firms including Text 100 and 20:20 MSL.

Channana also has a background in technology journalism, having worked with organisations such as NDTV, 9.9 Media, TV Today Network, IDG Media and CyberMedia earlier in his career.

New Delhi: British advertising group M&C Saatchi (SAA.L) confirmed on Monday that its chief executive, Zaid Al-Qassab, will step down effective March 31 after less than two years in the role.

Al-Qassab, who previously served as chief marketing officer at Channel 4, was appointed chief executive in 2024. During his tenure, he oversaw a restructuring of the business that consolidated more than 40 individual units into five integrated regional operations. The company also completed its first mergers and acquisitions in seven years during this period.

The announcement comes at a time when global advertising groups have faced slower client spending and delays in contract signings, as companies channel investment into areas such as artificial intelligence while navigating economic and geopolitical uncertainty.

As per the news reports, following Al-Qassab’s departure, the company said non-executive chair Heather Rabbatts will take on the role of interim executive chair. The group also confirmed that a formal search process for a new chief executive will begin.

New Delhi: Cleartrip, a Flipkart company, has announced the appointment of Pallavi Saxena as its new Chief Marketing and Revenue Officer (CMRO).

Pallavi joins Cleartrip from Flipkart, where she spent over a decade scaling multiple high-impact business categories. Most recently, she served as Senior Director, leading the marketing, revenue and customer growth function in Lifestyle. 

Manjari Singhal, Chief Growth and Business Officer, Cleartrip, said, “Pallavi joining us comes at an important phase for Cleartrip. Having spent over a decade at Flipkart, she deeply understands the ethos of building at scale, moving with speed and staying customer-first, which is core to how we operate. As we sharpen our focus on building a stronger, more differentiated travel brand, we need marketing and revenue to work more closely and with sharper accountability. Pallavi brings the right mix of data-led thinking, brand instinct and execution strength to help us unlock the next phase of growth.”

Pallavi Saxena, Chief Marketing and Revenue Officer, Cleartrip, added, “Cleartrip is at an exciting stage of its journey. Travel is becoming more experience-led and more competitive, and that calls for sharper storytelling, stronger brand recall and smarter revenue strategy. My priority will be to build an integrated marketing and revenue engine that puts the customer first, improving efficiency to fuel our next leg of growth. I’m looking forward to working with the team to take Cleartrip to its next chapter.”

New Delhi: Havas Media India has been appointed as the Media Agency on Record (AOR) for Modenik Lifestyle.

The agency has won the integrated media mandate, encompassing both online and offline media responsibilities.

Modenik Lifestyle is home to Enamor, the fashion lingerie brand, and Dixcy Scott, the innerwear brand.

As part of this partnership, Havas Media India will drive end-to-end media strategy, planning, and buying across the full spectrum of channels – including Television, Print, Radio, Cinema, Digital, Out-of-Home (OOH), Mobile, and BTL activations. 

The win is particularly significant for Havas Media India’s South market operations. The agency has been expanding its footprint across South India, building deep expertise in regional consumer behaviour, vernacular media, and hyperlocal targeting.

Shekhar Tewari, Chief Executive Officer and Executive Director, Modenik Lifestyle, said, “At Modenik Lifestyle, we are constantly evolving to meet the aspirations of the modern Indian consumer. As we accelerate our growth journey, we need a media partner who truly understands both the digital and traditional media landscape. Havas Media India brings exactly that – a sharp, data-driven approach combined with strong on-ground execution capabilities. We are confident this partnership will help us reach the right audiences at the right moments, and we look forward to building something truly impactful together.”

Mohit Joshi, Chief Executive Officer, Havas Media Network India, said, “At Havas, we believe that real growth is powered by desire – the desire of brands to mean more, and the desire of consumers to connect deeply. Modenik Lifestyle is a brand that embodies exactly this spirit. They have built iconic, loved products across generations of Indian consumers, and now they are ready to take that love to the next level. We are excited to partner with them on this journey and bring our full network’s capabilities to drive meaningful, desire-led growth for the brand.”

Uday Mohan, Chief Operating Officer, Havas Media India & Havas Play, added, “Modenik Lifestyle brings together a powerful portfolio—brands like Dixcy Scott and Enamor have built genuine equity with Indian consumers over the years. Our ambition is to elevate that equity by creating seamless, insight-led experiences across every touchpoint, online and offline, that feel cohesive and drive real conversion. The South is a particularly exciting growth landscape for us right now—our teams there are doing some of the sharpest work in the market, and this win reflects that momentum.”

New Delhi: Emami Agrotech has introduced the ‘Healthy & Tasty, FOR CHEF’ range for the HoReCa and B2B foodservice segment at AAHAR 2026, the international food and hospitality fair being held in New Delhi.

The new range has been developed for hotels, restaurants and catering businesses and includes edible oils along with pantry staples such as whole and blended spices, chakki atta, maida, sooji, besan and soya chunks. The products are available in larger pack formats suited to institutional consumption and professional kitchens.

The portfolio has been introduced under the company’s existing Healthy & Tasty brand. The company said it also plans to expand the ‘FOR CHEF’ range in the coming months with products such as sauces, condiments and ready-to-cook and ready-to-eat offerings.

Through this move, the company is expanding its presence in the HoReCa and institutional foodservice segment, which has been seeing increased demand for bulk food ingredients and supply solutions.

The company has set a target of Rs 2,000 crore in revenue from its HoReCa business over the next two to three years.

Commenting on the launch, Jayant Goenka, director at Emami Group, said, “The HoReCa sector represents a large and rapidly expanding consumption ecosystem with significant business potential. With the launch of our ‘Healthy & Tasty – FOR CHEF’ range, we are strengthening our focus beyond retail. Our portfolio - ranging from high-performance edible oils to essential pantry ingredients such as fresh chakki atta, maida and spices is designed to support chefs and foodservice partners in delivering excellence at scale.”

The company has also appointed Samantha Dutta as senior vice-president for food services, QSR, modern trade and alternate channels to lead the business. She brings more than 27 years of experience across HoReCa, QSR and B2B foodservice segments.

Commenting on the launch, Dutta said, “Our ‘FOR CHEF’ portfolio reflects our commitment to enabling professional kitchens with products that are not only high in quality but also aligned with evolving customer needs. Our focus is on delivering tailor-made solutions that enhance operational efficiency, support menu innovation, and ultimately drive business growth for our valued partners.”

In addition, Vikas Mittal, former managing director of McCain Foods India for India, South East Asia, Korea and Taiwan, has joined as a strategic business adviser to support the company’s growth plans in this segment.

New Delhi: Somerset Indus Capital Partners has appointed SPAG FINN Partners as its strategic communications partner.

Under the mandate, SPAG FINN Partners will support the firm’s communications efforts, including reputation management, media relations, strategic storytelling and leadership positioning within India’s healthcare and investment ecosystem.

Speaking on the partnership, Mayur Sirdesai, partner at Somerset Indus Capital Partners, said, “Somerset Indus Capital Partners was founded on a core belief, that quality healthcare should be accessible and affordable to everyone. As we continue to scale our investments, it is important to communicate the real-world impact emerging from our portfolio. We look forward to the partnership with SPAG FINN Partners, whose deep healthcare expertise and strategic communications capabilities will help strengthen our engagement with key stakeholders and amplify our long-term vision.”

Commenting on the mandate, Aman Gupta, managing partner and health practice Asia lead at SPAG FINN Partners, said, “India’s healthcare ecosystem is on a transformative journey, with growing opportunities to expand access, innovation and quality of care. Somerset Indus Capital Partners has built a strong reputation for backing businesses that drive meaningful impact. We are delighted to partner with the firm to help articulate its longer-term vision, amplify the progress of its investment funds, and build a compelling narrative around the role of responsible capital in shaping the future of healthcare in India.”

New Delhi: SkyBlue Cinematix has secured the exclusive global brand integration rights for the upcoming film Varanasi, directed by filmmaker S. S. Rajamouli.

Under the agreement, the company will handle brand partnerships and integrations connected with the film across India and international markets. The arrangement places SkyBlue Cinematix in charge of developing brand collaborations linked to the film’s narrative and production ecosystem.

Varanasi is described as a large-scale action-adventure film combining elements of mythology and contemporary storytelling. The project will be shot in the 1.43:1 IMAX format, a technical format rarely used in Indian productions.

The film features an international cast that includes Mahesh Babu in the lead role, along with Priyanka Chopra Jonas and Prithviraj Sukumaran. The original score is being composed by Academy Award-winning musician M. M. Keeravani.

The film is scheduled for a theatrical release in 2027 across more than 120 countries.

As part of the partnership, SkyBlue Cinematix will oversee the integration of brands into the film’s narrative framework rather than limiting the collaborations to traditional product placements.

“Varanasi is mounted on an enormous scale, both creatively and technically. Every collaboration helps the film reach wider audiences meaningfully. I hope our partnership with SkyBlue Cinematix integrates global brands organically and respectfully into its rooted world,” said Rajamouli.

Dato’ Manikandamurthy Velayoudam, group chairman of SkyBlue Group, said, “To be entrusted by S. S. Rajamouli with the global brand integration mandate for Varanasi is both an honor and a responsibility. This film is not merely a production; it is a global cinematic movement. We are proud to serve as the strategic engine powering its worldwide brand partnerships.”

New Delhi: Samsung has released a three-minute film for its Galaxy brand, centred on themes of friendship, imagination and human connection.

The film premiered during the opening of the Galaxy Unpacked event held in San Francisco on February 25. It was created in collaboration with Academy Award-winning director Tom Hooper and forms part of a wider campaign built around the brand philosophy ‘Life opens up with Galaxy’.

The story follows two young friends, Mia and Paige. When one of them prepares to move away, Mia imagines ways to remain connected with her friend. Using an empty Galaxy box, she creates a fictional device that allows them to stay in touch through imaginative play. The narrative concludes with the cardboard box transforming into a spaceship, bringing the friends together again.

The storyline and elements within the film were developed through a creative process that encouraged young actors to share their own ideas about what an imaginative box could do. Several of these concepts were incorporated into the film’s scenes and design.

Although the film coincides with the launch of the Samsung Galaxy S26 Series, the device appears only briefly on screen. The campaign focuses primarily on storytelling rather than product demonstration.

“In a world excited by the generative power of AI, I was touched by this story from Samsung that celebrates the generative power of children’s imagination. This film reminds us of the primacy of human creativity and inventiveness, Mia imagines capabilities for her creation that go far beyond what any real-world tech can actually do. What inspires Mia is friendship and love. I was struck by how much the Samsung and Cheil teams guided my making of this film with such emotional delicacy and intelligence. The human experience is always at the center,” said Hooper.

“It is a rare opportunity to be able to celebrate a brand's core philosophy in such a pure and imaginative way. Galaxy has long stood for openness, and this film takes it to new heights and gives it a new meaning. We were excited and honored to have Tom bring this story to life with incredible nuance, joy, and charm,” said Tal Shub, global executive creative director at Cheil Korea.

The campaign is scheduled to run globally for a year across television, cinema, digital and social platforms. Cheil Korea developed the creative work.

Credits
Campaign Title: Life opens up with Galaxy
 
Client: Samsung Electronics
Executive Vice President: Sung Chang
Marketing Director: Yongwoo Kim
Marketing Manager: Woongki Kim, Hanlim Kim
 
Agency: Cheil Korea
Global Executive Creative Director: Tal Shub
Senior Art Director: Woohyun Lim
Art Director: Jose Maria Neves
Senior Copywriter: Drew Botcherby
Creative Producer: Leon Park (Ireum Film)
Producer: Keith Park (Ireum Film)
Head of Global Strategy: Eldad Heilweil
Global Strategy Team Lead: Min Young Yoon
Account Director: Eunji Kim
Account Executive: I Rang Im, Minji Kang, Sou Youn Lee
 
Production: Smuggler
Director: Tom Hooper
DOP: Steve Annis
Executive Producer: Tom Knight
Producer: Luca Chapman
1st AD: Ben Howarth
Production Designer: Ninon DeKlerk
 
Service Production: Juice Film
Executive Producer: Carmen Amos
Head of Production: Marisa Bracher
Producer: Greer Hoeks
Production Manager: Kelly Drummond
 
Edit: Whitehouse Post
Executive Producer: Ella Sedgwick
Editor: Russell Icke
Assistant Editor: Thomas Sheriff
 
VFX: Giant Step
VFX lead: Inho Yang
2D Lead Artist: Haeryung Lee
3D Lead Artist: Donghwan Lee
 
Color: Paletto
Colourist: Haewon Kwak
Assistant Colourist: Sujeong Park, Daseul Kim, Dongwoo Jo, Seunghui Kim
 
Music: Soundtree Music
MD-Creative Partner: Jay James
Composer: Luke Fabia, Benjamin Joes
 
Sound Design & Mixing: 750mph
Sound Designer: Sam Ashwell
Head of Production: Rachel Saxon

New Delhi: London-headquartered commerce platform Komerz has acquired brand and marketing consultancy Glassbox, in a move aimed at bringing brand strategy, creative development, distribution infrastructure and performance measurement under one operating system.

The company said the acquisition marks the emergence of a new “creative commerce” category, where brand storytelling, AI-led distribution and measurable sales operate within a single integrated platform.

With the deal, Komerz will combine Glassbox’s strengths in brand strategy and marketing with its own AI-powered commerce infrastructure, cross-border distribution network and transaction-level measurement platform.

The combined entity will look to tap the fast-growing digital commerce market, which it said is projected to reach nearly $345 billion in India and $7 trillion globally by 2030.

Komerz said the acquisition strengthens its integrated creative commerce model by combining brand strategy, content, distribution and transaction-level measurement across markets.

Ramesh Krishnamurthy, Global CEO of Komerz, said the acquisition enhances the company’s ability to connect brand building with business outcomes.

“Creative commerce must operate across the funnel. Contextual content, data-led activation and distribution must function as one accountable growth engine,” he said.

Siddharth Shankar, Global COO of Komerz, said the model addresses fragmentation in the marketing ecosystem.

“Creative without distribution is theatre. Distribution without brand equity is discounting. Bringing both together allows brands to build equity while driving measurable growth,” he said.

Glassbox was founded in 2021 by Geetanjali Bhattacharji and Anil Nair. The consultancy works with organisations across brand strategy, marketing transformation and integrated communications.

Bhattacharji said the integration reflects how brand building is changing in a commerce-first market.

“Brand building must evolve from episodic campaigns to always-on, data-informed commerce frameworks that drive both ROAS and long-term equity,” she said.

Nair said the next phase of growth will belong to companies that can combine creativity, commerce and distribution.

“For decades, agencies built brands and retailers sold products. The next era belongs to companies that seamlessly combine creativity, commerce and distribution,” he said.

The acquisition follows Komerz’s recent purchase of US-based retail measurement company Pathformance, a move that strengthened its analytics and performance capabilities.

Currently valued at around $330 million, Komerz operates across the UK, Europe, Asia and North America. The company said the combined platform will serve multinational companies managing global brand portfolios, while also helping challenger and D2C brands scale across markets.

New Delhi: Housing.com has appointed Aditya Singh Sandhu as its Chief Revenue Officer (CRO). 

Based in the company’s Gurgaon office, Sandhu joins the leadership team and will be responsible for driving revenue growth, strengthening market expansion, and advancing the company’s go-to-market strategy across key business segments.

Sandhu brings over 20 years of leadership experience across India and the United States, with a strong track record of building, scaling, and transforming businesses across FMCG, e-commerce, and technology-led organisations. His experience spans companies at different stages of growth, from early-stage startups to large, established enterprises.

Over the course of his career, Sandhu has held senior leadership roles at organisations including ITC, Udaan, Nykaa, VLCC, and Ustraa, where he has led large-scale business operations with P&L ownership. 

He also brings an entrepreneurial perspective, having co-founded and served as COO of a startup built on strong customer-centric principles and a sustainable, cash-flow-positive model. 

Praveen Sharma, CEO, REA India (Housing.com), said, “We are delighted to welcome Aditya to Housing.com at such a pivotal stage of our growth journey. His extensive experience across diverse sectors, combined with his strong business acumen and people-first leadership style, makes him uniquely suited to lead our revenue function. With a presence across more than 45 cities spanning Tier-I and Tier-II markets, and continued expansion into emerging real estate corridors, we are entering an exciting phase of growth. Aditya’s leadership will play a critical role in strengthening our go-to-market capabilities, deepening partnerships across markets, and driving sustainable, long-term revenue growth.”

Sandhu added, “I am excited to join Housing.com at a time when the digital real estate ecosystem in India is evolving rapidly. The platform has built a strong foundation and holds immense potential to further transform how people discover and transact real estate. With Housing.com recently expanding into 15 new Tier-2 cities, there is a tremendous opportunity to bring digital-first property discovery to a wider base of homebuyers across the country. I look forward to working with the team to drive growth, enhance customer value, and build a robust, future-ready revenue engine.”

New Delhi: JioStar is set to ride the positive sentiment following India’s T20 World Cup victory during the upcoming Indian Premier League (IPL), as the broadcaster has raised the base ad rates for the domestic cricket tournament, sources close to the development told BestMediaInfo.com.

The broadcaster has floated a fresh rate of Rs 19 lakh to Rs 19.5 lakh for a 10-second slot on television, multiple sources confirmed. Last year, the asking rate was Rs 18 lakh.

Similarly, the broadcaster is said to have pitched a rate of Rs 700 CPM on ROS for Connected TV. This marks a steep increase from last year’s rate of Rs 480 CPM.

The handheld rate, too, is being pitched at Rs 400 to Rs 450 CPM.

In its first tentative rate card, shared with advertisers and agencies last month, the base television rate had been kept unchanged, while a Rs 600 per CPM rate was floated for CTV, as reported exclusively by BestMediaInfo.com.

“The broadcaster has already onboarded several brands as TV and digital sponsors for the tournament, and apparently those advertisers took the early mover advantage. The new rates would apply to fresh deals,” one of the sources said.

The Indian Premier League 2026 will begin on March 28, with the opening match scheduled at Bengaluru’s M Chinnaswamy Stadium. The final is scheduled for May 31.

BestMediaInfo.com on Monday reported that JioStar had signed six digital sponsors and five TV sponsors for IPL 2026.

On JioHotstar, Birla Opus has come on board as the co-powered-by sponsor, while Rapido, AMFI, Amazon, Vimal and MRF are associate sponsors.

On Star Sports, Rapido, AMFI and Vimal are also associate sponsors. Asian Paints and Hero MotoCorp complete the list of associate sponsors on television.

A top media agency leader told BestMediaInfo.com that advertisers are expecting record viewership for the ICC T20 World Cup, and the momentum from the World Cup is likely to extend to the domestic tournament.

“That’s the reason we are witnessing significant interest among our clients,” the agency head said.

When asked about discounts, a media head at a top advertiser said they vary between 5 per cent and 10 per cent.

“However, securing a healthy discount becomes tougher when demand is high,” the media head said.

New Delhi: Zee Media has appointed Mayank Jain as Senior Vice President – Digital Ad Sales.

Prior to joining Zee Media, Jain served as Vice President – Digital Ad Sales at TV9 Network, where he spent seven years driving digital revenue growth and building integrated advertising solutions across platforms.

Jain joined TV9 Network in May 2019 as Deputy Vice-President, initially leading sales for TV9 Bharatvarsh. 

In 2020, he was promoted to Vice-President – Digital Ad Sales in April 2024. During his tenure, he played a key role in strengthening the network’s digital monetisation strategy and cross-platform sales offerings.

With over 25 years of experience in media and sales leadership, Jain has worked with several media organisations, including Disney Star India, Fox International Channels, National Geographic Channel, Red FM, Times Internet, NDTV Good Times, Bennett Coleman & Co. Ltd., and Eenadu Television. 

He began his career with Amar Ujala, where he worked across multiple roles during two separate stints.

In his new role at Zee Media, Jain will focus on driving agency and client partnerships and accelerating advertising sales across publishing platforms, YouTube, Live TV, VOD, Connected TV (CTV), and OTT platforms. He will also oversee revenue strategy and digital monetisation initiatives across the Zee Media network.

Mumbai: Ventes Avenues has formalised a leadership transition, with Niloufer Dundh stepping down from her operational and board responsibilities following a mutually agreed transition. 

The company said it will now move ahead under the leadership of Balamurugan Mani and Fauzan Abdul Rahim, as it sharpens its strategic focus on first-party data collaboration, connected TV ecosystems, premium media supply and proprietary marketing technology.

Under the new structure, Mani and Rahim will steer the organisation towards a product-led operating model with deeper technology integration.

Commenting on the transition, Balamurugan Mani said, “The advertising ecosystem is moving toward greater accountability, transparency and data ownership. Our focus is on equipping brands with structured first-party data frameworks, access to premium supply and technology-enabled execution that supports measurable growth.”

Fauzan Abdul Rahim said, “Influencer and creator-led marketing is no longer a standalone channel; it has to integrate seamlessly with broader media and performance frameworks. We are building technology that enables brands to manage creators, media and measurement within a single, structured environment.”

As part of its expanded strategic focus, Ventes Avenues said it is building capabilities across first-party data collaboration, OEM-led connected TV integrations, a proprietary demand-side platform, and influencer technology through its Social Tweebs platform.

On the data side, the company said it is working on enabling brands to activate owned data in secure, privacy-compliant environments to improve targeting and measurement without relying on third-party cookies.

In connected TV, Ventes Avenues said it is providing programmatic access to premium inventory through OEM partnerships, aimed at combining large-screen reach with digital-style targeting and reporting.

The company is also developing a proprietary DSP designed to support both brand and performance campaigns through direct supply integrations, cross-channel execution and real-time optimisation.

Its influencer technology platform, Social Tweebs, will focus on creator discovery, campaign management and performance measurement.

Ventes Avenues said it works with brands across e-commerce, fintech, gaming, consumer technology and digital services, and will continue to invest in technology development, analytics infrastructure and strategic partnerships across India, Southeast Asia and select international markets.

The company said its broader goal is to bring data, media and technology into a single execution framework aligned with measurable marketing outcomes in an increasingly privacy-first digital environment.

New Delhi: Reliance Retail has completed the acquisition of the brand Pahadi Local along with its business from Pahadi Goodness.

Pahadi Local is an Indian beauty and wellness brand built around formulations inspired by Himalayan ingredients and traditional wellness practices. The brand has gained recognition for its use of nature-based ingredients and sourcing practices connected to mountain regions.

Commenting on the business acquisition, Isha Ambani, executive director of Reliance Retail Ventures Limited, said, “At Reliance Retail, we are focused on curating brands that combine authenticity with innovation and meaningful consumer relevance. Pahadi Local’s roots in Himalayan wellness traditions and its commitment to responsible sourcing make it a compelling addition to our beauty ecosystem. We are excited to nurture and scale the brand through our omni-channel network and experiential retail platforms, while carefully preserving the purity, integrity, and storytelling that define its identity.”

The brand’s portfolio includes skincare products developed using ingredients traditionally associated with Himalayan wellness practices. One of its key ingredients, apricot kernel oil, referred to as Gutti Ka Tel, comes from sourcing networks in regions such as Ladakh and Himachal Pradesh. The company has also worked with women-led self-help groups in these regions.

Following the acquisition, the founding team of Pahadi Local will continue to be involved in the brand’s creative direction, product development and philosophy. Reliance Retail plans to expand the brand’s presence through its retail formats and digital channels.

New Delhi: Neeraj Jha has been elevated to head of sports business for India and South Asia at Warner Bros. Discovery.

In the new role, Jha will oversee the company’s sports business operations across the region. He has been associated with the organisation for more than six years, working across programming, content acquisition and sports broadcast operations.

Prior to this elevation, he served as director for content, programming and acquisition, where he was responsible for broadcast operations, satellite planning, playout delivery and programming for the network’s sports portfolio, along with on-air promotions and content strategy.

Earlier, he led content and acquisition for the sports division, working closely with the regional sports platform Eurosport in South Asia.

Before joining the company, Jha spent over a decade with Ten Sports Network as assistant vice-president – production, managing live and non-live production operations and contributing to programming initiatives including the launch of the daily sports news show Sports Night. He has also worked with Zee News, ETV Network and IMG in various editorial and production roles.

New Delhi: It was the year 2020 when two Indian entrepreneurs, Harsh Jain and Bhavit Sheth, founders of Dream11, made a bold bid of Rs 222 crore to become the title sponsor of the Indian Premier League (IPL) 2020, a moment that would redefine both their company and the commercial contours of India’s biggest sporting festival.

Until then, fantasy gaming in India had been a niche pastime at best, often conflated in public imagination with betting or casual apps.

But landing the IPL title rights, outbidding major names like Byju’s, Tata, and Unacademy, catapulted Dream11 into the mainstream, signalling to the world that “online gaming” was no longer a fringe pastime but a commercial force with mass appeal.

For multiple seasons, gaming brands were everywhere around the IPL. On TV screens, streaming platforms, stadium signage, and team partnerships. The league became more than just a cricket tournament. It became the biggest marketing stage for India’s fast-growing gaming industry.

Six years later, as IPL 2026 approaches, that moment feels distant. The money, scale, and visibility that gaming once brought to the league are no longer as strong, raising a question.

What would IPL 2026 have looked like if gaming spending had continued to grow?

How gaming became IPL’s biggest ad engine

Once Dream11 secured the IPL 2020 title sponsorship, real-money gaming and fantasy platforms rapidly turned the league into their central advertising stage.

The IPL was the epitome. The best way to utilise your power, to grab the audience and get them to play,” a top executive from a gaming platform said, recalling how every format, from fantasy sports to poker and prediction games, treated the tournament as the single biggest growth opportunity.

At peak intensity, the broader gaming ecosystem was estimated to contribute roughly 40-50% of total IPL advertising expenditure, effectively making the category the commercial backbone of the tournament. “The kind of money we were pumping in was almost 50% of the entire ad spend that IPL was getting,” the executive said.

Across gaming advertisers, cumulative gaming investments around the IPL were informally assessed in the Rs 1,500-2,000 crore range, reinforcing how deeply the category had embedded itself within the league’s commercial structure.

With overall IPL ad revenues often believed to be in the Rs 6,000-7,000 crore range, this meant thousands of crores flowing directly from gaming brands into broadcast, OTT, team sponsorships and digital integrations.

Individual brand spends reflected this aggression. Baazi Games alone is understood to have allocated about Rs 90 crore toward IPL advertising on Hotstar in a single season, despite not historically being a heavy marketing spender.

Dream11’s investment reportedly ranged between Rs 300 crore and Rs 500 crore, with some internal estimates placing it close to Rs 487 crore for one year.

What distinguished gaming expenditure from traditional brand advertising was not only its scale but also its intent.

For these companies, IPL visibility functioned as a direct performance funnel in which in-match exposure, clickable OTT banners, and repeated broadcast presence could immediately translate into app installs, first-time deposits, and sustained user engagement.

What made this spending different was also that it appeared in many formats. Gaming brands didn’t just rely on regular TV ads. They were seen through frequent TV spots during overs and innings breaks, banners and clickable ads on OTT platforms for quick sign-ups, campaigns with famous cricketers, and through team jerseys, sponsorships, and on-ground activities.

The executive insisted this was not reckless overspending. “Returns were confirmed, and every marketer was getting ROI. Once you taste the blood, you don’t want to go back. You want more,” the executive added.

This intensity reshaped the wider advertising landscape of the league. As gaming firms aggressively bid for premium inventory, other sectors often appeared smaller in comparison, even when they maintained steady seasonal spending.

The surge in demand from fantasy and RMG players helped push IPL pricing upward and strengthened broadcaster confidence in long-term revenue growth.

The IPL that might have been

If gaming spending had continued without disruption, IPL’s commercial curve in 2026 could have looked very different.

Executives within the gaming ecosystem believed budgets were only moving in one direction.  Upward. After seeing strong returns from IPL-led customer acquisition, several companies were preparing to increase marketing spends by nearly 80-100% in the following seasons, alongside larger prize pools, better creative production and deeper media integrations.

This expected surge would not have been limited to advertising volume alone. It could also have reshaped IPL pricing power.

Television ad rates, which have hovered around Rs 17-18 lakh for a 10-second spot, might have moved significantly higher if multiple gaming brands continued competing for the same premium inventory.

Beyond media buying, gaming companies were also looking at bigger investments connected to IPL visibility.

Industry discussions included plans for large live tournaments and original event properties, documentary and reality-style content, and even high-budget scripted shows built around gaming culture. Some of these ideas were being considered with production budgets of Rs 50-70 crore, showing ambitions that went far beyond regular advertising.

The long-term ambition was clear. “Eventually, IPL would have become a gaming-dominated property. 50-60% of slots could have been taken by the gaming industry,” a CXO of an RMG platform told BestMediaInfo.com.

The reality of IPL 2026

The IPL that exists in 2026 reflects a quieter reality. The retreat of gaming’s aggressive spending has not caused a collapse in advertising demand, but it has altered the league’s growth gradient.

Even sectors expected to grow cannot match gaming’s past intensity. “No industry can match the way the gaming industry was pumping money,” the executive added.

Broadcasters appear to be compensating by widening the advertiser base and distributing inventory across more brands rather than relying on a few dominant spenders. While this approach can protect topline revenue, it also signals weaker competitive pressure within the marketplace.

The ghost of RMG's past

In the end, IPL 2026 will still appear grand on television, with blinding stadium lights, improbable sixes, and advertising breaks that continue to sell aspiration in carefully crafted ten-second moments.

Most viewers may never consciously notice what has changed, because cricket as a spectacle rarely leaves silence long enough for absence to be felt.

Yet somewhere beneath the scorecards, sponsorship slates, and broadcast graphics rests a quieter truth. The league once moved with a different kind of commercial adrenaline, powered not only by sporting rivalry but by an industry convinced that every boundary could convert into a customer, every over into a measurable transaction, and every match into visible growth.

That belief did more than purchase inventory; it accelerated the very tempo of the league’s business momentum, and in commercial ecosystems, speed often begins to resemble inevitability.

IPL remains India’s most powerful media platform even today, but it now seems to breathe at a more human pace, making the 2026 season feel less like a story of decline and more like the lingering presence of a memory that cannot be fully demonstrated, one shaped as much by what continues to appear on screen as by the quiet ghost of money that no longer does.

New Delhi: WPP has said brands can no longer afford to treat media, creative and production as separate disciplines, arguing that integration across the three functions is now critical to growth. 

In a WPP iQ article titled Beyond the silo: where media science meets creative magic, Monica Taylor of WPP Production and Ruth Stubbs of WPP Media said fragmented working leads to missed moments, wasted spend and creative fatigue.

The company said the brands that win are those that combine what it called media “science” with creative “magic” by linking strategy, content and activation in one connected system. 

WPP cited Nielsen data to note that creative is responsible for 47% of sales impact, but added that its value falls when media delivery and production are not aligned to support it.

According to the article, media, creative and production should function as parts of the same growth engine. 

WPP described media as the “where”, creative as the “why”, and production as the “how”, arguing that stronger integration creates a continuous loop of audience insight, creative origination and media activation. 

They wrote that brands should map workflow gaps, co-create briefs from the start and invest in modular content systems that can adapt without repeated rebriefing.

WPP also said data is the bridge that makes such integration work. It pointed to two core challenges: traceability and granularity. They said creative assets often carry different tags and IDs across digital asset management systems and ad servers, breaking the feedback loop between creative and performance. They argued that brands need a persistent common identifier, audience-level dashboards and stronger links between performance data and creative development.

On automation, WPP cautioned against handing too much control to machines. It said brands should focus on intelligent automation rather than full automation, warning that an excessive focus on clicks and views can weaken broader brand-building goals. Both added that production systems should automate execution tasks such as resizing, versioning and localisation, while humans should retain control over core messaging and creative direction.

Taylor and Stubbs also argued that brands need to move beyond one-off campaigns and build what it called “living Brand Worlds”. WPP said an always-on system linking origination, activation and performance feedback can help brands create content designed for performance from inception, use insights to shape future creative and make every marketing dollar work harder.

Taylor and Stubbs said this connected model is especially important for global brands trying to balance scale with cultural relevance. They concluded that integration across media, creative, and production is no longer optional, but the model brands need to deliver real-time optimisation and sustainable growth.

New Delhi: Raymond Lifestyle has appointed Kalpana Singh as Chief Marketing Officer, effective March 5, 2026.

She will report to the Chief Executive Officer and will be classified as Senior Management Personnel.

Singh joins Raymond Lifestyle from Hindustan Unilever, where she most recently served as Marketing Director. In that role, she led the strategic direction and execution of integrated marketing campaigns aimed at strengthening brand positioning and driving customer engagement.

Singh brings 20 years of experience in brand building, consumer insights and category strategy. The company said she has worked across the consumer goods sector and has a track record in driving growth and innovation.

During her 18-year stint at Unilever, Singh held several leadership roles, including Personal Care Business Group Director for the Middle East, Turkey and North Africa, and Brand Development Director for the Middle East, North Africa, Russia and Turkey.

Singh holds a Master of Arts degree in Sociology from Jawaharlal Nehru University. Raymond Lifestyle disclosed the appointment under Regulation 30 of SEBI’s Listing Obligations and Disclosure Requirements.

Design

Film Craft

Gaming

Healthcare

Media

Music

PR

Social and Creator

New Delhi: Shruti Tyagi has taken on the role of Director, Marketing at Affinity Global.

Tyagi joins the AdTech company following her tenure at Viacom18 Media, where she was marketing head for VOOT AVOD. In that role, she worked on brand and marketing initiatives, strategy, and audience engagement.

Before Viacom18, Tyagi was brand and marketing lead at Discovery Communications India for over four years, managing marketing and business strategy. She also served as senior marketing manager at Times Television Network, handling marketing initiatives across television properties.

Earlier in her career, Tyagi spent nearly four years at Zee Entertainment Enterprises as brand manager for the Hindi Movie Cluster, focusing on marketing and brand-building across the network’s movie portfolio.

New Delhi: CARS24’s India CEO, Himanshu Ratnoo, is set to resign from his position after more than five years with the company, according to news reports. Following his departure, co-founder and CEO Vikram Chopra will take over Ratnoo’s responsibilities for the India used cars business.

During his tenure as India CEO, Ratnoo oversaw the company’s consumer-to-business (C2B) and retail operations, focusing on growth and operational strategies. His initiatives reportedly included developing franchise models, enhancing lead monetisation approaches, and restructuring luxury car transactions.

Before joining CARS24, Ratnoo worked as Senior Director of Strategy and Investor Relations at BlackBuck (Zinka Logistics Solutions) for nearly two years. He also held the position of Head of Logistics at Foodpanda and co-founded Meddo Health.

Ratnoo holds a computer science engineering degree from Birla Institute of Technology and Science, Pilani, and later completed management studies at the Indian Institute of Management, Calcutta.

Ratnoo’s resignation comes approximately two months after Chopra indicated plans for a potential initial public offering (IPO) for CARS24. Reports note that the company’s adjusted net revenue for the first half of FY26 rose 18% year-on-year to Rs 651 crore, while its adjusted EBITDA loss fell by 36% to Rs 162 crore.

New Delhi: The Market Research Society of India (MRSI) held the 7th edition of its Golden Key Awards on March 6, 2026 in Mumbai, celebrating achievements across the market research and insights sector.

The event assembled industry leaders, brand representatives, researchers and young professionals. A total of 14 awards, along with the Lifetime Achievement Award, were presented to recognise outstanding contributions to the field.

Anne-Sophie Damelincourt, Consultant and President of ESOMAR, delivered the inaugural address, highlighting the role of technology and AI in shaping research and insights.

She said, “We are currently working on a joint ESOMAR-MRSI event on AI and technology scheduled for 2027. This will not be just another event, it will be a platform for deep dialogue between researchers, technologists, and business leaders, offering practical guidance on applying AI responsibly in research and insights, while bringing together global and regional perspectives to shape what’s next.”

The evening included a fireside chat titled The Craft of Quiet Brilliance with Vikrant Massey, National Award-winning actor, who reflected on his career and the importance of resilience and authenticity in storytelling, drawing parallels with insight-building in research.

MRSI also unveiled a refreshed logo to represent the organisation’s evolving identity as a centre of expertise driving innovation in India’s research community.

Award winners across 13 categories included:

• Best Researcher Under 30: Rohit Bansal, Hindustan Unilever Limited
• Best Operations Team of the Year: Kantar
• Best Client Servicing Team of the Year: Third Eye Integrated Services
• Best Client Insight Team of the Year: Zee Entertainment Enterprises Limited
• Most Effective Story-Teller Award: Hindustan Unilever Limited and SprintStudio.ai
• Best Data Collection Innovation Award: Ipsos and Hindustan Unilever Limited
• Best Research Methodology Innovation Award: Quantum Consumer Solutions and Hindustan Unilever Limited
• Most Innovative Use of Technology Award: Hindustan Unilever Limited
• Best Use of AI Award: Third Eye Integrated Services and The Qlue
• Best Research in the Social and Developmental Sector: PVALUE ANALYTICS
• Best Communication Crafting Research: Jigsaw Brand Consultants and Kotak Mahindra Life Insurance Company
• Best Business Impact Through Analytics: Flipkart Internet
• Best Business Impact Through Research: Quantum Consumer Solutions and Hindustan Unilever

The Lifetime Achievement Award was presented to B.V. Pradeep for his lasting contributions to the research and insights community.

Nitin Kamat, Chief Growth & Partnerships Officer at TAM Media Research and President of MRSI, said the industry in India is experiencing significant growth, driven by digital adoption, evolving consumer expectations, and integration of AI and advanced analytics. “The Golden Key Awards continue to recognise work that demonstrates the power of research in delivering strategic, communication, and business impact, while reflecting evolving standards of excellence across the ecosystem,” he said.

The 7th Golden Key Awards were supported by Advent International, Haleon, Hindustan Unilever Limited, Nestlé India, ITC Limited, Kantar, Amazon, Toluna, VTION, Tata Consumer Products, Diageo, TheLightbulb, NielsenIQ, Third Eye Integrated Services, Knowledge Excel, Ipsos, and Global Matrix Survey.

New Delhi: Star Jalsha has announced the launch of Bigg Boss Bangla, produced by EndemolShine India, at Eden Gardens in Kolkata. Former Indian cricket captain Sourav Ganguly will host the show.

The announcement coincided with a gala cricket match hosted by Ganguly, attended by advertisers and public figures, and concluded with the reveal of the show’s logo supported by a light and sound display.

Among the advertisers present were representatives from Emami, Asian Shopping, Dollar Industries, Budge Budge Refineries, Adi Mohini, Calcutta Publishers, OJB, Sunrise Foods and Dasstosh.

Sumanta Bose, Star Plus, Star Bharat and Star Utsav, East and West Cluster, JioStar, said, “The launch of Bigg Boss Bangla marks a significant expansion of one of India’s most powerful entertainment franchises into a high-potential market. For Star Jalsha, this addition represents an important milestone in our leadership journey and reinforces our commitment to delivering differentiated, large-scale entertainment.

The format has been thoughtfully reimagined to reflect Bengal’s cultural ethos while retaining the scale and intensity that define Bigg Boss. We are thrilled to have the global icon Sourav Ganguly lead this new chapter; he brings unmatched credibility, leadership and a deep emotional connection with Bengal. With Sourav Ganguly at the helm, we are presenting the show with strong ambition, deep conviction, and a clear vision to build a high-impact non-fiction franchise.”

Sourav Ganguly said, “Bigg Boss is a format built on strong personalities, bold opinions, and compelling conversations, qualities that are deeply rooted in Bengal’s cultural fabric. I am delighted to collaborate with Star Jalsha to bring Bigg Boss Bangla to audiences in a way that reflects the passion, emotion, and distinctive identity of our state.

This is a show that will spark dialogue, celebrate individuality and keep viewers deeply engaged. I look forward to connecting with audiences across Bengal and being part of their journey as the season unfolds.”

Deepak Dhar, Founder and Group CEO, Banijay Asia & EndemolShine India, added, “Bigg Boss has grown into one of the most powerful and enduring entertainment formats in the country, connecting with audiences across regions through its unique blend of personality, conflict and real human moments. Bringing the format to Bengal is an exciting step forward for us, as it allows us to celebrate the state’s vibrant culture, strong voices and spirited conversations within the Bigg Boss universe.

With the launch of Bigg Boss Bangla, the franchise now expands its footprint to seven languages across India, further cementing its position as a truly national entertainment phenomenon. With Star Jalsha as our partner and Sourav Ganguly leading the show, we are confident that Bigg Boss Bangla will resonate deeply with viewers and deliver the scale, energy and engagement that the franchise is known for.”

New Delhi: Kerala-based media conglomerate Mathrubhumi has partnered with the Kerala State Road Transport Corporation (KSTRC) to open a readers’ corner at the newly renovated Ernakulam bus stand. Kerala Transport Minister K. B. Ganesh Kumar inaugurated the facility, which provides commuters with access to Mathrubhumi newspapers and publications year-round.

Speaking at the inauguration, Minister Ganesh Kumar said, “Initiatives like these encourage people to learn about the world through reading deserve appreciation, especially in the age dominated by digital screens. The presence of printed material in public space carries a nostalgic charm, reminding readers of the enduring value of the physical page. We are ready to create similar reading spaces at other bus stands across the state, with the support of Mathrubhumi.”

M V Shreyams Kumar, Managing Director of Mathrubhumi Group, added, “For us, this initiative is more than a distribution exercise; it is a reaffirmation of Mathrubhumi’s emblematic relationship to Kerala’s longstanding cultural affinity with reading. It also serves as a gentle reminder of the joy of reading, encouraging commuters to slow down, engage with ideas, and discover the pleasure of words, reaffirming Kerala’s identity as a state that values literacy not merely as a statistic but as a lived practice.”

New Delhi: Professional haircare brand Matrix has appointed KATSEYE as its global brand ambassador. The partnership brings together Matrix’s four-decade legacy in professional-grade haircare with the global performance group KATSEYE.

The brand’s philosophy, “All Hair Types. All Humans,” reflects its focus on inclusivity and accessibility in professional haircare. Commenting on the appointment, Matrix said that KATSEYE would lead Matrix Moves, a 2026 global campaign exploring the relationship between hair and motion.

Directed by Cody Critcheloe, photographed by Carin Backoff and styled by Kyle Lu, the campaign introduces “Hairography,” presenting hair as an extension of performance and personal identity. The visuals combine KATSEYE’s choreography with the brand’s colourful aesthetic.

The campaign also demonstrates the performance of six key Matrix products under the demands of world-class movement. The company highlighted products ranging from Mega Smooth for sleek precision to Instacure for restorative strength, aiming to show results across different hair textures.

Through the appointment, Matrix said it continues to focus on professional expertise, diversity, and creative expression in haircare, emphasising the connection between movement and personal style.

New Delhi: Lotus Herbals has announced the appointment of Puja Singh as Assistant General Manager, Marketing. Singh will oversee marketing and brand operations across the company’s portfolio, which includes Lotus Herbals, Lotus Dermabotanics, Lotus Makeup, Lotus Organics+, Lotus Botanicals, and the clinical skincare brand Dermacy.

Singh, a gold-medal MBA graduate and alumna of ISB Hyderabad and Miranda House, brings over 15 years of experience in the beauty and personal care sector. She joins Lotus Herbals after leading Marketing and Innovations at McNROE Consumer Products, where she managed brand strategy, celebrity and influencer campaigns, and e-commerce initiatives.

Reflecting on her return to Lotus Herbals, Singh said, “I previously worked with the Make-up division and EBOs, helping reposition Lotus Makeup as a youth-focused brand. Returning now, I look forward to contributing to the brand’s growth and expanding its presence across digital and traditional channels.”

Singh’s experience includes managing P&L responsibilities, optimising marketing budgets, and executing campaigns targeting Gen Z and millennial audiences. Her appointment coincides with Lotus Herbals’ expansion into the organic and dermat skincare segments, where she will lead brand strategy and marketing operations.

New Delhi: Liqvd Asia has been appointed to manage digital communications for Woodland, focusing on social media management, influencer partnerships and brand storytelling.

The agency will develop platform-specific content strategies and engagement initiatives intended to deepen the brand’s connection with younger, digital-first audiences.

Woodland, known for its outdoor footwear and apparel, has established strong brand recognition in India. The collaboration with Liqvd Asia is expected to reinforce consistent storytelling and engagement across social and creator ecosystems.

Commenting on the appointment, Nikita Malhotra Singh, Head of Digital Marketing at Woodland, said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”

Arnab Mitra, Founder and Managing Director of Liqvd Asia, added, “Woodland is a brand with a strong emotional recall in India, built on a legacy of adventure, durability, and authenticity. We’re excited to translate that legacy into digital conversations that feel current and engaging.”

Monish Sanghavi, Business Head at Liqvd Asia, noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a consistent narrative that deepens Woodland’s connect with loyal consumers and younger audiences alike.”

New Delhi: Kanika Kalra has joined Google India as Director of Consumer Apps and Platforms Marketing, according to a LinkedIn post shared by Shekar Khosla, Vice President Marketing and Site Lead at the company.

Khosla noted that Kalra brings 22 years of experience spanning McKinsey, Unilever and Reckitt. “Having worked with Kanika Kalra previously at Unilever, I have seen firsthand the profound impact Kanika has on people, teams, and businesses she leads,” he wrote.

In his post, Khosla highlighted that the Consumer Apps and Platforms space in India is undergoing significant changes. He added that with tools like Google Search, Google Maps, Android, Google Photos and Chrome increasingly integrating AI through initiatives such as Gemini, Kalra’s leadership will be important in delivering intuitive, AI-powered experiences.

Kalra’s prior roles include Regional Marketing Director, Health for South Asia at Reckitt, Partner and Associate Partner at McKinsey & Company, Vice President Marketing at Snapdeal, and Global Brand Director at Unilever, where she worked on innovations including the Fair & Lovely brand. She also held positions at Hindustan Unilever, Pepsico, GlaxoSmithKline Consumer Healthcare and Genpact.

New Delhi: Business Today Golf, one of India’s longest-running corporate golfing platforms, concluded its 26th edition with a season finale in Mumbai on March 6, 2026.

The event featured champions, business leaders and distinguished guests, including Ashank Desai, Chairman and Founder of Mastek, who attended as the Chief Guest. The evening combined competition, camaraderie and leadership on the fairway.

The 2025–26 season, presented by AU Small Finance Bank, began in Hyderabad on November 29, 2025 with cricketing legend Mohammad Azharuddin as Chief Guest. The tournament then moved across seven major business centres, including Chandigarh, Bengaluru, Kochi, Chennai and Gurugram, before concluding in Mumbai.

Over the four-month season, the platform offered participants access to some of India’s prominent golf courses while enabling executives to strengthen professional networks beyond the workplace.

Now in its 26th year, Business Today Golf has become a forum where industry leaders and entrepreneurs test their skill, exchange perspectives and build professional relationships in a setting that is both competitive and relaxed. Past editions have also featured celebrated sporting personalities, such as Kapil Dev, Suresh Raina, Ajit Agarkar, Shiv Kapur, Gaurav Bajaj and Madan Lal, adding prestige and excitement to the tournament.

The 2025–26 season concluded with spirited competition and networking at the Mumbai finale, continuing the legacy of Business Today Golf as a platform that blends corporate engagement with sportsmanship.

New Delhi: After failing to contain hyperbole and war hysteria on television screens despite various clauses and provisions of the Cable Television Networks (Amendment) Rules, 2021 (erstwhile CTN Act, 1995), the Ministry of Information and Broadcasting on Friday directed BARC India to pause ratings for news television.

In the past, the government used to issue advisories and warnings to broadcasters in case of violations of the norms.

While unprecedented, the move prima facie appears vague, with industry veterans calling it illogical.

“TV rating is one of the reasons for hyperbole, but surely not the sole reason. The same content also caters to digital audiences, and a clickbaity yet provocative thumbnail yields millions of views. So, the news channels are unlikely to be deterred by this decision,” an industry observer told BestMediaInfo.com.

“For long, broadcasters have complained that television is highly regulated, even as they push back against any such regulation for digital or OTT. Even YouTuber journalists accept that they have to use a different language when they appear on TV. The pause on ratings is nothing but 'regulation turning into strangulation'. It is an excuse to hide the government’s own inaction,” the observer added.

The observer asked, “Is it not true that the government has long been sitting on the proposed overhaul of the TRP rating guidelines, which also sought to address the contentious landing page issue?”

Referring to a BestMediaInfo report that showed the Hindi news genre ahead of top Hindi GECs on return path data (RPD) involving millions of set-top boxes on a single platform, an industry veteran said news broadcasters had been reduced to fighting for survival after alleged suppression by the existing ratings system for a decade.

For context, BARC data, which comes from 50,000 peoplemeters, is the exact opposite of RPD, which comes from millions of set-top boxes.

Between weeks 32 and 44 of 2025, the news genre had a 3.76 per cent share, according to BARC data for the Pay TV segment.

In comparison, the share of the Hindi general entertainment genre was approximately seven times higher than that of news. Over the 13-week period, Hindi GECs had an average genre share of 25.87 per cent.

Now look at an RPD dataset for the same period, sourced from millions of set-top boxes and exclusively accessed by BestMediaInfo.

Hindi News recorded an average reach of around 52.2 per cent, while Hindi GECs recorded an average reach of around 43.6 per cent.

In fact, Hindi News was ahead on reach in every single week during this 13-week period.

The AMA’000 for Hindi News was also higher, at around 2.6 per cent, than that of Hindi GECs.

“The suppression and distortions thrived under the nose of this government, which is both a licensor of BARC India and a stakeholder as a broadcast player. The entire ecosystem needs bold reform and a hard reset instead of cosmetic changes and knee-jerk decisions like the pause,” the veteran concluded.

New Delhi: Prashant Kohli has joined Agilitas as Brand Director to build its brand Lotto.

Before this, he was the National Head, Digital Excellence (Creative, tech and content) at Leo.

In March 2024, the edtech platform Newton School appointed Kohli as the Senior Director, Marketing.

Before that, he was the Chief Marketing Officer (CMO) at Wiggles.

Prior to Wiggles, Kohli served at Glitch, where he was a part of the leadership team.

He has also helped brands like Apple Inc., LinkedIn, HUL, Facebook, Netflix, Disney+ Hotstar and Uber, amongst others, in solving a variety of business challenges.

Kohli is an engineer turned marketeer with 14 years of experience across sectors like Consumer Tech, Consumer Internet, FMCG, Media & Advertising, Pet care, Hospitality, AlcoBev, Travel & Lifestyle, amongst others.

Last year, Agilitas Sports announced the launch of Italian sportswear brand Lotto in India. Agilitas plans to build Lotto into a Rs 1,000 crore brand in India over the next four years.

New Delhi: Walmart-controlled e-commerce platform Flipkart has reportedly let go of around 300 employees as part of its annual performance review, according to news reports. The exits represent roughly 1.5% of the company’s workforce, which totals about 20,000 staff across its operations.

The move is part of Flipkart’s regular performance management process, under which employees in lower performance bands may be asked to leave. The company has undertaken similar exercises periodically over the past few years.

A company spokesperson told media that Flipkart conducts regular performance reviews aligned with clearly defined expectations, and a small percentage of employees may transition from the organisation as part of this process. The spokesperson added that affected employees are provided with support during the transition.

In early 2024, Flipkart had conducted a similar review, resulting in exits of roughly 1,000 employees, or around 5% of its workforce.

Like several large internet firms, Flipkart has in recent years focused on improving operational efficiency and cost discipline amid a broader slowdown in funding for the startup ecosystem and increased focus on profitability.

The recent exits coincide with preparations for a potential public listing in India. Flipkart has reportedly held early discussions with investment banks including Goldman Sachs, Morgan Stanley, JP Morgan and Kotak Mahindra Capital to explore the feasibility of an IPO. Reports suggest the company could target a listing by late 2026 or early 2027, although the timeline and size of any offering are yet to be determined.

In December, Flipkart received approval from the National Company Law Tribunal (NCLT) to relocate its holding company from Singapore back to India, a move intended to simplify its corporate structure and align it with India-focused operations ahead of a possible domestic listing.

New Delhi: UltraTech Cement has appointed Jayant Dua as Managing Director (Designate), with effect from April 1, 2026, and approved his appointment as the company’s next Managing Director from January 1, 2027. 

He will take over after the completion of the term of the current Managing Director, K C Jhanwar, on December 31, 2026.

The company said Dua will become Senior Management Personnel from April 1, 2026. It has also approved his appointment as Additional Director, Managing Director and Key Managerial Personnel for a four-year term from January 1, 2027, to December 31, 2030, subject to shareholders’ approval. 

The move was cleared by the company’s board at its meeting held on March 6, according to a stock exchange filing.

UltraTech described Dua as a leader with 37 years of experience. He joined the Aditya Birla Group in 1996 in its cement business and went on to hold leadership roles across businesses, including insulators, insurance, Century Cement and chlor-alkali. In 2023, he was elevated as Business Head – Renewables and Textiles.

The company said Dua holds an engineering degree from IIT Delhi, an MBA from International Management Institute, and has completed the Advanced Management Program from Harvard Business School. It also said he is not debarred from holding the office of director under any SEBI order or order of any other authority.

New Delhi: Reliance Consumer Products (RCPL), the FMCG arm of Reliance Industries, on Friday said it has signed a pact with Finland's leading foods company Fazer to produce, market, and distribute branded premium chocolates in the Indian market.

Both entities have signed a Memorandum of Understanding (MoU) to this effect, which will leverage Fazer's globally trusted brands and manufacturing excellence with RCPL's local production capabilities and robust distribution network.

The MoU was signed as part of Finland's President Alexander Stubb's state visit to India. This is part of efforts to strengthen business ties between India & Finland and at the same time democratise Fazer's iconic brands and products in the local market, said a joint statement.

The partnership would combine Fazer's iconic heritage brands, innovative product portfolio, and world's finest chocolates, with RCPL's substantial scale and access to nearly 3 million retail outlets across India, as well as deep expertise in the Indian market, the statement added.

"By combining Fazer's globally trusted brands and manufacturing excellence with RCPL's local production capabilities, robust distribution network, and deep consumer insights, we are well-positioned to bring world-class products to Indian consumers and elevate the overall category experience,” RCPL Director T Krishnakumar said.

"With RCPL handling commercialisation and distribution in India, we could establish a premium position in the chocolate market and a foundation for a broader scale nation-wide roll-out with a leading and highly capable local partner,” Christoph Vitzthum, President and CEO, Fazer, said.

Since its inception in 2022, RCPL has successfully expanded its presence in the chocolate & confectionery market by reviving India's heritage brands like Ravalgaon, Toffeeman and Pan Pasand, and Lotus Chocolates.

RCPL has introduced some of the popular global brands like Maliban, Nexba and PACE, among others, to the Indian consumers.

Fazer, with operations in the Nordics and Baltics, Poland and China, as well as with exports to more than 40 countries worldwide, already has an established global presence.

New Delhi: Colors has launched its new primetime drama, Do Duniya Ek Dil, with a cybercrime awareness initiative in partnership with the Ministry of Home Affairs’ Indian Cybercrime Coordination Centre (I4C).

The show, produced by SOL Productions, premieres on March 9, 2026, and will air Monday to Friday at 9 pm on Colors and JioHotstar. 

It stars Vikram Singh Chauhan as Shivaay, Rachi Sharma as Aadhya, and Sudhanshu Pandey as Baldev Singh.

Set against the contrast between online identities and offline realities, the story follows Shivaay, a tech entrepreneur whose faith in the digital world is shaken after he loses his savings to a scam, and Aadhya, a social media influencer whose life is shaped by reach, relevance and visibility online.

The show will also carry on-screen alerts directing viewers to report cyber fraud through helpline 1930 and cybercrime.gov.in. The initiative includes on-ground and digital activations, along with awareness films focused on common cyber threats such as OTP fraud, impersonation and malicious links.

The channel said the show is also rooted in the culture and setting of Kannauj, bringing elements of the city’s streets, heritage and ittar legacy to screen.

With Do Duniya Ek Dil, Colors is attempting to combine primetime fiction with a social message, using the theme of digital deception to frame a contemporary love story.

Alok Jain, JioStar spokesperson, said, 'At Colors, storytelling has always mirrored the realities of the world we live in. Do Duniya Ek Dil reflects the complexities of our increasingly digital lives, and through this story we wanted to raise awareness around the prevalent scams in our society. At the same time, the show is deeply rooted in authenticity. Through our storytelling and visuals, we are also bringing the essence of Kannauj to our viewers, from its culture and streets to the legacy of its world-famous ittar allowing audiences across the country to experience the soul of this historic city on screen.” 

He added, “By seamlessly integrating helpline information and awareness initiatives with a powerful entity like the Indian Cybercrime Coordination Centre (I4C) into the fictional world, we are creating an impact that extends far beyond the screen. As one of the leading Hindi General Entertainment Channels, we believe that trust comes with responsibility. When entertainment both informs and engages, it has the power to drive real change.'

Nishant Kumar, Director, I4C, said, ‘Cybercrime is no longer distant or technical; it's an everyday threat. A single click can compromise finances, dignity, and trust, but it can be countered through continuous alertness. When entertainment embraces social responsibility, it shapes real-world behaviour. We are delighted to know that Colors, a platform that reaches millions of households across the country, is launching its new show Do Duniya Ek Dil to drive meaningful awareness against cybercrime. We urge everyone to stay alert in the online world and report suspected fraud immediately at 1930 or cybercrime.gov.in — swift action makes all the difference.’

New Delhi: BARC India and Nielsen have launched BARC | Nielsen ONE Ads, a cross-media ad measurement solution that combines linear TV and digital advertising data into a single reporting framework.

The companies said the tool will give advertisers and agencies a deduplicated view of campaign performance across linear television, connected TV, mobile and desktop. 

JioHotstar is the first platform to use the solution, starting with the ICC Men’s T20 World Cup India & Sri Lanka 2026.

The launch comes as advertisers seek a unified view of audiences across screens amid growing fragmentation in media consumption. 

The solution combines BARC’s linear television viewership data with Nielsen ONE Ads’ digital measurement to help brands track reach and frequency across platforms.

Nakul Chopra, CEO, BARC India, said the launch marks a significant step for cross-media ad measurement in India.

“BARC | Nielsen ONE Ads is the first-of-its-kind solution in India to bring together TV measurement along with digital screens in a unified, deduplicated system. By combining scale, accountability and cross-screen insights, we are enabling advertisers to understand their true reach and incremental impact across the media ecosystem,” he said.

Akhil Parekh, Chief Product Officer, Nielsen, said the collaboration addresses a long-standing challenge for advertisers.

“With BARC | Nielsen ONE Ads, advertisers no longer have to stitch together data from multiple sources to understand how their campaigns are performing. A single, deduplicated view across all screens is something the industry needs,” he said.

According to the companies, the solution will report campaign performance across four screens: linear TV, CTV, mobile and computer or desktop. It will also offer audience metrics such as average frequency, GRPs and on-target performance by demographic group.

BARC India and Nielsen said the framework could be expanded further if other broadcasters come on board, enabling wider cross-screen coverage in the future.

New Delhi: The industry saw a wave of leadership movements this week as companies across technology, media, marketing, and consumer sectors announced key appointments, promotions, and exits. From seasoned executives taking on new strategic roles to organisations reshaping leadership teams, these developments reflect the evolving priorities of businesses navigating growth and transformation. Several leaders stepped into positions focused on marketing, communications, and digital innovation, while others concluded long tenures to explore new opportunities. 

Ex Ipsos India CEO Amit Adarkar joins i-Genie.ai as CEO, India

Amit Adarkar has taken on the role of Chief Executive Officer, India, at i-Genie.ai. Previously CEO at Ipsos India, he brings over a decade of leadership experience in market research and consumer insights. At i-Genie.ai, Adarkar will lead the company’s expansion across India, the Middle East, and the Asia-Pacific, overseeing operations that process large volumes of unstructured consumer data in real time. The company provides AI-powered insights for multinational clients, integrating generative AI to deliver real-time consumer intelligence. Adarkar holds degrees from XLRI, Jamshedpur, and IIT Mumbai.

Motorola India appoints Ipshita Chowdhury Marketing Head; elevates Gagandeep Bedi to APAC Marketing Strategy Lead

Motorola has appointed Ipshita Chowdhury as Marketing Head for India and elevated Gagandeep Bedi to Lead, Asia Pacific Marketing Strategy and Operations. Chowdhury will lead Motorola India’s marketing strategy and integrated initiatives, reporting to Shivam Ranjan, Head of Marketing for Asia Pacific. She brings over two decades of experience across telecommunications, automobiles and FMCG, with previous roles at Nokia, Microsoft, Philips Lighting and Valvoline Cummins. Bedi, who earlier headed marketing for Motorola India, will now work with regional leadership and country marketing teams to support strategy and operations across Asia Pacific markets.

Vanita Keswani bids adieu to Madison after three decades

Vanita Keswani, Chief Executive Officer of Madison Media Sigma, part of Madison World, has stepped down after more than three decades with the organisation. During her tenure, she held several leadership roles and eventually led the Sigma unit, overseeing media planning and buying operations while managing key client relationships across sectors. Keswani began her career with The Times Group before moving into the agency ecosystem. Reflecting on her journey in a LinkedIn note, she highlighted the professional experiences and relationships built over the years at Madison. Keswani now plans to pursue independent entrepreneurial work after leaving the agency.

Flipkart appoints Digbijay Mishra as Vice President, Corporate Communications

The Flipkart Group has appointed Digbijay Mishra as Vice President, Corporate Communications. In this role, he will lead the company’s corporate communications function and oversee stakeholder engagement across the organisation. Mishra brings over a decade of experience across journalism and strategic advisory within India’s digital economy. He previously served as Deputy Bureau Chief (Startups) at The Economic Times and later founded Ringsight Advisory, where he advised founders and investors on narrative strategy and communications. At Flipkart, he will lead integrated communications efforts as the company continues to expand its presence in India’s e-commerce ecosystem.

Juhi Singh steps down as Marico’s Head of Digital Transformation after seven years

Juhi Singh has stepped down from Marico, concluding a seven-year tenure in which she led digital transformation, ecommerce, and growth initiatives. During her time, she oversaw the company’s D2C strategy, marketplace partnerships, and omnichannel initiatives across India and international markets, contributing to global digital commerce capabilities. Singh held multiple leadership roles and collaborated with teams across India, Southeast Asia, the Gulf Cooperation Council, and Egypt. Prior to Marico, she held senior positions at JioMart Digital, Myntra, and Markelytics Solutions, with earlier experience in research and insights at Ipsos and IMRB International.

Game Developer Association of India appoints Shruti Verma as CEO

The Game Developer Association of India (GDAI) has appointed Shruti Verma as Chief Executive Officer as part of a leadership restructuring. The industry body has also inducted Sean (Hyunil) Sohn, Chief Executive of Krafton India, to its board, while former Ministry of Information and Broadcasting Secretary Apurva Chandra has been named advisor to the board. Verma previously led operations for Epic Games in India. The expanded leadership team aims to combine industry and policy expertise as India’s videogaming sector grows. 

Samsung Ads promotes Nishit Kanchan as General Manager and Head of Revenue India

Samsung Ads has promoted Nishit Kanchan to General Manager and Head of Revenue for India. In the role, he will oversee the company’s revenue strategy, operations and overall P&L in the country, with a focus on expanding its connected TV (CTV) advertising business. Kanchan will lead teams across sales, marketing, product, operations and technology while working on integrating hardware capabilities with advertising technology to strengthen the CTV ecosystem. He previously served as Sales Head India at Samsung Ads and was involved in building the company’s national sales framework. Before joining Samsung Ads, he held roles at Times Internet, ZigWheels and Business Standard.

Salesforce promotes Nipun Sharma to Vice President of Marketing for South Asia

Salesforce has promoted Nipun Sharma to Vice President of Marketing for South Asia. Sharma, who led marketing operations in India for the past three years, will now oversee regional go-to-market planning and integrated marketing programmes across South Asia and ASEAN markets. He has over 25 years of experience spanning technology and industrial companies, including leadership roles at Adobe, Apple, and General Electric. During his tenure in India, he directed key marketing initiatives for Salesforce, including a brand campaign featuring former cricketer Rahul Dravid, and will continue to expand the company’s regional marketing presence.

Shubhankar Mishra quits NDTV India after 7 months

Journalist and anchor Shubhankar Mishra has moved on from NDTV India after a seven-month stint. He joined the channel’s prime-time lineup in July 2025. Prior to this, Mishra worked with several Hindi news networks including Aaj Tak, TV9, Zee News and India News, building experience across television journalism. He also has a strong digital presence, with over 30 million followers across social media platforms. Mishra initially aspired to pursue engineering but later shifted to journalism. His next professional move has not been publicly disclosed.

Greaves Electric Mobility names Pranesh Urs as Head of Marketing

Greaves Electric Mobility (GEML) has appointed Pranesh Urs as Head of Marketing. Urs, with over thirteen years of experience across automobile and consumer electronics sectors, will oversee marketing for GEML’s Ampere, Ele, and Eltra brands. Reporting to Managing Director and CFO Vikas Singh, he will lead brand positioning, integrated marketing initiatives for electric two- and three-wheelers, and support GEML’s focus on sustainable mobility. Urs has previously held roles at Ather Energy, Samsung India Electronics, and Hewlett-Packard India, and holds a mechanical engineering degree from Mangalore University and an MBA diploma from Symbiosis Institute of Management Studies, Pune.

NDTV appoints Siddharth Narula as Revenue Head for NDTV 24x7 and Profit Brand Studio

NDTV has appointed Siddharth Narula as Revenue Head for NDTV 24x7 and NDTV Profit Brand Studio. Narula brings more than 25 years of experience in media and digital revenue leadership, with expertise in building monetisation frameworks across television, web, social and OTT platforms. Prior to joining NDTV, he served as Chief Revenue Officer at Zee Digital and Culture Machine, overseeing multi-market digital businesses. Earlier in his career, he worked with organisations including The Walt Disney Company, Bloomberg UTV, CNBC, ESPN and Sony. In his new role, Narula will lead revenue strategy, partnerships and monetisation initiatives for NDTV’s English news and business platforms.

Nester appoints Kunwarjeet Grover as Co-founder and Chief Business Officer

Homeware brand Nester has appointed Kunwarjeet Grover as co-founder and chief business officer, expanding its leadership team as it builds its presence in the design-focused homeware category. Grover previously worked with Honasa Consumer and Wellbeing Nutrition, where he helped scale digital-first consumer brands and expand distribution and e-commerce operations. His earlier experience also includes roles at Himalaya Wellness Company, Havells and Philips. At Nester, he will oversee business strategy, revenue growth, go-to-market planning and marketing functions, while founder and CEO Abhinav Singh continues to lead product design, sourcing, operations and supply chain.

New Delhi: JioStar, the media rights holder for the Indian Premier League (IPL) from 2023 to 2027, has secured six sponsors for digital streaming and five for the television broadcast so far.

On JioHotstar, Birla Opus has come on board as the co-powered-by sponsor, while Rapido, AMFI, Amazon, Vimal and MRF are associate sponsors.

On Star Sports, Rapido, AMFI and Vimal are also associate sponsors. Asian Paints and Hero MotoCorp complete the list of associate sponsors for the television broadcast.

JioStar is yet to finalise a co-powered-by sponsor for the TV broadcast of the IPL.

The Indian Premier League 2026 will begin on March 28, with the opening match scheduled for Bengaluru's M Chinnaswamy Stadium. The final is scheduled for May 31.

IPL remains one of India’s biggest annual media and advertising properties, drawing strong viewership and brand spending across television, digital streaming and sponsorships.

Recently, Rapido unveiled a new brand identity, shifting from a bike taxi service to a broader, multi-modal mobility platform. The IPL gives the brand a high-visibility platform to amplify this new positioning.

The paint rivalry is also expected to sharpen this IPL season. Asian Paints is an associate sponsor on television, while Birla Opus is the co-powered-by sponsor for digital.

MRF Tyres, meanwhile, has consistently shown a strong understanding of sports marketing, particularly in cricket. Last year, it signed Shubman Gill as its brand ambassador.

Hero MotoCorp is a natural fit for a mass platform like the IPL, given its strong reach across urban and rural India. The brand is also widening its mobility narrative through premium and electric offerings such as VIDA, making cricket a high-visibility stage for recall and scale.

AMFI’s IPL association fits with its wider push on investor education and mutual fund awareness.

Amid rising competition in the e-commerce space, Amazon’s association with the IPL highlights the importance of mass reach for the platform.

Earlier in February, BestMediaInfo.com exclusively reported on the ad rates for IPL 2026. Get details below:

IPL 2026: JioStar holds base TV live ad rate; final at Rs 50 lakh per 10 seconds

JioStar hikes CTV ad rates for IPL 2026 by 25%

Last year, over 425 brands, including 270 first-time advertisers across 40 categories, partnered with JioStar for the IPL 2025 season, according to the ‘IPL 2025: A Year of Firsts’ report released by JioStar in partnership with Media Partners Asia (MPA).

In 2025, JioStar lined up sponsors, including My11Circle, Campa Energy, Birla Opus, PokerBaazi, SBI, PhonePe, Mutual Funds Sahi Hai, Thums Up, Google Search, Allen Solly, Jaquar Bath + Light, GPay, Kent Kuhl Fans, Dream11, Campa, Joy Cosmetics, TVS, Asian Paints, Zupee, and Amul. 

Brand Experience and Activation Spikes

Creative Commerce

Direct

Film

Outdoor

Print and Publishing

New Delhi: The Indian Premier League (IPL) 2026 will begin on March 28, with the opening match set to be played at Bengaluru's M Chinnaswamy Stadium, industry sources said on Sunday.

The final is scheduled for May 31.

The Board of Control for Cricket in India (BCCI) had earlier informed franchises that the tournament would start on March 26. The start date and final were later pushed back by two days after internal discussions within the IPL Governing Council.

The delay in announcing the full schedule is learnt to be linked to venue availability and logistical issues in some states, including assembly elections.

The upcoming season will follow the usual format, with 10 teams playing across multiple venues in a home-and-away structure before the playoffs and final.

Bengaluru was picked to host the opener after Royal Challengers Bengaluru won the previous edition. The venue is also expected to host other key matches, including possible playoff games.

BCCI secretary Devajit Saikia has indicated that the schedule may be released in phases as clarity is still awaited on election dates in states such as Assam, Tamil Nadu and West Bengal.

The first phase, covering the opening 13 to 20 days of fixtures, is expected to be announced shortly. The remaining matches are likely to be released once the required clearances are in place.

The delay has kept franchises and broadcasters waiting on final operational plans, including travel, security and broadcast logistics.

Teams, however, have already started preparations, with player camps and practice sessions underway ahead of the tournament.

IPL remains one of India’s biggest annual media and advertising properties, drawing strong viewership and brand spending across television, digital streaming and sponsorships.

The 2026 season is expected to build on the momentum of recent editions, which have delivered strong monetisation through media rights and fan engagement.

New Delhi: The Ministry of Information and Broadcasting has directed the Broadcast Audience Research Council (BARC) to immediately suspend the reporting of television rating points for news TV channels for four weeks.

The order said the suspension would remain in force for four weeks or until further directions, whichever is earlier.

In its direction to BARC, the ministry said some news channels were airing “unwarranted sensationalism and speculative content” amid the ongoing Israel-Iran conflict.

It said such coverage could create panic among the general public, especially people with friends and family in the affected areas or those living there.

The ministry cited Clause 24.2 of the Policy Guidelines for Television Rating Agencies in India, dated January 16, 2014. The clause requires rating agencies to comply with orders, regulations, guidelines and directions issued by the ministry from time to time.

BARC, which is registered under these policy guidelines as a television rating agency, has been asked to withhold TRP reporting for news channels with immediate effect.

New Delhi: This week, advertising activity in India highlighted a mix of moment marketing and culturally relevant storytelling. Brands rolled out campaigns around Holi, emphasising joy, togetherness, and shared experiences, while others marked Women’s Day, focusing on empowerment and challenging everyday biases. Many campaigns used humour and relatable narratives to make their messages more engaging, from playful wedding banter to exaggerated financial scenarios.

Manyavar-Mohey pulls off instant moment marketing with newlyweds Rashmika and Vijay

Manyavar and Mohey launched a campaign titled ‘Made for Each Other’ featuring Rashmika Mandanna and Vijay Deverakonda. The musical-style film follows the couple’s playful banter over wedding outfits, moving from humour to reflection before showing them in coordinated attire. Conceptualised by Shreyansh Baid of Shreyansh Innovations, the campaign captures the chemistry and relatable moments of modern couples. Music by Amit Trivedi underscores the narrative. 

Karan Aujla introduces Zyro India with ‘Nothing Unnecessary’ digital campaign

Karan Aujla and VRB Consumer Products launched Zyro India with a digital campaign titled ‘Nothing Unnecessary’. The film uses Aujla’s personal storytelling, blending childhood and teenage memories with reflections on minimalism, conscious choices, and simplicity. Through this narrative, Zyro is positioned as a zero sugar, zero calorie beverage that aligns with a lifestyle focused on authenticity and mindful consumption. The campaign combines music, visual storytelling, and lifestyle themes to engage youth audiences, highlighting the brand’s focus on clean, uncomplicated hydration while connecting it to personal identity and a modern, minimalist approach to choices.

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Parle rolls out campaign highlighting Fusion Candy’s dual flavours

Parle Products has launched a campaign for Fusion Candy, focusing on the candy’s two-layer format and playful character. The film uses exaggerated, humorous visuals, including a fire breather whose mouth races across a carnival to get the candy, to convey the irresistible appeal of its dual flavours, Mango Float, Cola Float, and Blueberry Cheesecake. The campaign aims to engage children and young consumers across India, highlighting the candy’s taste-driven, fun personality and distinct layering. 

Surf Excel’s Holi film highlights kindness and shared celebrations

Surf Excel has released a new Holi film built around the message “Jo Daag Duriyaan Mitade, Woh Daag Acche Hain.” The campaign focuses on the idea that the festival becomes more meaningful when moments of joy are shared with others. Set against colourful Holi celebrations, the film portrays small acts of kindness that help bridge differences and bring people together. 

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Parachute advansed’s Holi film urges consumers to embrace colours with confidence

Marico has rolled out a Holi campaign for Parachute Advansed Gold Coconut Hair Oil built around the line “Na Na Wali Nahi, Nariyal Wali Holi.” The initiative draws on the insight that many people hesitate to play Holi due to concerns about hair damage. The campaign includes a digital film, dermatologist-led educational reels, influencer content, and on-ground creator engagements in Mumbai. Conceptualised by Tonic Worldwide, the film depicts people embracing Holi colours without hesitation. 

PhonePe explains expert guidance through traditional akhada and nukkad natak

PhonePe’s Mutual Funds campaign, created by Ogilvy India, uses cultural settings such as wrestling arenas and street plays to highlight professional investor support. The films show characters imagining chaotic financial scenarios, only to reveal that guidance comes from PhonePe’s expert-backed team. The narrative reinforces that even first-time or digital-first investors can access reliable advice while using tools like the CRISP scorecard and Daily Mutual Funds SIP, which allows starting investments from as little as Rs 10 a day. Through humour and culturally resonant storytelling, the campaign frames investing as approachable and supported.

Zomato’s new brand film challenges everyday bias faced by women delivery partners

This International Women’s Day, Zomato launched a film highlighting the subtle biases women delivery partners encounter daily. Following them from restaurant pick-up to customer doorstep, the film uses light-hearted, fourth-wall-breaking moments to challenge assumptions about their capability.

With over 3,500 active women delivery partners handling 5 lakh orders monthly, Zomato is also strengthening safety and flexibility through initiatives such as 24×7 SOS support, address visibility at night, city-specific WhatsApp support groups, hotel delivery protocols, and black zones reporting, fostering a safer gig ecosystem.

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New Delhi: Ogilvy India has crafted a campaign for PhonePe’s Mutual Funds business, highlighting efforts to make investing more accessible and understandable for a growing demographic of digital-first users. PhonePe provides support through its expert team and proprietary CRISP scorecard, which analyses and recommends funds, helping even first-time investors navigate their financial decisions. The platform has also introduced the Daily Mutual Funds SIP, allowing investors to start with as little as Rs 10 a day.

The first film is set in a traditional akhada (wrestling arena), where a victorious wrestler, after receiving his prize, is advised to invest wisely. He replies, “Meri Team Hai Na” (I have my team, don’t I?), prompting the advisor to imagine a chaotic stock exchange floor filled with wrestlers attempting to manage finances. The comic scenario ends when it is revealed that the wrestler refers to PhonePe’s expert financial team, not his wrestling entourage.

In a second film, the setting shifts to a nukkad natak (street play), where a performer is similarly advised on prudent investment. He offers the same line, and the advisor imagines the troupe struggling with financial decisions. The reveal confirms that the dependable support comes from PhonePe’s dedicated financial experts.

Both films contrast the familiar concept of community “teams” with PhonePe’s expert-backed team, reinforcing the message that investors have professional guidance to navigate mutual fund investments.

Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “In India, we grow up believing that when you have a good team behind you, you’re never alone. That cultural truth shaped this campaign. ‘Meri Team Hai Na’ is a line we’ve all used, and we brought that reassurance into the world of investing with humour and exaggeration to show that PhonePe’s expert team has your back. Abhinav Pratiman from Earlyman Films brought the idea to life beautifully, blending cultural nuance and cinematic flair to make investing feel far less daunting and far more approachable.”

Two additional short films extend the narrative to illustrate the Daily Mutual Funds SIP feature. In the akhada, the team leader guides his squad through rigorous exercises, linking disciplined physical training to daily investment contributions. In the folklore-inspired setting, performers wear bear and bull masks to symbolise market fluctuations, underlining that consistency is key, regardless of market conditions.

Amit Doshi, Chief Marketing Officer, PhonePe, said, “With ‘Mutual Funds bhi, ab PhonePe’, we are taking a significant step towards democratizing wealth creation in India. Many new-age investors hesitate due to confusion rather than lack of ambition. By combining our proprietary CRISP methodology with simple tools like Daily Mutual Funds SIP starting at just Rs 10, we are helping users take the first step with clarity and confidence, turning complexity into clarity and enabling investors to act with peace of mind.”

Watch the campaign films:

Credits: The campaign was crafted by Ogilvy. Social platforms credits include Chief Creative Officers Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak; Chairperson Hephzibah Pathak; CEO VR Rajesh; Chief Strategy Officer Prem Narayan; President – Mumbai & Kolkata Hirol Gandhi; Creative Team Pratheeb Ravi, Srijan Shukla, Pritam Singh, Rutuja Mali, Anubhav Ratan; Planning Team Akhilesh Nath, Sanika Nagnur; Account Management Team Harsh Bhatt, Chainali Kapoor, Sneha Batra, Rutuja Kothurkar. Client contacts: Amit Doshi (Group CMO), Vinay Chaudhary (Head, Business Marketing – PhonePe Wealth), Mallika Dhawan (Brand Marketing Manager – PhonePe Wealth), Media Lead Pratheep Kumar. Production House: Early Man Film, Director Abhinav Pratiman, Executive Producer Anand Menon. Print credits: Team Ogilvy, PhonePe, Early Man Film.

New Delhi: In 2024, Punjabi singer-actor Diljit Dosanjh’s Dil-Luminati tour not only drew massive crowds across India but also emerged as a strong platform for brand marketing and experiential advertising. According to a report analysing the tour’s socio-economic impact, the multi-city concert series generated a total measurable economic impact of Rs. 943 crore. 

The report noted that the tour recorded Rs. 276 crore in direct revenue and Rs. 553 crore in indirect revenue. Spread across 14 concerts in 13 cities over two months, the tour sold more than 3.2 lakh tickets, drawing large audiences and triggering extensive consumer spending around travel, hospitality, merchandise and local services.

Beyond the economic footprint, the tour also turned into a large marketing engine for brands, fintech companies and lifestyle businesses looking to connect with younger audiences through music-led cultural moments.
Brand partnerships power the tour

The tour featured partnerships with more than 15 brands across sectors such as banking, fintech, beverages, travel, hospitality, fashion and lifestyle. Brands associated with the tour included HSBC, HDFC, Lemonn, Levi’s, Coca-Cola, Diageo, Kingfisher, Air India, Mokobara, OYO, Jeevansaathi.com and District by Zomato, among others. These partnerships ranged from ticketing offers and consumer promotions to experiential activations and product integrations at the concerts.

HSBC leverages fan access

HSBC used the tour to engage its customer base through exclusive access benefits. The bank sold more than 11,500 tickets to HSBC customers and offered perks such as early ticket access, dedicated entry queues and express entry lanes. The bank also produced a Diljit fan film in Mumbai that generated more than 6 million views on Instagram, according to the report.

HDFC drives card adoption

HDFC Bank ran a card-led campaign linked to the tour. Tickets were made available exclusively for Pixel card holders, creating a customer acquisition funnel driven by concert demand. The campaign resulted in 75,000 new customer acquisitions, while Rs. 80 crore was spent on ticket purchases through the card. The average ticket transaction value was Rs. 15,000, highlighting the premium pricing associated with large-scale live concerts.

Lemonn creates viral moment

Fintech platform Lemonn combined influencer marketing, gamification and on-stage visibility to drive awareness. Its campaign generated 45,000 website hits within an hour, while the brand’s “Lemonn Man” advertisement reached more than 10 million people. A live on-stage moment with Diljit Dosanjh generated over 100 million social buzz, according to the report.

The campaign also drove a 124% surge in app downloads, attracted 350,000 live viewers, secured more than 20 media features and delivered an 80% lift in brand awareness.

Merchandise as brand extension

Fashion brand Levi’s partnered as the official merchandise partner and launched a Dil-Luminati merchandise line featuring slogans such as “Punjabi aa gaye oyee!”. Concert merchandise acted as a natural extension of the tour and showed how artists and brands are increasingly building consumer products around music events.

Experiential brand activations

Several brands also created on-ground marketing moments around the concerts. Air India rolled out a dedicated aircraft featuring Diljit Dosanjh branding and Dil-Luminati tour livery along with themed boarding passes. Luggage brand Mokobara integrated its products into the stage performance, with suitcases used as props during the show and gifted to fans during the song “Naina”.

Matrimonial platform Jeevansaathi.com ran a humorous campaign titled “Singles ko pani pilao yojana” and distributed free water bottles to single attendees at the concerts. Hospitality platform OYO created a marketing campaign to finding nearby accommodation during concert travel. Other marketing moments included lyric-based messaging and cultural activations designed to engage concertgoers and spark social media conversations.

A growing commercial ecosystem

Behind the scenes, the tour worked with more than 40 vendors across production, lighting, sound, safety and branding. Companies involved included SSL Media and SLS for LED infrastructure, Unique Pyro for special effects, Sound.com and Warren for sound production, Medulance for medical services, Omega Airlink for CCTV systems, EY as production auditor and Shapes for branding installations. The scale of vendor participation reflects the expanding commercial ecosystem supporting large-format live entertainment in India.

Massive digital footprint

The tour also generated strong traction on social media, underlining the power of fandom-driven marketing. According to the report, more than 40,000 social media posts were created around the concerts, generating over 16 million engagements and 4.5 billion impressions.

The data was tracked using listening tools such as Howl and Sprout Social. The numbers indicate sustained digital chatter and organic amplification around the concerts. This scale of online visibility made the tour a high-impact cultural property for brands looking to tap into fan communities and creator-led conversations.

Young audiences dominate

Audience demographics show a clear skew toward younger consumers. The report revealed 57% of attendees were between 11 and 25 years old, while 35% were between 26 and 60. Only 8% were above 60, and 1% were below 10 years of age. The data confirmed the dominance of Gen Z and young millennial audiences in India’s live concert ecosystem. 

Tier-II and Tier-III audiences drive demand

The report also highlighted the geographic diversity of the audience. Nearly 49% of attendees came from Tier-II and Tier-III cities, showing that large-scale music events are no longer limited to metropolitan centres.

Around 38% of attendees travelled from another city to attend the concerts, suggesting strong destination-event appeal. Travel behaviour also reflected this trend. About 26% of attendees travelled by air, while 43% extended their stay by two to three days after attending the concert.

This travel-led spending boosted demand across sectors such as aviation, hospitality, tourism and local transport.

New Delhi: The Delhi High Court has directed authorities to block several websites linked to gaming applications accused of copying the branding and interface of Dream11, according to news reports.

In an interim order dated February 24, the court restrained operators of apps identified as “Come” and “Come Sports” from using Dream11’s trademarks or running services that appear associated with the fantasy sports platform. The order followed a petition filed by Sporta Technologies, the parent company of Dream11, which alleged that unidentified operators were running real-money gaming applications under names such as “Come x Dream11”, “Come”, and “Come Sports”.

According to news reports, the company argued that these apps replicated several elements of Dream11’s branding, design language and user interface. The platforms were allegedly promoted through social media channels including Facebook and Instagram and distributed via APK download links hosted across multiple websites.

The court observed that the operators appeared to be presenting their services as connected with Dream11, which could potentially mislead users into believing the apps were official or endorsed by the company. Justice Jyoti Singh reportedly noted that the plaintiff had established a prima facie case of trademark and copyright infringement and that continued operation of the services could lead to irreparable harm.

The court directed the Department of Telecommunications and the Ministry of Electronics and Information Technology to instruct internet service providers to block access to 21 domains allegedly linked to the apps, including comesports.in, comeapk.in and dream11come.com. According to news reports, the operators have also been restrained from using Dream11’s trademarks in domain names, mobile applications, advertising or promotional material until the next hearing scheduled in April.

The order comes as Dream11’s parent company Dream Sports faces financial pressure. According to its filings, the company reported a net loss of Rs 478.9 crore in FY25 compared with a profit of Rs 1,295.3 crore in the previous year, largely due to exceptional expenses linked to its reverse-flip to India.

During the same period, Dream Sports’ operating revenue declined 14.8 per cent to Rs 6,759.3 crore from Rs 7,933.8 crore a year earlier, while total expenses rose 8.5% to Rs 7,122.6 crore.

The wider online gaming sector in India is also undergoing regulatory changes following the passage of the Promotion and Regulation of Online Gaming Act, 2025, which has restricted real-money gaming operations in the country. According to news reports, several companies in the sector have shut down or restructured their business models as a result.

New Delhi: NDTV has appointed Siddharth Narula as revenue head for NDTV 24x7 and NDTV Profit Brand Studio.
Narula has more than 25 years of experience across media and digital revenue leadership. His work has included building revenue frameworks across television, web, social and OTT platforms, as well as managing multi-market operations in India and international territories.

Before joining NDTV, Narula held senior roles including chief revenue officer at Zee Digital, where he oversaw revenue across OTT, web, social and publishing. He also served as chief revenue officer at Culture Machine, managing digital businesses across India, North America and the Asia-Pacific region.

Earlier in his career, he worked with organisations including The Walt Disney Company, Bloomberg UTV, CNBC, ESPN, Sony and NDTV.

In his new role, Narula will oversee revenue strategy for NDTV 24x7 and NDTV Profit Brand Studio, including partnerships and monetisation initiatives linked to the network’s English news and business offerings.

Announcing the appointment, Rahul Kanwal, CEO and editor-in-chief at NDTV, said, 'As we scale NDTV 24x7 and NDTV Profit Brand Studio, revenue streams must be as intelligent and purposeful as our journalism. Siddharth brings the experience required to build long-term, innovation-led brand conversations that add value to our viewers.'

The appointment comes as NDTV continues to expand its English news and business offerings, alongside a greater focus on integrated brand partnerships and platform-based growth.

Commenting on his appointment, Narula said, 'NDTV’s credibility offers a powerful foundation for building meaningful, trust-based brand partnerships. My focus will be on creating revenue frameworks that are future-ready, data-informed, and aligned with the integrity of the newsroom.'

New Delhi: Juhi Singh has stepped down from Marico after seven years with the company, marking the end of a tenure during which she worked across digital transformation, ecommerce and growth initiatives.

In a LinkedIn post, Singh reflected on her time at the company, describing the experience as a defining period of her career and emphasising the role colleagues and mentors played in shaping her professional journey.

“7 years at Marico, yesterday marked my last day at Marico Limited,” she wrote, adding that while much of her early career involved moving across several organisations, she “found a home” during her time at the FMCG company.

Singh said that although professional milestones and targets often dominate corporate conversations, it is the people and experiences that tend to leave a lasting impression. “I won’t remember the slide we debated over. I won’t remember the month we missed or met a target… But I will remember people,” she noted.

She described moments of mentorship, peer support and cross-team collaboration as the most memorable parts of her time at the company.

Singh wrote that colleagues who offered encouragement during challenging moments and those who challenged her thinking played a significant role in her growth as a leader.

Reflecting on her experience working across different regions, Singh recalled cross-border calls involving teams from India, Southeast Asia, the Gulf Cooperation Council region and Egypt, describing them as examples of collaboration across markets and cultures.

“Those things don’t show up in dashboards. But they stay,” she wrote, referring to informal conversations, late-night product launch discussions and crisis meetings that strengthened professional relationships.

During her time at Marico, Singh held several leadership roles, most recently serving as Head of Digital Transformation. In this role, she worked across digital commerce, D2C initiatives and international e-commerce. 

In these roles, she worked on building and scaling digital commerce capabilities, overseeing ecommerce strategy, marketplace partnerships and omnichannel initiatives across domestic and international markets.

Before joining Marico in 2019, Singh held leadership roles at companies including JioMart Digital, Myntra and Markelytics Solutions. Her earlier career also included research and insights roles at Ipsos and IMRB International.
Concluding her message, Singh expressed gratitude to colleagues and collaborators across her career.

“Organisations evolve. Strategies pivot. Titles change. But the people who stood by you in tough rooms… they become part of who you are,” she wrote.