Vaidya Sane Ayurved Laboratories has appointed actor Sonu Sood as its brand ambassador. Known for his work in health and humanitarian efforts, Sood aligns with the organisation’s focus on Ayurveda-based healthcare.  

The company plans to strengthen its presence, particularly in semi-urban and rural areas, aiming to raise awareness about holistic health practices. The collaboration seeks to highlight preventive healthcare and encourage individuals to prioritise their well-being.  

Vaidya Sane Ayurved Laboratories, also known as Madhavbaug, intends to roll out campaigns that inform and engage the public, positioning itself within the broader conversation about accessible and natural healthcare solutions.  

Commenting on this development, Dr. Rohit Sane, Managing Director and CEO, Vaidya Sane Ayurved Laboratories Limited, said, “We are thrilled to welcome Sonu Sood as the brand ambassador for Madhavbaug. At Madhavbaug, our mission has always been to revolutionize cardiac care through the power of Ayurveda and scientific innovation.

With Sonu Sood’s inspiring persona, we are confident that this partnership will amplify our message and connect with millions seeking holistic heart health solutions. Bringing Sonu Sood on board further strengthens our commitment to promoting preventive healthcare. His dedication to fitness and humanitarian work resonates with our ethos of empowering people to lead healthier lives. With this collaboration, we aim to create impactful campaigns that educate and inspire individuals to take charge of their well-being, reinforcing Madhavbaug’s position as a trusted healthcare provider.”

Expressing his enthusiasm, Sood said, “Health is the cornerstone of a fulfilling life, and Vaidya Sane Ayurved Laboratories’ approach to managing lifestyle diseases is truly remarkable. I am honored to be a part of this movement, encouraging people to take charge of their health.”

Yogesh Walawalkar, Sr. Vice President of Marketing at Vaidya Sane Ayurved Laboratories, added, “With Sonu’s credibility, we are poised to launch impactful campaigns that inspire people to lead healthier lives. I would like to thank the entire team at Madhavbaug for their untiring efforts and continued support that has helped us in building this brand and creating a unique healthcare model that enables us to help and heal the world, one step at a time.”

For many marketing professionals, a key bottleneck to execution is the sheer amount of assets needed to drive campaigns across countless channels, formats, audiences, and languages. Luckily, generative AI is uniquely suited to unlock the promise of personalisation at scale through content.

Savvy CMOs and their teams need tools to help them work smarter and feed the content beast. IDC predicts that by 2029, generative AI will assume 42 % of traditional marketing’s mundane work and, what’s more, boost marketing productivity by over 40%.

Those numbers are astounding. But not all generative AI strategies and platforms are created equal. Marci Maddox, research vice president at IDC, is upfront about marketers’ concerns: “Adoption is not without its challenges.” By implementing AI tools that prioritize responsibility, ethics, and security, forward-thinking leaders can take advantage of the speed and productivity boosts AI promises, all while driving both top-line revenue growth and bottom-line optimization.

The benefits of unlocking AI

Organisations are already utilising generative AI, IDC research indicates that 79% of marketers are currently using it for content tasksbut it’s how they use it that will be the game changer.

“GenAI unlocks a new era of content marketing, demanding a new breed of ‘creative scientist’ roles that can leverage its power,” wrote Maddox in the paper. “These teams will need to adapt their daily tasks, transitioning from content creation to strategic storytelling, scaling capabilities across the organisation, and driving exceptional customer experience design.”

3 ways generative AI can make a difference

Accelerating production- AI can help you overcome the content avalanche. Product descriptions, social media posts, and basic ad copy are time-consuming tasks that, when fielded by generative AI, can give teams time back for ideation, exploration, and testing.

Content personalisation- Messaging can be tailored to specific audiences and channels for increased engagement, conversion, and customer lifetime value. This data-driven marketing takes out the guesswork and helps calibrate campaigns based on performance metrics.

Brand protection- A thoughtful approach to generative AI can help organizations maintain transparency and brand protection through watermarks, secure custom models, and brand-specific style kits. These functions mitigate misinformation, foster trust, and maintain brand consistency.

Challenges to overcome

The path to using generative AI ethically and creatively isn’t without bumps.

Marketing leaders have valid concerns about the following:

Trust- Customer interactions start and end with trust. IDC found that 22 % of enterprises are making significant investments in generative AI, and 80 % of organisations globally are exploring it. With a saturated market, organisations need to be clear about how they are using such tools to preserve trust.

Authenticity- Brands build connections with genuine, authentic customer experiences. To avoid a breakdown with indistinguishable content, leaders will need to find creative ways to use generative AI while preserving their unique brand voice.

Security- Building robust AI security starts at the data layer. Organizations must find a balance between the benefits of public models and keeping proprietary information safe.

“Enterprises must develop robust data governance frameworks to ensure data privacy and establish clear guardrails for using GenAI,” said Maddox.

Adobe has designed a generative AI platform that revolutionises content creation for creative and marketing teams. With generative models that are designed to solve key creation and production workflows for enterprise teams, Adobe is uniquely positioned to support businesses by transforming content creation and production across the enterprise. Solutions like Firefly Services, for example, can generate endless content variations to power personalization, localization, and ecommerce needs, and capabilities like style kits and custom models help teams across the enterprise safely create content while staying on brand.

“Adobe empowers broader creative thinking and streamlines the production of personalized content at scale,” Maddox wrote.

India's quick-commerce sector, hailed as the country's fastest-growing industry segment, is expected to face a slowdown in its growth trajectory as expansion beyond major cities remains limited and competition from larger e-commerce players intensifies, according to Blume Ventures' Indus Valley 2025 report.

The report highlighted that the quick-commerce market share surged to $7.1 billion in the fiscal year 2025, a sharp rise from $300 million in 2022. The sector, led by Zomato-owned Blinkit, Zepto and Swiggy Instamart, witnessed a 24-fold increase in gross order value (GOV) over the same period.

However, Blume Ventures warned that the segment's monthly transacting user (MTU) growth is likely to taper, following a pattern seen in India's ride-hailing, food delivery and broader e-commerce sectors.

Adding to the pressure, quick-commerce companies now face growing competition from established e-commerce giants, including Walmart-owned Flipkart, Amazon and Reliance, which are gearing up to launch their own rapid delivery services.

"While it is not guaranteed they will be able to counter quick-commerce players, the increased competition will have some impact on the industry profit pool," the report stated.

The report also cautioned that the sector's continued expansion could affect the local grocery ecosystem, potentially prompting regulatory scrutiny to manage its growth.

Earlier this month, TVS Capital Funds Chairman Gopal Srinivasan described India's quick-commerce surge as a "passing fad" and warned that the model may not be sustainable in the long term.

Blume Ventures, an early investor in crisis-hit quick-commerce firm Dunzo, noted the sector's volatility. Dunzo, once a rising player in the industry, is reportedly on the brink of collapse following a series of layoffs, founder exits and unpaid vendor dues.

The Indus Valley 2025 report underscores the shifting landscape of quick-commerce in India, pointing to both its rapid rise and the mounting challenges that threaten its future.

Pulse Candy's Maha Kumbh 2025 campaign fused tradition with technology, featuring digital activations and immersive on-ground experiences. The initiative aimed to create cultural engagement while resonating with the event's spiritual essence.  

Here’s a case study on it.

Category Introduction

The confectionery market in India is projected to generate revenue of $6.56 billion in 2025, with an anticipated annual growth rate of 4.74% (CAGR 2025–2030). In a global context, China is expected to lead the sector, recording revenue of $89 billion in 2025. For India, the per capita revenue in the confectionery market is estimated at $4.48 for the same year. The market volume is forecasted to reach 1.48 billion kg by 2030, with a projected volume growth of 1.2% in 2026. Additionally, the average volume per person is expected to be 1.0 kg in 2025.

Brand Introduction

Available since 2015, Pulse Candy is a hard-boiled candy brand and a flagship product of Dharampal Satyapal Group (DS Group). DS Group is a FMCG conglomerate with a a presence in both Indian and international markets.

Summary

Pulse Candy’s Maha Kumbh campaign, part of its ‘Pulse of India’ initiative, fused AI-driven storytelling with immersive on-ground experiences. It featured a generative AI-powered video narrating the history and significance of Maha Kumbh, complemented by branded touchpoints at the event. The campaign effectively combined digital engagement with real-world interactions, deepening the brand’s cultural connection while elevating the Maha Kumbh experience for attendees and virtual audiences alike.

Objective

• The campaign sought to connect the candy with India’s deep-rooted cultural traditions through an innovative storytelling approach.

• It aimed to create a seamless digital experience that would bring Maha Kumbh’s legacy to life while also offering meaningful on-ground interactions for devotees.

• By bridging tradition and technology, the campaign positioned the candy as more than just a confectionery brand, it became a conduit for cultural engagement, ensuring relevance across generations.

Brief

The brand wanted to reinforce its positioning as a brand that understands the pulse of India. Maha Kumbh, being one of the world’s largest spiritual gatherings, presented an opportunity to blend AI-driven storytelling with cultural engagement, ensuring that audiences both on-site and online, could connect with the sacred event in meaningful ways.

Creative Idea

• The campaign revolved around a generative AI-powered video that traced Maha Kumbh’s journey from its historical origins to its present-day grandeur.

• The brand conceptualised and crafted a hyper-realistic narrative, using AI to bring the sacred event to life.

• The video combined compelling storytelling with dynamic moving images, offering audiences a visually immersive experience.

• To complement the digital storytelling, the brand activated on-ground brand experiences that provided devotees with tangible connections to the event.

• This included Pulse-branded Sangam Kalash for collecting sacred river water, boats to ferry devotees to the holy confluence, and custom pooja kits.

• Interactive games further elevated engagement, making the Maha Kumbh experience more memorable.

• By seamlessly blending AI storytelling with on-ground interactions, the campaign established a bridge between the digital and physical worlds.

Challenges

• Ensuring historical and cultural authenticity while leveraging AI was a key challenge.

• The campaign needed to strike a balance between innovation and respect for tradition.

• Developing hyper-realistic AI-generated visuals that resonated with diverse audiences required meticulous research and refinement.

• On-ground activations had to be designed thoughtfully to enhance, rather than disrupt, the sanctity of the event.

• Amplifying the campaign across digital and physical spaces posed another challenge.

• Reaching both devotees on-site and audiences online demanded an integrated promotional strategy that could effectively convey the campaign’s depth while fostering engagement.

Execution

The campaign was executed through a combination of digital storytelling, on-ground activations, and strategic promotions. The AI-powered video served as the centrepiece, offering audiences an immersive retelling of Maha Kumbh’s legacy. On-ground, Pulse Candy created a series of interactive brand experiences tailored to enhance devotees’ participation.

• A high-quality, generative AI-driven video visualised the history of Maha Kumbh, bringing its significance to life through engaging narration and hyper-realistic imagery.

• The narrative began with the tale of Samudra Manthan, depicting the celestial battle between devas and asuras over the nectar of immortality, leading to the sacred tradition of Kumbh Mela.

• It further explored how Jagatguru Shri Adi Shankaracharya institutionalised Maha Kumbh as a pan-Indian congregation, where saints and scholars from diverse traditions could unite, exchange knowledge, and reinforce spiritual teachings.

• The AI-powered visuals recreated key historical moments with hyper-realistic imagery, transporting viewers through time and deepening their connection to the event’s profound legacy.

On-Ground Activations

• Sangam Kalash: Pulse-branded jars allowed devotees to collect sacred river water as a keepsake.

• Branded Boats: Devotees were ferried to the confluence, enriching their Maha Kumbh experience.

• Pooja Kits: Specially designed Pulse-branded bags contained offerings and prayer essentials.

• Interactive Games: Engaging activities provided entertainment while reinforcing brand recall.

• Digital Engagement: Social media campaigns amplified the initiative, encouraging participation from those who could not attend the event physically.

Promotions and Amplification

• YouTube Premiere: The AI-powered Maha Kumbh story was launched on YouTube, reaching a broad audience.

• Social Media Push: The campaign was promoted across Instagram, Facebook, and Twitter, generating conversations around the fusion of tradition and AI.

• Influencer Collaborations: Key opinion leaders and influencers engaged with the campaign, amplifying its reach.

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• Earned Media: The initiative received organic coverage from news portals and digital platforms, highlighting its unique AI integration.

Results

• The Pulse of Maha Kumbh AI video achieved impressive cumulative results, garnering a total of 89M+ views across social media platforms, and still counting.

• The campaign generated conversations and appreciation for creatively showcasing the cultural significance of the Maha Kumbh.

• The use of fresh storytelling methods resonated with the audience, generating warm, positive sentiments given the spiritual importance of Maha Kumbh.

• On-ground activation at Pulse stalls further enhanced engagement, with attendees actively interacting and participating, strengthening the campaign’s reach and impact.

• The campaign successfully created emotional connections, amplifying its impact and leaving a lasting impression on viewers.

Commenting on the campaign, Arvind Kumar, GM, Marketing DSFL, said, “For us, connecting with India's cultural moments has always been about creating meaningful experiences, both on-ground and through innovative tech. Pulse Candy has always been a brand that understands the pulse of India, whether in its bold, tangy burst of flavour or in the way it engages with cultural touch points. This campaign is about making these sacred moments accessible and relatable to every Indian, ensuring that the spirit of Maha Kumbh can be experienced, both physically and virtually. DS Group is proud to promote India's heritage by combining cutting-edge AI technology with deep-rooted traditions. This initiative helps those attending the Mahakumbh engage with cultural touchpoints that have already been implemented here.”

WPP has reported a revenue of £14.7 billion for 2024, a 0.7% decrease from the previous year, with like-for-like revenue up by 2.3%. The company’s revenue less pass-through costs stood at £11.4 billion, down 4.2% on a reported basis and 1.0% like-for-like.

The results sent the company's shares tumbling 16% after the market opened, hitting their lowest level since 2020. The ad giant, once built up by Martin Sorrell and now led by Mark Read, is grappling with weak annual sales as it faces fierce competition and tighter client budgets.

Despite a sharp rise in reported operating profit, up 149.5% to £1.3 billion due to lower amortisation charges and gains on disposals, headline operating profit slipped by 2.5% to £1.7 billion. The headline operating margin improved slightly to 15.0%, compared to 14.8% the previous year.

The company has pinned its hopes on technology, boosting its investment in WPP Open, an AI-powered marketing platform, to £300 million for 2025, up from £250 million in 2024.

Mark Read, Chief Executive Officer of WPP, said the company made “significant progress” in 2024, pointing to the creation of VML, Burson, and the simplification of GroupM, which together account for about 70% of WPP’s business. He highlighted the sale of WPP’s stake in FGS Global, describing it as a move that created “significant value for shareholders.”

In India, the company recorded a 2.8% like-for-like growth in revenue less pass-through costs for 2024, making it the only one of its top five markets to register annual growth. However, the December quarter saw a 5.4% decline, the first quarterly drop since the Covid-19 pandemic, as the company faced a tough comparison with the previous year’s 22.0% surge, fuelled by ad spending during the ICC Cricket World Cup. This mixed performance came as the company continues to expand its footprint in India, recently establishing a Global Delivery Centre in Chennai as part of its push for operational efficiency and tech-driven creativity.

Regionally, like-for-like revenue less pass-through costs declined in North America by 0.7%, the UK by 2.7%, and the Rest of the World by 2.6%, while Western Continental Europe saw a 1.7% rise. China reported a significant 20.8% drop, attributed to client assignment losses and ongoing macroeconomic pressures.

Read acknowledged the impact of weaker client discretionary spending in the fourth quarter but noted an uptick in new business, with a 2.0% growth from WPP’s top 25 clients. “We did see growth from our top 25 clients of 2.0% and an improving new business performance in the second half of the year with wins from Amazon, J&J, Kimberly-Clark and Unilever, reflecting the strength of our integrated offer,” he said.

Among its global integrated agencies, GroupM, the company's media planning and buying arm, grew 2.7% for the year, bolstered by client investments in media and wins from Amazon and Johnson & Johnson, though this was offset by a 3.9% decline in other creative agencies due to client losses and a weak Chinese market.

Looking ahead, the company expects like-for-like revenue less pass-through costs to be flat or fall by up to 2% in 2025, with hopes for a stronger performance in the second half of the year. This outlook falls well short of growth expectations, raising concerns about the company’s future trajectory.

Read remained cautious about the macroeconomic environment but expressed confidence in the company's medium-term plans. “The actions we are taking across WPP will strengthen our existing client relationships and drive our new business results,” he said. “We expect some improvement in the performance of our integrated creative agencies in the year ahead. At the same time, we have comprehensive efforts underway to improve our competitive positioning through new leadership at GroupM, with further investment in AI, data and proprietary media.”

“Though we remain cautious given the overall macro environment, we are confident in our medium-term targets and believe our focus on innovation, a simpler client-facing offer and operational excellence will support our growth and deliver greater value for our shareholders,” he added.

Gulf Oil Lubricants India Ltd., announced the appointment of Aarthy Sridhar as Chief Marketing Officer (CMO). With over 13 years of experience in brand building and category leadership at Hindustan Unilever, Sridhar brings experience in marketing strategy, portfolio transformation, and P&L management. In her new role, she will lead the company's marketing initiatives and brand strategy, driving the company's transition towards becoming a marketing-driven organisation.

Sridhar brings FMCG experience from her tenure at Hindustan Unilever, where she led strategic growth across multiple high-value portfolios including beauty, home care & ice creams. Her track record includes brand launches, category creation and driving premiumisation and portfolio transformation across brands such as Lakme, Surf excel, Comfort & Magnum. 

Commenting on the appointment, Ravi Chawla, Managing Director & CEO of Gulf Oil Lubricants India Ltd., said, "We are excited to welcome Aarthy Sridhar to the Gulf family. Her deep FMCG expertise and proven success in brand building align perfectly with our marketing excellence agenda. In today's rapidly changing industry landscape, where customer expectations are continuously evolving, she brings a fresh perspective that will accelerate our transition from traditional industrial marketing to a more dynamic, consumer-centric approach. Aarthy's proven track record in brand architecture, product innovation, and strategic portfolio management will be instrumental in strengthening Gulf Oil's market position and brand equity."

Speaking about her new role, Sridhar said, "I am delighted to begin my journey with Gulf Oil at this transformative time. Gulf Oil's storied heritage combined with its progressive outlook presents immense potential for growth. I look forward to applying my consumer-centric experience to strengthen Gulf Oil's market presence, foster innovation, and build sustainable growth through a comprehensive marketing approach.” 

Sridhar holds an MBA from the Indian Institute of Management, Ahmedabad (IIMA) and a B.Tech in Information Technology from V.J.T.I. Mumbai. Her track record of business transformation and experience in modern marketing approaches will be crucial in elevating the company's brand presence and market share in an evolving industry landscape.

In her new role, she will report to Abhijit Kulkarni who has recently been appointed as the Chief Commercial Officer of the company. 

X, the social-media platform owned by Elon Musk, is reportedly pressuring advertising giant Interpublic Group to increase client spending, raising concerns about the future of its recently announced merger with Omnicom Group.

According to The Wall Street Journal, a lawyer from Interpublic received a call from an X lawyer in December, urging the company to push its clients to spend more on X or risk consequences. Interpublic leaders viewed the message as a veiled threat, implying that the $13 billion merger with Omnicom could face obstacles from the Trump administration due to Musk's influence in Washington.

X's chief executive, Linda Yaccarino, has echoed similar warnings in discussions with Interpublic executives. The pressure comes as X continues to grapple with the aftermath of an advertiser exodus following Musk’s $44 billion takeover of the platform in 2022, then known as Twitter.

Despite the tension, Interpublic recently signed a new annual agreement with X for potential client spending. An Interpublic spokesperson clarified that the company does not make spending commitments on behalf of clients, stating that all decisions rest with the clients themselves. 

The situation unfolds against the backdrop of a probe by House Judiciary Committee Chairman Jim Jordan, who launched an investigation into the Interpublic-Omnicom merger shortly after its announcement, citing anticompetitive concerns. The probe also examines the companies' ties to an ad trade group previously investigated for allegedly withholding ad spending from social-media platforms and conservative media outlets, actions that, according to a July report, may have violated antitrust laws.

Complicating matters further, X filed a federal antitrust lawsuit in August against the World Federation of Advertisers and several major brands, including Mars and CVS Health, accusing them of orchestrating an illegal boycott of the platform. The trade group shut down an initiative aimed at protecting marketers from harmful content following the suit, asserting that X had misconstrued its efforts. During an interview at the New York Times’s DealBook Summit, Musk said, “If someone tries to blackmail me with advertising or money, they can go f— themselves.”

In January, X signalled its intent to expand the lawsuit by adding more advertisers, leaving many in the industry uneasy. On 1 February, about half a dozen new advertisers were added to the case. 

These concerns were reportedly discussed in side conversations at CES in January, a major event attended by advertisers, agencies, and tech companies. Yaccarino and her team met with executives from major ad firms such as Omnicom Group, Dentsu, and WPP during the conference. She urged WPP to sign an annual upfront deal and pushed for higher spending commitments compared to previous years, according to The Wall Street Journal.

While some agencies let their deals with X lapse after 2022, negotiations are ongoing. WPP is still in talks with X, and Publicis Groupe, the world's largest ad company by net revenue, is close to signing a nonbinding annual ad pact.

The push for ad deals coincides with a wave of brands returning to X. Amazon has resumed ad spending, as have Apple and Verizon, according to sources.

In recent discussions, Yaccarino reportedly mentioned X's antitrust litigation, underscoring its intent to uncover which agencies and brands coordinated ad boycotts. Industry insiders suggest that the return of some advertisers stems not just from new brand safety tools, aimed at preventing ads from appearing near unsuitable content, but also from fears of legal and political consequences.

YouTube has introduced AI-powered updates to its 'Replace Song' function in YouTube Studio and launched a new test for its 'Hype' programme, aimed at boosting smaller creators.

The 'Replace Song' feature, first introduced in July 2023, allows creators to address copyright claims by either removing or replacing copyrighted audio in their videos. The latest update integrates AI recommendations, offering creators a list of 10 alternative, non-infringing music tracks to replace copyrighted songs.

According to YouTube, the new functionality also lets creators select the same replacement song multiple times and perform the 'Song Erase' action within a single edit. The update aims to provide more flexibility in handling audio edits and managing copyright issues, helping creators keep their content live without facing takedowns.

In addition, YouTube has launched a limited beta test for its 'Hype' programme in Turkey. Announced in September 2024, the 'Hype' feature enables viewers to allocate 'hype points' to videos from emerging creators, potentially increasing their reach.

The new test also introduces a paid element, allowing users to purchase additional 'hype points' to further support eligible creators’ videos. Viewers in Turkey now receive three free 'hypes' per week and can choose to buy extra points to enhance a video’s visibility on the 'Hype' leaderboard. YouTube has stated that this paid option is only available to a select group of creators in Turkey during the beta phase.

Additionally, YouTube has rolled out a new Roblox Shorts effect, enabling users to virtually try on different Roblox heads. This follows the recent introduction of a Sims effect, as YouTube continues to engage with gaming communities through interactive digital tools.

As the grand spectacle of Maha Kumbh 2025 came to a close on February 26, it left behind spiritual fulfilment for millions and also key marketing takeaways for brands and agencies. With over ₹3,000 crore spent on advertising, brands deployed innovative, culturally resonant strategies to engage with the massive pilgrim audience. 

From technology-driven safety initiatives to on-ground brand activations, brands tapped into the ethos of the event in unique ways.

DSP Mutual Fund, in partnership with Dentsu Creative Webchutney and Falco Robotics, launched 'Garuda Rakshak', a drone-based search-and-rescue system to help reunite lost children at the Maha Kumbh.

Amazon India introduced its cardboard packaging into portable beds to provide comfort to attendees. These free beds were available across key areas, including the lost and found centre, Kumbh Police Karmacharis, and the Kumbh Hospital, ensuring accessibility for a range of festival-goers.

IIFL Foundation launched 15 boat ambulances in partnership with the Mela authorities to provide first-aid and emergency medical support. The initiative, in collaboration with Bharat Scouts and Guides, included a 50-member team and a health centre with doctors and medical equipment to assist the millions of attendees.

Eveready Industries supplied 5,000 Siren Torches with safety alarms to the Maha Kumbh Police to aid in crowd management and enhance safety for the millions attending the event. 

Maha Kumbh 2025 witnessed everything from digital innovations to immersive offline experiences. It was a magnet for brands across categories, with a significant portion of ad budgets flowing into digital, OOH, and television.

This resulted in buoyancy for different mediums, improving overall sentiment.

Amyn Ghadiali, Country Head, Gozoop Creative said, “Ad pricing during Maha Kumbh was 20-30% higher than other high-impact properties like IPL or Diwali.”

According to him, digital commanded nearly 40% of total ad spends, thanks to hyper-local targeting capabilities. "The investment was justified as brands reported a 25-30% increase in recall and a noticeable spike in sales, especially for FMCG, travel, and spiritual tourism sectors," he noted.

Shreyas Media had secured rights for advertising, activity, and vending zones this time, while Crayons Advertising and Vritti Solutions took charge of outdoor duties for the Maha Kumbh Mela 2025. 

Rajesh Radhakrishnan, Co-Founder & Chief Marketing Officer at Vritti Mindwave Media, the media wing of Vritti Solutions, which oversaw outdoor advertising for Maha Kumbh Mela 2025, highlighted the kind of brands benefited the most from advertising there.

“Brands from the FMCG, Banking and Insurance and Healthcare industry. Surf, Lifebouy, Dabur, Volini, Mankind Pharma, Fena, FDC Electral and Bajaj Almond Oil strategically dominated Maha Kumbh’s media landscape,” Radhakrishnan noted.

Ghadiali added, “FMCG brands like Patanjali, Dabur, and Hindustan Unilever dominated the media landscape, leveraging the spiritual and wellness themes. E-commerce platforms like Amazon capitalised on the event by promoting festive sales. Patanjali, in particular, strategically aligned its Ayurvedic products with the Kumbh's spiritual ethos, achieving an increase in market share during the event.”

Breaking the mould: Creative narratives at Maha Kumbh

This year, brand storytelling at Maha Kumbh went beyond traditional devotional messaging. 

“Storytelling at Maha Kumbh has gone from ‘Holy Dip, Jai Ganga Maiya’ to full-blown cinematic universes. Brands aren't just selling products; they’re crafting pilgrimage sagas. Everyone’s either got a poetic journey montage or a devotee’s heartfelt testimonial that could make even a stone idol cry,” shared Mitul Shah, Founder & CCO, Calculated Chaos. “And let’s not forget the AI-powered “predict your next birth” experiences—because apparently, nothing says brand engagement like knowing you’ll be a goat in your next life.”

The shift in creative execution was evident in the adoption of interactive experiences. 

Shah added, “Instead of the usual bhajan meets brand promotion, this year, brands went full jugaad mode—QR codes for instant blessings, AI-generated pravachans, and interactive AR darshans. Some even set up ‘Express Puja Lanes’, like an airport security check. And then there was MAGGI’s “Break Zones”—because obviously, after a dip in the Ganga, the first thing you crave is 2-minute noodles.”

Redefining success metrics beyond sales

At an event like Maha Kumbh, where faith takes precedence over commerce, traditional advertising KPIs take a backseat. Here, success isn't measured in immediate conversions but in how deeply a brand resonates with devotees.

Shah said, “Forget sales numbers, the real KPI here is—how many people thanked your brand like it was prasad? It’s all about goodwill. If a devotee remembers your brand while taking a dip, you’ve won. If they actually take your product home, you’re a legend. And if they start using your campaign hashtag in their pilgrimage selfies—congratulations, you’ve just achieved the nirvana of brand marketing.”

For brands, this meant shifting focus to engagement, experience, and long-term recall rather than immediate revenue. Highlighting the key success metrics, Ghadiali said, “ Success was measured through metrics like footfall at branded zones, social media engagement and post-event surveys showing a 20% increase in brand affinity. Amazon India’s delivery boxes idea got a lot of chatter online as well.”

Adding to this, Radhakrishnan explained that brands relied on a mix of quantitative and qualitative indicators. “Brands measure the success of Maha Kumbh campaigns through metrics like brand recall, engagement rates, and footfall at activation sites. They also track sales uplift, social media buzz, and customer feedback.”

Ultimately, Maha Kumbh wasn’t just about advertising. It was about creating experiences that intertwined with devotees’ spiritual journey. The brands that got it right weren’t just seen; they were remembered.

The challenge of brand recall in a spiritual space

Unlike commercial events or festive shopping seasons, Maha Kumbh is deeply rooted in spirituality, making brand recall a complex challenge. With devotees focused on faith and salvation, brands had to tread carefully, balancing visibility with cultural sensitivity.

Radhakrishnan said, “Brand recall is not difficult, if the brands think from a CSR perspective. Serving the community on such a huge scale can make a brand recall.”

One of the most recalled Kumbh campaigns is of Lifebuoy. In 2013, the brand launched a guerrilla campaign by stamping the message ‘Did you wash your hands with Lifebuoy’  on fresh rotis at over 100 dhabas and hotels during the mela. This ‘Roti Reminder’ reached 2.5 million people in 30 days, promoting handwashing to prevent germ transmission. It earned a bronze award in the PR category at Cannes.

Ghadiali noted that successful campaigns didn’t rely on overt promotions but rather storytelling that seamlessly integrated brand values with the Kumbh's cultural significance. “Brands faced challenges in balancing commercial messaging with the event's spiritual tone. Successful campaigns focused on storytelling, integrating brand values with the Kumbh's cultural significance. For example, Tata Tea’s campaign emphasising ‘unity in diversity’ resonated well.”

Shah shared his perspective on the competition brands faced—not from rival advertisers, but from centuries-old traditions. He said, “You’re competing with centuries-old traditions, not IPL ads. Devotees are here for salvation, not your ‘limited-time discount on ghee’. The brands that actually stood out were the ones that blended into the pilgrimage experience—free chai stalls, lost-and-found help desks, solar-powered mobile chargers. 

If you want recall, don’t just plaster billboards—make yourself useful, like that one uncle at weddings who knows where all the samosas are.”

Brands that provided real value, whether through service, innovation, or cultural resonance, secured their place in devotees’ memories far better than traditional advertising ever could.

What’s next for brands?

With Maha Kumbh 2025 wrapped up, advertisers are already setting their sights on the next big marketing battlegrounds. 

Ghadiali pointed out the shift in consumer sentiment: “Post-Maha Kumbh, advertisers are shifting focus to IPL 2025 and the festive season. Consumer sentiments transition from spirituality to celebration, prompting brands to align with themes of joy, gifting, and family. FMCG, automotive, and consumer electronics brands are already ramping up campaigns, with ad spends expected to cross ₹3,000 crore during IPL 2025.”

However, the learnings from Maha Kumbh won’t be left behind. Brands are now leveraging data from the event to refine hyper-local and personalized marketing strategies, ensuring deeper audience connections in future campaigns.

For rural markets, spiritual gatherings remain a key advertising avenue. Radhakrishnan, emphasised, “Any event of sports in India like an IPL would be the next big media moment for advertisers. If you ask me in the rural media, it has to be the upcoming Pandharpur Wari or the next Kumbh Mela of 2026.”

Whether through cricket, festivals, or faith-driven gatherings, brands will continue to seek moments that offer both mass reach and deep cultural resonance. Maha Kumbh 2025 was a masterclass in blending spirituality with brand engagement. While the event's primary focus remained devotion, brands that struck the right balance between reverence and recall found themselves etched in the minds of millions, much like the sacred dip in the Ganga, but with a brand logo subtly placed in the background.

Meta is reportedly considering the construction of a $200 billion data centre in the United States as part of its efforts to expand its artificial intelligence (AI) and virtual reality (VR) capabilities, according to a report by The Information.

The company is said to be assessing potential sites for the facility, with Louisiana, Wyoming, and Texas emerging as possible locations. While the company has not confirmed the plans, describing the report as 'pure speculation,' the move would align with its broader strategy to bolster AI infrastructure.

The company has already announced plans to spend over $65 billion this year on AI development, which includes a new 2-gigawatt data centre, reportedly large enough to cover a significant portion of Manhattan. The company recently activated a data centre in Mesa, Arizona, and intends to invest around $10 billion in an undersea cabling project aimed at enhancing connectivity to India and Africa.

The reported $200 billion investment would mark a significant increase in the company's AI-related spending. The move also comes as AI competition intensifies, with companies like xAI and OpenAI advancing their own projects, while Chinese firms, including Tencent, Alibaba, and ByteDance, have announced substantial AI investments.

The company has been advocating for support from the Trump administration to advance AI innovation, particularly in Europe, where regulatory challenges have slowed progress. Expanding AI infrastructure in the U.S. could signal Meta's commitment to reinforcing American leadership in the AI sector.

The company recently reported that its Meta AI chatbot has 700 million monthly active users. The company has also open-sourced its Llama model, aiming to encourage broader AI use cases and position its infrastructure as a foundation for industrial and specialised models.

While Meta has denied the latest reports, the potential investment would reflect its ongoing push to enhance AI capabilities and secure a competitive edge in the evolving technology landscape.

Instagram is reportedly considering launching a standalone app for Reels, according to a report by The Information. The move, discussed by Instagram chief Adam Mosseri with staff, suggests the platform is exploring new ways to expand its short-form video offering.

The proposed app would open to a full-screen, scrolling display of short-form videos, similar to TikTok. This comes as Reels, Meta's fastest-growing content type, has been extended to three minutes, potentially offering a wider range of content to justify a dedicated platform.

The initiative, internally referred to as 'Project Ray', aims to strengthen Instagram's short-form video ecosystem. According to The Information, the project includes efforts to enhance content recommendations for new users, particularly in the United States, and boost the distribution of longer, three-minute Reels.

Reels currently generate over 200 billion daily views across Facebook and Instagram. Meta's shift to AI-recommended content has also played a role in this growth, with more than 50% of Instagram feed posts now curated by the platform's AI system rather than user-selected profiles.

Mosseri has previously highlighted the shift in user behaviour, noting that while fewer posts are being shared to feeds, more content is being shared through Stories and direct messages. This shift raises questions about the impact a standalone Reels app could have on Instagram's engagement.

The move aligns with Meta's broader strategy to compete with TikTok, particularly as the Chinese-owned app faces regulatory scrutiny in the United States. However, it remains uncertain whether Meta will proceed with the plan or focus on integrating Reels further within Instagram.

As internal discussions continue, the potential launch of a separate Reels app could signal a new phase in Meta's short-form video strategy, with implications for both user engagement and platform dynamics.

For generations, Lifebuoy has been more than just a soap. It has been a part of Indian homes, passed down like a habit across generations, from when hygiene was just an afterthought to today, when it is a necessity. And now as consumers in India evolve, Lifebuoy is changing too.

In keeping with its legacy of innovation, Lifebuoy chose an iconic platform to mark this transformation: the Maha Kumbh Mela. Known for its massive scale and cultural significance, the Kumbh has long been a part of Lifebuoy’s journey, serving as a stage for hygiene awareness initiatives. This year, Lifebuoy is taking its presence to new heights. 

At the Mahakumbh Mela 2025, Lifebuoy relaunched with an innovative and engaging drone show, capturing the attention of millions in attendance. The spectacle reinforced the message that hygiene is not just a personal responsibility but a collective one. The event sparked widespread interest and led to wholesome reactions from the audience.

And there’s more. After this stellar event at the Mahakumbh, the brand is up to much more. Bollywood’s biggest icon—Shah Rukh Khan will be the face of this historic relaunch. His collaboration with the brand amplifies this transformation, taking the message to millions.  

Taboola has announced a new focus beyond native advertising and a powerful new technology platform called Realize. It is an industry-first platform that specialises only in performance outcomes at scale beyond search and social.

Realize taps into Taboola’s data, performance AI, and an increasingly diverse range of inventory and creative formats to achieve performance objectives. While advertisers need great solutions for all parts of the marketing funnel, they need specialised solutions. Existing solutions that promise full funnel service face significant challenges to excel in each part of the marketing funnel. As of today, Taboola is opening Realize for all advertisers focused on performance.

Taboola estimates that advertisers spend $25B a year attempting to achieve performance outcomes on DSPs and niche AdTech solutions, yet in many cases these channels lack the performance expertise, scale or data to get the results advertisers need. DSPs tend to focus on video and CTV, which is great for branding goals but not performance, while AdTech companies tend to lack enough scale for success. Taboola estimates there is nearly $30B of spend suffering from diminishing returns on social media. In addition, 75% of performance advertisers spending on social media say they are dealing with diminishing returns and are looking for solutions, due to audience saturation, rising costs and ad fatigue. In total, Taboola estimates that a majority of the $55B being spent on performance advertising is not providing the ROI it could be.

Realize is an independent performance platform that goes beyond search and social media and delivers outcomes at scale for advertisers, leveraging Taboola’s supply, first party data and AI technology. It is touted to deliver simplicity and efficiency for advertisers to run performance-based campaigns on many of the world’s largest and trusted publishers across all ad inventory, OEMs and apps. 

Key components of Realize include:

• New supply:  Going beyond “bottom of article” native
  For the first time ever, Realize allows advertisers to tap into display and even more parts of Taboola’s large network of publishers, apps and OEMs which include NBC News, Yahoo, Xiaomi and Samsung. Taboola advertisers can now go beyond native ad placements to connect with relevant customers in high visibility locations on many of the world’s most trusted publishers and apps to drive performance.
  

• AI & data advantage: Driving measurable results at scale
  Realize is powered by an AI performance engine that finds the best opportunities for campaigns across Taboola’s network of trusted publishers and apps. This AI performance engine is powered by the data advantage of Taboola’s code-on-page integrations with publishers, giving it more signal to use when optimising and placing ads.
  

• Creative freedom: Getting started faster with social, display, vertical videos
  Realize provides an intuitive experience for performance advertisers, allowing them to now reach their customer acquisition goals with the same creative assets they use on display or social media campaigns. It transforms existing assets into high-performing ads across premium placements on leading publishers and apps, instantly. 

“Every business deserves a chance to grow and succeed,” said Adam Singolda, CEO at Taboola. “Performance advertising beyond search and social media has been far too difficult for too long, however. Advertisers have settled on search and social media simply because there has been no viable alternative. Spending money with DSPs and CTV is great for branding but not optimized to drive performance, and running display with hundreds of advertising tech companies at low scale is simply not worth marketers’ time. Amazon started in 1994 and did a great job winning the book business by 2000, which allowed them to go into owning all of e-commerce. This is our “Amazon moment.” After many years of success with native ads, it's time to go after all of performance advertising. We can do a lot more for advertisers, and a lot more for publishers. Today is an exciting day for me and us at Taboola.” 

“Taboola’s new technology platform, Realize, expands the potential for success with our performance marketing. Realize provides more options to connect with customers in engaging and prominent ways through a vast network of trusted publishers globally. We expect Realize will greatly benefit our advertising reach and ROI, and we’re excited to use it,” said Julie Hansen, CRO & US CEO at Babbel.

"Taboola has been a longstanding partner for eToro, providing the technology and team that has helped us excel in reaching customers. Taboola's new Realize technology platform helps us go even further, driving success for our performance-focused campaigns and helping us to achieve our customer acquisition goals. We look forward to continuing to grow using Taboola and Realize," said Nir Szmulewicz, CMO, eToro.

“We praise Taboola’s end-to-end approach to ensuring performance advertising success,” says Jeff Ratner, President Media, Data, Analytics at Quigley-Simpson. “We have worked with Taboola for many years and they have shown the technology and expertise needed for driving true ROI for our campaigns. Realize shows promise for going even further, bringing the best of all worlds–AI that works to find us the best outcomes, audiences that are uniquely engaged, and placements that are highly visible that live on trusted publishers.”

“For a media agency that has always been on the cutting edge of performance marketing, as we are at EVERSANA media, I could not be more excited to leverage Taboola’s new performance platform, Realize, which brings to life end-to-end performance campaigns. With Realize, you have the marriage of both audience engagement and scale, along with outcome-driven AI. I think this type of strategic pivot into performance is going to yield major dividends for Taboola and its clients,” says Justin Chase, EVP, Media at Eversana.

India has secured four shortlists in the Innovation category at Spikes Asia 2025, making up a significant portion of the 11 shortlisted entries.

Amongst them, Dentsu Creative India and Leo Burnett India each received two nominations.

Dentsu Creative India has been shortlisted for its ‘Motorola Deep Connect’ campaign, in both the Product Innovation and Societal Innovation subcategories. Leo Burnett India received shortlists for two Lay’s campaigns — ‘Lay’s Drops of Joy’ in Environmental Innovation and ‘Project Farm Equal’ in Societal Innovation.

This marks an improvement from last year when India secured two shortlists in the same category.

The Innovation Spikes celebrate breakthrough ideas, technology and problem-solving in advertising and marketing. This year’s shortlisted entries come from Australia, India, Japan, New Zealand and Singapore.

All other category shortlists will reportedly be announced on Thursday, March 20, at 9 AM SGT.

You know how advertising loves a good bandwagon? Whether it’s the Cricket World Cup, the Olympics, or even Valentine’s Day, brands are always on the lookout for moments to shine. But this time, the Maha Kumbh Mela took centre stage – and let’s be real, with 600 million people attending, it wasn’t just a moment; it was THE moment.

At first, the idea of advertising at such a deeply spiritual gathering felt, well… off. But then I thought back to some past brilliance, like Lifebuoy’s ‘Roti Reminder’ from the 2013 Kumbh – handwashing messages printed directly onto rotis. Genius, right? So, I was curious – how would brands step up this time?

Turns out, about 20-25 of them did, from KitKat, Coca-Cola, and Mountain Dew to BlinkIt and Dettol. It made total sense – if you want to reach all of India, all at once, this was your stage. Most brands focused on practical activations: Dettol handed out soaps, BlinkIt set up a pop-up store, Mangaldeep crafted stunning incense installations, and MakeMyTrip even sorted out temporary housing. Functional, useful, smart.

But the one that truly stood out to me? Shaadi.com.

We’ve all grown up hearing the classic Kumbh Mela trope—bichhde hue bhai-behen (long-lost siblings getting separated in the crowd). And guess what? Shaadi.com turned this age-old cliché into a genius brand activation. They introduced connected wristbands that helped people find each other in the massive sea of devotees. A clever play on their brand ethos of bringing people together, but also solving a very real problem. That’s the kind of creative thinking that makes advertising at an event like this feel organic and meaningful.

Then there was the tech-powered innovation.

• Asian Paints' 'Divine Intersections' turned paint cans into beacons of hope at the Maha Kumbh. Towering 30-foot installations at key locations displayed real-time photos of missing individuals on LED screens, helping reunite lost loved ones amidst the massive crowds.

• DSP Mutual Fund used drones at the Maha Kumbh to locate and reunite missing people, turning a real challenge into a real-world solution. The initiative echoed DSP’s message—"staying invested for the long run" in both finance and human connections.

• ITC Mangaldeep used 3D Augmented Reality (AR) to allow devotees to virtually participate in sacred rituals like the Shahi Snaan, Deep Daan, and Aarti from anywhere. Imagine sitting at home and still being part of the experience—innovation meeting faith at its finest.

While these campaigns made an impact, I couldn’t shake the feeling that there was still room for more. Where was AI? Where were immersive experiences that could truly elevate the interaction? The Maha Kumbh Mela is an unmatched cultural moment—a melting pot of tradition, technology, and human connection—and it feels like the surface has only just been scratched.

But that’s the beauty of advertising. It keeps evolving, and every opportunity is a chance to push the envelope. The next Maha Kumbh is 12 years away—long enough for brands to rethink, reinvent, and reimagine how they show up. If this year was any indication, the future of advertising at the Kumbh isn’t just bright—it’s limitless.

This article is penned by Aakash Goplani, Account Director, SoCheers.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.

Crompton Greaves Consumer Electricals has appointed Tanmay Prusty as its Chief Marketing Officer, effective February 24, 2025. The company announced the appointment in an exchange filing, stating that Prusty will be designated as senior management personnel.

Prusty brings extensive experience in marketing, having worked with companies such as Tata Consumer Products, Amazon, Reckitt Benckiser, and ITC. He has contributed to brands like Tata Tea, Dettol, and Fiama Di Wills, gaining expertise across sectors including food, personal care, and consumer electronics.

Before joining Crompton, Prusty led the business unit at Capital Foods under Tata Consumer Products, overseeing an ₹800 crore portfolio that included brands like Ching’s Secret and Smith & Jones. He played a key role in integrating Capital Foods into Tata Consumer Products, managing business operations and stakeholder relationships.

His leadership experience and strategic expertise will support the brand’s growth in the consumer electricals market.

Mukesh Ambani’s Reliance Group is intensifying efforts to monetise the Indian Premier League (IPL) after finalising an $8.5 billion media merger with Walt Disney, Reuters reported on Tuesday. The company is targeting small businesses and leveraging neuroscience-based brain mapping to enhance advertising effectiveness.

With Reliance and Disney having jointly acquired IPL’s expensive broadcasting rights for nearly $10 billion, ad revenue is critical to making the deal financially viable. Competing with Netflix and Amazon in India's $28-billion streaming market, Reliance is launching a nationwide campaign to attract small businesses, offering IPL streaming ad packages starting at $17,000.

Reliance claims its neuroscience research indicates that IPL ads generate up to four times higher engagement and memorability than ads on platforms like YouTube and Instagram. This strategy was showcased in private seminars across seven cities, where media executives and small business owners explored IPL’s advertising opportunities.

To boost ad revenue, Reliance is focusing on making IPL advertising accessible to smaller businesses by positioning it as a cost-effective alternative to traditional TV ads. The company is also introducing ads on mobile scorecards and employing AI-driven digital ad targeting, allowing for precise audience segmentation based on demographics, location, and income—an advantage over traditional television’s rigid pricing.

Reliance is competing against Google, Meta, Netflix, and Amazon in India’s digital advertising market, where YouTube alone has nearly 500 million users. However, challenges remain. Regulatory restrictions prevent Reliance and Disney from significantly raising IPL ad rates post-merger, while the high cost of broadcasting contributed to Disney India’s $1.42 billion loss last year. Additionally, YouTube and Instagram offer significantly cheaper ad options, with YouTube’s entry-level ads priced at just $115 compared to IPL’s $17,000 minimum.

Despite raising IPL ad rates by up to 25% this year, Reliance’s success will depend on whether it can translate high engagement into sustained profitability in India’s competitive digital media landscape.

The International Gemological Institute (IGI) has named Pooja Sahgal as its Global Chief Marketing Officer.

Bringing over 35 years of experience, Sahgal has a background in marketing, branding, and digital strategy, having worked with leading consumer brands.

Before joining IGI, she served as Vice President & Head of Category Direction, Innovation, and Equity at Godrej Consumer Products Limited, where she played a key role in shaping brand strategies. Prior to that, she was the Chief Marketing Officer at Raymond Consumer Care, driving brand growth and innovation.

Her career also includes leadership positions at Kaya Limited, L'Oréal India, and Kellogg UK, where she spearheaded marketing initiatives across multiple consumer categories. With expertise in product development, P&L management, and talent development, she has a track record of driving business success.

As IGI continues to expand its global presence, Sahgal’s appointment is expected to strengthen its brand positioning and market engagement strategies.

The Delhi High Court on Tuesday, February 25, 2025, declined an urgent hearing on a plea seeking a ban on DeepSeek, an AI chatbot developed by Chinese entities, in India.

A bench comprising Chief Justice D.K. Upadhyaya and Justice Tushar Rao Gedela stated that the public interest litigation (PIL) lacked urgency and did not warrant priority. When the petitioner’s counsel argued that the issue was sensitive, the court responded that if the platform was harmful, the petitioner could simply refrain from using it. The judges noted that similar platforms had long existed in India and saw no justification for an expedited hearing.

Rejecting the application, the court remarked that while many things were accessible online, individuals were not obligated to use them. The petitioner's counsel had requested an earlier hearing date, moving it from April 16, citing time constraints in the previous session. The court had earlier given the Centre’s counsel time to gather instructions on the matter.

Petitioner Bhavna Sharma, a lawyer, argued that the plea aimed to safeguard citizens' personal data and government systems from cyber threats and breaches. The petition highlighted security vulnerabilities discovered in DeepSeek within a month of its launch, allegedly leading to large-scale leaks of sensitive information, including chat history and backend data.

Titan Company Limited has further deepened its collaboration with Qoruz, an influencer marketing intelligence platform, to drive more effective and data-backed influencer campaigns. This partnership aims to enhance the brand’s digital presence and engagement by leveraging the platform’s technology and expertise in the influencer marketing space.

As part of this collaboration, the brand is utilising Qoruz’s platform to streamline influencer discovery, access data-driven insights, and execute high-impact marketing strategies. With its AI-powered campaign management tools, competition analysis, and campaign library, the brand can optimise its influencer marketing efforts while ensuring precision and efficiency in every campaign. 

Speaking about the same, Sheetal Mishra, Marketing Communications Manager at Titan Company Limited, said, “Qoruz has been a game-changer for us at Titan International Brands department, empowering our team with actionable insights and streamlined campaign management. It has elevated our influencer marketing efforts, allowing us to create meaningful connections and deliver impactful results in the ever-evolving digital landscape.”

Through this continued collaboration, the brand aims to scale its influencer marketing strategy, ensuring that its campaigns resonate with the right audience while maximising efficiency and impact.

Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz highlighted the long-term vision of the partnership, stating, “Our relationship with Titan has grown over time, built on a shared vision of leveraging data and technology to drive impactful influencer marketing. This extended collaboration is a testament to the trust and value we bring to brands looking to scale their digital presence. We look forward to continuing our work with Titan and supporting their journey in shaping meaningful consumer connections.”

YouTube is updating how mid-roll ads appear in videos to enhance the viewing experience while helping creators earn more revenue.

Starting May 12, the platform will reduce the number of ads placed at disruptive moments, such as in the middle of a sentence or action scene. Instead, ads will appear at natural breakpoints, like pauses and transitions.

For videos uploaded before February 24, it will automatically adjust mid-roll ads to align with these natural breaks. Creators who prefer manual ad placements can opt out in YouTube Studio. However, the platform warns that videos with disruptive ad slots may generate lower revenue after May 12.

To assist creators, the platform is introducing a tool that suggests better ad placements to minimise disruption. It also encourages creators to allow its system to determine optimal ad placement automatically. According to YouTube, creators who use a mix of manual and automatic mid-roll ads see, on average, a 5% increase in ad revenue compared to those who place ads manually.

"You still control whether to include mid-roll ads and where they appear," the platform stated in a help page for creators. "Our goal is to provide more information and better options."

By making these changes, it aims to improve viewer retention and provide a better overall experience for both audiences and creators.

Two years ago, if you were in the market for a smartphone and had a set budget, the first thing you would do after consulting with your tech-savvy friends was Google it. For decades, searching for anything online has been almost synonymous with Google. The tech giant has dominated the search landscape, processing an estimated 8.5 billion searches daily. Brands built digital strategies around its algorithms, optimising for keywords and backlinks to rank higher. Until a new era ushered in.

Enter ChatGPT, DeepSeek, Gemini, Perplexity and more — AI-driven platforms that don’t just retrieve information but are slowly reducing users’ reliance on traditional search engines. A recent study found that 63% of websites receive traffic from AI-generated sources, with 98% coming from just three chatbots.

Now, users ask AI chatbots like ChatGPT questions like “What are the key differences between a Samsung Galaxy S23 and an iPhone 14 Pro?” or “What are the best times to visit Japan?”

Consumers are increasingly using AI for answers, avoiding Google entirely. A survey suggests that about half of Indian internet users are already using AI platforms, wherein 28% of those surveyed use ChatGPT, 9% use Perplexity, 6% use Co-Pilot directly or via Bing, and 3% use Gemini through Google and Llama. 

This shift poses the question: Is traditional SEO still relevant?

During GroupM’s recent unveiling of its TYNY report, Priti Murthy, President, GroupM Nexus emphasised that SEO is evolving into ‘GEO’ — Gen AI-driven Optimisation, a shift where AI platforms will dictate online visibility. 

Murthy told us, "Performance now hinges on relevance, personalisation, and intent. With Gen AI delivering real-time content, to ensure a competitive edge, marketers must create authentic, high-value content that aligns with AI-driven discovery and conversational search—because, in this new era, AI is the enabler in your search journey."

Ashutosh Sharma, Head of SEO at Madison Media Loop notes that generic SEO strategies are becoming less effective, pushing brands to focus on hyper-relevant content.

According to him, “AI is transforming search by prioritising intent and context to deliver personalised answers that reference web pages rather than just ranking them.” 

With this, users look for information directly on the search results page without clicking on individual links, making it more challenging for SEO experts to drive organic traffic.

A shift towards search intent

Srikant Rajasekharuni, Director, Redmatter Integrated Marketing says that SEO is no longer a lone ranger, but now it’s a team player in a brand’s bigger digital game plan. He believes that the old model of outsourcing SEO to agencies that build backlinks and tweak metadata for rankings is no longer practical.

“Understanding your audience and not just their searches but their thoughts, needs, and behaviours is now a brand’s core responsibility. The brands that thrive will be the ones who take control, craft meaningful content, and foster real engagement.”

Rajasekharuni notes that smaller brands have the opportunity to compete by creating content that truly resonates with their audience.

To keep up with the changes in consumer behaviour, brands are rethinking their strategies. Sharma notes a shift toward semantic SEO, focusing on search intent rather than static keywords. “For example, instead of targeting a broad keyword like ‘cheap laptops,’ you could create intent-driven content such as: ‘Best Budget Laptops for Students (2025 Guide)’ (Informational Intent) or ‘Where to Buy Affordable Laptops Near Me?’ (Transactional Intent).”

Neha Bawa, Director of Brand Marketing at Techmagnate, adds that topic clusters, entity-based SEO, and knowledge graph optimisation are now essential components of a modern content strategy. “A robust SEO strategy in 2025 will have to go beyond keywords and encompass multimedia and multi-modal content and trust signals.”

Moreover, interactive experiences like personalised chatbots, recommendation engines, and AI-driven tools are keeping audiences engaged. Sharma offers an example noting that a travel website could use AI to suggest personalised itineraries based on user history, weather conditions and trending destinations, while a fitness brand might create customised workout plans based on past activity.

As AI-driven experiences shape how users interact with content, search engines are also evolving to prioritise relevance and engagement over traditional ranking factors. This shift has led to new rules for content visibility, where search is no longer just about keywords and backlinks but about delivering value through intent.

New rules of content ranking

Traditional SEO relied on backlinks and keyword density, but AI is rewriting the playbook. Search engines like Google have been focusing on differentiating AI-generated content from in-depth, human-authored work, with the 'Helpful Content' update being a significant step in that direction. 

Ashutosh Sharma notes that optimising AI-driven search results has been more effective with frameworks such as the Pillar-Cluster model for establishing topical authority, Entity-based SEO, Multi-Modal SEO, and Search Experience Optimisation (SXO).

Neha Bawa also comments that brands can focus on keyword strategy, structured data and on-page SEO, content optimisation, authority and credibility, enhancing user experience, addressing E-E-A-T factors (expertise, authority and trust), technical optimisation, and strategically leveraging YouTube. 

Moreover, Prashant Puri, CEO & Co-Founder of AdLift, highlights the importance of conversational and natural language optimisation. He mentions that keyword-to-intent mapping is now critical as AI prioritises understanding the why behind searches. 

“To thrive, brands must create content that answers as many questions as possible within their category while aligning with how users—and AI—seek information,” as per Puri. 

“Engagement metrics like time on page and repeat visits are becoming key ranking factors, emphasising the need for interactive, valuable content that fosters sustained interaction.” 

However, while AI-driven search prioritises relevance and engagement, it also introduces new challenges for brands. These shifts are making it harder for brands to predict and maintain visibility.

Challenges of AI-driven search

One of the biggest challenges brands face is declining website traffic due to AI-powered zero-click searches, making website rankings less predictable, and users no longer need to visit brand sites. Sharma explains, “To stay visible, brands must prioritise entity-based SEO, establish topical authority, and implement structured data markup. Optimising content across multiple formats—videos, images, and voice responses—is essential.” 

Neha Bawa of Techmagnate agrees, adding that the search landscape has grown increasingly complex. “The search landscape has expanded significantly to now include AI overviews, Featured Snippets, People Also Ask (PAA), News Searches, Vernacular queries, and Google Merchant listings, to name a few. Discussion forums are also being featured in results, creating a more crowded and complex environment,” she shares.

In fact, a new analysis finds that Google AI Overviews are more volatile than organic rankings. The report reveals that 60% of the time, pages ranking in Google's top 10 also appear in AI Overviews, while 40% of the time, AI Overviews feature webpages that do not rank in the top 10 of organic search. 

However, these AI models have significantly reduced website traffic, which has led to a wave of lawsuits against AI companies, with publishers accusing them of using proprietary content without consent. Bawa believes this changing search landscape is a sign for brands to strategise and gain visibility on AI platforms. 

“The future of search is multi-platform, and to maintain visibility and dominate search results, brands must adopt a strategic and comprehensive approach to target the entire search landscape. Their content strategy needs to be more expansive and diversified.”

With AI shaping the future of content discovery, brands must adapt or risk losing visibility. This includes:

• Prioritising entity-based SEO and structured data to enhance discovery.

• Developing content strategies beyond traditional search, targeting AI-driven platforms like ChatGPT and Perplexity.

• Optimising for engagement metrics, not just rankings.

• Leveraging multi-modal content formats (video, voice, interactive tools) to cater to AI-driven search.

As experts aptly put it, search isn’t disappearing; it’s evolving. The future of SEO belongs to those who can connect, engage and provide real value by understanding and serving the audience better than anyone else.

Perplexity has hinted at the launch of its new web browser, Comet, and is now allowing interested users to sign up for early access.

Aravind Srinivas, Perplexity's Co-founder and CEO, described Comet as an "agentic browser" in a LinkedIn post, emphasizing the significant engineering effort behind it. He invited users to join in shaping the future of web browsing, where AI can conduct deep research and handle tasks.

Details about Comet’s compatibility remain uncertain, including whether it will be available beyond smartphones to platforms like Windows and macOS or if it will be built on Chromium.

Though specific features are yet to be revealed, Comet is expected to integrate AI-driven automation. It will enter a competitive space, facing well-established browsers like Chrome and emerging AI-focused alternatives like Dia by The Browser Company.

Founded in 2022, Perplexity is known for its AI-powered app, which leverages models like ChatGPT and DeepSeek to enhance web searches. The app, available on Android and iOS, provides a curated search experience by blending generative AI with web browsing. 

Social Samosa returns with the tenth edition of #Superwomen, a platform dedicated to recognise and celebrate women and non-binary professionals who are pushing boundaries, challenging the status quo, and driving impactful change.

This initiative is a tribute to the resilience, creativity, and expertise that fuel this industry. Whether it’s crafting powerful campaigns, steering businesses toward growth, or leading conversations that matter, these individuals have made their mark with sheer grit and innovation.

While progress is ongoing, the challenges remain. With #Superwomen 2025, we aim to spotlight those who have navigated these challenges and emerged as forces to be reckoned with. From creative minds to strategic thinkers, from brand custodians to media mavens, we invite nominations for those who have redefined excellence.

Know someone who deserves this recognition? Nominate them before March 02, 2025, here!

Entries will undergo a thorough evaluation by our esteemed jury across the categories mentioned below:

Agency Leaders

Brand Marketers

Content Creators & Influencers

Entrepreneurs

Media Leaders

Public Relation

More details will follow soon. For anything specific about #Superwomen2025, write to us at events@socialsamosa.com or tweet to us @Social_Samosa. Nominate now!

Pravis, a tech-first growth marketing agency, has appointed Ritu Sharda as its partner and Chief Creative Officer. With over two decades of experience in the industry, Sharda is one of India’s most accomplished creative leaders. She joins Pravis from Ogilvy, where she led several iconic and award-winning campaigns.

In her new role, Sharda will lead Pravis’ creative vision, ensuring that brand-building and performance marketing work together to solve real brand challenges. 

Ritu Sharda, Partner & Chief Creative Officer, Pravis, stated, “Creativity in the digital world is being forced into silos —brand storytelling on one side, performance marketing on the other. But true brand success comes from integrating the two seamlessly. That’s what excites me about Pravis. It’s built to be tech- first, with no silos and a compensation model tied to brand success. This is where I see the future, and I’m excited to build it with them.”

Vishal Gupta, Co-Founder of Pravis, added, "Brands have split agencies to manage different parts of the marketing funnel, resulting in lower ownership and agility. At Pravis, we take complete ownership of the entire funnel and tie our remuneration model to brand growth. With Ritu on board, we now have one of the sharpest creative minds ensuring that the power of creativity flows through the entire funnel seamlessly."  

With 24 years of experience, Sharda has led award-winning work for brands such as Mirinda, 7 Up, McDonald’s, Samsung, Nestlé,  Coca-Cola, HP, Google, BMW, Ford, KFC, MasterCard, Thums Up, Sprite, Fanta, Pernod Ricard, Dalmia cement, Mother Dairy, and Dabur.

Some of her most notable campaigns include Meri Maggi, Adopt a pothole (apollo tyres),  #ReleaseThePressure  (Mirinda), #StandByToughMoms (All Out), The Legacy Project (100 Pipers Whiskey), #SaveTheEvidence  (DNA Fights Rape), #PalatDe, #TaanePalatDe, #HarHaathToofan, #DumHaiTohDikha(Thums Up), #MaaJaisi for mother dairy, and ‘men will be men’ (imperial blue whiskey). 

A respected voice in the industry, she has served as a juror for Cannes Lions, The One Show, D&AD, AdFest, Effies APAC, and Kyoorious. She has also been a speaker at the global 3% conference. 

Prashant Sinha, Co-Founder of Pravis, commented, "In a market of sameness, great creativity acts as a force multiplier—driving both brand differentiation and the efficiency of marketing spends. Ritu, with her track record of delivering award-winning, culture-defining work, will ensure that creativity becomes a growth engine, not an afterthought in a digital-first world."  

Since its launch 18 months ago, Pravis has built a client portfolio which includes Johnson’s Baby, Danone, Voltas Beko, Volvo, Neutrogena, Aveeno Baby, ORSL, PNB Metlife, Canara HSBC Life Insurance, Philips Appliances, Stayfree, and Apollo Tyres.

Hashtag Orange, a digital native advertising agency announces the appointment of Umeish Shashidharan as Vice President of Media. This move, in line with the agency’s vision for growth, aims to strengthen the leadership team significantly. As part of the role, Shashidharan is set to oversee Media Operations and New Business Development, working closely with Ankush Vij. He will be based in the agency’s Mumbai office. 

With 14 years of experience, Shashidharan brings experience in online marketing, spanning brand-building and direct-response strategies. His background includes paid search, social media, display campaigns, and media planning and buying. Having led large teams, Shashidharan's understanding of the digital ecosystem and leadership skills will guide Hashtag Orange's media operations.

Mukesh Vij, Founder of Hashtag Orange, shared his excitement about Umeish joining the team, "We are thrilled to welcome Umeish Shashidharan to Hashtag Orange. His expertise in the digital media space and his strategic vision will play a crucial role in driving our media capabilities and growth objectives. This appointment reflects our ongoing commitment to building a world-class team that can deliver exceptional results for our clients."

Expressing his excitement at the journey ahead, Umeish Shashidharan added, “Joining an energetic, innovative and trail-blazing team like Hashtag Orange is a great way for me to apply over a decade of experience in ways I never imagined. Together, I believe we can go above and beyond for our clientele, experiment with creative media strategies, and ultimately build a truly formidable Media Department. I look forward to working closely with my fellow leaders and delivering exceptional results for our clients.”

Zouk, the Indian lifestyle brand, has appointed Kriti Sanon as its brand ambassador. Recognised for her style and association with modern Indian fashion, Sanon reflects the brand's focus on combining traditional and contemporary design.  

The collaboration aims to expand the brand's reach in the bag segment, targeting consumers seeking a balance of style and functionality.

Disha Singh, Founder of Zouk, shared her excitement about the partnership, stating, “Kriti’s confidence and authenticity make her a great fit for Zouk. She represents the modern Indian consumer, someone who values heritage but also embraces contemporary trends. With her on board, we’re excited to introduce Zouk to even more people.”

Pradeep Krishnakumar, Co-Founder of Zouk, added, “Partnering with Kriti Sanon is a big step forward for us. Her influence and love for Indian craftsmanship align perfectly with our vision of creating stylish, functional, and thoughtfully designed handbags.”

Sanon expressed her enthusiasm, saying, “Zouk’s approach to design instantly resonated with me. Their bags beautifully blend traditional Indian elements with modern aesthetics. I love brands that tell a story, and Zouk does that effortlessly. I’m excited to be part of this journey and represent a brand that truly celebrates contemporary Indian fashion.”

The brand has opened stores in Mumbai, Pune, Bangalore, Lucknow, and Gurgaon, bringing its designs closer to consumers.  Zouk has also recently launched its women-first luggage line, designed to cater to modern Indian travelers.

Social Panga, the integrated creative and digital marketing agency, has announced the launch of The Viral Union (TVU), a dedicated influencer marketing vertical. Led by Sudarshan Kailash, The Viral Union will offer brands solutions in the expanding creator economy, spanning nano, micro, and macro influencers, talent partnerships, and performance-driven campaigns.

With influencer marketing expected to grow at 25% annually, reaching ₹10,500 crore by 2027, the agency’s move reflects its focus on offering data-driven and scalable influencer marketing solutions.

Speaking on the launch of the new vertical, Himanshu Arora, Co-Founder, Social Panga, highlighted the importance of influencer marketing in today’s brand ecosystem saying, “Influencer marketing is no longer an add-on, it’s a core strategy for brands looking to engage audiences authentically. The Viral Union is designed to bridge the gap between content creators and brand narratives, ensuring campaigns that not only drive visibility but also deliver tangible business impact. With TVU, we are doubling down on our commitment to data-backed, creative-first storytelling that truly resonates.”

Gaurav Arora, Co-Founder, Social Panga, further emphasized, “We have always believed in deep vertical expertise and evolving with market dynamics. The Viral Union is a natural extension of this philosophy, bringing together data, creativity, and authenticity to drive meaningful engagement for brands. With TVU, we are strengthening our integrated ecosystem, complementing the production excellence of The Yellow Shutter and the creative ingenuity of Social Panga, to elevate brand storytelling and campaign impact."

Sudarshan Kailash, Head of The Viral Union, shared his vision for the new vertical saying, “Influencer marketing is no longer just about visibility; it’s about delivering real impact. At The Viral Union, we are committed to building campaigns rooted in authenticity, backed by data, and driven by creativity. Our goal is to set new benchmarks in the industry, helping brands connect with audiences in more meaningful and effective ways."

The agency already working with brands, including Domino’s, AMD, Kit Kat, Bumble, Swiggy, Tata Motors, Pepperfry, and 3M, among others. The vertical is set to scale influencer-driven strategies across platforms, industries, and audience segments.

Social Panga, which is a part of LS Digital also has a production house called The Yellow Shutter.

The single biggest and only ICC tournament being played this year, the ICC Champions Trophy 2025, is underway and simmering up to be a worldwide spectacle. Co-hosted by Pakistan and the UAE, this edition comes with its own set of quirks. Pakistan, returning as a major host for the first time in years, offers an emotionally charged audience and a deep-rooted cricketing culture. On the other hand, the UAE, a melting pot of cricket-loving expatriates, provides a lucrative, digitally savvy market. With advertising trends shifting faster than a T20 innings, how are brands planning to navigate these distinct landscapes?

Flavour of the hosts 

The ICC Champions Trophy 2025 is not your run-of-the-mill tournament. With its dual-hosting arrangement, the event embodies a juxtaposition of two distinct media ecosystems. On one hand, there is Pakistan—a nation where cricket is practically a religion, and where every street corner vibrates with the echoes of legendary matches and impassioned commentary. On the other hand, the UAE, with its glittering skylines and a cosmopolitan audience, presents a completely different yet equally compelling narrative.

According to Mazhar Gadiwala, Vice President at Togglehead Sports, “The ICC Champions Trophy 2025, co-hosted by Pakistan and the UAE, presents unique challenges and opportunities for global brands aiming to advertise during the tournament. Pakistan’s market is characterised by a high passion for cricket, with a significant portion of the population actively following the sport. However, the country has faced challenges in hosting international events due to security concerns, which can affect international brand participation and cautious ad spending. The UAE, on the other hand, offers a more stable environment with a diverse, affluent audience, making it an attractive market for advertisers. Additionally, Dubai serves as a hub for immigrants from cricket-crazy nations like England, India, Pakistan, and Bangladesh, creating a vibrant, multi-national audience.”

In Pakistan, the fervour for cricket is palpable. Traditional media—especially television and print—still hold sway, capturing the hearts of millions who follow the game with passion. Yet, the country’s historical security concerns introduce a wrinkle: while the love for cricket is unbridled, the challenges of hosting international events often necessitate a degree of caution in ad spend and on-ground activations.

Conversely, the UAE’s media environment is a testament to modernity. With a high penetration of digital platforms, robust out-of-home (OOH) advertising spaces like airport billboards, and a diverse demographic, the UAE offers a fertile ground for brands seeking to make a premium impact. As Gadiwala explains, “Brands can leverage the UAE’s advanced digital infrastructure to reach a tech-savvy audience. The combination of these markets allows brands to tailor their strategies to different segments, balancing the high engagement in Pakistan with the stability and purchasing power in the UAE.”

Aruni Panda, Senior Vice President - Digital, Carat India, points out the importance of digital growth: “With the majority of the viewership being generated out of India and the Indian diaspora across the globe, large brands will continue to invest significantly. The ICC’s integration of AI to enhance fan experiences presents new avenues for interactive and personalised advertising.”

Riding the digital wave

As the digital revolution accelerates, traditional advertising is undergoing a metamorphosis. The global marketing landscape is increasingly dominated by digital platforms, and nowhere is this trend more evident than in the realm of sports advertising. A report by Dentsu highlighted that India’s digital ad spend surged by 21.1% in 2024—a clear indicator that digital is not just a fad. As for the Champions Trophy 2025, digital advertising is expected to be a major growth driver.

Panda offers a similar perspective on this trend: “Pakistan and the UAE have distinct media environments. Pakistan's media is vibrant and cricket-centric, with a strong presence of traditional media like television and print, alongside a growing digital audience. In contrast, the UAE's media is more cosmopolitan, with a significant expatriate population and a high penetration of digital platforms.”

While television remains a powerful medium, particularly in Pakistan, digital platforms are gaining ground. The merger of Jio and Hotstar is set to boost digital viewership in India, creating a lucrative space for advertisers targeting mobile-first audiences. Brands will leverage AI-driven campaigns, influencer marketing, and interactive content to enhance engagement.

Advertising on OTT platforms and fantasy sports apps like Dream11 is likely to surge, while short-form video content on platforms like Instagram and YouTube Shorts will play a crucial role in fan engagement. Advertisers who can create immersive, second-screen experiences will have an edge in this evolving media landscape.

Rupali Chavan, SVP & Head of Business, Mudramax, underscores the importance of a balanced strategy: “The ICC Champions Trophy 2025 presents a dynamic playground for global brands. Pakistan, making a grand return as a major cricket host, offers an emotionally charged fanbase, while the UAE’s multicultural media landscape provides premium exposure. A well-balanced mix of traditional and digital strategies will be key.”

Notwithstanding, it remains to be seen how the receptivity in Pakistan changes as the hosts have been eliminated from the tournament after consecutive losses.  

The big spenders

Historically, FMCG, tech, and automobile brands have led the charge in cricket sponsorships, and this trend will continue. Beverage giants like Coca-Cola and Pepsi are expected to make significant investments, aligning their campaigns with the high-energy cricketing atmosphere.

Fintech companies will also be major players, particularly in the UAE, where digital financial services are expanding rapidly. The presence of high-net-worth individuals and expatriates in the UAE makes it an attractive market for financial and luxury brands.

Meanwhile, BFSI companies have increased their focus on cricket advertising, capitalising on the sport’s unmatched reach. Betting and fantasy sports platforms are also expected to spend heavily, especially in the digital space, despite regulatory scrutiny.

Panda further notes: “While FMCG, RMG, and auto will continue to be large spenders, BFSI has upped its ante in recent times. Categories like beverages, insurance, telecom, and auto would want to utilise this massive tournament to create impact and resonance.”

Ad rates, budget allocation, and the IPL factor

With ad expenditures reportedly declining in certain sectors, some might expect a cautious approach to sports advertising. However, cricket remains an exception, consistently commanding premium rates. Major tournaments featuring high-stakes India-Pakistan matches drive ad rates to soaring levels, with brands vying for premium slots.

The recently concluded India-Pakistan match saw advertisers shelling big bucks for a spot in the coveted ad slot. A 10-second ad slot during the match was priced at INR 50 lakh—three times the rate of an Indian Premier League (IPL) ad slot.

One major consideration for advertisers will be the proximity of the Champions Trophy to the Indian Premier League (IPL) 2025. The IPL’s enormous ad budget requirements could impact how brands allocate their spending, especially given that the Champions Trophy will take place at the end of many companies’ financial years. Marketers will have to balance their investments strategically, ensuring they make the most of both events without overspending.

Chavan points out this crucial timing issue: “India’s decision to play its matches in Dubai due to security concerns in Pakistan could influence advertising strategies. Brands may exercise caution with on-ground activations in Pakistan, reallocating budgets towards digital platforms and media channels that offer broader regional reach.”

Despite potential budget constraints, advertising on television will remain significant due to the communal viewing nature of cricket in South Asia. Meanwhile, digital platforms will continue to see increased ad spend, particularly in formats that offer high engagement and personalisation.

The ICC Champions Trophy 2025 presents a fascinating blend of traditional and digital advertising opportunities. The unique co-hosting arrangement challenges brands to tailor their media strategies to two distinct markets while also considering the broader global audience.

Brands that effectively integrate AI, social media, and interactive experiences with their traditional ad strategies will likely see the greatest returns. Whether through high-impact television commercials, immersive digital campaigns, or strategic out-of-home placements, the Champions Trophy promises to be a marketing spectacle in its own right.

QYOU Media Inc. has announced that its subsidiary, Chatterbox Technologies Limited, has filed for an initial public offering (IPO) on the SME Platform of the BSE Limited (BSE), marking India's first IPO focused on influencer marketing.

The IPO will offer up to 3,727,200 equity shares, with the final price to be determined through the Book Building Process. The shares are set to be listed on the BSE, pending regulatory approval. The process will follow Rule 19(2)(b) of the Securities Contract (Regulation) Rules, 1957, and comply with the Securities and Exchange Board of India (SEBI) ICDR Regulations.

Chtrbox's IPO will allocate not more than 50% of the net issue to Qualified Institutional Buyers (QIBs), with up to 60% of the QIB portion reserved for Anchor Investors. Additionally, 15% will be available to Non-Institutional Bidders and 35% to Retail Individual Bidders.

Curt Marvis, CEO and Co-Founder of QYOU Media, said, "Our team in India has been working diligently on this project for many months. All QYOU Media shareholders should be extremely proud of this accomplishment as it marks the beginning of our journey to become a leading publicly listed SME company in the influencer marketing space in India."

Raj Mishra, CEO and Managing Director of Chtrbox, added, "We all recognised the amazing potential that existed for Chtrbox when I joined the QYOU Media team, particularly in light of the powerful and sustained growth of what is now being called 'The Creator Economy'. As the first publicly listed company in India specifically focused on the influencer marketing business segment, the ability to quickly and accurately discover influencers with the right audience demographic and engagement metrics becomes increasingly valuable."

Chtrbox, founded in 2016, connects brands with social media influencers. The platform has managed over 1,000 campaigns, collaborating with approximately 500 influencers and content creators. While primarily operating in India, with headquarters in Mumbai, the company has also extended its services to international markets, including Singapore, the UAE, the US, and the UK. Chtrbox now plans further expansion into the UAE and Southeast Asia.

Alongside the IPO, QYOU Media has announced a non-brokered private placement of up to 50 million units at $0.04 per unit, aiming to raise up to $2 million. Each unit comprises one common share and three-quarters of a warrant, exercisable at $0.06 until 28 February 2027. The offering may extend to a maximum of 57.5 million units, potentially raising $2.3 million.

The net proceeds will primarily cover transaction-related expenses, including legal, accounting, and consulting fees, as well as final earnout payments from QYOU Media's original acquisition of Chtrbox. The offering is expected to close on or about 28 February 2025, pending regulatory approvals, including that of the TSX Venture Exchange.

The global influencer marketing platform market is projected to grow from $16.2 billion in 2023 to $306.9 billion by 2033, at a compound annual growth rate (CAGR) of 34.2%.

Connekkt Media has acquired Mob Scene, a Hollywood marketing agency known for its work on several film and series campaigns.

Mob Scene has been involved in marketing for Hollywood productions such as Avatar, Dune, Barbie, Jurassic World, The Last of Us, Puss in Boots, The Marvelous Mrs. Maisel, and A Complete Unknown. The agency has also worked on campaigns for franchises including Fast & Furious, Stranger Things, Kung-Fu Panda, and Minions.

The acquisition expands Connekkt Media's reach in the media and entertainment sector, adding to its operations in Los Angeles, Mumbai, Dubai, and Delhi NCR. The deal was managed by Greg Bedrosian and Mohit Pareek of Drake Star on behalf of Mob Scene.

Tom Grane, Co-Founder & CEO of Mob Scene, “Joining forces with Connekkt Media marks an exciting new chapter for Mob Scene. Their cutting-edge media technology and deep understanding of global entertainment align perfectly with our creative vision. This partnership will allow us to push the boundaries of storytelling, expand our reach into dynamic new markets, and continue delivering innovative, emotionally compelling campaigns that resonate with audiences worldwide.”

Varun Mathur, Co-Founder of Connekkt Media, highlighted the importance of the acquisition, “Mob Scene is the gold standard in Hollywood film marketing and we are beyond thrilled to join forces with them to bring their creative marketing capability to partners across UK, Europe, Middle East, India and the rest of Asia. As a global media company with its origin in India, this acquisition marks a strategic expansion for us into the US and the rest of North America. With the unique combination of Mob Scene’s industry leading creative marketing capability and our class leading technology we will be able to deliver outstanding value to our clients and consumers by driving targeted and measurable marketing impact across mediums, geographies and formats.”

A group of 1,000 musicians has released a 'silent album' to protest the UK government's proposed changes to copyright law, which would allow AI developers to train models on artists' online content without permission or payment unless creators opt out.

The album, titled 'Is This What We Want?', features tracks from artists such as Kate Bush, Imogen Heap, Max Richter, and Thomas Hewitt Jones, with co-writing credits from Annie Lennox, Damon Albarn, Billy Ocean, The Clash, Mystery Jets, Yusuf / Cat Stevens, Riz Ahmed, Tori Amos, and Hans Zimmer. Rather than music, the album consists of recordings of empty studios and performance spaces, symbolising the artists' concerns about the impact of the proposed law.

The 12 tracks spell out a direct message, 'The British government must not legalize music theft to benefit AI companies.'

The protest highlights growing opposition to the government's AI strategy, which aims to attract AI companies by easing restrictions on training data. Similar concerns have surfaced in other countries, including the US, where artists have raised alarms about AI training practices and their potential impact on creative industries.

Ed Newton-Rex, who organised the project, has also been leading a broader campaign against AI training without licensing. A petition he launched has gathered over 47,000 signatures from writers, visual artists, actors, and others in the creative industries, with nearly 10,000 joining in the five weeks following the government's AI announcement.

The UK government's plans form part of a wider effort to position the country as a global leader in AI, but the protest underscores ongoing tensions between technological advancement and artistic rights.

The Tata and Bharti groups are finalising a merger between their direct-to-home (DTH) businesses, Tata Play and Airtel Digital TV, in a move aimed at consolidating their positions amid a shrinking pay-TV market.

According to reports, The merger, set to occur through a share swap, will see Airtel holding a majority stake of 52-55% in the combined entity, while Tata Play shareholders, including Walt Disney, will own 45-48%. The deal is expected to boost Airtel’s non-mobile revenues by supporting its ‘triple play’ strategy, which integrates telecom, broadband, and DTH services.

Tata Play, formerly known as Tata Sky began as a joint venture with Rupert Murdoch’s News Corp, with The Walt Disney Co taking over News Corp's stake following its acquisition of 21st Century Fox in 2019. Airtel Digital TV, operated under Bharti Telemedia Ltd, is a wholly owned subsidiary of Bharti Airtel.

The merger will give Airtel access to Tata Play’s 19 million subscriber homes. The combined entity will have a total of 35 million paid subscribers as of September 2024 and revenue exceeding Rs 7,000 crore in FY24. Tata Play also has 500,000 broadband customers through its subsidiary, Tata Play Broadband.

Both companies are expected to sign a heads of terms agreement shortly, after which due diligence will commence. The operations are valued at roughly Rs 6,000-7,000 crore each. While Airtel’s senior management will likely oversee the merged entity, Tata is seeking two board seats.

The deal follows a decade after the Dish TV-Videocon d2h merger and aligns with broader industry shifts, including Reliance Industries and Walt Disney merging Star India and Viacom18 to form JioStar. The pay-TV market has contracted, with subscribers falling from 120 million to 84 million homes in recent years, further pressured by competition from video streaming platforms and the free DTH service DD Free Dish.

According to a September 2024 TRAI report, pay DTH subscribers dropped to 60 million, down from 70 million in FY21. Analysts suggest Airtel aims to convert Tata Play’s top 5 million DTH subscribers into broadband customers to increase average revenue per user (ARPU).

The merger also brings regulatory challenges. Bharti Telemedia faces a potential liability of Rs 5,580 crore related to disputed licence fees, with provisions of approximately Rs 3,426 crore made as of March 31, 2024. Tata Play has received a consolidated licence fee demand of Rs 3,628 crore, including Rs 1,401.66 crore in interest.

Despite the decline of the pay-TV sector, the merged entity is poised to be the largest player in India’s pay-TV market, leveraging bundled services to drive growth.

Snapchat has introduced new ad placement control tiers, aiming to provide advertisers with more reassurance and control over where their promotions appear within the app.

The new 'Brand Suitability Suite' offers three tiers, Full, Standard, and Limited, allowing marketers to select their preferred level of ad placement. According to Snapchat, the suite includes "Additional placement coverage, and third-party Brand Safety Integration for post-campaign reporting with our third-party measurement partners". Advertisers can set their suitability preferences while creating ad sets in Ads Manager, with ad set outcome estimations, such as reach, impressions, and audience size, adjusting accordingly. Snapchat confirmed that "this inventory filter will correspond to all inventory sources under this ad set".

These new placement controls use the platform's latest machine-learning processes to categorise content into inventory tiers based on sensitivity or risk.

In addition, the platform has announced new partnerships with ad data providers DoubleVerify and Zefr to offer third-party brand safety and suitability assurances. Snapchat stated, "Through our third-party measurement partnerships, we offer a broad set of Brand Suitability reporting options to provide advertisers who need additional customisation for content adjacency beyond what our platform provides."

These ad placement controls align Snapchat with other major apps, where similar tools have become standard. With these measures, the platformsaims to strengthen its advertising offerings and enhance brand safety.

Anthropic has announced the release of Claude 3.7 Sonnet, its latest AI model, described as the industry's first 'hybrid AI reasoning model.' Unlike traditional AI chatbots that require users to pick between speed and accuracy, Claude 3.7 Sonnet offers both real-time responses and more deliberate, reasoned answers. Users can choose to activate the model's 'reasoning' mode, prompting it to take more time to process complex queries.

The rollout begins on Monday, with the model available to all users and developers. However, the reasoning features will be limited to those subscribed to Anthropic's premium Claude chatbot plans. Free users will have access to the standard, non-reasoning version. According to Anthropic, Claude 3.7 Sonnet surpasses its predecessor, Claude 3.5 Sonnet, in performance.

Pricing is set at $3 per million input tokens and $15 per million output tokens. While more expensive than OpenAI's o3-mini and DeepSeek's R1, both strictly reasoning models, Anthropic highlights that Claude 3.7 Sonnet integrates multiple capabilities into a single model.

Claude 3.7 Sonnet features a 'visible scratch pad' to reveal its internal thought process for most prompts, with some portions redacted for trust and safety. The model scored 62.3% on the SWE-Bench test for coding tasks, outperforming OpenAI's o3-mini at 49.3%. It also achieved 81.2% on the TAU-Bench test for AI interaction with simulated users, compared to OpenAI's o1 model at 73.5%.

Alongside the new AI model, the company is launching Claude Code, an agentic coding tool available as a research preview. Developers can use plain English commands to modify codebases, test for errors, and push projects to GitHub. Access to Claude Code will initially be on a 'first come, first serve' basis.

Anthropic's latest releases come amid increasing competition in AI development. The company aims to integrate reasoning seamlessly into AI models, with plans for future versions of Claude to determine how long to 'think' without user input.

Frido’s 'Want Cuddles?' campaign, centred around a playful QR code activation and amplified by on-ground stunts and social media buzz, turned the simple concept of cuddles into a viral Valentine’s Day experience, blending curiosity and comfort to spotlight the brand’s Cuddle Sleep Pillow in a fresh, engaging way. 

Here’s a case study on it.

Category Introduction

The global market for ergonomic and body support products is witnessing remarkable growth, valued at approximately USD 14.5 billion in 2023 and projected to reach around USD 22.3 billion by 2032, with a CAGR of 6.3%. This surge is fueled by increasing awareness of health and wellness, particularly among individuals with sedentary lifestyles and those adapting to remote work. The ergonomic chair segment alone is expected to grow from USD 10.4 billion in 2024 to approximately USD 19.12 billion by 2033, reflecting a CAGR of 6.98%. Meanwhile, the global sleep aids market is on a strong growth trajectory, estimated to reach USD 125.3 billion by 2027, at a CAGR of 6.9%, as sleep disorders and the focus on sleep health continue to rise.

Brand introduction

From mobility aids to sleep essentials, the brand’s mission is to integrate well-being effortlessly into everyday life. With a strong focus on user-centric innovation and quality, it continues to redefine comfort through thoughtful product design.

Campaign summary

The brands' Valentine’s Day campaign aimed to generate buzz around its newly launched Cuddle Sleep Pillow, a product designed to enhance sleep quality with advanced ergonomic support. Departing from conventional promotional tactics, the campaign leveraged a curiosity-driven approach that encouraged organic engagement, enticing people to discover the product in a playful and unexpected way.

Objective

The primary goal was to create intrigue and excitement around the Cuddle Sleep Pillow, driving traffic to its product page without overt branding. By incorporating an experiential and curiosity-led approach, the campaign encouraged users to scan a QR code that led them to the product—creating an engaging, discovery-driven experience.

Brief

The concept was simple yet powerful: spread the idea of cuddles for Valentine’s Day in a way that felt organic and fun. The campaign aimed to spark curiosity and prompt users to explore the Cuddle Sleep Pillow without the usual brand-heavy messaging.

Creative idea

At the heart of the campaign was the catchy phrase 'Want Cuddles? Scan Here', seamlessly integrating real-world interactions to drive digital engagement.

Execution Elements:

• T-shirts featuring 'Want Cuddles? Scan Here' worn in high-traffic locations to pique curiosity.

• Bus stop hoardings with witty messaging such as 'Bus ke liye wait karo, cuddles ke liye nahi' (Wait in line for the bus, not for cuddles) to engage commuters

• On-ground activations observing user reactions to the QR codes, reinforcing the universal appeal of comfort and warmth

Challenges

• QR Code Activation Without Branding – Would people scan the code without seeing a recognisable brand name?

• Trust & Engagement – Could curiosity alone be enough to drive meaningful engagement and conversions?

Execution

The campaign unfolded in multiple phases, each strategically designed to maximise engagement and virality.

On-Ground Activation

Brand ambassadors in high-footfall areas, including malls, busy streets, and public spaces, wore T-shirts printed with 'Want Cuddles? Scan Here' alongside a QR code. The quirky, curiosity-driven messaging turned heads, encouraging people to scan the code and discover the Cuddle Sleep Pillow as the ultimate comfort solution.

 Bus Stop hoardings further amplified the campaign’s reach. Messaging like 'Bus ke liye wait karo, cuddles ke liye nahi' (Wait in line for the bus, not for cuddles) prompted commuters to engage with the campaign while waiting. This, in turn, sparked social media chatter and organic word-of-mouth.

The moment It took off

What started as a simple offline activation quickly turned into a social media frenzy when users on X (formerly Twitter) began posting images of people in malls and on the streets wearing the 'Want Cuddles? Scan Here' T-shirts.

 Curiosity drove engagement, with people sharing their encounters online and tagging friends, setting the stage for virality. The buzz escalated when commuters were spotted scanning bus stop hoardings, adding another layer of authenticity and intrigue to the campaign.

Influencer & social media amplification

• Micro-influencers shared their reactions to the QR code activation, generating humorous and relatable content.

Marketing on point bhai 😭 https://t.co/jkUwNu4GdD

— Shubham2.0 (@bhav_paaji) February 12, 2025

Valentine's week getting wild💀 pic.twitter.com/JMRwTGrmjz

— Ayushi (@ShutupAyushiii) February 12, 2025

Sadko par cuddles mil rahe hain, aur kitne ache din chahiye ? 🤣 pic.twitter.com/kFQWs03jPx

— Shubh (@kadaipaneeeer) February 12, 2025

Shopping Karne aayi thi, yahan bhi single feel karva diya. pic.twitter.com/vFbTevoHv7

— purpleready (@epicnephrin_e) February 12, 2025

• User-generated content (UGC) surged as people shared their experiences, turning the campaign into a viral trend.

• Memes and engagement-driven posts leveraged the playfulness of the campaign across platforms like Instagram, Twitter, and LinkedIn.

View this post on Instagram

A post shared by THE ADULT SOCIETY (@adultsociety)

View this post on Instagram

A post shared by Laughter Colours | Memes Only (@laughtercolours)

View this post on Instagram

A post shared by Do watch my stories (@chutiyapa_begins_from_here)

View this post on Instagram

A post shared by Troll Fuckers (@trollfuckers)

View this post on Instagram

A post shared by Sorry Girls 🍷 (@sorryygirlss)

Digital Strategy

• SEO & AdWords: Targeting high-intent keywords such as better sleep, cuddle pillows, and comfort-enhancing products.

• Ad placements: Featured on sleep and wellness blogs to align with relevant audiences.

• Social media platforms: Twitter, Instagram, LinkedIn – leveraging organic and paid content to amplify reach.

Results

Quantitative

• 1,000+ QR scans within the first 72 hours

• 2x increase in organic website traffic on the Cuddle Sleep Pillow page during the campaign period

• Significant conversion uplift among first-time visitors exposed to the campaign

• 10M+ impressions across platforms

 Qualitative

• Sparked massive curiosity and social conversations around “Want Cuddles?”, strengthening brand recall without direct advertising

• Created a memorable, experience-driven campaign that positioned Frido as an innovator in engagement marketing

• Increased brand affinity through an organic, interaction-led approach

Speaking about the initiative, Ganesh Sonawane, Co-founder and CEO, Frido, said, “We didn’t just sell a pillow; we sold an experience. This campaign proved that marketing isn’t just about pushing a product, it’s about creating moments that people want to be part of. The overwhelming response to 'Want Cuddles?' reinforced our belief that curiosity-driven marketing, when done right, can create lasting brand love.”

NP Digital India, the creative digital marketing agency, has secured the content marketing mandate for Kotak Securities, the brokerage firms. As part of this collaboration,the agency will focus on off-site content marketing to expand the reach of teh brands' existing content and enhance its search visibility.  

By implementing a strategic and data-driven content marketing approach, the agency aims to expand the brands' digital presence, to reach a wider and more relevant audience. Through this partnership, the agency will work towards optimising content distribution, enhancing audience engagement, and improving discoverability across digital channels.

“We are thrilled to collaborate with Kotak Securities in strengthening their content marketing strategy. Our expertise lies in crafting performance-driven content solutions that not only improve visibility but also drive meaningful engagement. This partnership reflects our commitment to delivering impactful digital strategies that contribute to business growth,” said Rubeena Singh, Managing Director of NP Digital India.

The agency will leverage its experience in SEO-driven content marketing, audience insights, and digital storytelling to position Kotak Securities as a go-to source for information related to capital markets.

Manchester City has announced a multi-year global partnership with Publicis Sapient, naming the company as its Official Digital Business Transformation Partner. Through this partnership, Publicis Sapient will support the Clubs ongoing digital transformation strategy, helping the Club enhance its digital ecosystem.

Leveraging its integrated SPEED- Strategy, Product, Experience, Engineering and Data & AI – capabilities,the company will work closely with the Club to optimise operations and elevate its digital experience off the pitch. As part of the partnership, the Publicis Sapient brand will be featured across pitch-side LED advertising at the Etihad and Joie Stadium in the UK and across the Club’s social media channels.

Roel de Vries, Chief Operating Officer, City Football Group, commented, “As a Club, we are continuously working to strengthen our digital ecosystem. We are therefore delighted to welcome Publicis Sapient as the Club’s Official Digital Business Transformation Partner. Through the new partnership, we will benefit from industry-leading software and innovative solutions that further reinforces our position at the forefront of technological advancement in the sport industry.”

Nigel Vaz, CEO, Publicis Sapient, added, “We’re proud to partner with Manchester City on this transformative journey, harnessing our SPEED capabilities to deliver innovative, people-first digital experiences. Together, we are building a dynamic and future-ready digital ecosystem powered by data and AI, that enhances fan engagement and operational excellence. This partnership not only drives immediate value but also continues to support Manchester City for sustained success in an increasingly dynamic and digital sports landscape.” 

In a high-octane clash that had the entire nation glued to their screens, India’s thrilling face-off against Pakistan was anything but ordinary. From dropped catches to the buzzing aftermath of 'sham babas' predicting India’s defeat, the drama unfolded both on and off the pitch. As Virat Kohli sealed his stunning century in signature style, brands wasted no time padding up for some clever moment marketing. 

Flipkart joined the fun with a cheeky post, 'Currently packing, Today’s revenge order for 2017 final,' blending humour with a pinch of sporting rivalry. Fastrack, on the other hand, played it smart with a creative heart-rate graph titled 'The Heart of India,' capturing the collective pulse of the nation during key moments of the match. 

Let us take a look at all the brand creatives.

Maggi

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TATA Mutual fund

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Gaspaz

Tally Solutions

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Technosport

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Flipkart

Currently packing,
Today’s revenge order for 2017 final 😤#INDvsPAK

— Flipkart (@Flipkart) February 23, 2025

Zepto

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Infinix

Despite the attractive business opportunity, we'd root for our peers at @InfinixPakistan to grow their TV business today. #INDvsPAK

— Infinix India (@InfinixIndia) February 23, 2025

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Swiggy

kal ki full taiyyari hai🧿#INDvsPAK pic.twitter.com/wDfPskaZci

— Swiggy Food (@Swiggy) February 22, 2025

Fastrack

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Google India

Saying this out loud, a 100 times 👑💯#INDvsPAK pic.twitter.com/Et7ZuPftpj

— Google India (@GoogleIndia) February 23, 2025

Started on 18 June 2017, now we are here 👀🏏💙#INDvsPAK pic.twitter.com/sDu9iMXzic

— Google India (@GoogleIndia) February 23, 2025

Fevicol x Zepto

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Uber India

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Shaadi.com

Aisi fairy tale ending toh hum sab deserve karte hein!!! 😭😭😭😭😭#INDvsPAK #ViratKohli𓃵 #ChampionsTrophy2025

— Shaadi.com (@ShaadiDotCom) February 23, 2025

Namma Yatri

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Wakefit

Dear neighbours, sorry for the sleepless night today #INDvsPAK pic.twitter.com/vV1N3XhlFf

— Wakefit (@WakefitCo) February 23, 2025

#ViratKohli + Iyer 🤝 Me and my alarm snooze button 🤝 strong partnership

#INDvsPAK

— Wakefit (@WakefitCo) February 23, 2025

Vicks India

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KiranaPro, the AI-powered quick commerce platform, has announced PV Sindhu as both an investor and brand ambassador.The collaboration aims to strengthen the platform's aim of modernising India’s retail sector by equipping neighbourhood kirana stores with AI-driven technology. The partnership has been facilitated by Cornerstone Sport.

PV Sindhu’s role will extend beyond just being the face of the platform. She will actively contribute to the brand’s vision of bridging the digital divide for small retailers. Her role as the brand’s official ambassador during IPL 2025 will further amplify the platform's presence on a national scale.

After this partnership, Sindhu will feature in multiple digital and traditional media campaigns, wear the logo of the platform on her jersey. At a time when the company is eyeing to expand its reach into tier 2 and tier 3 cities, this association is expected to play a key role in building trust and familiarity. 

Deepak Ravindran, Co-Founder & CEO, KiranaPro, said, “This partnership marks a significant milestone for KiranaPro. PV Sindhu is the embodiment of skill and determination. We have taken on the task of building a nationwide network connecting lakhs of kirana stores to millions of local customers. Sindhu's support is a recognition of our efforts and will act as a catalyst for us to work even harder towards the cause of empowering local communities."

Dipankar Sarkar, Co-Founder & CTO, KiranaPro, said, “We are extremely excited that a national icon like PV Sindhu has decided to back our vision to empower neighborhood kirana stores. Her support for our tech-driven and AI-powered solutions will help accelerate the digital transformation of small businesses across the country. Together, we can bring positive change to smaller cities and towns in India.”

PV Sindhu, Brand Ambassador, KiranaPro, said, “I’ve always believed in the power of empowerment, and KiranaPro is making a real difference by helping neighbourhood kirana stores embrace technology, unlock new opportunities, and thrive in an increasingly digital world. This goes beyond retail, it’s about transforming the rural economy and contributing to India’s overall development. I’m proud to join KiranaPro, both as brand ambassador and investor, to support this meaningful mission of empowering communities and creating a lasting impact."

Jogesh Lulla, Co-founder & COO, Cornerstone Sport, said, “PV Sindhu has always been an advocate for excellence and empowerment, both on and off the court. Her partnership with KiranaPro is more than just a collaboration, it’s a shared vision to uplift small businesses and bring digital transformation to India’s kirana stores. At Cornerstone Sport, we are proud to have facilitated this association and look forward to seeing it create a lasting impact.”

Gurugram-based Elan Group has announced Shah Rukh Khan as its brand ambassador. Known for its presence in the ultra-luxury real estate segment, the collaboration marks a step in the group’s efforts to strengthen its brand identity.

Elan Group, led by Rakesh Kapoor, Ravish Kapoor, and Akash Kapoor, is known for its work in the ultra-luxury real estate sector. The group has a portfolio of 15 projects, including residential, commercial, and mixed-use developments. Its projects range from high-end residences to modern malls, contributing to the region's evolving skyline.

Khan expressed: “I’ve always believed that greatness is achieved by those who dare to push boundaries. ‘Elan Group ‘embodies that fearless spirit, and I’m delighted to be part of this association.”

 Akash Kapoor, Director, Elan Group Expressed:
“I am beyond honoured to welcome Mr. Shah Rukh Khan, to the ‘Elan’ family. At Elan Group, we don’t just build projects, we create icons. Shah Rukh Khan is more than just a Super Star, he is phenomenal. His larger-than-life presence, influence, and relentless pursuit of perfection align seamlessly with Elan’s philosophy and the ‘Elan’ Brand.”

Dot Media, an influencer marketing agency in India, has introduced a new brand identity, including an updated logo, redesigned website, and refreshed social media platforms. The changes come as the agency surpasses the 100-crore revenue mark. The rebranding aims to streamline user experience and strengthen its presence in the influencer marketing space.

Having expanded its talent alliances to over 160 creators and celebrities across various categories in India, Dot has recently launched a new vertical ‘Desi Videshi’ for NRI creators to scale its operations significantly in the global influencer domain. Today, Dot Media has a clientele ranging from digital creators, reality & television celebrities and more. 

Talking about this transformative exercise, Shubham Singhal, Co-Founder of Dot Media said, “This new identity represents the agency we’ve become and the future we’re building. Our business has grown exponentially with having recorded INR 100 crores in revenue in the last one year. Today, Dot has a strong hold in the influencer marketing category and has collaborated with over 750+ unique clients like Yas Island, Zee5 Global, MTR Foods, T20, T-Series, and boAt. This growth trajectory and transformation of Dot is a reflection of our dedication to delivering cutting-edge solutions while staying true to our core values.”

Vaibhav Pathak, Co-Founder, Dot Media further added, “Our evolution is driven by our commitment to offer innovative, end-to-end solutions for our clients and talents. This new identity not only reflects our progress but also positions us to explore new opportunities, including an exciting foray into diverse categories and businesses.”

Om Singh, Co-Founder, Dot Media shared, “Our journey is about more than just growth—it’s about creating impactful, innovative solutions that resonate with audiences and strengthen our relationships with brands and creators. Our expanding presence, including forthcoming ventures into diverse sectors with a more fresh and refined brand identity, highlights our commitment to staying ahead of the curve.”

X has announced the release of two new automated ad creation features designed to enhance creative and targeting efforts for advertisers.

The first feature, 'Prefill with Grok,' is available to select advertisers through X Ads Manager. According to X, this tool generates ad copy, imagery, and a call-to-action (CTA) headline tailored to a brand based on a provided website URL. Advertisers can edit the copy and swap out images to customise their ad creatives.

This approach mirrors similar tools developed by Google and Meta, which extract key elements from websites to quickly create advertisements. The platform highlights that Grok 3 operates with the support of its Colossus AI data processing centre.

The second feature, 'Analyse Campaign with Grok,' uses AI to provide insights into ad performance. The platform states that the tool offers AI-driven breakdowns of campaign data, helping advertisers refine targeting, adjust creatives, and optimise impact. The feature aims to identify trends and opportunities by leveraging xAI’s understanding of X ads and user engagement.

Both features are being introduced gradually, with the platform planning a phased rollout over the coming months.

A new study by Spanish fact-checking organisation Maldita has found that Community Notes on X rely heavily on the same professional fact-checking sources previously used by Meta in its third-party process. According to a report by Poynter, professional fact-checkers ranked among the top three most-cited sources in Community Notes, with users trusting notes that reference accredited organisations. This, in turn, helps these notes appear faster on misleading posts, addressing misinformation before it spreads further.

Despite this, the study revealed that 85% of Community Notes on X remain invisible to users. On average, only 8.3% of proposed notes become visible, rising to 15.2% when linked to a verification organisation. The low visibility rate is attributed to Community Notes' requirement for consensus among users with differing political views before a note is shown.

Maldita's study suggests that platforms should reconsider their threshold for agreement to prioritise factual accuracy. The concern is that the consensus-based model may prevent the timely display of accurate information, particularly on politically sensitive topics.

Additionally, X's Community Notes system has faced issues with organised groups of contributors coordinating to influence the visibility of notes based on political or philosophical alignment. This challenge, acknowledged by X owner Elon Musk, raises questions about the effectiveness of the system in combating misinformation.

Meta is testing a new AI-powered task assignment feature within Instagram's direct messages, aiming to facilitate user interactions with AI beyond basic text responses.

According to app researcher Alessandro Paluzzi, Instagram is experimenting with a 'Create Task' option in DMs, allowing users to set tasks directly from message content. The feature is designed to help users track and follow up on key prompts and notes, offering a streamlined way to manage actions within the app.

#Instagram is working on the ability to create tasks from messages using Meta AI 👀 pic.twitter.com/BAqG4tetYQ

— Alessandro Paluzzi (@alex193a) February 22, 2025

The tool reflects a broader trend of AI chatbots evolving from simple conversational agents to task-oriented assistants. Although the current functionality remains limited, it signals Meta's move towards AI systems that can handle user requests and initiate activities based on personalised inputs.

The concept aligns with Meta's broader AI ambitions, including integrating such tools into devices like its Ray-Ban smart glasses, with the aim of enabling users to make requests and receive tailored outcomes based on preferences and budgets.

The "Create Task" feature is in early testing on Instagram, with no official timeline for a wider rollout.

When the Chinese AI model DeepSeek rose to prominence, OpenAI, the creator of ChatGPT, raised concerns over the model’s potential unauthorised use of its data. DeepSeek's rapid development of its AI model, R1, reportedly beats models like OpenAI o1 on several math and reasoning benchmarks which are developed with significantly larger budgets. Security researchers at Microsoft, a major investor in OpenAI suspected that individuals potentially linked to DeepSeek were extracting substantial amounts of data through OpenAI's API in 2024. This has led to investigations into whether DeepSeek inappropriately utilised OpenAI's outputs for training purposes, possibly breaching OpenAI's terms of service. 

This situation is particularly ironic, considering AI companies have built themselves on scraping the internet, using news articles, books, art and social media posts to train their models, often without explicit permission from the creators.

This has led to multiple lawsuits against OpenAI and similar AI companies in recent years, challenging these practices. Creators and publishers have come forward alleging that their copyrighted works have been used without consent to train AI systems. This makes me question if these lawsuits are effective in curbing the exploitation of data or if the tech industry is too powerful and well-funded to be held accountable. 

Lawsuits against AI companies

Several lawsuits have been filed against AI companies for alleged copyright infringement over the years. 

Thomson Reuters vs. Ross Intelligence (2020)

In May 2020, Thomson Reuters initiated a lawsuit against the legal AI startup Ross Intelligence. The publication alleged that the AI startup utilised materials from Westlaw, its legal research platform, without authorisation. Ross Intelligence argued that its use constituted ‘fair use,’ noting that the data added ‘noise’ to its machine learning tool designed to extract legal answers. However, in a ruling in early 2025, U.S. District Judge Stephanos Bibas rejected this defence. Even though the publication’s legal summaries (headnotes) were based on publicly available court rulings, the court noted that Reuters’ way of selecting and summarising key legal points involved creativity which is protected by copyright. This is one of the first US court judgments addressing AI and intellectual property.

Visual artists vs. AI art generators (2023)

In 2023, a group of visual artists, including Sarah Anderson, Karla Ortiz, Kelly McKernan, Grzegorz Rutkowski, Julia Kaye, Hawke Southworth, Gerald Brom, Gregory Manchess, Jingna Zhang and Adam Ellis filed a class-action lawsuit against AI art generators like Midjourney, DeviantArt, Runway and Stability AI. The artists claimed that their copyrighted works were used without consent to train AI models capable of generating new images. Initially, U.S. District Court Judge William H. Orrick ruled to dismiss the lawsuit that many of the artworks were not registered for copyright. The complaint cited scientific papers from MIT, Harvard, and Brown published in 2023 which state that diffusion models including Stable Diffusion are good at creating convincing images that resemble the work of specific artists if their name is included in the prompt.

The New York Times vs. OpenAI and Microsoft (2023)

In December 2023, The New York Times filed a lawsuit against OpenAI and Microsoft, alleging that the tech giants illegally used ‘millions’ of copyrighted articles to develop AI models like ChatGPT and Bing. The publications didn’t ask for specific financial damages but did imply wanting damages from both companies. It also asked the court to get OpenAI to destroy any AI models, databases and training data using copyrighted material. OpenAI argued that its scanning of data to feed its AI engine was permissible under fair use.

Universal Music Group vs. Anthropic (2023)

Universal Music Group (UMG) filed a lawsuit against AI company Anthropic, alleging that its AI models including chatbot Claude were trained on UMG's copyrighted music lyrics. UMG argued that this unauthorised use was a violation of intellectual property rights since the AI could generate text mimicking the style of UMG's artists. The AI model has reportedly reached an agreement to maintain its existing guardrails and apply them to future Claude models. 

Getty Images vs. Stability AI (2023)

In 2023, Getty Images sued Stability AI in the UK, accusing the company of unlawfully scraping millions of images from its site to train AI models. Getty accused the AI company of copying millions of its photos without a license and using them to train Stable Diffusion and that it infringes upon Getty's trademarks.

Authors vs. OpenAI and Meta (2023)

Comedian and author Sarah Silverman, along with authors Christopher Golden and Richard Kadrey filed lawsuits against OpenAI and Meta in 2023 alleging that their copyrighted books were used without permission to train AI language models, resulting in outputs replicating their writing styles and content. 

ANI vs. OpenAI (2024)

Asian News International (ANI) filed a lawsuit against OpenAI claiming it unlawfully used its copyrighted content to train and operate ChatGPT. Recently, the Indian Music Industry (IMI), along with music labels T-Series and Saregama India, moved the court seeking to join the news agency's case against the AI company. On February 18, the Delhi High Court sought a response from the AI company on the application filed by the IMI to intervene in the copyright lawsuit. The hearing is scheduled for Friday, February 21.

In response to these lawsuits, most of these AI companies have often invoked the ‘fair use’ doctrine as a defence. Their argument? Training AI models on publicly available content is similar to human learning given that it transforms the original work into something new and does not serve as a direct market replacement.

However, recent rulings, like the Thomson Reuters case, have challenged this, suggesting that depriving copyright owners of licensing opportunities can be seen as competitive and undermines the argument in itself. 

Still, there have been cases where companies have won copyright lawsuits. prevailed. In Google’s 2015 case against the Authors Guild, Google's attempt to digitise books through scanning and computer-aided recognition for searching online was seen as a concern by many authors and publishers since it had not sought their permission. The ruling stated that this falls under fair use because it provided only snippets of copyrighted works, using it as a reference rather than a full-text replacement.

As AI technologies continue to evolve, the outcomes of these lawsuits could influence how copyrighted materials can be utilised in AI training and development.

How it could shape the future of AI

For example, AI companies may be forced to enter licensing deals with publishers, artists and content creators, in a bid to ensure that training data is ethically sourced. Moreover, if AI giants are restricted in how they collect training data, development may slow down due to limited access to diverse datasets. This could potentially negate the need for AI models.

Additionally, companies might shift toward using exclusively licensed or internally generated datasets. This could create a divide between well-funded AI companies and smaller startups that cannot afford costly licenses.

In the Thomson Reuters case, after the publication rejected Rose Intellingence's attempt to license Westlaw’s content, the AI startup purchased 25,000 bulk memos of questions and answers written by lawyers at LegalEase.

Similarly, companies like Soul AI are hiring humans to train their data to avoid copyright lawsuits.

However, this raises the question of whether it is even possible to protect one’s work. While lawsuits offer a pathway for creators to assert their rights, the effectiveness of legal action in protecting one's work against AI companies remains uncertain. The reality is that fighting AI companies in court is costly, time-consuming and favours corporations with deep pockets. While some companies like Reuters, have won cases, independent creators lack the resources to challenge these tech giants. What’s more? How can one reverse the damage caused by such unethical training?

The most frustrating aspect of this issue is that AI companies are more willing to engage in prolonged legal battles rather than fairly compensate creators. Instead of negotiating licensing deals, they take their chances in court, knowing that many lawsuits will either be dismissed or result in settlements cheaper than licensing agreements.

This approach not only fosters mistrust but also raises questions about the sustainability of such practices.

AI development is increasingly marred by issues of intellectual property and creators' rights. The ongoing debate over AI and copyright has revealed a deep contradiction. AI companies that have built their businesses by utilising the internet’s data, be it from books, articles, artwork or social media, are now quick to be offended when another player allegedly does the same to them. 

If OpenAI's allegations turn out to be true, it could lead to legal action or restrictions on DeepSeek. But what does that say about OpenAI's own approach? What does that say about other AI companies? This battle is not about copyright, it’s about power and AI’s future will not be shaped by ethics or fairness but by the powerful in the industry.

In this week’s ad spot, The Film & TV Charity’s latest campaign, Break the Cycle, confronts the toxic work culture prevalent in the entertainment industry. Created by Final Cut, the ad follows a set runner overwhelmed by relentless demands, exposing the harsh realities of behind-the-scenes production. The intensity builds as he juggles endless requests, culminating in a small mistake that triggers a harsh reprimand, underscoring the industry’s damaging hierarchy. The ad’s most cutting moment comes when a superior reminds him how many people would 'kill' for his position, forcing viewers to question the cost of ambition. By highlighting a cycle of burnout that affects all levels of production, Break the Cycle sends a clear message: normalising poor mental health in creative industries must end. The Film & TV Charity urges workers to seek support and advocates for change in an industry that thrives on overwork.

Lynx’s latest campaign takes a bold and humorous approach to marketing its intimate fragrance range, using a series of micro-ads conceptualised by LOLA MullenLowe. The 10-second spots explore exaggerated scenarios where scent becomes irresistibly powerful in unexpected situations. A basketball player mid-dunk distracts his opponent with an alluring fragrance, a moviegoer is drawn down the aisle by an unexpected whiff, and a defeated boxer remains face-first on the mat, captivated by his rival’s scent coming from the shoes. While absurd, the campaign extends Lynx’s long-standing narrative of attraction, this time addressing body odour in less conventional and more private areas. By embracing bizarre humour and social media-friendly brevity, the brand ensures its message sticks.

In Vanish’s latest campaign, developed by BETC HAVAS and LOBO, shifts focus from stain removal to the invisible scars left by bullying. Premiering at the Maquinaria Festival in Rio de Janeiro, the animated short film follows a young boy who conceals his suffering until his mother notices stains on his uniform. These marks symbolise his internal struggle, catalysing an open conversation that gradually allows his emotional wounds to heal. The campaign aligns with Vanish’s Saves Your Uniform initiative, expanding the conversation to include bullying as a stain that lingers beyond fabric. Supported by educational partnerships, the initiative includes resources for teachers, families, and students to foster awareness and prevention. 

Adidas - You Got This ft. Indian Cricket Team by FCB India

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The Film and TV Charity - Break The Cycle

LYNX - All body & Lower body spray by LOLA MullenLowe

Basket

Cinema

Boxing

Coca-Cola India - Time for a Coca-Cola Halftime by VML Delhi

Lays - Unlimited Choices ft. The Matrix

Beats by Dre - The new Powerbeats Pro 2 Ft. LeBron, Messi and Ohtani by Translation

British Airways - Love Departed by Uncommon Creative Studio

Vanish Brazil - The Bully Monster by BETC HAVAS

State Farm- Getting Severed From Parents’ Car Insurance by Highdive

Cleartrip - Dhoni and CarryMinati Explore Hotels by Vibe by Braindad

Gozoop Creative Digital, the creative arm of Gozoop Group, announced its social media mandate for the International Masters League (IML). Starting from 22nd February, this global cricket league brings together players like Brian Lara, Sachin Tendulkar, Yuvraj Singh, Jonty Rhodes, Shane Watson, Chris Gayle, Kumar Sangakkara and many more in an exciting one-month-long tournament featuring 6 teams competing in a dynamic league-then-knockouts format across 3 venues..

As part of this mandate, the agency will develop a social media strategy to enhance IML’s brand visibility, drive engagement, and foster a strong community across platforms like Facebook, Instagram, X (formerly Twitter), LinkedIn, and YouTube. The creative agency is also leading the ideation of digital content including the on-ground digital coverage, exclusive behind-the-scenes moments, and engaging collaborative content with cricket legends such as Sachin Tendulkar, Yuvraj Singh, Kumar Sangakkara, Jonty Rhodes, Lendl Simmons, Monty Panesar, and Chris Gayle.

Speaking on the mandate win, Amisha Gulati, President, Gozoop Creative Digital, said, "Cricket is more than just a sport in India; it’s an emotion that connects millions. With the International Masters League, we have a unique opportunity to bring together legendary cricketers and passionate fans through powerful storytelling and engaging social experiences. With the International Masters League, we have a unique opportunity to tap into the immense admiration for cricket's legendary players, whose iconic careers have shaped the sport’s history. By combining their star power with India's unwavering love for these cricketers, we aim to create compelling storytelling and immersive social experiences that resonate with fans on a personal level. At Gozoop Creative Digital, we thrive on crafting narratives that spark conversations, and we are excited to partner with IML to make this league an unmissable event on social media.”  

Excited about this partnership Melroy D'souza, CEO, PMG Sports, International Master’s League underscores, “Our vision is to create an immersive experience that resonates with cricket fans globally, and Gozoop Creative Digital’s expertise in crafting engaging and impactful digital narratives will help us achieve that. Their strategic approach will ensure that the International Master’s League not only reaches a wider international audience but also builds a strong, interactive community of cricket enthusiasts.”

The ICC Champions Trophy 2025 is not only a significant event in the cricketing calendar but also a monumental opportunity for advertisers and sponsors to engage with a vast, passionate audience. As the tournament unfolds from February 19 to March 9, 2025, in Pakistan, with select matches in the UAE, the commercial dynamics surrounding the event are projected to reach heights. 

Broadcasting and sponsorship revenue

JioStar, the official broadcaster and streaming partner for the ICC Men's Champions Trophy 2025, has set ambitious revenue targets. The company aims to generate approximately ₹1,500 crore in advertising revenue from the tournament. This projection is part of a larger strategy to amass a total of ₹6,000 crore in ad revenue, combining earnings from both the Champions Trophy and the subsequent IPL 2025.

To achieve these figures, JioStar has secured partnerships with 11 sponsors, including Dream11, Pernod Ricard India, Beam Suntory, Kohler, Birla Opus, Vodafone Idea, ICICI Direct, LIC Housing Finance Limited, Eicher Motors, and Indira IVF. 

Historical context and economic Impact

Historically, the ICC Champions Trophy has been a lucrative event for host nations. For instance, the 2002 edition in Sri Lanka injected an estimated $25 million into the local economy, benefiting sectors such as hospitality, tourism, and local businesses. 

For the 2025 edition, the Pakistan Cricket Board (PCB) is set to receive $6 million as a hosting fee from the ICC. Additionally, PCB will earn revenue from gate receipts and hospitality services. However, they are required to allocate $1.3 million for tournament insurance.

Tournament Overview

• Total Matches: 15
• Duration: February 19 to March 9, 2025
• Organised by: International Cricket Council (ICC)
• Hosts: Pakistan and the United Arab Emirates (UAE)

Participating Teams

Group A

• Pakistan
• India
• New Zealand
• Bangladesh

Group B

• Australia
• England
• South Africa
• Afghanistan

Venue Distribution

Matches are allocated across several cities to maximise fan engagement:

Pakistan

• Karachi: National Stadium
• Lahore: Gaddafi Stadium
• Rawalpindi: Rawalpindi Cricket Stadium

United Arab Emirates:

• Dubai: Dubai International Cricket Stadium

Due to political considerations, all of India's matches, including potential semi-finals and the final (if India qualifies), will be held in Dubai.

Key Fixtures

Some highly anticipated matches include:

• India vs. Pakistan: February 23, 2025, at Dubai International Cricket Stadium.
• Semi-Finals: Scheduled for March 4 and 5, 2025, in Dubai and Lahore, respectively.
• Final: March 9, 2025; venue depends on team qualifications.

ICC and partners

Broadcast partners

Premier partners

Global partners

Official supporters

Advertising rates and packages

Television Broadcast

• Co-presenting sponsorship: Priced at ₹55 crore
• Associate sponsorship: ₹44 crore
• Partner sponsorship: ₹28 crore
• 10-Second ad spot during India matches: ₹28 lakh

Digital Platforms

• Co-presenting sponsorship: ₹55 crore
• Powered-by sponsorship: ₹45 crore
• Associate sponsorship: ₹25 crore
• Cost Per Mille (CPM) rates: ₹250 for the full tournament; ₹500 for India matches

Connected TV (CTV):

10-Second spots: ₹7 lakh for the entire tournament; ₹15 lakh for India and playoff matches

Ticket Sales and Audience Engagement

While specific ticket sales figures for the 2025 tournament are yet to be disclosed, the Champions Trophy traditionally attracts substantial in-stadium audiences. The limited number of matches, each carrying significant weight, ensures high demand for tickets. Coupled with the fervent cricket fanbase in Pakistan and neighboring regions, the tournament is expected to achieve sell-out crowds, enhancing the atmosphere and providing advertisers with a captivated audience.

Ad Campaigns

In anticipation of the tournament, brands, teams and the ICC have launched campaigns. Let’s take a look.

ICC

Star Sports

Adidas

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Pakistan Cricket

Dream 11

Bangladesh Cricket

The ICC Champions Trophy 2025 offers a major opportunity for advertisers, broadcasters, and sponsors, backed by strategic partnerships and strong commercial appeal. With a history of delivering high economic value, the tournament provides a platform for brands to expand their presence in the global cricket market.

BBDO has announced a major global repositioning, replacing its long-standing mantra, 'The Work. The Work. The Work.' with 'Do Big Things.' This marks the agency’s first significant brand shift since 1996.

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The change, led by global CEO Nancy Reyes and global CCO Chris Beresford-Hill, follows concerns that BBDO had become too risk-averse. Speaking to LBB in an interview, Reyes stated, “We want to shift from something that may have felt more tactical or executional to something far more upstream.”

Beresford-Hill said that the agency needed a “bold return” to risk-taking creativity, following internal and industry-wide perceptions that BBDO had become “quiet.” The rebrand was developed in collaboration with agency leaders from global markets during a meeting in New York in late 2024.

The new positioning also challenges perceptions around scale in advertising. Reyes argued that the industry’s reluctance to embrace large-scale work was misplaced, telling LBB, “We just feel like, fuck it. We’re in advertising, and we’re proud of it.”

With this shift, BBDO aims to reassert its creative direction while addressing broader industry trends that have reshaped agency dynamics in recent years.