Brands

Hypothesis introduces creator discovery platform – DiscoveryOS

Published

2 years ago

August 21, 2023

Mumbai: Hypothesis, OML’s influencer intelligence platform, recently announced its groundbreaking module, DiscoveryOS, one of the world’s largest creator discovery platforms. As a frontrunner in tech solutions for the creator economy, the search engine is poised to transform how brands and agencies connect with authentic creators. DiscoveryOS harnesses the power of data through its AI-enhanced search, redefining the way brands discover and collaborate with influencers. It represents a paradigm shift in influencer marketing workflow by enabling impactful and measurable campaigns at an unprecedented scale.

Influencer marketing has changed the way brands build awareness and connection with a broader audience. With an astounding number of over 500 million active influencers worldwide and the ongoing growth of social media platforms, the laborious and challenging process of finding the right kind of creator that resonates with a brand’s ethos has largely been a complex process. DiscoveryOS bridges this gap and empowers marketers to choose trustworthy influencers from its growing database of over 210 million, ensuring their campaigns reach real people, not bots.

This cutting-edge platform offers a data-backed approach to influencer discovery, ensuring brand safety and authenticity. Brands can now identify trending and upcoming influencers based on their growth rate, previous brand collaborations or audience affinity, fostering impactful and result-driven marketing campaigns. DiscoveryOS represents a transformative leap towards making influencer collaborations with seamless access to in-depth insights of 212 million global creators at the click of a button.

Key Features of DiscoveryOS :

● Unmatched reach: Boasting the largest searchable database of over 210 million creators across the globe, DiscoveryOS enables brands to tap into a diverse pool of talent, reaching new and diverse audiences worldwide.

● Advanced filters: With more than 20 advanced filters, including demographics, growth rate, audience interests, and brand affinity, marketers can fine-tune their search and pinpoint creators who align perfectly with their target demographics and campaign objectives.

● Genuine Audience Percentage score (GAP): DiscoveryOS introduces a proprietary GAP score metric, evaluating the authenticity and engagement of a creator’s audience. This ensures brands connect with influencers who have a genuine and loyal following rather than bots or fake accounts.

● Lookalike creator matching: By leveraging AI/ML capabilities, DiscoveryOS allows brands to find lookalike creators based on topics and audience, significantly expanding their reach and discovering new audiences for their brand.

● Detailed creator insights: Marketers gain valuable intel on creator profiles, including growth rates, branded collaborations, and in-depth audience insights, enabling informed decision-making for successful campaigns.

● Spotlight trending creators: With DiscoveryOS, brands can monitor the month-on-month growth of creators, ensuring collaborations with fast-growing influencers who can effectively promote their products and services.

OML Entertainment CEO and board member Gunjan Arya said, “At OML, our unwavering commitment to driving innovation in the creator economy fuels our pride in Hypothesis and its groundbreaking achievements. DiscoveryOS stands as a testament to our vision, offering a comprehensive end-to-end solution to the challenges prevailing in the influencer marketing domain. By meticulously addressing pain points and streamlining the entire process, this cutting-edge platform is poised to revolutionise branded content creation and elevate the landscape for creators to new heights. DiscoveryOS is set to redefine the influencer marketing landscape, paving the way for unparalleled brand partnerships and authentic connections with audiences. As pioneers in the industry, we take immense pride in unleashing the true potential of influencer marketing, shaping a future where brands and creators can thrive together, hand in hand.”

Hypothesis Sr VP – product & analytics Himani Agrawal further added, “Creator Discovery is the first and most crucial step to building a robust campaign that can result in effective and efficient ROI for brands, if executed right. Brands are struggling with finding the right creators, with the right target audience, for their brand’s marketing objectives. Hypothesis’ DiscoveryOS with its advanced search capabilities allows brands to do just that. Hypothesis is a first-of-its-kind platform that tackles the pain points of limited access to verified creator information and ability to navigate through ‘the many’ to find ‘the one’. It’s positioned as a powerful catalyst set to revolutionise branded content creation through data-driven decision-making. Hypothesis aims to herald a new era of meaningful collaborations that will spark unparalleled creativity in putting the brands’ messaging in front of the right audience in the most engaging manner.”

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Brands

Ahmad Muneeb elevated to VP – HR centre of excellence at Zepto

Published

1 day ago

February 7, 2026

indiantelevision.com Team

MUMBAI: Zepto has elevated Ahmad Muneeb to vice president – HR centre of excellence, placing him at the helm of the company’s total rewards, executive compensation and organisational effectiveness as the quick-commerce firm powers through a high-growth phase.

The move follows his stint as senior director of the HR COE, where he played a central role in preparing the company for IPO readiness while scaling its people analytics capabilities. During this period, Muneeb helped align complex performance management structures with more streamlined and scalable employee experience frameworks.

In his new role, he will steer the design of total rewards strategies, executive compensation planning and organisational design, while also overseeing performance management, employee experience initiatives and people analytics programmes.

Before joining Zepto, Muneeb spent nearly three years at Meesho, where he held multiple rewards and HR business partner roles. Earlier in his career, he worked as a senior rewards consultant at Mercer, advising high-tech clients on compensation benchmarking, pay structures and talent-focused reward frameworks.

He began his hr journey at Cognizant, where he supported compensation programmes for nearly two lakh employees across India and worked on m&a compensation alignment and skill-based pay initiatives. Prior to moving into HR, Muneeb started his career as a software engineer at Netcracker, bringing a technical grounding to his people strategy work.

With a mix of consulting rigour, start-up agility and enterprise-scale experience, Muneeb’s elevation signals Zepto’s continued focus on building robust people systems as it races towards its next phase of growth.

Brands

Dell names Aishwarya Sudhakar director of marketing intelligence

Published

1 day ago

February 7, 2026

indiantelevision.com Team

INDIA: Dell Technologies is doubling down on artificial intelligence in marketing. The company has elevated Aishwarya Sudhakar to director of marketing measures and intelligence engineering, tasking her with building an enterprise-wide framework for AI-led measurement and customer intelligence.

In the role, Sudhakar will oversee unified data strategy, advanced modelling and context engineering: areas increasingly central to how large technology firms link marketing performance to business outcomes. Her remit includes shaping scalable systems that support Dell’s next phase of AI deployment across marketing functions.

Sudhakar steps into the position after holding a series of senior roles at Dell, including AI lead for marketing orchestration, senior manager, and senior data scientist in customer insights. Across these roles, she led global teams working on large-scale machine learning models, data pipelines and customer analytics.

Before joining Dell, she began her career at Tata Consultancy Services as a systems engineer and later founded Oclor, a shopping discovery start-up, where she built end-to-end technology platforms. The combination of enterprise-scale data work and entrepreneurial experience has shaped her focus on product-led, engineering-first innovation.

As technology companies seek sharper attribution and intelligence in an AI-saturated market, Dell’s move underscores the growing importance of marketing measurement as an engineering discipline rather than a reporting function.

Brands

Gaurav Pathak returns to Adidas in key accounts leadership role

Published

1 day ago

February 7, 2026

indiantelevision.com Team

GURUGRAM: Adidas has appointed Gaurav Pathak as director of key and field accounts, bringing back an executive who began his leadership career at the company.

In the role, Pathak will be responsible for deepening strategic partnerships and expanding key, field and export accounts, with a mandate to accelerate growth across the Indian market. The appointment marks a return to Adidas after nearly a decade across premium retail and footwear brands.

Pathak most recently served as head of retail and business development at Ecco, where he focused on partner-led growth, market risk mitigation and operational scale. Before that, he spent eight years at House of Anita Dongre Limited, rising to general manager and leading regional operations across western and southern India.

His earlier career includes a stint as regional sales manager for Karnataka at United Colors of Benetton India and a six-year run at Adidas, where he held sales leadership roles.

With competition intensifying in India’s lifestyle and footwear market, Pathak’s brief will centre on strengthening field execution while aligning large accounts with Adidas’s broader commercial priorities.