Category: Marketing

  • Inmobi launches self-serve Buyer Hub for smarter ad campaign planning

    Inmobi launches self-serve Buyer Hub for smarter ad campaign planning

     MUMBAI: Say goodbye to scattergun media planning and hello to laser-sharp precision. Inmobi Advertising has launched Inmobi Buyer Hub, a self-serve, AI-powered platform that hands the reins to media buyers empowering them to plan, curate, and purchase programmatic deals with speed, clarity, and control.

    Designed for everyone from agencies and DSPs to curators and retail media networks, the Buyer Hub signals a major shift in how programmatic advertising can be both simplified and supercharged. The platform leverages agentic AI to help create high-quality, curated deal IDs fast-tracking what used to be a multi-step headache into a single, seamless process.

    Gone are the days of cluttered bidstreams and guesswork-driven ad buys. “The Buyer Hub’s focus on sell-side curation removes the need for a broad, unfocused approach,” said Inmobi Advertising chief business officer Kunal Nagpal. “Reducing noise and increasing signal quality means better win rates, stronger campaign results, and smarter media spends.”

    Leading data curators like Audigent, @curate, Givsly, and Antipodes are already plugged into the hub, expanding their audience intelligence and improving targeting precision across the open web. “Today’s buyers need simplicity and trustworthy signals,” added Experian Marketing Services CBO Chris Feo. “This platform helps turn more impressions into working media.”

    Buyers can also integrate their own first-party data with Inmobi’s proprietary SDK and contextual user signals safely and in compliance with data privacy standards. The result? Real-time campaign optimisation, sharper targeting, and a cleaner, faster supply path to the right eyeballs.

    The platform isn’t just about transparency, it’s also about agility. With a real-time feedback loop on performance and audience engagement, buyers can adjust campaigns on the fly and ensure that every rupee spent is working smarter, not harder.

    As @curate co-founder Rhys Denny summed it up, “The future of programmatic isn’t about more noise, it’s about more signal.”

    With the InMobi Buyer Hub now live and a beta programme for brands and agencies kicking off this spring, the mobile-first giant is making it clear: the next wave of programmatic performance won’t be dictated by guesswork, it’ll be curated, calculated, and powered by precision.

  • Percol brews a fresh chapter in India with CCL’s premium coffee play

    Percol brews a fresh chapter in India with CCL’s premium coffee play

    MUMBAI: Espresso yourself, India your coffee upgrade has just arrived. In a strategic sip forward, CCL Products (India) Ltd. has launched Percol, the iconic British coffee brand, in the Indian market. Known for its ethical sourcing, premium blends, and sustainability-first approach, Percol’s India debut follows its acquisition by CCL in 2023.

    Founded in 1987 by Brian Chapman, Percol was the UK’s first coffee brand to bag Fairtrade certification, long before “conscious consumerism” became a buzzword. Ironically, CCL had been quietly brewing Percol’s instant coffee blends for the UK market for years. So when the brand went up for sale, CCL didn’t just see a business opportunity, it recognised a chance to bring home a flavourful legacy it helped craft.

    Now officially under CCL’s belt, Percol is stepping onto Indian shelves with three sophisticated freeze-dried instant blends Intenzo, Da Essenza, and Espresso Noir. Crafted with beans sourced from Colombia, Vietnam, and other global hotspots, each 100g jar promises a deep, complex cup for a discerning audience used to swirling, sipping, and savouring.

    “The Indian coffee landscape is evolving rapidly,” said CCL Products (India) Ltd CEO Praveen Jaipuriar. “Percol represents not just premium coffee, but a philosophy that resonates with today’s nuanced consumer, who is particular about the sophistication, depth and value of the products they consume.”

    That philosophy also reflects in the packaging think reusable glass jars, metal caps, and matte-finished boxes with embossing and spot-UV flourishes. It’s where aesthetic meets ethic: no plastic, no compromise.

    Targeted first at Tier-1 cities in North and West India, Percol’s blends are now available on major e-commerce platforms and select supermarkets. And while it’s starting as instant coffee, this is anything but a quick fix, it’s a carefully brewed invitation to elevate the at-home coffee ritual.

    With Percol, CCL isn’t just expanding its portfolio, it’s stirring up India’s premium coffee scene, one conscious cup at a time.

  • Icubeswire lands Central Park digital mandate in style

    Icubeswire lands Central Park digital mandate in style

    MUMBAI: When luxury meets logic, clicks follow. In a significant account win, digital marketing agency Icubeswire has been named the digital transformation partner for Central Park, a marquee name in ultra-luxury real estate. The decision follows a keenly contested multi-agency pitch, sealing Icubeswire’s growing reputation as the go-to for high-stakes digital mandates.

    The partnership gives Icubeswire the keys to Central Park’s entire digital kingdom spanning everything from social media and search to web experience, performance marketing, media planning, creative strategy, and online reputation management. And in the world of luxury real estate, the stakes aren’t just high, they’re sky-rise.

    “Central Park stands for elevated living, and we’re excited to be chosen as their digital transformation partner,” said Icubeswire founder & CEO Sahil Chopra. “It’s a brilliant opportunity to fuse our digital innovation with their luxury ethos to build immersive, future-ready experiences.”

    On the other side of the table, Central Park was clear about what it wanted. “We needed a partner who gets luxury branding in a digital-first world,” said Central Park president of sales, marketing & CRM Ankush Kaul. “Icubeswire brought a vision that matched ours and the execution to back it up.”

    With this collaboration, Central Park aims to enhance the digital storytelling around its ‘concept living’ offerings in the NCR region, transforming the way affluent audiences engage with real estate. For Icubeswire, this win is another jewel in a fast-filling crown and proof that luxury doesn’t just need polish, it needs pixels.

  • Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    MUMBAI: Blowing bubbles has never looked this badass. Mars Wrigley India’s Boomer is stepping up to the crease with a bold new campaign featuring pace ace Jasprit Bumrah and it’s all about popping confidence. In an era of filters and fitting in, Boomer wants Gen Z to know that sometimes all it takes to own the moment is a bit of gum and a whole lot of swag.

    Set against the backdrop of a high-energy cricket match, the TVC captures a charged moment where fans begin booing Bumrah as he fields at the boundary. Cool as ever, he pops in a Boomer, blows a bubble and just like that, the jeers turn into roars of admiration: “BOOOOOOO-MRAHH… BUMRAH!” The gum doesn’t just freshen up, it flips the script.

    “Boomer has always been at the forefront of India’s gum culture,” said Mars Wrigley chief marketing officer Nikhil Rao. “We’ve made bubble-blowing cool for generations. Now we’re reclaiming that swagger for Gen Z.”

    The campaign comes hot on the heels of the launch of Boomer Lollipops in Strawberry, Orange, and Watermelon, a flavourful twist that shows the brand isn’t afraid to venture beyond gum, as long as the fun stays intact.

    DDB Mudra Group CCO Rahul Mathew added, “Boomer is an iconic brand with an iconic chant. This was our chance to give both a new edge and who better to bring that than Bumrah? Or should I say Boom-rah.”

    With a playful punch of attitude and a bubble of nostalgia, Boomer’s latest move proves the brand still knows how to make noise in all the right ways.

  • Gen Z goes to work in style with Anushka Sen and Newme’s new line

    Gen Z goes to work in style with Anushka Sen and Newme’s new line

     MUMBAI: Officewear just got a Gen Z glow-up and it’s serving ambition with a side of attitude. Newme, the fashion-tech brand adored by Gen Z, has teamed up with actor and Gen Z style icon Anushka Sen to launch its first-ever co-designed collection WorkSsnIty. The 500-piece line is a bold step into the 9-to-5 world, tailored for the first-jobber, the side-hustler, and the caffeine-fuelled intern with a Pinterest board full of blazers.

    From structured co-ords and pastel-hued tailoring to oversized blazers and breezy elevated basics, WorksenIty is anything but your boss’s wardrobe. Designed for the young and the restless, the collection ditches dull formals for confidence-soaked fits that are equal parts chic and workplace-ready.

    “I’ve always admired Newme for celebrating Gen Z style,” said Anushka Sen, who stepped in as Creative CEO for this collection. “Workwear is an overlooked genre, and this is our way of saying bring your whole self to work, style and all.”

    Sen didn’t just lend her name, she co-created the collection from concept to final fittings, ensuring each piece reflects the real-world aesthetic of young professionals. Her influence is front and centre in the #Staysenatwork campaign, which features her in scenarios from coffee runs to client meetings all while looking like the main character.

    “WorksenIty is more than just clothes, it’s about self-expression at work,” said Newme co-founder and CEO Sumit Jasoria. “Gen Z is entering the workforce in huge numbers, and they’re bringing their individuality with them. With this collection, we’ve built a wardrobe that actually works for them.”

    The drop also signals Newme’s evolution. Founded in 2022, the brand has quickly built cult status with over 14 experience stores and a lightning-fast delivery model that drops 500 plus new styles weekly. By adding workwear to its mix, Newme is growing with its audience showing up for job interviews, boardrooms, and every power move in between.

    Exclusively available on the Newme app, website, and experience stores, WorksenIty proves one thing loud and clear Gen Z isn’t just dressing for the job they want. They’re dressing like they already own the place.

  • Burger King turns up the heat in Tirupati with new outlet on Air Bypass Road

    Burger King turns up the heat in Tirupati with new outlet on Air Bypass Road

    MUMBAI: Pilgrims in Tirupati just got a side of fries with their faith. Burger King® has officially flipped the switch on its first restaurant in the temple town, unveiling a swanky new outlet on Air Bypass Road. The launch marks the flame-grilled giant’s 113 store in south India, signalling its intent to serve more than just devotion in the spiritual capital.

    Burger King’s entry into Tirupati drew over 100 families to its vibrant launch event, featuring traditional ribbon-cutting, festive decor and a smorgasbord of family-friendly activities. But it wasn’t just the ambience that had the crowd cheering—the real star of the show was the menu.

    From the globally loved Whopper® in Veg, Chicken, and Mutton variants to regional flavour bombs like Chicken Tandoori and Makhani Burst, the outlet caters to a variety of cravings. The spread also features vegetarian mainstays such as the Crispy Veg and Hot ‘n’ Saucy. For sweet finales, guests can indulge in thick shakes, Choco Lava Cake or Sundaes, while sipping on barista-style brews like Hot Chocolate and Masala Chai from the Burger King Cafe.

    For those seeking culinary kicks, the Korean Range ups the ante. The Korean Spicy Chicken and Paneer Burgers, Korean Wings, and Korean Fries offer a bold twist that’s anything but mild. The brand continues to champion innovation and taste diversity.

    Blending tech with taste, the Tirupati outlet features Self-Ordering Kiosks, QR Code Table Ordering and Table Service to keep the queues at bay and the burgers flowing. With its digital-first philosophy, Burger King is also dangling tempting offers: Two veg burgers for Rs 79 and 2 chicken burgers for Rs 99, alongside app-exclusive deals for dine-in guests.

    Commenting on the new store, Burger King India CMO Kapil Grover said, “Tirupati is a significant location for us—not just for its cultural importance, but also for the vibrant community we’re excited to serve. With this launch, we bring Burger King’s signature taste and digital convenience to Tirupati, while staying true to our promise of quality, taste, and value”.

    He added, “Every new restaurant we open brings us closer to diverse communities across India. Our focus is to deliver a memorable guest experience through taste innovation, digital-first ordering, and exceptional value”.

    With its modern, family-friendly design and a flavour-packed menu, Burger King’s Tirupati debut delivers a wholesome bite of global appeal with local flavour.

  • Taapsee Pannu shares the Vogue Eyewear spotlight with Hailey Bieber

    Taapsee Pannu shares the Vogue Eyewear spotlight with Hailey Bieber

    MUMBAI: While Hailey Bieber struts the style game for Vogue Eyewear in the US, it’s Bollywood’s own Taapsee Pannu turning heads in India for the same brand—bringing a dose of fierce femininity and panache to the eyewear giant’s campaigns.

    The brand’s latest move pairs two women worlds apart, but equally influential. Hailey, the American It-girl, lends global glam with her co-designed collection, while Taapsee brings grit, grace, and a screen presence that commands attention. The “Keep Playing” campaign, fronted by Taapsee in India, is a visual treat that champions individuality and unapologetic self-expression—perfectly in sync with her reel and real-life persona.

    For Vogue Eyewear, this isn’t just casting—it’s curation. In a market brimming with aspirants, Taapsee’s selection reflects more than star power. It signals global relevance, the ability to connect across cultures, and a narrative of bold, modern Indian femininity.

    While comparisons with Hailey may be inevitable, this isn’t a face-off—it’s a fashion-forward celebration of two icons owning their corners of the globe. And for Taapsee, it’s another feather in a cap already brimming with critically-acclaimed roles and bold brand choices.

  • Airbnb teams up with FIFA for three World Cups and global fan stays

    Airbnb teams up with FIFA for three World Cups and global fan stays

    MUMBAI: Fans won’t just be travelling for the beautiful game, they’ll be checking in for it too. In a landmark move that blends football fever with hospitality hustle, Airbnb and FIFA have announced a three-year global partnership across three blockbuster tournaments: the FIFA Club World Cup 2025, FIFA World Cup 26, and FIFA Women’s World Cup 2027. Airbnb will serve as Official Fan Accommodation across all events with perks that include booking fan experiences, stadium adventures, and even one-on-one training with football legends like Tim Howard.

    From Dolby Atmos goal celebrations in Miami to melt-in-your-mouth brisket tacos in Houston, this tie-up isn’t just about beds, it’s about bringing the soul of the Host City to the fan’s front door.

    “The World Cup brings the world together and so do we,” said Airbnb co-founder and CEO Brian Chesky, adding that the partnership will help create “once-in-a-lifetime experiences” for fans while fuelling local economies.

    With fans expected to flood the 16 host cities of the FIFA World Cup 26, a Deloitte study estimates that over 380,000 Airbnb guests will contribute nearly 3.6 billion dollars to local economies. Hosts alone could rake in up to 210 million dollars, with Airbnb’s stays projected to support the equivalent of 34,000 full-time jobs through 2026.

    The collaboration will also see Airbnb roll out a 5 million dollars Host City Impact Fund, supporting local initiatives and enhancing the visitor experience through targeted investments in community infrastructure.

    Football meets fandom in a more literal way too Airbnb is offering original fan experiences like watching matches with Cobi Jones, dissecting tactics with FIFA’s Technical Study Group, or suiting up for a private goalkeeping session with Tim Howard. All these are bookable during the Club World Cup 2025, kicking off 14 June at Hard Rock Stadium, Miami.

    With 89 per cent of fans worldwide planning to travel for matches, Airbnb’s bet on blending the love of sport with the love of stay is shaping up to be a golden goal.

    Or in this case, maybe a golden guest room.

  • Madchatter goes global with Worldcom PR pact

    Madchatter goes global with Worldcom PR pact

    MUMBAI: From Bandra to Berlin Madchatter’s next brainstorm could be worldwide. Mumbai-based integrated communications agency Madchatter Brand Solutions has joined the Worldcom Public Relations Group, becoming part of a 40-country-strong alliance of over 80 independent PR firms. The move signals a strategic leap for the young firm as it gears up to build campaigns that are globally informed and locally resonant.

    “This partnership is a huge milestone, especially at a time when regional boundaries are blurring fast,” said Madchatter founder and CEO Rachna Baruah. “It gives us access to a global brain trust of PR experts while ensuring that Indian narratives get the international spotlight they deserve.”

    Worldcom, which vets every member through a rigorous operational and cultural compatibility check, says India remains a market of growing strategic significance. “Madchatter’s regional depth and forward-thinking approach are a strong value-add,” said Worldcom recruitment chair Bjorn Mogensen.

    Founded with a focus on both Web2 and Web3 sectors, Madchatter has made a name for itself in storytelling across verticals like enterprise tech, fintech, real estate, wellness, crypto, and impact ventures. Its full-stack services include crisis comms, digital strategy, multilingual content, and policy-sensitive media training, a mix now poised to go global.

    With this partnership, Madchatter will co-create multi-market campaigns, exchange real-time insights with international partners, and offer on-ground India expertise to global clients expanding into the subcontinent.

    From local stories to global strategies, it’s chatter that now speaks many languages.

  • 9 Monsoon Car Care Tips Every Indian Driver Should Follow

    9 Monsoon Car Care Tips Every Indian Driver Should Follow

    Every year, as the first raindrops hit the Indian roads, drivers breathed relief from the summer heat. But soon after, a familiar set of challenges – waterlogged streets, reduced visibility, slippery roads, and unexpected mechanical issues.

    While refreshing, the monsoon season can be quite demanding for both cars and drivers. Whether navigating Mumbai’s congested lanes or cruising through the outskirts of Bengaluru, preparing your car for the rainy season is essential.

    Here’s a practical guide to monsoon car care every Indian driver should follow, along with why a reliable car insurance policy becomes even more crucial when the skies open up.

    9 Car Care Tips For Monsoon Season

    1. Check Tyres for Grip and Condition

    Your car’s tyres are the only point of contact with the road, and during monsoons, they need to be in top shape. Worn-out tyres with shallow tread depth increase the risk of aquaplaning—where the tyres lose contact with the road due to water—and significantly reduce grip.

    Inspect the tread regularly. A minimum tread depth of 1.6mm is recommended, though 3mm is preferable for monsoon driving. Also, ensure the tyre pressure is maintained per the manufacturer’s specifications.

    2. Wiper Blades and Washer Fluid

    Visibility is everything during the rain. Yet, many drivers neglect their wiper blades until it’s too late. Check for signs of hardening, cracking, or streaks on the windscreen. Replace them if they’re more than a year old or show visible wear.

    Also, top up the washer fluid with a cleaning solution that helps break down mud and grime—rain splashes can leave your windshield muddy and visibility poor in seconds.

    3. Brake Efficiency Check

    Monsoon driving demands reliable braking. If your brakes squeal, feel spongy, or don’t respond instantly, get them checked immediately.

    Wet brake pads and discs can reduce efficiency, so it’s important to have them serviced regularly during the season. Additionally, ensure your car’s anti-lock braking system (ABS), if present, is functioning properly.

    4. Importance of a Car Insurance

    Even with the best care, monsoon accidents can happen. Slippery roads, poor visibility, falling branches, and water damage are all too common. That’s where a reliable car insurance policy steps in—not just as a legal formality, but as real peace of mind.

    During unpredictable weather, having comprehensive car insurance becomes especially valuable. It doesn’t just cover third-party damage—it protects your own vehicle from natural calamities like floods, landslides, and storm damage. If your engine suffers from water ingress or your car is damaged while parked in a waterlogged area, a comprehensive car policy could cover the cost of repairs.

    Opting for a comprehensive insurance policy with optional add-ons like engine protection or zero depreciation can make all the difference when an unexpected storm wreaks havoc.

    5. Electrical Systems and Battery Care

    Rainwater and faulty wiring do not mix well. Water ingress can cause short circuits, malfunctioning lights, or even battery failure. Ensure the battery terminals are clean and tightly secured, and check the wiring insulation throughout the vehicle.

    All external lights, including headlights, tail lights, brake lights, and indicators, should be bright and fully functional.

    6. Prevent Water Damage to Interiors

    Wet shoes, umbrellas, and clothes can quickly make the car interior damp and musty. Use waterproof floor mats that are easy to remove and clean. Keeping silica gel sachets or small dehumidifier packets in the car can help prevent fogging and mould formation.

    Regularly air out your car and clean the AC vents to avoid foul odours. Park in covered or elevated areas to prevent floodwater from entering the cabin or damaging your vehicle’s underbody when possible.

    7. Body Protection and Undercoating

    Monsoon moisture can accelerate rusting, especially on older vehicles. Getting an anti-rust underbody coating is a smart preventive step. It shields your car’s chassis from water and mud corrosion, particularly useful in cities where roads flood often.

    Regularly wash off accumulated grime and use a water-repellent wax polish on the exterior. This keeps the paint fresh and allows rainwater to roll off more easily, improving visibility and aesthetic appeal.

    To complement these physical precautions, suitable car insurance is equally essential during monsoons. Providers like Digit Insurance offer plans that include coverage for monsoon-specific risks such as waterlogging, flood damage, and weather-related accidents, providing added financial protection and peace of mind throughout the rainy season.

    8. Emergency Kit Essentials

    Driving in the rain can often lead to sudden delays or breakdowns. Keep a well-stocked emergency kit in your car, including a flashlight, extra fuses, power bank, jumper cables, a reflective warning triangle, and a basic first aid kit. 
    Also include a raincoat, umbrella, and a towel or absorbent cloth to deal with sudden water seepage.

    9. Drive with Caution, Always

    Lastly, remember that no matter how well-prepared your vehicle is, safe driving habits make all the difference. Avoid sudden braking, maintain a greater distance from the vehicle ahead, and drive at lower speeds. Avoid flooded roads whenever possible—even shallow-looking water can hide deep potholes or damage sensitive electronics.

    Don’t use high-beam lights unnecessarily—they can reflect off rain and blind oncoming traffic. Instead, use fog lights or dipped beams to improve visibility without causing glare.

    The Indian monsoon, though beautiful, is a test for every vehicle on the road. Preparing your car for the season is not just about preventing inconvenience—it’s about safety, reliability, and resilience.

    Just as you shield your car physically, ensure it’s backed by the right protection. A comprehensive car insurance policy offers invaluable cover during unpredictable weather.

    This season, don’t just drive—drive smart, stay safe, and prepare your car (and yourself) for the road ahead.