Category: Marketing

Eves steal the show at indiantelevision.com’s fourth Wonder Women Awards 2025

MUMBAI: India’s marketing, entertainment and corporate elite gathered at the Westin in Mumbai’s Malad suburb on the evening of 30 May for Indiantelevision.com’s fourth annual Wonder Women Awards—and what a charming and awe-inspiring do it was. The cream of India’s women executive, corporate and entertainment crop proved once again that when it comes to flogging products, entertaining, communicating and winning hearts, they are absolutely brilliant.

The evening was less stuffy boardroom, more rollicking celebration of the queens of conversion who know how to sell ice to Eskimos—and make them happy about it too. Around 100 executives and professionals walked away with glistening trophies, decided through rigorous jury judging and editorial picks that would make even the stuffiest exec crack a smile.

From campaigns that hit harder than monsoon rain to digital wizardry that would make Silicon Valley blush, the winners showcased excellence nous that’s frankly enough to make Don Draper and Marilyn Monroe weep with envy. Whether it was Volvo’s inclusive campaigns featuring persons with disabilities or Eastern Condiments’ Valentine’s Day blitz, the evening proved that creativity and commerce make splendid bedfellows.

Hindi cinema and TV royalty added star power to proceedings, with Sunny Leone and Nushrratt Bharuccha among the main winners, proving that entertainment and entrepreneurship go together like gin and tonic. The awards spanned everything from automotive to e-commerce, with special recognition for organisations championing women’s empowerment—because breaking glass ceilings is rather the point, isn’t it?

Here is the list of winners:
Campaign Awards
* Automobile | Best use of visuals (video): Volvo Group | Pink Lemonade Communications (inclusion of persons with disabilities campaign)
* FMCG | Most innovative use of content marketing: Eastern Condiments | Pink Lemonade Communications (Valentine’s Day campaign)
* Gaming & e-sports | Most innovative use of content marketing: Ampverse India | AlphaZegus Marketing (College Rivals Season 1)
* Manufacturing | Best new product launch: AVPL International | AITMC Ventures (Viraj UAS)
* Media & entertainment | Best use of event: The Mainstream | Mercadeo Multiventures (EmergeTech roadshow)
* Media & entertainment | Best use of influencers: Bubble Communication (Navabharat Influencers Awards)
* Media & entertainment | Most innovative use of digital/social media: Shemaroo Entertainment (Shamshaan Champa launch)
* Media & entertainment | Best use of visuals (video): Jagran New Media (Jagran Manthan)
* Retail & e-commerce | Best use of creativity and innovation: Clovia | 80 dB Communications (performance marketing illustrations)
* Retail & e-commerce | Best use of influencers: Pilgrim (The Secret is in the Mix campaign)
* Retail & e-commerce | Most innovative use of digital/social media: Clovia | 80 dB Communications (meme & trend marketing)

Special Awards – Individual Winners
* Education | Innovative leader: Hemali Dalal (JBCN Education), Monica Malhotra Kandhari (AASOKA), Devyani Jaipuria (DPS International Gurgaon)
* Advertising | Marketing personality: Renu Singh (Dentsu X), Nisha Didwania (Spark Foundry)
* Art & culture | Entrepreneur: Arushi Agrawal (Seva Home)
* Banking & financial services | Innovative leader: Tanu Bhargava Goenka
* Banking & financial services | Young achiever: Sakshi Uniyal (HSBC)
* Consumer durables | Marketing personality: Pooja Baid (Versuni)
* Food & beverage | Marketing personality: Divya Aggarwal (Impresario Entertainment & Hospitality)
* Fashion & lifestyle | Young achiever: Himadri Garg
* Health & wellness | Innovative leader: Arushi Verma (FITPASS)
* Hospitality | Marketing personality: Pragya Rathore (Fairmont & Raffles Jaipur)
* Hospitality | F&B leader: Shahnaaz Anjum (Fairmont Jaipur)
* IT & technology | Entrepreneur: Snigdha Singh (Ink In Caps)
* IT & technology | Innovative leader: Anjali Dutta (Tech Mahindra)
* IT & technology | Marketing personality: Soundarya Shrivastava (PTC)
* IT & technology | Young achiever: Saloni Jain (Plus91Labs)
* Manufacturing | Communication personality: Sandhya Malik (Vedanta Sesa Goa)
* Manufacturing | HR personality: Aparna Sharma (Rossari Biotech)
* Manufacturing | Innovative leader: Kavita Desai
* Media & entertainment | CEO: Shruti Mahajan (SMCO)
* Media & entertainment | Communication personality: Kanika Chhabra (V Spark Communications)
* Media & entertainment | HR personality: Priyanka Chhokra (ITW Universe), Shiza Ansari Khan (Shemaroo Entertainment)
* Media & entertainment | Innovative leader: Anisha Roy (Sony Pictures Networks India), Angelin Diana (Pratilipi Comics)
* Media & entertainment | Marketing personality: Vidhi Vora (U and I Resources), Sukriti Datta (Chatterbox Technologies)

* Media & entertainment | Young achiever: Dimpy Khera (One Take Media Co)
* Public relations | CEO: Heeta Parikh (Silver Spun Brand Solutions)
* Public relations | Entrepreneur: Neha Bajaj (Scroll Mantra), Nikky Gupta (Teamwork Communications)
* Public relations | Innovative leader: Jagriti Motwani (Cha-Chi Communications), Aakriti Bhargava (Wizikey Software)
* Public relations | PR personality: Vidhi Shah (Synapse PR), Neha Agarwal (Percept Limited), Kajal Kamal (ZEISS India)
* Public relations | Young achiever: Ritika Garg (Avance PR), Priya Saini (Veritas Reputation PR)
* Real estate & infrastructure | HR personality: Dimple Bakshi (Table Space)
* Real estate & infrastructure | Innovative leader: Devi Shankar (Anarock Capital)
* Real estate & infrastructure | Young achiever: Megha Agarwal (Table Space)
* Retail & e-commerce | Young achiever: Richa Phogat (USHA International)
* Sports & adventure | Innovative leader: Mayuri Pitale (Mandala India)
* Startups | Communication personality: Raksha Hegde (Pilgrim)
* Startups | Innovative leader: Jyoti Singh (Plus91Labs)
* Startups | Young achiever: Diksha Seth (Moove)
* Travel & tourism | Communication personality: Prasidha Menon (Airbnb)
Special Awards – Organisations
* Advertising | Agency: Voix Digital
* Art & culture | Best organisation for women empowerment: Seva Home
* Education | Best organisation for women empowerment: Fortune Institute of International Business (FIIB)
* Public relations | Best organisation for women empowerment: Stanley Communications, Veritas Reputation PR
* Public relations | Agency: ID8 Media Solutions

Editorial Choice Awards
Darshana Shah (Aditya Birla Capital),
Pooja Asar (Tata Motors),
Deepti Sampat (Air India),
Aruna Daryanani (Amazon MX Player),
Aatika Ehsan Ansari (Pernod Ricard India),
Shwetal Basu (Polycab India),
Riya Joseph (Britannia Industries),
Mitali Maheshwari (Starbucks India),
Kavita Chaturvedi (ITC Foods),
Ruchira Jaitly (Diageo India),
Shilpa Dureja Puri (Samsung India),
Manjari Upadhye (Mahindra & Mahindra),
Jennifer Pandya (Skoda Auto India),
Priyanka Malhotra Sethi (Haier Appliances India),
Apeksha Gupta (Aditya Birla Fashion and Retail),
Dharini Mishra (Suzlon Group),
Shaifali Gautam (CaratLane),
Ranjani Krishnaswamy (Titan Company),
Sangeeta Pujari (JioStar Sports),
Ranjana Mangla (SonyLIV),
Ananta Das (Prime Video),
Riddhi Adlakha (Tata Consultancy Services),
Ahana Ganguly (Times Network),
Surbhi Gupta (Birla Opus),

Minakshi Handa (ITC Personal Care),
Ruchika Gupta (Indigo),
Mrinalini Jain (Banijay Asia & EndemolShine India),
Nidhi Rastogi (Uniqlo India),
Preetha Athrey (The Trade Desk),
Ekta Mehta (JioStar),
Aditi Chakravarty (Moët Hennessy India),
Saakshi Verma Menon (PepsiCo),
Neha Sethi (NDTV),
Janani Srinivas (Adobe),
Aparajita Biswas (The Hindu Group),
Serena Menon (Netflix),
Gazal Bajaj (Nestlé),
Mandvi Gayatri Sharma (Tree-Shul Media Solutions),
Jaya Saha (Collective Artists Network),
Kim Sharma (DCA – Dharma Cornerstone Agency),
Sapna Malhotra (Alchemy Films),
Elizabeth Venkatraman (Shriram Finance),
Sheena Kapoor (ICICI Lombard),
Nushrratt Bharuccha (outstanding performer, Chhorii 2),
Sunny Leone (powerhouse performer and entrepreneur, CEO/founder Starstruck),
Sanchita Trivedi (Idhyah Media),
Riddhima Pandit (excellence on screen, actor – Sikandar Ka Muqaddar),
Anisha Anand (Aurum Foods),
Neha Mehta (AnimationXpress).

The evening proved that when it comes to professional and marketing mastery, these women don’t just break the mould—they’ve gone and invented entirely new ones.

May 31, 2025
Ride high Imagicaa sees record footfall and a splashy 52 percent rise in revenue

MUMBAI: Strap in and scream Imagicaaworld Entertainment just turned FY25 into the wildest ride yet. With rollercoaster growth across its parks and attractions, the company clocked Rs 410 crore in revenue, marking a 52 per cent leap from last year, and cementing its status as India’s largest amusement and water park player.

This joyride didn’t stop there. Imagicaa’s EBITDA surged 67 per cent to Rs 176 crore, with margins expanding to 43 per cent, while profit before tax soared 152 per cent year-on-year to Rs 86 crore. And if you thought theme park queues were long, try counting the guests 2.7 million footfalls were recorded in FY25, nearly double last year’s count.

In Q4 alone, the company reported Rs 94 crore in revenue, a 66 per cent spike, alongside a 131 per cent growth in EBITDA, touching Rs 40 crore. Quarterly footfalls also rose 141 per cent, reaching 0.7 million visitors, a testament to the group’s growing footprint and refreshed offerings.

Leading the momentum was the new Indore Water Park, launched in close proximity to Indore and Ujjain. With promising visitor response, the company is now going full throttle on marketing and team expansion.

Over in Lonavala, 10 new rides were added to the Wet’n Joy Water Park, making a splash across age groups and increasing capacity. The park also raised its entertainment game with the Imagicaa Arena Trampoline Park and two new shows at Sai Teerth Kaliya Mardan 5D and Mushak Maharaj.

And to power its growth loop-de-loop, Imagicaaworld raised Rs 345 crore through a preferential issue to fund acquisitions including the Indore park and other strategic expansions.

Imagicaaworld managing director Jai Malpani called FY25 “a defining year,” not just for the record-breaking numbers, but for the groundwork laid for the brand’s next phase. “From operations and innovation to sustainability and partnerships, our teams delivered on every front. Welcoming over 27 lakh guests says everything about the love this brand commands,” he said.

The company isn’t slowing down. With its proven ability to run multi-format parks across diverse geographies, Imagicaaworld is eyeing more strategic locations in partnership with state governments, confident that FY26 will push the bar even higher.

After all, if success is a ride, Imagicaa has just hit the fast lane.

May 30, 2025
Loyalty’s no longer blind: India’s marketers say it’s earned, not bought

MUMBAI: In a world of swipe-right consumption and split-second brand switches, loyalty is less about freebies and more about frictionless delivery. This was the consensus at Indiantelevision.com’s Media Investment Summit 2025 during panel six, ‘Decoding the Evolving Indian Consumer: What Drives Loyalty in 2025?’ Moderated by Omnicom Media Group India CGO Anand Chakravarthy, the session dissected how Indian consumers are thinking, buying and staying (or straying) from brands today.

Featuring voices from pharma, beauty, wellness, QSR, BFSI, and heavy industry, the session proved that while brand allegiance may be waning, there’s a silver lining for those who can predict—and personalise—customer moments with precision.

Mahuya Chaturvedi of Century Paper framed loyalty as a “contract between buyer and brand”, akin to dating in a pre-app era. “It used to be purer”, she quipped, “fewer choices, fewer distractions. Now the moment that contract’s terms aren’t met—customers walk”.

She argued that brands must over-index on at least one pillar—price, performance, trust, or experience—to sustain recall. “In commoditised sectors like paper, scientific selling and product knowledge—not the product itself—drives repeat”, she noted.

Sayantani Das of Jumboking Burgers traced loyalty’s new anatomy, “It used to be about NFM (Net Frequency and Monitored value); now it’s about emotional bandwidth and physical availability”. She shared that metro station outlets triggered repeat behaviour simply by being the default option. “Loyalty is no longer a campaign, it’s a commuter habit”, she said.

For the healthcare crowd, loyalty isn’t convenience—it’s consequence. Pulak Sarmah of Sun Pharma stressed, “Consumers don’t obsess over brands like we do. They want reliable solutions. If Saridon says pain goes in five minutes, it better work in five”.

Ritu Mittal of Bayer Consumer Health added, “People in pain don’t want to experiment. Trust runs through families. That’s loyalty you can’t buy—it’s earned over generations”.

When discussing pharmacists’ roles in the ecosystem, she revealed how new launches like Saridon GO were backed by frontline chemist education. “Pharmacists aren’t just retailers—they’re trust brokers”, she said.

Krithika Sriram of PLIX noted that loyalty no longer depends on product quality alone. “Those are hygiene factors now. If you’re not helping customers in their wider journey—through diet plans, coaching, or credible education—you’re just another supplement on a shelf”, she said.

By offering custom meal plans alongside apple cider vinegar tablets, Plix increased stickiness without a discount in sight. “Transparency works”, she added. “We told consumers: nothing will change in seven days. Stick with us for 12 weeks—and it worked”.

For Nishant Nayyar of Kaya, loyalty is about staying relevant—physically and emotionally. “We realised if you close a retail outlet, loyalty drops. We’ve learned to stay at a customer’s moment of truth for as long as possible”, he said.

Kaya’s strategy involves using doctors as “influencers”, not celebrities. “Their authority on FDA-approved treatments becomes our marketing currency”, Nayyar explained. Kaya now releases digestible, science-backed video content to explain results without overwhelming jargon.

Drawing from her past life in banking and insurance, panelist Anjali (ex-BFSI, currently at D2C firm Dana) recalled, “Customers hated that we only called them once a year—to sell a renewal”. Her team countered by building content-based engagement models to create consistent touchpoints throughout the year. “Loyalty in BFSI isn’t about points. It’s about not ghosting your customer”, she said.

As the session closed, Chakravarthy prompted each panelist to finish the sentence: “In 2025, the future of loyalty lies with brands who…”

Their answers said it all:

. “…stand for something and do more than transactional strategies” — Krithika Sriram

. “…solve real-life consumer problems and create moments of delight” — Nishant Nayyar

. “…humanise science”— Ritu Mittal

. “…are radically transparent” — Sayantani Das

. “…are agile enough to evolve with each customer’s heartbeat” — Mahuya Chaturvedi

. “…offer extreme personalisation through AI” — Pulak Sarmah

In short, loyalty isn’t dying—it’s diversifying. And in 2025, it seems you don’t own your customer. You earn them, repeatedly.

May 30, 2025
Customer experience is king, but AI might just be the sneaky new prince of modern commerce

MUMBAI: At a time when the average consumer can scroll through 600 metres of content with a flick of their thumb, customer experience (CX) has become the new battlefield for brands. At Indiantelevision.com’s Media Investment Summit 2025, the panel titled ‘The Experience-Driven Commerce: Why CX is the New Brand Differentiator’ proved that tech, touchpoints and taste all matter-but timing is everything.

Moderated by Indiantelevision.com’s founder Anil Wanvari, the session brought together Sujay Ray (L’Oréal India), Anjali Dutta (Tech Mahindra), Namita Bohara (Hindalco Industries), Amruta Pawar (Hafele India), and Durgesh Singh (WebEngage), who revealed that when it comes to CX, the devil isn’t just in the details—it’s in the data.

Kicking off the session, Sujay Ray of L’Oréal India emphasised the need to create a “seamless experience across touchpoints”. Whether in a salon, an e-commerce app or an Amazon product page, Ray argued, “there has to be a value exchange”. From virtual hair trials using AI to beauty advisors guiding customers in-store, Ray believes true brand loyalty comes from creating consistent, context-aware moments.

“CX is not about adding glitter to one channel—it’s about synchronising the entire journey”, he said. And for L’Oréal, that meant building “Plus Plus experiences” across every brand interface.

Representing Hindalco Industries, Namita Bohara unpacked the duality of B2B and B2C engagement. “For a carpenter, it could be a sample kit. For the end customer, it’s about the finish and touch”, she noted. She called attention to Hindalco’s clear demarcation of ‘partner customers’ and ‘end customers’, urging brands to rethink standard definitions.

“For us, every partner is a customer”, Bohara stressed, adding that her organisation has instituted design centres and standardised brand touchpoints to ensure a coherent experience across product categories like furniture fittings and appliances.

Anjali Dutta from Tech Mahindra painted a broader canvas—marrying technology with empathy. “I want to get a small space in my customer’s subconscious mind. That’s what CX means to me”, she said. Dutta urged brands to go beyond vanity metrics and embrace ethical AI.

“CX isn’t only digital—it’s physical too”, she said. She cited scenarios where in-store agents equipped with purchase history can offer a personalised recommendation. “That’s the new CRM: remembering who walked in and when”.

At Hafele India, general manager Amruta Pawar believes that physical contact still trumps virtual bells and whistles—especially in the business of soft-close drawers and modular furniture. “Our industry needs customers to touch and feel the product. That can’t be virtualised yet”, she said.

Hafele’s CX strategy includes design centres, live demos, and QR-based packaging systems that allow customers to scan for specs instantly. “Digital helps nudge a customer down the funnel, but final conversion often happens offline”, she explained.

Durgesh Singh of Webengage added the sharpest edge to the panel, diving into lifecycle mapping and predictive analytics. “Every customer is on a different journey. Our role is to ensure each touchpoint adds value”, he said.

Singh highlighted how AI helps brands send the right communication at the right time—citing models that predict whether a lipstick buyer will next purchase sandals and when. “We use LSTM, next-best-action models and AI-driven time-of-day messaging to improve conversion by as much as 25 per cent,” he said.

All panellists agreed: AI can’t replace intuition, but it can scale it.

While all brands had embraced technology in varying capacities, the panel made it clear that customer experience isn’t a one-time campaign-it’s a constant calibration.

Ray put it best: “Today, you might feel like you’ve hit 30 per cent, but the next challenge resets the goalpost. It’s a journey, not a destination”.

And with the audience nodding along, it was clear: if you’re not obsessively refining your customer experience, someone else is doing it better.

May 30, 2025
Bidding wars and business wins as Indiamart dares buyers to shart

MUMBAI: Betting on business just got a digital upgrade and it starts with a “Lagi Shart?.” Indiamart, the country’s largest online B2B marketplace, has dropped a cheeky new campaign that’s all bets, banter, and business. Titled ‘Kaam Yahin Banta Hai’, the campaign reimagines the age-old generational faceoff old-school dad vs digital-savvy son through a series of playful ad films that land one punchline repeatedly: when it comes to business, Indiamart just gets it done.

The campaign hinges on the classic Indian dare Lagi Shart? as the son consistently outsmarts the father by sourcing better deals, bulk buys, and trustworthy suppliers on Indiamart. The punchline: every bet ends in a win thanks to tech, transparency, and trust.

And the numbers back the brag. Indiamart now serves over 211 million registered buyers, connecting them with a massive network of 8 million plus suppliers across the country. With a staggering 119 million plus products listed, the platform ensures variety and depth like no other. Trust is baked in, too thanks to over 8 million product reviews and ratings, and the fact that 40 per cent of sellers are GST-verified. All of this has earned Indiamart a solid 4.8 rating on the Play Store, reinforcing its position as the go-to digital marketplace for Indian businesses.

The campaign cleverly flips the script on how Indian businesses traditionally operate, highlighting how shifting from offline chaos to digital clarity can be a game-changer. The creative brain behind the campaign, ART-E Mediatech, used this generational gap as creative gold, striking a tone that’s both nostalgic and now.

With nearly three decades of presence, Indiamart has evolved into more than just a listings site, it’s a matchmaking engine for MSMEs and large enterprises alike, connecting demand and supply with digital precision.

So, the next time someone challenges your sourcing smarts, you know what to say, Lagi Shart?

May 30, 2025
Jean and tonic Pepe’s Connaught Place comeback is stitched with style

MUMBAI: Some comebacks are worth the wait and the wear. Pepe Jeans London has officially rebuttoned its iconic Connaught Place presence with a 2,400 sq. ft. flagship store that redefines denim cool with a dash of British flair.

The reopened space isn’t just bigger, it’s bolder. With over 200 denim styles and more than 500 fashion pieces spanning tees, jackets, and more, the brand’s signature London attitude is stitched into every corner. Whether you’re a skinny-fit loyalist or a relaxed-fit rebel, there’s a pair of jeans with your name on it (and probably a jacket to match).

The denim wall stands tall as the centrepiece, a love letter to the brand’s heritage flanked by collections for men, women, and kids, and a newly added footwear section that takes your look from head to toe without missing a beat. Think classic kicks, statement sneakers, and everything in between.

But why Connaught Place again? Because style, like certain locations, never really fades. With its colonial charm, cultural buzz and legendary footfall, CP mirrors the brand’s blend of timelessness and trend. “Reopening here wasn’t a business call,” the brand hinted. “It was instinct.”

So whether you’re rediscovering your denim roots or hunting for fashion-forward flair, Pepe’s new home at Connaught Place promises a little London in every look no visa required.

May 30, 2025
Stitch perfect Lakshita marks 24 years with style soul and sweet discounts

MUMBAI: A capsule a cause and a closet full of thanks. Lakshita, the homegrown fashion brand known for dressing India’s multitasking women in breezy silhouettes and bold statements, has hit a stylish milestone 24 years of empowering design. To celebrate its journey, Lakshita is dropping a limited-edition 24-piece capsule collection that’s less catwalk and more soul talk. Each piece threads together one of six defining values from the brand’s new manifesto: the Power to Move, Express, Own, Rise, Choose, and the Power of Comfort.

Commenting on Lakshita completing 24 years Lakshita co-founder and managing director Sachin Kharbanda said, “Lakshita was built on the belief that when you understand a woman’s life, you design differently, and our in-house manufacturing is the backbone of this intent. It gives us the power to listen closely, respond swiftly, and deliver consistently. For 24 years, we’ve crafted pieces inspired by the confidence and stories of women who move through life with grace and grit. These 24 pieces are a tribute to them. And as we enter our next chapter, we do so with the same promise: fashion that feels deeply personal, rigorously made, and unapologetically purposeful.”

From airy day-to-night co-ords to prints that speak louder than words, the collection captures the essence of women who juggle roles, chase dreams and still pause to tie their dupatta just right. These aren’t just garments, they’re love letters to confidence in motion.

And because no birthday’s complete without gifts, the brand is rolling out some generous ones for its loyal tribe. In stores, shoppers get up to 30 per cent off plus an additional 24 per cent, while the website serves a jaw-dropping 40 per cent off plus 24 per cent extra. Consider it a fashion-forward thank you note written in stitching and signed with style.

More than just a collection, this 24th anniversary drop is a statement: that when fashion listens to women, it doesn’t just clothe them, it champions them. Available later this month across Lakshita stores nationwide and on their official website, the collection invites customers to shop not just as buyers, but as co-authors in a story still being stitched.

May 30, 2025
Branded content is the new blockbuster, but marketers demand proof beyond the pitch

MUMBAI: Some ideas are made in boardrooms. Others, like the “dream room experiment”, are made in hotels. At Indiantelevision.com’s Media Investment Summit 2025, a session titled ‘The Rise of Branded Content and Its Future in India’ sparked both nostalgia and next-gen debate, as industry leaders unpacked what content means in today’s fragmented, ad-skipping world.

Moderated by Madison Loop VP Kosal Malladi the panel featured Suruchi Mahatpurkar Kore (Bajaj Group), Bhavin Devpuria (Triumph International), Megha Desai (Connect NXT), and Shetanshu Dikshit (Pernod Ricard India). Together, they questioned the currency of content and who, in this AI-powered era, really wears the crown.

“Content is currently about Rs 10,000 crore, while the entire advertising ecosystem is valued at Rs 100,000 crore. That’s 10 per cent—and growing at 15 per cent YoY”, Malladi opened, drawing parallels to the early days of digital marketing. “We’re at the same inflection point. Questions around effectiveness, measurement, and relatability are piling up”.

Relatable or forgettable? The definition war continues

Each speaker was asked how they define content. Mahatpurkar Kore anchored it in emotional resonance. “It’s ultimately about being relatable. In an age where users skip ads, content needs to integrate into real life”.

Desai added, “Content is anything that feels like daily conversation—whether it’s on a 55-inch screen or a six inch one. Instagram’s endless scroll is today’s biggest content binge”.

For Dikshit, content had a clear distinction, “An ad is transactional. Content is emotional. Ads sell; content touches the heart. That’s the difference”.

Devpuria referenced thumb-stoppers: short content formats designed to halt the scroll reflex. “Our thumbs travel 600 metres a day—content must work hard to make them stop”, he said, citing a five second content brief that forced creativity within constraints.

Desai warned against oversimplification, “Good content isn’t always subtle. The Samay Raina campaign from Zomato worked because it was shock value wrapped in narrative. That punch leaves a dent”.

Panelists discussed the thorny issue of content measurement. Kore highlighted a project with a rural brand targeting farmers, “We used AI to translate content into nine languages, focusing on emotional connect. The brand wasn’t chasing a big spike—it wanted long-term trust”.

Desai offered a pragmatic breakdown. “If it’s a media reach film, I’ll measure it on impressions. If it’s a drama-driven story, I’ll pay the premium, push through creators, and measure shares—not cost-per-view”.

For Devpuria, campaign objectives determine platforms. “B2B on Instagram isn’t bizarre anymore. Discovery and intent matter more than category stereotypes”.

The panel agreed that AI plays a role—but not a starring one. “We’ve experimented with AI for content generation”, said Dikshit. “But for commercialisation, it still lacks originality and rights clarity”.

Desai found value in AI’s efficiency. “It enhances personalisation, especially for language localisation and cost optimisation”.

Despite the flood of reels and short videos, Devpuria noted, “Content fatigue is real. I can’t remember what I watched yesterday. But Cadbury’s ‘Kuch Khaas Hai’ still lingers”.

The panel concluded that branded content cannot be boiled down to either subtle integrations or shocking reveals. It’s about creating moments of ‘serendipitous recognition’—where the audience doesn’t expect a brand, but welcomes it when it appears.

Dikshit summed it up, “The story has to stay intact. Whether the hero is a farmer, a food delivery boy, or a wine bottle—don’t break the narrative for a logo”.

As branded content muscles into the advertising spotlight, marketers are building the case for substance, not just style. The verdict? Storytelling sells—but only when it sticks.

May 30, 2025
Planning a Safe Getaway: Why Thailand Travel Insurance Is a Must-Have

Travelling to Thailand offers a mix of adventure, culture, and tropical relaxation. From bustling markets in Bangkok to serene islands like Phi Phi and Koh Samui, the country welcomes millions of tourists each year. But amid all the planning, one crucial step often gets overlooked: buying a comprehensive Thailand travel insurance policy. With rising travel risks and healthcare costs, this essential safety net can protect your trip from sudden and expensive setbacks.

Why You Need Travel Insurance for Thailand

Thailand is generally considered a safe country for tourists, but it isn’t immune to unexpected medical issues, travel delays, or accidents. Minor incidents like a sprained ankle during a beach trek or major concerns like food poisoning or dengue fever can lead to costly hospital visits. Without insurance, these medical bills can disrupt your travel budget or even your financial stability.

That’s where travel insurance online plays a vital role. It’s not just about ticking a visa requirement box—it’s a practical decision that ensures peace of mind. With a travel insurance policy in place, you’re covered for emergencies ranging from hospitalisation and trip cancellations to baggage loss and passport theft.

Key Medical and Travel Coverages to Look For

Thailand travel insurance plans offer varying levels of protection, so knowing what to expect can help you choose the right one. Leading plans cover:

●    Emergency Medical Expenses: Hospitalisation, surgery, and outpatient costs up to $200,000 for single trips and up to $1 million for multi-trip plans.

●    Medical Evacuation & Repatriation: Costs of transporting you to the nearest medical facility or back to India in case of serious medical emergencies.

●    Cashless Hospitalisation: A must-have feature that allows you to get treated at network hospitals in Thailand without paying upfront.

●    Trip Cancellation or Interruption: Covers non-refundable expenses like pre-paid hotels or flight tickets if your trip is interrupted for covered reasons.

●    Baggage Loss or Delay: Compensation for essential items if your luggage is lost or delayed during transit.

●    Loss of Passport or Documents: Reimbursement for the cost of obtaining a new or duplicate passport if lost abroad.

Legal and Emergency Support Included

Quality Thailand travel insurance goes beyond just medical emergencies. It often includes:

●    Personal Liability Coverage: In case you unintentionally cause damage to someone’s property or face legal claims while travelling.

●    Emergency Cash Transfers: Helps when your wallet, credit card, or cash is lost or stolen, offering financial aid through consulates or banks.

●    24/7 Assistance: Access to medical advice, legal support, and logistical help any time during your trip.

What Isn’t Covered Under Thailand Travel Insurance?

While policies offer extensive coverage, it’s just as important to be aware of exclusions. These generally include:

●    Travel to high-risk zones like war-prone areas

●    Pre-existing medical conditions unless declared and specifically covered

●    Injuries from extreme sports like scuba diving or rock climbing without an appropriate rider

●    Losses resulting from negligence (e.g., leaving your bag unattended)

●    Self-inflicted injuries or those due to alcohol/substance use

Reading the fine print ensures that you’re not caught off guard during the claims process.

The Digital Advantage: Buying Travel Insurance Online

The convenience of buying travel insurance online has changed the game. With just a few clicks, you can:

●    Compare policies from multiple providers

●    Customise plans based on trip duration, activities, or age group

●    Get instant policy documents via email

●    Access 24/7 claim support and tracking portals

This digital convenience is particularly helpful when booking last-minute trips or managing multiple family members under one plan.

Why Tata AIG’s Thailand Travel Insurance Stands Out

Among the various providers in India, Tata AIG offers feature-rich Thailand-specific plans. Their policy includes:

●    Affordable premiums starting at just ₹25.6/day

●    Plans tailored for short and long trips with flexible sum insured options

●    Bundled add-ons like maternity cover, dental care, or sports injury riders

●    Cashless hospitalisation in top Thai medical centres

●    Quick claim settlement within 30 days

●    24/7 multilingual support for emergencies

These features make their Thailand travel insurance plans highly competitive, reliable, and popular among Indian tourists.

Who Should Opt for Thailand Travel Insurance?

Whether you’re a solo backpacker exploring Chiang Mai, a family vacationing on Phuket’s beaches, or a business traveller attending a Bangkok conference—travel insurance should be on your checklist. It’s especially critical for:

●    Senior Citizens: Due to higher health risks and need for medical aid.

●    Families with Kids: Since children are prone to injuries and infections while travelling.

●    Adventure Travellers: Those participating in water sports or trekking activities.

●    Frequent Flyers: Who benefit from multi-trip plans with extended coverage and savings.

Things to Check Before Buying a Policy

To ensure your travel insurance for Thailand meets your needs, evaluate:

●    Sum Insured: It should be sufficient for medical care and evacuation if required.

●    Claim Settlement Ratio: A high percentage indicates timely and successful claim disbursal.

●    Add-On Options: Such as adventure sports coverage or coverage for COVID-19-related issues.

●    Network Hospitals: Make sure there are reputed hospitals near your destination offering cashless service.

●    Exclusions and Waiting Periods: So you’re not caught unaware during emergencies.

In Summary: Travel Worry-Free to Thailand

Buying Thailand travel insurance isn’t about fearing the worst—it’s about being wise enough to plan for it. Travel is meant to be liberating, not a cause for stress over medical bills or lost documents. With the right policy, you’re not just covering a risk; you’re investing in comfort, care, and uninterrupted experiences.

Whether you’re booking flights for a short escape to Krabi or a month-long sabbatical through northern Thailand, securing travel insurance online ensures you enjoy every moment, worry-free.

May 30, 2025
AI rewires adland: Programmatic performance is the new marketing must-have

MUMBAI: No bots were harmed in the making of this conversation—but several were summoned. At Indiantelevision.com’s Media Investment Summit 2025, the panel ‘The Future of Programmatic & Performance Advertising: How Smart Can AI Get?’ brought together a league of marketers who’ve all but handed over their media briefs to machine learning.

Moderated by Deloitte south Asia ED Irvinder Ray, the session explored how programmatic advertising has gone from being a budget line item to becoming the spine of digital media strategy.

Kotak Life Insurance EVP & head – digital business Prasad Pimple laid out the insurance conundrum, “Not all customers can buy all products. We filter prospects by income band, age, and even eligibility”. With such a defined funnel, precision targeting is critical. “Everything we do today is data-informed, whether the data comes from our CRM or platforms like Google”, he added.

AI, for Kotak, is now part of the underwriting pipeline, campaign segmentation, and even voice-based customer profiling—making programmatic indispensable for performance and compliance alike.

Fino Payments Bank head of marketing Prashant Choudhari backed automation with a marketer’s pragmatism. “At any given point, at least 50–60 per cent of my media budget is programmatic. It helps with frequency capping, cost control, and better storytelling”, he said.

Choudhari explained how programmatic empowers smaller brands to punch above their weight. “It frees up time to work on narrative and creativity. Technology does the grunt work, and marketers focus on emotion”, he added.

“Walking into a bar and being greeted by name is personal. Being handed your usual drink without asking—that’s personalisation with memory”, said PayU Payments head of marketing Argho Bhattacharya. He used the analogy to illustrate how programmatic media and zero-party data allow brands to predict—not just reflect—consumer needs.

Bhattacharya cited how PayU moved from cohort-based messaging to individual targeting. “We no longer set campaigns by clusters. We do it by individual intent”, he said, citing PIN-code-level targeting for telecom dealers and energy providers, which delivered a campaign click-through rate (CTR) of 2.9 per cent and a brand uplift of 25 per cent.

Sachdeva also introduced the idea of always-on learning loops—real-time feedback mechanisms that adapt messaging based on ambient conditions like AQI, rain alerts, or commute times. “We don’t just predict needs. We mirror the environment”, he added.

Blis associate director sales Ishika Sharma focused on creative optimisation and exclusion logic. “We ran a campaign where creatives changed not just by city, but by street, down to the PIN code”, she said. The campaign avoided targeting existing customers by mapping Wi-Fi footprints and excluding IPs already associated with a service.

She warned against overstepping. “Too much targeting becomes surveillance. We must balance personalisation with respect”, she added.

VDO.AI CBO Akshay Chaturvedi explained how AI helps balance brand building with performance. “We used AI to layer performance KPIs over branding campaigns, so nothing was wasted. A single video could deliver awareness and CTR”, he said.

Chaturvedi also stressed multi-channel orchestration. “We use our own AI engine to decide what content to push where—Youtube, Zee5, Whatsapp, or the client’s CRM. It’s all synchronised”, he said.

The panel agreed that programmatic has shifted from being a media tool to a business enabler. Whether it’s AQI-based insurance ads or pizza shops pinging you mid-commute, the future of advertising is smarter, faster, and sharper.

As Ray concluded, “Tech can find the segment. But it takes human insight to tell the story. AI and marketers aren’t in competition—they’re co-authors”.

May 30, 2025