ITV

Category: Media and Advertising

  • Omnicom brings global influencer capabilities under Creo banner

    Omnicom brings global influencer capabilities under Creo banner

    MUMBAI: Omnicom Media Group (OMG) has consolidated its global influencer marketing capabilities under a single brand—Creo—to deliver a consistent, data-led approach to clients across markets. This move puts influencer marketing firmly at the heart of OMG’s media offering, treating it as a fully measurable and strategic media channel.

    Since launching three years ago, Creo has developed influencer-led campaigns for major brands like Mountain Dew, Delta and State Farm. Now, as part of a global integration, clients everywhere will gain access to Creo’s partnerships with leading platforms including Amazon, Google, Snap, TikTok and Instacart—bridging the gap between content creation and commerce.

    The global influencer marketing market is set to reach $33 billion by 2025, up from $24 billion in 2024. In response, OMG is rolling out new tools through its Omni platform to enhance campaign planning and performance:

    * Creator Briefing Tool: Powered by Google Gemini, this helps creators shape content based on audience insights, cultural signals and brand data.

    * Creo Influencer Agent: An AI tool that identifies creators aligned with campaign objectives using Omni’s cultural intelligence suite.

    * Creator Performance Predictor: Built on Meta’s latest API, this machine learning tool forecasts which organic content will deliver stronger results when amplified with paid media—boosting outcomes by 38 per cent in early tests.

    “With influencers playing an increasingly important role in how audiences discover and engage with brands, bringing together our capabilities under Creo ensures clients in every market can access the same level of innovation, insight and strategic impact,” said Omnicom Media group CEO Florian Adamski. 

    In select regions, the brand will operate as OMGCreo. Backed by Omni, Creo positions influencer marketing as an accountable, data-driven channel designed to deliver results across the full marketing funnel.

  • Nescafe brews a gamer buzz with Minecraft streamers for cold coffee range

    Nescafe brews a gamer buzz with Minecraft streamers for cold coffee range

    MUMBAI: Gaming and caffeine collided this April as Nestlé India took its Nescafe Ready-to-Drink Cold Coffee range to the nation’s screens via a uniquely caffeinated campaign. Tapping into India’s thriving online gaming community, Nestlé paired its café-style cold coffee with live Minecraft streams, turning digital battles into chill breaks.

    The initiative kicked off as part of the expansion of Nescafe’s cold coffee lineup, aimed at the ever-scrolling, on-the-go gen z crowd. To maximise impact, Nestlé activated 27 Minecraft livestreams around the release of the game’s movie adaptation, enlisting popular streamers including GamerFleet (Anshu Bisht).

    “Young India is gravitating towards gaming, and we wanted to leverage this content stream and position Nescafe’s new café style cold coffee range as the ideal partner for gaming. With this insight, we tried to build on the buzz in the Minecraft gaming community coinciding with the launch of the movie. We collaborated with some of the top game streamers through live streaming activations, with the aim of enhancing brand awareness and deepening our engagement with the youth,” said Nestlé India head, dairy business, Manav Sahni.

    The campaign brewed up numbers fast. GamerFleet’s launch stream alone clocked 6.6 million impressions and 1.2 million organic views in a single weekend. In total, the campaign tallied over 3.89 million organic views across 10 days.

    Streamo founder Tushaar Garg added, “Minecraft isn’t just a game-it’s a cultural phenomenon brewing for over 15 years on YouTube and has shaped digital communities, fuelled creativity, and provided a space for millions to hang out. Streamo is pleased to have aggregated, automated and activated the Minecraft community on YouTube for Nescafe’s new Cold Coffee range – keeping gamers refreshed over long hours of streaming.”

    The campaign was brought to life through a collaboration between Nestlé India, media agency Publicis, and Streamo, an ad-tech platform that connects brands with a creator network of over 20,000 gaming influencers. And the stream hasn’t dried up yet-an extended activation involving 50 streamers is set to unfold through April, brewing further excitement for the chilled coffee range.

  • Liqvd Asia gets tech-savvy boost with Mahima Kukreja as new creative technologist

    Liqvd Asia gets tech-savvy boost with Mahima Kukreja as new creative technologist

    MUMBAI: Liqvd Asia just added more spark to its creative engine, appointing Mahima Kukreja as its new creative technologist. Famous for her prowess at blending tech with storytelling, Kukreja steps into a key role designed to turn smart digital ideas into memorable brand experiences.

    Following the agency’s recent acquisition of Adlift, a move aimed at providing all-encompassing digital solutions, Kukreja’s arrival further enhances Liqvd Asia’s ability to merge technological depth with creative flair.

    Reporting to head of creative services Sunil Gangras, Kukreja will lead the charge in tech-driven creativity, designing strategies to elevate brands digitally. With 13 years in top agencies like Ogilvy, DDB, and Monks, her resume boasts campaigns for heavy hitters like Tata, Amazon, Mondelez, KFC, and HBO.

    Gangras shared his enthusiasm about the appointment, “Creativity today needs to be adaptive, immersive, and scalable—and technology helps us get there faster. Mahima is one of those rare creatives who can see the idea through the lens of technology, emotion, and purpose. Her ability to fuse tech with storytelling is exactly what brands need today to stay relevant and resonate with audiences. We’re excited to have her with us, and I truly believe her presence will push our creative boundaries.”

    Globally recognised, Kukreja was recently selected for the Cannes Lions See It Be It programme 2025 from over 1,650 applicants worldwide and serves as a jury member for Spikes Asia 2025 in Digital Craft, Social & Influencer categories. Her past jury duties include prestigious bodies like D&AD, with multiple accolades from One Show Asia, Effies, and Kyoorius.

    Outside advertising, Kukreja advocates inclusive creativity, mentoring young creatives—especially women and queer individuals—and runs FeelFuzzy.in, an affordable, affirmative therapy platform for young adults.

    Speaking on her new role, Kukreja said, “I’ve always believed creativity should reflect the world we live in. Today, we can build real magic at the intersection of tech, culture, and humanity. Joining Liqvd Asia feels like the perfect opportunity to do just that—with people who dream big, build boldly, and are unafraid to play in new spaces. It’s an agency that understands the power of culture, technology, and storytelling. I look forward to crafting work that’s not just seen, but felt—work that moves the needle emotionally, technologically, and culturally.”

    With Kukreja onboard, Liqvd Asia is firmly positioned to deliver compelling, technology-powered creative solutions, setting new standards in digital innovation.

  • Pazago’s new film gives India’s export chaos a digital detox with structure and sass

    Pazago’s new film gives India’s export chaos a digital detox with structure and sass

    MUMBAI: In a country exporting everything from textiles to tech talent, it’s ironic that India’s own export processes still feel like they’re stuck in dial-up mode. Enter Pazago. The Mumbai-based logistics tech startup dropped its first brand film—a no-nonsense, visually gritty look at the behind-the-scenes chaos plaguing exporters.

    The film doesn’t sugarcoat it. Exporters are seen juggling vendors like hot potatoes, misplacing paperwork like it’s a national sport, and chasing follow-ups with the stamina of marathoners.

    The message?

    It’s messy out there.

    But it doesn’t have to be.

    Pazago offers a digital way out: a single platform where documentation, tracking, coordination, and communication all live under one (virtual) roof. It’s less spreadsheet, more spaceship.

    “The export industry has been left behind in the tech revolution. While sectors like finance and retail have embraced digitalization, exporters are still battling inefficiency and confusion. At Pazago, we’ve decoded the export order recipe — what it takes to move an order from origin to destination without chaos. By bringing structure to this process, we empower exporters to focus on growth rather than getting bogged down by paperwork and coordination hassles. This film is a reflection of the change we’re leading,” said Pazago founder Nikhil Agrawal.

    The film aims straight for the eyes and inboxes of India’s medium to large-scale exporters and manufacturers—the ones who know the pain of fragmented systems all too well. It offers a digitised, centralised solution to decades of export dysfunction.

    Backed by clean visuals and sharp storytelling, the brand film doesn’t promise to make exports sexy. It just promises to make them bearable. And scalable. And finally, a little less archaic.

    Now streaming on Pazago’s digital platforms, the film marks the startup’s push to become the digital backbone for India’s export operations. For an industry long ignored by Silicon Valley shine, this may just be the cinematic kick it needs.

  • Akshay Mathur exits Tyroo after a decade of dealmaking and digital domination

    Akshay Mathur exits Tyroo after a decade of dealmaking and digital domination

    MUMBAI: For a man who’s helped launch more platforms than most people can name, Akshay Mathur knows when it’s time to log out. After a 10-year ride at Tyroo (part of the Smile Group), the digital advertising heavyweight has officially stepped down, closing a chapter that helped define Asia’s adtech playbook.

    Mathur has built a career few can rival, working across the digital trenches at marquee names like The Times Group, Yahoo! India, People Group, Komli Media, SVG Media, Dentsu, and most recently Tyroo. His name has become synonymous with unlocking monetisation potential, building revenue-first operations, and striking platform partnerships that actually scale.

    “I’ve been incredibly fortunate to work with some of the most dynamic people, partners and platforms in the industry”, said Mathur. “Each chapter has been about building, learning, and growing – and I’m looking forward to carrying that momentum into what comes next.”

    While his next move remains under wraps, the speculation machine is already humming. And for good reason. Mathur’s fingerprints are all over Asia’s digital economy. From go-to-market playbooks to cross-functional growth machines, he’s been the architect behind some of the region’s most strategic monetisation efforts.

    In a 25-year career that reads like a roadmap of the region’s digital evolution, Mathur has played a starring role in scaling global platforms and adapting them to Asian nuances. Think enterprise sales, partner-led monetisation, and performance-brand hybrids—he’s been there, scaled that.

    Widely viewed as a key force in the rise of platform-led adtech in Asia, Mathur departs Tyroo with his influence very much intact and his next move eagerly anticipated.

  • Kapture CX ropes in Gaurav Prakash as senior director to supercharge enterprise sales and scale with AI firepower

    Kapture CX ropes in Gaurav Prakash as senior director to supercharge enterprise sales and scale with AI firepower

    MUMBAI: If customer experience were a battlefield, Kapture CX just added a seasoned general to its ranks. The Bengaluru-based agentic AI-powered CX platform appointed Gaurav Prakash as its new senior director of enterprise sales this April, arming itself for its next phase of expansion across India’s complex enterprise landscape.

    With 14 years under his belt in the SaaS trenches, Prakash brings a cross-sector track record in Edtech, Procuretech, and most notably, CX. He’s now been handed the keys to Kapture’s enterprise engine, with a brief to drive growth and scale operations with a global outlook, while also sharpening the firm’s position as a homegrown disruptor in the CX space.

    “We are excited to welcome Gaurav to Kapture CX at a time when the enterprise market is ready for disruption. His deep expertise across SaaS and customer experience aligns perfectly with our vision to deliver innovative and end-to-end CX solutions. With his appointment, we are confident in accelerating our growth and strengthening our position as a market leader,” said Kapture CX CRO Gaurav Juneja.

    Prakash, visibly fired up about his new role, believes the timing couldn’t be better. “The market is at an inflection point. Enterprises—whether legacy businesses or digital-native brands—are actively looking for a comprehensive CX platform that aligns with their transformation goals. Kapture is well-positioned to capitalise on this shift, especially with its early investment in generative AI and agentic AI by the leadership & the founders as a game-changer.”

    Before his Kapture chapter, Prakash made a mark at Freshworks where he scaled enterprise operations across north, east and west India. He also did a tour at PwC, giving him a well-rounded view of enterprise demands and buying behaviour.

    At Kapture, he plans to beef up the enterprise sales function, recruit top-tier talent, and reinforce the brand’s credibility as the only end-to-end CX platform built organically in India.

    “I am highly inspired by Kapture’s culture and its energetic, hardworking teams across GTM, Sales, Marketing, and Finance—teams that are deeply committed to problem-solving, no matter the challenge,” he added.

  • Ongrid taps Manav Jain as chief business officer to energise growth engine

    Ongrid taps Manav Jain as chief business officer to energise growth engine

    MUMBAI: In a strategic move to supercharge its growth ambitions, Ongrid appointed industry veteran Manav Jain as chief business officer on 22 April 2025. With a sparkling résumé spanning SaaS, fintech, IT, and manufacturing, Jain is set to inject fresh momentum into the company’s operations and customer success initiatives.

    Jain brings over 20 years of heavyweight experience from notable stints at Loconav, Paytm, Microsoft, and the Murugappa Group, alongside his entrepreneurial forays as co-founder of hiring-tech startups UniHyr and Hyrr. A distinguished alumnus of XLRI (2004) and the Asian Institute of Management, Manila (2010), Jain is known for his laser-sharp business acumen combined with a pragmatic approach to human resources and technology.

    At Ongrid, Jain will anchor critical functions including revenue growth strategies, technological innovation, human resources, finance, legal compliance, and administrative excellence. His appointment marks a pivotal moment as Ongrid sharpens its competitive edge amid dynamic market shifts.

    “We are thrilled to welcome Manav Jain to Ongrid. His deep understanding of business operations, technology, and HR will be invaluable as we continue to scale and innovate. Manav’s leadership will be instrumental in strengthening our customer relationships and driving operational excellence across the organisation,” commented Ongrid co-founder & CEO Piyush Peshwani.

    Sharing his enthusiasm about the new role, Jain remarked, “What interested me about Ongrid was the clarity of its mission, the relevance of the problems it’s solving, and the opportunity to work on real, operational challenges across industries. I’m looking forward to contributing to a business that is structured, execution-focused, and solving real-world problems in trust and compliance.”

    With Jain steering the wheel, Ongrid clearly signals its readiness to accelerate business growth, build robust operational frameworks, and deliver precise, tangible solutions to industry-wide compliance and trust issues.

  • Blue Tribe’s Eat Green Initiative plates up climate action this Earth Day with plant-based punch

    Blue Tribe’s Eat Green Initiative plates up climate action this Earth Day with plant-based punch

    MUMBAI: If saving the planet had a flavour, Blue Tribe just cooked it up. This Earth Day, the plant-based protein brand launched its week-long ‘Eat Green Initiative’, a campaign urging folks to rethink what’s on their plates. Forget cold lectures about climate change — this one comes with sizzles, snaps, and snacks.

    From 22-28 April, Blue Tribe employees, influencers, and brand fans will show off their kitchen chops by whipping up meals using the company’s plant-based products.

    Their aim is to make eating green go viral. All that culinary activism will be shared online under the hashtag #BlueTribeEatGreenInitiative, creating a tasty trail of digital breadcrumbs for anyone still clinging to industrial meat like it’s 1999.

    “Every meal is a choice, and every choice has a consequence,” said Blue Tribe Foods co-founder Sandeep Singh. “Through the Eat Green Initiative, we want to show that small, mindful decisions like opting for plant-based meals, can collectively make a significant difference for the planet. Earth Day is a reminder that sustainability must be a part of our daily lives, not just a one-day commitment.”

    And they’re not just chewing the (vegan) fat. According to FAO data, animal agriculture is behind nearly 18 per cent of global carbon emissions.

    Going green in your diet isn’t a food trend—it’s a survival tactic. Blue Tribe wants to make that transition as tasty as it is timely.

    To kick things off, the campaign begins with a digital note from Blue Tribe leadership, framing food as ground zero for sustainable change. Throughout the week, participating eaters will share their dishes alongside environmental impact stats—from water saved to emissions slashed.

    The goal?

    Build a tribe of eaters who connect what’s on their plates with what’s happening to the planet. No guilt-tripping, just guilt-free snacking.

    With global temperatures climbing like a bad fever dream, melting ice caps, and natural habitats on the ropes, Blue Tribe’s call to action is simple: ditch the beef, embrace the bean.

  • Tata Tea’s Jaago Re stirs the pot with AI to brew climate action, one green act at a time

    Tata Tea’s Jaago Re stirs the pot with AI to brew climate action, one green act at a time

    MUMBAI: It’s not just the tea that’s brewing at Tata anymore-it’s a full-blown AI-infused environmental crusade. Tata Tea Jaago Re is back, this time with a digital twist to stir our climate conscience. The new campaign, titled ‘Har Green Action se Farak Padega‘, isn’t just a catchy jingle. It’s a tech-powered wake-up call wrapped in a steaming mug of sustainability.

    Launched on 21 April, 2025, the initiative aims to shake citizens out of their climate apathy and prove that your daily actions – yes, even that shower you took with a bucket – actually count. Built on Google Cloud’s AI suite, the campaign introduces a Whatsapp-based tool via www.jaagore.com. Snap a pic of your green deed, upload it, and the AI – powered by Gemini – will do the rest. It recognises the eco-friendly action and serves up a report card of how much good you’ve done for the planet. It’s sustainability with receipts.

    “Tata Tea Jaago Re has always believed in raising the society’s collective consciousness on key social issues of our times and there is nothing more pressing than the need to fight against Climate Change for the world’s future… Through this initiative, we hope to inspire meaningful change for a better tomorrow and unlock the power of collective action of the people, because ‘Ek Ek Karke hum sab karenge, to Farak Padega,’” said Tata Consumer Products president – packaged beverages, Puneet Das.

    Each time ten such actions are verified, Tata Tea goes one better: they plant a tree. That’s right. AI gets you leaves, and trees get real.

    Tata Tea Jaago Re

    Backing the campaign is a stirring film by Mullen Lintas. Picture this: adults tut-tutting over headlines, while kids quietly lead the charge. Buckets replace showers. Lids go on pots. And a catchy chorus scores the whole eco-rebellion. The film makes it clear-the future isn’t just in good hands, it’s in green ones.

    “We are thrilled to collaborate with Tata Tea’s innovative Jaago Re campaign which leverages Gemini and helps solve the challenge of verifying diverse user-submitted actions… fostering both accountability and a sense of achievement,” said Google Cloud India VP & country MD Bikram Singh Bedi.

    Mullen Lintas Kishore Subramanian added, “Through the voices of children, the film emphasises how small, individual efforts can lead to a powerful collective impact, urging all of us to do our bit… Jaago Re.”

    The idea? Make climate action go viral. Not just through hashtags, but through habits.

    Green is no longer just a colour, it’s a KPI.