ITV

Category: Media and Advertising

  • Amagi flips the script with AI tool to keep programmers off the ropes

    Amagi flips the script with AI tool to keep programmers off the ropes

    MUMBAI: In the OTT jungle, the bots are now doing the heavy lifting

    Gone are the days when content teams had to wrestle with Excel sheets and caffeine-fuelled late nights to build programming schedules. In a move that gives human schedulers their long-overdue coffee break, Amagi has just launched Amagi Smart Scheduler — an AI-powered scheduling solution designed to make sure your content hits the right eyeballs at the right time, without the daily data gymnastics.

    The company, a major player in cloud-based SaaS solutions for TV and streaming, announced the launch on 7 April 2025, positioning this slick new tool as a saviour for content teams, streaming platforms and broadcast networks alike. Built on Argoid’s AI scheduling platform — following Amagi’s acquisition of Argoid AI — Smart Scheduler marks the company’s latest bet on AI to revolutionise media operations.

    “The future of media programming lies in intelligent automation,” said Amagi co-founder & CRO Srinivasan KA. “With Amagi Smart Scheduler, we offer programmers and content owners a solution that reduces manual workload and enhances audience engagement and revenue potential.”

    Smart Scheduler doesn’t just slap AI on a spreadsheet and call it magic. It offers two modes of operation:

    1.    Fully automated mode: One click, and your channel schedule is AI-optimised using machine learning models trained on historical viewership data, content preferences, and real-world trends. No tarot cards involved.

    2.    Rules-based automation mode: Want a little more control? Teams can set custom rules and let the AI play within those lines — ensuring precision without paranoia.

    In both cases, editorial control stays intact. You can tweak, finesse, and fine-tune like the artsy genius you are. But now, you won’t need three screens, two assistants and a prayer circle to do it.

    The Smart Scheduler uses a buffet of data sources — historical content performance, metadata, audience trends, and even social engagement signals — to craft schedules that are actually smart, not just buzzword-flavoured.

    Traditional content scheduling has long been the media world’s necessary evil — time-intensive, manual, and prone to human error (and burnout). With Smart Scheduler, Amagi says it will scale multi-channel programming, improve operational efficiency, and crucially, boost ad revenue.

    The product is now generally available, ready to enter the workflows of media companies everywhere that are sick of spreadsheets and starving for streamlining.

    The timing couldn’t be better. With audience behaviour evolving faster than Tiktok trends and ad budgets getting squeezed like toothpaste tubes, content teams need tools that are sharp, swift and smart enough to keep up. Amagi’s Smart Scheduler might just be the solution that gives programmers their weekends back — or at least, fewer panic attacks.

  • Honasa’s CMO bids adieu, CEO Varun Alagh steps in to steer the ship

    Honasa’s CMO bids adieu, CEO Varun Alagh steps in to steer the ship

    MUMBAI: Another boardroom chair just started spinning at Honasa Consumer Ltd. On 5 April 2025, the parent company of Mamaearth confirmed that Anuja Mishra, chief marketing officer and senior management personnel, has resigned from her position citing personal reasons. Her resignation takes effect from the close of business hours on 30 June 2025.

    The announcement, disclosed via a stock exchange filing, comes at a pivotal time for the D2C beauty and personal care giant. In the interim, CEO and whole time director Varun Alagh will don another hat, assuming the charge of CMO until a successor is named.

    honsaMishra, who joined the brand to helm its marketing leadership, thanked co-founders Varun and Ghazal Alagh in her official resignation letter, writing, “I want to thank Ghazal and you for this incredible opportunity. I will be just a phone call away and will always be rooting for Honasa’s success.”

    The company has updated its website and official channels with the leadership change. In line with SEBI’s Listing Obligations and Disclosure Requirements, Honasa also shared the requisite details under Regulation 30.

    While no replacement has been officially announced yet, the move places extra weight on Alagh, who now juggles brand-building and boardroom strategy. As Honasa edges toward deeper expansion and increased investor scrutiny, its marketing direction will be under the spotlight.
     

  • Green giants crowned at IAA Olive Crown Awards, sustainability gets the spotlight

    Green giants crowned at IAA Olive Crown Awards, sustainability gets the spotlight

    MUMBAI: Mumbai’s glitterati gathered at the ITC Grand Central on 4 April for the 15th IAA Olive Crown Awards, where sustainability champions were given a right royal pat on the back. Forget your garden-variety awards show; this was a green jamboree, a veritable eco-extravaganza.

    Packmate Grrreen LLP sprouted as “Green Brand of the Year,” proving they’re not just leafing around when it comes to eco-consciousness. RK Swamy reaped a harvest of four Olive Crowns, including “Green Agency of the Year,” showing it’s  not just another agency, it’s a green machine.

    rk swamy

    Adani Enterprises Ltd and Ogilvy struck gold, bagging multiple awards, including the coveted “Corporate Crusader of the Year” for their campaign, “Pehle Pankha Aayega, Phir Bijli Aayegi” (“First the fan, then the electricity”). Turns out, the company is  not just blowing hot air. Eastern Media Ltd and Reliance Foundation shared the “Green Campaign of the Year” gold, proving that when it comes to saving the planet, two’s company.

    Earth Brigade Foundation

    Dharmesh Barai, the man who makes mangroves look marvellous, was crowned “Green Crusader of the Year” for his Herculean efforts in cleaning up Maharashtra’s coastlines. He’s not just cleaning up, he’s cleaning up good. Earth Brigade Foundation bagged gold for “Green NGO of the Year,” proving it’s not consisting of  just a bunch of tree-huggers, it’s  making a real difference.

    Rahul Narwekar, honourable speaker of the Maharashtra Assembly, graced the event, praising the IAA for their long-standing commitment to sustainability. “They took up this initiative when sustainability was perhaps not a known concept the way it is today,” he said, adding that the IAA has helped to drive the thought of sustainability through young minds, old minds and people at large.

    IAA India chapter  president Abhishek Karnani stated, “Sustainability is no longer a choice, it is a responsibility,” and that the IAA is heartened to see corporates, advertising agencies, and media houses doing the same. 
     

    Dharmesh Barai,

    Janak Sarda, chairperson of the IAA Olive Crown Awards, added, “It is our industry’s promise to be guardians of Brand Earth.”

    A special award for “Best Continuing Effort” was given to The Bhamla Foundation and Hungama Digital Media for their “Bhoomi Namaskar” campaign, proving that consistency is key when it comes to saving the planet.
    And for the IMC and IAA campaign, Ogilvy, with Rahul Rudra and Abhishek Kaddi’s “Pinky Promise” campaign, took home the win.

    The event, a veritable who’s who of the advertising and marketing world, was sponsored by Deepak Builders & Developers, Blue Star Ltd, Mobligent Media, and Awardor. It was a night of green glory, where the planet was the real winner

  • Marketing bricks with clicks Kanika Sharma joins Neworld as VP

    Marketing bricks with clicks Kanika Sharma joins Neworld as VP

    MUMBAI: From billboards to blueprints, Kanika Sharma is laying down a fresh marketing foundation, this time as vice president of marketing at Neworld Developers. The appointment signals a strategic push by the real estate firm to bolster its brand and buyer connect across India’s most competitive markets, including Delhi-NCR.

    Sharma, who’s built a reputation for turning real estate brands into household names, now takes charge of Neworld’s marketing strategies across residential and commercial verticals. Her mission? Elevate the brand’s presence and drive customer-centric campaigns that strike a chord with today’s discerning buyers.

    “I am honoured to join Neworld Developers at this exciting juncture,” Sharma said. “The company’s dedication to innovation and excellence resonates with my passion for creating meaningful brand experiences. I look forward to leading initiatives that will contribute to Neworld’s growth and deepen engagement with our customers and stakeholders.”

    Sharma’s real estate credentials are as solid as the properties she’s helped market. Most recently, she helmed corporate marketing at Geetanjali Homestate Private Limited, where her campaigns made measurable dents in brand recall and visibility. Prior to that, she played a pivotal role at Gupta Builders & Promoters in Chandigarh, focusing on both business expansion and brand storytelling in a notoriously crowded market.

    Her addition to Neworld’s leadership comes as the company ramps up its development pipeline, aiming to blend premium real estate with sustainability. With Sharma at the marketing helm, the goal is to cut through the clutter and craft narratives that stick, not just in metros, but in emerging urban hubs too.

    For an industry that often builds first and brands later, Sharma’s appointment is a nod to the growing power of perception in property. And if her track record is anything to go by, Neworld might just be constructing more than buildings, it’s setting the stage for a bold brand revival.

  • Nivea Purna and Zee Kannada champion a cultural shift in self-care

    Nivea Purna and Zee Kannada champion a cultural shift in self-care

    MUMBAI: Nivea India has teamed up with Zee Kannada to launch Nivea Purna – Self-Care is Complete Care, a campaign that transforms body lotion marketing into a movement celebrating women’s well-being and empowerment.

    The campaign struck a deeply emotional chord by integrating beloved TV characters Seetha (Vaishnavi Gowda) and Shravani (Asiya Firdouse) into its narrative. These fan-favourite figures helped deliver the message authentically, positioning self-care as an achievable and essential part of women’s daily lives.

    By partnering with Zee Kannada and its digital extension Zee5, the campaign embedded itself into the cultural heartbeat of Karnataka. It brought the self-care conversation into living rooms through content that women already trust and connect with.

    The activation gained further momentum with the Nivea Purna Contest, which encouraged women across Karnataka to share personal stories of self-care. What started as a call to action quickly evolved into a community-driven movement, amplified by genuine engagement on social media.

    The campaign reached its crescendo at the Zee Entertainers event, celebrating participants and spotlighting women’s wellness through engaging activities such as rapid-fire rounds, meet-and-greets, and a felicitation ceremony. It was more than an awards night-it was a vibrant community celebration that solidified the emotional link between the brand and its audience.

    “This campaign wasn’t about marketing a product; it was about being part of a larger movement,” the brand stated, underscoring the campaign’s broader purpose and impact on brand sentiment and market performance.

    “Nivea Purna was more than a campaign-it was a movement to make self-care essential, not optional. Partnering with Zee Kannada helped us connect deeply with women in Karnataka, bringing this message to life in a culturally relevant way. The overwhelming response inspires us to keep driving meaningful conversations that empower women to prioritise their well-being every day.”

    Nivea India marketing director Shweta Dalal “Nivea Purna highlights how brands that authentically connect with their audience-through storytelling, inclusivity, and cultural relevance-can drive lasting changes in perception while achieving tangible business results.”

    OMD India associate vice-president Tanushree Chakraborty “This collaboration exemplifies our commitment to delivering impactful brand solutions by leveraging Zee’s vast network and strengths to seamlessly amplify brand stories across multiple touchpoints and drive maximum impact on brand equity. As the undisputed leader in the Kannada market, our channel and content enjoy a cult following, enabling us to craft authentic, high-engagement brand campaigns. With Zee’s beloved characters, who share a deep emotional bond with audiences, we provide the perfect platform to spark meaningful brand conversations in millions of homes. A big kudos to the entire team, with a special mention to Nivea and the OMD team, who partnered with us to make this campaign a resounding success. We remain committed to setting new benchmarks with more such innovative and high-impact brand collaborations.”

    Zee Entertainment Enterprises Ltd. chief growth officer Ashish Sehgal, Through Nivea Purna, the brand didn’t just promote a product-it created a movement rooted in cultural relevance, emotional connection, and empowerment.

  • Milind Soman unmasks ageing myths in Centre for Sight’s eye-opening campaign

    Milind Soman unmasks ageing myths in Centre for Sight’s eye-opening campaign

    MUMBAI: When the Ironman of India tells you to open your eyes—literally—you pay attention. Centre for Sight launched a bold new campaign starring Milind Soman that doesn’t just jog memories; it sprints straight into the truth about ageing and eyesight.

    The campaign opens with Soman looking like he just stumbled off a retirement home pamphlet—grey, wrinkled, and sluggish. Just as viewers settle into the stereotype, the twist arrives: he pulls off the disguise. The real Soman, ageless and athletic, drops a truth bomb—“If you don’t see clearly, you make mistakes. Don’t compromise on your vision. Trust the experts.”

    The message is sharp, clear and right on target. Eye health is often ignored in the fitness conversation, and Centre for Sight is here to change that narrative. The campaign tackles vision villains like cataracts, glaucoma, diabetic retinopathy and age-related deterioration, reminding viewers that being fit includes staying visually sharp.

    “Vision is one of the most underestimated aspects of health and yet it shapes the way we experience life,” said Centre for Sight chairman & medical director Mahipal S. Sachdev. “With the latest global technologies like the SCHWIND AMARIS 1050RS and the power of our highly skilled doctors, we ensure precision in every procedure.”

    The film is already going viral, with viewers doing a double take and asking—is that really Milind Soman? Spoiler alert: it is. And he’s here to prove that while age may leave a mark, your vision doesn’t have to blur with it.

    Centre for Sight has kicked off a full-blown 360° media assault—digital, influencer, print, radio and outdoor—all laser-focused on getting Indians to book that long-pending eye check-up.

     

  • Motorola dials up marketing game, appoints Gagandeep Bedi to lead India brand blitz

    Motorola dials up marketing game, appoints Gagandeep Bedi to lead India brand blitz

    MUMBAI: Motorola just hit the speed dial on its India playbook. On 4 March 2025, the company announced Gagandeep Bedi as its new head of marketing for Motorola Mobility India. And let’s just say, this hire isn’t a soft launch—it’s a statement.

    Reporting to Motorola Asia Pacific head of marketing Shivam Ranjan, Bedi will lead the brand’s marketing orchestra across the Indian terrain—where the smartphone war isn’t fought with specs alone, but with story, swagger and smart strategy.

    “I am thrilled to join Motorola at such an exciting time in its growth journey. Motorola is an iconic brand with a strong legacy of innovation, and I look forward to leveraging my experience to further strengthen its market presence in India,” said Bedi. “With a rapidly evolving consumer landscape, I am eager to drive impactful marketing strategies, enhance brand engagement, and contribute to the brand’s continued success in the country.”

    Bedi comes equipped with a 17-year track record across top-tier names—Infinix, Tecno, Beetel, Reliance Jio, Samsung and Bharti Retail—where he’s launched and scaled brands, cracked GTM strategies, and helmed show-stopping product rollouts. From telcos to tech, his marketing toolkit’s seen more action than a flagship launch day.

    “As we continue to expand our presence in India, I am excited to welcome Gagandeep Bedi to the team,” said Ranjan. “India is a key growth market for us in Asia Pacific and we are committed to grow aspiration and desire for our brand in the market.”

    And it’s not just corporate optimism talking. Over the past two years, Motorola has seen double-digit premium-to-market growth and triple-digit YoY growth over the last three quarters. That’s not just momentum—it’s a market mood swing.

    As Motorola revs up its innovation engine and sharpens its brand voice, Bedi’s entry could be the high-impact, high-decibel move the brand needs to dominate India’s hyper-competitive smartphone space.

  • Kyoorius reveals star jury for 2025 creative awards across key categories

    Kyoorius reveals star jury for 2025 creative awards across key categories

    MUMBAI: The Kyoorius Creative Awards 2025 is shaping up to be a celebration of unmatched creative excellence, as Kyoorius unveils its star-studded jury panel. Known for its transparent and rigorous judging, the awards continue to uphold integrity by assembling a diverse group of top creative minds from across India and abroad.

    Kyoorius founder & CEO Rajesh Kejriwal said, “The Kyoorius Creative Awards have always stood for integrity and creative excellence. We take the time to get the jury right, ensuring an inclusive panel that truly represents the breadth of talent in the industry. With diverse perspectives coming together, we’re excited to see how this year’s jury upholds our commitment to recognising work that truly leaves its mark.”

    The jury spans across disciplines, from integrated campaigns and branded content to film, digital craft, regional storytelling, health, and purpose-driven work.

    Here’s a snapshot of the jury across categories,

    Integrated, Commerce, Media, PR, B2B Industry stalwarts such as Prasoon Joshi (Mccann Worldgroup), Hephzibah Pathak (Ogilvy India), and Sandipan Bhattacharyya (Grey Worldwide India) join forces with names like Vikram Pandey (Leo India) and Theresa Ong (Meta).

    Branded Content, Gaming, Direct, Experimental Global and homegrown talents including Paul Nagy (VML APAC), Jung A Kim (Innocean), Vasudha Misra (MullenLowe Lintas), and Pallavi Chakravarti (Fundamental) bring their unique storytelling lens.

    Digital + Social + Tech, Digital Craft Creative tech minds like Rajdeepak Das (Publicis Groupe SA), Julie Jihyun Kang (Serviceplan Korea), and Pooja Ambulkar (Accenture GN Song) will evaluate work at the intersection of innovation and digital storytelling.

    Film, Broadcast Visionaries like Kainaz Karmakar (Ogilvy India), Swati Bhattacharya (Godrej Creative Lab), and Adarsh Atal (Tilt Brand Solutions) join others to recognise excellence in visual storytelling.

    Film Craft Renowned directors including Afshan Hussain Shaikh (Not Bad Films), Akanksha Seda (Good Morning Film), and Aakash Bhatia (LoudMouth) will honour the art behind the camera.

    Press, Outdoor, Radio + Audio, Regional, Industry Craft Names like Surjo Dutt (Dentsu Creative India), Mayur Hola (Swiggy), and Suchitra Gahlot (FCB Ulka) add gravitas to this multifaceted category.

    Health and Pharma Specialists like Praful Akali (Medulla Communications), Lyndon Louis (McCann Health India), and Juneston Mathana (Ogilvy) bring domain-specific insight.

    Creativity for Good and Zee Equality Award Visionaries driving social impact, including Manish Bhatt (Scarecrow M&C Saatchi), Asha Kharga (Mahindra Group), and Rohan Mehta (FCB Kinnect), will lead this powerful category.

    Judging begins on 24 April 2025, and the much-awaited Kyoorius Creative Awards Night will be held on 24 May 2025 at the Jio World Convention Centre, BKC, Mumbai.

  • Coke Zero goes full ‘method’ with invisible cans and calorie-free genius

    Coke Zero goes full ‘method’ with invisible cans and calorie-free genius

    MUMBAI: Coke Zero just pulled off the ultimate disappearing act. On 3 April, Coca-Cola India launched a campaign that literally showed nothing—and yet, everything. Titled ‘Coke Zero Auditions’, the campaign serves up a visual metaphor as crisp as the drink itself: a zero-calorie beverage promoted with zero product.

    Conceived by Ogilvy India under the WPP Open X banner, the campaign takes cues from acting school 101—where aspiring stars mime sipping an imaginary drink during method auditions. But in a meta twist, these mock auditions were the actual ads.

    Actors pretend to sip from invisible cans in a series of raw, unfiltered clips, and the result? A surprisingly effective pitch for Coke Zero’s ‘no calorie, all taste’ promise.

    “Across geographies and generations, Coca-Cola is known for its taste and iconicity and Coke Zero for all the delicious Coke taste with no calories. This campaign leans into the simplicity of a very clever idea to bring the delicious taste of a Coke Zero to life without the usual taglines, direct messaging… without even showing the product!” said Coca-Cola India and southwest Asia VP – marketing, Greishma Singh.

    With no catchy jingle, zero product placement and absolutely no script, the campaign might just be the boldest mic drop in soft drink advertising this year. It’s minimalism with a fizzy punch.

    Ogilvy India CCO Sukesh Nayak added, “We realised that the biggest inspiration lies within the name ‘Coke Zero’. In the spirit of ‘zero’, we designed a campaign that simply and effectively shows the Zero impact that it carries, by not showing the product at all.”

    And the cherry on top? You can sip the campaign—metaphorically—on Youtube and Instagram:

     

     

    In a world where brands yell to be seen, Coke Zero has whispered—and made everyone look.

  • Women of industry band together to form Oon

    Women of industry band together to form Oon

    MUMBAI: A fresh collective of leading women professionals has launched Oon, an integrated marketing communications firm that aims to simultaneously serve clients with top-tier expertise and create a collaborative platform for independent women professionals.

    The brainchild of industry veteran Rekha Rao, who boasts nearly three decades of experience spanning advertising, film production, public relations, and corporate communications, Oon (a dialectal version of “one” in British English) is putting a distinctly feminine spin on the marketing world.

    “Over the years I have seen women navigating multiple challenges to thrive and succeed in the punishing marketing, media, and communications industry,” says Oon founder & chief executive Rao. “This wealth of potential and experience with women who are already successful and those who have immense talent but need the opportunity inspired me to create something unique.”

    The powerhouse network includes a veritable who’s who of female talent—marketers, entrepreneurs, strategists, journalists, content specialists, art directors, filmmakers, and advocates from LGBTQAI+, PwD and sustainability communities. The collective also features digital marketers, influencers, and practising professionals including doctors, lawyers, chartered accountants and academicians—each bringing at least 15 years of experience to the table.

    From design and advertising to PR, content to reputation management, digital marketing to policy advocacy, Oon curates bespoke teams tailored to diverse client needs from their pool of experts. The firm offers solutions across the communications spectrum, with experience spanning global brands, corporate leaders, start-ups, and entrepreneurs.

    Rao, known for her out-of-the-box thinking and penchant for large-scale campaigns that have garnered over 100 awards, envisions Oon as “not just an agency—it’s a movement” representing the “49.75 per cent of the world that is women.”

    The Oon collective includes an impressive roster of specialists, including creative strategist Amee Sanghvi, strategic growth partner Anshul Mishra, award-winning journalist Anusha Subramaniam, and transgender activist Gauri Sawant serving as LGBTQIA+ counsel.
     

    oon collective

    For clients seeking fresh perspective in marketing communications, OON promises a distinctive approach—delivering campaigns that don’t just target audiences but genuinely speak to them, all while advancing opportunities for women in the industry.

    The Oon Collective:
    o Amee Sanghvi- Creative and Design Strategist | Creative Brand Partner, Oon
    o Anshul Mishra- Strategic Growth Partner | Scale-up Specialist | Marketing Counsel @ OON
    o Anusha Subramaniam – Award-winning journalist | Content Consultant | Inclusion Advocate | Strategic Content Counsel @ OON
    o Dipali Sikand – Serial Entrepreneur | Women Empowerment Champion @ OON
    o Gauri Sawant- Transgender Activist | LGBTQIA+ Counsel @ OON
    o Gayatri Ramanathan – Sustainability & ESG storytelling expert
    o Minari Shah- Corporate and Brand Narratives | Building Leaders of the Future | Corporate and C-Suite Reputation Counsel @ OON
    o Nitisha Agrawal, Nitisha Agrawal | Founder & Director, Smokeless Cookstove Foundation | Access to clean energy & climate adaptability for the most marginal communities | Climate Change from the Grassroots Specialist @ OON
    o Pallavi Mutalik Hebbar, Consulting & Risk Advisory,Geopolitics,  AI Counsel @ OON 
    o Renuka Sanghvi, Mental and Emotional Health Counsel @ OON
    o   Roopa Arun, Educationist | Policy | Institution Building | Education Industry Counsel @ OON
    o Sangita Thakur – Founder, Ashtavakra Accessibility Solutions | PwD Counsel and Inclusive Communications Strategist @ OON
    o Sowmya Raman- Organisational Transformation | Change Management Specialist |  Talent and Internal Communications Counsel @ OON
    o Talish Ray, Partner, TRS Law Offices | Policy and Law | Legal Expert @ OON
    o Wei Ling Chiu, Founder & Chief Client Engagement Officer, Be Bold | B2B and Enterprise Technology Counsel @ OON

    The OON Partners:
    o Preeti Juneja, DreamWeb India | Personal Branding Partner, OON
    o  Rachana Chowdhary, Founder & CEO, MediaValueWorks | Partner, OON
    o Smita Uchil, Co-founder, Mavendoer | Digital Partner, OON
    o Wei Ling Chiu, Founder & Chief Client Engagement Officer, Be Bold | B2B and Enterprise Technology Partner @ OON