ITV

Category: Media and Advertising

  • Krafton & Moloco shake up gaming ads with CTV blitz for Cookierun India

    Krafton & Moloco shake up gaming ads with CTV blitz for Cookierun India

    MUMBAI: For years, mobile gaming ads have tried to hook users through endless pop-ups, flashy in-app banners, and intrusive five-second videos that you just can’t skip. But Krafton and Moloco had a different game plan—Connected TV (CTV) advertising. And judging by the numbers, they just cracked the next big marketing play.

    Krafton, the publisher behind Pubg: Battlegrounds and Battlegrounds Mobile India (BGMI), went all-in on CTV ads via LG channels to launch Cookierun India, a localised version of Devsisters’ globally popular Cookierun series. Why? Because while mobile ads target app users, CTV taps into a much bigger screen with an audience that’s notoriously hard to reach. And as it turns out, when you see a fast-paced, sugar-fueled game running on your TV, you’re far more likely to download it.

    Krafton realised that while traditional TV commercials (TVCs) build brand awareness, they lack precise performance measurement. Enter Moloco’s CTV ads, which not only put Cookierun India in front of TV audiences but also let Krafton track how many users installed the game after seeing the ad.

    By integrating Moloco’s CTV platform with LG Channels, a free ad-supported streaming TV (FAST) service, the campaign strategically placed ads on major Indian channels like NDTV and India TV. That meant Cookierun India wasn’t just reaching gamers—it was reaching families, casual viewers, and people who never considered downloading a mobile game before.

    The results? CTV didn’t just work—it outperformed expectations:

    ●    22 per cent of users acquired through Moloco’s mobile app campaigns were also exposed to CTV ads—and these users showed two times higher D1 retention than those who only saw mobile ads.

    ●    14 per cent of CTV viewers were entirely new users, proving that smart TV ads bring in fresh audiences.

    ●    Users acquired through CTV ads had 20 per cent higher D1 retention and 37 per cent higher D7 retention than those from mobile-only campaigns.

    Retention in mobile gaming is the holy grail, and CTV just schooled mobile ads in keeping users engaged.

    Krafton head of the India performance marketing team Sangbum Kim summed it up, “Moloco’s CTV advertising maximises campaign efficiency through a data-driven approach and differentiates itself from traditional TV advertising by enabling performance measurement. The users acquired through the CTV campaign have shown high retention, proving its potential as a new and effective marketing channel. We expect it to have a positive impact on our future campaign strategies.”

    Moloco Korea country manager JaeKyun Ahn added, “This collaboration has demonstrated that CTV advertising is an effective way to reach TV audiences that are difficult to access through mobile app ads, while also enabling advertisers to accurately measure performance. By leveraging CTV channels alongside mobile app campaigns, advertisers can further expand their reach, and this can also serve as a key marketing strategy to acquire high-value users, especially when launching new games.”

    With CTV proving its worth, expect more game publishers to take their campaigns beyond mobile screens. Krafton and Moloco’s partnership just set a new standard for game launches in India.

  • NP Digital India ropes in Venkata Gavaskar Dontha from iProspect India

    NP Digital India ropes in Venkata Gavaskar Dontha from iProspect India

    MUMBAI: The performance-driven digital marketing agency, NP Digital India, has welcomed Venkata Gavaskar Dontha as its new head of digital operations. Armed with over 17 years of expertise in performance marketing, SEO, social media, and analytics, he’s stepping in to lead client growth, revenue expansion, and the next wave of digital innovation tailored for the Indian market.

    Venkata joins NP Digital India from iProspect India, where he helmed the performance practice, driving cross-functional teams to award-winning success. His strategic vision helped the agency bag prestigious Agency of the Year titles, cementing his status as a digital marketing trailblazer. Now, at NP Digital India, he’s all set to shake things up.

    The appointment of Venkata is part of NP Digital India’s aggressive growth strategy. Over the past few months, the company has strategically onboarded two senior leaders, reinforcing its commitment to expanding global digital solutions in India.

    “We are thrilled to welcome Venkata to our leadership team. His remarkable expertise will be key to our strategy of integrating technology-driven digital services and SEO, enabling us to deliver global products in the Indian market. In fact, over the last couple of months, we have strategically onboarded two leadership positions to strengthen our executive team and accelerate our growth. This is just the beginning of a transformative phase for NP Digital India,” said NP Digital India CEO & co-founder Prady.

    Venkata, too, is ready to hit the ground running. “I have always admired the digital marketing insights of Neil Patel. Now, joining NP Digital India gives me a unique opportunity to both learn and apply my existing experience within a company that embodies an innovative, ahead-of-the-curve approach. I’m excited to transform digital challenges into creative, performance-driven solutions for our clients,” he said.

    NP Digital India is on a mission to dominate the digital marketing space, and bringing in leaders like Venkata only strengthens its commitment to innovation and client success. With his expertise, the company aims to drive operational excellence, expand revenue streams, and continue leading the charge in digital marketing’s technological evolution.

  • Akshay Gurnani steps down as Schbang CEO, gears up for next big leap

    Akshay Gurnani steps down as Schbang CEO, gears up for next big leap

    MUMBAI: For most, Mondays mean emails, meetings, and caffeine-fuelled survival. But for Akshay Gurnani, this Monday was different-it marked the end of a decade-long journey as co-founder & CEO of Schbang and the beginning of a brand-new adventure.

    “Ten years. A whole decade. A long time, yet in the larger picture of life, just a small fraction,” reflects Gurnani. “And yet, these 10 years have been nothing short of transformative.”

    Gurnani co-founded Schbang at just 25 years old, fuelled by the ambition to build something from the ground up. Along with his fellow co-founders, he set out to redefine the marketing landscape and provide cutting-edge solutions to clients. Under his leadership, Schbang scaled to a 1,100+ member team across Mumbai, Bangalore, Delhi, London, and Amsterdam, servicing over 200 brands globally. His relentless commitment propelled the agency to become one of the most sought-after creative powerhouses in the industry.

    From the boardroom to the brainstorming room, Gurnani’s leadership has been marked by resilience, innovation, and the sheer audacity to push creative boundaries. Schbang executed award-winning campaigns for Pidilite, Perfetti, Godrej Consumer Products, Tata Consumer, L’Oréal Group, Finolex Pipes, Ashok Leyland, Crompton, Castrol, Baskin Robbins, Philips, and more. Beyond building a successful agency, he fostered a community—mentors, teammates, industry peers, and clients who became friends.

    “More than anything, Schbang has been about the people, the culture. The teammates who turned into family. The mentors I looked up to. The clients who became partners (many now good friends) and believed in us. Each one of you has left a mark, and for that, I am eternally grateful.”

    While one chapter closes, another unfolds. Gurnani isn’t slowing down—he’s simply switching lanes. His next phase will focus on business transformation, mentoring startups, investing in game-changing ideas, and empowering young students. He aims to help brands and agencies on a hyper-growth trajectory in India and the UAE, leveraging his expertise in digital marketing, AI, media, and technology.

    “As business landscapes evolve and consumer behaviours shift, client needs are changing rapidly. My focus is on eliminating redundancies and prioritising services that deliver business value,” he shares. “Digital transformation isn’t just about technology—it requires a deep understanding of a client’s business and a partnership-driven approach to drive meaningful change.”

    Having worked with Fortune 500 brands, Gurnani has developed a keen eye for identifying inflection points where inefficiencies arise. His goal is to go beyond vanity metrics, dive deeper into digital transformation, and help brands achieve sharper outcomes powered by the right human resources, media, and technology.

    During his time at Schbang, Gurnani was also recognised with numerous 30 Under 30 awards and named among India’s Top 50 Content Marketing Professionals.

    “It’s not a goodbye, it’s just a shift in gears because if there’s one thing I’ve learned over the last 10 years, it’s that new ideas, new journeys, and new beginnings are always around the corner.”

    Schbang may have started as a bold idea, but its legacy continues. And so does Gurnani’s next great adventure.

  • D’Decor home fabrics appoints Debajit Kundu as vice president

    D’Decor home fabrics appoints Debajit Kundu as vice president

    Mumbai: D’Decor home fabrics has appointed Debajit Kundu as vice president, bringing extensive expertise in textile manufacturing and operational excellence.

    With a strong background in weaving and fabric production, Kundu is expected to drive growth and innovation in the home textiles sector. He previously held many roles at Vardhman Textiles, Indocount Industries, and Hanung Toys & Textiles, where he played a key role in optimising manufacturing processes.

    An accomplished textile engineer, Kundu’s industry experience positions him to enhance D’Decor’s operational efficiency and product quality.

    Before joining D’Decor home fabrics in February 2025, he served as vice president at Vardhman Textiles for over seven years, overseeing operations in Baddi, Himachal Pradesh. Prior to that, he was DGM (weaving) at Indocount Industries Ltd. in Kolhapur for more than five years, where he played a crucial role in optimising weaving processes. He also worked as AGM (weaving) at Hanung Toys & Textiles in Roorkee and gained international experience as general manager (technical) at Jamuna Denims Ltd. in Bangladesh, where he was responsible for the overall technical management of the denim fabric unit.

    With a strong foundation in textile engineering, Kundu’s expertise in weaving and fabric production is expected to drive D’Decor’s growth, operational efficiency, and product innovation in the home textiles sector.

  • Bata laces up for growth with Amit Aggarwal as CFO & whole-time director

    Bata laces up for growth with Amit Aggarwal as CFO & whole-time director

    MUMBAI: Bata India is tightening its financial game with the appointment of Amit Aggarwal as its Whole-Time director and chief financial officer. Armed with over two decades of experience in financial management, business strategy, and digital transformation, Aggarwal brings a wealth of expertise from leadership stints at Sugar Cosmetics, Marico, Nestlé India, and PwC.

    A chartered accountant with an advanced management certification from IIM Kolkata, Aggarwal has built a career on driving profitability, risk mitigation, and governance. His tenure as CFO at Sugar Cosmetics saw him navigating a fast-growing D2C brand, while his time at Marico and Nestlé honed his skills in financial strategy and process optimisation.

    Bata India, a household name in footwear, is expected to benefit from Aggarwal’s deep understanding of consumer-driven businesses. With a focus on accelerating growth, enhancing financial efficiencies, and leveraging digital innovation, his leadership marks a significant step in the company’s strategic evolution.

  • Sudeep Subash named CEO of Big Bang Social

    Sudeep Subash named CEO of Big Bang Social

    MUMBAI: The creator economy in India has a new captain, and he’s no stranger to the high seas of digital marketing. Sudeep Subash has been appointed as the CEO of Big Bang Social, the country’s leading creator economy platform. But wait, there’s more! He will also continue steering the revenue juggernaut at Collective Artists Network as its chief revenue officer. That’s right—two titles, one powerhouse leader, and a whole lot of responsibility. No pressure, Sudeep!

    Collective Artists Network, the mothership behind Big Bang Social, made the announcement on 3 March 2024, marking a significant leadership move in the world of influencer marketing and content-driven commerce. Known for his razor-sharp revenue strategies and uncanny ability to make brand-creator collaborations flourish, Subash is all set to shake things up in a market that is already buzzing with potential.

    “Sudeep is one of those rare leaders who invests deeply in his teams,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “His knack for scaling businesses, igniting innovation, and fostering collaboration makes him the perfect candidate to propel Big Bang Social to new heights. As brands and advertisers increasingly turn to creators for meaningful collaborations, his vision will be key in expanding our influence and unlocking fresh opportunities in the creator economy.”

    With a track record that speaks for itself, Subash isn’t just taking on this role for the business cards (though, let’s be honest, having two fancy job titles is a flex). He’s here to supercharge Big Bang Social’s growth by driving data-backed strategies, deepening brand partnerships, and delivering breakthrough influencer campaigns.

    “I am excited to take on this new challenge and further build on the incredible foundation of Big Bang Social,” said Subash, now Big Bang Social CEO and Collective Artists Network CRO. “We are at a pivotal moment where content, culture, and commerce are converging like never before. I look forward to working with our teams, creators, and brand partners to drive meaningful growth and shape the future of this dynamic ecosystem.”

    Under Subash’s leadership, Big Bang Social is expected to amplify its impact by fine-tuning brand-creator collaborations, harnessing data-driven insights, and crafting innovative campaigns that define the next frontier of influencer marketing. The Indian creator economy is growing at an explosive pace, and with Subash at the helm, it looks like things are about to get even bigger.

  • Prashant Vyas joins Socheers as head of people growth & culture

    Prashant Vyas joins Socheers as head of people growth & culture

    Mumbai: Socheers has appointed Prashant Vyas as its new head of people growth & culture, bringing extensive expertise in human resources, talent management, and employee engagement. With over a decade of experience, he has been instrumental in shaping workplace cultures and implementing people-centric policies across many organisations.

    Before joining Socheers, Vyas led HR functions at The Minimalist, Famous Innovations, Wunderman Thompson South Asia, and Hungama Digital Services, driving talent acquisition, workforce planning, and employee engagement.

    Holding a master’s degree in human resources research & development from K J Somaiya Institute of Management, he combines academic insight with industry experience to foster a thriving work environment. At Socheers, he will focus on aligning HR strategies with business objectives, enhancing employee well-being, and promoting a culture of innovation and inclusivity. 

  • GCPL Indonesia CEO Rajesh Sethuraman takes on additional role as global business transformation & IT head

    GCPL Indonesia CEO Rajesh Sethuraman takes on additional role as global business transformation & IT head

    MUMBAI: Some executives climb the corporate ladder-Rajesh Sethuraman seems to be sprinting up it. The CEO of Godrej Consumer Products Limited (GCPL) Indonesia has now added another powerful title to his arsenal: Global business transformation and IT head. It’s a double act that promises to steer the multinational consumer goods giant into its next phase of innovation and digital excellence.

    Announcing his expanded role on Linkedin, Sethuraman shared, “I’m happy to share that besides being CEO Indonesia, I also take on the additional responsibility of global business transformation and IT head at Godrej Consumer Products Limited!”

    Sethuraman’s career reads like a corporate action thriller—each role a new challenge, each promotion another power move. He kicked off his career at Heinz India Limited, spent years crafting brand strategies at Hindustan Unilever, and honed his leadership across multiple continents at Unilever south Africa and Unilever Africa. From shaping Africa’s laundry strategy to spearheading homecare divisions, his trajectory was marked by sharp decision-making and market disruption.

    At Hindustan Unilever, he orchestrated large-scale integrated operations, rewiring business processes for a superior customer experience. Then came his Indonesian chapter at Godrej, where he transformed the entity into a formidable FMCG force.

    Godrej Consumer Products has consistently positioned itself at the forefront of consumer goods innovation. With Sethuraman’s expanded leadership, the brand signals a stronger commitment to efficiency, digital transformation, and unlocking new opportunities across international markets.

    Now, with his added global responsibilities, he’s not just leading—he’s redefining the future of business transformation and IT for GCPL. With this expanded mandate, Sethuraman is expected to merge operational efficiency with tech-driven transformation, pioneering innovations that don’t just boost the bottom line but reshape the industry’s playing field.

  • Anymind Group unlocks premium Youtube ads, boosting creator earnings

    Anymind Group unlocks premium Youtube ads, boosting creator earnings

    MUMBAI: If there’s one thing advertisers crave, it’s control. And if there’s one thing content creators love, it’s higher earnings. Enter Anymind Group’s latest power move—becoming a Youtube Partner Sales program partner. The announcement today opens up a lucrative advertising frontier, offering brands premium reserved ad inventory across Anymind’s network of Youtube creators.

    Through the Anymind Youtube Reserved Ads program, advertisers can now secure pre-roll, mid-roll, and post-roll ad placements on content from affiliated creators. This means programmatic guaranteed ad buys and ‘100 per cent share of voice reservations’, where a single advertiser monopolises all ad placements on a creator’s video views.

    Unlike auctioned inventory on Display & Video 360, these reservations offer higher priority, ensuring advertisers gain deeper access to premium, high-impact placements. Anymind’s robust local networks—including web and app publishers—alongside its expansive creator partnerships, create an unparalleled advertising ecosystem.

    It’s not just advertisers getting a sweet deal. Affiliated creators benefit from increased earnings as Anymind and Google unlock a greater share of reserved advertising. This means creators can supplement their traditional Adsense revenue with more premium advertisers and higher-demand placements.

    To make life even easier for advertisers, Anymind is launching interest-specific advertising packages across entertainment, sports, lifestyle, and news. This move provides greater targeting precision, ensuring ads reach the right audience at the right time.

    Whether a creator has a niche following or a subscriber base in the tens of millions, Anymind’s approach enhances advertising efficiency while delivering valuable insights to brands looking to engage hyper-relevant audiences.

    Anymind isn’t stopping with Youtube. Online publishers using Anymanager now have a new AI-driven revenue stream. A recently launched feature enables publishers to auto-generate short-form videos from published articles, further expanding their monetisation options.

    “True to our philosophy of ‘Growth for Everyone’, this program undoubtedly benefits our advertisers, creators and even publishers by unlocking more powerful outcomes through collaboration with us. Due to our unique business model, we’re one of the few companies that can provide deep accessibility into the advertising ecosystem,” said Anymind Group MD – creator growth Punsak Limvatanayingyong.

    Adding to this, Anymind Group India/MENA MD and performance business, Siddharth Kelkar stated, “This partnership comes at a right time as we have recently launched a new feature on AnyManager that enables publishers to automatically create short-form videos from published articles with the use of AI. As part of our growth plans this year, we can now provide direct access to a larger scale of video ad inventory across APAC and the Middle East to our clients, including our partnered creators on Youtube.”

    As of November 2024, Anymind Group collaborates with over 2,700 creators and 1,700 online publishers across APAC and globally. With this latest initiative, advertisers, creators, and publishers alike are set to benefit from a smarter, more efficient advertising ecosystem.