ITV

Category: Media and Advertising

  • Rajkummar Rao & Patralekha challenge household norms in Vim’s Equal Vows

    Rajkummar Rao & Patralekha challenge household norms in Vim’s Equal Vows

    MUMBAI : Vim’s latest campaign, Equal Vows, takes a fresh look at household equality with film couple Rajkummar Rao and Patralekha Paul Rao. Tackling the age-old divide in domestic chores, the campaign challenges traditional gender roles and encourages couples to share responsibilities as true partners.

    The campaign’s ad film follows a young couple, Isha and Nimit, who host Rajkummar and Patralekha for dinner. When Isha’s mother questions why Nimit is washing dishes, the conversation shifts to the true meaning of partnership in marriage. The film ends with Isha and Nimit pledging to share household duties equally.

    HUL head of home & hygiene Ashwini Rao  said, “Household chores, especially after marriage, often fall disproportionately on women. Through ‘Equal vows,’ we aim to challenge these ingrained perceptions and promote true partnership in relationships.”

    Rajkummar and Patralekha, who embody these values in their own lives, expressed their support for the campaign. “We believe in sharing responsibilities at home Patralekha enjoys cooking, and I do the dishes. It’s a simple yet important way to show mutual respect,” said Rajkummar.

    The campaign extends beyond television and digital platforms, with Vim partnering with Bharat Matrimony to engage soon-to-be-married couples. Celebrities such as Tanvi and Rohan, along with comedian Varun Grover, have also joined the movement, sharing their commitment to equal partnerships.

  • Canon India rolls out I #CANwithCanon campaign empowering positive attitude

    Canon India rolls out I #CANwithCanon campaign empowering positive attitude

    MUMBAI: Canon India has just given storytelling a powerful new lens with the launch of its latest campaign, ‘I #CANwithCanon’, proving that when it comes to real impact, technology isn’t just about pixels and prints—it’s about possibilities. This campaign doesn’t just celebrate Canon’s products; it highlights how its solutions empower individuals, businesses, and communities to achieve the extraordinary. And yes, it’s all based on real-life stories—not just glossy advertisements.

    Canon, which has been a household name in India for nearly three decades, is using this campaign to underscore its role not just as a tech leader, but as a partner in progress for its consumers, businesses, and society. With six compelling videos spanning consumer, SME, enterprise, government, and social sectors, I #CANwithCanon delivers proof that innovation is not just about gadgets—it’s about making lives better.

    Kicking off the campaign, Canon India president & CEO Toshiaki Nomura remarked, “For over two decades, Canon India has been at the heart of countless success stories across the nation. I #CANwithCanon is our tribute to these partnerships and milestones, showcasing how Canon’s solutions have empowered individuals and businesses to unlock their full potential.”

    Adding to this, Canon India senior director- product & communication, C Sukumaran stated, “This campaign brings alive Canon’s philosophy of enabling excellence in business and everyday life. These stories demonstrate how our solutions address real business challenges and creative aspirations.”

    Canon’s technology has turned businesses into powerhouses. Just ask Wee Prints, a major player in digital printing. Before Canon stepped in, their print volume was 1.5 lakh pages—impressive, but not enough. With Canon’s cutting-edge solutions, they’ve now ramped up to 2.5 lakh pages, meeting increasing client demands with ease and efficiency. Their business performance? Sharper than ever.

    Printers and copiers are great, but what’s even better? A trusted partner. That’s what Wheelzy Spot (an authorised JK Tyre dealer) discovered when they sought Canon’s help. More than just technology, they needed efficiency, reliability, and—most importantly—support. Canon delivered all three. With a dedicated service team ensuring smooth operations, Wheelzy Spot’s business is running smoother than a newly paved highway.

    Beyond business, Canon’s skill development & livelihood program is changing lives. Tanu and Karina, two individuals who were once struggling to find stable employment, are now thriving professionals, thanks to Canon’s initiatives. Their stories are a testament to the company’s commitment to real progress and meaningful change.

    Canon India has built its brand not just on its technology, but on its customer-first approach and social commitment. As this campaign rolls out, more real stories of growth, success, and transformation will be unveiled in the coming weeks.

    Because at the heart of every great achievement, there’s someone who once said, “I CAN.”

  • Footprints honours employees with ‘Humans of Footprints’ celebration

    Footprints honours employees with ‘Humans of Footprints’ celebration

    MUMBAI: What makes an organisation truly great? Its people!

    India’s pioneering tech-enabled and AI-assisted preschool and daycare chain, Footprints has launched its ‘Humans of Footprints’ campaign to shine a well-deserved spotlight on the incredible stories of its employees. These are the unsung heroes who have dedicated over seven to eight years of service, shaping little minds while building a nurturing space for early childhood education.

    It’s more than just a campaign—it’s a heartfelt thank you to the people who have made Footprints a trusted name among parents nationwide. Through a series of moving video narratives, employees share their journeys, challenges, and triumphs, offering a rare glimpse into the beating heart of the organisation.

    The first chapter of the campaign introduces Preeti, a beloved member of the Footprints family who has been serving as a didi and cook for over eight years. Her journey is nothing short of inspiring—having faced immense personal struggles, she took a leap of faith to step into the workforce. As a single mother, she made a tough yet empowering choice to work, ensuring a better future for her children. At Footprints, she not only found employment but also a supportive, female-driven environment that made her feel valued, safe, and empowered.

    But Preeti is just the beginning! Every week, Footprints will unveil more stories of grit, passion, and dedication, highlighting the real people who make the brand what it is today.

    For Footprints co-founder & CEO Raj Singhal this campaign is a tribute to the company’s ethos of fostering a community—not just for children, but for its workforce too. “Footprints is not just about shaping young minds; it’s about creating opportunities, empowering individuals, and building a culture of growth and inclusivity. Through this campaign, we want to celebrate the inspiring journeys of our employees and showcase the transformative power of a supportive work environment”, said Singhal.

    The ‘Humans of Footprints’ campaign goes beyond employee recognition; it’s a testament to the brand’s commitment to ensuring every individual—whether a child, a parent, or an employee—feels valued and heard.

    These narratives serve as a reminder that the strongest organisations are built on more than just policies and profits—they thrive on people, passion, and purpose.

  • Liz Clarke joins Fabric as director of sales & business development

    Liz Clarke joins Fabric as director of sales & business development

    MUMBAI: Fabric, the entertainment industry’s powerhouse for data and operations solutions, has shaken up its sales and business development team by appointing Liz Clarke as director of sales and business development, EMEA. With over two decades of experience in media, entertainment, and post-production, Clarke is stepping in to steer Fabric’s growth strategy across the region, ensuring that media companies cut through the operational chaos and tap into new revenue streams with ease.

    Fabric, fresh off its integration with Xytech, continues to redefine media management by consolidating workflows, from quote-to-invoice to project management and content metadata. In other words, it’s taking the industry’s messy backend and tidying it up into one smart, seamless platform. And Clarke, with her extensive expertise, is stepping in at precisely the right moment to help drive that transformation.

    Before joining Fabric, Clarke served as EVP of strategy and development at Bitmax, where she championed business growth initiatives and streamlined workflows across international teams. Her journey has also included a pivotal role as VP of client operations at Mirriad, working with major broadcasters like Channel 4, Channel 5, RTE.ie, TF1, France Télévisions, Prosiebens, and RTL. Having previously held senior positions at Ascent Media, Deluxe, and Prime Focus Group, Clarke is no stranger to building and executing world-class media strategies.

    Fabric CRO Kira Baca expressed enthusiasm for Clarke’s arrival, “We are thrilled to welcome Liz to Fabric. Her impressive industry expertise, incredible reputation, and proven ability to drive business growth align perfectly with our mission to help media companies scale and succeed. Liz’s leadership will be instrumental in expanding our footprint across EMEA, ensuring that more organisations can leverage Fabric’s solutions to meet their content goals.”

    Fabric’s goal is simple but ambitious: unify media operations, streamline data, and help teams worldwide deliver seamless content experiences. The company’s solutions integrate operations and catalogue management, resource scheduling, data enrichment, and AI-powered workflow insights—effectively eliminating operational bottlenecks that have long plagued media companies.

    According to Clarke, the opportunity to be part of this mission was too compelling to pass up. “Fabric is focused on providing solutions that deliver provable value, from simplifying and streamlining operations to maximising content revenue potential globally. I am excited to join the team and bring my experience in business development and sales, along with my understanding of the M&E industry, to drive growth across the EMEA region. I look forward to working with the teams to unlock new opportunities and enhance operational efficiencies with Fabric’s innovative solutions.”

    With global digital ad spending projected to reach $667.6 billion in 2025, the demand for integrated, AI-driven media solutions has never been greater. The media landscape is shifting, and companies must adapt to stay relevant. Fabric’s integrated approach offers a competitive edge by eliminating inefficiencies, optimising workflows, and giving businesses a crystal-clear view of their content pipelines.

    Fabric’s expansion into EMEA comes at a time when media companies are grappling with increasing operational complexity. As advertisers pour more dollars into programmatic and AI-driven content personalisation, Fabric’s solutions provide the agility needed to navigate this rapidly evolving landscape.

    With Clarke leading the charge, expect Fabric to strengthen its presence across Europe, the middle east, and Africa, proving once again that smart, data-driven operations are the future of media management.

  • “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    “AI-powered influencers are reshaping brand engagement” – Vinit Karnik

    MUMBAI: The advertising landscape in India is on the brink of its most transformative year yet. With AI taking over marketing workflows, quick commerce redefining e-commerce, and connected TV (CTV) gaining an unprecedented foothold, brands are scrambling to stay ahead. The latest forecast from GroupM’s TYNY report outlines the trends that will shape 2025, and let’s just say, if you’re not innovating, you’re falling behind.

    AI agents take the wheel

    The machines are here, and they’re not just running ads—they’re planning, activating, and measuring entire campaigns. The rise of sophisticated AI agents will automate scheduling, reporting, and even basic content creation, freeing up human marketers to focus on strategy. By late 2025, expect AI-powered agents to handle customer service, hyper-personalised advertising, real-time campaign optimisation, and even vernacular content creation at scale.

    GroupM south Asia CSO Parthasarathy Mandayam (Maps) stated, “As consumer behaviour grows more complex, marketing measurement is rapidly evolving. With data privacy driving change, traditional analytical models are integrating AI and real-time analytics for better accuracy. Brands are adopting unified measurement frameworks to make smarter decisions. In 2025 we also see a rapid adoption of AI agents, going beyond automation and productivity enhancement to transform areas like customer service, vernacular engagement and real-time campaign optimisation.”

    GroupM south Asia CSO Parthasarathy Mandayam

    Quick commerce rewrites the e-commerce playbook

    E-commerce in India is growing at breakneck speed, and quick commerce (Q-commerce) is its turbocharged engine. The online digital commerce market is projected to touch Rs 167,000 crore by 2028, making up 9-11 per cent of total retail GMV. India’s advertising industry is keeping up, with ad revenue expected to reach Rs 1,64,137 crore in 2025, growing by 7 per cent. Digital media alone will account for 60 per cent of all advertising, an 11.5 per cent jump from last year.

    GroupM India president – data, performance, and digital products, Atique Kazi explained, “The convergence of brand and retail media is rapidly shaping a unified ‘One Commerce’ ecosystem. Marketers are quickly pivoting to connected commerce outlook bridging multi-channel commerce approach and how media investments in one channel influence or cannibalise the other. As quick commerce promises instant delivery and purchase gratification, it has also pushed the marketers and agencies to be quicker, agile, nimble, and war-footed.”

    GroupM India president – data, performance, and digital products, Atique Kazi

    Q-commerce brands are also experimenting with time-based advertising. Morning ads for dairy, late-night campaigns for desserts, and weekend promotions for snacks are becoming the new norm. As for marketing costs? “CPMs on Q-commerce can rival IPL rates,” the report notes, urging brands to negotiate smarter and automate their ad buys.

    CTV’s big leap

    India’s CTV (Connected TV) market is exploding. By 2025, over 65 million households—or 30 per cent of India’s TV viewers—will be watching content via CTV, making it a goldmine for hyper-personalised and programmatic advertising.

    “CTV has got the eyeballs; however, advertising spends haven’t matched the viewership in comparison to the audience reach it holds. Live sports have been an exception. The unlock for 2025 is not to get caught in measurement; blending strategies that are device-agnostic is key,” said Kazi.

    Advertisers are also getting smarter with CTV ads. From leveraging advanced ACR (automatic content recognition) data to hyper-target users based on past viewing habits, to innovating with interactive ad formats, CTV is redefining TV advertising. However, measurement remains a pain point. “A dual measurement approach is necessary until we get a unified industry standard,” experts suggest.

    Data privacy

    With India’s Digital Personal Data Protection Act coming into play, data clean rooms are becoming indispensable. These secure environments allow brands to collaborate on audience insights without directly sharing data. By integrating tools like Google’s audience data hub and Amazon marketing cloud, brands can now measure campaign effectiveness while keeping consumer privacy intact. Digital is expected to drive 60 per cent of India’s ad growth in 2025, accounting for Rs 10,225 crore of incremental advertising.

    GroupM Nexus president Priti Murthy highlighted, “With the rise of data clean rooms, marketers are now unlocking deeper audience insights while maintaining consumer trust—transforming data collaboration in a way we’ve never seen before. From enriched audience data and targeting to advanced analytics opportunities, we see DCR transforming marketing.”

    GroupM Nexus president Priti Murthy

    AI disrupts search

    Google searches as we know them are changing, thanks to generative AI. Instead of clicking through multiple links, users are getting AI-generated answers directly in search results. This is a game-changer for SEO, forcing brands to focus on structured content, semantic SEO, and featured snippets to stay visible.

    “Performance marketing will no longer be about driving clicks but about owning conversations, influencing AI-driven content discovery, and ensuring brands remain top of mind in a world where traditional SEO is being rewritten,” added Murthy.

    Influencers, but make them AI

    The influencer marketing game is getting a digital facelift. AI-powered influencers are gaining traction, offering consistent brand messaging, 24/7 availability, and endless scalability. Unlike human influencers, they don’t age, don’t demand higher pay, and don’t get involved in scandals (at least not yet).

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik noted, “The rise of AI-powered influencers is revolutionising how brands engage with audiences, blending technology and creativity to drive authentic, scalable interactions. As India’s 750 million smartphone users consume more immersive content, AR-driven campaigns are already delivering up to three times higher conversions for brands.”

    GroupM south Asia head of sports, esports, and live entertainment, Vinit Karnik

    With these seismic shifts in advertising, brands must embrace AI, double down on data privacy, and rethink their media strategies. The future belongs to those who can balance automation with creativity, scale personalisation without breaching privacy, and engage consumers across multiple channels.  

  • India’s ad spend set to hit Rs 1.64 trillion in 2025, growing by 7 per cent

    India’s ad spend set to hit Rs 1.64 trillion in 2025, growing by 7 per cent

    MUMBAI: India’s advertising industry isn’t just growing; it’s strutting down the marketing runway like a star-studded campaign launch. The media investment giant under WPP, GroupM has unveiled its latest This Year, Next Year (TYNY) report, forecasting a seven per cent boost in India’s ad market, pumping total spend up to Rs 1,64,137 crore in 2025. That’s a jaw-dropping Rs 10,730 crore more—now that’s what we call an ROI worth bragging about!

    Digital is the undisputed king, now commanding a hefty 60 per cent of ad revenues. As brands compete for attention, they are diving deep into AI-driven marketing, immersive content, and hyper-personalised engagement to stay ahead.

    GroupM south Asia CEO Prasanth Kumar stated, “India is at the forefront of a marketing revolution driven by AI and data privacy. As global ad spend surpasses $1 trillion, India emerges as a top 4 growth market, with digital now accounting for over 60 per cent of ad spend. With a shift to personalised engagement, commerce-driven marketing, and responsible innovation, mixed reality and immersive tech fuel experiential content. While TV remains vital, AI agents are transforming customer interactions, and emerging formats like programmatic CTV and AI-driven retail media are redefining brand-audience connections. All of this positions India for unprecedented innovation and impact in the modern marketing era.”

    TV and digital together are the powerhouses of India’s ad industry, contributing a colossal 86 per cent of total ad spend. Streaming TV is no longer an afterthought either, now making up 12.6 per cent of total TV ad revenue.

    “India’s advertising ecosystem is being reshaped by digital dominance and shifting consumer behaviours,” said GroupM COO Ashwin Padmanabhan. “Key sectors like SMEs, real estate, education, BFSI, and tech/telco—contributing 60 per cent of total advertising—are set to grow at around 10 per cent, further accelerating market expansion. Additionally, rising investments from EVs, fintech, and gaming are fuelling the market’s momentum.”

    Despite economic fluctuations across the globe, India’s GDP is projected to expand by 6.5 per cent in 2025, keeping its advertising sector resilient and strong. GroupM head of business intelligence Parveen Sheik highlighted, “With India’s GDP projected to grow by 6.5 per cent in 2025, its advertising market remains strong, ranking 9th globally. Digital ad spend is now close to Rs 1 lakh crore, driven by AI, commerce, retail media, and hyper-personalisation marketing. As the economy grows, brands must embrace agility, data intelligence, and sustainable strategies to maximise impact in this dynamic landscape.”

    Trends shaping 2025: What’s hot in advertising?

    GroupM’s TYNY report reveals a host of transformative trends set to redefine India’s advertising scene in 2025. Here’s what brands should keep an eye on:

    ●   AI agents take over: Marketing campaigns are being revolutionised with AI-driven customer interactions.

    ●   Immersive experiences explode: Mixed reality, immersive tech, and smartphones are fuelling India’s surge in experiential content.

    ●   Privacy takes centre stage: Data clean rooms are shaping India’s privacy-first marketing landscape.

    ●   Retail media booms: Omnichannel strategies are redefining India’s e-commerce future.

    ●   Quick commerce accelerates: The e-commerce sector is shifting gears with lightning-fast commerce solutions.

    ●   Generative AI rules search: Traditional search and SEO are evolving as AI takes the lead.

    ●   AI influencers rise: Forget traditional celebrities; AI-driven brand storytelling is taking centre stage.

    ●   Chief prompt officers arrive: India’s content marketers are leading a global transformation in AI-driven campaigns.

    ●   CTV goes big: Streaming TV’s rise is ushering in an era of hyper-personalisation and programmatic ads.

    ●   Data privacy & AI converge: New integrated measurement frameworks are addressing fragmentation and privacy concerns.

    With AI shaping every facet of marketing, India’s advertising industry is on an unstoppable trajectory—like a viral ad campaign that refuses to be skipped. Brands that embrace this digital-first, AI-powered landscape will thrive, riding the Rs 1.64 trillion wave of opportunity. Those that don’t? Well, they’ll be the advertising equivalent of a banner ad—ignored, blocked, and eventually forgotten. 

  • Rohit Raikwar roped in as GM -Paytm Ads

    Rohit Raikwar roped in as GM -Paytm Ads

    MUMBAI: Rohit Raikwar has been appointed as general manager at Paytm Ads. He moves from Disney+ Hotstar where he was agency lead.

    In his new role at Paytm, Raikwar will be based in Mumbai. He brings over 15 years of experience in digital advertising sales and revenue generation across leading media companies.

    Prior to Disney+ Hotstar, Raikwar held senior positions at Times Internet, ESPN, Network18 (Moneycontrol), Sify Technologies and India Today Group Digital. He is an MBA in marketing and advertising from IBS Bangalore.

     

  • Narendra Modi logs into AI future at Paris summit with Macron

    Narendra Modi logs into AI future at Paris summit with Macron

    MUMBAI: India’s tech diplomacy got a high-tech twist as prime minister Narendra Modi landed in Paris to co-chair the artificial intelligence (AI) Summit alongside French president Emmanuel Macron. The summit, a hotspot for world leaders, tech moguls, and policy architects, is tackling the biggest brain-busting questions around AI and how to harness its potential while keeping the digital genie from wreaking havoc.

    With AI rapidly reshaping industries from healthcare to defence, Modi’s presence at the summit signals India’s growing role in global tech governance. The discussions are expected to focus on ethical AI development, regulatory frameworks, and ensuring the technology doesn’t widen economic and social gaps. Amid growing concerns over deepfakes, job disruptions, and data privacy, the summit aims to establish a blueprint for responsible AI innovation.

    Beyond the tech talk, Modi and Macron are set to discuss India-France collaborations across aerospace, defence, and energy sectors. With joint ventures already in the works from Rafale jets to nuclear reactors the visit is expected to reinforce the strategic ties between the two nations.

    As AI continues to reshape the world at breakneck speed, the Paris summit is more than just a meeting of minds; it’s a race to ensure that intelligence, artificial or otherwise, serves humanity rather than outpaces it.

  • AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign

    AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign

    MUMBAI- As millions gather for spiritual renewal at Maha Kumbh 2025, another powerful message is flowing alongside the sacred rivers’ financial literacy. The Association of Mutual Funds in India (AMFI), in collaboration with Laqshya Media Group, has launched a high-impact out-of-home (OOH) campaign to bring its ‘Mutual Funds Sahi Hai’ message to over 40 crore attendees.

    Leading the campaign is the fully branded Ganga Gomti Express, a train that connects Prayagraj and Lucknow, turning daily commutes into a moving billboard for mutual funds. At Varanasi Airport, AMFI’s branding dominates departure halls, boarding gates, and arrival exits, ensuring high visibility among domestic and international travellers. Along major pilgrimage routes, billboards at Lahurabeer Crossing, Pandeypur Flyover, and Lohta Highway reinforce the message, integrating financial awareness with the event’s cultural and spiritual essence.

    AMFI chairman Navneet Munot, stated, “Maha Kumbh is a confluence of tradition and spirituality, much like mutual funds represent the confluence of faith and discipline in financial planning. Through this campaign, we aim to empower individuals with financial literacy, helping them understand the long-term benefits of investing.”

    AMFI chief executive Venkat N Chalasani said, “Our goal is to make financial planning as accessible and relatable as possible. Through culturally relevant messaging and strategic activations, we want to inspire people to take charge of their financial future.”

    Laqshya Media Limited COO Amarjeet Hudda said, “We’ve deployed a mix of static and mobile OOH formats at key transit points and city landmarks, ensuring AMFI’s message seamlessly integrates with the Maha Kumbh experience. This is not just branding—it’s about meaningful engagement.”

    By blending storytelling with strategic media placement, AMFI is setting a new benchmark in experiential OOH marketing. With the Maha Kumbh drawing millions seeking enlightenment, this campaign ensures that attendees leave not just with spiritual fulfilment, but also with practical financial insights to shape a more secure future.