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  • iCubesWire ropes in Shashank B. V. to lead influencer content sales in the South

    iCubesWire ropes in Shashank B. V. to lead influencer content sales in the South

    MUMBAI: iCubesWire has brought back a familiar face to fuel its southern ambitions. Shashank B. V. has been appointed business director – sales (South) to lead content sales for influencer marketing, with a laser focus on hyperlocal, creator-first storytelling that delivers both scale and substance.

    Shashank, a digital veteran with over 20 years of experience, is no stranger to iCubesWire. His previous stint as group head, South, saw him lay the groundwork for the company’s growth in the region. Now, with influencer marketing entering a high-stakes era of ROI and relevance, Shashank’s brief is clear — connect brands with communities, not just clicks.

    From past leadership roles at Hungama Digital Services, Times Internet, and Tyroo Media, he brings a sharp understanding of branded content and digital sales, with a network that straddles both blue-chip advertisers and fast-rising D2C disruptors.

    Reporting to Nishant Sharma, co-founder and chief business officer at iCubesWire, Shashank will drive native integrations, performance-led influencer strategy, and multilingual content monetisation, all part of the agency’s aggressive push into the southern market.

    As brands double down on creator commerce and culturally-rooted campaigns, iCubesWire is positioning itself as the go-to MarTech ally for brands looking to translate influence into impact and Shashank is back at the helm to make sure the story sticks.

  • Samsung Ads and Kantar reveal sharp uptick in purchase intent from big-screen ads

    Samsung Ads and Kantar reveal sharp uptick in purchase intent from big-screen ads

    MUMBAI: Samsung Ads, in partnership with Kantar, has unveiled a revealing new white paper titled ‘Beyond Awareness’, which lays bare the rising clout of Connected TV (CTV) as a performance-driven advertising channel.

    The study, based on over 100 brand lift studies across Samsung Smart TVs, shows that Gen Z viewers, often written off as ad-averse, are in fact proving to be highly engaged and responsive on the big screen. In fact, brand favorability jumped by 9.1 per cent, while purchase intent surged by 8.5 per cent among 18–24-year-olds exposed to ads on CTV.

    The findings challenge long-held assumptions about upper-funnel fluff, revealing that CTV is driving real business impact across the funnel from awareness to action.

    Sharing her insights, Samsung Ads India head, insights and client solutions, Bhavna Saincher said, “The ‘Beyond Awareness’ study emphasises the growing importance of Connected TVs as a pivotal touch point for driving awareness and consideration, all while amplifying visibility and generating positive outcomes for brands engaging with their audience on the big screen. I am confident that the high engagement of the Gen Z signals a major opportunity for brands seeking impact with a digitally-native, decision-ready audience.”

    Among the standout stats:

    . 7.9 per cent average uplift in consideration across verticals from auto to apparel, tech to home solutions.

    . Twice the impact when audiences are reached four or more times, making a strong case for strategic frequency.

    . Strong performance across age groups from Gen Z to the 35+ bracket – confirming CTV’s broad appeal.

    With CTV ad engagement soaring and ROI metrics now in full view, Samsung and Kantar’s report doesn’t just hint at the future of TV advertising, it spells it out: performance lives on the big screen.

     

  • Bipasha, Sania and Ravi Kishan front Protinex’s new campaign

    Bipasha, Sania and Ravi Kishan front Protinex’s new campaign

    MUMBAI: In a fresh digital blitz, Danone India’s nutrition heavyweight Protinex has enlisted a trio of household names — Bipasha Basu, Sania Mirza, and Ravi Kishan, to spotlight one of India’s quietest health crises: the daily protein gap.

    With over 70 per cent of Indian adults failing to meet their protein needs and 90 per cent unaware of it, Protinex’s latest campaign cuts through the noise with slice-of-life moments that hit close to home. From Bipasha balancing shoots and wellness, to Sania navigating motherhood with self-care, and Ravi Kishan sounding the alarm on counterfeit nutrition, each narrative champions authentic, informed choices in a world buzzing with quick fixes.

    Wrapped in relatable storytelling and by the brand’s 65-year-old legacy, the campaign nudges Indians to stop sleepwalking through their diets and start reading the fine print, especially when it comes to protein.

    More than just a star-powered health plug, the campaign aligns with Danone’s global mission to democratise health through food. With a sharp focus on authenticity, accessibility, and awareness, Protinex is doubling down on its promise to make protein-packed living an everyday, no-fuss habit across Indian households.

    Because when it comes to health, shortcuts don’t cut it and protein isn’t optional, it’s essential.

  • Aisle unlocks free premium features for women

    Aisle unlocks free premium features for women

    MUMBAI: Swiping just got a little more serious (and a lot more empowering) for women on Aisle, India’s dating app built for meaningful relationships. The platform has rolled out free access to its premium features for all verified women users this July, a bold move to encourage safer, more intentional matchmaking in a space too often dominated by casual swipes.

    As part of the ‘Free Premium for Women’ initiative, women across India and the NRI diaspora will enjoy key paid features such as ‘See Who Likes You’, unlimited likes, daily comment privileges, and advanced lifestyle filters for free, post verification.

    This isn’t your average dating freebie. The goal is to give women more control in a world where online dating still has its share of red flags. By offering premium access and putting safety and intent first, the platform aims to foster deeper, more compatible connections and let women make the first move with confidence.

    “With this offering, we’re making it easier for members to access meaningful connections without the usual barriers,” said Aisle head, Chandni Gaglani. “Our members deserve digital spaces that are safe, respectful, and aligned with their intentions. This initiative not only empowers women in India to explore meaningful connections with confidence in a secure environment but also benefits our male members by offering access to highly verified profiles, enhancing the overall experience for those seeking serious relationships.”

    Designed as an antidote to hookup culture, Aisle continues to carve out a distinct space for itself where intent meets impact, and love doesn’t come with a subscription fee (at least for now).

     

  • VIP gets a Multiples makeover as Piramal family packs up stake

    VIP gets a Multiples makeover as Piramal family packs up stake

    MUMBAI: After decades at the top of the luggage chain, VIP Industries is zipping into a new era. In a strategic shake-up that marks the end of an era and the start of a fresh chapter, the Piramal family has signed a definitive agreement to offload up to 32 per cent of its stake in VIP Industries to a consortium led by Multiples Private Equity. The deal will see control of Asia’s largest luggage maker shift to the new investors, triggering a mandatory open offer worth a whopping Rs 1,437.78 crore for an additional 26 per cent stake at Rs 388 per share.

    While the sale hands over the reins, it’s not a full goodbye, the Piramal family will remain shareholders, with Dilip Piramal stepping into the role of chairman emeritus. “This is a pivotal moment for VIP. With Multiples stepping in, we’re setting the wheels in motion to reclaim our leadership in the Indian luggage market,” said Piramal.

    Multiples, known for backing big-name disruptors like Delhivery, Licious, and Dream Sports, now adds another heavyweight to its portfolio. “We see enormous potential in VIP’s legacy and brand value,” said Multiples founder and CEO Renuka Ramnath. “This is not just a transaction, it’s a transformation play.”

    As per the open offer filing, Multiples and co-investors including Samvibhag Securities, Mithun and Siddhartha Sacheti, will collectively acquire up to 4.54 crore shares, translating to a 31.89 per cent stake. If fully subscribed, the open offer alone could cost them over Rs 1,437 crore in cash.

    The deal values VIP Industries at more than Rs 5,500 crore and includes a shareholder agreement that allows Multiples to take over management control. It is subject to approval from the Competition Commission of India and will be executed in line with SEBI’s takeover code. Legal advisors on the deal include AZB & Partners for the Piramal family, and Khaitan & Co for Multiples.

    Founded in 1971, VIP Industries has sold over 100 million pieces of luggage and commands a presence in 45 countries. Its brands VIP, Skybags, Carlton, Aristocrat, and Caprese are household names. But the past few years haven’t been baggage-free, with stiff competition and changing travel habits weighing down growth.

    This strategic sale could help VIP travel light again. With Multiples now in the driving seat and a fresh burst of private equity fuel, the legacy brand is gearing up for its next long-haul flight.

  • Aviva launches savings plus life cover plan for rural and small-town India

    Aviva launches savings plus life cover plan for rural and small-town India

     MUMBAI: In a world where aspirations are rising faster than premiums, Aviva India is scripting a small-town success story with its latest insurance offering. Aviva India has launched Aviva Bharat Bal Vikas Yojana, a life insurance savings plan tailored for families in India’s rural and semi-urban markets. With premiums starting at just Rs 1,000 per month, the plan aims to provide both financial protection and a secure path to children’s dreams whether that’s a college degree, a vocational course, or a business of their own.

    Designed with flexibility and simplicity in mind, the non-linked, non-participating policy offers guaranteed maturity benefits and life cover. The entry age starts at 3 years, extending up to 50, with terms ranging from 12 to 30 years. Policyholders can pay premiums monthly, quarterly, half-yearly or annually, making it adaptable for diverse household budgets. The maturity age goes up to 80 years.

    If the life insured passes away during the term, the nominee receives the highest of:

    . The Death Sum Assured

    . The surrender value (either Guaranteed or Special Surrender Value)

    . A minimum of 105 per cent of total premiums paid

    Aviva India, chief marketing officer, Vinit Kapahi noted, “This isn’t just another insurance product, it’s a bridge to ambition for families beyond metro cities. Aviva Bharat Bal Vikas Yojana is for parents who dream big for their children but don’t want to get lost in complicated financial jargon.”

    The plan also offers guaranteed lump sum benefits upon maturity and comes with tax perks under prevailing laws making it not only emotionally reassuring but financially rewarding.

    While urban India is spoilt for choice when it comes to financial tools, Aviva Bharat Bal Vikas Yojana is a welcome step in democratising protection and savings. It reflects the insurer’s push for financial inclusion by targeting the heart of Bharat where every rupee counts and every dream matters.

  • Trilok plugs into brand love

    Trilok plugs into brand love

    MUMBAI: Move over boy bands, make way for bot bands. Trilok, India’s first AI-powered rock group, is tuning up the cultural charts and now brands are singing along.

    After grabbing eyeballs with its debut single Achyutam Keshavam, the band has found unlikely but exciting backers in boAt, Rowdy Club, and now, Magic Moments Music Studio, the latter launching a fresh series titled Magic Moment of the Month, an intimate, behind-the-scenes peek into the band’s surreal, stylised world.

    While boAt co-founder Aman Gupta has publicly lauded the project and Rowdy Club is leaning into the visual cool of Trilok’s mask-heavy aesthetic, Magic Moments is adding some heart to the hardware, capturing the band’s jam sessions, rehearsal-room rambles, fan shout-outs, and quieter reflections between the noise. Think sleek, bottle-inspired visuals with an AI-soul twist.

    “Magic Moments Music Studio has always celebrated expression, musical connection, nostalgia and the joy that comes from shared experiences. Collaborating with Trilok felt like a natural next step — it’s fresh, it’s bold, and it’s tapping into something culturally deep while also experimenting with the future. We believe in the power of new formats to spark new emotions, and Trilok is doing exactly that. This partnership is about capturing those real, in-between moments — where the magic actually happens,” said Radico Khaitan Ltd COO Amar Sinha.

    Born from Collective’s AI innovation lab, the folks behind digital personas Kavya Mehra and Radhika Subramaniam, Trilok is no moodboard mood music. It’s built to perform, provoke, and be playlisted, a full-bodied AI act with its own lore, lyricism, and layered persona-driven storytelling.

    Part myth, part machine, and full-on GenZ bait, Trilok blends human creativity with algorithmic power to deliver audio-visual drops that are as memorable as they are mosh-pit ready. And with a debut album on the way, the buzz is only getting louder.

    From digital dazzle to brand deals, this AI band isn’t just making music, it’s making marketing history.

  • Home truths hit hard as sales dip 14 percent in top 8 Indian cities

    Home truths hit hard as sales dip 14 percent in top 8 Indian cities

    MUMBAI: Looks like the summer wasn’t just hot outside India’s housing market felt the burn too. India’s eight biggest housing markets hit a bit of a speed bump in Q2 2025, with home sales dropping 14 per cent year-on-year, according to the latest Real Insight Residential report by Proptiger.com. The slowdown is largely attributed to affordability concerns, which nudged many buyers into pause mode.

    The dip was particularly sharp in Mumbai Metropolitan Region (MMR), down a hefty 32 per cent, and Pune, which saw a 27 per cent decline. But it wasn’t all doom and gloom cities like Bengaluru (+16 per cent), Chennai (+33 per cent), and Kolkata (+19 per cent) bucked the trend, showing that not every buyer had cold feet.

    On a quarter-on-quarter basis, sales across the board stayed flat with 97,674 units sold, as per Proptiger, which is part of REA India (also the parent of Housing.com). MMR, Pune and Bengaluru collectively accounted for 59 per cent of the total quarterly sales.

    “This short-term dip is more of a recalibration than a retreat,” said Proptiger.com head of sales Sridhar Srinivasan. “Yes, affordability is squeezing budget buyers, but demand is intact, and developers are clearly still bullish especially in the premium segment.”

    Supply-side sentiment mirrored the demand softening, with new launches falling 10 per cent QoQ and 17 per cent YoY. Mumbai (-43 per cent), Pune (-39 per cent) and Bangalore (-2 per cent) all saw dips, while Chennai and Hyderabad posted impressive gains (+64 per cent and +69 per cent, respectively). Kolkata saw a 192 per cenrt surge—albeit from a very low base.

    Interestingly, the report points out that geopolitical tensions (read: India-Pakistan skirmishes) also dented buyer sentiment during the April–June period, causing many to adopt a wait-and-watch stance.

    City Sales YoY Change Launches YoY Change
    Mumbai -32% -43%
    Pune -27% -39%
    Bangalore +16% -2%
    Chennai +33% +64%
    Kolkata +19% +192%
    NCR -9% +29%

    Despite the turbulence, Proptiger notes that the long-term market outlook remains upbeat, buoyed by solid macro fundamentals and continued developer interest, especially in premium and mid-income housing.

    So while this quarter may be slower than usual, it seems the foundation of India’s housing story is far from shaky. Just a little pause before the next big push.

  • Hyundai revs up Aura lineup with wallet-friendly S AMT variant

    Hyundai revs up Aura lineup with wallet-friendly S AMT variant

    MUMBAI: Hyundai Motor India Ltd (HMIL) is shifting gears on accessibility, adding a fresh variant to its popular sedan range — the Hyundai Aura S AMT. With this move, the brand brings its advanced automated manual transmission (AMT) to a broader swathe of young Indian buyers hungry for style, convenience, and comfort, without breaking the bank.

    Commenting on the introduction of the new variant,  Hyundai Motor India Ltd whole-time director and chief operating officer, Tarun Garg said, “At HMIL, we are committed to making smart mobility accessible to a wider set of customers. The introduction of advanced AMT transmission in Hyundai Aura S AMT reflects our continuous efforts to democratize technology and enhance convenience for customers. With this introduction, we aim to redefine the value proposition in the entry segment by offering superior comfort, safety, performance and convenience at an affordable price.”

    Powered by the punchy 1.2-litre Kappa petrol engine, the new S AMT variant is tailor-made for urban drivers seeking a smoother commute without the price tag of a full-blown automatic.

    The S AMT packs a solid safety and feature punch, including:

    ●    Electronic Stability Control (ESC)

    ●    Hill Start Assist Control (HAC)

    ●    Six airbags

    ●    LED daytime running lamps (DRLs)

    ●    Tyre Pressure Monitoring System (Highline)

    ●    Electrically folding ORVMs with integrated turn indicators

    With its slick combo of practicality and premium touches, Hyundai’s latest launch is a clear play to seduce value-driven sedan buyers looking to swap gear-grinding for easy cruising.

    The Aura S AMT joins a line-up that continues to grow on Indian roads, now with a little more automation and a lot more allure.

  • Huella sets the open web on fire with AIgnite

    Huella sets the open web on fire with AIgnite

    MUMBAI: In a sizzling debut at the iMedia Brand Summit in Goa, ad-tech disruptor Huella Services pulled back the curtain on AIgnite, a bold new ad intelligence platform that claims to both outsmart native and outperform display on the open web.

    Where banner ads go to die and native formats run out of steam, AIgnite breathes new life, transforming a single brand asset into thousands of real-time creative variants across display, video, and native. The platform is built on live AI optimisation that adapts mid-campaign, identifying high-performers 4.2x faster than traditional methods.

    Commenting on the launch of AIgnite, Huella Services co-founder & CEO Prrincey Roy said, “AIgnite isn’t built to run the same race as native or display. It is designed to re-draw the track entirely. AIgnite is not a layer of AI stitched onto old systems, it is built ground-up with intelligence in its core. From how creatives are developed, to how they’re deployed, optimised, and scaled every step is powered by AI. And with Agentic AI, even decisions around media planning and reporting are real-time and recommendation-led, plugged with various supply pipes. We have launched something that doesn’t just respond to briefs — it multiplies them. AIgnite outsmarts native and outperforms display because it puts creativity back in control — intelligently, and unapologetically.”

    Early pilots show CTR surges of over 5 per cent, a staggering leap from the industry’s 0.46 per cent average, with campaign lifespans stretching by an extra 3.2 weeks. It’s not just smarter, it’s hungrier, leaner, and lightning-fast, with creative go-lives in under three hours.

    AIgnite leverages Huella’s premium network of 500+ publishers, offering 100 per cent viewability-verified inventory across news, finance, tech, lifestyle, and entertainment. SSP integrations slash time-to-market by up to 60 per cent.

    “We are absolutely thrilled that Huella Services has chosen the iMedia Brand Summit as the platform for its highly anticipated launch,” said Comexposium India country managing director Jaswant Singh, the organisers of iMedia Brand Summit. “Our mission with iMedia has always been to foster innovation and provide a premier stage for groundbreaking products that will shape the future of marketing. AIgnite’s AI-powered solution perfectly embodies this vision, and we are incredibly proud to be the chosen platform for its unveiling.”

    The Goa launch event, held at The Supper Club, mirrored AIgnite’s core philosophy: one idea, countless expressions. Guests dined on over 100 chilli-inspired dishes—each one a nod to the platform’s promise of turning a single creative meal into a feast of high-performance variants.

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