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  • Hybrid turns five, rewires the future of ad-tech

    Hybrid turns five, rewires the future of ad-tech

    MUMBAI: From a tiny 6 by 6 ft room to powering some of India’s biggest brands, Hybrid India has come a long way in just five years. The Gurgaon-based digital advertising innovator is marking its fifth anniversary with a celebration of creativity, technology, and people power.

    Founded in 2020 by Shreyas Sathe, who set out to redefine advertising during a turbulent time, Hybrid has become one of India’s fastest-growing Adtech players. Its suite of AI-powered solutions, including the Hybrid Platform, VOX (its contextual advertising engine), Hybrid Places, and CTV technologies, has reshaped how brands connect with audiences.

    Today, the company’s 35-plus strong team drives campaigns for marquee names like Havells, Honda, Dabur, Rado, MG Motors, Mondelez, ITC, Group M, Dentsu, and Publicis.

    “Our greatest strength lies in our people,” said Hybrid Insea CEO Shreyas Sathe. “Over the last five years, we’ve built not just a company, but a culture rooted in trust, empowerment, and shared ambition.”

    That ethos is echoed by Hybrid India country head Gandharv Sachdeva, who believes that Hybrid’s collaborative culture is what truly fuels innovation. “From off-site retreats to fun Fridays, we’ve built an environment where people grow both professionally and personally,” he said.

    As Hybrid looks ahead, its focus remains on innovation and sustainable success. With the digital advertising space evolving rapidly, the company is doubling down on its mission to empower brands with smarter, data-driven storytelling.

    Five years on, Hybrid isn’t just building ads, it’s building the future of how India experiences them.

     

  • TRAI reverses course on radio migration fees

    TRAI reverses course on radio migration fees

    DELHI: India’s telecoms regulator has U-turned on how private radio broadcasters should pay to shift to digital, ditching a convoluted averaging mechanism in favour of simpler reserve prices.

    The Telecom Regulatory Authority of India (TRA) issued a corrigendum on 27 October revising recommendations it sent to the ministry of information and broadcasting just three weeks earlier. The original policy, dated 3 October, had proposed that when cities failed to attract bids for new digital frequencies, migration fees for existing broadcasters should be calculated by averaging prices from similar-sized cities—but only if at least two cities in that category had received successful bids.

    The authority has now binned that approach. Upon review, regulators spotted that the averaging formula “could lead to certain aberrations in the migration amount vis-à-vis reserve price” in cities drawing no bids. Since reserve prices emerge from a formal valuation model and represent the minimum auction amount anyway, they make a more sensible baseline.

    The ministry had sought the regulator’s advice in April 2024 on framing a digital broadcast policy for private radio operators. Under the revised scheme, existing broadcasters wanting to simulcast in digital mode will pay an amount equal to the reserve price for new frequencies, minus the proportionate one-time entry fee already paid for their remaining licence period.

    The climbdown suggests India’s radio digitisation may prove trickier than expected—particularly if multiple cities fail to attract fresh bidders, leaving regulators scrambling for fair pricing formulas that don’t distort the market

  • Surej Salim takes the helm at Ad Club Madras

    Surej Salim takes the helm at Ad Club Madras

    MUMBAI: The ad world in Chennai just got a creative shake-up! Digitally Inspired Media co-founder and COO Surej Salim, has been elected as the 46th president of The Advertising Club Madras for 2025–2026, at the club’s annual general meeting held on 24 October.

    Known for his passion for creativity and collaboration, Surej steps into the role after serving as secretary, bringing nearly two decades of industry experience to one of India’s oldest advertising institutions.

    “It’s an honour to lead a legacy institution that’s been the heartbeat of the advertising community for nearly seven decades,” said Surej. “Our vision is to strengthen the community, celebrate creativity, and build more opportunities for learning and collaboration.”

    The AGM also paid tribute to the late Piyush Pandey, one of India’s most celebrated advertising icons, with a minute of silence, heartfelt speeches, and black ribbons as a mark of respect.

    Joining Surej on the new executive committee are Umanath V (Vice President, Medianews4u.com), Kavitha Srinivasan (Secretary, Coeus Communications), Stalin Periasamy (Joint Secretary, Presto Advertising), and Murugan K (Treasurer, Jaya TV). The Club also welcomed industry stalwarts from The Hindu Group, Catalyst PR, Deepsense Digital, and others.

    As the Club gears up for another dynamic year, its focus remains clear: fostering learning, recognition, and community. From the Maddys Awards celebrating creative excellence, to Adtalks, Insightview webinars, and student chapters nurturing young talent, the Club continues to be the beating heart of South India’s ad scene.

     

  • College Vidya launches online education day

    College Vidya launches online education day

    MUMBAI: Talk about a smart move, India just got its own Online Education Day! In a first-of-its-kind initiative, College Vidya has declared October 25 as Online Education Day, turning its foundation day into a nationwide celebration of digital learning, inclusion, and innovation.

    The idea? To honour the millions of learners, educators, and universities driving India’s online learning revolution, and to spotlight how technology has made higher education more accessible than ever. The Noida-based platform hopes the initiative will grow into an annual, sector-wide observance, with future recognition from national education bodies like UGC and AICTE.

    For its debut edition, College Vidya invited online universities across India to join in with student stories, video messages, and scholarship collaborations, all echoing a shared vision of credible, learner-centric digital education.

    “Online education has become the great equaliser, opening doors for millions who once stood outside the classroom,” said College Vidya founder and COO Rohit Gupta. “If electricity and the internet can reach every pincode, so should quality education. This day celebrates that belief.”

    Beyond the celebrations, the platform continues to walk the talk, having disbursed Rs 4.7 crore in financial aid so far and recently announcing 50 per cent subsidies for transgender learners, making higher education truly inclusive.

    With its lively ‘Learner Stories’ campaign and a symbolic cake-cutting spree across the country, College Vidya’s Online Education Day wasn’t just a nod to the digital age, it was a heartfelt reminder that learning has no limits when powered by connection, compassion, and a good Wi-Fi signal.

     

  • A Detailed VIP Shaadi’s Service Review: Inside the World of Invite-Only Matchmaking

    A Detailed VIP Shaadi’s Service Review: Inside the World of Invite-Only Matchmaking

    Getting married is one of the most significant decisions in your life. But the thrill of getting to know someone new is also accompanied by stress, particularly if you’re not sure you two are a good fit. This is where elite matchmaking services like VIP Shaadi set the trend. This platform transforms the search for a soulmate into an intentionally created experience.

    What is VIP Shaadi?

    VIPShaadi is a premium matrimonial service from the trusted house of Shaadi.com. It is for people who are ready to seriously commit and want more than just an algorithm. Here, seasoned consultants will personally assist you in finding your perfect life partner. Each step is personalised to help you connect with your soulmate.

    The service stands apart with its verified member database and the dedicated attention of consultants. What really elevates the experience is how personal and discreet it feels. Instead of endless scrolling and awkward first conversations, members get well-matched introductions that actually make sense.

    If you look up VIPShaadi.com reviews, you will find consistent appreciation for its professionalism and results. Parents often praise the platform for helping their children find well-matched partners, while members value how smooth and private the process feels.

    Real Stories that Warm the Heart

    What truly makes VIPShaadi reviews shine are the authentic success stories of couples who found love through the platform.

    Ananya and Arjun – From Unlikely Strangers to Soulmates

    Ananya, a creative professional from Mumbai, never thought she’d meet someone who shared her outlook on life. Arjun, a finance executive based in Delhi, seemed like the opposite on paper. Yet their consultant noticed subtle similarities in their values and life goals. After a few conversations, they discovered how naturally their personalities complemented each other. Their relationship grew quickly and soon led to marriage, proving that compatibility often goes beyond surface-level interests.

    Ishita and Karan – A Cross-Cultural Match that Worked

    Ishita, born and raised in Kolkata, had always dreamt of finding someone who respected both tradition and independence. Karan, a second-generation entrepreneur from Pune, was looking for the same balance. When they met through VIP Shaadi, they clicked instantly. Their families admired how seamlessly they understood each other. Today, they continue to credit the service for introducing them to a partner who fits both their hearts and their values.

    Why VIP Shaadi Delivers Real Results

    A quick scroll through VIPShaadi reviews reveals a common theme. Members find matches who truly align with their lifestyles, values, and goals. But what makes it so effective?

    Selective Membership

    The service maintains a carefully curated database of educated and accomplished individuals from respected families. This ensures genuine compatibility and shared values.

    Smart Matchmaking

    It blends technology with human understanding. Consultants use data-driven tools to identify compatible matches, then apply emotional intelligence to ensure the chemistry feels right.

    Strong Privacy Controls

    Every profile is protected with strict privacy measures. Members choose who can view their details, keeping the experience completely confidential and secure.

    Personal Touch

    Dedicated consultants guide members throughout their journey. From building impressive profiles to arranging meetings, the service offers thoughtful support at every stage.

    The Bottom Line

    As highlighted across multiple VIP Shaadi.com reviews, the platform has successfully redefined luxury matchmaking in India. For those who want more than random introductions and truly value authenticity, VIP Shaadi is a trusted choice. It brings the right people together, proving that even in the modern world, love can still be personal, elegant, and beautifully real.  
     

  • Curtain call: DTF returns with starry season 6

    Curtain call: DTF returns with starry season 6

    Delhi Theatre Festival, Alchemist Live, Prabhu Tony, Naseeruddin Shah, Anupam Kher, Lillete Dubey, Denzil Smith, Rajat Kapoor, Vinay Pathak, Makarand Deshpande, Kumud Mishra, Pankaj Kapur, American Express, M3M India, Siri Fort Auditorium, NCUI Auditorium, OP Jindal Auditorium, Aurum Conventions, Gurugram, Delhi NCR

    MUMBAI: Delhi’s drama scene is ready to steal the spotlight once again! The Delhi Theatre Festival (DTF) is back for its sixth season, promising a show-stopping celebration of storytelling, stagecraft, and star power. Set to unfold from 14th to 16th November, the festival will light up four iconic venues across Delhi NCR, Siri Fort Auditorium, NCUI Auditorium, OP Jindal Auditorium, and Aurum Conventions in Gurugram.

    With American Express returning as the title sponsor for the sixth consecutive year and M3M India powering the event, DTF Season 6 is shaping up to be a blockbuster on and off stage. American Express platinum card members even enjoyed an exclusive presale window and special savings on tickets, a fitting reward for loyal theatre buffs.

    This year’s lineup reads like a who’s who of Indian theatre royalty. Naseeruddin Shah returns with Einstein, Anupam Kher brings Kuch Bhi Ho Sakta Hai, and Lillete Dubey and Denzil Smith take the stage with Autobiography. Audiences can also look forward to Rajat Kapoor’s directorial Karamjale Brothers starring Vinay Pathak, Makarand Deshpande’s beloved Sir Sir Sarla, Kumud Mishra’s Dhumrapaan, and Pankaj Kapur’s Dreamz.

    “Over the past five seasons, DTF has grown from a city event into a cultural landmark,” said Alchemist Live CEO and co-founder Prabhu Tony. “With Season 6, we’re scaling up with premieres, legends, and new voices, all sharing one stage.”

    Echoing the sentiment, Naseeruddin Shah shared, “Every season brings a new energy and audience, that’s what keeps theatre alive.”

    With 12 plus shows and an expected 15,000-strong audience, DTF Season 6 is set to be the grandest edition yet. For Delhi’s theatre lovers, this November isn’t just about drama, it’s about centre stage, standing ovations, and a festival that promises to make every act count.

     

  • WPP Media’s ‘beyond price tags’ redefines India’s e-commerce game

    WPP Media’s ‘beyond price tags’ redefines India’s e-commerce game

    MUMBAI: Forget discounts and flash sales. India’s next e-commerce boom is getting a luxury makeover. WPP Media India has unveiled ‘Beyond Price Tags: The Power of Premiumization’ in India’s e-commerce boom, a new playbook that argues the future of online shopping is not just digital, but decisively premium.

    Launched in Mumbai, the report sheds light on how Indian consumers are moving beyond price wars and seeking something more lasting: experiences, personalisation, and ethics over mere affordability. The message is clear: value is being redefined.

    Drawing from insights by leading platforms, brands, and experts, the playbook highlights that premium demand is now democratised. Thanks to credit solutions, efficient delivery networks, and the rise of social and quick commerce, premium choices are no longer limited to metro buyers, they’re reaching the heart of Bharat.

    Among its key findings, the report identifies five defining shifts: the democratisation of premium demand; consumers’ appetite for elevated experiences; platform-driven brand reinvention; a cross-category tilt towards feature-rich, design-led products; and the evolution of mass brands into “masstige” offerings.

    To help brands turn insight into action, WPP Media introduces four strategic frameworks: Flash, Vista, Prime, and Rise, each designed to guide discoverability, curation, customer experience, and loyalty building in the digital era.

    “At WPP Media, we are constantly at the forefront of shaping the future of commerce,” said WPP Media South Asia COO Ashwin Padmanabhan. “The premiumization trend in Indian e-commerce is more than just a shift in price points, it reflects evolving consumer aspirations and the growing desire for quality, experience, and status.”

    Echoing this, WPP Media India head of commerce Sairam Ranganathan added, “Premiumization marks a pivotal shift where rising aspirations, global exposure, and digital empowerment are redefining how consumers engage with brands. This playbook is not just a guide but a catalyst for growth.”

     

  • Credit where it’s due as festive shoppers swipe big this Diwali

    Credit where it’s due as festive shoppers swipe big this Diwali

    MUMBAI: Looks like this Diwali, Indians didn’t just light up their homes, they swiped their way to sparkle too. A new survey by Paisabazaar reveals that over 42 per cent of credit card users spent upwards of Rs 50,000 on festive shopping this year, signalling that big-ticket buying is firmly back in fashion.

    The festive cheer wasn’t limited to diyas and discounts, it spread right across credit limits. About 22 per cent of respondents spent between Rs 50,000 and Rs 1 lakh, while one in five splurged over Rs 1 lakh on their cards during Diwali. The survey, which covered over 2,300 users, paints a clear picture of India’s growing comfort with credit as a strategic spending tool.

    When it came to what they bought, home appliances topped the wishlist at 25 per cent, followed by mobiles, gadgets and accessories at 23 per cent, and apparel at 22 per cent. Furniture and décor made up 18 per cent of spends, while gold and jewellery accounted for 12 per cent proof that both sparkle and substance drove shopping choices this season.

    But it wasn’t all impulse. The study revealed that 91 per cent of shoppers planned their purchases around card-specific offers and festive deals. Less than 10 per cent relied solely on their card’s standard cashback or reward structure. Clearly, today’s consumers are not just shopping, they’re strategising.

    “Consumers are using credit cards more intelligently, timing their high-value purchases with festive offers and card-linked deals,” said Paisabazaar CEO Santosh Agarwal. “This growing financial awareness shows how value and convenience are driving credit card use.”

    The benefits are paying off too. Nearly 71 per cent of respondents owned shopping-specific credit cards that offered cashback or festive rewards, while 15 per cent received seasonal deals even without such cards. For many, cashback remained the biggest draw chosen by 20 per cent of users followed closely by co-branded offers (19 per cent) and accelerated reward points (18 per cent).

    Among those opting for EMIs, No-Cost EMI emerged as the clear winner, attracting 56 per cent of users, while 29 per cent chose EMIs to unlock extra discounts and 10 per cent used them simply to spread payments more comfortably.

    Interestingly, shoppers were equally at home online and offline 48 per cent said they preferred a mix of both. The hunt for better deals drove most of them to e-commerce giants, with 83 per cent claiming they found the best discounts on platforms like Amazon and Flipkart. Together, the two dominated with a 43 per cent preference rate, followed by Myntra (15 per cent), Meesho (10 per cent), and other platforms such as Ajio, Nykaa, Zepto and Tata Cliq accounting for 32 per cent collectively.

    Paisabazaar, head of credit cards Rohit Chhibbar summed it up aptly: “This festive season marked the rise of the value-savvy shopper, one who plans, compares, and capitalises on every offer. Cashback, rewards, and no-cost EMIs have made credit cards indispensable for festive spending.”

    In short, this Diwali, shoppers didn’t just chase lights, they chased the right swipes.

     

  • Purvanchal Panthers pounce into UPKL, expanding league to 11 teams

    Purvanchal Panthers pounce into UPKL, expanding league to 11 teams

    MUMBAI: The jungle just got louder and this time, it’s the Purvanchal Panthers making the roar. The Uttar Pradesh Kabaddi League (UPKL) has added a fresh dose of energy (and a fierce new mascot) with the induction of its latest franchise, the Purvanchal Panthers, ahead of Season 2.

    The Panthers, co-owned by entrepreneurs Arnav Gupta and Aradhya Gupta, mark Upkl’s expansion to 11 teams: a move that not only broadens the league’s reach but also deepens its regional representation.

    Conceptualised and operated by SJ uplift kabaddi pvt. ltd., the league continues its mission to blend sport, culture, and opportunity across Uttar Pradesh. The Purvanchal Panthers’ emblem, featuring a powerful panther flanked by two leaping cats, encapsulates strength, precision, and unity: values that echo the grit and pride of the Purvanchal region.

    Citiyano De Resource Exim Pvt. Ltd director Arnav Gupta brings his experience in global trade and business innovation to the team’s management. “Joining the Uttar Pradesh Kabaddi League is more than a business decision; it’s about celebrating the strength and spirit of Purvanchal,” he said. “Through the Purvanchal Panthers, we aim to give our region’s athletes a platform to shine and make Purvanchal proud.”

    His co-owner and sister, Citiyano De Firenze director Aradhya Gupta, helms hospitality and sports initiatives that merge professionalism with community impact. “Kabaddi reflects the energy and resilience of India’s heartland,” she said. “With the Purvanchal Panthers, we want to channel that same spirit through inclusivity and passion.”

    SJ Uplift Kabaddi founder and director Sambhav Jain welcomed the duo to the league and said, “With every new team, Upkl strengthens its mission of combining sport, culture, and opportunity. Arnav and Aradhya’s energy and vision will add a new dimension to the upcoming season.”

    With the Panthers on board, the Season 2 line-up now boasts 11 teams. The player auction is set for November 3 in Noida, with matches kicking off on Christmas day. If the first season was about establishing the league’s roots, this one looks set to be about claws, culture, and competition.
     

  • Pedigree strikes the right note for pets this Diwali

    Pedigree strikes the right note for pets this Diwali

    MUMBAI: Now here’s a pawsitive tune-up for Diwali! India’s leading dog food brand  Pedigree, from Mars Petcare, has launched an AI-powered ‘Pawsome Playlist,’ a first-of-its-kind musical initiative designed to keep furry friends calm and relaxed amid the festive fireworks.

    Developed with inputs from veterinarian Jasleen Kaur, the playlist uses AI to generate soothing, rhythm-based tracks that help reduce canine anxiety. Hosted on Youtube, the Pawsome Playlist draws on scientific insights into how dogs respond to calming frequencies and consistent beats.

    “At Mars Petcare, we know pets do more than keep us company, they help us feel calm and connected,” said Mars Petcare India chief marketing officer Ayesha Huda. “This Diwali, we wanted to return that love by creating something that brings peace and comfort to them.”

    The campaign also comes with a touch of creativity from 22feet Tribal Worldwide, whose executive creative director Shyam Nair revealed that each AI-generated track, with witty titles like ‘Sugar? No Please.’ and ‘Wait for Wags.,’  was designed to soothe pets while gently reminding owners to show more empathy.

    Echoing the sentiment, Kaur added, “Music can profoundly influence animal behaviour. It’s wonderful to see technology being used so intuitively to improve pet wellbeing.”

    With Pawsome Playlist, Pedigree has found a way to mix compassion, technology and rhythm, proving that this Diwali, the sweetest sounds of all might just be a happy, wagging tail.