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  • IAB Tech Lab lays down new rules to stop AI from eating the web’s lunch

    IAB Tech Lab lays down new rules to stop AI from eating the web’s lunch

    MUMBAI: When your content becomes someone else’s main course, it’s only fair to send them the bill. Publishers and advertisers have long played the thankless role of feeding the internet’s knowledge machine. But with the rise of large language models (LLMs) and AI agents hoovering up open web content without so much as a nod—or a rupee—the tables are finally turning.

    The IAB Tech Lab, the global technical standards-setting body for digital advertising, has taken a firm stand against the unchecked rise of generative AI. In a bold move, it announced a new framework dubbed the LLM Content Ingest API Initiative, aimed at helping publishers and brands monetise and manage how their content is consumed by AI systems.

    “It is clear that AI agents powered by large language models are shifting how users engage with content”, said IAB Tech Lab CEO Anthony Katsur. “While this is a promising new way for people to access information, we have also seen data showing publisher traffic decreases at 15 per cent or higher, and revenue is down. Meanwhile, AI platforms are growing on the back of open web content, impacting publisher revenues and misrepresenting advertisers. This initiative is about giving publishers and brands a path forward that is fair, enforceable, and grounded in technical standards”.

    The new framework targets AI’s relentless content scraping. It proposes a structured technical solution that ensures publishers get compensated for their content and brands control their digital reputation in AI-generated search summaries and chat responses.

    At the heart of the initiative is the LLM Content Ingest API, a tool that enables content owners to manage how AI models ingest and present their material. The framework seeks to stem traffic and revenue losses and aims to empower publishers with tools to govern bot access, track AI scraping, and monetise their digital assets more effectively.

    “The LLM Content Ingest API is one part of the framework to address the challenges publishers and brands face from the growing use of AI-based tools by consumers”, said IAB Tech Lab EVP, product & COO Shailley Singh. “The proposed technical framework is designed to foster better collaboration between LLMs/AI agents and content owners and to lay the foundations for fair value exchange for content, two of the biggest challenges that have emerged since the proliferation of generative AI and endanger the web economy as it works today”.

    The IAB Tech Lab plans to kick off the effort with a workshop, bringing together publishers, brands and AI developers to co-create solutions. Among the talking points: managing bots that mine data without permission, building AI-friendly but fair delivery mechanisms, and ensuring brand information isn’t lost—or worse, misrepresented—in the LLM ether.

    With publisher traffic already dipping by 15% and revenues following suit, the initiative couldn’t have come sooner. The Lab’s approach blends technical pragmatism with economic common sense, aiming to strike a balance between innovation and ownership in a world where chatbots can mimic your writing but never pay your bills.

  • Nikon focuses the lens on fatherhood in a storytelling tribute this Father’s Day

    Nikon focuses the lens on fatherhood in a storytelling tribute this Father’s Day

    MUMBAI: This Father’s Day, Nikon India didn’t just celebrate fathers; it captured them, pixel by pixel. Launching a campaign that focused less on frames per second and more on moments per lifetime, Nikon asked leading creators to reach into their hearts and memory cards for their most cherished stories with their dads. The results were heart-tugging, legacy-building, and profoundly intimate.

    The campaign spotlighted father-child relationships through a lens that was as emotional as it was sharp. Nikon invited creators to dig into their archives and share frames that spoke of unspoken bonds, late-night chats, proud pats, and quiet sacrifices. It wasn’t about cinematic flair or polished production; it was about catching the moments that matter – the everyday magic of fatherhood.

    “This campaign was a heartfelt tribute to the timeless bond shared between fathers and their children, a connection that often carries love, values, and unspoken strength across generations. It was truly touching to see creators revisit those moments, reflect on their relationships, and express how their fathers shaped who they are today, and how they now pass that essence on to their own children. These stories beautifully captured the emotions that words often can’t, creating memories that live on far beyond the frame”, said Nikon India MD Sajjan Kumar.

    To bring this reel of real emotion to life, Nikon collaborated with creators Rajarshi Banerji, Sachin Bhor, Akash Aggarwal and Nitin Panwar. Each brought to the table stories that were raw, rooted, and reflective – whether it was a throwback to childhood guidance or a slice of present-day parenting.

    The campaign leaned into the universal appeal of visual storytelling. The creators turned their lenses toward mentorship, love, legacy and the unyielding presence that defines the role of a father. The visual tapestry that emerged wasn’t a curated grid but an honest collage of connection, composed in light and layered in emotion.

    By turning the camera inward, Nikon spotlighted a generation of fathers who might not always make it to the family album but are the ones behind every perfect shot. This was storytelling with aperture and heart, capturing not just images but entire ideologies that shape families.

    With this campaign, Nikon reaffirmed its belief that while anyone can click a picture, only a story can make it immortal. And when the story is about dads? That’s one worth zooming in on.

     

     

  • Icubeswire lands Central Park digital mandate in style

    Icubeswire lands Central Park digital mandate in style

    MUMBAI: When luxury meets logic, clicks follow. In a significant account win, digital marketing agency Icubeswire has been named the digital transformation partner for Central Park, a marquee name in ultra-luxury real estate. The decision follows a keenly contested multi-agency pitch, sealing Icubeswire’s growing reputation as the go-to for high-stakes digital mandates.

    The partnership gives Icubeswire the keys to Central Park’s entire digital kingdom spanning everything from social media and search to web experience, performance marketing, media planning, creative strategy, and online reputation management. And in the world of luxury real estate, the stakes aren’t just high, they’re sky-rise.

    “Central Park stands for elevated living, and we’re excited to be chosen as their digital transformation partner,” said Icubeswire founder & CEO Sahil Chopra. “It’s a brilliant opportunity to fuse our digital innovation with their luxury ethos to build immersive, future-ready experiences.”

    On the other side of the table, Central Park was clear about what it wanted. “We needed a partner who gets luxury branding in a digital-first world,” said Central Park president of sales, marketing & CRM Ankush Kaul. “Icubeswire brought a vision that matched ours and the execution to back it up.”

    With this collaboration, Central Park aims to enhance the digital storytelling around its ‘concept living’ offerings in the NCR region, transforming the way affluent audiences engage with real estate. For Icubeswire, this win is another jewel in a fast-filling crown and proof that luxury doesn’t just need polish, it needs pixels.

  • Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    Boom’s the word as Bumrah brings bubble swag back with Boomer gum

    MUMBAI: Blowing bubbles has never looked this badass. Mars Wrigley India’s Boomer is stepping up to the crease with a bold new campaign featuring pace ace Jasprit Bumrah and it’s all about popping confidence. In an era of filters and fitting in, Boomer wants Gen Z to know that sometimes all it takes to own the moment is a bit of gum and a whole lot of swag.

    Set against the backdrop of a high-energy cricket match, the TVC captures a charged moment where fans begin booing Bumrah as he fields at the boundary. Cool as ever, he pops in a Boomer, blows a bubble and just like that, the jeers turn into roars of admiration: “BOOOOOOO-MRAHH… BUMRAH!” The gum doesn’t just freshen up, it flips the script.

    “Boomer has always been at the forefront of India’s gum culture,” said Mars Wrigley chief marketing officer Nikhil Rao. “We’ve made bubble-blowing cool for generations. Now we’re reclaiming that swagger for Gen Z.”

    The campaign comes hot on the heels of the launch of Boomer Lollipops in Strawberry, Orange, and Watermelon, a flavourful twist that shows the brand isn’t afraid to venture beyond gum, as long as the fun stays intact.

    DDB Mudra Group CCO Rahul Mathew added, “Boomer is an iconic brand with an iconic chant. This was our chance to give both a new edge and who better to bring that than Bumrah? Or should I say Boom-rah.”

    With a playful punch of attitude and a bubble of nostalgia, Boomer’s latest move proves the brand still knows how to make noise in all the right ways.

  • Gen Z goes to work in style with Anushka Sen and Newme’s new line

    Gen Z goes to work in style with Anushka Sen and Newme’s new line

     MUMBAI: Officewear just got a Gen Z glow-up and it’s serving ambition with a side of attitude. Newme, the fashion-tech brand adored by Gen Z, has teamed up with actor and Gen Z style icon Anushka Sen to launch its first-ever co-designed collection WorkSsnIty. The 500-piece line is a bold step into the 9-to-5 world, tailored for the first-jobber, the side-hustler, and the caffeine-fuelled intern with a Pinterest board full of blazers.

    From structured co-ords and pastel-hued tailoring to oversized blazers and breezy elevated basics, WorksenIty is anything but your boss’s wardrobe. Designed for the young and the restless, the collection ditches dull formals for confidence-soaked fits that are equal parts chic and workplace-ready.

    “I’ve always admired Newme for celebrating Gen Z style,” said Anushka Sen, who stepped in as Creative CEO for this collection. “Workwear is an overlooked genre, and this is our way of saying bring your whole self to work, style and all.”

    Sen didn’t just lend her name, she co-created the collection from concept to final fittings, ensuring each piece reflects the real-world aesthetic of young professionals. Her influence is front and centre in the #Staysenatwork campaign, which features her in scenarios from coffee runs to client meetings all while looking like the main character.

    “WorksenIty is more than just clothes, it’s about self-expression at work,” said Newme co-founder and CEO Sumit Jasoria. “Gen Z is entering the workforce in huge numbers, and they’re bringing their individuality with them. With this collection, we’ve built a wardrobe that actually works for them.”

    The drop also signals Newme’s evolution. Founded in 2022, the brand has quickly built cult status with over 14 experience stores and a lightning-fast delivery model that drops 500 plus new styles weekly. By adding workwear to its mix, Newme is growing with its audience showing up for job interviews, boardrooms, and every power move in between.

    Exclusively available on the Newme app, website, and experience stores, WorksenIty proves one thing loud and clear Gen Z isn’t just dressing for the job they want. They’re dressing like they already own the place.

  • TV9 Network partners with All Out and IMA to take a big bite out of dengue this year

    TV9 Network partners with All Out and IMA to take a big bite out of dengue this year

    MUMBAI: As the monsoons roll in, so do the mosquitoes. But this time, India’s battle against dengue is getting a prime-time push. On World Dengue Day 2025, TV9 Network joined forces with mosquito repellent brand All Out and the Indian Medical Association (IMA) to launch the ‘Saath Ladenge Dengue Se’ campaign—a multi-day, multi-platform blitz to inform, engage and mobilise citizens in the fight against mosquito-borne illnesses.

    The campaign kicked off with a bang on 15 June, aiming to reframe the narrative around mosquitoes from minor irritants to major health threats. With cases of dengue rising across India, the initiative makes a timely intervention by focusing on prevention, awareness and collaboration.

    “At TV9 Network, we believe in using the power of media to drive meaningful change. Through our partnership with All Out, we are not just broadcasting a campaign, we are enabling a nationwide movement to fight Dengue with knowledge, urgency, and unity”, said 
    TV9 Network CRO Amit Tripathi.

    The campaign’s media rollout includes broadcast across six regional TV9 channels—Hindi, Kannada, Telugu, Marathi, Bangla and Gujarati—tapping into the network’s linguistic diversity and regional reach. Households from Kolkata to Kutch are tuning in to specially curated vignettes and anchor-led explainers, busting myths and spelling out symptoms in bite-sized doses.

    TV9’s ‘Doctor Bytes’ series features IMA-affiliated experts dishing out simple, actionable guidance. From recognising early warning signs to listing do’s and don’ts, the message is clear: mosquitoes may be small, but the consequences aren’t. The messaging is concise, the delivery clinical.

    “Awareness is the first step toward prevention. With ‘Saath Ladenge Dengue Se, An All Out initiative’ we are blending credible medical insight with high-impact storytelling to empower families across India,” said Raktim Das, Chief Growth Officer, TV9 Network.

    Brillon Consumer Products MD & CEO Ratanjit Das said, “All Out has always stood for protecting families from mosquitoes and the diseases they cause. Awareness on vector borne diseases is still very low in India today. With Dengue on the rise, we felt the need to increase our efforts on educating consumers and work with credible partners to create mass awareness. All Out’s ‘Saath Ladenge Dengue Se’ campaign is a step towards that goal”.

    The campaign reaches a crescendo with a national-level televised panel discussion on TV9 Bharatvarsh, bringing together doctors, public health experts and IMA representatives to discuss real-time risks, misinformation, and the need for a multi-sectoral effort in tackling vector-borne diseases.

    “Preventing vector-borne diseases is a public health priority. Diseases like Dengue cannot be tackled in isolation by one individual, it needs all stakeholders coming together and collectively finding solutions. Indian Medical Association is proud to collaborate on this initiative to reach households with life-saving information”, noted 
    Indian Medical Association national president Dilip Bhanushali.

    Not just resting on remote controls, the campaign also sees an aggressive digital play. TV9’s platforms are flooded with Instagram reels, Facebook explainers and X (formerly Twitter) threads—all designed to keep India swiping, scrolling and staying safe.

    In a country where dengue still takes lives and mosquito bites often get shrugged off, this campaign is a wake-up call. It asks Indians to fight back not just with repellent, but with information.

  • Swiggy dials up the decibels with ‘Prime Time Menu’ for Father’s Day celebration

    Swiggy dials up the decibels with ‘Prime Time Menu’ for Father’s Day celebration

    MUMBAI: If your dad insists on cranking the TV up to ear-splitting levels during the 9 pm debate, Swiggy just served up the perfect Father’s Day gift.

    India’s food delivery giant launched the ‘Prime Time Menu’ campaign, turning its in-app experience into a full-blown homage to prime-time news channels—dramatic tickers, booming anchors, and all.

    The campaign, built around a digital film, captures the daily struggle of a daughter trying to survive the sonic boom of her father’s nightly news rituals. From anchor rants to khulaasas drowning out her study sessions and dance practice, the chaos finally finds comic relief when she decides to embrace it—with food. She gifts him Swiggy’s ‘Prime Time Menu’, sparking laughs and relief in equal measure.

    Swiggy, known for its quirky, relatable brand tone, partnered with Bad Studio Production LLP to deliver this loud love letter. The platform turned its app interface into a parody of a live newsroom. Users are treated to anchor-led food segments, animated breaking headlines, and dramatic scrolls reporting on spicy samosas and scandalous burgers.

    “At Swiggy, we love finding joy in the everyday quirks of our consumers. ‘Prime Time Menu’ is our way of celebrating something almost every Indian family can relate to, a father’s unshakable love for news and current affairs. It’s a campaign built on insight, nostalgia, and humour, and it’s another step in making the Swiggy experience deeply personal, culturally resonant, and ultimately, fun”, said Swiggy VP-brand Mayur Hola.

    Live now on the Swiggy app and across digital platforms, the campaign has turned up the volume on dad culture. It’s equal parts tribute and playful roast. With tickers louder than thunder and food promos cheekier than anchors, the campaign delivers dad-core humour at its best.

    Because this Father’s Day, if you can’t beat the noise, feed it. 

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Swiggy (@swiggyindia)

     

  • Duroflex celebrates dads who juggle start-ups and strollers in new Father’s Day campaign

    Duroflex celebrates dads who juggle start-ups and strollers in new Father’s Day campaign

    MUMBAI: Start-up decks by day, bedtime stories by night – the nation’s dadpreneurs are finally getting the spotlight they never asked for but definitely deserve. This Father’s Day, Duroflex launched its integrated campaign titled ‘His Rest Matters’, honouring fathers who double up as founders. The campaign captures the fatigue and fortitude of men who swap investor meetings for mealtimes, pitch decks for playdates.

    Through a sequence of poignant visuals and authentic narratives, Duroflex explores the underacknowledged emotional labour and sleep deprivation of modern dads who shoulder the dreams of both their families and their ventures. The campaign features real-life dadpreneurs: Shreyans Jain (Studio Gaffy), Sumeet Guleria (NXT Meal), Aadesh Pirgal (N’uru Coffee), and Divyang Jain (Oneball) – each balancing two equally demanding worlds with grit and grace.

    Duroflex CMO Ullas Vijay said, “Every father shares the same story of wanting to give their all to their families and dreams but rarely getting the rest they need. At Duroflex, we have always believed that quality sleep is the foundation that allows people to show up fully for what matters most. As the country’s leading voice in sleep science, we aim to open conversations around sleep equity and emotional labour, especially for a generation of millennials who try to be caregivers to all – their young companies and their young children. This campaign is our way of saying: your rest matters too, because your family and your venture both need you at your best”.

    The campaign rolls out across digital and social platforms, adding yet another feather to Duroflex’s branding hat as it continues to pitch sleep as a necessity, not a luxury. With this tribute to dadpreneurs, Duroflex doesn’t just sell mattresses — it delivers a powerful cultural nudge.

     

  • Gail blows away competition with ‘Hawa Badlo’, wins big at afaqs! Marketers Excellence Awards

    Gail blows away competition with ‘Hawa Badlo’, wins big at afaqs! Marketers Excellence Awards

    MUMBAI: When the air gets murky, Gail (India) Ltd knows how to clear the smog – not just from the skies but also in the marketing world. The public sector gas major bagged the ‘Best Content Marketing Campaign – Content’ award at the afaqs! Marketers Excellence Awards 2025 for its evocative and socially charged ‘Hawa Badlo’ campaign.

    The award ceremony, held on 14  June at The Westin, Goregaon in Mumbai, spotlighted the country’s most impactful marketing initiatives. Gail’s victory comes hot on the heels of another recognition: its ‘Hawa Badlo: Reconnect To Roots’ campaign was recently honoured at vIDEA 2025 – The Video Media Awards & Summit in Gurgaon.

    The ‘Hawa Badlo’ campaign, a long-running initiative from Gail, goes beyond a puff of publicity. It urges citizens to swap passive concern for active participation in tackling air pollution. Its latest chapter, ‘Reconnect To Roots’, spins a nostalgic yarn that reintroduces age-old Indian sustainability practices as contemporary environmental solutions.

    Whether it’s yoga, upcycling, or the art of composting, the campaign nudges Indians to rediscover their eco-conscious DNA. The campaign invites people to explore organic living, waste minimisation, and support for local economies — not through fear or guilt, but cultural pride and grounded wisdom.

    “Hawa Badlo: Reconnect To Roots is an impactful reminder of India’s rich culture and ecological heritage…” the campaign proclaims, with an emphasis on reviving practices that have been buried under urban chaos and modern habits.

    One of its central themes is yoga — not the Instagrammed version with headstands and hashtags, but its original form as a union of self and nature. “Rooted in the Sanskrit word meaning ‘to unite’,” the campaign notes, yoga symbolises a philosophy of balance, harmony, and environmental oneness.

    With back-to-back wins, Gail seems to be leading a breath of fresh air in both the environmental and advertising space. The ‘Hawa Badlo’ campaign has not only inspired conversations but continues to build momentum by weaving purpose into content, and culture into calls for change.

  • S8ul levels up with League of Legends, adds a new title to its 12-game domination roster

    S8ul levels up with League of Legends, adds a new title to its 12-game domination roster

    MUMBAI: In a move that sends a clear signal to the global esports arena, S8ul Esports has charged into Riot Games’ League of Legends (LOL) circuit by acquiring a top-tier south Asian roster. With this, the Mumbai-based organisation becomes one of the few Indian entities to actively field teams across 12 premier esports titles.

    The announcement marks S8ul’s formal entry into one of the world’s most competitive games. The roster features veterans of the regional LOL scene — Akshaj Shenoy (Kat Bot), Aakash Shandilya (Infi), Ahmed Shahid (Nero), Mihir Ranjan (Angelslotus) from India, Mehrab Uddin Ahmed (RTO) from Bangladesh, and Sri Lanka’s Tharuka Fernando (KratoZ).

    The squad has already proven its mettle, having represented India at the Asian Games 2022 in Hangzhou, where esports debuted as an official medal event. They advanced to the quarterfinals and finished fifth, besting regional rivals and raising the Indian tricolour in a field dominated by east Asian giants.

    “League of Legends is one of the most iconic esports titles in the world, and we believe this is the right moment for S8ul to step onto that stage”, said S8ul co-founder & CEO Animesh Agarwal aka 8Bit Thug. “Our vision has always been to lead from the front”.

    The roster enters Legends Ascend 2025, India’s first publisher-driven amateur LOL tournament, with a prize pool of Rs 10 lakh. Slated to end on 3 August, the tournament offers its champion a direct ticket to the LCP Wildcard Playoffs — the gateway to the prestigious League of Legends Championship Pacific.

    The team’s past accolades speak volumes: under Temple of Kings, they claimed victories in Skyesports WD Black Cup 1 & 2, Pro League, and SMG South Asia Cup 1, 2, and 3. In 2025, they continued their winning run under Asterisk with four more titles before signing with S8ul.

    “Joining S8ul is a defining moment for us”, said Akshaj ‘Kat Bot’ Shenoy, team captain. “We’ve been grinding together for years, and now we’re ready to prove our mettle at the highest level”.

    S8ul now boasts a star-studded portfolio of competitive lineups in Apex Legends, Battlegrounds Mobile India, Call of Duty: Warzone, Chess, EAFC 25, Fatal Fury, Mobile Legends: Bang Bang, Pokémon Unite, Starcraft II, Tekken 8, Valorant, and League of Legends.

    With eyes set on the global stage and a ticket to the Esports World Cup in Riyadh already secured, S8ul is proving it’s not just playing games — it’s rewriting the playbook for Indian esports.