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  • Jaideep Gandhi: “The return on experience is going to be really high” at Goafest 2025

    Jaideep Gandhi: “The return on experience is going to be really high” at Goafest 2025

    MUMBAI: The sunny sands of Goa are abuzz again, and this time the buzzword is “experience”. South Asia’s iconic advertising and media festival, Goafest 2025 kicks off from 21-23 May at the luxurious Taj Cidade de Goa – Heritage and Horizon. Steering clear of clichés, the festival theme boldly invites participants to “Ignite Creativity”. As Goafest 2025 Organising Committee chairman and Another Idea founder Jaideep Gandhi enthusiastically put it, “the return on experience is going to be really high”.

    What sets Goafest 2025 apart is its immersive ‘Goafest Village’ concept. Inspired by global festivals like Cannes Lions, the village sprawls across the heritage venue, packed with parallel-running sessions, interactive zones and entertainment spots. Gandhi explains, “The objective was to make it inclusive, hosting parallel sessions, entertainment, engagement, and sports”.

    Adding spark to the sandy shores, the festival introduces two fresh initiatives—Ad Plays and Goa Fresh. Goafest 2025 Organising Committee co-chair and Havas Media Network India CEO Mohit Joshi highlights, “Ad Plays integrates wellness activities like pickleball, yoga and a walkathon. Goa Fresh brings in students from top institutes, offering them mentorship and industry insights”.

    Goafest 2025 promises a dynamic blend of content with over 60 illustrious speakers delivering more than 35 sessions and 20 masterclasses. Among the notable figures are Rishad Tobaccowala from Publicis, Youri Guerassimov of Marcel Worldwide, Hindi cinema’s Kareena Kapoor, cricketer Gautam Gambhir, and pioneering AI film director Vivek Anchalia. “Almost 25-30 speakers are clients this year, representing top brands like Spotify, Tata Motors and HUL”, Gandhi notes proudly.

    Reflecting on this mammoth event, Joshi stresses that the real charm lies in its community-driven spirit, “We have one vision—to grow Goafest together. It’s not ‘you’ or ‘me,’ it’s ‘us’”.

    Another record-breaking highlight is the ABBY Awards 2025, powered by The One Show, boasting an unprecedented 4,076 entries from 233 organisations. As Gandhi succinctly puts it, “Every year the challenge becomes more interesting. It’s all about continuously improving”.

    Compared to the previous edition in Mumbai, which revolved around adaptability, this year’s festival pushes proactive transformation through meaningful experiences. The integration of sports, wellness, student mentorship, and the vibrant Goafest Village ensures a unique, memorable celebration.

    “We spend six months organising Goafest, and each year we aim to outdo ourselves”, shares Gandhi. Joshi adds, “We take lessons from every global event and bring those insights home, aiming for improvement every year”.

    Indeed, with creativity at its core and collaboration in its spirit, Goafest 2025 is ready to ignite fresh perspectives, cement new connections, and redefine industry standards on the idyllic Goan coast.

  • Kurta in a Hurry? Libas and Zepto Stitch Up 10-Minute Fashion Fix

    Kurta in a Hurry? Libas and Zepto Stitch Up 10-Minute Fashion Fix

    MUMBAI: Who needs a fairy godmother when your new kurta shows up in 10 minutes flat? In a move that fuses style with speed, Libas has become one of India’s first fashion brands to leap into the world of quick commerce by launching on Zepto. Now live across 50 cities, including Delhi, Mumbai, Bengaluru, Chennai, and Hyderabad, Libas’ best-selling kurta sets, co-ords, and everyday chic essentials can reach your doorstep faster than your pani puri cravings.

    This snappy partnership marks a major milestone for the ultra-fast fashion brand and the 10-minute delivery app known for grocery speed. Together, they’ve turned wardrobe malfunctions and last-minute outfit panics into just another tap on your screen.

    “AtLibas, we’re constantly reimagining how fashion fits into the lives of modern Indian women. Our launch on Zepto is more than just fast delivery, it’s about empowering our customers with instant access to style,no matter the occasion. We’re excited to be among the first fashion brands in India to embrace quick commerce at this scale,” said Libas founder & CEO, Sidhant Keshwani.

    Zepto chief business officer Devendra Meel shared, “Our mission has always been to make lives easier, this time, we’re bringing that promise to your wardrobe. Fast fashion isn’t just a trend, it’s now a timeline and we are glad to have Libas trust Zepto to reach their customers.”

    To drive home the point, the brands have rolled out a cheeky brand film capturing the familiar chaos of last-minute wardrobe dilemmas. The message? Forgot about that puja invite? Suddenly have a sangeet to slay at? Don’t sweat it Libas and Zepto have your back. And your outfit.

    From planned looks to panic orders, this collab captures the pulse of today’s hyper-spontaneous generation. Because who says fashionably late is the only way to arrive?

     

  • Puma India strikes multi-year partnership with NEB Sports for marquee city marathons

    Puma India strikes multi-year partnership with NEB Sports for marquee city marathons

    MUMBAI: When the starting gun goes off this August, thousands of runners in Mumbai and Bengaluru will do more than just race—they’ll wear a movement. Puma India has signed a multi-year deal with NEB Sports to become the official sportswear partner for the Mumbai Half Marathon and the Wipro Bengaluru Marathon, two of the country’s most celebrated road races.

    The eight edition of the Mumbai Half Marathon is set for 17 August 2025, while the 12 Wipro Bengaluru Marathon will be held on 21 September. Puma’s partnership includes 360-degree support: training runs, race-day performance gear, and post-race assistance. The tie-up is part of the brand’s larger ambition to fuel India’s transition from casual jogging to serious distance running.

    “The sport of Running is transforming India—shaping lifestyles, building communities, and redefining competition. Our partnership with NEB marks Puma’s deeper commitment to fuel this momentum. India has an extremely vibrant community of close to three million registered runners and double-digit growth in marquee events like the Mumbai and Wipro Marathons. We think it is a fantastic opportunity to empower them to chase their goals and go the distance. This partnership further strengthens our commitment to push and elevate the evolution of running in the country”, said Puma India MD Karthik Balagopalan.

    The company’s running credentials are backed by performance data. Since October 2024, over 50 per cent of elite podium finishers in five top Indian races wore Puma’s Nitro shoes. The Running division is growing faster than Puma India’s core business, confirming a robust demand for serious running gear.

    According to 2024 data, India’s emerging sports business grew 19 per cent year-on-year, with marathons making up 23.5 per cent of the segment. Puma is tapping into this momentum with events, gear, and grassroots activations that turn running into a lifestyle.

    “We are thrilled to welcome Puma India on board as our official sportswear partner. At NEB Sports, we have always believed in creating inclusive, eco-conscious sporting experiences that go beyond the racetrack. This association marks an exciting chapter in fostering a culture of health and wellness across communities. Together, we aim to inspire more people to lace up and hit the roads with passion and purpose”, said NEB Sports chairman & MD Nagaraj Adiga.

    Puma India’s track record includes supporting events like the Vedanta Delhi Half Marathon, the high-altitude Ladakh Marathon, and the Adani Marathon. In 2024 alone, it ran over 250 training sessions across cities and introduced formats like the Puma x Bumble Singles Run.

     

  • Gorakhpur gets a taste of the Golden Arches with McDonald’s debut

    Gorakhpur gets a taste of the Golden Arches with McDonald’s debut

    MUMBAI: Burgers, fries and smiles have landed in Gorakhpur and it’s lovin’ it already. McDonald’s has officially fired up its grills in Gorakhpur, marking its much-anticipated entry into the city with a sprawling 113-seater restaurant at Nayak Enclave, Basharatpur. With snazzy interiors, a digital-first experience, and an all-star menu of global favourites and desi delights, the outlet promises to be more than just a pit stop, it’s a flavourful new hangout.

    Whether you’re craving a McAloo Tikki post-lecture, catching up over coffee with friends, or indulging in a Maharaja Mac after a shopping spree, the new outlet caters to everyone, students, families, and those simply seeking a satisfying bite.

    The restaurant is decked out with self-ordering kiosks, table service, and guest experience leaders, ensuring a slick, queue-free dining experience. And with takeaway and dine-in options available, it’s convenience served with a side of crispy fries.

    Announcing the restaurant launch, McDonald’s managing director for India – North and East Rajeev Ranjan said, “It fills us with immense joy to open our doors in Gorakhpur, a city known for its deep-rooted culture, vibrant youth, and welcoming spirit. Through our new restaurant, we wish to be part of the everyday celebrations of residents of Gorakhpur, offering global menu, great tasting delicious food that’s not just quick and convenient, but also pocket friendly. We are hopeful of our restaurant becoming  a go-to place for the residents of the city – from coffee breaks to family treats and student hangouts.

    But it’s not just about the menu. As part of McDonald’s for Youth programme, the Gorakhpur outlet will also create employment opportunities for local talent, particularly from underprivileged backgrounds, giving the city’s youth a flavour of economic inclusion.

    With nearly 245 outlets across North and East India, McDonald’s continues to bring its signature blend of taste, technology and community focus to more cities and in Gorakhpur, it looks like the love story is just beginning.

  • Doms Industries inks 51 per cent stake in Super Treads to bulk up stationery play

    Doms Industries inks 51 per cent stake in Super Treads to bulk up stationery play

    MUMBAI: Doms Industries Limited has acquired a 51 per cent equity stake in Super Treads Private Limited (STPL) for up to Rs 6.12 crore, the company confirmed after a board meeting held on May 19. The strategic acquisition will be executed through a secondary share purchase, subject to due diligence and regulatory clearances.

    The move is aimed at strengthening Doms’ manufacturing base in the paper stationery segment and extending its reach in eastern India. STPL, which has been in operation for over two decades, has built its niche as an OEM supplier specialising in notebooks and paper stationery.

    “Our proposed acquisition of a majority stake in STPL is a key step in enhancing our manufacturing capacities and geographically diversifying our paper stationery infrastructure to efficiently reach our consumers, thus further strengthening our competitiveness in this segment,” said Doms Industries Ltd MD Santosh Raveshia.

    He added, “This investment aligns with our vision of leveraging our growing brand reputation and well-entrenched distribution network to deliver our unique and differentiated range of products at the most competitive prices. With Rakesh Maheshwari and his team, we have got this wonderful opportunity to partner with great technocrats, like-minded entrepreneurs who have a great zeal to offer something unique to the market. We are confident that this partnership would lead to significant long-term growth and value creation for all of us”.

    STPL promoter director Rakesh Kumar Maheshwari described the deal as a strategic inflection point. “This partnership represents a strategic milestone for our company, combining our manufacturing expertise with Doms’ national distribution capabilities and established brand. This collaboration will be instrumental in realising our full potential and enable us to explore opportunities, thereby unlocking new avenues for growth and innovation. In Doms, we have found a perfect strategic partner to help us pursue a brand-led business journey”, he said.

    Once finalised, STPL will become part of the broader Doms Group portfolio, which already includes Pioneer Stationery Private Ltd, Micro Wood Private Limited, Skido Industries Private Limited, Uniclan Healthcare Private Limited and associate firm Clapjoy Innovations Private Ltd.

    Marathon Capital Advisory Private Limited served as the strategic advisor to Doms on this acquisition.

  • PR Professionals wins digital brief for Bihar’s food distribution giant BSFC

    PR Professionals wins digital brief for Bihar’s food distribution giant BSFC

    MUMBAI: In a significant nod to its growing influence in public sector communications, PR Professionals (PRP) has bagged the digital media mandate for the Bihar State Food & Civil Supplies Corporation Limited (BSFC), a vital cog in India’s public distribution machinery. The partnership aims to transform how BSFC communicates with the public, placing a spotlight on transparency, governance, and food security impact.

    BSFC, which operates under the Food and Consumer Protection Department of Bihar, distributes essential commodities like rice, wheat, sugar and kerosene via over 45,000 fair price shops. It serves more than 76 million beneficiaries under schemes like Antyodaya Anna Yojana (AAY) and Priority Households. The corporation also handles grain procurement at minimum support prices and has rolled out the e-PDS platform to digitise supply chains across Bihar’s depots and godowns.

    PR Professionals founder & MD Sarvesh Kumar Tiwari said, “We are honoured to partner with Bihar State Food & Civil Supplies Corporation, an institution that plays a critical role in safeguarding food security for millions. Our efforts will be focused on amplifying BSFC’s mission and impact through strategic digital outreach, fostering public trust, and showcasing the Corporation’s innovations in governance and service delivery. We see this collaboration as more than a mandate, it is a shared commitment to social good, transparency, and inclusive development”.

    The win strengthens PRP’s hold in Bihar, where the agency already manages communications for the Bihar School Examination Board, the Department of Revenue and Land Reforms, Bameti, and the Patna Metro, among others. PRP was also behind the successful promotion and event execution for the 85 All India Presiding Officers’ Conference in Patna — a high-stakes government event featuring key legislative leaders from across the country.

    Founded in 2011, PR Professionals is the flagship arm of the PRP Group and operates 12 offices in India and six overseas. The group also owns Confianza Consulting, a firm specialising in HR services including talent acquisition and compliance.

  • Adcounty Media marks eight year milestone with eye on IPO and deeper global expansion

    Adcounty Media marks eight year milestone with eye on IPO and deeper global expansion

    MUMBAI: Adcounty Media has clocked eight years of digital dominance, marking its anniversary with global milestones, platform innovations, and bold plans for public listing. What began in 2017 as a mobile-first ad network has transformed into a full-stack marketing engine spanning 30+ countries, redefining how brands engage with digital audiences.

    The company, co-founded by Chandan Garg and Aditya Jangid with Abbhinav R. Jain (CFO), Delphin Varghese (CRO), and Kumar Saurav (CSO), has grown into a multi-million-dollar digital business with strongholds across India, LATAM, southeast Asia, the middle east, and Europe. With campaigns spanning gaming, BFSI, e-commerce, edtech, travel, and entertainment, Adcounty Media has focused its mission on simplifying complexity and delivering measurable brand impact.

    In a significant move that underscores its ambitions, Adcounty confirmed its IPO plans for the coming months. This follows its 2023 certification as a Great Place to Work®, cementing its reputation as a people-first, performance-focused organisation.

    Adcounty’s arsenal of proprietary tech includes:

    ●    Bidcounty: An in-house DSP for AI-powered programmatic buying across mobile, CTV, web, and DOOH

    ●    Opsis: Performance marketing suite built for CPL and CPS-driven user acquisition

    ●    Genwin: Conversion-first lead engine with real-time scoring, multi-channel targeting, and optimised landing pages

    ●    iSearch Ads: AI-based app store optimisation for high-intent installs

    ●    SeeTV: A connected TV commerce solution targeting 30 million+ households

    ●    Brand safety & Fraud detection: Enterprise-grade security and transparency infrastructure

    Operating out of eight global offices, the company is actively expanding its footprint in the middle east and southeast Asia. It has ramped up hiring across media sales, game development, app monetisation, and programmatic roles to support this next phase of growth.

    “We’re not just connecting brands and consumers. We’re rewriting how performance marketing works across the funnel”, said Adcounty Media MD Garg. “The future lies in AI-led storytelling, shoppable media, and immersive, measurable experiences”.

    With an eye on the trillion-impression economy and brand-safe, results-driven strategies, Adcounty Media appears well poised for its next act: scaling with speed, intelligence, and intent.

  • Does Cricket Give New Zealand and India a Diplomatic Tool to Improve Bilateral Relations?

    Does Cricket Give New Zealand and India a Diplomatic Tool to Improve Bilateral Relations?

    Cricket is already recognised as one of the biggest sports in India and New Zealand, so it’s hard to believe it’s still growing. However, that is exactly what’s happening right now, and both countries have a lot to gain.

    Just two years ago, the 2023 ICC Men’s Cricket World Cup set new benchmarks, amassing 422 billion viewing minutes on the Disney Star Network in India alone, representing a 54% increase from the 2011 World Cup and a 9% rise from 2019. Meanwhile, in New Zealand, the recent 2024/25 series between the Black Caps and England attracted a huge viewership, with full houses reported across venues like Christchurch’s Hagley Oval and Wellington’s Basin Reserve.

    In the sports betting world, betting on cricket has increased dramatically, with recent reports claiming that cricket is now one of the most bet-on sports in the country. Whether they’re in the stands or the online casino NZ, cricket lovers are engaging more with the sport every day, and India is right there with them.

    As cricket continues to grow, so does the connection between these two nations. Over the last decade, the Black Caps have played the Indian cricket team many times, and although this is a fierce rivalry that generates intense competition and passion on the field, it has also offered a chance to improve bilateral relations.

    The Relationship Between New Zealand and India

    In 2025, New Zealand and India are expected to have a strong economic relationship, with trade between the two nations growing steadily. India is New Zealand’s fifth-largest trading partner and an important market for agricultural exports, dairy products, and wine. In turn, New Zealand exports a broad range of goods to India, including electronics, pharmaceuticals, and machinery.

    Over the last few years, both countries have been in discussions to establish a comprehensive free trade agreement, which is expected to boost investment and economic cooperation even further and allow for better market access, especially in sectors such as AI technology and education.  
    Outside of trade, India and New Zealand have also been strengthening their strategic partnership, with both countries working to improve their defence cooperation with discussions on joint training programs and expertise exchanges. In short, both countries are interlinked, and any diplomatic tool to nurture and improve the relationship will be incredibly important for securing a healthy, successful future.

    Cricket: More Than Just a Sport

    Cricket appears to be one of those tools. This sport has become one of the strongest cultural and diplomatic ties between India and New Zealand, with both countries regularly playing in bilateral series and ICC tournaments.

    India has a larger cricket market, but New Zealand has earned respect for its skill, sportsmanship, and competitiveness on the field. The regular exchange of players, tours, and events has helped build a strong bond over the last few decades.

    It has also helped boost tourism. Whether it’s the Cricket World Cup or the regular series match-ups between the two teams, more and more New Zealand and Indian tourists have been visiting each other’s countries, working to drive both economies. In fact, Indian tourists visiting New Zealand will often extendtheir stay beyond the season to explore and spend time throughout more of the country, and vice versa – and, once again, improve the respect and appreciation they have for one another.

    Cricket has proven to be more than just a game between bat and ball for India and New Zealand. Instead, it has become a powerful catalyst for cultural, economic, and diplomatic collaboration. As the sport continues to captivate millions of fans in both nations, it’s likely to continue serving as a vital tool for shaping their shared future.

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  • Liqvd Asia opens a new dimension with Tesseract for AI search visibility

    Liqvd Asia opens a new dimension with Tesseract for AI search visibility

    MUMBAI: If SEO was your brand’s compass, meet Tesseract, the time machine marketers didn’t know they needed. Liqvd Asia, through its performance marketing arm AdLift, has launched Tesseract, a pioneering platform set to revolutionise how brands measure and optimise their presence in the brave new world of AI-driven search. From ChatGPT to Google’s AI Overviews to Perplexity, Tesseract gives marketers a peek into how their brand is surfacing across LLM-powered platforms, no keyword stuffing required.

    As traditional SEO gasps for relevance, Tesseract swoops in with real-time insights on where, how, and why a brand is being mentioned in AI-generated responses. It’s not just search engine rankings anymore, it’s conversation placement, contextual relevance, and AI-curated authority.

    “Organic marketing is undergoing a monumental shift,” said Adlift CEO & co-founder Prashant Puri. “With AI-native platforms challenging the dominance of traditional search engines, brands must adapt quickly. Tesseract enables companies to track their presence across emerging AI search tools and optimize their visibility in ways traditional SEO cannot.”

    Unlike legacy SEO dashboards that stop at backlinks and meta tags, Tesseract decodes the emerging AI language tracking your brand’s appearance in tools like ChatGPT and surfacing insights that would never appear in a Google Search Console report.

    “The impact has been transformative for our early adopters,” shared Adlift VP for client success & growth, Rishabh Mahendru shared, “In our pilot campaigns, Tesseract delivered remarkable results. Clients saw a significant increase in visibility and engagement across AI search platforms far exceeding what was possible through Google Search Console alone. This tool is a game-changer for the industry.”

    Liqvd Asia founder Arnab Mitra commented, “At Liqvd Asia, innovation is our core. With Tesseract, we’re not just responding to the AI revolution, we’re shaping it. This product reflects our commitment to empowering brands with cutting-edge solutions that anticipate the future of digital marketing. We believe Tesseract will be a game-changer, enabling brands to thrive in an AI-first world where visibility means everything.”

    Available in Basic, Pro and Enterprise plans, the tool has already caught the attention of brands across D2C, FMCG, healthcare, retail, and hospitality.

    With Tesseract, the AI search game isn’t about ranking anymore, it’s about being relevant, visible and remembered in the feeds and answers shaping tomorrow’s consumer decisions. Welcome to SEO 2.0 where the algorithm thinks, and your brand needs to think ahead.

  • Cyberpowerpc India launches ‘Play Guarantee’ to reboot gamer trust in custom PC market

    Cyberpowerpc India launches ‘Play Guarantee’ to reboot gamer trust in custom PC market

    MUMBAI: Buying a gaming rig shouldn’t feel like rolling the dice. Cyberpowerpc India has unveiled its new ‘Play Guarantee’ campaign, a consumer-first initiative aimed at putting an end to performance guesswork in India’s custom PC market. Launched on 20 May 2025, the campaign sets a new benchmark by offering a 30-day satisfaction assurance across its Play Ready systems.

    In a market flooded with high-ticket machines and variable specs, Cyberpowerpc is flipping the script by backing its products with transparency, testing, and on-ground support. Every Play Ready PC will be built with 100 per cent brand-new parts sourced from authorised manufacturers, and pre-installed with a genuine, BIOS-activated version of Microsoft Windows — ensuring no hidden licensing fees or grey market surprises.

    “As more Indian gamers upgrade to high-performance PCs, trust becomes a critical factor. Gamers shouldn’t have to take a leap of faith when buying a PC. They should know what they’re getting and know it works right out of the box. We at Cyberpowerpc India always believed in transparency, may it be sharing FPS benchmarks before purchase or building with only brand-new components. The ‘Play Guarantee’ campaign aligns perfectly with our commitment to building a credible, consumer-first ecosystem in Indian PC gaming, especially as the community becomes more competitive and discerning”, said Cyberpowerpc India COO Vishal Parekh.

    Each unit under the campaign undergoes rigorous stress testing using global benchmarks to validate GPU, CPU, thermal and memory stability before shipping. Buyers also get one year of on-site support, with certified technicians available for repairs or replacements — eliminating the usual post-purchase logistical hassles.

    A Neogrowth study cited by the brand revealed that 54 per cent of Indian consumers still prefer offline purchases due to trust in authenticity. Cyberpowerpc India aims to bridge this trust gap in online PC buying through guaranteed clarity and post-sales assurance.

    The Play Guarantee follows Cyberpowerpc India’s recent collaboration with esports organisation Orangutan to power ApeCity, a competitive gaming arena in Navi Mumbai. The company is actively investing in India’s gaming ecosystem while democratising access to high-performance systems.

    More information is available at: https://www.Cyberpowerpc.in/page/play-guarantee/