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Tag: digital marketing

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

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

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

    AI agents take the wheel

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

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

    GroupM south Asia CSO Parthasarathy Mandayam

    Quick commerce rewrites the e-commerce playbook

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

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

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

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

    CTV’s big leap

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

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

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

    Data privacy

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

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

    GroupM Nexus president Priti Murthy

    AI disrupts search

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

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

    Influencers, but make them AI

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

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

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

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

  • Vidunit & Duolingo’s ‘Vaati Coming’ smashes records with 150 million views

    Vidunit & Duolingo’s ‘Vaati Coming’ smashes records with 150 million views

    MUMBAI: When pop culture meets purpose, the internet takes notice. Vidunit just pulled off a marketing coup with Duolingo’s Tamil language launch campaign, “Vaati Coming”. In just four days, the campaign clocked 150 million views, skyrocketing app downloads and proving that hyper-localised content is the future of influencer marketing.

    Forget generic ads—Vidunit went all in. The campaign roped in 150 influencers across long- and short-format content, from daily vlogs and web series to fitness hacks, gaming marathons, cooking demos, and comedy sketches. The goal? Make learning Tamil as exciting as Pongal celebrations. And speaking of Pongal, the campaign was timed perfectly with the festival, injecting an authentic, festive vibe that made the message stick.

    Vidunit didn’t just pick creators at random. It used data-driven insights to onboard high-engagement influencers, ensuring content would go viral. The campaign’s success wasn’t just about numbers; it was about relevance. The strategy involved repurposing influencer videos into Instagram reels, Youtube stories, and community posts, giving the campaign an extended lifespan.

    The results? Over 20 creators hit one million views within 24 hours, proving that hyper-local, culturally rich storytelling resonates stronger than generic advertising.

    Duolingo India regional marketing director, Karandeep Singh Kapany praised the campaign’s ability to break barriers, “Duolingo has always believed in making language learning accessible and fun, and the Tamil launch campaign embodies that vision perfectly. Vidunit’s innovative approach ensured the campaign resonated with Tamil-speaking audiences and created an emotional connection through relatable and authentic content.”

    Vidunit founder & CEO Sourabh Kumar highlighted the power of pop culture in marketing, “At Vidunit, we take pride in our expertise in multi-language campaigns, and ‘Vaati Coming’ is a testament to our team’s dedication and precision. Our strong relationships with creators, deep understanding of Tamil content trends, and data-driven strategy helped us execute this massive campaign, boosting Duolingo’s reach while celebrating the essence of Tamil culture.”

    Vidunit and Duolingo just rewrote the rulebook on influencer marketing. If this campaign is any indication, the future of marketing is hyper-local, highly engaging, and irresistibly fun.

    Watch the campaign film here: 

  • Ad wars 2024: Who ruled TV screens and who got washed away?

    Ad wars 2024: Who ruled TV screens and who got washed away?

    MUMBAI: Television advertising in 2024 wasn’t just background noise—it was prime-time gold, stealing the spotlight from even the most dramatic soap operas. According to TAM AdEx – 2024 Television Advertising Recap, TV ad volumes surged 14 per cent compared to 2020, proving that the battle for consumer eyeballs is still raging.

    Globally, television ad spending is expected to touch $177 billion, with India alone seeing a nine per cent rise in TV ad expenditures compared to 2023. The second quarter alone saw a six per cent growth over the first, while the fourth quarter took a six per cent dip—probably because people were too busy binge-watching holiday specials to pay attention to ads.

    But who poured in the most cash? Which industries turned up the volume? And which brands refused to be skipped? Buckle up—this one’s a wild ride through the world of TV ads.

    Who was buying all that airtime?

    If you turned on your TV in 2024, you were likely bombarded with ads from the food & beverages sector, which took a massive 21 per cent share of ad volumes, proving that snack cravings and screen time go hand in hand. Not far behind, personal care/personal hygiene lathered up with 16 per cent. The household products sector scrubbed in at 9 per cent, because apparently, nothing pairs better with your TV drama than a cleaner floor.

    But who ruled the ad wars? Hindustan Unilever dominated with 16 per cent of all ad volumes, closely followed by Reckitt Benckiser (India), which boasted five out of the top ten most advertised brands. If you feel like every other commercial was selling you a soap or detergent, you weren’t wrong.

    If you thought soap operas were dramatic, the real drama happened in the soap advertising department. Toilet Soaps dominated the charts yet again, refusing to be flushed away. Laundry detergents, toothpastes, and floor cleaners scrubbed into the top 10, proving that cleanliness is next to advertising greatness.

    Quarterly showdowns

    2024 was a tale of peaks and dips. The second quarter flexed its muscles, rising by six per cent over Q1, only for Q4 to slump by six per cent compared to Q3. Maybe by year’s end, consumers had perfected the art of muting commercials.

    Despite the dips, 92 per cent of all TV ad volumes came from just five channel genres—dominated, unsurprisingly, by general entertainment channels (GECs) and news. If nothing else, advertisers know exactly where the eyeballs are.

    Which brands stole the spotlight? The award for most persistent ad on TV goes to Harpic Power Plus 10x Advanced, which climbed over 60 spots to claim the top brand of the year. It was followed closely by Dettol Toilet Soaps, Dettol Antiseptic Liquid, and Jiocinema App. Because what’s better than watching ads? Watching ads about an app that shows more ads!

    Surprisingly, digital brands also made a larger impact, with e-commerce and fintech stepping up their ad spends. The TV ad game isn’t just about FMCG anymore; the tech world wants a piece of your screen time too.

    Co-branding went bonkers. Indian cinema blockbusters and brands continued their love affair in 2024, with Pushpa 2 leading the charge, accounting for 21 per cent of co-branded ads. The film with the most brands fighting for screen time? Fighter, which partnered with a record 13 brands—making sure even if the movie didn’t knock out box-office records, it definitely conquered ad slots.

    Who surprised us?

    While the usual suspects stayed strong, some underdogs made surprising leaps. Paints saw a 51 per cent increase in ad secondages, because who doesn’t love a fresh coat of paint before their favourite reality show? Travel and tourism ads doubled, surging by 100 per cent, as people started daydreaming about vacations rather than just watching them on TV. But the real showstopper? Beauty accessories/products grew a jaw-dropping 303 times, proving that looking good isn’t just for movie stars anymore.

    And the exclusive advertisers? Over 4,010+ new advertisers joined the television ad game in 2024. Leading the pack was Velnik India, proving that fresh faces aren’t just for reality TV anymore. From fintech to online shopping platforms, new players saw TV as the ultimate stage to make their mark.

    If you thought TV ads were taking a back seat, think again—because brands are still duking it out for your attention like it’s prime-time gladiator combat. As long as there are eyeballs to mesmerise and remotes to misplace, ad makers will be there, squeezing their pitches between your favourite shows. Industry experts predict that 2025 will bring even smarter AI-driven ad placements, hyper-personalised content, and interactive ads that might just talk back if you ignore them.

    So, buckle up for more soaps (literally and figuratively), more snacks (because snack ads are never going away), and an avalanche of co-branded spectacles. If 2024 was a preview, 2025 is shaping up to be the full-length feature film of advertising dominance.

  • Yajur Gulati Joins Cinépolis India as lead – brand & communications

    Yajur Gulati Joins Cinépolis India as lead – brand & communications

    MUMBAI:  Yajur Gulati, a distinguished marketing professional with extensive expertise in brand strategy and communications, has taken on a new role as lead – brand & communications at Cinépolis India. This strategic appointment marks an exciting chapter in Gulati’s career, as he takes charge of enhancing the brand’s presence and communication strategies across India.

    Gulati brings a wealth of experience to Cinépolis India, with a career spanning over a decade in diverse marketing and leadership roles. Before this, he led integrated media and communication strategies at Philips, where he played a pivotal role in promoting categories like male grooming, beauty, oral healthcare, and personal health. His initiatives included media planning, digital marketing, product launch activations, and brand health KPIs.

    Earlier in his career, Gulati held significant positions at companies such as HT Media Ltd., Reliance Brands Limited, GroupM, and LinkedIn, managing marketing operations, digital strategies, and brand activations. His impressive portfolio also includes managing marketing campaigns for Fortune 500 clients like Google, Microsoft, and Unilever.

    A graduate of Delhi University with a bachelor’s in commerce, Gulati further honed his marketing expertise through a postgraduate diploma in marketing from SVKM’s Narsee Monjee Institute of Management Studies (NMIMS).

    In his new role at Cinépolis India, Gulati is expected to drive innovative campaigns and strengthen the brand’s consumer connection, ensuring its leadership in the entertainment and cinema industry.
     

  • We are focusing on healthcare, education and emerging sectors – Mohd Saqib Khan

    We are focusing on healthcare, education and emerging sectors – Mohd Saqib Khan

    MUMBAI: In the evolving landscape of digital marketing, change is the only constant. New Mumbai-based Digixpressions Media co-founders Vinay Singh and Mohd Saqib Khan have embraced this principle by adding a new logo DX as a prefix to their agency branding. The five year old digital agency has a roster of clients that’s a mixed bag: Tata Capital, Kotak securities, Yes securities, PowerUp, HDFC Sky, Asus, Axis Mutual Funds, Aditya Birla Capital, IIF Finance, Shriram Finance, Wockhardt Hospitals, UpGrad, Angel Broking,  RBL Bank, ICICI Bank and Sharekhan  – amongst many others. But the perception so far has been that its strengths lie in the BFSI sector. 

    The agency is looking at breaking from that mold  and image and is pushing aggressively  to enter healthcare, education, and emerging markets, utilising data analytics and AI-driven solutions to create strategies tailored to specific industry challenges. 

    Digixpressions co-founder & CEO Mohd Saqib Khan has been in the digital space for more than a decade having worked with companies such as Mouthshut.com and Angel One, learning the rudiments of the trade. The post-graduate degree holder in physics spoke to Indiantelevision’s Suman Baidh  about the rebranding exercise, outlining a strategic vision designed to enhance its service offerings across new sectors. He emphasised the innovative methods the agency is adopting to address the unique needs of these industries while maintaining a strong focus on delivering measurable results., Edited excerpts from the conversation:

    On what inspired the addition of the DX monogram to  DigiXpressions  how does it reflect the company’s core values and vision for the future
    With strategic rebranding and repositioning, DigiXpressions is well-positioned to transform the marketing landscape and establish new standards of innovation, growth, and influence. The rebranding to DX symbolises a streamlined, modernised vision for DigiXpressions. The monogram means transformation, innovation, and simplicity, which aligns with our commitment to cutting-edge marketing solutions. It represents the core values of agility, creativity, and strategic impact while positioning us as a future-forward brand that evolves with the digital ecosystem.

    On the immediate and long-term business goals the company aims to achieve by the repositioning.
    DigiXpressions’s repositioning comes with a clear vision aimed at both short and long-term growth. In the short term, the company is enhancing its digital offerings while building complete marketing solutions, including advertising campaigns, omnichannel experiences, public relations, and much more.

    Moving ahead, DigiXpressions looks to evolve as a go-to partner for comprehensive marketing solutions across diverse industries. While it is already a trusted name in the finance sector, DigiXpressions  is focusing its attention on healthcare, education, and emerging sectors, aiming to establish itself as a leading player.

    On industries that DigiXpressions is focusing on and the unique value  it brings to these sectors
    Having established itself as a leader in the BFSI sector, DigiXpressions is now ready to explore new horizons including healthcare, e-commerce, technology, and education. Combining data analytics with our in-house AI-driven solutions, DigiXpressions  delivers measurable results through personalised and engaging strategies that effectively address industry challenges. This customised and target-oriented approach makes DigiXpressions  truly different.  

    On DigiXpressions’ plan to expand its suite of services 
    As part of its ambitious growth strategy,DigiXpressions is expanding its services catering to a diverse clientele. The company is enhancing its offerings with high-quality performance marketing pitches, influencer collaborations, and customer journey mapping. To enable real-time engagement, DigiXpressions is leveraging cutting-edge tools like conversational AI and hyper-personalised marketing strategies. These AI-driven solutions, discover distinctive product attributes, identify positive and negative campaign triggers within a campaign, and uncover optimisation gaps to improve overall performance, are significant differences.

    These technologies give brands the ability to create accurate, data-driven strategies that boost effectiveness and impact. Its comprehensive portfolio now includes digital strategy, content strategy, SEO, ASO, influencer marketing, biddable media marketing, performance marketing, media buying, content marketing, programmatic buying, marketing analytics, AI martech solutions, local SEO, YouTube marketing, and marketplace marketing.

    Some former successes include facilitating client campaigns in financial services, healthcare, and food sectors to build their audience profiles widely across tier two and tier three cities. By enabling campaigns that effectively relate to all these markets, DigiXpressions has significantly driven audience traction, with a 150 per cent on-average growth in consumer outreach across these sectors.  Additionally, clients have benefited from a 20 per cent improvement in conversion rates from digital campaigns targeting tier 2 and tier 3 markets.

    On specific initiatives in placing to upskill or reskill existing employees to align with the company’s forward-looking vision.
    Absolutely. To remain aligned with any industry’s trends, DigiXpressions has created structured training plans based on emerging marketing technologies, AI tools, and creative storytelling. Public-private partnerships with industry leaders for certifications, internal hackathons, and mentorships create a culture of continuous learning and innovation, equipping employees with skills to carry forward the company’s vision.

    On turning brand visibility into lasting impact and on metrics or benchmarks that DigiXpressions will use to measure success
    DigiXpressions uses a great mix of quantitative and qualitative benchmarks to measure success. From campaign ROI to engagement level, customer lifetime value, and audience retention, they are dedicated to providing measurable results for their clients. Key performance indicators (KPIs) such as brand equity, customer satisfaction scores, and consumer outreach rate help to ensure that brand visibility results in actual performance. For example, DigiXpressions saw a 35 per cent increase in customer satisfaction scores for its clients within six months of implementing a new marketing campaign.

    On any success story or campaign that illustrates that DX has already achieved this kind of impact for a client
    A real example of how DigiXpressions made an impact is its collaboration with a BFSI client that focused on higher digital adoption, with hyper-targeted ads, personalized content, and gamified engagement strategies. 
    DigiXpressions delivered remarkable results: 1,913.71 per cent increase in traffic, 540.12 per cent growth in leads, 438.71 per cent boost in conversions, 10,46.388 per cent surge in app installs, a 462.093 per cent increase in app leads. We combine strategic creativity and data-driven insights to lay the ground for concrete results that not only achieve visibility but also ensure lasting impact in an ever-changing marketing landscape today.

    DigiXpressions is advancing towards a future where marketing innovation meets measurable success. The future is here—and it’s powered by DX.

  • Vui Live appoints Viraj Panwar as sales head

    Vui Live appoints Viraj Panwar as sales head

    Mumbai: Vui Live, a full-service digital marketing and consulting company, has announced the appointment of Viraj Panwar as its sales head. In this role, Viraj will lead new business development initiatives and oversee strategic sales efforts, which is key in accelerating Vui Live’s growth in the competitive digital marketing landscape.

    With over 15 years of experience, Viraj Panwar brings a wealth of experience in sales strategy and client engagement. At Vui Live, Viraj’s primary focus will be identifying new opportunities, cultivating strong client relationships, and driving revenue growth through effective sales strategies. His role includes overseeing the entire sales process, from lead generation to deal closure, ensuring clients’ needs align seamlessly with Vui Live’s innovative digital solutions.

    Before joining Vui Live, Viraj was associated with TV9 Network, driving sales growth through branded content initiatives. Previously at ABP Network, he developed strategic sales plans, consistently exceeded targets, and built strong client relationships to achieve significant revenue growth.

    Viraj Panwar said, “I am thrilled to join Vui Live, a dynamic agency that is consistently pushing the envelope in digital marketing. My goal is to leverage my expertise to drive business expansion and deliver high-impact results for our clients. The agency’s commitment to utilising cutting-edge technology to create tailored solutions is truly inspiring, and I look forward to contributing to its continued success.”

    Vui Live co-founder &  business head Akash Manchanda expressed his enthusiasm stating, “We are delighted to have Viraj Panwar on board as our sales head. His deep understanding of market dynamics combined with his proven ability to build and optimise sales processes aligns perfectly with our vision of delivering unmatched value to our clients. As we continue to scale our operations and expand our client base, Viraj’s leadership will be instrumental in driving our growth trajectory.”

    With Viraj at the helm of sales strategy and new business development, Vui Live is poised to strengthen its market presence and continue its mission to deliver exceptional digital marketing solutions to brands across industries.

  • Relaxo Footwear recruits Vishal Pathania as head of digital marketing

    Relaxo Footwear recruits Vishal Pathania as head of digital marketing

    MUMBAI: Relaxo Footwear has roped in Vishal Pathania as assistant general manager – head of digital marketing & performance. He will lead digital marketing initiatives for iconic brands like Sparx, Bahamas, and Flite.

    With an experience of more than a decade. Pathania last worked for Hindware Home Innovation as senior  manager (lead)- digital/social/D2C & performance.  Prior to that he worked as lead manager – digital/PR/D2C & performance marketing at Timex group. He also has had a stint with Micromax Informatics.

    Pathania is excited about his new posting at Relaxo Footwear. “In today’s dynamic digital landscape, I aim to craft impactful campaigns and contribute to these brands’ continued growth and success,” he said on Linkedin.

     

  • Goldmine Advertising wins social & digital media mandate for Canara Bank

    Goldmine Advertising wins social & digital media mandate for Canara Bank

    Mumbai: Goldmine Advertising has won the social and digital media mandate for Canara Bank, one of India’s leading public sector banks. This strategic partnership empowers Goldmine to amplify the bank’s digital presence, establish deeper connections with audiences, and enhance its rapport with younger consumers, positioning Canara Bank as a forward-thinking leader in the digital space.

    Goldmine Advertising will lead the development and execution of comprehensive social media strategies, ensuring Canara Bank’s digital presence resonates with today’s tech-savvy banking consumers. The agency will strengthen the bank’s visibility and engagement across key social media platforms, including Facebook, Instagram, X (formerly Twitter), LinkedIn, and YouTube. Additionally, Goldmine will focus on community building, online reputation management, and implementing SEO strategies to help Canara Bank stay competitive in an ever-evolving digital landscape.

    Goldmine Advertising, CEO, Pratik Singla shared his excitement about the collaboration: “Canara Bank is a prestigious legacy brand with a nationwide reach. This partnership strengthens our BFSI portfolio and presents an exciting opportunity to leverage our expertise to enhance their social media presence. Our teams are excited to craft impactful campaigns and push creative boundaries with our in-house content studio and digital media experts.”

    With a strong focus on the BFSI sector, Goldmine brings valuable experience to the table, having worked with top-tier banks including Indian Bank, Union Bank of India, Punjab National Bank, Bank of Baroda, and many others. This expertise is key to driving Canara Bank’s digital transformation and ensuring its continued success in the digital realm.

  • IAMAI gears up for 10th India Affiliate Summit in Gurugram

    IAMAI gears up for 10th India Affiliate Summit in Gurugram

    Mumbai: The internet and mobile association of India (IAMAI) is poised to host the milestone 10th edition of the India Affiliate Summit (IAS), set to unfold on 7-8 November 2024, at The Leela, Ambience, Gurugram. With vCommission as the title partner, IAS 2024 will bring together top marketers, thought leaders, and innovators to explore the latest trends and growth strategies in affiliate marketing.

    This two-day event will feature a dynamic lineup, including keynotes, masterclasses, panel discussions, and networking opportunities. Sessions will spotlight new insights and cutting-edge strategies across affiliate marketing, e-commerce, and D2C sectors. Industry heavyweights such as NP Digital, founder, Neil Patel; vCommission, CEO, Parul Bhargava; India Today Group CMO and IAMAI digital advertising council chairman, Vivek Malhotra; Indian Express Digital, CEO, Sanjay Sidhwani; and Adani Group, chief digital officer, Nitin Sethi will lead discussions on topics ranging from affiliate success strategies to influencer marketing and building resilient affiliate ecosystems.

    IAS attendees can expect valuable, actionable insights to optimise their strategies in affiliate, performance, and programmatic marketing. To mark the occasion, IAMAI will release a significant document on ‘Best Practices for Affiliate Marketing in India’ on 7 November.

    indiaaffiliatesummit

  • Social Panga marks a decade of success

    Social Panga marks a decade of success

    Mumbai: Social Panga, an integrated creative and digital marketing agency now part of LS Digital, proudly celebrates its tenth anniversary, marking a decade in the industry. Founded in 2014 by Himanshu Arora and Gaurav Arora with a small team of three in Bangalore, the agency has grown into a robust team of over 400 across Bangalore, Mumbai, Delhi, and Dubai.

    Social Panga offers a wide range of services, including Creative and Digital Strategy, Media Planning and Buying, Branding and Marketing Communications, Influencer Marketing, Video Production, and technology-driven brand solutions. To commemorate #ADecadeofMafias, the agency has released a rap anthem reflecting their journey and unique vibe.

    Co-founder and chief mafia Himanshu Arora said, “It’s been a great ride, packed with lessons, laughs, and a few late-night ‘what are we doing?’ moments, all filled with just gratitude. I’m beyond stoked about the challenges we’ve crushed and the wins we’ve celebrated, but most of all, I’m grateful to everyone who’s been part of this 10-year Panga. As we gear up for the next chapter, we’re doubling down on our people (mafia)-first mantra, eyeing new global markets, and solution-first approach. Honestly, it feels like we’re just getting started, and I can’t wait to see where this crazy journey takes us next!”

    Co-founder and chief mafia Gaurav Arora added, “10 years! It’s amazing how fast the time has flown by! This #ADecadeofMafias at Social Panga has been an exhilarating journey, filled with new opportunities, meaningful experiences, and tremendous growth. Despite intense competition in the industry, we haven’t just held our ground—we’ve flourished. As we celebrate our 10th anniversary, it’s clear that our well-timed decisions and strategic moves have been pivotal to our success. We’re thrilled to embark on the next chapter of our journey and look forward to sharing it with all our well-wishers!”

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