ITV

Tag: Huella Services

  • Huella sets the open web on fire with AIgnite

    Huella sets the open web on fire with AIgnite

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

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

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

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

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

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

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

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  • India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign

    India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign

    MUMBAI — Basmati just got bold on the big screen. KRBL dished out a show-stealing Connected TV (CTV) campaign for its flagship India Gate Basmati Rice, using Huella Services’ NEXad to spice things up with interactive flair.

    Dubbed Top-Class Choice, the campaign let viewers pick between “premium” options within the creative — a smart move that turned couch potatoes into engaged consumers. Over 1.35 million impressions, more than 12,400 user interactions, and a mouthwatering 96.22 per cent video completion rate. With a 0.90 per cent interaction rate, it left industry benchmarks simmering in its wake.

    KRBL head of marketing & business head – modern trade & e-commerce, Kunal Sharma said,  “At KRBL, we’ve always believed in staying ahead of the curve, and our ‘Only Top Class’ campaign truly embodies this vision. Partnering with NEXad and Huella enabled us to redefine CTV from just another viewing platform to an engaging and interactive touchpoint. Through real-time viewer interaction enabled by remote controls, we successfully created an innovative, seamless, and measurable brand experience directly on consumers’ TV screens. We’re proud to set a new benchmark for innovation in the CTV advertising space.”

    Huella Services co-founder & CRO Mayura Nayak said, “With this campaign, we harnessed the power of interactive storytelling on CTV to elevate the India Gate brand message in an immersive way. The India Gate Basmati campaign is a testament to how NEXad can elevate brand storytelling and engagement on CTV. By merging choice with creativity, we’ve driven deeper viewer involvement and created a lasting impact. It’s a clear case of how CTV can merge scale with engagement.”

    KRBL digital media lead, Raunak Rai said, “‘Only Top Class’ campaign effectively transformed KRBL’s brand communication, turning typically passive CTV viewers into active participants. Leveraging NEXad’s interactive features and Huella’s strategic execution, we created compelling interactions directly through TV screens. This innovative communication approach strengthens KRBL’s digital-first strategy and enhances engagement with today’s connected consumers.”

    Rolled out across 20 cities, the campaign saw top-drawer performance from platforms like JioHotstar, JioTV+, and Zee5, helping it scale like a perfectly steamed pot of rice.

    Independent validation from IAS and DCM confirmed the campaign’s aroma of success — with aces in brand safety, time spent, and engagement.

    When rice meets tech, engagement isn’t just cooked — it’s pressure-cooked to perfection.