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  • Waves 2025 Brings Big Deals and Bold Dreams to India’s Media Sector

    Waves 2025 Brings Big Deals and Bold Dreams to India’s Media Sector

    MUMBAI: If the Indian media sector were a movie, Waves 2025 would be the montage sequence fast cuts of big money, bold ideas and breakout talent all coming together for a dramatic makeover. Held in Mumbai, the Waves Summit 2025 saw the Government of Maharashtra sign MoUs worth nearly Rs 8,000 crore, giving the media and entertainment sector a starring role in the state’s growth narrative. Among the headliners:

    . Rs 3,000 crore from Prime Focus to build a 200-acre Film City

    .  Rs 2,000 crore from Godrej for a film, TV and media campus in Panvel

    .  Rs 1,500 crore each from the University of York and the University of Western Australia to set up their first Indian campuses in Mumbai

    And just like that, education and entertainment are sharing billing on the marquee.

    Waves 2025 also introduced the Nifty Waves Index, listing 43 media and entertainment companies finally giving the sector its own Sensex-style snapshot. Meanwhile, the Indian Institute of Creative Technology (IICT) inked partnerships with industry giants including Google, Apple, Microsoft, Meta, Adobe, Nvidia, and Toon Boom, rolling out opportunities for scholarships, internships, rendering parks, game design courses and creative entrepreneurship.

    Waves Bazaar cemented its role as the sector’s B2B-B2G power corridor. Launched in January 2025, the digital-first marketplace has already hosted 2,450 projects, with 6,442 buyers and 6,106 sellers participating across film, animation, XR, gaming and advertising verticals. It’s India’s global swipe-right moment for creative deals.

    Elsewhere, WaveX turned into a high-stakes pitch fest where creative dreams met venture capital muscle. From 1,504 applicants, 30 high-potential M&E startups in gaming, storytelling, immersive tech and the creator economy pitched live to 29 marquee investors including Lumikai, Jio, and Warmup Ventures. With 127 startups securing connections or partnerships, and applications vetted by IAMAI and KPMG, this wasn’t just razzle, it was rigor with returns.  

    Enter the Create in India Challenge, a flagship talent hunt that hosted 34 creative contests across animation, AR/VR, gaming, music and films. Finalists competed in the buzzing Creatosphere, a zone dedicated to next-gen creators. Eight expert masterclasses helped sharpen their edge, while the finals turned the stage into a launchpad.

    Not to be left out, Waves Culturals gave attendees a feel of India’s artistic pulse through performances blending traditional and global forms. The event’s heart, however, was the Bharat Pavilion, inaugurated by prime minister Narendra Modi on 1 May 2025. Designed as an immersive tribute to India’s storytelling roots, it showcased four thematic zones Shruti (oral traditions), Kriti (written heritage), Drishti (visual storytelling), and Creator’s Leap (future tech).

    Over in the FM lane, the 8th National Community Radio Conference saw 12 CR stations receive national awards for innovation and inclusivity. With 531 CR stations and over 400 representatives attending, it was a mic-drop moment for grassroots broadcasters.

    Add to that the launch of the first Indian Film Festival in New Zealand and fresh Indo-UK film collaborations and you’ve got an M&E summit that doesn’t just talk global, it screens it.

    From classroom tie-ups to cultural showcases, and from startup pitches to mega MoUs, Waves 2025 didn’t just imagine India as a global creative powerhouse it laid down the blueprint, cast the crew and started shooting.

    And with Maharashtra calling action on infrastructure, investment and innovation India’s media industry is no longer just watching the story unfold. It’s writing the script.
     

  • India adds 3.2 million phone users in May, total hits 1.2 billion

    India adds 3.2 million phone users in May, total hits 1.2 billion

    MUMBAI: Dialling up its digital growth, India’s telecom sector added 3.24 million new telephone subscribers in May 2025, pushing the country’s total subscriber base to a staggering 1.207 billion. While urban India remained saturated with 131.76 per cent tele-density, rural areas rang in gains too, growing 0.14 per cent month-on-month to hit 537.39 million subscribers.

    The data, released by the Telecom Regulatory Authority of India (TRAI), also showed a strong wireline comeback with 1.25 million new connections pushing wireline growth to 3.34 per cent, led by aggressive additions from Jio and Airtel.

    India’s broadband base surged 3.37 per cent to reach 974.87 million subscribers, thanks largely to mobile broadband (up 2.92 per cent) and a 60 per cent spike in fixed wireless (5G FWA, Wi-Fi, satellite) subscriptions. However, 5G FWA itself dipped slightly from 7.50 million to 7.40 million users, indicating early volatility in the still-nascent category.

    Jio led the broadband brigade with 494.47 million subscribers, followed by Airtel (302.15 million) and Vodafone Idea (126.68 million), together accounting for a whopping 98.47 per cent of the market.

    Overall wireless subscriptions grew modestly by 0.17 per cent to 1.168 billion, with rural India contributing 0.38 million new users. Urban wireless teledensity climbed to 124.91 per cent, while rural teledensity inched up to 58.90 per cent. Wireline adoption in rural India saw a sharper surge of 10.44 per cent, albeit from a much smaller base.
    Who’s Winning the Race?

    .  Reliance Jio: 494.47 million broadband subs, 40.92 per cent mobile market share.

    .  Bharti Airtel: 302.15 million broadband subs, 33.61 per cent mobile market share.

    . Vodafone Idea: 126.68 million broadband subs, 17.61 per cent mobile market share.

    Jio also led wireline subscriber additions with 1.28 million new connections, while Vodafone Idea continued to see a decline of over 1.35 lakh users in the wireline segment.

    Indians are clearly still keen to keep their digits. 14.03 million MNP requests were made in May alone. Uttar Pradesh (East) topped the chart with 115.77 million cumulative porting requests, followed by Maharashtra at 92.72 million.

    Out of the total 1.161 billion mobile subscribers, 1.08 billion were active as per VLR (Visitor Location Register) data about 93 per cent. BSNL had the lowest active subscriber rate (63.73 per cent), while Reliance Communications registered a perfect 100 per cent, albeit on a very small base.

    With over 85.36per cent teledensity nationwide and close to a billion broadband users, India’s telecom story continues to evolve rapidly. But the future lies beyond just numbers, rural wireline expansion, M2M growth (now at 73.91 million connections), and the true test of 5G fixed wireless adoption could be the next chapters in this digital saga.

    So, whether it’s smartphones in metros or landlines in tier-3 towns, India’s telecom tune is still playing and the country’s clearly not hanging up any time soon.

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  • Indian households embrace the telecom multiplay game

    Indian households embrace the telecom multiplay game

    MUMBAI: India’s appetite for bundled telecoms services shows no signs of slowing, with multiplay service revenue expected to waltz from $2.4bn in 2024 to a handsome $3bn by 2029, growing at a steady 4.2 per cent annually, according to analytics firm GlobalData.

    The country’s telecoms operators are engaged in a fierce tango for customers, laying fibre-optic cables faster than monsoon flooding as they tempt households with bundled services that promise both convenience and cost savings.

    Double-play packages—typically pairing broadband with unlimited voice calls—currently dominate the landscape, accounting for a hefty 78.4 per cent of multiplay subscriptions. Triple-play bundles trail at 12.2 per cent, with the premium quad-play offerings taking a modest 9.4 per cent slice of the pie.

    “Double-play services is currently the largest multiplay service category,” notes Sarwat Zeeshan, telecom analyst at GlobalData. “All major operators—Airtel, Jio and BSNL—are bundling unlimited telephony along with their basic fibre broadband plans.”

    Reliance Jio, for instance, offers unlimited calls along with unlimited data at speeds up to 30Mbps for a mere Rs 399 monthly—a proposition that has helped it shimmy into market leadership.

    While double-play will maintain its dominant position through 2029, triple-play subscriptions are expected to fox-trot ahead at a sprightly 16.6 per cent annually. Operators are wooing India’s vast pay-TV audience with packages that marry television, broadband and voice services, often throwing in access to streaming platforms as a  bonus.

    Bharti Airtel’s Rs 699 “Black” plan exemplifies this trend, bundling fibre broadband with television channels worth Rs 260, subscriptions to more than 18 streaming apps, and unlimited landline calls—a veritable smorgasbord of digital delights.

    In this high-stakes dance of telecommunications, Reliance Jio currently leads the pack, with Bharti Airtel following closely behind. Jio’s dominance stems largely from its extensive fibre network, which allows it to transition customers to bundled services with the smoothness of a well-rehearsed ballroom routine.

    As India’s digital transformation continues its merry jig, the multiplay market appears poised for a lively performance in the years ahead.

  • Sponsorships yielding better results during IPL – CrispInsight’s eDART-IPL24 study

    Sponsorships yielding better results during IPL – CrispInsight’s eDART-IPL24 study

    MUMBAI: A new research report has revealed that throwing cash at just traditional TV spots during the IPL might not be the most effective way to go if an advertiser wants to hop onto this high impact property.

    The eye-opening study from CrispInsight’s eDART-IPL24, in partnership with Kadence International, suggests brands would be better off plumping for sponsorships and stadium branding rather than just splurging on conventional commercials  alone without any connect with what’s going on in the game or or in the studio.

    “Sponsorships and strategic brand placements are proving to be just as powerful, if not more, than traditional advertising in high-impact events like IPL,” declared CrispInsight founder Ritesh Ghosal, who’s clearly not one to mince words.

    Despite over 100 brands scrapping for eyeballs during last year’s tournament, only a handful – Jio, Tata Group, Slice, BKT, and Paytm – aced it with top-of-mind recall. The kicker? None relied on just traditional telly commercials to make their mark.

    The report exposed a gaping disconnect between GRP (gross rating points) spend and actual brand recall. While Dream11 led the pack with a 37.7 per cent recall from 1,730 GRPs, some big spenders found themselves caught behind – gutka brand Vimal splashed out on 3,016 GRPs but limped home with a measly 2.4 per cent recall.

    “IPL is one of the most competitive advertising platforms,” noted Aman Makkar of Kadence International. “Standing out requires more than just high ad spends.”

    With IPL ad rates now requiring the GDP of a small nation, savvy marketers are discovering that non-FCT strategies – team sponsorships, on-screen placements, and stadium branding – keep brands in the spotlight long after the commercials fade to black.

    As the 2025 season looms large, the message is crystal clear: it’s not about how much money you throw at the IPL – it’s about where you pitch it.

  • Jio hops onto SpaceX’s StarLink bandwagon close on the heels of Airtel

    Jio hops onto SpaceX’s StarLink bandwagon close on the heels of Airtel

    MUMBAI:  In a strategic move that follows arch-rival Airtel’s recent partnership, Jio Platforms has entered into an agreement with SpaceX to offer Starlink’s satellite internet services to Indian customers.

    The agreement, announced Wednesday, will see India’s data traffic heavyweight join forces with the world’s leading low Earth orbit satellite operator in a partnership that promises to reach even the most remote corners of the subcontinent.

    “This deal isn’t just about connecting the unconnected—it’s about transforming digital access,” says an industry analyst. “With Airtel and now Jio partnering with Starlink, SpaceX has strategically orchestrated its entry into one of the world’s most competitive telecom, internet and data delivery markets.”

    Jio’s retail network will soon showcase Starlink equipment alongside installation and activation support, creating a significant expansion of connectivity options that complement existing JioAirFiber and JioFiber services.

    Mathew Oommen, group chief executive at Reliance Jio, emphasized the company’s mission to provide “affordable and high-speed broadband” to all Indians, while Gwynne Shotwell, president and chief operating officer of SpaceX, expressed enthusiasm about the partnership—pending government authorisation. “We are looking forward to  to provide more people, organisations and businesses with access to Starlink’s high-speed internet services.”

    The satellite internet competition has intensified in India, with both telecom giants now aligning with Elon Musk’s constellation. Industry watchers suggest this competition could revolutionise connectivity across rural India, where terrestrial infrastructure has traditionally been inadequate.

    Beyond immediate internet provisions, both companies are exploring additional collaborative ventures to boost India’s digital ecosystem in what Oommen described as “this AI-driven era.”

    For millions of Indians lacking reliable internet access, these satellite partnerships promise to be a significant breakthrough—one that now has not just one, but two major telecom providers driving forward.

  • Reliance Communications comprehensive loses amount to Rs 2,068 crore in Q3

    Reliance Communications comprehensive loses amount to Rs 2,068 crore in Q3

    MUMBAI: Reliance Communications Ltd (RCom.), once a dominant force in the Indian telecom sector, continues its painful spiral into financial oblivion. The latest Q3 FY25 results make for grim reading, with deepening losses, shrinking revenues, and an insolvency process that looks more like a never-ending courtroom drama. The company, under corporate insolvency resolution since 2019, posted a staggering net loss of Rs 2,068 crore for the quarter ending 31 December 2024, further extending its financial nightmare.

    But is there a miracle in sight? Or is RCom. doomed to be a cautionary tale in corporate history?

    Standalone Results

    RCom.’s revenue from operations in Q3 FY25 stood at Rs 65 crore, marginally slipping from Rs 66 crore in the previous quarter. Compared to Rs 71 crore in the same period last year, the company seems to be on a never-ending treadmill-moving, but going nowhere. The nine-month revenue isn’t offering much comfort either, standing at Rs 206 crore, a dip from Rs 220 crore in FY24. With operations at a standstill and no meaningful revenue streams, RCom.’s survival depends on asset monetisation. However, that process has been moving at the pace of a turtle on vacation.

    Consolidated Results

    RCom.’s financials for Q3 reveal a disaster unfolding in slow motion. If numbers could scream, these would be deafening.

    RCom.’s profit after tax (PAT) might as well be renamed loss after tax, as it posted a net loss of Rs 2323 crore for Q3 and a whopping Rs 6779 crore for the nine-month period. The losses are on autopilot, and there’s no emergency landing in sight. The EBITDA situation? Let’s just say it stands for “Empty Bucket DA”. There’s no sign of improvement, and the company continues to hemorrhage cash.

    Revenue from operations came in at Rs 87 crore for Q3, which, in telecom terms, is barely enough to keep the call centers running. The nine-month revenue stands at Rs 272 crore, proving that RCom.’s once-mighty earnings have taken a permanent vacation.

    If you’re an RCom. shareholder, consider looking away. The earnings per share (EPS) before exceptional items was (Rs 8.67) per share for Q3 and (Rs 25.10) per share for the nine-month period. After exceptional items? Let’s not even go there.

    To top it all off, the comprehensive loss for Q3 stood at Rs 2,373 crore, ballooning to Rs 6,878 crore for the nine-month period-because apparently, one kind of loss just wasn’t enough.

    The financial report reads less like a balance sheet and more like a horror novel. With no operational revenue and a debt mountain that refuses to shrink, the road ahead is looking rockier than ever.

    Discontinued Operations

    RCom.’s discontinued operations, including its wireless spectrum, towers, fibre, and media convergence nodes, continue to be the financial equivalent of quicksand. Despite being classified as “held for sale” since 2018, these assets remain unsold, haunting the company’s balance sheet like a ghost that refuses to be exorcised.

    The real horror story lies in the discontinued operations segment, where the company booked a massive provision of Rs 1,840 crore towards license and spectrum fees, sending the total net loss soaring to Rs 2,068 crore. For the nine-month period, RCom.’s total losses ballooned to Rs 6,012 crore, with discontinued operations contributing Rs 5,874 crore in losses. If you’re looking for signs of improvement, well, there aren’t any-the loss for the same period last year was Rs 6,232 crore.

    The segment’s revenue was a pathetic Rs 3 crore, against expenses of Rs 160 crore, leading to a Rs 156 crore loss. Making matters worse, the company has not accounted for interest on loans amounting to Rs 1,327 crore for Q3, further distorting its actual financial position.

    Debt and Insolvency

    RCom.’s financial position is about as stable as a house of cards in a hurricane. The company has defaulted on both interest and principal payments for years. Its total debts now exceed total assets, with a debt-to-assets ratio of 1.02. Net worth? Completely wiped out, standing at a shocking negative Rs 68,490 crore as of December 31, 2024.

    The insolvency resolution process remains stuck in legal limbo, with creditors desperately waiting for some sort of recovery. But with Supreme Court and NCLT hearings stretching on indefinitely, they might be waiting for a long, long time.

    Segment-wise performance

    . Telecom services: With just Rs 65 crore in revenue, the core business has all but collapsed. The segment continues to operate at a loss, and there’s no revival plan in sight.

    . Infrastructure and enterprise solutions: This segment is in hibernation mode, waiting for the insolvency proceedings to play out.

    .  Discontinued operations: The spectrum, towers, and fibre assets remain stranded, with no buyers in sight, making them a financial black hole.

    With no revenue growth, no operational revival, and mounting liabilities, RCom.’s future looks about as promising as a sinking ship without a lifeboat. The resolution process remains entangled in legal battles, and the much-needed asset sales haven’t made any progress. Creditors are frustrated, and shareholders have zero hope of recovery.

    Unless a miraculous acquisition or restructuring deal materialises, RCom. is likely to become a footnote in India’s corporate history-a grim reminder of how unchecked expansion, debt mismanagement, and regulatory battles can sink even the biggest players.

  • Prasar Bharati’s Waves OTT now on Jio Stores, expanding Indian content access

    Prasar Bharati’s Waves OTT now on Jio Stores, expanding Indian content access

    MUMBAI: In the bustling streets of Mumbai, where skyscrapers narrate tales of ambition, one name consistently towers above the rest—Mukesh Ambani.

    The maestro of business expansion has struck again, this time joining forces with Prasar Bharati, India’s cherished custodian of cultural narratives.

    In a move that seamlessly blends legacy with technology, the public broadcaster’s OTT platform, Waves, now graces the Jio Store shelves, promising a cinematic journey through India’s heart and heritage.

    Imagine the allure: archives of Doordarshan’s golden era, the timeless melodies of All India Radio, and an array of fresh originals—all a tap away for millions of Jio users. This partnership isn’t just about streaming content; it’s a bridge connecting India’s storied past with its digital future, hand-delivered by Ambani’s ever-expanding empire.

    Is there a realm Mukesh Ambani doesn’t touch? It seems unlikely, as Jio continues to rewire how India consumes entertainment, one milestone at a time.

    Since its launch, Waves has rapidly garnered attention, amassing over one million downloads and positioning itself as a premier destination for Indian audiences. With this collaboration, Waves takes a strategic leap to become accessible across all Jio devices, leveraging the telecom giant’s expansive reach and connectivity.

    Imagine how India’s rich cultural tapestry can now reach every corner of the nation? With Waves on Jio Stores.

    Waves offers something for everyone:

    . Original Content: Explore new fiction and non-fiction programming.

    . Legacy Programming: Rediscover classic shows from Doordarshan archives.

    . Live Events: Stream real-time happenings from across the nation.

    . Gaming and E-Commerce: A unique blend of entertainment and interaction.

    . Nostalgia Features: Enjoy photo albums and magazines highlighting India’s heritage.

    This diverse lineup ensures that Waves caters to audiences of all ages and preferences. As the platform grows, its popularity underscores a collective demand for authentic Indian storytelling.

    Prasar Bharati CEO Gaurav Dwivedi expressed his optimism about this partnership, “We are thrilled to take Waves to the next level by making it available to Jio users. The platform has already received a fantastic response, and with Jio’s vast subscriber base, we are excited to introduce our diverse and compelling content, which includes – Nostalgia, Live Channels, Magazines, Photo Albums, etc., to even more homes.”

    A Jio spokesperson added, “We are excited to partner with Prasar Bharati to offer Waves to our users. This partnership offers a wider content offering to audiences at large and ensures that they are able to choose from the best.”

    Why does this partnership even matter?

    The inclusion of Waves on Jio Stores signifies a blending of modern technology with the cultural essence of India. It underscores Prasar Bharati’s mission to preserve India’s heritage while ensuring it resonates with contemporary audiences.

    From classic TV dramas to innovative new content, Waves aims to deliver a robust digital entertainment experience that celebrates India’s diversity.

    Are you ready to surf India’s cultural treasures with Waves?

     

  • GTPL: Investing in Q3 FY 2025 for growth

    GTPL: Investing in Q3 FY 2025 for growth

    MUMBAI: It has been a challenging year for the cable TV industry, with increasing pressure on their broadband operations from wireless operators like Jio, Airtel, and Vi. Cord-cutting continues to grow, alongside the rise of cord-nevers. This trend is likely to be reflected in the financial results of listed MSOs and DTH operators.
    Some of these challenges are evident in the results of one of India’s top MSOs, GTPL Hathway, although the company is investing for growth.

    The Anirudhsinh Jadeja-led group reported a 7.64 per cent growth in revenue for the third quarter ended 31 December 2024, reaching Rs 565.16 crore, compared to Rs 521.69 crore in the corresponding period of the previous year. The company spent Rs 14.93 crore on the purchase of project material (nil in Q3 ended 31 December 2023). Operating expenses rose significantly to Rs 441.70 crore (Rs 364.22 crore), while finance costs increased to Rs 6.6 crore (Rs 4.4 crore). These higher costs impacted the profit before exceptional items and tax (PBEIT), which declined to Rs 14.24 crore (Rs 25.91 crore).

    Despite a lower tax outgo of Rs 3.58 crore (Rs 13.83 crore), net profit fell to Rs 10.66 crore (Rs 19.13 crore). Total comprehensive income also decreased to Rs 10.69 crore (Rs 19.21 crore).

    The company declared in its investor presentation that its active cable TV subscribers and paying subscribers were at 9.6 million and 8.9 million in Q3 FY25 as against 9.4 million  and 8.7 million in Q3FY24 respectively. Its subscription income from CATV fell six per cent in Q3FY25 to Rs 211.2 crore (Rs 225.1 crore in Q3FY24), while its placement income rose 21 per cent to Rs 308 crore (Rs 254.2 crore in Q3FY24).

    Its content costs climbed 14 per cent  to Rs 382.4 crore in Q3FY25 from Rs 335.1 crore. GTPL Hathway’s EBITDA fell 14 per cent to Rs 65.4 crore in Q3FY25 from Rs Rs 75.7 crore in Q3FY24. 

    On the broadband front, its active subscriber base at 1,042,000  in Q3 FY25 showed an increase of 37,000 over the previous year’s corresponding quarters. Average revenue per user too rose by Rs 5 to Rs 465 in the same period. Its home passes were higher by 350,000 touching 5.95 million by 31 December 2024. 

    On a nine-month basis ending 31 December 2024, GTPL Hathway reported total income of Rs 1653.37 crore, up from Rs 1545.56 crore in the same period the previous year. However, expenditure on project material rose to Rs 21.70 crore (Rs 0 in the previous year’s comparative period). Higher operating expenses at Rs 1196.57 crore (Rs 1087.1 crore) and increased finance costs (Rs 15.61 crore vs Rs 11.55 crore) led to a lower PBEIT of Rs 53.48 crore (Rs 90.07 crore). Net profit after tax fell to Rs 39.65 crore, compared to Rs 66.29 crore.

    During the current quarter, GTPL sold its entire 61 per cent  equity stake (12,200 shares) in its subsidiary GTPL Bansidhar Telelink for Rs 0.12 million. Additionally, it entered into a share transfer agreement to acquire the remaining 49 per cent stake (1,00,000 equity shares of Rs 10 each) in its subsidiary GTPL Vision Services from existing shareholders for Rs 1131 per share, totaling Rs 113.10 million.

    The company clarified that revenue from operations includes projects executed by the group, amounting to Rs 7.6 crore for the quarter and nine months ended 31 December 2024, compared to Rs 41.64 crore for the same periods in the previous year and the year ended 31 March 2024.

  • 87 of India’s best modern marketing campaigns honored at MMA Smarties

    87 of India’s best modern marketing campaigns honored at MMA Smarties

    Mumbai – MMA Global India unveiled the winners of the 13th edition of Smarties India 2024 at a glittering gala event in Mumbai on 11 October, recognizing the country’s most impactful and innovative marketing campaigns. These campaigns have demonstrated exceptional creativity, strategic brilliance, and measurable business impact across various industries. With 87 total metals given including 10 most prestigious industry awards, SMARTIES India continues to set new benchmarks in marketing excellence.

    SMARTIES winners are ranked on the Business Impact Index developed in collaboration with WARC, which highlight the top brands, agencies, publishers, media agencies etc per the true business impact they created through their campaigns. Winners are also now certified in partnership with RECMA, the leading media agency research organization, ensuring that they are recognized in globally acclaimed platforms.

    This year’s awards showcased outstanding work across diverse categories ranging from FMCG, OTT, retail, BFSI to technology, B2B and more. Among the top categories this year were AI Marketing, Connected TV, Creator/Influencer Marketing, Brand Experience and emerging tech categories all reflecting the industry’s rapid shift towards technology-driven and consumer-centric strategies.

    MMA APAC & Global Head, CEO Rohit Dadwal shared: “It’s always inspiring to see how creativity and data can come together to create truly remarkable campaigns. This year’s SMARTIES winners have done just that, embracing AI and new technologies to deliver results that speak for themselves. Congratulations to all the winners, and a big thank you to our jury chairs, jury and screeners for their hard work and dedication. As we recognize these achievements, I’m reminded of the critical importance of continually innovating and adapting in today’s fast-paced marketing landscape.”

    Grand Unveil of Smarties musical logo or ‘Mogo’

    MMA Global India also established the sonic identity of Smarties worldwide by launching the official Smarties musical logo or ‘mogo’ at the Gala. It was unveiled with a delightful performance by Rajeev Raja, and the mind behind the MMA-member company BrandMusiq that helped create the mogo. Not only does the mogo have a catchy ring to it, but also strong resonance with the distinguished values that Smarties represents. It drives the Smarties ethos of marketing excellence back home, and was very well received by the audience with its dynamic and impactful launch.

    Key partners for the event included ShareChat & Moj, Silverpush, Glance Advertising, Blis, Hybrid, and Storyboard18, amongst more.

    10 Industry Awards Given

    SMARTIES honored top performing brands, agencies and companies across categories recognising them as industry wins of the year.

    Grand Prix / Best in Show – Gatorade Turf Finder

    Most Resilient Brand of the Year – Olay

    Advertiser of the Year – Mondelez India Foods Pvt. Ltd

    Brand of the Year – Cadbury Celebrations

    Publisher of the Year – Amazon Ads

    Media Agency of the Year – Wavemaker India

    Creative Agency of the Year – Leo Burnett India

    Digital Agency of the Year – Interactive Avenues & Performics India

    Holding Agency Company of the Year – WPP India

    The jury was led by three esteemed jury chairs – Shailendra Katyal, Managing Director of Lenovo; Deepika Bhan, President – Packaged Foods, Tata Consumer Products; and Rohit Bhasin, MMA India Board Member; President, Head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank.

    Tata Consumer Products president – Packaged Foods, & Smarties Jury Chair Deepika Bhan said: “As a jury chair, it was a privilege to witness the extraordinary caliber of work submitted. In an era where innovation and consumer engagement are key, these campaigns showcased the true potential of creativity combined with data to drive significant business results in the FMCG sector.”

    Key Trends Highlighted in Smarties India 2024:

    1    AI Marketing & Connected TV: These emerging categories saw a remarkable number of entries, indicating the industry’s growing focus on leveraging AI and new media to drive marketing innovation.

    2    Retail Media: As retail media continues to evolve, the winning campaigns demonstrated how brands are tapping into phygital experiences and omnichannel strategies to connect with consumers in meaningful ways.

    3    Creator/Influencer Marketing: This category remained a magnet for creative excellence, with campaigns that effectively engaged niche communities and built authentic connections through influencers and celebrities.

    MMA Global India Country Head and BOD Member Moneka Khurana shared her thoughts:
    “Congratulations to all the winners of SMARTIES India 2024. The campaigns we’re celebrating are truly shaping the future of marketing excellence. Each winner showcases the very best of not only creativity and innovation but true business impact. At MMA, we’re committed to a future proof showcase of campaigns that empower marketers and brands to continue driving digital maturity and transformation at scale in our rapidly evolving industry.”

    The gala was preceded by Smarties Unplugged to decode the future of marketing excellence witnessed within the work submitted at Smarties, a pre-gala conference that saw thought leaders discussing AI marketing, creative tech, and the evolving consumer mindset in the digital age. It was a day well spent with sessions and masterclasses that inspired attendees with actionable insights on shaping the future of marketing.

    Jury Highlights

    Lenovo & Smarties Jury Chair, managing director, Shailendra Katyal remarked: “Judging the SMARTIES entries this year reinforced the importance of integrating technology into every aspect of marketing. The winning campaigns stood out for their ability to seamlessly blend creativity and technological advancements, especially in categories like AI Marketing and Connected TV. These campaigns represent the future of marketing excellence and set high standards for the year to come.”

    The diverse pan-industry selection jury comprised leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, amongst many.

    The final set of deliberations spread over a 3-day enriching jury meet to decide on the metals by our marketer-only jury comprising diverse categories represented by marketers from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more; with Kantar, serving as the official jury observer, ensuring the highest standards in evaluation.

    Embed: Explore the full jury roster here.:

    Here are the winners:

     

    Award Sub Category

    		 Gold

    Silver

    Bronze

    PURPOSE DRIVEN MARKETING

    Brand Purpose / Activism

    Gatorade Turf Finder – PepsiCo (Leo Burnett India)

    Meet AI-SHU – P&G (PG One)

    YiPPee Create Magic – ITC Ltd (Interactive Avenues)

    Social Impact Marketing

    LULUMELON EOSS – HDFC Bank (FCB Kinnect)

    Castrol Pragati Ki Paathshaala – Castrol (Mindshare India)

    Google Search “Bolne Se Sab Hoga” – Google Search (EssenceMediacom)

    &

    Gatorade Turf Finder – PepsiCo (Leo Burnett India)

    Diversity & Inclusion

    Meet AI-SHU – P&G (PG One)

    EatQual Colours – Hardcastle Restaurants (DDB Mudra)

    Google Search “Bolne Se Sab Hoga” (EssenceMediacom)

    &

    #ItAllStartsWithAName – Tata Starbucks (Wavemaker India)

    MARKETING IMPACT

    Brand Experience

    Gatorade Turf Finder – PepsiCo (Leo Burnett India) & Cadbury Silk Story of Us – Mondelez India (Wavemaker India)

    NA

    Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India)

    Instant Impact / Promotion

    ITC Masterchef’s Snacking Revolution – ITC Ltd (Performics India)

    The RAZORPRENEUR Challenge – Bombay Shaving Company (Revolio)

    &

    Halloween Hacks – Perfetti Van Melle (Wavemaker India)

    KitKat – Snap In Half – Nestle India (Eleve Media)

    Customer Journey Marketing

    A surprise for 8 Billion People – Mondelez India (Wavemaker India)

    LEGO launches lifted market share – LEGO

    &

    Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India)

    SIWO: Turning speechless India into Playful India – Mondelez (Wavemaker India)

    Product and / or Service Launch

    Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India)  & CaratLane Service Launch – CaratLane (BBH India)

    NA

    LEGO launches lifted market share – LEGO

    Real-Time Marketing

    Ghar Ek Mauka Ek – UltraTech Cement (Mindshare India)

    Thums Up Utha Apni Side Bata – Coca-Cola (EssenceMediacom)

    Gatorade: Turf Finder – PepsiCo (Spark Foundry Publicis Media)

    Small Budget Big Impact

    Gatorade: Turf Finder – PepsiCo (Spark Foundry – Publicis Media)

    Innovative Use of Paid Search – Tata Motors Commercial Vehicles (Havas Media India Private Limited)

    Pediasure: Nurturing Healthy Growth for Children – Abbott Healthcare Pvt Ltd (Starcom)

    IMPACT MEDIA

    Omnichannel Marketing

    Oreo Bola Mat Bol (Oreo says don’t jinx it) – Mondelez India (Wavemaker India)

    Your Stage; Your Story – Coca-Cola India (EssenceMediacom)

    #ThisAdIsMyStore Lights Up Diwali for Homepreneurs – Mondelez India (Wavemaker India)

    Cross Digital Media Marketing

    Cadbury 5Star Nothing University – Mondelez India Pvt. Ltd. (Wavemaker India)

    SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India)

    When India had its #fingerscrossed!- Nestle India (Zenith Media)

    &

    Truly ‘Open’ By Axis Bank Axis Bank (Performics India)

    Social Media Marketing

    When GenZs took a breaking love break! – Nestle India (Zenith Media)

    Offline (OOH) to Online (Social) Search Movement – Google Search (EssenceMediacom)

    Squeezing back the summer fun – PepsiCo India (Leo Burnett India)

    Creator / Influencer / Celebrity Marketing

    Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India)

    Karan ‘Badtameez’ hai_Amazon miniTV show launch – Amazon miniTV (SoCheers)

    &

    Doctors Day – Hopes restored, heroes honoured – Sun Pharmaceuticals (Wavemaker India)

    How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India (Wavemaker India)

    Gaming, Gamification & E-Sports

    4th Umpire – Britannia Industries Ltd (Schbang)

    Multi-Screen Reality drives dividend for Domex – Hindustan Unilever (Mindshare India)

    ConFUSEing Controller -Game On, Parents Off: The S – Mondelez India (Wavemaker India)

    EMERGING TECH MARKETING

    Data Insights / Contextual Marketing

    Gatorade Turf Finder powered by Google Maps – PepsiCo India Holdings Pvt Ltd (Leo Burnett India)

    India’s 1st Voice Enabled brand experience on OTT – Google Search (EssenceMediacom)

    Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India)

    &

    Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India)

    Connected TV

    Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India)

    Banega Toh Badhega India – AsIndiaBuildsIndiaGrows – UltraTech Cement Ltd (Mindshare India)

    Fire TV Drives Brand Uplift for a L’Oréal Launch – L’Oréal (Wavemaker India)

    Programmatic

    #MyBirthdaySong a Personalized AI Symphony – Mondelez India Pvt. Ltd. (Wavemaker India)

    Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India)

    1947 per cent more history – Britannia Industries Ltd (Talented Agency)

    E-COMMERCE MARKETING

    Integrated Ecommerce Innovation & Live Streaming

    		 NA

    LEGO launches lifted market share by 53 per cent @23X RoI – LEGO

    &

    Building EV category on Amazon: Achieving 77x ROAS – Hero MotoCorp.)

    Engaging Baby Audiences: Baby & Toddler Store – Himalaya Wellness Company

    O2O / New Retail / Innovative & New Tech Sales Channels

    Co-creating festive campaigns on Quick Commerce – Mondelez India Foods Pvt. Ltd. (Wavemaker India)

    Blinkit Single Mode x Erase Valentine’s Day – Mondelez India Foods Pvt. Ltd. (Wavemaker India)

    Reshaping the EV landscape – Matter EV (Flipkart)

    CREATIVE

    Customer (CX) / User Experience (UX) & Design

    Cadbury Silk Story of Us – Mondelez India Pvt. Ltd. (Wavemaker India)

    Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)

    Ultimate Gaming SetUp: A Multi-Brand Success Story – Intel
    Personalization

    Royal Stag: A Billion Films for a Billion Fans – Pernod Ricard India Private Limited (Wavemaker India)

    SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India)

    		 NA

    Short or Long Form Video

    How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India Pvt. Ltd. (Wavemaker India)

    Meet AI-SHU – Your New STEM Mentor – P&G (PG One)

    Google Search – Dhoondege Toh Milega – Google India (Toaster India)

    &

    Castrol MAGNATEC – The Bombay Journey – Castrol (Mindshare India)

    AI MARKETING

    AI-Powered Audience Engagement

    Join The Copverse – Prime Video’s AI adventure – Amazon Prime Video (Interactive Avenues)

    Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)

    #Riseupfrombeingfriendzoned with Pepsi – PepsiCo (Spark Foundry, Publicis Media)

    Innovative Use of AI in Advertising

    Dark Fantasy – Biting into a million fantasies – ITC Ltd. (Interactive Avenues)

    Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India)

    1947% more history – Britannia Industries Ltd (Talented Agency)

    &

    Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers)

    AI-Driven Creative Excellence

    Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)

    Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India)

    SIWO: Turning speechless India into Playful India 0 Mondelez India (Wavemaker India)

    &

    Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers)

    Next Stop: Smarties Global

    The India winners now move on to the regional and global SMARTIES stages, competing alongside campaigns from over 45 countries, with 10,000+ global entries vying for top honors in modern marketing excellence.

  • Anil Jayaraj joins Jio Home Digital Services as president

    Anil Jayaraj joins Jio Home Digital Services as president

    Mumbai: Jio has appointed Anil Jayaraj as the president of its Jio Home Digital Services division. Jayaraj previously served as CEO of Viacom18 Sports and brings with him a wealth of experience, spanning over 30 years in marketing, sales, and business development.

    His career trajectory includes significant stints at industry-leading organisations like Star Sports, Castrol, Pidilite, and BP, where he honed his advertising sales and revenue generation skills.

    Jayaraj will report to managing director Pankaj Pawar and is expected to drive the growth of Jio Home Digital Services, a key segment in Reliance Jio’s overall business strategy. His expertise in the sports and entertainment domains, particularly his success in driving revenue for major sporting events like the Indian Premier League (IPL) during his time at Star Sports, will likely be invaluable as Jio continues to strengthen its presence in digital services and home entertainment.