ITV

Tag: Rathi Gangappa

  • Agencies must connect, not just communicate, say industry leaders at Goafest 2025

    Agencies must connect, not just communicate, say industry leaders at Goafest 2025

    MUMBAI: Goafest 2025’s marquee session, ‘Ignite The Shift’, powered by Hindustan Times and Amar Ujala, staged a spirited conversation on marketing’s evolving ecosystem. The panel, titled “Merging Boundaries: From Placement to Partnership”, brought together five sharp minds—Google India director – marketing partners Satya Raghavan, Starcom India CEO Rathi Gangappa, JioStar head of revenue, entertainment & international Ajit Varghese, Tata Commercial Vehicles CMO Shubhranshu Singh, and moderator Omnicom Media Group India group CEO Kartik Sharma—for a high-voltage discussion on what defines partnership, performance, and brand-building in 2025.

    Opening the session with nostalgic candour, Sharma remarked, “Media was once a business of placement; now it’s a business of partnership”. He added that today’s agencies juggle multiple hats—from storytellers and influencers to data miners and tech integrators.

    Gangappa drove the point home: “It’s no longer innovate or die—it’s connect or die”. She called on agencies to shift from delivering solutions to forging seamless partnerships. “Partnerships today are about connecting the dots—storytelling, media, commerce, influence, even loyalty—and doing it all with intelligence and empathy”.

    Varghese reinforced that clients today demand more, “Agencies now invest in first-party data and tech stacks, stitching solutions across OTT, mobile, and CTV”. From integration to insight, agencies, he said, must become navigators across a complex media map. “Clients expect segmentation, measurement, and execution to be interlinked. When they demand precision, we bend backwards”.

    Raghavan added flair with an Avengers analogy. “The agency is literally the CMO’s superpower”, he joked. “In today’s marketing universe, consumers flit between universes—Youtube, search, Shorts, and shopping. Pinpointing them with the right message at the right moment is the challenge—and technology is the bridge”.

    Singh brought it back to brand belief, “Separating performance from brand-building is a disservice”. He warned against the trap of short-termism. “If everything is dictated by last-click logic, brands lose soul. Media must also create scale and salience”.

    The panel echoed a shared frustration with how measurement obsession has stifled creativity. Singh recalled, “We’ve become a business of attribution. But not everything valuable is measurable”. Raghavan nodded, saying that AI should empower creativity, not constrain it. “We’re now designing better razors, not just machines that shave you”.

    As the session closed, Sharma fired a rapid question: “What are you doing today that would’ve sounded crazy five years ago?”

    Raghavan shared that Google India had built an internal martech platform just for partner enablement. Varghese said he uses AI to ideate around obscure marketing days like “World Menstrual Hygiene Day”. Singh, meanwhile, said it’s time to rename the agency itself. “The term ‘media agency’ no longer fits. We’re something more”.

  • Frodoh partners with Jeep for maiden CTV campaign

    Frodoh partners with Jeep for maiden CTV campaign

    Mumbai: Fast-growing ad tech firm Frodoh partnered with Jeep for the first-ever Connected TV (CTV) campaign that delivered exceptional results with a staggering 97 per cent video completion rate and an astounding 11,700 QR scans. Conceptualised and crafted by Starcom India part of Publicis Groupe India, this innovative campaign featured a video of Indian actor Hrithik Roshan, enhanced with an inverse L-skinner that integrated a smart QR code.

    Leveraging Frodoh’s cutting-edge inverse L-skinner which maximises screen visibility and user attention, the campaign integrated a QR code with the Jeep Wrangler branding. The ad strategically targeted over a million households across India’s top 10 metros, though the prominence on HSM was to be heavy. The premium and affluent audience profile of CTV viewers who interacted with the campaign further reinforced the effectiveness of the targeting strategy. The campaign was also extended to mobile devices to maximise reach and frequency, allowing for seamless cross-platform engagement.

    Speaking on the partnership Jeep India brand director Kumar Priyeshmn said, “Jeep Brand has always stood out for our brave and innovative approach towards advertising, and our latest campaign in collaboration with Frodoh and Starcom was no different. This pioneering CTV campaign for Jeep Wrangler pioneering the use of CTV and QR technology, reported outstanding results and hence demonstrate the power of new ad technologies in reaching and engaging our target audience, and we continue to look forward to exploring more such cutting-edge opportunities in the future.”

    “We are thrilled to have partnered with Jeep and Starcom for a campaign that has witnessed significant success. The metrics speak volumes about the potential of integrating smart technology mediums such as CTV that enable us to deliver highly targeted campaigns, creating further value for the brand.” Frodoh founder and CEO Russhabh R Thakkar added.

    Speaking on the campaign, Starcom India CEO Rathi Gangappa said, “At Starcom, our mission is to ‘Move People, Move Business,’ and this pioneering Connected TV campaign for Jeep is a testament to that philosophy. Utilising Frodoh’s advanced technology, we crafted an engaging and impactful brand experience that resonated deeply with our target audience. Achieving a remarkable 97% video completion rate and 11,700 QR scans highlights the success of our strategic approach in leveraging media, data, and technology. We are proud to have delivered such outstanding results and set a new benchmark in the AdTech industry with this innovative campaign.”

    Starcom India COO Niti Kumar further added, “We are proud to have successfully executed this innovative Connected TV campaign. The strategic collaboration between Frodoh and Jeep Wrangler, facilitated by Starcom India, demonstrates the powerful capabilities of Connected TV for delivering impactful advertising. This campaign’s success also highlights the potential of Connected TV in reaching and engaging premium audiences. We eagerly anticipate driving similar groundbreaking campaigns in the future.”

    With this latest campaign, Frodoh World and Jeep exemplify the growing importance of interactive elements in CTV advertising. 

  • Jeep India & Publicis Media launch show ‘Jeep Bollywood Trails’

    Jeep India & Publicis Media launch show ‘Jeep Bollywood Trails’

    MUMBAI: Jeep India & Publicis Media in a partnership today announced the launch of a television show Jeep Bollywood Trails, which will be aired on AXN, Max HD and will stream on Sony Liv starting 25 January 2020.

    Jeep Bollywood Trails is a travelogue, redefining India through Bollywood lens covering the famous locations & landscapes. The show features eminent Bollywood directors who narrate their stories through these locations & elaborate on what makes these spots iconic.

    The show also positions the legendary JeepSUV as the ultimate travel-machine, cruising effortlessly through the rugged hinterlands to reach bookmarked Bollywood locations. The show is powered up by Publicis Media’s Content Practice which executed the project end-to-end.

    Every place tells a story.  The show features a stellar list of film-makers such as Imtiaz Ali, Rohit Shetty, Raju Hirani, Nitesh Tiwari among others who relive the film experiences of the past, encapsulating their fondness for a particular location. The format is a richly-packed travelogue –featuring an eclectic mix of culture, lifestyle, music & adventure. 

    Jeep India head of marketing & PR Rahul Pansare said,  “Brand Jeep believes in taking the road less travelled and has explored innovative ideas to create enriching & evocative brand experiences. Jeep Bollywood Trails is a breakthrough, an incredibly exciting concept that channelizes the sheer firepower, passion & energy of the brand Jeep. It is the ultimate Bollywood journey with Jeep, which allows every viewer to relive the passion and adventure that stars experience across the myriad rich and vibrant filming locales. We thank Publicis Media & AXN for their efforts & contribution on this first-of-its-kind television property.”

    Starcom India CEO Rathi Gangappa said, “We are delighted to be at the forefront of this innovative & exciting property for Jeep. The Starcom HX approach is about human connections—experiences that people love and actions that brands need. Jeep Bollywood Trails is a big step in the same direction. The show is sure to be a resounding success among viewers, amplifying viral conversations & brand messaging and increasing the overall followership and popularity of the Jeep.”

    Publicis Media India content lead Urvashi Khanna said, “Jeep Bollywood Trails, in terms of creative execution & production quality surpasses the best travel & exploration shows. The show goes beyond brand integration, it’s a creative rendition of the brand pillars- adventure, freedom, passion, and authenticity. AXN was an obvious choice as the show fits the channel’s philosophy really well. We are looking at 360- degree brand promotion; the ideas are really innovative and first of its kind, to maximize the buzz around the show.”

  • Starcom appoints Anil Shankar as vice president, digital media solutions

    Starcom appoints Anil Shankar as vice president, digital media solutions

    MUMBAI: Starcom India has announced the appointment of digital leader Anil Shankar as its vice president, digital media solutions.

    Shankar has more than 16 years of experience in digital marketing and technology working across digital media platforms. He most recently served as lead of Programmatic Sales Nationally at Times Internet and has also worked with leading media companies such as WPP, GroupM and Affle. Shankar has a proven track record of building and developing high performing digital teams and solutions ranging from full funnel data-led planning  to measurement, attribution and monetization. His experience spans across verticals such as consumer goods, financial services, telecommunications and E-commerce.

    Starcom India CEO Rathi Gangappa says, “We are delighted to have Anil join us. He brings a wealth of digital expertise, strong leadership and new perspectives to Starcom and will lead our overall digital agenda, vision and offering. His extensive experience across agency, client and publisher ecosystems makes him an invaluable asset. Anil is passionate about Starcom’s Human Experience approach,  future-facing work streams and culture of collaboration. He will add tremendous value to our clients.”

    Shankar adds, “These are thrilling times. We have merely scratched the surface of digital possibilities. From banners to big data, big screens to mobile screens, even our smallest of towns are getting digitally equipped. This makes India the most exciting digital market in the world. I am confident that Starcom’ s robust client portfolio, talent, infrastructure with strong technology and programmatic solutions will surely help in further deepening the client’s confidence.”

  • Rathi Gangappa joins Starcom India as CEO

    Rathi Gangappa joins Starcom India as CEO

    MUMBAI: Media agency Starcom has appointed Rathi Gangappa as chief executive officer in India. The announcement comes while the world is celebrating Women’s Day today.

    Gangappa comes with a wealth of over 20 years experience in media and brand communications with rich digital and data expertise. She has navigated key leadership roles requiring a fine balance of strategy and execution in complex cross-cultural environments, driving transformation programmes, building capability and nurturing talent spanning media strategy, innovation, sponsorships, digital, mobile and social media marketing. 

    Rathi Gangappa says, “I am very excited to join Starcom, especially at a time when the agency has gained so much momentum. Starcom’s human experience focus connects human values with brand objectives, delivering seamlessly integrated communications. I look forward to driving business results for clients and adding to the Starcom culture of innovation and collaboration. It has a wonderful set of clients both locally and globally and a really strong backing of Publicis Media.”

    Gangappa’s last role was as COO at MediaCom, where she was in charge of day to day operations and managing key client relationships across Mumbai, Delhi and Bangalore. Her past stints also include Vodafone, Onmobile Global Ltd, Maxus and Lowe Lintas.

    Publicis Media India CEO Anupriya Acharya adds, “We’re delighted to have Rathi join us. Her immense experience across agency, client and publisher ecosystems and demonstrated capabilities across the entire gamut of marketing and brand communications is exemplary. She shares our view on the consumer journey being ever-evolving and the challenges it poses to brands and is passionate about Starcom’s human experience approach. She will no doubt be an asset and will add value to our clients and people alike.”

  • MediaCom appoints Rathi Gangappa as head west

    MediaCom appoints Rathi Gangappa as head west

    MUMBAI: MediaCom has brought on board Rathi Gangappa as head west.

     

    She will report to MediaCom India MD Debraj Tripathy and will oversee P&G along with rest of the west businesses that include the VW group, HRI, Vespa and others.

     

    Tripathy said, “I am delighted to welcome Rathi to the MediaCom family. I am confident her varied experience across organisations, both agencies and advertisers, and across categories will help us deliver greater value to our clients. I wish her the very best for a long and enriching career with MediaCom”

     

    Prior to joining Mediacom, Gangappa was at Vodafone as the head of media and was subsequently in charge of developing Vodafone’s mobile marketing product. She has been instrumental in building Vodafone’s leading media identity and driving their strategic media solutions.

     

    Gangappa started her career in Lintas Media after which she moved to Maximize (now Maxus) when GroupM India was formed. In a career spanning over 18 years, Gangappa has worked with clients like Unilever, Hutch/ Vodafone, Tata Motors, Britannia and Walt Disney.

     

    Gangappa said, “I am excited to be joining the talented team at Mediacom and working with some of the most prestigious brands in India. MediaCom has been growing fast and has produced some of the best work in the industry. It is a challenge to keep up the pace and I am looking forward to it.”