Tag: Vijay Iyer

Criteo and Flipkart dial up Motorola’s buzz with data-driven ads

MUMBAI: Call it a smart move Motorola’s brand buzz just got a signal boost. In a bid to turbocharge its budget smartphone presence, Motorola teamed up with Flipkart Ads and global commerce media giant Criteo to launch a data-fuelled campaign that’s made noise for all the right reasons. Over a 13-month stretch, this retail media offsite strategy didn’t just work, it rang in results loud and clear.

Using Flipkart’s Product Performance Ads and Criteo’s Retail Media Offsite Solution, the campaign reached 110 million unique users, clocked over 1.1 billion ad impressions, and achieved a remarkable 34 percent engagement rate. But more than just vanity metrics, it translated into business results: an 18 percent rise in Share of Voice (SOV) for Motorola on Flipkart’s product pages.

The goal? To engage high-intent audiences not just on Flipkart, but across the wider internet and then lead them back to Flipkart’s app and website. With Criteo’s precision-targeting and Flipkart’s first-party data at play, the dynamic display ads served to 86 percent of the relevant audience base delivered a full-funnel marketing impact.

According to Motorola, marketing head, APAC Shivam Ranjan, “The collaboration has helped Motorola forge direct connections with more than 110 million high-intent users. The campaign’s performance validates our commitment to data-led storytelling and customer engagement.”

Flipkart Ads vice president and general manager Vijay Iyer highlighted the importance of the campaign’s closed-loop strategy: “Our Product Performance Ads helped Motorola scale up with high-impact re-engagement tactics using real-time performance data and audience intelligence.”

Meanwhile Criteo India country head Medhavi Singh called it a demonstration of “cutting through the digital clutter” with hyper-personalised engagement. She added, “The real-time insights and tight integration with retail platforms allowed us to tailor the messaging, improving visibility and conversions across every touchpoint.”

The partnership underscores a wider shift in digital commerce where data, not discounts, drive discovery. With the retail and e-commerce space becoming more crowded than ever, this campaign is a case study in how to get seen, heard, and remembered.

The success story signals a new era for Indian e-commerce marketing, one where personalised, offsite display ads could just be the main character in a brand’s growth narrative.

August 6, 2025
Amazon miniTV and Dot & Key join forces to deliver an integrated brand story to audiences across India

Mumbai: Amazon miniTV, Amazon’s free video streaming service, is delighted to announce its strategic collaboration with one of its long-term strategic advertisers – Dot & Key, organically integrating its popular sunscreen into its popular shows, including the widely acclaimed series Jamnapaar. Known for its gripping narrative and relatable characters, Jamnapaar has become one of the most loved shows on Amazon miniTV, ranking among the top 5 most viewed shows in India. Exploring themes of aspiration, self-identity, embracing one’s roots, and the significance of familial bonds, the series has deeply resonated with viewers nationwide, making it a perfect fit for Dot & Key to connect with its target audience.

The brand has had a long-standing association with Amazon miniTV, consistently engaging with a digitally savvy female audience, aged 18-34, with a high affinity for romantic and light-hearted content. The collaboration between Dot & Key and Amazon miniTV represents a broader strategy to create an immersive content experience for viewers. This strategic approach not only enhances brand visibility but also seeks to create a unique dimension, all while fostering a deeper connection with the audience. Apart from Jamnapaar, the brand has previously sponsored the hit series Badi Heroine Banti Hai, and this successful partnership is set to continue with several more shows launching later this year.

Commenting on the collaboration, Amazon Ads India director Vijay Iyer stated, “Dot & Key’s integration into Amazon miniTV shows reflects how brands can effectively reach their target audience through popular and engaging content. We look forward to fostering more such partnerships that provide significant value to our viewers and advertisers alike. By collaborating with leading brands like Dot & Key, we aim to create unique and memorable experiences for our audience while providing brands with effective avenues to connect with their target consumers.”

“Collaborating with Amazon miniTV for shows like Jamnapaar and Badi Heroine Banti Hai has been an exciting opportunity for us to showcase our products creatively, and we look forward to further strengthening this partnership in the coming years. This collaboration aligns perfectly with our mission to engage with consumers authentically and drive brand affinity in today’s dynamic digital landscape,” shared Dot & Key co-founder Suyash Saraf.

Spanning original web series, short films, internationally acclaimed shows, reality shows, and more, Amazon miniTV boasts a diverse and robust content library, available to stream for free within Amazon’s shopping app, on Prime Video, Fire TV, Smart TVs, or download the app from Play Store.

June 22, 2024
Lets get comfortable with the ‘Grey’: an invitation to marketers in the age of AI – Inspire, innovate, integrate with MMA Impact’ 2024

Mumbai – MMA Global India’s IMPACT Mumbai event concluded recently, and it was a huge success. The event took place on 24 April in Mumbai and focused on the impact of AI on marketing. It delivered a series of groundbreaking insights that redefined AI-driven marketing strategies and expanded the horizons of traditional marketing frameworks through new partnerships and insightful discussions. The event received industry-wide accolades for the cutting-edge quality of content and the stellar line-up of speakers who provided valuable insights to the attendees.

Key Highlights from MMA IMPACT Mumbai:

. Kickstarting with an inspiring address by Prasanth Kumar, MMA India Co-Chair & CEO, South Asia, GroupM, this session also featured Tushar Vyas, Chief Strategy Officer, WPP India & President, GroupM South Asia, moderated by Shibani Gharat, Anchor, CNBC – TV18. They dissected the AI adoption lifecycle, providing a clear pathway for marketers to evolve with AI-driven capabilities.

. Parul Bajaj, Managing Director & Partner, Boston Consulting Group, delivered a compelling keynote session on AI-Powered Marketing and Commerce. The session dove deep into how CMOs are thinking about AI, the highest impact AI-led use cases and the most critical factors that will be needed to succeed in this journey.

. A panel featuring Senior Marketers from HDFC Bank, Marico, DSP Mutual Fund, moderated by Devika Sharma, MMA India Board Member; VP and GM – India, InMobi, explored beyond conventional AI applications, showcasing how AI fosters deeper consumer connections and smarter experiences.

. Vijay Iyer, MMA India Board Member; Director, Amazon Ads India, illuminated the shift to Retail Media 2.0, emphasizing its transformative impact on marketing funnels and consumer interaction.

. Rohit Bhasin, MMA India Board Member; President and CMO, Kotak Mahindra Bank, articulated the strategic integration of AI in business practices. “AI is not just a technological upgrade; it is a paradigm shift in understanding customer intricacies and delivering on their expectations with unprecedented precision,” commented Bhasin.

. Rajeev Raja, Founder and Soundsmith, BrandMusiq, began his address with enchanting tunes, going on to then delve into the emotional dimensions of AI in sonic branding and highlighting its profound impact on digital consumer engagements.

. Experts from Nielsen, ITC, and India Today tackled the evolving metrics of media measurement in a ‘crumbling’ cookieless world, outlining the next steps for data privacy and accuracy with a tinge of humor.

. The session with AI Advisory members from Netcore Cloud, Tata Consumer Products, Microsoft, and JioAds and ReBid broke down real-world AI applications, offering tangible examples that underscore AI’s versatility across market sectors.

. A pivotal discussion on ethical AI deployment featured Marketing Leaders from Glassbox Ventures, Mondelez, House of Masaba, and Publicis Production, moderated by Pratik Gupta, MMA India Board Member; Founding Partner, Zoo Media, emphasizing the much-debated responsible AI use within marketing frameworks.

. Sunita Bangard, MMA India Board Member; Group Head – Consumer Insights and Brand Development, Aditya Birla Group, and leaders from Federal Bank, TATA AIA, Beam Suntory, Raymond, and EY outlined why marketers have a “seat at the table” in the growth of AI. This session have a cutting-edge perspective on the AI-marketer relationship in India – shedding light on how “marketers are evolving to media companies”.

. Leading practitioners of Generative AI from Affle, SAS, Haptik, and Accenture tackled frequently asked questions about GenAI. They provided clarity and actionable insights for marketers looking to adopt these tools, showcasing how AI will augment marketers rather than replace them.

Moneka Khurana, Country Head & BOD Member, MMA Global India, set a transformative agenda, encouraging the industry to get comfortable with the ‘grey’ .As she said in her opening remarks, “Let’s embrace the grey areas and ambiguity, as it is in these spaces where true innovation and wisdom lie. It might not be easy to do this alone, so the best way is to join hands and walk the path together, enabled through MMA communities and platforms like Impact. As we know, AI will continue to permeate our lives and be our co-pilot, with you being on the driver’s seat. At Impact, we debunk numerous myths, decode hard questions, and bolster confidence to navigate through uncertainties with collective intelligence. This allows us to see ambiguity as a growth opportunity, backed by a curated agenda to address deep-rooted aspects of how marketers can walk the talk and leverage it for business outcomes.”

AI is fundamentally reshaping the way we approach business. It’s not just enhancing our existing processes; it’s revolutionizing how we envision growth and success. With AI, we can make informed decisions that minimize costs and maximize efficiency. By integrating AI into our core strategies, we unlock unprecedented growth opportunities and move beyond traditional boundaries to discover new potentials in marketing and customer engagement.

As IMPACT Mumbai 2024 drew to a close, participants left not just with enhanced knowledge but with actionable strategies to harness AI within their marketing frameworks. The day-long conference cooled off with a lavish soiree with drinks, snacks and networking – an exclusive marketer-only gathering of C-suite execs.

April 29, 2024
CMS Info Systems strengthens leadership with 2 key appointments

MUMBAI: CMS Info Systems, India’s largest and world’s fifth largest cash management and payment solutions firm announced two key appointments. Subhash Kelkar comes on board as chief technology officer and Vijay Iyer is elevated to vice president of the cash management business and service delivery head.

Based in Mumbai, Kelkar and Iyer will provide further impetus and direction to developing and expanding the company’s businesses across the country.

Kelkar joins CMS Info Systems from IIFL Group where he managed four of the group’s companies and represented group IT to the IIFL Board. With over 25 years of experience, he has also led the digital transformation at brands such as Club Mahindra, Tech Mahindra and TCS. At CMS, Kelkar will accelerate the company’s digital transformation in addition to managing the Managed Services Technology Projects.

In his new role, Iyer will oversee the operations in the North and Central zones and the process of building CMS as an agile commercial, finance and fleet organisation. Iyer’s appointment will help CMS’ leadership team to move forward to the next phase of growth in the cash management business. Vijay joined CMS in December 2018. He is a CIT industry veteran and has worked at Brinks, Secure Value and AGS.

With a network spanning over 105,000 ATMs and retail outlets, CMS is uniquely positioned as the backbone of the ‘circulation cycle’ of the country's economy. Cash continues to be in strong demand even post demonetisation and demand for cash will continue to grow which has resulted in rising of ATM transaction volumes. Currently, as per April 2019, the economy has again seen an uptrend in currency circulation of Rs 21.42 lakh crore, recording an increase of 17.5 per cent on a Y-o-Y basis.

July 31, 2019