MAM
Amagi launches ad monetisation solution in international markets
MUMBAI: Amagi, a targeted TV advertising and cloud-based broadcast infrastructure, has launched its ad monetisation platforms that are uniquely designed for TV networks whose satellite feeds cover countries outside its origin.
“In the last few months, we have witnessed a surge in demand from TV Networks to monetise their pan-regional feeds. Owing to their unique regional structure and demographics, Europe and the Middle East region are emerging as the priority markets for local ad insertion. As a pioneer in targeted TV advertising, we are best positioned to offer local ad insertion platform for these markets,” commented Amagi co-founder KA Srinivasan.
For TV networks reaching Europe and the Middle East, Amagi will now deploy its patented content watermark technology with flexible workflows to replace ad breaks on satellite feeds with local ads. Amagi can watermark any content provided by TV channels and replace such content at local headends based on a pre-determined playlist. The entire solution can operate on existing satellite infrastructure of broadcasters using STORM IRD and Amagi’s enhanced satellite receiver. “STORM IRD can store ads and replace watermarked ads locally while the entire workflow can be managed remotely through a cloud-based user interface. STORM IRD also supports traditional content triggers such as SCTE-35 and DTMF cue tones,” added Srinivasan.
Using Amagi’s proprietary remote ad insertion technology, TV Networks operating on pan-regional feeds can now monetise their ad inventory in Europe and the Middle East. This can result in new revenue streams from these two markets which until now was left un-monetised.
The company has successfully monetised ad inventory in Singapore and other countries in the Asia Pacific region for large TV networks. In India, Amagi runs TV ad network with over 1,000 installations and more than 2,000 advertisers, providing geo-specific ad inventory on some of India’s leading entertainment and news channels.
Brands
Chinese Wok appoints Havas as integrated creative and media partner
Desi-Chinese chain bets on integrated creative and media muscle to power national expansion
MUMBAI: Chinese Wok is turning up the heat. India’s largest desi-Chinese qsr chain has appointed Havas Creative India and Arena Media as its integrated creative, social and digital media partner, sharpening its marketing firepower as it pushes past 260 outlets and eyes 500 stores across tier 1, 2 and 3 cities.
The mandate is sweeping. Havas Creative India and Arena Media, part of Havas Media Network India, will steer creative strategy, brand campaigns, social media, digital performance marketing and media planning and buying, orchestrating campaigns across atl, digital and in-store touchpoints. The brief: build a unified, platform-led brand system fit for national scale.
Founded in 2015 under Lenexis Foodworks, Chinese Wok has grown into the country’s largest Chinese qsr brand, with a footprint spanning more than 50 cities including Mumbai, Delhi, Bengaluru, Kolkata, Lucknow and Hyderabad. Now it wants more. Much more.
Aayush Madhusudan Agrawal, founder and director, Lenexis Foodworks, said the shift marks an investment in integrated brand building that matches the company’s growth ambitions. “As Chinese Wok scales nationally, we are investing in integrated brand building that matches our growth ambition. Havas will partner with us in shaping the next chapter of our journey, where creativity, culture and commerce work seamlessly together.”
The brand is doubling down on its youth-first positioning, amplifying cultural properties such as Wok FM and Crush Hour while building a broader content slate. The pivot away from campaign-led bursts to a continuous, platform-driven narrative signals a more systematised approach to brand equity.
Vikas Iyer, marketing head, Lenexis Foodworks, framed the move as essential to winning over Gen Z. “Chinese Wok has always been a culture-first brand, and as we deepen our connect with Gen Z, integration becomes critical. With Havas, we aim to create sharper campaigns, stronger digital ecosystems, and measurable impact, ensuring the brand stays relevant, visible, and performance-driven at scale”.
On the creative front, Anupama Ramaswamy, managing director and chief creative officer, Havas Creative India, described the brand as “pure fire, fast, flavourful and completely plugged into pop culture”. Her ambition: “to bottle that energy into a living brand platform that fuels everything, from big campaigns to cheeky social chatter to irresistible in-store experiences.” The goal, she added, is “stronger brand love, deeper youth obsession, and work that doesn’t just look good but moves business. More heat. More heart. More hunger”.
Uday Mohan, coo, Havas Media India and Havas Play, said integration is the real unlock. “By bringing together creative, media, and performance under one cohesive vision, we aim to build a brand ecosystem that is culturally sharp, digitally agile, and built for scale”.
Lenexis Foodworks also operates The Momo Co. and Big Bowl, but Chinese Wok remains its flagship and growth engine . As competition intensifies in India’s fast-food sector, scale alone is no longer enough. Cultural fluency, data-driven performance and seamless brand experiences are the new battleground.
Chinese Wok is betting that with Havas in its corner, it can serve up all three — fast, loud and at national scale.
