MAM
Interactive Television’s CAM auditing cinemas
MUMBAI: The highly competitive market has created new venues for marketers to advertise their products and reach out to their audiences.
With multiplexes mushrooming in every nook and corner of the country, cinema halls are providing ample space for advertisers. And to give a fair view to marketers if the money is well spent or not, Interactive Television, a part of WPP group, has released Cinema Audit Monitoring Report, which gives comparative analysis of cinema advertising and movie marketing throughout the country.
Interactive Television’s proprietary tool CAM claims to be a game changer for brands investing in cinema advertising in India. “The results of the monthly audit will help our existing and potential clients recognise the growth opportunities for their brands whilst choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying. It is a key differentiator for our existing and potential clients,” says Interactive Television CEO Ajay Mehta.
The report captures all the brand ads screened before the movie and during the interval. It also includes the order in which they are played. The analysis helps brands monitor if their ad was played on cinema or not and also to understand their presence in market in comparison with its competitors. The report provides useful insights for cinema media planning and buying similar to what exists for TV, print and radio.
Two hundred premium multiplexes like PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas are audited in Delhi & NCR, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad and Pune. The monitoring is carried out in collaboration with IPSOS-MEDIA CT, and only shows between 12 noon and 8 pm are audited.
The category with maximum spots is of course food and beverages followed by beauty and personal care. Chocon featuring Katrina Kaif is the top most brand to be advertised.
When asked how does it benefit the industry? Mehta says, “People in media have long recognised the power of cinema advertising but lack of measurement and accountability reduced cinema ads potential. As a result, clients always question the measurability and ROI of the medium. As a solution to this problem ITV launched Cinema Audit Monitoring (CAM), a proprietary tool in 2013 to ensure transparency in the audit of cinema advertising. The monitoring is carried out in top eight cities, which contribute to approximately 60 per cent of the cinema ADEX in a given week. The main objective of CAM is to provide a study that will quantify the reach and impact of advertising in cinema. From consumer point of view, we conduct exit interviews among cinemagoers to understand the recall of brands active on cinema.”
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
