MAM
Maxus launches proprietary planning tool ‘Resolve’
MUMBAI: Maxus has launched a bespoke tool, Resolve, based on a proprietary survey of consumer insights in India. The findings of the survey are the most in-depth ever to be carried out in the country, claims the agency.
The tool is Maxus’ comprehensive proprietary communications planning tool built using the knowledge and expertise of the agency’s planning leaders. The tool is supported by bespoke consumer-based surveys called Compose, which go beyond simple media usage to explore consumer sentiment towards media channels and the messaging those channels employ. The tool is used by global and local clients worldwide to gain insights on particular markets.
Some of the features and benefits of the tool are:
• Proprietary Maxus intelligence has identified specific barriers that a client’s audience, brand, and category are facing and how best to overcome them in communications
• Resolve makes the complex simple for media planners by prioritising specific communication tasks and identifying the media channels that best deliver them for specific audiences, within each category
• Resolve planning recommendations are backed by robust consumer surveys, making them powerful drivers for a client’s channel plans
Maxus south Asia managing director Kartik Sharma said: “Maxus’s dedication to data inspired us to create a tool to help our teams make tough decisions and have them supported with strong logic and data. The Compose surveys get behind the attitudes and behaviours of consumers – not just their media usage – and how they view specific channels to deliver specific messages. Resolve has been a success so far not only for our clients, but also helping to push our teams out of their comfort zones, to try new channels and ways of thinking.”
Maxus India national director insights Priti Maurthy said: “Properly identifying a brand’s top communications tasks and understanding how to use media to deliver on those tasks is on the one hand an art. At Maxus, we also believe there should be an appropriate level of science applied to that challenge as well, which is why we’ve developed Resolve.”
“Resolve is a robust, data-heavy tool that relies on consumers’ attitudes and sentiment, as well as our own proprietary intelligence, to tackle the real issues that our clients are facing. We’ve created the tool in line with our unique proposition, ‘lean into change’, challenging the status quo with something different. We can be confident about the suggestions Resolve generates because we have the data to support our decisions,” she added.
Brands
Eternal posts Rs 54,364 crore revenue, up 168 per cent in FY26
Q4 profit rises to Rs 174 crore as firm streamlines District business
NEW DELHI: Eternal Limited reported a sharp surge in scale for FY26, with consolidated revenue rising 168 per cent year-on-year to Rs 54,364 crore, underscoring strong growth across its core businesses.
The company’s growth was mirrored in its bottom line, with a total annual profit of Rs 366 crore. The fourth quarter was particularly strong, contributing Rs 17,292 crore in revenue and Rs 174 crore in profit, a sharp rise compared to the Rs 39 crore profit recorded in the same period last year.
Key financial metrics from the report include:
- Total assets: Increased to Rs 40,736 crore from last year’s Rs 35,623 crore.
- Delivery charges: The company collected Rs 9,065 crore in delivery and related charges over the year.
- Employee costs: Staffing and benefit expenses amounted to Rs 3,536 crore.
- Liquidity: The firm maintains a cash balance of Rs 996 crore, supported by Rs 632 crore generated from operating activities.
On the strategic front, the company has approved the transfer of its District platform’s technology stack to its wholly owned subsidiary, Wasteland Entertainment Private Limited. The deal, valued at Rs 24.19 crore, will be completed in cash and is expected to close by May 1, 2026, along with the transition of select employees. The move is aimed at consolidating its entertainment and ticketing operations under a focused entity.
From a regulatory standpoint, statutory auditors Deloitte Haskins & Sells issued an unmodified opinion on the financial results. However, they flagged an ongoing show cause notice related to GST on delivery charges, which the company continues to contest, citing a strong legal position.
With robust revenue growth and ongoing structural tweaks, Eternal is clearly sharpening its playbook as it expands beyond its core into a broader consumer services ecosystem.
