MAM
SureWaves to tie-up with 50 cable TV channels
KOLKATA: Having tied-up with over 300 local cable TV channels, Bangalore-based digital media-technology company SureWaves MediaTech now aims to have another 50 cable TV channels for integrated advertisement aggregation.
“We plan to reach out to all cable TV channels in the country. At present, we have tied up with 300 channel partners. It is a continuous process. With time, aggregation with the remaining channels will take place,” SureWaves head strategy and regional director-south, Nishant Nair, told indiantelevision.com.
SureWaves MediaTech offers the SureWaves Media Grid, an integrated advertisement aggregation, content delivery, network management, media planning, and reporting platform. The company positions a proprietary device that is connected to the grid and the TV channels. SureWaves provides real-time data monitoring of ads, which has made cable TV advertising accountable for the first time; according to Nair.
The company collaborates with local channels owned by multi-system operators (MSOs). “We are not interested in tying up with local cable operators who have channels as we are not sure about the quality of these channels,” said Nair. “SureWaves is already on its way to becoming a game-changer in the way geo-targeted advertising currently works in the country.”
With digitisation picking up pace, the number of satellite channels in the country is expected to grow and SureWaves plans to approach these channels to extend its solution. At present, around 150 brands such as HUL, Wipro, Dabur, Parle, Aircel, Vodafone, Nestle and Honda are utilising SureWaves’ services.
“We are also targeting national advertisers, who want to reach all the markets,” said Nair. The television advertising spend is around Rs 15,000 crore and the eastern region, primarily dominated by West Bengal, accounts for nearly 20 per cent of the TV advertisement market.
Just last month, SureWaves started its Kolkata operations and is betting on the Kolkata market for growth. The company currently has over 75 employees.
Brands
KFC turns tea time into dunk time with Khushi and Orry
Dunked range campaign mixes gossip, friendship and extra sauce.
MUMBAI: When the tea is hot and the chicken is hotter, you know it is going to be a night in. KFC has unveiled a new campaign for its all-new Dunked range, enlisting Bollywood’s favourite BFF duo Khushi Kapoor and Orry for a reel that serves sass with a side of sauce.
The video plays out like a familiar Gen Z script. A party is ditched after Orry’s swollen face becomes the evening’s plot twist. Instead of flashing lights and crowded dance floors, the duo opts for a cosy night in. Khushi proposes a New Year resolution to simply stay home more often. Orry counters with a more ambitious goal shedding his “gossip aunty” reputation, a claim that earns him a sceptical look.
Naturally, restraint does not last long. Before Khushi can finish her sentence, Orry launches into animated storytelling mode. Celebrity break-ups, DM drama, influencers on diets, the tea flows freely, and so does the dunking. Between bites and banter, KFC’s Dunked range becomes the unofficial third wheel, anchoring the conversation in indulgence.
The campaign cleverly mirrors product and persona. Just as the Dunked range promises bold flavours and generous sauce, the reel leans into exaggerated expressions, playful tension and friendship dynamics that feel instantly shareable. The storytelling is fast, cheeky and built for scroll culture.
By tapping into pop-culture references and the easy chemistry between the two personalities, KFC positions its Dunked range as the perfect partner for laid-back evenings where gossip is plentiful, resolutions are flexible and the sauce is unapologetically extra.
The campaign is now live across KFC’s digital platforms, targeting younger audiences who see food not just as a meal, but as a mood.
Because sometimes, the best parties are the ones you skip, especially when the tea is this juicy.
