MAM
Ormax Media strengthens research team
MUMBAI: Ormax Media has appointed Anurag Bakhshi as head – television research while it has elevated Gautam Jain to the position of research head – films.
The appointments have been made in an attempt to strengthen the research team of the media and entertainment research firm.
Ormax Media CEO Shailesh Kapoor said, “We continue to witness amazing annual growth of about 35-40 per cent for the last three years. As a result, an expansion of the research team has been on the cards for some time. Anurag and Gautam have the relevant experience, passion and skill sets for the television and films domains respectively. I’m happy to see them lead the company in its next phase.”
Ormax Media works with more than 55 channels in India today. The television research department manages flagship products such as Showbuzz, CIL and True Value, besides bespoke research projects, including quantitative and qualitative research projects.
Bakhshi said, “I’m extremely excited to be a part of the revolution that Ormax Media is bringing in the media and entertainment industry in India. The company has done seminal work in helping broadcasters use consumer knowledge to take key business decisions. I look forward to being a part of what I believe will be some very exciting years ahead, both for the television industry and for us at Ormax.”
Ormax Media’s film research work is driven by its flagship products Cinematix and Moviescope.
“When we started in 2010, we were not sure of the potential of ‘film research’ in India. But the whole-hearted acceptance from the industry has surpassed our expectations. At Ormax, I’ve been a part of pioneering work in film research in India. Now that we have created a separate film research vertical, I’m sure it will propel us even further,” Jain added.
Bakhshi comes with nine years of cross-functional television experience, where he worked with Zoom, Filmy and Imagine TV, across various functions, including marketing, content and presentation.
Jain has been with the organisation since 2010.
MAM
WPP and Adobe deepen AI partnership for marketing
Expanded tie-up integrates Firefly into WPP Open for agentic workflows across creative and media.
MUMBAI: WPP and Adobe just teamed up to give marketing a brain transplant because when AI agents start calling the creative shots, even the toughest briefs might finally get solved. WPP and Adobe announced on 24 February 2026 a deepened global partnership aimed at untangling the chaos of modern marketing through a tightly integrated suite of AI tools. The collaboration fuses Adobe’s generative AI models, content platforms, and data orchestration capabilities with WPP’s strategic, creative, and media expertise, creating what the companies call a unified end-to-end marketing solution.
At the core is WPP Open, the agency group’s agentic marketing platform which will now embed Adobe Firefly Foundry. This allows brands to train generative AI models on their own cleared intellectual property, ensuring brand-safe content from the outset. Adobe agents will handle content creation and adaptation, while WPP agents optimise media spend and activate campaigns across channels.
The move addresses a mounting industry pain point: brands must churn out more content, across more platforms, for narrower audiences, all while keeping consistency intact. Fragmented tools and siloed workflows often slow production and dilute impact. The partnership promises to automate complex, multistep tasks planning, creation, production, and activation into a single AI-enabled flow, freeing human teams for higher-level creativity.
WPP chief technology officer Stephan Pretorius said, “For years, we’ve watched brilliant creative ideas get stuck in production queues… With Adobe, we’re shattering the barriers between ideation and impact, building agentic content systems that handle the complexity so human creativity can soar.”
Adobe president of customer experience orchestration business Anil Chakravarthy added, “Marketing and creative teams today understand the high bar consumers have set for personalisation… Bringing together capabilities across Adobe and WPP provides a seamless way for brands to address this challenge, activating AI agents to drive customer experience orchestration and unlock personalisation at scale.”
Both companies emphasised the continued centrality of human talent. They plan to train and deploy creative AI forward-deployed engineers in the coming years to help clients maximise AI-driven workflows and prepare marketers to collaborate with agentic systems.
For an industry drowning in content demands and tool sprawl, this alliance could be the life raft turning fragmented chaos into coordinated firepower, one AI agent at a time. Whether it truly unshackles creativity or just adds another layer of tech remains the real test, but the pitch is clear: let machines sweat the complexity, so humans can shine at what they do best.
