MAM
Kantar launches new marketing tool
MUMBAI: WPP’s Kantar Media TGI launched a new marketing tool called The Why Code. The new initiative provides insight into what drives consumer choices.
The Why Code illuminates every stage of the consumer decision making journey from the most conscious triggers of decisions to fundamental subconscious values. It has taken Kantar Media’s syndicated consumer media and marketing survey specialists TGI two years to develop the tool,.
The Why Code comprises a suite of tools based on four logical steps in the analysis of consumer motivations. It builds upon the wealth of consumer insight that exists within TGI, combining it with consumer psychology techniques. Its marketing applications are virtually unlimited, informing everything from exploratory research, brand positioning and product design, to targeting and communication.
Kantar Media TGI UK & Western Europe head Richard Poustie said, “The media and marketing industries have never had so much behavioural data to hand. Vast quantities are produced every day, highlighting consumer actions. Whilst such data can quantify certain aspects of a campaign they cannot satisfactorily explain why a consumer acts in a certain way. The Why Code brings what marketers have sought for a long time, giving them the opportunity to genuinely influence the consumer decision process.”
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
