MAM
Puma signed on Chitrangada Singh as brand ambassador
MUMBAI: Global sport lifestyle brand Puma has roped in Bollywood actor Chitrangada Singh as brand ambassador for its ‘running and fitness’ category.
The actor was present to flag off ‘Puma Faastest Indian’ at Mumbai – the search for the ‘Faastest’ men and women runners in India.
Puma has launched Singh in its latest campaign called ‘Move Faas’ which can be seen across Puma stores in India.
Singh said, “I’m thrilled to be the fitness and running brand ambassador for Puma. Puma is a perfect amalgamation of sport and style. It has set itself apart in the country through its designs, colours and approach. Fitness is gaining popularity in the country and Puma’s ‘Faastest Indian’ will take it to the people in the country in their unique, uber cool style.”
Puma South Asia managing director Rajiv Mehta added, “Running and Fitness is an important category for us and we’re excited to have Chitrangada Singh as our brand ambassador for the range. She comes from an army background so sports was an integral part of her growing up days.”
MAM
Stagwell expands Trade Desk tie up to deploy Koa Agents globally
AI agents to automate planning buying optimisation and measurement.
MUMBAI: Media buying may soon need fewer hands on keyboards and more prompts on screens. Stagwell has expanded its global partnership with The Trade Desk, becoming the first global marketing network to adopt Koa Agents, an alpha-stage, agentic AI system designed to overhaul how digital advertising campaigns are run.
At its core, Koa Agents flips the traditional workflow. Instead of manually configuring campaigns step by step, marketers can simply describe their objectives, with AI agents executing, optimising and refining campaigns in real time. Tasks that once took days from audience segmentation to performance analysis are now automated and continuously adjusted as conditions shift.
The integration will connect Koa Agents with Stagwell’s proprietary media ecosystem through The Trade Desk’s Open Agentic Kit, effectively stitching together planning, activation, measurement and optimisation into a single, automated loop.
The first phase of deployment will focus on two key areas. For audience planning, traders can define target segments while Koa Agents identify high-value consumers, activate campaigns across premium inventory and optimise performance dynamically. On the supply side, the system introduces deeper transparency, using quality signals such as ad-to-content ratios and refresh rates to prioritise inventory, while offering clearer visibility into pricing and margins during live campaigns.
The rollout will also introduce a conversational interface, allowing traders to query campaign performance in plain language, why it is underperforming, what is driving results, and what to change receiving real-time, actionable recommendations.
Stagwell plans to make these capabilities available to select clients in a closed beta later this summer, with a broader roadmap aimed at automating the full campaign lifecycle, including setup, troubleshooting and predictive optimisation.
The move builds on an existing partnership between the two companies, including Stagwell’s adoption of Unified ID 2.0, The Trade Desk’s privacy-focused identity framework. Combined with Koa Agents, this is expected to sharpen audience targeting, streamline cross-channel activation and improve measurement accuracy.
As advertising grows more complex behind the scenes, both companies are betting that the front end can become radically simpler where campaigns are less about clicks and controls, and more about outcomes and intent.
