MAM
Aidem Ventures pockets BAG Films’ ad sales duties
MUMBAI: The Raj Nayak-promoted Aidem Ventures has bagged another client: the Anurradha Prasad-promoted BAG Films & Media. BAG has outsourced its entire ad sales function for its two channels News24 and E24, and 10 radio stations under Radio Dhamaal to Aidem. 
The three channels operate under different BAG subsidiaries: E24 under BAG Glamour, News24 under BAG News Line and Radio Dhamaal under BAG Infotainment.Market estimates are that they generated ad sales revenues of Rs 480 million in the year ended 31 March 2010.
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| Anurradha Prasad |
Confirming the agreement between the two, Prasad said that BAG Films expects Aidem to write substantially higher ad revenues than 2010. Aidem director Vikas Khanchandani too confirmed the development, saying that he was confident that Prasad’s expectations would be met.
Aidem Venture handles ad sales for Sahara One, Filmy and Firangi, MSN, Mi Marathi, NDTV Profit, NDTV India, NDTV 24X7 and NDTV Good Times. Estimates are that Aidem would be billing close to Rs 5 billion annually for all these clients.
Prasad said that the most of ad sales team at BAG Films had been absorbed within Aidem Ventures. Director sales Sanjeev Kalia had been given additional responsibility and re-designated as director revenue at BAG Films.
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| Raj Nayak |
Adds Khanchandani: “We have been working on generating higher efficiencies from BAG Films’ ad sales operations, streamlining process and the endeavour is to take ad rates up too. We are also consulting them on other fronts too as we have our own experience in the news space from the sales perspective over the past several years.”
He added that BAG was going to invest in distribution to ensure better availability of the channel. “With all this in place, we are confident we will do well,” he said.
Overall BAG Films reported a total income of Rs 607 million in the year ended 31 March 2009 with a profit after tax of Rs 15 million.
The BAG Films share closed at Rs 15.75 on the BSE on late Friday.
MAM
Kerala election ads surged in 2026, with print nearly tripling and TV up 52 per cent
Political parties spent bigger and smarter this cycle, concentrating their firepower in the final weeks before polling day
KERALA: Kerala’s politicians discovered something in 2026 that seasoned marketers have known for years: timing is everything, and when in doubt, spend more. Political advertising during the Kerala Assembly Elections 2026 surged sharply across traditional media compared to the 2021 cycle, with print and television leading the charge, according to the latest analysis by TAM AdEx.
Print was the standout performer, expanding nearly 2.7 times compared to 2021, a striking jump that underlines its continued grip on targeted political communication in a state with some of India’s highest newspaper readership. Television was not far behind, with ad insertions rising 52 per cent, reflecting the enduring appeal of mass-reach platforms for shaping voter sentiment at scale. Radio held steady, mirroring television trends and reinforcing its role as a reliable supporting medium.
The pattern of spending was as revealing as the volumes. More than 85 per cent of all political ad insertions were recorded in the weeks immediately before polling, a concentration that points to a deliberate, last-mile strategy. Ad volumes peaked during weeks four and five in both the 2021 and 2026 cycles, suggesting that parties have settled on a consistent playbook of high-frequency messaging in the home stretch.
The contrast between media types was equally instructive. Print advertising maintained a relatively even spread across the campaign period, serving as a vehicle for sustained, detailed communication. Television and radio, by contrast, displayed sharp spikes in the closing weeks, deployed as blunt instruments for high-impact bursts at the precise moment voters are making up their minds.
What the 2026 cycle signals most clearly is a shift toward more structured, data-driven media planning. The increase in overall volumes, combined with sharper peaks in campaign intensity, suggests that political advertisers are beginning to think less like propagandists and more like performance marketers, balancing broad reach with targeted engagement and watching the returns closely.
Kerala’s election advertising has, in short, grown up. The question for the next cycle is whether digital finally gate-crashes a party that print and television have so far kept firmly to themselves.
