MAM
Argentine Football Association expands presence in India with Interactive Avenues
Mumbai: The Argentine Football Association (AFA) and the leading digital agency in India, Interactive Avenues, have reached an agreement to consolidate the content and brand expansion strategies of the Argentine team in India in the coming years. AFA began operations in the Indian market in 2021, creating content and activations for fans in India and generating regional sponsorship agreements with the largest companies in the region.
To develop exclusive content on social networks and media in India, AFA began to work hand in hand with the leading agency in this market, to propose interactions with the community, understanding the particular dynamics and Indian culture, with innovative proposals for elevating AFA’s presence in India.
Since the beginning of 2021, AFA has begun a commercial expansion plan in India, for which today it has more than five regional agreements with large Indian companies, and intending to continue with growth in the region, entrusts Interactive Avenues with the management of AFA’s official social networks in India.
Following Argentina’s historic conquest at the 2022 FIFA World Cup, AFA joined forces with Interactive Avenues to launch digital channels dedicated to the unique nuances of the Indian market and thus multiply its fan base. The agency was selected for its proven experience in managing sports media for renowned teams specializing in the Indian market. Today, AFA can connect directly with a broader audience, and drive large-scale engagement of thousands of followers on the official India networks on Instagram, Twitter and Facebook.
In parallel, AFA is developing its new e-commerce channel for the Indian market, replicating the successful model implemented in China, to offer a wide range of merchandising products to Argentine fans in this region.
To this topic, AFA, president Claudio Tapia, stated: “For more than 6 years we have been working steadily on AFA’s expansion plan in the world, developing important markets and regions where we previously had no presence or sponsorship agreements. Today we can highlight that AFA is one of the sports brands with the greatest presence in strategic markets such as India, China, the Middle East and the U.S. In this case, we are happy to renew our agreement with Interactive Avenues, who is helping us generate a closer link with the Indian audiences and at the same time generate new channels of communication and visibility for our sponsors in the region. We appreciate the trust and will continue working to be a bigger brand every day in India and the rest of the world.”
Interactive Avenues COO Shantanu Sirohi added: “We are delighted to offer differentiated and relatable content that resonates well with Indian audiences and creates a thriving fan community for AFA. We are privileged to be the preferred digital partner for several Indian and international sports teams, and this collaboration will further strengthen our position as a one-stop digital agency for sports marketing.”
Leandro Petersen, Commercial and Marketing Manager of AFA, said: “The Argentine Football Association together with Interactive Avenues has grown rapidly in India and this has allowed us to build deep connections with our broad audience base in this market. We are delighted with the results of this transcendental partnership and we will remain committed to involving Indian fans with our Argentinean National Team. We are convinced that the path outlined in global commercial expansion has the Indian market as a fundamental axis of growth and that the most important brands in the country today accompany us It is a demonstration of what has been built in the region for the last 2 years now. AFA has a presence in all the important markets where we had set our goals to enter: India, China, the Middle East and the United States. Today more than 50 join us as commercial partners in different regions and territories, which demonstrates the global strength of our brand and the strong bond that unites us with the most important companies in the world, who find in AFA, a strategic partner to carry out their marketing plans.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
