MAM
Reliance Webworld enables Sony’s Jassi to talk to fans across 13 cities
MUMBAI: The hype created around Sony’s Jassi Jaissi Koi Nahin contest called ‘forgive or revenge,’ which was a contest promoted via short code 2525; was essentially to build interactivity around the show and recreate the buzz and excitement around the current plot. That being, whether Armaan Suri should be forgiven or be avenged by Jassi.
Over the weeks loads of fans across the nation visited Reliance WebWorld centres all over India to leave a video message for the television icon Jassi guiding her to make her final decision. Viewers sent their message via SMS and the Internet as well. Viewers could also tune in to Red FM in Mumbai, Delhi & Kolkata with their advice for Jassi. The best messages were selected by Red FM and played out across all their stations. The lucky winners were today treated to an exclusive tete a tete with Jassi herself via a video conference connecting 13 cities organised by Reliance WebWorld in Mumbai.
Reliance WebWorld received a total of 600 video messages whereas setindia.com garnered a total 10539 messages of which 43 per cent, that is 4572 messages said that Jassi should forgive Armaan and 56 per cent i.e. 5967 messages wanted Jassi to avenge Armaan. A total of 26676 responses via SMS were also received of which 16852 said Jassi should take revenge and 5037 said that Jassi should forgive Armaan.
In tandem with the public verdict, Jassi now is all set to get into pay back mode.
Speaking on this unique initiative SET VP marketing and communications Tushar Shah said, ” Jassi has always interacted with her fans and sought their advice and guidance at crucial points in her life. For this unique ‘forgive or revenge’ promotion we are happy to have partnered with Reliance WebWorld who made it possible to take Jassi across 13 cities using their high-end video conferencing facility.”
Reliance WebWorld marketing head Sunil Buch said, ” Jassi seeking advise via video messages from her fans is the beginning of a revolution in the way events will be conducted in the future. We at Reliance WebWorld have and will always provide Broadband solutions that touch and impact lives of Indians. It was also a great move from Sony to weave Broadband technology to interact with their viewers and we shall have more of these to come.”
Sony has consistently come up with innovative and unique promotions that impact their shows. This must be therefore one of the primary reasons for the channels shows becoming talking points irrespective of their performance.
Brands
Adidas elevates Sartaj Kadian to director of digital marketing
Performance marketing lead steps up to drive AI-led, full-funnel growth across MENA and CIS
DUBAI: Adidas has promoted Sartaj Kadian to director digital marketing, tightening its grip on performance-led growth as brands double down on data, AI and cross-channel precision in a fiercely competitive retail landscape.
Kadian, who has spent over five years with the sportswear giant, most recently led performance marketing across MENA and CIS, steering media strategy and innovation to deliver both brand lift and commercial impact. In his new role, he will take charge of end-to-end digital marketing, with a sharper focus on integrating brand storytelling with measurable, full-funnel outcomes.
A digital marketing leader with over a decade of experience across global markets, Kadian has built and scaled high-performing teams, managed multi-million euro budgets and consistently delivered double-digit growth anchored in ROI. His playbook blends marketing mix modelling, AI-led optimisation and deep analytics to align marketing spends with business priorities.
Before adidas, Kadian led digital marketing, CRM and analytics at Landmark Group, where he drove omni-channel strategies spanning customer acquisition, engagement and retention across retail and e-commerce funnels. Earlier stints at McKinsey & Company and Mu Sigma saw him specialise in analytics-led marketing, predictive modelling and demand forecasting for large-scale clients.
His elevation comes as Adidas sharpens its digital muscle in key growth markets, where consumer journeys are increasingly fragmented and performance accountability is non-negotiable. The mandate is clear: fuse creativity with data, and turn every consumer interaction into measurable value.
In a market where clicks must convert and brand love must sell, Kadian now sits at the nerve centre of adidas’s digital ambition—where strategy meets scale, and data decides the winners.
