MAM
Meenakshi Madhvani’s media audit firm launches 13 Oct
MUMBAI: It is a concept that has not exactly thrilled (to put it mildly) media planners in the country but Spatial Access Solutions (SAS), India’s first media audit outfit, is launching on schedule on Monday.
Meenakshi Madhvani, the former CEO of Carat Media Services turned entrepreneur, has put together a 15-strong team at SAS, with offices in Mumbai’s Bombay Central suburb.
SAS will offer strategic services to advertisers and broadcasters. The analytical services will include evaluation of both the creative and media-buying agencies servicing the advertiser; provide research-based solutions in respect of the various available media vehicles; also help broadcasters arrive at the “value” offered by their offerings to advertisers/ad agencies.
SAS, which is making a quiet debut on the media scene, ahs already got two sizeable clients on board, says Madhvani, without revealing names.
Speaking to indiantelevision.com in August, Madhvani had said, “Biases drive client solutions in advertising today. The current breed of media planners and creative personnel prefer the television medium because they feel that it is more interesting and remunerative – irrespective of whether it is relevant or pertinent.”
Talking about the relevance of the services that she plans to offer, Madhvani had said: “There is a real need for media audit firms because clients are grappling with questions related to the efficacy of their agency’s media strategy; and whether they are getting the desired impact for their ad bucks. There is an opportunity that exists and I shall strive to convert this into a business proposition.”
Spatial Access Solutions is also in talks with the two other media audit outfits in the Asia Pacific region — R3 of Singapore and the Australia-based Charles Godbolt — to work out a pan-Asian collaboration pact.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
