MAM
Project Worldwide launches ‘Math of Marketing’ IP for India
BANGALORE: Project Worldwide is putting numbers at the heart of creativity with the launch of Math of Marketing, a new strategic intellectual property designed to sharpen how marketing effectiveness is measured in India.
Billed as a long-term pillar rather than a one-off study, Math of Marketing opens with what the company calls India’s largest-ever analysis of marketing ROI. More importantly, it sets out to answer a question that keeps CMOs awake at night: how do you balance quick returns with lasting brand value?
The initiative brings together a brain trust of senior marketers from B2B and B2C sectors to create a shared framework for what “good” really looks like in 2026. Think fewer vanity metrics, more meaningful measures of growth.
“India is at a moment where evidence-led marketing can unlock the next wave of economic momentum,” said Project Worldwide global CEO Chris Meyer. “This IP creates a solid foundation to understand what truly drives brand strength and commercial success in a fast-changing market.”
At its core, Math of Marketing tackles the tug of war between short-term performance and long-term brand building. The framework will track everything from new KPIs that link brand health to revenue, to the growing power of retention, loyalty and customer marketing. It will also keep a close eye on how AI, modern tech stacks and smarter attribution models are reshaping decision-making.
The first major output will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, aimed at giving leaders a clearer language for success.
“As the marketing ecosystem gets more complex, data alone is not enough,” said Project Worldwide India and South Asia chief growth officer Rasheed Sait. “Brands need India-specific blueprints that help them fine-tune media choices, creative impact and long-term investment. That is what this IP is built to deliver.”
In the weeks ahead, Project Worldwide plans to bring the IP to life through industry consultations, roundtables and hands-on workshops, all focused on real-world challenges faced by Indian marketers.
For an industry often accused of chasing clicks over credibility, Math of Marketing is Project Worldwide’s bid to make marketing add up again.
MAM
Delhivery appoints Neelam Dhawan as Chairperson
Tech veteran succeeds Deepak Kapoor effective 1 April 2026.
MUMBAI: Neelam Dhawan just took the driver’s seat at Delhivery because when logistics needs sharper direction, even the board calls in a Microsoft-level navigator. Delhivery has appointed Neelam Dhawan as non-executive independent director effective 20 March 2026, with her elevation to chairperson of the Board from 1 April 2026. She succeeds Deepak Kapoor, who steps down after more than eight years, as disclosed in the company’s regulatory filing on 31 January 2026.
Dhawan brings over three decades of leadership in technology, having served as managing director at HP India Sales, Hewlett-Packard Enterprise India and Microsoft India. A graduate in Economics from St. Stephen’s College and an MBA from FMS, Delhi University, she is recognised by Fortune, Forbes and Business Today as one of the ‘Most Powerful Women in Business’. She has shaped India’s IT sector, served on the NASSCOM Executive Council (2009–2017) and is a strong advocate for workplace diversity and STEM education for girls.
She currently serves as independent director on the boards of Hindustan Unilever, Tech Mahindra, Ather Energy, Fractal Analytics, Capillary Technologies India and Capita PLC, and as a director at Nudge Lifeskills Foundation.
Delhivery, MD & CEO Sahil Barua said, “We are delighted to welcome Neelam Dhawan to the Delhivery Board as our Chairperson. Her exceptional track record in leading some of the world’s most iconic technology companies, as well as her diverse set of experiences as a seasoned Board Member will be invaluable as Delhivery continues to scale its technology-led logistics platform.”
In a logistics world where speed and strategy must race in sync, Delhivery isn’t just adding a chairperson, it’s bringing aboard a proven leader who knows how to steer complex tech ecosystems through growth lanes and beyond.
