iWorld
Quick commerce drives 45 per cent of festive buys, says WPP–Meta report
INDIA: Quick commerce has muscled its way into India’s shopping habits, powering 45 per cent of festive purchases this year as consumers shift from planned buys to split-second decisions. A new Collaborative Performance Advertising Solutions (CPAS) playbook from WPP India and Meta shows how discovery on social platforms now converts directly into sales on retailer apps, compressing the journey from browse to buy into minutes.
Awareness of quick commerce stands at 91 per cent, with more than half of internet users placing an order in the past week. Adoption is rising fastest in smaller cities, where the segment is expanding at 8–9 per cent a year. Groceries still dominate, but fashion accessories and bags have surged past Rs 40 crore a month, more than doubling in six months.
The playbook draws on consumer insights, retailer data and Meta’s platform signals, stitched together by WPP Media’s CPAS expertise. It highlights the rise of high-intent shoppers who move from inspiration to checkout in one session, forcing brands to plan for full-funnel commerce rather than lower-funnel metrics alone.
Brands using CPAS are already reaping gains. Coca-Cola’s sugar-free portfolio delivered a 39 per cent jump in Retail & Quick Commerce in India (ROAS) and 40 per cent lower acquisition costs by targeting high-intent audiences through retailer-linked catalogues. Britannia cut its cost per purchase by 45 per cent and lifted ROAS from 0.6 to 1.0 through dynamic product ads and real-time data sync across Blinkit, Swiggy, Zepto and others.
WPP Media South Asia COO Ashwin Padmanabhan, said the “meteoric rise” of quick commerce had squeezed the purchase funnel like never before. WPP Media South Asia CEO Prasanth Kumar, said the model was “redefining the future of retail advertising”. Meta agencies and VC partnerships (India) director Gaurav Jeet Singh, said India was leading the global shift from discovery to instant purchase.
The CPAS model, which has delivered a 24 per cent rise in ROAS year on year across collaborative ads, offers brands a route to measurable, outcome-led growth as India’s retail market tilts further towards instant gratification.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
