Ad Campaigns
Priyanka Agrawal of Fractal Ink joins Punt Partners as co-founder
Mumbai: Fractal Ink’s co-founder Priyanka Agrawal has joined Punt Partners as a co-founder. As per reports, she will be responsible for building a new consulting practice that combines innovation, design, and technology to deliver exceptional customer interventions for brands, with a primary focus on the North American market.
Fractal Ink was set up in 2010, and Agrawal had been with the design consultancy firm ever since. It was acquired by the Dentsu group in 2016. She quit Dentsu in 2022 – she held the post of chief strategy officer of Fractal Ink and managing partner for CX consulting. After this, Agrawal started an innovation consulting practice called Forward Slash, focusing on digital transformation for Fortune 500 companies in the US. She has also worked in design roles at The Daily Mail Group Trust (DMGT) in London.
The tech start-up Punt Partners was co-founded by Sidharth Rao and Madhu Sudhan in September 2022; it recently announced its entry into creative services with the launch of Punt Creative. Sumera Dewan from Webchutney has been roped in to lead the creative division.
For the record, in December 2022, Punt Partners successfully raised its first round of funding from individual investors from the media, advertising, marketing, and startup sectors. The round also saw participation from funds like Point One Capital, Namma Capital, Real Time Angel Fund, and the creative agency Talented. Among the investors are well-known names in the industry, including Anand Jain (co-founder, CleverTap), Ashish Hemrajani (CEO, BookMyShow), Deep Kalra (founder, MakeMyTrip), Harish Bahl and Manish Vij of Smile Group, Kunal Shah (founder, CRED), Phanindra Sama (Founder, Redbus), Rajan Navani (Founder & CEO, JetSynthesys), Santosh Desai (MD, Future Brands), Sarbvir Singh (CEO, Policybazaar), and others.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
