MAM
Rohit Gopakumar steps down as Optimal Media Solutions’ COO
Mumbai: Veteran media executive Rohit Gopkaumar, who was serving as chief operating officer of Optimal Media Solutions (OMS) since 2013, has stepped down.
He is likely to get a bigger role within the Times Group that will allow him to work closer with Vineet Jain, managing director of Times Internet Ltd.
Sameer Sainani, director-response at Times Group and angel investor, is likely to replace Gopakumar, sources said.
OMS is a wholly-owned subsidiary of Bennett, Coleman & Co. Ltd (BCCL) and part of Times Internet Ltd. It operates in various domains such as content marketing, Live events, social media marketing, corporate events, advertising, and digital marketing. Besides, Medianet, the PR brand of Times Group, also operates through OMS.
Gopakumar has a diverse experience of over 28 years in the media industry across print, television, experiential, and digital domains.
In the past, he has worked with BBC Worldwide, Aidem Ventures, NDTV Media, Times of India, STAR TV and Percept Intellectual Properties.
MAM
Surya Roshni scales cross-screen campaign with VDO.AI strategy
12M plus impressions, CTV 95.28 per cent completion, display CTR beats benchmarks
MUMBAI: When screens multiply, attention fragments but smart storytelling stitches it back together. Surya Roshni has expanded its “India Bole Surya Ko YA” campaign into a cross-screen digital play, partnering with VDO.AI to build an integrated ecosystem spanning Connected TV (CTV), online video (OLV) and display formats. The move reflects a broader shift as brands look to stay consistently visible in an increasingly on-demand, multi-device consumption landscape.
In a category where purchase cycles are infrequent, the brief went beyond visibility to continuity ensuring the brand remains relevant across touchpoints rather than appearing as a one-off interruption. VDO.AI’s solution was an omnichannel strategy designed to connect screens, formats and user journeys into a single narrative flow.
CTV formed the campaign’s anchor, using immersive formats such as animated wrappers, carousel galleries and a ‘Scan to Shop Now’ QR code to convert passive viewing into active engagement. This was extended to OLV through shoppable formats, allowing users to move seamlessly from content consumption to product exploration on personal devices. Rich media display added the final push, with formats like 3D Wobble and 3D Cube introducing motion-led interactivity to drive clicks.
The results point to strong execution. The campaign delivered over 12 million impressions, with performance metrics consistently beating industry benchmarks. CTV recorded a 95.28 per cent completion rate against an 85 per cent benchmark, while OLV achieved a 57.38 per cent completion rate and a 0.25 per cent click-through rate, both above standard levels. Rich media display posted a 0.34 per cent CTR, outperforming the 0.2 per cent benchmark.
The campaign also underscores a larger industry shift from siloed campaigns to connected systems that mirror how consumers actually move across screens. By aligning storytelling with programmatic precision and audience intelligence, the initiative moves beyond impressions to measurable engagement.
As digital ecosystems evolve, the takeaway is clear, it’s no longer about being seen once, it’s about being seen everywhere, and making each moment count.
