MAM
Xaxis launches programmatic media commerce solution Discovery Commerce
Mumbai: GroupM’s outcome media specialist, Xaxis, has launched a new programmatic media commerce solution in India called Discovery Commerce. This helps brands and advertisers navigate the evolving programmatic media commerce ecosystem and drives stronger outcomes from their media investments.
Discovery Commerce enables advertisers to utilise data signals specifically around product adoptions, search patterns, and purchase patterns, then integrate additional advertising strategies that help drive sales, build brands, and engage customers on e-commerce platforms or brand-owned sites.
Powered by Xaxis’ programmatic excellence, strong global partnerships, proprietary technology, and tailored data touchpoints, the solution creates a holistic approach to e-commerce performance, driving consumers towards purchase across various platforms and points of sale. Subsequently, the data and insights gathered from the various touchpoints will be used as benchmarks to inform future campaigns and audience planning.
Xaxis has already onboarded multiple partners into Discovery Commerce, with specialised capabilities around data, inventory, technology, and creativity, including key partnerships with Shopalyst and Flipkart.
Flipkart VP monetisation Sankalp Mehrotra said, “Commerce advertising today continues to grow faster than any digital channel. Over the years, Flipkart Ads has created solutions that are disruptive, unique, and scalable. Our partnership with Xaxis will unlock the next stage of exponential growth for brands of all sizes. Consumers will benefit from seeing communication that has higher relevance and a more seamless purchase journey.”
In addition to driving stronger e-commerce performance and building benchmarks for future campaigns, Discovery Commerce helps brands better understand consumer behaviours and create more accurate target audiences by connecting online and offline data points. It can reach multiple online environments, premium publishers, leading marketplaces, and shoppable media ad formats, offering a simplified and consolidated service that unites previously siloed consumer data points.
Shopalyst co-founder Girish Ramachandra said, “We are happy to partner with Xaxis. With Xaxis’ Discovery Commerce solution, brands can make their ads instantly shoppable and help drive impressions to conversions in one seamless journey for consumers.”
One way Discovery Commerce uses that data to elevate brand outcomes is through the use of Shoppable Media, a solution powered by Xaxis’ in-house creative and execution shop, Xaxis Creative Studios (XCS). XCS leverages AI to understand real-time consumer behaviours on retailer websites and applies dynamic creative optimisation with data-driven product recommendations based on validated customer preferences. It provides a more convenient way for shoppers to add branded products to their preferred retailer’s basket, removing the need to remember the brand when they are online or in-store. It also significantly shortens the shopping journey for consumers, enabling them to browse, compare, and complete the order without leaving the ad.
GroupM India president – data, performance and digital products Atique Kazi said, “We believe there could not be a more exciting time to launch this solution as there are so many opportunities for brands and advertisers to capitalise on e-commerce platform growth. From consistent datasets to campaign measurement and optimisation knowhow, there’s various key ingredients when it comes to doing e-commerce advertising right. We are delighted to be working with the likes of Shopalyst and Flipkart – further combined with the behavioural data segments from other partners, we can give our clients a deep understanding of how to leverage data to secure better outcomes.”
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
