MAM
Media Mantra launches Digital Innovation Hub
Mumbai: PR and communications firm Media Mantra has announced the launch of its Digital Innovation Hub. The firm’s latest offering will cater to its ever-growing portfolio of clients for their digital communication requirements. The Digital Innovation Hub will offer services under four core pillars-creative hub, social media and publishing strategy, digital expansion and studio – to support clients for their specific requirements.
The division will be headed by Hemant Varma, who has joined Media Mantra as the head of strategic campaigns, as the organisation takes yet another pivotal step in strengthening its presence as a complete integrated communications agency.
Media Mantra founding director Udit Pathak said, “We are currently undergoing a very exciting phase of growth. Our latest offering—Digital Innovation Hub—is a testimony to our persistent efforts to consistently expand our service offerings in our bid to become India’s leading integrated communications firm. The digital practise will leverage the expertise of our strong and hardworking team of digital marketing strategists, SEO specialists, social media experts, and creative designers to create amazing client experiences and transform the way C-suite decision-makers approach business in the ever-competitive digital era.”
While Creative Hub will ensure a strategic approach to connecting with targeted groups at multiple touchpoints, clients will be able to amplify their reach and initiate engaging conversations through social media and publishing strategies. With digital expansion, Media Mantra will now offer exclusive services including website development, SEO, app development, paid campaigns, PPC, and lead generation, among others. At the behest of its studio, the new digital practice will aid clients in innovative storytelling via engaging static and motion graphics.
Media Mantra CEO Rahul Mehta said, “In recent years, Media Mantra has laid a strong foundation to enter the next phase of its strong growth journey. We have a proven track record of executing award-winning campaigns for clients, and the launch of our digital practise will only help us serve our clients in a more robust and diversified manner. With Digital Innovation Hub at the forefront, Media Mantra will now offer a spectrum of highly customisable services including digital marketing strategy and consulting, social media marketing (SMM), search engine optimization (SEO), video and animations, user experience and interface design, branding and much more.”
Varma said, “Having worked on multiple award-winning campaigns throughout my career, I would like to use my expertise to create some data-driven, meaningful campaigns with purpose at the core of them. With the launch of the Digital Innovation Hub at Media Mantra, we intend to provide integrated communications strategies to our esteemed clients. From SEO to branding strategy, creating websites, apps, paid campaigns, influencer partnerships, publishing strategy, and digital campaigns, our team is well-equipped and super excited to start this new journey.”
MAM
Deepfakes target women in 93 per cent of cases, report finds
Pi-labs study shows 900 per cent rise in female-focused synthetic media; India sees 60 per cent jump in cybercrime complaints.
MUMBAI: Deepfakes aren’t just fooling cameras, they’re hitting women hardest, turning pixels into a new kind of weapon. A new report from creator intelligence platform Pi-labs has revealed that nearly 93 per cent of deepfake victims are women, with deepfake content targeting females surging 900% in recent years. The findings paint synthetic media as a fast-escalating digital threat with a stark gendered impact.
In India, cybercrime complaints involving women rose from about 50,000 in 2024 to nearly 80,000 by 2026, an increase of roughly 60 per cent in just two years. Almost 98 per cent of deepfake pornography is aimed at women, often powered by face-swapping apps and bot networks that disproportionately target females, including school-age girls. Victims typically fall in the 18–30 age group, with Bengaluru reporting a growing share of cases.
Globally, 62 per cent of deepfake abuse cases involving women go unreported due to stigma, in India, over one-third of women facing online harassment take no action, and many reduce their digital presence after abuse. Close to 33 per cent of women remain unaware of protective laws.
City-level trends show Bengaluru leading with nearly 30 per cent of complaints, followed by Hyderabad (14 per cent), Mumbai (13 per cent), Chennai and Kolkata (5 per cent each), and Delhi (3 per cent).
Pi-labs, CEO and founder Anukush Tiwari said, “AI is one of the most powerful technologies of our time, but like every powerful tool, it reflects the intent of those who use it. We are witnessing a growing trust deficit in digital spaces, where identity can be manipulated within minutes and reputations can be damaged overnight.”
Image morphing and deepfake videos remain the most common forms of misuse. The report also notes a new trend: fully AI-generated female personas (not based on real individuals) gaining high engagement on social platforms, raising questions about digital credibility.
Detection remains challenging due to widespread generative tools and rogue creators. Industry estimates suggest over 5,000 face-swap tools and more than 1,000 voice-cloning applications are accessible online.
pi-labs offers pi-authentify, an AI-driven detection system that scans media for generative markers and provides authenticity scores, as well as Namokavach, a verification portal delivering confidential assessments within two working days. The Payal gaming case was resolved using pi-authentify’s forensic analysis.
The report urges minimising digital footprints and adopting detection tools to limit replication risks. It frames the gendered impact of synthetic media as an urgent digital safety issue requiring coordinated action from individuals, platforms and technology providers.
In a world where faces can be borrowed in seconds, the real crime isn’t just creation, it’s the silence that follows, and women are paying the heaviest price.
