Brands
ITC Mangaldeep lights up Ayodhya with AR magic
MUMBAI: ITC Mangaldeep is taking Diwali devotion to the digital domain as it launches Digital Deepotsav, an Augmented Reality (AR) experience that lets devotees across India virtually light a diya and be part of Ayodhya’s iconic Deepotsav.
Through the immersive microsite at ayodhyamangaldeepotsav.com, participants can offer prayers to Lord Ram, contribute their virtual diya, and watch as their light joins a collective glow illuminating the holy city on 19 October. Each virtual diya corresponds to a real diya lit in Ayodhya, making the celebration truly participatory.
The brand aims to light a spectacular 1 lakh diyas arranged in a special design to convey faith, positivity, and unity. Visitors will also experience the mangaldeep khushboo path, with 25 five-foot agarbatti sticks and 25 maha havan cups filling the air with a divine fragrance, adding a sensory layer to the spiritual spectacle.
ITC divisional CEO of matches and agarbatti Rohit Dogra said, “Devotion is timeless, but the way we experience it can evolve. Digital Deepotsav blends the sacredness of tradition with the possibilities of technology. Through AR, millions of devotees can light their diyas virtually and feel connected to Ayodhya’s spiritual energy.”
With this initiative, ITC Mangaldeep reinforces its pioneering role in making devotion immersive, inclusive, and experiential, showing that faith and technology can shine together to create memorable celebrations.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
