MAM
Loc8 by Osmo shifts OOH from counting impressions to capturing attention
MUMBAI: Having shaped impactful campaigns for brands like Renault, HP, Daikin and Max Estates, OSMO, one of India’s fastest-growing OOH agencies, has unveiled the power behind its success: Loc8, its proprietary planning platform.
Loc8 is a first-of-its-kind tool built at the intersection of AI and human vision cognition that shifts out-of-home advertising from measuring reach to measuring attention. For the first time, Osmo is detailing how Loc8 delivers actionable insights that answer marketers’ most fundamental question: “Will people notice?” By transforming raw video data into quantifiable visibility and attention metrics, Loc8 provides advertisers with a sharper understanding of audience engagement and placement potential.
“OOH stands at the brink of a transformation. Advertisers no longer want just eyeballs; they want evidence of attention and ground truth. Loc8 is the breakthrough the OOH industry has been waiting for – a next-generation metric that captures real-time audience attention,” said Osmo, co-founder, Mangesh Shinde.
He added, “In a world where attention is the most valuable currency, Loc8 equips brands with the power of AI, enabling campaigns that are smarter, measurable and impossible to ignore. At Osmo, we say ‘Attention is the New Oil.’ And with Loc8, we’re helping clients harness it.”
Loc8 works by combining real-world data collection, machine learning and cognition science into a seamless framework. Real-world site footage captured via IoT devices is analysed by machine learning engines, which generate attention metrics and a visual saliency score refined with live traffic conditions. These insights are then mapped across people, places and placements, measuring commute journeys, traffic speeds, impressions, points of interest, visibility, positioning, obstruction and dwell time. This process helps identify which OOH assets reach the right audience, how many they engage and the depth of attention they command. The results are made instantly accessible through an engagement console that presents clear attention metrics and effectiveness dashboards, enabling advertisers to plan smarter and more attention-led campaigns.
Already embedded into several landmark campaigns across categories such as automobiles, real estate and consumer goods, Loc8 has been instrumental in unlocking deeper engagement and brand recall in crowded urban landscapes.
“OOH is at a stage where advertisers increasingly demand accountability. As investments in the medium grow, LOC8 enables decision-makers to conduct a virtual recce with confidence. By combining AI, ML and cognition science, our attention metrics build trust, benchmark asset performance and ensure campaigns are noticed, not just seen,” said Osmo, co-founder, Nipun Arora.
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
