MAM
Bidding wars and business wins as Indiamart dares buyers to shart
MUMBAI: Betting on business just got a digital upgrade and it starts with a “Lagi Shart?.” Indiamart, the country’s largest online B2B marketplace, has dropped a cheeky new campaign that’s all bets, banter, and business. Titled ‘Kaam Yahin Banta Hai’, the campaign reimagines the age-old generational faceoff old-school dad vs digital-savvy son through a series of playful ad films that land one punchline repeatedly: when it comes to business, Indiamart just gets it done.
The campaign hinges on the classic Indian dare Lagi Shart? as the son consistently outsmarts the father by sourcing better deals, bulk buys, and trustworthy suppliers on Indiamart. The punchline: every bet ends in a win thanks to tech, transparency, and trust.
And the numbers back the brag. Indiamart now serves over 211 million registered buyers, connecting them with a massive network of 8 million plus suppliers across the country. With a staggering 119 million plus products listed, the platform ensures variety and depth like no other. Trust is baked in, too thanks to over 8 million product reviews and ratings, and the fact that 40 per cent of sellers are GST-verified. All of this has earned Indiamart a solid 4.8 rating on the Play Store, reinforcing its position as the go-to digital marketplace for Indian businesses.
The campaign cleverly flips the script on how Indian businesses traditionally operate, highlighting how shifting from offline chaos to digital clarity can be a game-changer. The creative brain behind the campaign, ART-E Mediatech, used this generational gap as creative gold, striking a tone that’s both nostalgic and now.
With nearly three decades of presence, Indiamart has evolved into more than just a listings site, it’s a matchmaking engine for MSMEs and large enterprises alike, connecting demand and supply with digital precision.
So, the next time someone challenges your sourcing smarts, you know what to say, Lagi Shart?
Brands
Tech Mahindra names Jeetu Anandani VP & country head – enterprise & strategic accounts
Veteran tech leader to drive enterprise growth across Australia and New Zealand
MELBOURNE: Jeetu Anandani has stepped into a larger leadership role at Tech Mahindra, taking charge as vice president and country head for enterprise and strategic growth across Australia and New Zealand.
Based in Melbourne, Anandani will steer the company’s enterprise portfolio in the ANZ region, focusing on expanding business across high-growth sectors such as retail, energy and utilities, health insurance and logistics. The move signals Tech Mahindra’s intent to deepen its presence in one of the world’s most competitive enterprise technology markets.
In his new role, Anandani will lead growth initiatives, build strategic partnerships and strengthen relationships with key stakeholders across industries. His mandate also includes accelerating business development efforts in sectors such as manufacturing, travel and logistics while helping clients navigate digital transformation and AI-led change.
The promotion caps a steady rise within Tech Mahindra. Anandani most recently served as communications, media and entertainment head for BPS across the Asia Pacific and Japan region, where he worked on expanding enterprise deals and strategic partnerships. Before that, he held the role of account director, managing key client relationships and delivery programmes.
Prior to joining Tech Mahindra in 2020, Anandani spent nearly eight years at Telstra as country manager in Mumbai, overseeing operational growth and partnerships. His earlier career includes leadership stints at Tata Consultancy Services, Vodafone and JPMorgan Chase.
With more than two decades of experience across telecom, banking and IT services, Anandani now takes the helm of Tech Mahindra’s enterprise push in ANZ, a region where demand for AI, digital transformation and large-scale technology partnerships continues to gather pace.
