Digital
Digital marketing beyond Google, Facebook, Amazon
NEW DELHI: The realm of digital marketing has grown much beyond the porticos of Google, Facebook and Amazon, with advertisers becoming eager to experiment with the platforms and investing in more targetted solutions, highlighted the diverse panel discussing the widening scope of digital marketing in the new world with Indiantelevision.com founder, CEO and editor in chief Anil Wanvari.
The panel consisted of Team Pumpkin co-founder and CBO Swati Nathani, Zoo Media and FoxyMoron co-founders Suveer Bajaj and Pratik Gupta, White Rivers Media CEO and co-founder Shrenik Gandhi, iProspect India AVP-strategic solutions Nihal Nambiar and Wavemaker India chief client officer and head-west Shekhar Banerjee.
While the advertisers were already staying alert about the diverse possibilities digital marketing has to offer, Covid2019 acted as a catalyst in facilitating the move.
Gandhi insisted that while the world was expecting the number of people on traditional media and digital reaching at par in 2025, Covid2019 has managed to attain that within this year itself, thus prompting even the most traditional brands to venture online.
Nambiar noted, “It is a fact that the lockdown has been a crazy experience for the industry. Many brands had to remain completely silent while many increased their spends on digital platforms. Going ahead, brands realise it will be smarter for them to invest in at least one or two advertising media than going completely thin and that’s where digital will benefit.”
He added that apart from the usual Google, Facebook, Amazon (e-commerce) mix, the brands are looking at more organic options to advertise. They are churning out their own properties, content, and are greatly investing in technology, to make the most of the medium.
Banerjee elucidated that brands are going heavy on performance marketing. “Apart from the usual search, social, and e-commerce mix, one platform that has become the biggest gainer during the period is e-groceries section, taking a huge part of the digital pie. Going ahead, hyperlocal platforms, with their changing business models will be more conducive to advertising.”
He also hinted that influencer marketing will change in a big way in the future, with it becoming more hard-core and result-driven. Additionally, social commerce will attract a lot of advertisers.
Nathani added that outdoor screens like tabs inside the cabs will also attract of a lot of advertiser attention.
Bajaj lauded the growth that platforms like TikTok have gained during the period and also highlighted the prominence that OTT platforms are getting from the advertisers as consumers spike. “OTT picked up a big way during the covid-period, and with most of them running on a hybrid (AVOD+SVOD) model, attracted good revenues. While this quarter might not be big for them with advertisements, the subscriptions are hitting the roof. Going ahead, they will attract a lot of advertiser attention too.”
In addition to these, gaming platforms and digital events are also going to get a substantial part of advertisers pie in the coming future.
TAGS: Digital Marketing, Indiantelevision Virtual Roundtable. FoxyMoron, Zoo Media, Pratik Gupta, Suveer Bajaj, Team Pumpkin, Swati Nathani, White Rivers Media, Shrenik Gandhi, Wavemaker, Shekhar Banerjee, iProspect, Nihal Nambiar, TikTok, Google, Facebook, OTT
Digital
How an AI personality became one of India’s fastest-growing influencers
A web series star, podcaster, and 376k Instagram followers, Naina Avtr is India’s first AI superstar
MUMBAI: Move over humans, India’s first AI superstar is taking centre stage. Meet Naina Avtr, a 22-year-old virtual influencer from Jhansi who has captured the imagination of millions. Since her debut in late 2022, Naina has become more than just a CGI creation – she is a bona fide digital celebrity with over 3.76 lakh Instagram followers.
Naina’s claim to fame is packed with firsts. She made her acting debut in October 2025 in the micro-drama series Truth & Lies on Instagram, marking the first time an AI character led a drama alongside human actors. She also hosts The nAIna Show, India’s first AI-driven podcast, where she has chatted with celebrities like Sobhita Dhulipala, Richa Chadha, Kritika Kamra, Saiyami Kher, Esha Deol, Hansika Motwani, and Nargis Fakhri.
The virtual diva has also become a style icon and brand ambassador, collaborating with big names like Nykaa, Puma, and Pepsi. Her Instagram feed, packed with dance routines, outfit reels, fitness tips, and lifestyle snapshots, regularly sparks debate among fans over whether she is real or robot.
Behind the magic is Avtr Meta Labs, led by CEO Abhishek Razdan. Naina comes to life using a blend of CGI, generative AI, and hybrid motion capture, where a human double’s movements are digitally swapped with Naina’s face. Her AI-powered voice can speak in 120 languages, making her a truly global digital star.
The AI icon has not gone unnoticed, winning awards such as the NDTV WhosThat360 AI Creator Award, the Midday Showbiz AI Influencer Award, and the International Iconic AI Influencer title in 2024.
Whether you’re a tech enthusiast or just scrolling for entertainment, Naina Avtr proves that the line between virtual and reality is blurring, and she is leading the parade.
