MAM
MICA and WebEngage introduces new course ‘Tech Tonic’
Mumbai: With brands shifting their focus to retaining existing customers instead of acquiring new ones, retention marketing and consumer tech has climbed up the priority list for marketers and media managers. Taking the digital leap, MICA Ahmedabad has introduced a course titled ‘Tech Tonic – Consumer Tech and Campaign Management’ that will equip students with key principles of Consumer Technology, Retention Marketing, and Campaign Management.
To design and deliver this course, MICA’s Media Entertainment and Sports Management Specialisation (MESM) Area has partnered with WebEngage, a leading MarTech platform and Retention Consultancy suite that simplifies user engagement at scale. Industry veterans will lead the eight-session intensive program which aims to bridge the gap between traditional marketing theory and the practical application of data analytics in today’s competitive consumer tech landscape.
Speaking of the collaboration, MICA Dean Prof. Githa Heggde, said, “Today, data and technology is redefining consumer journeys and experiences. Hence, gaining a deeper understanding of the technologies that are reshaping and reconfiguring consumption experiences, costs and availability of data, analytics and business intelligence in media business becomes imperative. This collaboration with WebEngage acknowledges the growing need for academic programs that reflect the data-driven nature of modern marketing and will equip MESM area students with skills to tackle critical issues.”
Spanning over five weeks, this course will help students delve into challenges faced by massive media platforms in India’s highly competitive market. They will gain deep insights exploring how such platforms analyse customer data, tackle user engagement, communicate effectively across channels, and ultimately acquire users and retain them in this dynamic environment.
Delving into the course structure, MICA Prof. Santosh Patra and Prof. Anirudh Kalia, from the MESM area said, “Media, both as a vehicle and as businesses, have pivoted sharply from B2B to D2C under the waves of technology. This change makes it imperative for our media, entertainment and sports management specialisation students to learn data in all its nuances, building and managing consumer journeys and tools for engagement and retention. TechTonic – Consumer Tech & Campaign Mgmt is one such course that will equip them with both understanding and tools needed to navigate this better.”
“The course curriculum will expose students with in-depth key marketing principles like data-driven campaign planning, customer segmentation, personalisation and hyper-personalisation and retail media measurement”, they added.
WebEngage chief growth officer Ankur Gattani said, “This initiative aligns perfectly with WebEngage’s commitment to nurturing future-ready marketing, user engagement and retention professionals. There’s a great demand for talent in this space and I’m excited that MICA is giving the students a head-start into this subject – blending practical knowledge with their academic rigour.”
The course will have experts including Omnicom Media Group chief media officer Rabe T Iyer, Ankur Gattani, and Omnicom Media Group chief growth officer Anand Chakravarthy share their insights with our students.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
