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Valueleaf’s ‘Mitra – The Chanakya Way’: Fusing ancient wisdom with modern marketing innovation
Valueleaf Services, a leading ad tech company with 18 years of experience, is renowned for offering innovative and creative end-to-end performance solutions. Specializing in over 15 categories, including Real Money Gaming, Banking & Finance, and Crypto, Valueleaf excels in user acquisition and unique marketing solutions for over 400 brands. With a focus on ROI-driven campaigns, fixed CPL, and no-risk engagement, Valueleaf adds significant value to businesses in the competitive online marketing landscape.
Indiantelevision caught up with Valueleaf Group president Amitabh Bishnoi to discuss the thought process and inspiration behind their latest initiative, “Mitra – The Chanakya Way.” Rooted in the profound teachings of Chanakya, this event embodies strategic wisdom and foresight, aiming to foster a collaborative marketing community.
Edited excerpt
On the thought process and inspiration behind Mitra – The Chanakya Way
Mitra – The Chanakya Way” is born out of Valueleaf’s unwavering commitment to cultivating a collaborative and dynamic marketing community. The inspiration behind this initiative stems from the profound teachings of Chanakya, the ancient Indian strategist renowned for his unparalleled wisdom and strategic acumen. Chanakya’s principles of foresight, knowledge sharing, and meticulous planning are seamlessly woven into the fabric of this event. Mitra – The Chanakya Way is not just a gathering it is a confluence of minds where marketing professionals come together to exchange ideas, foster partnerships, and propel the industry forward with a collaborative spirit.
On the significance and rationale behind selecting the name “Mitra – The Chanakya Way”
Mitra – The Chanakya Way” signifies the fusion of friendship and strategic wisdom. “Mitra,” meaning “friend” in Sanskrit, embodies our mission to create a warm, collaborative community. “The Chanakya Way” reflects our dedication to strategic thinking and innovation in marketing. This event encapsulates our vision of combining knowledge, strategy, and collaboration to elevate the marketing industry.
As Satish and Srikanth, founders of Valueleaf, state, “Mitra – The Chanakya Way is our tribute to Chanakya’s timeless wisdom and our commitment to fostering a thriving marketing community through strategic collaboration and shared knowledge. It’s more than an event; it’s a movement towards a smarter, more connected marketing landscape.
On of the key takeaways from Valueleaf’s Mitra – The Chanakya Way, featuring a panel of CMOs
At “Mitra – The Chanakya Way,” marketing thought leaders highlighted how deep analytics is revolutionising marketing strategies. By leveraging AI and big data, marketers can achieve advanced targeting and personalization, ensuring messages reach the right audience at the right time. This data-driven approach allows for strategic foresight, enabling marketing leaders to anticipate trends and plan long-term. Cross-platform integration, powered by analytics, ensures a seamless customer experience with consistent engagement across channels. Furthermore, ethical data practices build transparency and trust with customers. The panel emphasized that understanding and anticipating customer needs through deep analytics is key to driving engagement and loyalty. This collaborative sharing of insights fosters a marketing community dedicated to growth and innovation.
On the strategic reasons for choosing Macau as the international venue for the event
Valueleaf’s decision to host Mitra 2024 in Macau was all about escaping the daily grind and letting the true personalities of industry leaders shine. Macau, with its unique blend of vibrant culture and tranquillity, was the perfect setting to leave behind the everyday hustle and focus on genuine connections. By choosing this location, Valueleaf aimed to create an environment where creativity and innovation could thrive. Away from typical corporate surroundings, attendees were free to relax, share insights, and engage in real conversations. This strategic move was designed to break down barriers and inspire fresh ideas, ensuring that Mitra 2024 was not just another event, but a memorable experience that made a lasting impact on everyone involved.
On Valueleaf’s plans for future events and details about upcoming initiatives
Building on the success of the Mitra – The Chanakya Way event in Macau, Valueleaf is set to elevate its influential initiative to new international heights, with a strategic vision to convene marketing leaders from across the globe. These forthcoming gatherings will offer a unique platform for professionals to connect, exchange insights, and foster innovation. The second edition of Mitra – The Chanakya Way, launching soon, will delve into pioneering advancements in martech, adtech, and immersive advertising, sharing essential knowledge for thriving in an ever-evolving digital landscape. Amitabh Bishnoi, President – Growth at Valueleaf Group, emphasized, “Our mission is to make Mitra – The Chanakya Way a hallmark event in the global marketing arena. We are committed to hosting more transformative gatherings in various international locales, enabling marketers to collaborate and stay ahead of the curve with shared knowledge.” Valueleaf’s unwavering commitment to advancing the marketing community fosters environments where professionals can build lasting relationships and stay abreast of industry trends, ensuring the sustained success and innovation of its clients and the broader marketing industry.
On Valueleaf’s potential expansion into other industries for future Mitra – The Chanakya Way events
Valueleaf is continuously exploring opportunities to expand its reach and impact across various industries. While Mitra – The Chanakya Way has firmly established itself as a premier community in the martech and ad tech spaces, our commitment to fostering innovation and collaboration remains strong. We are actively evaluating potential sectors that could benefit from the insights and connections facilitated by Mitra. As we plan future iterations, our focus will be on delivering unparalleled value and creating transformative experiences for all participants, ensuring that Mitra stands out as a hallmark community in the industry.
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De Beers launches ‘A Diamond Is Forever’ centenary book
Visual retrospective traces 100 years of iconic slogan and cultural impact.
MUMBAI: De Beers just dropped a century’s worth of sparkle between two covers because when a four-word line becomes forever, even the book needs a forever title. De Beers Group has released A Diamond Is Forever: The Making of a Cultural Icon 1926–2026, a landmark visual retrospective celebrating 100 years of shaping the modern perception of natural diamonds. The book traces how the brand transformed diamonds from elite heirlooms into universal symbols of love, commitment and personal achievement, with rare archival material, campaign highlights and cultural commentary.
At its core is the legendary 1947 slogan “A Diamond Is Forever,” penned by N.W. Ayer copywriter Frances Gerety. The four words redefined diamonds as eternal promises, earning the title of the 20th century’s greatest advertising slogan from Advertising Age in 1999. The book explores how this idea and others like the “Two Months’ Salary” guideline and the “Right Hand Ring” influenced social rituals, female independence and consumer behaviour worldwide, including in India, where diamonds shifted from gold-centric traditions to emotionally resonant milestones.
Beyond marketing, it showcases collaborations with artists like Pablo Picasso, Salvador Dalí and Raoul Dufy, alongside icons such as Marilyn Monroe and Elizabeth Taylor. Later campaigns, including the 1990s “Shadows” series set to Karl Jenkins’ Palladio, reinforced diamonds as timeless and unique. The narrative also addresses today’s focus on provenance, sustainability and ethical stewardship, positioning natural diamonds as symbols of both enduring love and responsible luxury.
The book arrives as De Beers marks a century of innovation in luxury marketing, from the Great Depression to the era of conscious consumption, offering a rare window into one of advertising’s most enduring brand stories.
In a world where trends fade fast, De Beers didn’t just sell diamonds, it sold forever, and now it’s bound the proof in pages that will outlast even the hardest carat.
