MAM
IAB Southeast Asia and India enter into exclusive partnership with Comexposium India to bring certified training to ad:tech Mumbai and New Delhi
MUMBAI: The Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India) and Comexposium India have announced their exclusive partnership in India for specialist certified Masterclasses which will feature as part of ad:tech Mumbai and ad:tech New Delhi.
Jaswant Singh, Managing Director, Comexposium India shared: “We are very excited to partner with IAB SEA+India. When we heard that IAB Singapore was expanding to Southeast Asia and India we wanted to collaborate immediately. This partnership elevates both our offerings and supports our mutual vision of supporting the acceleration of the digital industry in India.
Both Comexposium India and the IAB SEA+India have experienced rapid business growth over the past four years and we understand each other and what it takes to exceed expectations year on year.”
Miranda Dimopoulos, Regional CEO, IAB SEA+India added: “We have taken a different approach in India from other markets in the region, which is to partner with local Trade Associations. This change is based on key learnings in market over the past 6 months including a number of workshops conducted on ground to understand what is needed in this priority market for our Members.
I have known Jaswant for a number of years and have complete faith that he and his team have the experience, ability and execution standards that reflect our aspirations at the IAB SEA+India. The ad:tech events in India are best in class and incorporating our specialist certified Masterclasses is a natural fit focusing on education to complement the already high calibre conference.”
The IAB SEA+India certified digital masterclass will be held on November 12th, 2019 and will cover the foundations of creative strategy, B2B marketing on mobile and will also include more advanced sessions on measurement for business-focused outcomes, E-commerce in India and social strategy.
“For these sessions we bring our top scoring speakers from our regional events as well as top notch local speakers to provide a range of perspectives” shared Laura Greally, Regional VP Education and Industry Initiatives. “Our curated certified masterclasses are developed to complement inhouse training programmes as well as partner provided education sessions. With feedback scores of 4.8/5 we are meeting the industry needs of levelling up the skillsets of those talents already in the industry to move to the next level to continue to trail blaze in the fast paced Indian digital market.”
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
