Brands
Kratos, the mobile adtech company launches Kuberplay,
MUMBAI : Kuberplay, an SDK-based service, offers a solution for app developers to monetize their applications, retain users and enhance consumer experience by empowering mobile users who choose to watch videos, subscribe to services, install applications and participate in other types of advertisements.
India with around 300,000 app developers is the second largest Android developer community in the world and with the average mobile app usage in India growing by at least 131%, India has outpaced the global growth rate in app development. The app development has created about 75,000 direct jobs in India, and has the potential to reach 600,000 over a period of time. However, monetisation of app development remains a challenge. Over 70% of app developers close shop because of inability to monetize their apps.
Kuberplay will help app developers monetize their app, especially the customers who access only the free component of the app, desire the complete app but are unable to buy the app because they are expensive. The global purchase of in-app purchase is only 2%; through Kuberplay this can increase up to 10% helping them towards financially viable business models. By integrating Kuberplay into their app the revenue of an App Developer in consumer premium space can increase by 25 to 30%.
Says Upal Pradhan, Founder and CEO, Kratos “Kuberplay, will change the game for app developers, and this will be the impetus for an evolution in mobile app development. The mobile has become a part of individual’s life management, and there is considerable development happening and possible through creation of new apps. We are happy to contribute towards this, as it will unleash the creativity and innovation, that earlier faced the challenge of monetisation. As a company, we have always been innovative in using our competencies in technology and our deep understanding of the mobile ecosystem to create platforms that provide a win- win scenario for all. We are hoping for this to be a complete game changer for the mobile app ecosystem.”
Brands
Parachute Advansed rolls out ‘Nariyal wali Holi’
Brand highlights coconut oil protection during festival of colours
NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.
