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MRSI honours top researchers at 7th Golden Key Awards in Mumbai
Industry leaders celebrate research excellence as AI reshapes insights
MUMBAI: The market research industry gathered in Mumbai last week to celebrate the people and ideas shaping the future of insights.
The Market Research Society of India held the seventh edition of its Golden Key Awards on 6 March, recognising excellence across the research and analytics ecosystem. The event brought together industry leaders, brand custodians, researchers and young professionals, with 14 awards and a lifetime achievement honour presented during the evening.
Esomar consultant and president Anne-Sophie Damelincourt, delivered the inaugural address and highlighted how technology and artificial intelligence are rapidly transforming the research industry. She noted that deeper collaboration between global and regional players will be crucial as the sector adapts to new tools and evolving data landscapes.
Esomar consultant and president anne-sophie damelincourt said the organisation is working with MRSI on a joint event focused on AI and technology scheduled for 2027. She added that the initiative aims to bring together researchers, technologists and business leaders to discuss responsible applications of AI in insights and research while encouraging global collaboration.
The evening also featured a fireside chat titled The Craft of Quiet Brilliance with national award winning actor Vikrant Massey. In conversation with Shafali Arora, Massey reflected on his professional journey and the importance of resilience and authenticity, drawing parallels between storytelling in cinema and the art of building meaningful insights in research.
Alongside the awards, MRSI also unveiled its refreshed logo, signalling an evolution in the organisation’s identity. The new visual language aims to reflect the body’s role as a hub for expertise and innovation in India’s research and insights community while reinforcing its focus on ethical standards and industry excellence.
Among the winners, Hindustan Unilever Limited and several research firms featured prominently across categories ranging from technology innovation to business impact. Rohit Bansal of Hindustan Unilever Limited was named Best Researcher Under 30, while Kantar won Best Operations Team of the Year. Third Eye Integrated Services Pvt Ltd received awards for both client servicing and the use of artificial intelligence.
Other winners included Zee Entertainment Enterprises Limited for Best Client Insight Team, Flipkart Internet Pvt Ltd for Best Business Impact Through Analytics, and Quantum Consumer Solutions for Best Research Methodology Innovation.
The Lifetime Achievement Award was presented to B V Pradeep in recognition of his long standing contribution to the research and insights community.
Tam Media Research chief growth and partnerships officer and MRSI president Nitin Kamat said the industry in India is experiencing significant growth driven by digital transformation, changing consumer behaviour and the increasing role of artificial intelligence and advanced analytics. He added that the Golden Key Awards continue to highlight how research can deliver meaningful strategic and business impact while raising the standards of excellence across the ecosystem.
The seventh edition of the awards was supported by several industry partners including Advent International, Hindustan Unilever Limited, Nestlé India, ITC Limited, Amazon, NielsenIQ and Ipsos, among others.
ITV News
Voltas launches Zest AI AC range with new campaign
Digital-first push spotlights AI cooling, geofencing and energy optimisation.
MUMBAI: When it comes to comfort, Voltas is betting that knowing you beats just cooling you. Voltas, part of the Tata Group, has unveiled its latest campaign, “AC Jo India Ko Samjhe”, introducing the new Voltas Zest AI AC range with a clear tilt towards younger, digitally native consumers. Conceptualised by Schbang, the campaign leans on slice-of-life storytelling, pairing technology with emotion. It features Neetu Kapoor and Ranbir Kapoor, using their real-life mother-son dynamic to draw a parallel between artificial intelligence and instinctive human understanding.
The films play on a simple insight: while AI may know everything, no one quite understands you like family does. That idea becomes the hook to showcase the product’s core features without turning the narrative into a hard sell.
At the centre is the Voltas Zest AI AC range, equipped with AI Adaptive Cooling, Energy Manager Mode and Geofencing. The system is designed to learn user behaviour, anticipate cooling needs and optimise energy consumption positioning smart cooling as a baseline expectation rather than a premium upgrade.
The rollout is digital-first, with a strong focus on platform consistency and storytelling-led engagement. The approach reflects a broader shift in how appliance brands are speaking to younger audiences less spec sheet, more story arc.
Voltas chief marketing officer Pragya Bijalwann said the focus is on delivering comfort that feels intuitive and personalised. Meanwhile, Schbang’s leadership underscored that the campaign’s creative direction stemmed from a simple truth: technology resonates best when it feels human.
By blending familiarity with functionality, Voltas is not just pitching a smarter AC, it’s pitching a smarter relationship with the everyday.
