MAM
Aidem Ventures, eBus Media float JV for India
MUMBAI: eBus Media Network and Aidem Ventures have formed a joint venture in India to offer a complete solution for digital distribution and management of television commercials (TVCs) to advertisers, agencies, media owners, content producers and broadcasters.
The new JV between the two companies will be known as eBus-Aidem. Ajay Verma will be the chief executive of the new entity.
Verma has over 17 years of advertising & marketing experience, having worked with organisations like O&M, Draft-FCB, Redifussion, Y&R, Contract and Percept Hakuhodu and has been part of eBus startup operations in India.
eBUS is a Singapore-based company involved in video content management and distribution business for the media industry. Aidem Ventures is a media consulting, sales and marketing company.
Says Aidem director Kaushal Dalal, “We believe that the future is going to be tapeless and digital delivery of TVCs will be the norm. To this end, the solution that eBUS has to offer is truly excellent. The coming together of eBus and Aidem will not only add to the range of media related services that Aidem provides but will also help bring in the future much faster.”
In the new service, the advertiser has to send TVCs once and it is digitally delivered to the list of broadcasters as specified by the client/agency within six hours. Advertisers can also track the commercial going to broadcasters online and have access to commercials in different formats for their presentation on mobile, Internet, etc.
Averred eBUS Singapore CEO Carmine Masiello, “With the expansion and modernisation of the television industry, including digital and HD, we provide advertisers a much faster and convenient mode for delivering TVCs. Given the complexity of the Indian markets, we trust that partnering with Aidem will not only add the local expertise we need to promote our products and services but also go a long way in establishing eBus as the standard mode for delivering TVCs in this market space.”
For the broadcasters this will mean faster arrival of TVC‘s in digital quality, complete library management, no more handling of physical tapes or ingesting, thereby saving physical space, time, effort and money.
Said Aidem Ventures managing director Raj Nayak, “We believe this technology will be a game changer and goes with the company‘s vision to diversify into areas that is in synergy with our core business. Leading broadcasters have already started using the eBus technology and more are signing shortly. Many leading advertisers also have already signed up and are currently using and having the benefits of the eBus solution.”
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
