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Aidem Ventures pockets BAG Films’ ad sales duties
MUMBAI: The Raj Nayak-promoted Aidem Ventures has bagged another client: the Anurradha Prasad-promoted BAG Films & Media. BAG has outsourced its entire ad sales function for its two channels News24 and E24, and 10 radio stations under Radio Dhamaal to Aidem. 
The three channels operate under different BAG subsidiaries: E24 under BAG Glamour, News24 under BAG News Line and Radio Dhamaal under BAG Infotainment.Market estimates are that they generated ad sales revenues of Rs 480 million in the year ended 31 March 2010.
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| Anurradha Prasad |
Confirming the agreement between the two, Prasad said that BAG Films expects Aidem to write substantially higher ad revenues than 2010. Aidem director Vikas Khanchandani too confirmed the development, saying that he was confident that Prasad’s expectations would be met.
Aidem Venture handles ad sales for Sahara One, Filmy and Firangi, MSN, Mi Marathi, NDTV Profit, NDTV India, NDTV 24X7 and NDTV Good Times. Estimates are that Aidem would be billing close to Rs 5 billion annually for all these clients.
Prasad said that the most of ad sales team at BAG Films had been absorbed within Aidem Ventures. Director sales Sanjeev Kalia had been given additional responsibility and re-designated as director revenue at BAG Films.
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| Raj Nayak |
Adds Khanchandani: “We have been working on generating higher efficiencies from BAG Films’ ad sales operations, streamlining process and the endeavour is to take ad rates up too. We are also consulting them on other fronts too as we have our own experience in the news space from the sales perspective over the past several years.”
He added that BAG was going to invest in distribution to ensure better availability of the channel. “With all this in place, we are confident we will do well,” he said.
Overall BAG Films reported a total income of Rs 607 million in the year ended 31 March 2009 with a profit after tax of Rs 15 million.
The BAG Films share closed at Rs 15.75 on the BSE on late Friday.
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Surya Roshni scales cross-screen campaign with VDO.AI strategy
12M plus impressions, CTV 95.28 per cent completion, display CTR beats benchmarks
MUMBAI: When screens multiply, attention fragments but smart storytelling stitches it back together. Surya Roshni has expanded its “India Bole Surya Ko YA” campaign into a cross-screen digital play, partnering with VDO.AI to build an integrated ecosystem spanning Connected TV (CTV), online video (OLV) and display formats. The move reflects a broader shift as brands look to stay consistently visible in an increasingly on-demand, multi-device consumption landscape.
In a category where purchase cycles are infrequent, the brief went beyond visibility to continuity ensuring the brand remains relevant across touchpoints rather than appearing as a one-off interruption. VDO.AI’s solution was an omnichannel strategy designed to connect screens, formats and user journeys into a single narrative flow.
CTV formed the campaign’s anchor, using immersive formats such as animated wrappers, carousel galleries and a ‘Scan to Shop Now’ QR code to convert passive viewing into active engagement. This was extended to OLV through shoppable formats, allowing users to move seamlessly from content consumption to product exploration on personal devices. Rich media display added the final push, with formats like 3D Wobble and 3D Cube introducing motion-led interactivity to drive clicks.
The results point to strong execution. The campaign delivered over 12 million impressions, with performance metrics consistently beating industry benchmarks. CTV recorded a 95.28 per cent completion rate against an 85 per cent benchmark, while OLV achieved a 57.38 per cent completion rate and a 0.25 per cent click-through rate, both above standard levels. Rich media display posted a 0.34 per cent CTR, outperforming the 0.2 per cent benchmark.
The campaign also underscores a larger industry shift from siloed campaigns to connected systems that mirror how consumers actually move across screens. By aligning storytelling with programmatic precision and audience intelligence, the initiative moves beyond impressions to measurable engagement.
As digital ecosystems evolve, the takeaway is clear, it’s no longer about being seen once, it’s about being seen everywhere, and making each moment count.
