MAM
AlterType and Chalet bring joy to hospitality
MUMBAI: Chalet Hotels’ new-age premium lifestyle brand, Athiva Hotels & Resorts, has arrived with a smile, and a promise. Its debut brand campaign, Joy Is On The House, crafted by creative agency AlterType, redefines premium hospitality by blending authentic joy, wellness, and sustainability in equal measure.
Launched with a cinematic film, the campaign introduces Athiva not just as a hotel brand, but as a place “where guests don’t just check in, they come home.” The brand’s first property, Athiva Resort & Spa, Khandala, opened in October, with new destinations in Navi Mumbai, Aksa Beach, Goa and Kerala soon to follow.
“Athiva embodies the perfect balance between the assurance of the expected and the delight of the unexpected,” said Chalet Hotels Ltd vice president – marketing & sales Rachit Gupta. “Designed for modern travellers, Athiva stays rooted in Indian warmth while offering contemporary experiences that inspire joy and connection.”
From naming to narrative, AlterType has been integral to shaping Athiva’s brand DNA. “We wanted to build something that doesn’t just advertise joy, but quietly delivers it, from booking to check-out,” said AlterType co-founder & managing director Siddharth Loyal.
Through film, digital storytelling, and immersive on-ground experiences, Joy Is On The House positions Athiva as a new benchmark in premium hospitality, one where joy isn’t just an offering, it’s the entire experience.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
