MAM
ART-E Mediatech bags creative & digital mandate for Indica
Mumbai: ART-E Mediatech has bagged the digital & creative mandate for Indica, an Indian herbal hair colour brand from the CavinKare portfolio.
In order to create a strong digital presence of Indica, the agency will be taking on the responsibility of presenting it with the right mix of creative thinking & data-based research, the company said in a statement.
The agency will be responsible for formulating & executing social media strategy, cross-medium communication strategies, and influencer marketing strategies for building a strong brand voice, it added.
“We have always directed our efforts in crafting products that make our consumers’ life easy while rendering an enriching experience. So, it is imperative for us to stay in touch with consumers all the time,” said CavinKare digital & e-com marketing head Amlan Pati. “Given the popularity of social media in the post lockdown world, we were looking for an agency that could transcribe our expansion plans into reality and create a buzzing platform for our consumers to engage with us anytime. And, team ART-E fits the bill.”
“At ART-E, partnering with a new brand gives us an opportunity to leverage our sound digital knowledge using new-age technological advancements and keeping in sync with the changing preferences of the audience. We look forward to our partnership and hope to build a dynamic brand presence for Indica,” said ART-E Mediatech co-founder Rohit Sakunia.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
