Digital
BC Web Wise bags the digital duties for Gatsby
Mumbai: Gardenia Cosmotrade men’s grooming brand Gatsby onboarded BC Web Wise for the digital duties. The agency will drive the brand’s positioning and awareness for its entire range of products and help capture a greater share in the men’s grooming space.
Japanese company Mandom Corp., which owns Gatsby, has owned the brand since its establishment in 1927. Since then, it has evolved with the times and trends to become a total grooming brand with products in various categories including hair styling, face care, body care, beard grooming, and fragrance. Through its product line targeted at young Indian men, the company is currently looking at reinforcing and expanding its presence in India.
Gardenia Cosmotrade designated partner Puneet Motiani said, “The male grooming market in India is at an inflection point, the youth today is globally aware and demands products that are world class, to which they add their own style of expression. Gatsby, born in Japan and consumed across the world, provides one of the best quality and range of products in the male grooming category. We’ve got a variety of exciting new launches of styling and skincare products coming up. And I am certain that the audience is going to love them. We’re looking forward to this creative partnership with BC Web Wise to position the brand ‘Gatsby’ as their preferred choice.”
Gardenia Board brand & marketing expert and advisor Pankaj Bhawnani said, “Chaaya is transforming BC Web Wise with a fresh talent pool and brings to the table a unique blend of creative, social, performance and ecommerce capabilities, making them the right partner for the growing ambitions of Gardenia Cosmotrade.”
Speaking on the appointment, BC Web Wise founder & MD Chaaya Baradhwaaj added, “Gatsby is an exciting brand that continuously innovates driven by data. It aligns seamlessly with the BC Web Wise DNA and we are excited to partner in the growth story of the brand with creative and impactful digital marketing solutions.”
Digital
AI drives 92 per cent surge to 15M views across India’s open web
Taboola data shows rising AI curiosity reshaping digital consumption trends
MUMBAI: Artificial intelligence is fast becoming the internet’s favourite topic in India, with fresh data showing a sharp spike in audience interest across the open web.
Insights from Taboola’s Taboola Newsroom reveal that AI-related content generated more than 15 million pageviews over the past 90 days, marking a striking 92 per cent jump compared to the previous 45-day period. The surge signals a clear shift, with AI moving from niche tech chatter to mainstream digital curiosity.
The broader technology category is also seeing momentum, clocking around 1.7 million pageviews and a 27 per cent rise in engagement. However, much of that growth appears to be riding on the AI wave, as developments in artificial intelligence increasingly dominate tech narratives.
Within the AI ecosystem, newer players are quickly capturing attention. Content linked to Anthropic alone drew roughly 2.5 million pageviews, registering a dramatic 2,096 per cent surge. The spike reflects growing interest in alternative AI models and emerging competitors in the space.
Meanwhile, familiar names continue to hold steady ground. Coverage around ChatGPT generated about 1.2 million pageviews, underlining sustained curiosity as users explore practical applications, updates, and everyday use cases for generative AI tools.
Big Tech is firmly in the spotlight too. Content related to Meta attracted approximately 2.2 million pageviews, up 30 per cent, as audiences track its expanding role in AI infrastructure and innovation.
Taken together, the data points to a deeper shift in how audiences engage with AI. Interest is no longer tied only to big announcements but is evolving into a steady stream of exploration around tools, platforms, and real-world uses.
For publishers, this opens the door to richer storytelling through explainers and practical insights. For advertisers, it presents a chance to tap into a highly engaged, tech-savvy audience.
If the numbers are anything to go by, AI is not just part of the conversation anymore, it is leading it.
