MAM
Bidding wars and business wins as Indiamart dares buyers to shart
MUMBAI: Betting on business just got a digital upgrade and it starts with a “Lagi Shart?.” Indiamart, the country’s largest online B2B marketplace, has dropped a cheeky new campaign that’s all bets, banter, and business. Titled ‘Kaam Yahin Banta Hai’, the campaign reimagines the age-old generational faceoff old-school dad vs digital-savvy son through a series of playful ad films that land one punchline repeatedly: when it comes to business, Indiamart just gets it done.
The campaign hinges on the classic Indian dare Lagi Shart? as the son consistently outsmarts the father by sourcing better deals, bulk buys, and trustworthy suppliers on Indiamart. The punchline: every bet ends in a win thanks to tech, transparency, and trust.
And the numbers back the brag. Indiamart now serves over 211 million registered buyers, connecting them with a massive network of 8 million plus suppliers across the country. With a staggering 119 million plus products listed, the platform ensures variety and depth like no other. Trust is baked in, too thanks to over 8 million product reviews and ratings, and the fact that 40 per cent of sellers are GST-verified. All of this has earned Indiamart a solid 4.8 rating on the Play Store, reinforcing its position as the go-to digital marketplace for Indian businesses.
The campaign cleverly flips the script on how Indian businesses traditionally operate, highlighting how shifting from offline chaos to digital clarity can be a game-changer. The creative brain behind the campaign, ART-E Mediatech, used this generational gap as creative gold, striking a tone that’s both nostalgic and now.
With nearly three decades of presence, Indiamart has evolved into more than just a listings site, it’s a matchmaking engine for MSMEs and large enterprises alike, connecting demand and supply with digital precision.
So, the next time someone challenges your sourcing smarts, you know what to say, Lagi Shart?
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
