MAM
Bradford Licensing forms India JV with Franchise Group
MUMBAI: New-Jersey-based Bradford Licensing is fortifying its India presence via a joint venture with Franchise India Group to launch its global brands such as Marilyn Monroe and Beverly Hills Love in the country.
The joint venture, Bradford License India (BLI), will also tap new clients in India. It will offer integrated licensing solution services to both licensors and licensees and devise licensing strategies.
Global licensing agency Bradford will bring to the JV its existing clients that include Pepsi, 7 UP, Mountain Dew, The Wannabes starring Savvy, King Kong and Zorro. Franchise India has clients like HCL, MGF, Quality Walls, Tata, Gitanjali, HSBC, Levis, JK Tyres, Lakme, D‘damas, Adidas, Euro Kidz, The Apollo Clinic, Shiv Khera and Harbhajan Singh.
The JV will seek to develop the rapidly growing brand licensing market in India. BLI will act as a global agency and explore non-conventional licensing opportunities in India by capitalizing on the intellectual insight of Bradford Licensing.
Says Bradford Licensing president Michelle Minieri “India is a country filled with opportunities for licensing, and ready for significant expansion. As a byproduct of globalization, increased competition and industrialization, licensing is becoming critical to the success of business growth. I am confident that this synergistic relationship now known as Bradford License India is the ideal match that will generate some very exciting business opportunities.”
BLI has initiated the process of building the infrastructure with critical team members working throughout India to acclimate the local team to the world of licensing.
Says Franchise India Group president Gaurav Marya, “Bradford License India is perfectly geared to expand into diverse spheres of licensing in India. Its working parameters are primed by deriving licensing models as per the global standards and their integration with local marketing and networking strengths.”
Bradford License India aims to focus on comprehensive licensing programmes, including the design, development, and management of the acquired licensing property.
MAM
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.
