MAM
Britannia appoints Maximize as its AoR
NEW DELHI: Sustaining the account-winning spree in GroupM, Maximize has won the media AoR business of Britannia. The decision will be effective from April onwards.
The development marks the first win under the leadership of Maximize new managing director CVL Srinivas, who joined the media agency earlier this year.
Confirming the development, Srinivas said, “I am extremely thrilled with this win, which should be attributed to team effort. We leveraged our strength both in traditional and non-traditional media, which helped in winning this account. The mandate includes working on clients’ entire range of brands and their corporate account.”
The client took the decision after three weeks. According to industry sources, the pitch process also included Initiative Media, Madison, Mediacom, Universal McCann, Carat and OMS.
“The decision was taken on the basis of one presentation, which involved insight on the case studies. This is where techniques used came to the fore, which highlighted our media capabilities,” said Srinivas.
Srinivas, who quit Madison Media last year, has been involved with the same client when he was working with Madison. “I had worked on corporate account of Britannia last year. But the work was more on project basis,” he said.
Brands
Zepto sets up mini delivery hub at AI Summit
Quick commerce goes live at venue with 1,700 daily orders
NEW DELHI: At a summit devoted to the future of artificial intelligence, quick commerce quietly stole the show at ground level. Zepto set up a compact Delivery Hub at the India AI Impact Summit, turning the venue into a live demonstration of instant retail in action.
Built at roughly one third the size of a standard 4,000 sq ft dark store, the scaled down hub was engineered for speed. Despite its smaller footprint, it was stocked with more than 10,000 stock keeping units curated specifically for summit attendees. From mid morning cravings to late afternoon slumps, the shelves were primed for every possible need.
Till Wednesday, the hub was processing an average of 1,700 orders a day. Lunch hour emerged as the clear rush period, as delegates swapped panel discussions for paneer puffs and product demos for Diet Coke. Snacks topped the order charts, followed by tea and other beverages.
Among the fastest moving items were samosas, plain Maggi, chicken puffs, Bisleri packaged drinking water bottles, Coca-Cola Diet Coke cans and Lay’s India’s Magic Masala potato chips. In short, comfort food met cutting edge tech.
The on site hub gave attendees near instant access to essentials without stepping outside the venue. More than just a convenience counter, it served as a real time case study of how technology led operations can power seamless commerce even at large scale events.
While speakers debated how humans and intelligent systems will co create and co work, Zepto offered a practical reminder that sometimes the smartest innovation is simply getting a hot snack into hungry hands, fast.
