MAM
By the numbers Project Worldwide tries to solve marketing’s toughest sum
MUMBAI: Marketing has always loved big ideas. Now it is being asked to show its working. Project Worldwide has announced the launch of Math of Marketing, a proprietary intellectual property positioned as a long-term framework to decode marketing effectiveness and measurement in India. Debuting with what the group describes as India’s largest-ever study on marketing ROI, the initiative is designed not as a one-off report, but as a permanent strategic pillar for the network in the region.
The IP arrives at a moment when Indian marketing is wrestling with a familiar contradiction. CMOs are under constant pressure to deliver immediate returns, even as brands acknowledge the need to invest in long-term equity. Math of Marketing sets out to address that tension by creating a structured, evidence-led approach to how success is defined, measured and defended in boardrooms.
According to Project Worldwide global CEO Chris Meyer India represents a critical inflection point. He said the country’s next phase of growth will be unlocked by evidence-based marketing, adding that the new IP is intended to build a rigorous foundation for understanding how brand value and commercial outcomes truly connect in one of the world’s most dynamic markets.
At its core, Math of Marketing focuses on five pressure points shaping modern marketing decisions. These include proprietary metrics that link brand health directly to revenue, frameworks for balancing short-term performance with long-term brand building, and quantifying the ROI of customer marketing and loyalty. The initiative will also track how AI adoption, advanced attribution models and evolving technology stacks are influencing decision-making in 2026, alongside assessing how disciplined Indian organisations really are when it comes to experimentation and agility.
The first major output from the initiative will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, intended to act as a reference point for both B2B and B2C marketers. Beyond the data, the IP will be supported by an ongoing “brain trust” of senior marketers, analysts and industry experts, aimed at setting new benchmarks rather than reacting to old ones.
For the India business, the emphasis is on creating common ground. Project Worldwide chief growth officer for India and South Asia Rasheed Sait said the market no longer needs more dashboards, but a shared language for success. He noted that the IP is designed to give brands India-specific blueprints to optimise media mix, creative effectiveness and long-term investment decisions in an increasingly complex ecosystem.
Project Worldwide plans to activate Math of Marketing through a series of industry consultations, expert roundtables and collaborative workshops in the coming weeks, keeping the conversation rooted in real-world challenges rather than theoretical models.
In an industry where intuition has often outpaced evidence, Math of Marketing is a clear signal of where the debate is heading. Less guesswork, more grounding. And perhaps, for once, marketing might finally get full marks for its maths.
MAM
Jack&Jones unveils Spring Summer ’26 collection with 3 themes
Music, Rush and Travel chapters anchor expansive youth-focused drop.
MUMBAI: If fashion had a playlist, this one would come with a bass drop, a road trip, and a wardrobe change in between. Jack&Jones has rolled out its Spring Summer ’26 collection, pitching it as its most expansive seasonal showcase yet less a drop, more a three-act cultural statement. At the centre of the campaign is Volume 1: Music, a chapter that taps into India’s independent music scene and wears its attitude on its sleeve quite literally. Featuring artists like Loka, Wazir Patar and Aksomaniac, the line blends bold graphics with relaxed silhouettes and versatile denim designed to move effortlessly from stage lights to street style.
Denim, unsurprisingly, remains the headline act. From lived-in washes to rip-and-repair textures and wide-leg fits, the collection leans into familiarity while nudging expression forward aiming to feel both personal and performative at once.
The brand didn’t stop at aesthetics. Extending its music-first narrative into the real world, Jack&Jones partnered with the UN40 Music Festival held on March 14 and 15 in Bengaluru. The collaboration featured an experiential pop-up, complete with denim customisation zones, interactive installations and exclusive viewing experiences turning fashion into something you could not just wear, but play with.
Volume 2: Rush shifts gears into a faster lane, embracing high-energy aesthetics tailored for movement, momentum and a lifestyle that rarely stands still. Think sharper silhouettes, dynamic styling and a sense of urgency stitched into every look.
In contrast, Volume 3: Travel slows things down. This chapter leans into sun-washed palettes, lightweight layers and easy silhouettes built for spontaneity designed for consumers who prefer their fashion with a side of wanderlust.
Across all three volumes, the thread that ties it together is clear: denim as a constant, supported by breathable cottons and summer-ready fabrics that balance comfort with structure. The result is a collection that doesn’t just follow trends but attempts to mirror the rhythm of youth culture itself.
With Spring Summer ’26, Jack&Jones isn’t just selling clothes, it’s curating moods. And in a season where identity is as fluid as style, that might just be its strongest fit yet.
