Brands
Chocolates, Washing Powder record biggest hike in ad-volumes during Diwali-Dussehra: TAM AdEx
MUMBAI: A total of 400+ categories, 2500+ advertisers, and 4100+ brands advertised across mediums (TV, print, and radio) during the festive period of Diwali and Dussehra (23September to 15October and 1 October to 23 October), as per the latest TAM AdEx data report.
As compared to last year, the top category of personal care/personal hygiene and food and Beverages recorded a dip of 9 per cent and 12 per cent in ad volumes respectively. Personal healthcare products saw the biggest jump in ad volumes, recording a 22 per cent hike.
Hair Care, Household products, and Building, Industrial and Land Equipment categories recorded a hike of 12, 9 and 16 per cent respectively in ad volumes, the data revealed.
The top category to advertise across media, Toilet Soaps recorded a dip of 8 per cent across media, as compared to the last year. The slowdown in automobile sector is now being reflected in its ad volumes with car companies registering the biggest decline of 26 per cent in ad volumes, followed by Milk Beverages companies, that saw a decline of 21 per cent. Chocolates and Washing Powder/Liquid category gained 68 and 49 per cent in ad volumes respectively.
The top advertisers in 2019 included Hindustan Unilever, Reckitt Benckiser, and ITC, on the top three sports. Leading brands, in terms of ad volumes were Santoor Sandal and Turmeric, Dettol and Trivago.
As comapred to 2018, sectors like Services, Durables and Food & Beverages have reduced advertising in 2019.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
