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Cloudextel credit rating upgraded two notches to CARE A+; Stable
MUMBAI: Cloudextel has just received a signal boost and this time, it’s from the credit rating agency. Cloudextel, a leading Network-as-a-Service (NaaS) provider in India, announced that CARE Ratings has upgraded the rating for its long-term bank facilities to ‘CARE A+; Stable’ from ‘CARE A-; Stable’. This two-notch improvement reflects the company’s sustained growth momentum, improving profitability, and significantly strengthened financial profile.
The upgrade recognises Cloudextel’s consistent scale-up across its core segments, including small cell hosting, fiber network deployment, and Fiber-to-the-Home (FTTH) connectivity. Over the past two years, the company has delivered robust revenue growth, driven by surging demand for high-speed data infrastructure and the rapid rollout of 5G across India.
CARE Ratings highlighted the stability provided by long-term master service agreements with leading telecom operators and ISPs. These contracts, often featuring lock-in periods and exit penalties, offer high revenue visibility. The company’s improving operating performance and margin expansion, particularly from better realisations in small cells and robust fiber projects, were also key factors.
Cloudextel, CEO & Co-Founder Kunal Bajaj, of said, “This two-notch upgrade reflects our consistent focus on disciplined execution, financial prudence, and long-term vision. We have delivered robust growth while steadily reducing leverage.”
He added that the company has significantly expanded its footprint and strengthened ecosystem partnerships, positioning it well to support India’s digital transformation.
The rating action also takes into account Cloudextel’s disciplined capital management and reduced reliance on external debt, backed by continued equity support from marquee investors Macquarie Capital and Advencap.
In a sector where connectivity is everything, Cloudextel has strengthened its own signal with investors and lenders. The upgraded rating underscores the company’s emergence as a reliable and fast-growing player in India’s critical digital infrastructure space.
MAM
GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
