MAM
Cloudtv gives ads a new dimension with India’s first 3D CTV formats
MUMBAI: Forget skipping ads now you might just stop and stare. Cloudtv, India’s first certified Smart TV OS, has switched on a bold new innovation in Connected TV: 3D Ad-Units. Rolled out across its OS-powered devices, the new format promises to shake up how brands pop on screen, offering advertisers a premium, non-intrusive showcase that sticks in the mind.
Already powering 250-plus smart TV brands and reaching over 12 million users across Tier 1, 2 and 3 markets, Cloudtv is no stranger to scale. But with India’s Connected TV market projected to hit 25 million households by 2026, the company is betting that immersive, attention-grabbing formats will be the next frontier of advertising.
Early tests suggest the gamble is paying off. In a collaboration with Aiyo, an AI-first content studio, Cloudtv deployed its 3D ads for nutrition brand Myfitness. The result? A 25 per cent higher completion rate compared to regular masthead video ads proof that audiences are more likely to stick with the story when the visuals literally stand out.
For advertisers, the appeal is clear: a unique inventory that elevates campaigns beyond the flat, forgettable formats of traditional TV spots. For viewers, the difference lies in ads that engage without feeling like interruptions, creating a sleek, cinematic environment instead of clutter.
Addressing this strategic announcement, Cloudtv COO and co-founder Abhijeet Rajpurohit said, “The launch of 3D ads positions Cloudtv at the forefront of CTV innovation, catering to the growing demand for premium, high-impact advertising solutions. As brands look for new ways to differentiate their messaging and drive deeper engagement, Cloudtv’s 3D ad inventory offers a compelling alternative that stands out in the CTV advertising space.”
This isn’t the company’s only power play. Cloudtv has also rolled out a dedicated CTV advertising platform and struck a partnership with Magnite (NASDAQ: MGNI), the world’s largest independent sell-side ad company, to bring global heft to its marketplace. Alongside, a new website for brands, agencies and buyers now lets partners browse inventory, audience insights and campaign opportunities in one place.
By pushing beyond the limits of flat formats, Cloudtv is essentially opening a new dimension in CTV advertising, one where brand storytelling is immersive, measurable, and hard to ignore. In a screen space that’s heating up fast, the platform may just have given itself the 3D edge.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
