Digital
Digital marketing beyond Google, Facebook, Amazon
NEW DELHI: The realm of digital marketing has grown much beyond the porticos of Google, Facebook and Amazon, with advertisers becoming eager to experiment with the platforms and investing in more targetted solutions, highlighted the diverse panel discussing the widening scope of digital marketing in the new world with Indiantelevision.com founder, CEO and editor in chief Anil Wanvari.
The panel consisted of Team Pumpkin co-founder and CBO Swati Nathani, Zoo Media and FoxyMoron co-founders Suveer Bajaj and Pratik Gupta, White Rivers Media CEO and co-founder Shrenik Gandhi, iProspect India AVP-strategic solutions Nihal Nambiar and Wavemaker India chief client officer and head-west Shekhar Banerjee.
While the advertisers were already staying alert about the diverse possibilities digital marketing has to offer, Covid2019 acted as a catalyst in facilitating the move.
Gandhi insisted that while the world was expecting the number of people on traditional media and digital reaching at par in 2025, Covid2019 has managed to attain that within this year itself, thus prompting even the most traditional brands to venture online.
Nambiar noted, “It is a fact that the lockdown has been a crazy experience for the industry. Many brands had to remain completely silent while many increased their spends on digital platforms. Going ahead, brands realise it will be smarter for them to invest in at least one or two advertising media than going completely thin and that’s where digital will benefit.”
He added that apart from the usual Google, Facebook, Amazon (e-commerce) mix, the brands are looking at more organic options to advertise. They are churning out their own properties, content, and are greatly investing in technology, to make the most of the medium.
Banerjee elucidated that brands are going heavy on performance marketing. “Apart from the usual search, social, and e-commerce mix, one platform that has become the biggest gainer during the period is e-groceries section, taking a huge part of the digital pie. Going ahead, hyperlocal platforms, with their changing business models will be more conducive to advertising.”
He also hinted that influencer marketing will change in a big way in the future, with it becoming more hard-core and result-driven. Additionally, social commerce will attract a lot of advertisers.
Nathani added that outdoor screens like tabs inside the cabs will also attract of a lot of advertiser attention.
Bajaj lauded the growth that platforms like TikTok have gained during the period and also highlighted the prominence that OTT platforms are getting from the advertisers as consumers spike. “OTT picked up a big way during the covid-period, and with most of them running on a hybrid (AVOD+SVOD) model, attracted good revenues. While this quarter might not be big for them with advertisements, the subscriptions are hitting the roof. Going ahead, they will attract a lot of advertiser attention too.”
In addition to these, gaming platforms and digital events are also going to get a substantial part of advertisers pie in the coming future.
TAGS: Digital Marketing, Indiantelevision Virtual Roundtable. FoxyMoron, Zoo Media, Pratik Gupta, Suveer Bajaj, Team Pumpkin, Swati Nathani, White Rivers Media, Shrenik Gandhi, Wavemaker, Shekhar Banerjee, iProspect, Nihal Nambiar, TikTok, Google, Facebook, OTT
Digital
Sarvam AI launches Indus, India’s sovereign AI app
Government-backed beta brings 105B model to users
BENGALURU: India’s sovereign AI ambitions have moved from white papers to working product. Bengaluru-based Sarvam AI, founded by Vivek Raghavan and Pratyush Kumar, has opened limited beta access to Indus, a new conversational interface powered by its 105-billion-parameter sovereign model. The launch follows the company’s selection under the Government of India’s IndiaAI Mission to build a home-grown large language model.
For Sarvam, Indus is more than an app. It is proof of concept.
The company says its 105B model is smaller than the frontier systems that power global consumer chat platforms. That is by design. For now, the focus is on accuracy, efficiency and alignment with Indian contexts before scaling to larger foundational models. In other words, build steady, then build big.
True AI sovereignty, Sarvam argues, means owning the full stack. The first step was training foundational models from scratch in India. Indus is the next, giving India control over the data and interface layers as well.
Backed by the Centre, the project is positioned as part of the broader Atmanirbhar Bharat push. In a post on X, Sarvam said it is proud to have been selected to build India’s sovereign large language model, fluent in Indian languages, voice-enabled, capable of reasoning and ready for secure, population-scale deployment. The company thanked Prime Minister Narendra Modi and senior officials for their support.
Co-founder Pratyush Kumar struck a more rallying note. India, he wrote, must be a builder and not merely a consumer in this defining era of technology. Strategic autonomy starts now.
Indus is currently available in beta on iOS, Android and the web. Users can ask questions via text or voice and receive responses in both formats. Sign-in options include phone number, Google, Microsoft and Apple accounts. For now, access appears restricted to India.
There are early-stage wrinkles. Users cannot delete chat history without deleting their account. The reasoning feature cannot be switched off, which may slow responses at times. Compute capacity is limited, so new users may encounter a waitlist as access is gradually expanded.
Sarvam has made it clear that this is a work in progress. The company describes itself as being in listen mode, inviting feedback from developers, researchers, creators and everyday users. If sovereign AI is to mean anything, it says, it must be built with the country, not just for it.
The message is simple. Try Indus. Say what works. Say what does not. In the race for artificial intelligence, India is signalling it does not want to merely download the future. It wants to write it.
