MAM
DraftFCB+Ulka launches India chapter of Asterii Analytics
MUMBAI: As part of its pursuit to expand offerings in India, Draftfcb+Ulka Wednesday announced the launch of its analytics agency – Asterii Analytics.
The agency will be headquartered in India and led by Niteen Bhagwat who will act in the capacity of executive director and CEO.
Asterii will support clients across the entire spectrum of marketing activities and is a specialist marketing analytics company. The agency is one more manifestation of the group‘s continuing endeavour to build capabilities and solutions to help create “brand wealth” for all its clients.
The firm‘s global analytics network has over 100 analysts within the Draftfcb network with key resources in Europe and USA. Asterii has domain expertise across retail, automotive, financial services and packaged goods.
Asterii is a coined word and is derived from the word Asterism which means seeing a pattern of stars in the sky. Patterns, which give meaning not just to the billions of stars in the sky but also the billions of data points that any business has to interpret and decipher.
Asterii will gain from over 50 years of expertise in creating ‘brand wealth” and developing communication programmes and marketing strategies that are based on unique consumer insights.
Asterii said it will go beyond techniques and tools to bring ‘insights’ which are rooted in data and analytics. These insights will help create solutions which will have a predictable impact on the client’s brands and business.
At the launch of the agency, Bhagwat said, “This agency will focus on creating brand wealth. In today’s world where the intuitive decision making no longer works, data analytics provides the platform to make informed decisions.”
Asterii is supported by a global network of analysts in the DraftFCB ecosystem. Its solutions tool kit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The entire array of solutions and capabilities are supported with monitoring solutions and reporting solutions that can give near real time inputs on marketing programmes.
Asterii Analytics will offer three specific modules – assessment solutions, growth solutions and relationship management solutions.
The assessment tools include tools to help clients evaluate and select markets, map competitive forces and, thus, help assign a value to the consumer opportunity and help create a macro view on the brand and also help develop go-to -market strategies.
The growth solution module explores growth opportunities that emerge from being able to segment the market and do predictive modelling based on behaviour data or other unstructured data sources.
The third module is based on Asterii’s belief that the best means of growth are from within and that meeting customer expectations and creating customer delight is far more valuable than acquiring new customers.
Asterii has capability in deploying market mix models, forecasting to measure marketing effectiveness based on goals and KPI’s.
As marketing communications go digital and social media becomes the media of choice for many consumers, it becomes critical to have a monitoring and optimisation solution for the entire digital programme. Asterii helps develop social strategies by doing insight mining, identifying key influencers and mapping the interaction paths for various consumer segments.
Brands
Beep App launches Gen-Z career platform, clocks 30,000 plus placements
Pune startup turns scrolling into career action with learn-explore-earn model
PUNE: Beep App has rolled out its newly positioned career-focused app aimed at Gen-Z users, as it looks to bridge what it calls a growing gap between exposure and employability among young Indians.
Formerly known as EventBeep, the platform is built around a simple but timely idea: turning everyday scrolling into meaningful career action. The app targets students and early professionals, offering a unified space to explore career options, learn relevant skills and access internships and job opportunities.
At a time when short-form content dominates screen time, Beep is attempting to flip the script by embedding structured, career-oriented insights within a familiar scroll-based interface. The idea is not to disrupt user behaviour, but to redirect it.
The platform spans a wide range of fields, including artificial intelligence, product management, design and data analytics. It provides users with insights into role expectations, required skills and step-by-step career pathways, supported by inputs from industry practitioners.
At the heart of the offering is a “learn, explore, earn” model that integrates discovery, skill-building and hiring into one ecosystem. The company says this closed-loop approach is already gaining traction, with over 30,000 placements facilitated so far.
“Gen-Z does not lack ambition; what they often lack is structured direction,” said Beep App founder and CEO Saurabh Mangrulkar. “The Beep App is designed to organise that exposure into actionable pathways so users can move from intent to execution with greater confidence.”
The launch comes amid a broader shift in India’s job market towards skills-first hiring, where practical experience and demonstrable capabilities are increasingly valued alongside academic qualifications.
Founded in 2021, Beep App has grown steadily within the student ecosystem, connecting over 6.5 million users with opportunities across more than 1,500 colleges and 7,800 hiring companies.
Looking ahead, the company plans to deepen its content across emerging sectors, expand its hiring network and build more personalised career pathways tailored to user behaviour.
As Gen-Z continues to navigate a complex and fast-evolving job market, platforms that can turn curiosity into clarity may well shape the next wave of career discovery.
