MAM
Efficacy Worldwide goes on an expansion spree
Mumbai: Efficacy Worldwide, the dynamic and visionary advertising and marketing agency, is proud to announce its strategic expansion into multiple markets across India and opens its first international office in Singapore. This move marks a significant milestone in Efficacy’s journey towards becoming a global leader in the industry.
Efficacy Worldwide, which was established in 2021, has extended its footprint beyond its Gurugram headquarters to key cities, including Mumbai, Bangalore, Kolkata, and Lucknow and in the international market. This expansion allows the agency to better serve clients across the nation and tap into diverse regional markets.
Breaking new ground, the agency has opened its maiden international office in Singapore. This strategic move not only signifies the agency’s commitment to international growth but also lays the foundation for future operations in South Asian markets and the Middle East.
To support the expansion, Efficacy has expanded the roles of the founding team and bolstered its leadership team, welcoming several accomplished professionals to ensure continued success and innovation:
The founding team, Vishnu Sharma and Sapna Sharma assumed additional responsibilities, more diverse functions, and larger portfolios.
Nazda Khan continuing to lead business development as chief growth officer.
Saumya Agarwal joins as the head of the West and South business, bringing extensive industry expertise to drive growth in these regions. He has joined Efficacy from Nykaa where he was working as associate vice president, marketing & communication.
Apoorva Snehil Katyayen shoulders the role of business head, responsible for leading U.P. and tier II cities and strengthening the agency’s presence in emerging markets.
Ravindra Singh, who has been with Efficacy for more than two years, has expanded his role to head the North and East markets, in addition to leading national delivery efforts.
Arijit Ray takes the helm of the Kolkata office, reporting to Ravindra Singh, to spearhead strategic initiatives in the East.
Karishma Sharma, who has been instrumental in driving business development, will continue to do so along with spearheading the growth in the influencer marketing vertical as well as guiding the agency’s e-gaming initiatives.
Shubham Sharma will oversee the digital vertical for the agency across India, hand in hand with the key leadership team, and will fuel new tech initiatives. Shubham has been with Efficacy since the inception days.
Tushar Sharma remains focused on building the communication vertical, securing creative wins, and driving innovation. He has been associated with the agency for close to two years.
Efficacy Worldwide founder & CEO Vishnu Sharma shares, “This expansion marks the first step in realising our vision to become the first and largest Indian agency to go global and sign on Indian-origin international businesses. It reflects our unwavering commitment to providing exceptional services and success for clients on a global scale. We are excited to broaden our horizons and find clients in new markets. Limitless possibilities lie ahead, and we’re going to make the most of them to continue trailblazing in the advertising and marketing industry.”
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
