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GOZOOP Group and Puretech Digital launch GZPure, a strategic collaboration on Brand & Performance Marketing Solutions
Mumbai: Global integrated marketing group GOZOOP Group enters into a strategic collaboration with Puretech Digital, a 360-degree digital marketing agency to further enhance and strengthen their brand and media performance capabilities. Both companies will operate independently while working on their joint core strengths of brand and media capabilities.
With a mission to better serve and win deeper integrated marketing mandates, GOZOOP Group and Puretech Digital with “GZPure”, will be at the vanguard for brand and performance marketing, bringing a compelling synergy to the forefront. This strategic collaboration is to bring together capabilities in a digital world where customer delight and experience is paramount across the purchase funnel.
The collaboration is positive in the performance marketing and digital media space for brands and businesses. With media spends positioned to grow at double-digit rates in 2023-24, this collaboration will align over strategy and digital ecosystems for mandates to effectively reach out to their targeted and prospect customers.
GOZOOP Group chairman and co-founder Rohan Bhansali said, “Mergers, acquisitions and strategic collaborations have been an integral part of GOZOOP’s growth as an independent agency. Starting from our acquisition of Red Digital in India to 56 Blue Lights in UAE, we have always looked for inorganic opportunities to build stronger capabilities and better serve our clients. In Puretech Digital, we have found a partner with solid media capabilities and synergizing value systems. Through GZPure, the best of creative solutions meets the best of media solutions, leading to seamless integrated solutions for our clientele.”
Commenting on the collaboration, Puretech Digital CEO Prashant Deorah shares, “We are in a world of complementing skills, strengths, and synergies and working across a customers’ journey is imperative to remain relevant in today’s digital world. And for that deep expertise in brand + performance marketing is paramount. With this as our focus, we are thrilled to collaborate with GOZOOP, presenting our joint capabilities in front of customers. Not only do our skills co-exist, our cultures and value system are uniquely aligned and we will endeavour to provide a wonderful customer experience.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
