MAM
Haier India joins forces with Star Sports HD as broadcast sponsor for ICC Men’s T20 World Cup 2024
Mumbai: Haier Appliances India, a global major appliances brand for 15 consecutive years, announces its association with Star Sports HD as the broadcast sponsor for the prestigious ICC Men’s T20 World Cup 2024, one of the biggest global sporting events. This collaboration allows Haier India to gain significant visibility during matches broadcasted on Star Sports HD as the global cricket action unfolds with the matches between the US and West Indies teams from 1 to 29 June.
Haier India recognizes the significant impact of sports, particularly the unifying zeal of cricket in India, which brings together people from diverse backgrounds. Understanding this opportunity, the brand aims to deepen its connection with millions of cricket enthusiasts and fans by strategically integrating its brand into the digital landscape. Driven by the youth and leveraging new-age marketing strategies, the brand focuses on high-impact sports marketing to strengthen customer connections, build brand awareness, enhance brand loyalty, and drive business growth in the Indian market.
Commenting on the exciting collaboration, Haier Appliances India president NS Satish said, “Cricket is not just a sport; it’s an emotion deeply embedded in the hearts of every Indian. At Haier India, we are thrilled to announce our association as the ‘Broadcast Sponsor’ for the ICC Men’s T20 World Cup 2024 on Star Sports HD. Taking our sport-o-tainment strategy to new heights, we aim to build strong connections with cricket enthusiasts and millions of consumers worldwide. We view the ICC Men’s T20 World Cup 2024 as an unparalleled opportunity to engage meaningfully with audiences. As one of the biggest sporting events globally, it offers a platform to solidify our position as a challenger brand that pioneers innovative initiatives.
He further added, “Through such strategic associations, our ultimate goal is to forge stronger connections with our customers, understand their needs better, and create products that make their lives smarter, more convenient, and comfortable. We are confident that this association will strengthen our existing consumer connections and unlock new opportunities in line with our vision of ‘more creation, more possibilities’. With a massive fan base not just in India but around the world, we are confident this collaboration will help Haier captivate a larger audience and expand our brand presence.”
Aligned with its sport-o-tainment marketing strategy, Haier continues to strengthen consumer connections by investing in premier sporting events worldwide. Recently, the brand announced its partnership with the prestigious Roland-Garros tennis tournament as the Official Partner for the current season. Additionally, the brand welcomed Ana Ivanovic as its global sports brand ambassador. This association highlights Haier’s dedication to the youthful, sports-loving consumer segment and reinforces its commitment to excellence. The collaboration aligns with Haier’s mission to deliver top-notch performance through industry-leading innovations, creating more opportunities for engagement and growth.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
