MAM
HARMAN & Tata strengthen partnership with HARMAN Ignite platform launch
Mumbai: HARMAN today announced that Tata Motors, an automobile manufacturer, has selected the HARMAN Ignite Store as its in-vehicle app store, bringing easily accessible, reliable and safe mobility experiences to more customers across a new geographical region. For the past decade, HARMAN and Tata Motors have collaborated to deliver cutting-edge intelligent cockpits and car audio products in India, with HARMAN’s R&D and manufacturing facilities in India playing a pivotal role in meeting the demands of Tata Motors’ expanding market presence.
HARMAN Ignite Store is a safe and secure automotive platform, fully compliant with Android Automotive Operating System (AAOS) standards that connects OEMs with developers to provide consumers unique in-vehicle digital experiences. Consumers can connect with their favorite digital services in the car, through an intuitive, safe, and secure interface. With HARMAN Ignite Store, OEMs and developers can realise lucrative digital revenue streams via new business models creating a stand-out and personalized driver experience for their customers. OEMs remain in control of the app catalogue, the app store’s look and feel, and the commercial relationship with the end-user.
Through the new partnership with Tata Motors, the HARMAN Ignite Store is powering Arcade.ev, the automaker’s recently launched built-in app suite available in the market-leading Nexon.ev, India’s best-selling SUV, as well as in the Punch.ev. The list of apps will be continuously extended. The initial content partners include Gaana, Jio Saavn, Jio Pages, Beach Buggy Racing, TuneIn RadioPocketcasts, DASH Radio, Radioline, Trebble FM, Gaming and Video Apps.
“We are delighted to collaborate with Tata Motors and bring India its first integrated in-vehicle app store,” said HARMAN International senior director of HARMAN Ignite Store Jens Beckmann. “HARMAN Ignite Store continues to bring unique in-vehicle app experiences from our developer partners — delivering on what consumers expect, today.”
“Our relationship with HARMAN allows us to keep consumers connected to the content that is most important to them, while also delivering experiences that enhance their drive,” said Tata Motors chief product officer for EV Anand Kulkani. “Our customers want to bring their digital lives along with them on the road, with HARMAN Ignite Store our new Nexon.ev and Punch.ev vehicles deliver that for them, seamlessly.”
HARMAN Ignite Store is designed to meet the rigorous demands and standards of the automotive environment — a value proposition that HARMAN calls ‘Consumer Experiences. Automotive Grade.’ It brings OEMs and Android developers together to make in-vehicle experiences easily accessible, reliable, and safe while providing OEMs and developers the opportunity to monetize these high-quality experiences throughout the lifetime of the vehicle.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
