MAM
Hathway appoints Aidem ventures for ad sales
MUMBAI: One of India’s biggest multi system operators (MSOs), Hathway Cable & Datacom has appointed Aidem Ventures to reach out to the country’s marketing and advertising fraternity.
It has launched high impact advertising solutions’ suite on its digital platform to reach out to a captive audience through its TV channels. Its ad capabilities include:
1. EPG Banner – appears when and as long as the electronic programme guide is on display
2. Programme banner – served up for 10 seconds every time the programme ID is displayed; hence appears each time a user lands on a destination channel
3. Boot and Boom – displayed on the boot up screen each time it is launched
4. Aston pop-up – displayed at the bottom of the screen when the user is in full screen video
5. Volume pop-up – appears on the screen each time one increases/decreases the volume
6. Advertisement on mute – displayed when and as long as the mute popup is displayed on the screen
7. Synopsis Banner – displayed when and as long as the synopsis banner is shown on the screen
8. DCA Banner – displayed when the digits to the destination channel are entered on the remote control
9. Co-branded solutions on their national TV channels viz Hathway Music – a non-stop 24 hours Hindi music channel, CCC Cine channel – a Hindi movie channel and Hathway Life – the best of National Geographic channel’s content managed by NGC broadcast team. These channels are available across all Hathway and Asianet platforms.
10. Channel partnership solutions on all Hathway channels
Announcing the news, Hathway MD and CEO Jagdish Kumar said, “We are confident that once advertisers experience these ad capabilities, they will be back for more. We plan to roll out more ad products over the coming year, while ensuring that they offer great ROI to advertisers and build a long term partnership. We are happy to partner Aidem in this journey in creating a market place for Hathway’s ad products and I am confident that they will be able to successfully bridge these partnerships.”
Aidem Ventures director Vikas Khanchandani said, “The Hathway ad solutions suite provides clutter-free and exclusive space on TV. It is already emerging as a powerful media option in the hands of advertisers. It is great to see such a positive response in the market. We are very happy about our association with Hathway.
Hathway has operations across 140 cities and towns with subscriber base for cable TV services of analogue and digital at 11.7 million homes. Hathway has been awarded the best MSO by the Indian Telly Awards for its quality services nine times in a row.
“In spite of the proliferation of various screens, time spent with TV continues to dominate viewing. Advertisers are seeing a huge captive reach and SOV in the Hathway ad platform. They will benefit immensely by the number of organic and inorganic exposures that it delivers,” added Aidem Ventures Hindi entertainment and niche channels business head Nikhil Sheth.
Digital
Kausik Misra joins BigTrunk Communications as senior vice president- strategy
Content veteran from Zee to steer strategy at independent agency
MUMBAI: Kausik Misra is switching from prime-time hits to brand playbooks. The former non-fiction content head at Zee Entertainment Enterprises has joined BigTrunk Communications as senior vice president–strategy, as agencies race to pair storytelling with hard business outcomes.
Announced in Mumbai, the hire adds a 15-year content and marketing hand to BigTrunk’s leadership as it courts brands seeking cultural relevance and measurable returns. Misra spent years shaping tentpole shows on Zee TV, helping build franchises such as Dance India Dance, Sa Re Ga Ma Pa, Zee Rishtey Awards and Zee Cine Awards, and pushing them across television and digital ecosystems.
At BigTrunk, he is expected to tighten strategic planning, deepen audience insight and refine narrative frameworks for clients chasing long-term brand equity. Misra pitches the move as a chance to blend consumer insight, storytelling and commercial discipline in one shop.
Founder and ceo Akhil Nair is betting on content DNA to fuel growth, arguing that brands now demand culture-literate strategy, not just media weight.
Founded in 2013, the agency operates from Delhi and Bangalore, with outposts in the United Arab Emirates and the United States. Its client roster ranges from Warner Bros. and H&R Johnson to Unibic Foods, HPCL Rajasthan Refinery Limited, ORRA Jewellery, Saraswat Bank and Discovery Kids.
As brands hunt attention in a crowded market, agencies are raiding the content world for talent. Misra’s bet is that sharp stories still sell—and that strategy, like television, is a game of hits.
