MAM
Havas launches its global e-commerce vertical Havas Market in India
Mumbai: Havas Media Group (HMG) India, the media agency conglomerate of Havas Group India has announced the launch of Havas Market, a full-service e-commerce offering that aims to empower consumers in their shopping journey, providing meaningful e-retail experiences and generating incremental business for brands. Globally, Havas Market was launched in October 2020.
To lead this division, HMG India has appointed Sharukh Lakhani as lead – Havas Market. With over 11 years of experience across various segments in the e-commerce space, Lakhani has expert knowledge of the brand, retailer and agency sides of the ecosystem. From start-ups like CouponDunia to established brands like Unilever & GNC, he has been instrumental in building successful e-commerce businesses on the back of strong partnerships with key platforms including Amazon, Flipkart, 1mg, and Healthkart, according to the agency. Lakhani joins from Wavemaker where he led the e-commerce media strategy for clients including Mondelez and Sun Pharma.
Lakhani will closely work with Provit Chemmani, who leads the e-commerce expansion globally for Havas Group, Havas Media Group India head of digital services Rohan Chincholi, and a team of specialists across research, insights, performance media, content & analytics, said the agency.
Commenting on the launch, Havas Group India Group CEO Rana Barua said, “With the launch of Havas Market, India is poised to become a leader in creating meaningful shopping experiences. The division will give clients access to real-time market intel to help them form better decisions on the back of data and technology. I’m excited about the Group’s ambitious plans, forging into new avenues, that not only strengthen our capabilities but also ensure upskilling of our people and processes, thereby providing a seamless and integrated experience to our clients.”
“The current e-retail landscape in India is very competitive and complicated for the consumer,” Havas Media Group India CEO Mohit Joshi said.
“From fashion, beauty, electronics and mobile, to food, healthcare and entertainment, each product category has witnessed significant growth in e-commerce spending. India already has close to 200 million+ online transacting users. Given Havas Media Group India’s diversified client portfolio, we identified a great opportunity to develop an in-house e-commerce practice. With Havas Market, we want to become the go-to-market entity in the industry, offering an end-to-end solution and optimising clients’ e-retail business. I’m confident with Havas’ existing capabilities and the stellar team of experts, we will be able to scale the vertical to even greater heights.”
Havas Market will provide a comprehensive understanding and analysis across all sales channels, including 50+ marketplaces, social commerce, direct to consumer, and digital to retail, using a unique methodology that goes beyond media. It will further include capabilities ranging from insights & research, retail & content management, paid media, sales analytics and more. With India experiencing tremendous e-commerce growth fuelled by pandemic-accelerated digital adoption and a rapid expansion in internet services, Havas Market provides a competitive edge from its ability to deliver one-stop e-commerce solutions to manage brands’ economies of scale.
“Consumers today are constantly on the lookout for ease and convenience in their purchase journey. Havas Market will help brands rethink the retail journey and, in turn, reach an engaged audience. The approach will be guided by Havas Media Group’s Converged data partnership & Mx process that uses connection, context and content to create the most meaningful experience for consumers,” Rohan Chincholi commented.
MAM
GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
