Brands
Hershey’s debuts 3D CTV masthead during India–Australia ODI
MUMBAI: Hershey’s has rolled out its first-ever 3D connected TV masthead in India, marking a festive-season push tied to live cricket viewership.
The high-impact CTV activation, executed with Interactive Avenues and Frodoh, went live during India’s opening ODI against Australia, aiming to capture heightened festive and match-day consumption across connected TV households.
The immersive 3D creative transformed the CTV home screen into a premium showcase for the Hershey’s Kisses Festive Moments pack, rendered in gold tones with depth, motion and festive lighting. Anchored by the line “Unwrap bonds with Hershey’s”, the format was designed to mirror a storefront-style reveal within the viewer journey.
The campaign delivered multi-million household reach across high-viewership days, underlining the growing appeal of attention-led CTV formats for seasonal brand storytelling. By pairing a marquee cricket fixture with a masthead placement, Hershey’s sought to sharpen the festive appeal of its Kisses gifting range.
Hershey’s director of marketing Kamy Devaguptapu, said the Diwali-led campaign brought the brand’s modern gifting vision to life through an immersive 3D CTV experience, connecting with millions of households during India’s biggest celebration.
IPG director business Mohammed Tauseef Unea, said the masthead campaign achieved strong reach and engagement, meeting objectives on both performance and efficiency.
Frodoh founder and chief executive Russhabh R Thakkar, said the 3D masthead provided the right canvas to bring festive warmth to connected TV, with the India–Australia ODI creating a natural high-attention moment.
The campaign underscores how CTV is increasingly being positioned as a premium, high-impact medium for festive retail advertising in India.
Brands
Komerz acquires Glassbox to launch creative commerce model in India
Brand storytelling meets AI-driven distribution as Komerz targets $345bn digital market
MUMBAI: London-headquartered commerce platform Komerz has acquired brand and marketing consultancy Glassbox, creating a single integrated system that blends creativity, distribution, and measurable sales.
The move introduces a new “creative commerce” model, combining AI-powered infrastructure, brand strategy, and performance measurement within one platform. By connecting upper-funnel brand building with lower-funnel conversion and repeat purchases, the combined entity aims to provide brands with a seamless growth engine.
Komerz Global CEO Ramesh Krishnamurthy said, “Creative commerce must operate across the funnel. Contextual content, data-led activation and distribution must function as one accountable growth engine.”
Komerz global COO Siddharth Shankar added, “Creative without distribution is theatre. Distribution without brand equity is discounting. Bringing both together lets brands build equity while driving measurable growth.”
Glassbox, founded in 2021 by Geetanjali Bhattacharji and Anil Nair, works across brand strategy, marketing transformation, and integrated communications. Bhattacharji said the integration reflects how “brand building must evolve from episodic campaigns to always-on, data-informed commerce frameworks.”
Komerz, valued around $330 million, operates across the UK, Europe, Asia, and North America. The acquisition will help multinational corporations manage complex global portfolios while enabling challenger and D2C brands to scale across India’s digital commerce market, projected to reach $345 billion by 2030.
With this deal, Komerz is strengthening its global “creative commerce” footprint, following its recent acquisition of US retail measurement firm Pathformance, and positioning itself at the intersection of creativity, commerce, and technology.
