MAM
HiveMinds bags digital mandate for Max Life Insurance
Mumbai: HiveMinds Innovative Market Solutions, the digital specialist of Madison World has bagged the digital mandate to manage Max Life Insurance’s paid marketing portfolio. The account will be serviced by HiveMinds’ newly opened North branch.
“We are proud of winning this highly contested mandate,” stated HiveMinds founder and CEO Jyothrimayee J T. “There is a massive transformation happening in the Insurance sector powered by digital expansion. Bringing the right digital integrations and innovation will be key to our success.”
As per the agreement, HiveMinds will be responsible for carrying out digital marketing activities across all publishers and platforms for Max Life Insurance including Google, Facebook, Taboola, Outbrain amongst others. This will in turn enable new customer acquisition for Max Life Insurance, said the statement.
“Today’s consumers are evolved and very digital-savvy, so the success of insurance companies is increasingly dependent upon their ability to innovate and engage with customers on digital platforms. We are pleased to partner with HiveMinds in the next phase of our digital growth,” said Max Life Insurance corporate VP (e-commerce and digital marketing) Aditya Satpute.
“Max Life Insurance is one of those companies, that has the vision, the clarity of thought, and the right team to ride the digital wave in the country. We are confident that together we’ll create new benchmarks in digital marketing,” commented HiveMinds’ chief strategy officer Deepti Bhadauria.
Brands
Burda Media sells BurdaLuxury to Jaipur Capital in Southeast Asia push
Deal hands regional media portfolio to Singapore investor eyeing luxury growth
MUMBAI: Burda Media has agreed to sell its Southeast Asia-focused business, BurdaLuxury, to Jaipur Capital, marking a strategic shift for both companies as they double down on their respective growth priorities.
The deal will see Jaipur Capital acquire BurdaLuxury’s media operations across Thailand, India, Singapore, Malaysia and Hong Kong. The portfolio spans content marketing and media brands in travel, luxury and aviation, giving the investor a ready-made regional footprint and a sizeable audience base.
Jaipur Capital plans to build on this foundation to create a premium media network in Southeast Asia, blending high-end editorial with scalable digital platforms. As part of the transaction, all BurdaLuxury employees, including its management team, will move to the new owner, ensuring continuity as the business enters its next phase.
For Burda Media, the sale is part of a broader strategy to sharpen its focus on core European markets while scaling investments in digital-first opportunities. The company will, however, maintain its interest in the region through Burda Principal Investments, its global growth capital arm.
“This transaction reflects our commitment to sharpening our international focus while ensuring that BurdaLuxury continues to thrive in Southeast Asia,” said Burda Media CEO Jan Wachtel, adding that Jaipur Capital recognises the strength of the brands and teams involved.
Jaipur Capital, meanwhile, is betting big on the region’s appetite for premium content. “This acquisition significantly strengthens our premium content ecosystem,” said Jaipur Capital director Vikas Johari. He highlighted the business’s strong digital tilt, with 46 per cent of revenues coming from online channels, alongside a diversified presence across five markets.
The numbers tell a compelling story. BurdaLuxury clocks 48 million annual page views and reaches more than 40 million followers on social media, with no single market contributing over a quarter of total revenues. Jaipur Capital now aims to expand these brands further into Indonesia, Vietnam and the Philippines, while also exploring opportunities in the Middle East, including the UAE and Saudi Arabia.
With this deal, Burda Media trims its global footprint to focus on depth over breadth, while Jaipur Capital steps onto a bigger stage in the premium content space. If execution matches ambition, this could be a defining chapter for luxury media in the region.
