MAM
Hypothesis to power Togglehead’s influencer marketing campaigns with AI solutions
Mumbai: Hypothesis, a comprehensive one-stop AI-enabled influencer marketing platform, has partnered with Togglehead, one of India’s leading independent digital agencies. Hypothesis will bolster Togglehead’s data-driven approach to execute the agency’s robust marketing campaigns. The partnership will see Hypothesis empower Togglehead to make proactive decisions and support the entire campaign management pipeline by serving as a central platform of information, insights and tools.
Increasingly, more brands are considering working with creators and influencers as an integral part of their overall marketing strategy. However, in this largely unorganised space, agencies often find it daunting to discover the right talent that aligns with their clients’ brands. This is where Hypothesis comes in with its cutting-edge social prediction engine that enables agencies and brands to discover the right creator with detailed creator and audience filters, conduct outreach, and automate campaign performance tracking – all on one platform.
The partnership between Hypothesis and Togglehead represents a significant step towards constantly evolving and innovating the agency’s approach to influencer marketing by simplifying and streamlining the complex process. Hypothesis will enable Togglehead to make smarter decisions by providing actionable insights across all facets of a marketing campaign. This includes the ability to use advanced filters such as demographics, growth rate, and interest-based targeting to identify the most suitable influencers, automate creator and content recommendations, accurately forecast creator performance, and granular tracking of each content type and format – to optimise their client’s campaign ROI most efficiently.
Hypothesis Sr VP – product & analytics Himani Agrawal said, “We are thrilled to partner with Togglehead, a fast-paced independent agency. By leveraging decades of knowledge gathered from bringing creators and brands together, we are committed to empowering Togglehead with an innovative AI-enhanced tool that focuses on enabling influencer marketing with data driven processes in a super easy to use interface. Hypothesis is a first-of-its-kind platform that tackles the pain point of limited access to verified creator information and the challenge of navigating through ‘the many’ to find ‘the one’. This, along with automated campaign tracking, makes it well positioned to save time and drive efficiencies in the entire influencer marketing journey.”
Togglehead co-founder & director – digital business Aatef Bham added, “We are thrilled to announce our strategic partnership with Hypothesis, a cutting-edge AI-powered influencer marketing tool. At Togglehead, we’ve always been committed to staying at the forefront of digital innovation, and this collaboration with Hypothesis exemplifies that dedication.
In the dynamic landscape of digital marketing, leveraging artificial intelligence is crucial to stay ahead of the curve. Hypothesis brings a new dimension to our influencer marketing team and capabilities, allowing our marketers to analyse and optimise campaigns with unprecedented precision. This collaboration empowers Togglehead to offer our clients a more strategic, data-driven approach to influencer marketing.”
Through this partnership, Hypothesis will play a significant role in bringing a paradigm shift in the overall synergy between creators and agencies.
MAM
Surya Roshni scales cross-screen campaign with VDO.AI strategy
12M plus impressions, CTV 95.28 per cent completion, display CTR beats benchmarks
MUMBAI: When screens multiply, attention fragments but smart storytelling stitches it back together. Surya Roshni has expanded its “India Bole Surya Ko YA” campaign into a cross-screen digital play, partnering with VDO.AI to build an integrated ecosystem spanning Connected TV (CTV), online video (OLV) and display formats. The move reflects a broader shift as brands look to stay consistently visible in an increasingly on-demand, multi-device consumption landscape.
In a category where purchase cycles are infrequent, the brief went beyond visibility to continuity ensuring the brand remains relevant across touchpoints rather than appearing as a one-off interruption. VDO.AI’s solution was an omnichannel strategy designed to connect screens, formats and user journeys into a single narrative flow.
CTV formed the campaign’s anchor, using immersive formats such as animated wrappers, carousel galleries and a ‘Scan to Shop Now’ QR code to convert passive viewing into active engagement. This was extended to OLV through shoppable formats, allowing users to move seamlessly from content consumption to product exploration on personal devices. Rich media display added the final push, with formats like 3D Wobble and 3D Cube introducing motion-led interactivity to drive clicks.
The results point to strong execution. The campaign delivered over 12 million impressions, with performance metrics consistently beating industry benchmarks. CTV recorded a 95.28 per cent completion rate against an 85 per cent benchmark, while OLV achieved a 57.38 per cent completion rate and a 0.25 per cent click-through rate, both above standard levels. Rich media display posted a 0.34 per cent CTR, outperforming the 0.2 per cent benchmark.
The campaign also underscores a larger industry shift from siloed campaigns to connected systems that mirror how consumers actually move across screens. By aligning storytelling with programmatic precision and audience intelligence, the initiative moves beyond impressions to measurable engagement.
As digital ecosystems evolve, the takeaway is clear, it’s no longer about being seen once, it’s about being seen everywhere, and making each moment count.
