MAM
Hyundai integrates brand messaging with TVF Originals The AamAadmi Family
New Delhi: Havas Media India in collaboration with Innocean Worldwide and The Viral Fever (TVF) has rolled out a digital-first smart campaign for Hyundai’s Grand i10 NIOS.
Hyundai drives the comeback of India’s popular family web series The AamAadmi Family Vacation Special, a TVF Originals by The Timeliners. Being the first family web show, it breaks away from the oh-so-dramatic and cliché TV daily soaps and lends a fresh take into the modern Indian family, its aspirations and hardships that is well-portrayed by the characters in a simple yet realistic manner, giving it a new-age perspective.
The three-part series unfolds the story of a middle-class Indian family, the everyday conflicts they face and their journey into buying the family’s first car. The show not only seamlessly integrates the brand’s messaging and its features but also highlights the comfort, convenience and flexibility of owning a four-wheeler for a commoner and urges the audience to take progressive steps by making smart choices in today’s dynamic new-age world.
The campaign is amplified through various in-show integrations, social media engagements, contests and more.
Hyundai Motor India director sales and marketing Tarun Garg said, “Hyundai is always looking for platforms to connect with our audiences in the most unique ways. This collaboration is an example of Hyundai’s commitment to create stronger connections with our customers and be a part of their daily experiences. The AamAadmi Family perfectly weaves in the brand’s ideology of smart cars for smart Indians. We truly believe that the Grand NIOS with its segment-leading features and technology is the perfect choice for the smart millennial customers.”
Innocean Worldwide joint MD Vivek Srivastava said,“With the dominance of the digital screen in the engagement matrix of brands with consumers, the content-based integrations have become an integral part of communication outreach. It’s effortless, unobtrusive yet impactful in seeding the soft and hard aspects. This initiative with TVF for Grand i10 Nios is a living testimony to this new strategic normal. The AamAadmi Family series not only helps us embed our client’s message in the digital milieu, plus it does so in a very relatable family context.”
Havas Media Group India CEO Mohit Joshi said, “At Havas Media, our endeavour is to provide meaningful experiences and build meaningful brands by capitalising on the most meaningful media. ‘The AamAadmi Family’ show by TVF perfectly captures the reflection of our society, showcasing the real-life conflicts which not only makes it an earthly watching experience for the audience but also strikes the right chord with Hyundai Grand i10 NIOS TG. Every character in the show has created a special connection with the audience allowing the brand to seamlessly integrate its brand promise and drive brand affinity. We are excited about this collaboration with TVF in driving the shared endeavour for Hyundai and we look forward to scaling new heights with many more meaningful offerings.”
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
