MAM
ICOM APAC meet in Delhi on 7 and 8 November
NEW DELHI: ICOM, the International Communications Agency Network Inc., one of the world’s largest networks of independent advertising and marketing communications agencies, will conduct its regional conference for the Asia Pacific region in Delhi on 7 and 8 November.
Triton, which is a member of ICOM, will orgainse the two-day APAC regional meet at Uppal’s Orchid Ecotel in Delhi.
This is for the first time that the ICOM regional conference for the region is being held in India.
“Participants from 16 member agencies from the region would share their experiences, learnings and future strategies. More than mere sharing it also becomes a platform for the ICOM members to brainstorm and arrive at new directions which will propel the future growth of the companies in this region in keeping with the theme of the Conference – Preparing For the Future,” said Triton Communications managing director Munawar Syed.
The participating foreign agencies include- Adfromatix (Philippines), Nihon Kezai Advertising (Japan), Smart Group (Korea), Walkers Advertising (New Zealand), Wilson Everard Advertising (Australia), PMP (Hongkong), Creative In-House (Thailand), Goldsun (Vietnam), Select Team (Malaysia) and NewSun Communication (China).
ICOM is headquarterd in Colorado and is chaired by Gary Burandt. The network has over 70 member agencies in 52 countries with a total billing of US$3 billion. ICOM helps its partner members in exchange of information, market facts, transact business in overseas market and training of personnel.
In the recent past, ICOM has added several new members including E. Morris Communications, Chicago and TOTO Group, New York, from the U. S., BrandStorm, Warsaw (to represent Poland), Uzina, Lisbon, (to represent Portugal), Creative In-House, Bangkok (to represent Thailand) and NewSun Communication Group, Guangzhou (to represent the Guangdong region of China).
ICOM was founded in 1950 as the National Federation of Advertising Agencies.
Brands
Summercool signs 10-episode Teen Taal podcast deal as presenting sponsor
Brand taps content-led marketing with seamless integrations on Aaj Tak show
NEW DELHI: Summercool Coolers has partnered with Teen Taal as the presenting sponsor for a 10-episode podcast series, marking its push into content-led marketing as brands increasingly look beyond traditional advertising formats.
The collaboration with Aaj Tak, part of the India Today Group, aims to tap into the growing influence of podcasts as high-attention platforms where audiences engage more deeply with content.
Instead of standard ad slots, the partnership leans on a content-first approach, with Summercool integrated directly into the show’s environment through studio branding, contextual mentions and visual cues. The idea is simple: be part of the conversation, not a break from it.
Early signs suggest the strategy is working. In the opening episode, the brand is woven into the discussion without interrupting the flow, offering a more natural recall compared to conventional advertising bursts.
Summercool Coolers director finance Abhishek Gupta said, “This partnership reflects our belief in engaging audiences where they are most attentive. By integrating naturally within a compelling storytelling format like Teen Taal, we are able to create authentic connections and drive organic engagement.”
Echoing this, India Today Group Digital CEO Salil Kumar said, “Podcasts today are not just content formats, they are high-attention environments. With Teen Taal, we’ve created a space where brands can participate in conversations, not interrupt them.”
Hosted by Kamlesh Singh, Kuldeep Mishra and Asif Khan, Teen Taal has built a loyal following for its mix of humour, satire and sharp takes on current affairs and everyday culture. That easy, conversational tone makes it a natural fit for brands seeking relevance without being overly intrusive.
With the first episode already live across platforms such as YouTube, Spotify and JioSaavn, the series offers a glimpse into how storytelling and subtle branding can go hand in hand. For Summercool, it is less about cooling the air and more about warming up to a new way of reaching audiences.
