MAM
Icubeswire Films takes a short cut with new 15 second ad studio
MUMBAI: Blink and you’ll miss it or maybe that’s the point. Icubeswire Films, part of the Icubeswire Martech group, has launched Stop Shots, a new creative studio dedicated to crafting ad films that last just 10–15 seconds but aim to leave a lasting impact.
In an era where Instagram Reels, Youtube Shorts, and shrinking attention spans dominate consumption patterns, the studio is betting big on the power of brevity. Stop Shots will harness data intelligence and consumer trend analysis to create mini cinematic spots that are not just visually arresting but also culturally rooted. The aim: deliver emotionally resonant, hyper-localised stories that spark recall and engagement in seconds.
The demand is already there. According to Icubeswire, over a dozen brands have begun experimenting with the short-format model, citing stronger resonance than traditional one-minute commercials. “Today’s consumer navigates to what’s short and crisp, and attention spans have fallen drastically,” said Icubeswire co-founder & CEO Sahil Chopra at the launch. From regional slang to cultural quirks, the studio sees a 10-second hyper-local ad connecting more deeply than longer TV spots. In a noisy, fragmented content landscape, Stop Shots is hoping to prove that less really can be more.
Brands
Origen Realty names Preeti Rai as president- sales & strategy
Veteran hire signals push into Gurugram market with growth ambitions
GURUGRAM: Origen Realty has appointed Preeti Rai as president for sales and strategy, as the company gears up to enter the competitive Gurugram property market.
The move brings in a seasoned industry hand with over two decades of experience across residential and commercial real estate. In her new role, she will lead the company’s sales operations and go-to-market strategy, with a focus on building a strong foothold in Gurugram and driving early momentum.
Origen Realty management said the appointment marks a key milestone in its expansion plans. Origen Realty management said the hire will help sharpen execution and strengthen the company’s sales-led growth strategy as it steps into a new market.
Preeti Rai said, “I look forward to being part of Origen Realty at a pivotal stage in its journey and contributing to building a strong presence in the Gurugram market.”
Before joining Origen Realty, she served as senior vice president for sales and marketing at Elan Group. Her career also includes stints at major developers such as DLF Universal Ltd, Today Homes and Infrastructure, Paras Buildtech Pvt Ltd and Ambience Infrastructure Ltd, where she built expertise across channel sales, leasing, and end-to-end deal execution.
Known for her focus on strategy and team leadership, Rai is expected to play a central role in shaping Origen Realty’s market positioning and sales ecosystem in the region.
As Gurugram’s real estate market continues to attract fresh investments and new entrants, Origen Realty’s latest leadership hire signals its intent to compete with a clear, sales-driven playbook.
