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
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
