MAM
Idea Cellular launches Dialer Tones
MUMBAI: Mobile service provider Idea Cellular has introduced a service called Dialer Tones for its customers.
The company’s customers can now set their Ringing back tones for callers from a choice of tunes, ranging from Bollywood film songs to International hits, wacky sounds to instrumental music and even their own voice, among other tunes.
The company has stated that the best feature of the product is, that the tones can be customised caller wise. For instance Friends can get a special tone and family can get an altogether different tone. There are several options in selecting the tone that customers want their callers to listen to: Set a common tune for all or customize a tune for individual callers.
It is also possible for the user to select groups. Here the same song/tone would be played to anyone calling from the set group. Extremely simple to use, Dialer Tones can be accessed by dialing into 456, the Say Idea voice portal service. Worldwide this service is extremely popular and one of most accessed value added services.
Idea Cellular CEO Vikram Mehmi, said, “We have always believed in providing exciting and innovative services for our customers. Idea offers the most comprehensive bouquet of value added services and all of them have been very popular among our customers. These services not only create a rich, creative and engaging mobile experience for our customers but also trigger higher revenues for us.
“We shall continue to offer more and more exciting value added services in the future. “
AD Agencies
JioStar study with BARC and Nielsen finds TV and digital ads reach different audiences during T20 World Cup
JioStar’s T20 World Cup data shows cross-screen duplication below 10 per cent, setting the stage for a blockbuster IPL
MUMBAI: The numbers are in, and they are striking. During the ICC Men’s T20 World Cup 2026, television and digital advertising campaigns barely stepped on each other’s toes. Cross-screen audience duplication stayed below 10 per cent across every participating campaign, a finding that upends the assumption that brands paying for both screens are largely paying twice to reach the same eyeballs.
JioStar, the media giant that broadcast the tournament across television and digital platforms, on Tuesday unveiled the findings from BARC | Nielsen One Ads, a cross-screen measurement solution deployed for the first time at scale during the World Cup. The verdict: TV and digital are not cannibalising each other. They are reaching fundamentally different people.
The study found that digital platforms are delivering genuinely incremental audiences, viewers who would not have been reached on television alone, while enabling more precise targeting across devices. The combined effect gives advertisers what the industry has long craved: a unified, deduplicated four-screen audience that marries the blunt-instrument scale of television with the surgical precision of digital.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, head of sales, sports, JioStar. “With less than 10 per cent duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
The methodology behind the findings stitches together two measurement giants. BARC India supplies linear television data; Nielsen brings its digital measurement capabilities across connected TV, mobile and desktop. The result is a single, deduplicated view of campaign reach and frequency, the kind of unified currency that advertisers have been demanding as audiences scatter across screens.
The timing is deliberate. As consumption habits splinter, viewers flicking between the living-room set, the smartphone on the sofa and the laptop at the kitchen table, the case for unified measurement has grown urgent. A brand buying a 30-second slot on Star Sports and a pre-roll on JioCinema can now know, with some rigour, whether those two buys are actually compounding their reach or merely doubling their spend.
JioStar, BARC India and Nielsen say the learnings will directly inform cross-screen strategies for upcoming tentpole events. IPL 2026 is next. If the World Cup data holds, and there is little reason to think it will not, brands that treat television and digital as a single, coordinated buy rather than two separate line items will arrive at the auction with a sharper pencil and a cleaner brief. In India’s ferociously competitive advertising market, that edge is everything.
