MAM
Indian musicians reinterpret global artists in Paytm Insider’s ‘Jim Beam Originals’
MUMBAI: Paytm Insider’s penchant for creative innovation with Jim Beam’s enthusiasm stirred into the mix has resulted in the creation of the novel musical property Jim Beam Originals. In this series of 10 virtual music experiences, famous Indian musicians will reinterpret legendary international artists in their own inimitable styles. Giving a new spin to the works of major global icons are Colonial Cousins, Shalmali, Benny Dayal, Shaan, Purbayan Chatterjee, Karsh Kale, Raghu Dixit, Usha Uthup, Thaikuddam Bridge, and Shor Police.
Curated and promoted by Turnkey Music Publishing and Music Plus, the first season of the show will go live on 7 November 2020. These sixty-minute sessions will reveal new dimensions not only to the Indian musicians but to the immensely popular and widely played works of these international artists, thereby creating unique, yet familiar sounds.
Kickstarting this incredible roster of cultural confluence are the fusion Indipop group Colonial Cousins, who will employ their signature style to recreate an abridged The Eagles’ discography.
They will be followed by the inimitable Shalmali on November 21, who will be presenting a thrilling rendition of Michael Jackson’s hits. An award-winning, multi-lingual playback singer, Shalmali will give her own hue to the King of Pop’s massive body of work.
Varun Khare, business head live entertainment (IPs & partnerships) at Paytm Insider, said that through Jim Beam Originals, the company is attempting to create a platform where the best names in Indian music will bring their own distinctive perspective to popular hits.
Turnkey Music Publishing founder Atul Churamani added that the initiative could have some great positives for the music business. “First, it’s a big promotion for international music which one would love to see more of. Second and very importantly, it could set a business model rolling for online gigs. I am very excited about the music we are going to hear, given the calibre of artists we are working with and paying tributes to.”
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.
