MAM
Interactive Avenues launches hyperlocal marketing suite Caliper
MUMBAI: Interactive Avenues has unveiled its proprietary hyperlocal marketing product suite Caliper, that moves from the alpha stage to a closed beta launch.
There has been a paradigm shift in consumer search behaviour, and a lot of research happens on products and experiences, which are proximity-based. Hyperlocal searches are growing at the rate of 55 per cent year-on-year, with 10X growth in local language searches.
Caliper aims to solve endemic business problems like – local asset readiness, last mile optimization (offline conversions or digitally attributable sales), centralised or de-centralized modules for a business generating demand pan India, unification and optimisation across digital platforms, store/dealer level SEO, generating and measuring store walk-ins and many other category-specific-use cases.
Interactive Avenues CEO Amar Deep Singh said, "We aim to help as many businesses get on to their digital journeys with ease. We want to successfully harness the true potential of digital by getting more personalised experiences for marketers backed by extremely robust measurement metrics contributing to business outcomes."
He further added, "We’ve successfully tested the product with two of our leading clients in the retail and auto categories, and we’ve observed that participating dealership/stores have seen 230 per cent incremental sales and 79 per cent incremental walk-ins in comparison to non-participating dealers/stores. In the last four-five months, we have spent close to Rs 7.75 crore and delivered walk-ins, tele-ins, along with offline sales for both jewellery and auto category."
IA is now moving Caliper to a closed beta stage for its key clients. What were humble beginnings trying to automate large deployments across platforms, has manifested into a full-blown hyperlocal product suite. The platform is extremely intuitive and can set up hyperlocal campaigns, activate digital media and a location-aware, hyper-personalised creative engine in a matter of hours.
The templates are easy to use and the AI/ML modules make it simple for brands to just input their business goals and let the activations optimise purely on the business outcome.
Interactive Avenues EVP Harish Iyer said, "Our full 360-degree experience of working across traditional brick and mortar businesses across categories, like, auto/CPG/retail/mobile OEMs, has given us a way to create the best-suited product suite for businesses to harness as well as create local demand and at the same time give them the best digital experiences."
Interactive Avenues, which is the digital arm of Mediabrands India, is currently offering Caliper as invitation-only for non-Mediabrands clients.
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
