MAM
Interactive Avenues wins e-commerce mandate for TTK Healthcare
Mumbai: Interactive Avenues, the digital arm of IPG Mediabrands India has secured the e-commerce mandate for TTK Healthcare, a diversified conglomerate with a wide range of healthcare and FMCG products. The account was won by the agency following a multi-agency pitch process and will be handled from their Chennai office.
Interactive Avenues will be responsible for elevating TTK Healthcare’s e-commerce presence and increasing sales across key marketplaces and quick commerce platforms. Their mandate includes e-commerce strategy, content creation, media activation, catalogue management, and more.
Commenting on the association, TTK Healthcare DGM – digital marketing & ecommerce Arjun Siva said, “We are delighted to appoint Interactive Avenues as our ecommerce agency. We’re confident their proven digital expertise will help us drive growth and efficiencies across ecommerce platforms, especially for our brands Skore & MsChief in the sexual pleasure category and Eva, our personal enhancement brand.”
Interactive Avenues EVP south Aparna Tadikonda added, “TTK Healthcare has significantly contributed to the advancement of India’s FMCG & healthcare ecosystem for over 6 decades, and is also a pioneer of the condom industry in India. We are thrilled to be working with them. We will focus on delivering a seamless customer journey and driving digital growth powered by our proprietary data-driven frameworks and tools.”
Brands
Aoneha Tagore gets into entrepreneurship with Collabor8 launch
Former Spotify India editorial head sets up firm focused on long-term brand and fandom building
MUMBAI: Aoneha Tagore is stepping out of streaming and into entrepreneurship, launching artist management and brand advisory firm Collabor8 with a clear pitch: manage musicians for careers, not just campaigns.
The former head of editorial at Spotify India has positioned the venture as a response to an industry still wired to short-term release cycles even as artists double up as cultural voices and community builders. Founded in late 2025, Collabor8 is built around longer-horizon planning, narrative shaping and career development.
Its offering spans music strategy, public relations, social media, content direction, brand partnerships, monetisation and positioning. The bundle sits under what the firm calls “Music Surround Services”, designed to align creative output with bigger career goals and market positioning.
Tagore brings more than two decades of experience across radio, television and digital. Her track record runs through WorldSpace Satellite Radio, Fever FM, Oye FM, Radio City, 9X Network, MTV and VH1, alongside work on the launch of MTV Beats. Most recently, she oversaw playlist strategy and artist programming at Spotify India during a period of rapid growth for the platform.
At Collabor8, artist management is framed as brand stewardship. The firm says it follows a people-first, insight-led model that privileges narrative clarity, fandom development and durable growth over momentary spikes in visibility. It works with emerging, scaling and established artists, tailoring playbooks to individual ambitions.
The agency has already signed a mix of upcoming and established acts and plans to keep its gaze on career planning beyond conventional release calendars.
Explaining the move, Tagore said:
“Artists today are not just releasing music, they’re shaping culture, building communities and initiating conversations. Yet much of the ecosystem still manages them for the next release or moment. Collabor8 was created to help artists articulate their vision, how they want to be seen, heard and remembered but most importantly, build meaningful narratives around their brand identity. Our focus is on building scale, longevity and fandom for music artists, not fleeting visibility.”
As the artist economy matures, Collabor8 is pitching itself as a partner for strategic, sustainable and authentic careers. The wager is simple: in a crowded market, the artists who last will be those built like brands. Collabor8 wants to be in the engine room when that happens.
