MAM
Interpublic group acquires Mumbai-based ecommerce intelligence firm Intelligence Node
MUMBAI: For clients, looking for granular information about shopping habits of customers online – especially in this increasingly D2C world – it surely is an intelligent move by . marketing solutions provider the Interpublic Group. It has forked out, according to media reports $100 million, to acquire 12 year old Mumbai-based ecommerce intelligence platform Intelligence Node. The company which was co-founded by CEO Sanjeev Sularia and chief data analytics officer Yasen Dimitrov, serves top notch clients such as Jockey, Unilever, Macy’s, Li & Fung, Tesco, Mobly, Tata and Landmark.
This strategic move significantly enhances Interpublic’s commerce capabilities, providing clients with real-time product and market intelligence to understand shopper trends, drive sales growth and optimise performance in the dynamic digital marketplace.
Intelligence Node’s cutting-edge technology leverages AI to aggregate and analyse billions of data points across over 1,900 retail categories in 34 global markets, delivering dynamic insights into product attributes, media, pricing, availability, promotions, and consumer sentiment.
Through this acquisition, Interpublic will seamlessly integrate these rich data streams into its existing and future commerce solutions. Intelligence Node strengthens Interpublic’s ability to build and deploy agile commerce solutions, streamlining operations and maximising ROI for companies through faster, more informed decisions across product development, marketing, sales activation, and retail media.
The aggregated commerce and transaction data from Intelligence Node enhances and complements audience data and identity solutions within Acxiom, the global data leader within Interpublic. Together, the companies create a comprehensive view of customers and products, offering brands and retailers unmatched capabilities to maximize market share. Intelligence Node will be leveraged across Interpublic’s portfolio of agencies and the company will maintain its current brand name.
“As commerce and retail media continue their rapid convergence, actionable data is paramount to maximising brand performance,” said Interpublic group CEO Philippe Krakowsky Interpublic. “Intelligence Node’s robust platform provides the real-time market-wide signals that brands need to optimise retail media campaigns, commerce strategies, and ultimately drive performance in today’s highly competitive digital landscape.”
By integrating Intelligence Node’s capabilities, Interpublic will offer clients:
* Real-Time Market Agility:Dynamic data insights empower companies to react instantly to market shifts, competitor actions, and emerging consumer trends.
* Precision Retail Media Optimization:Granular data on competitor advertising activity enables more effective and efficient retail media investment.
* Digital Content and Search Optimisation: Intelligence Node streamlines content management and optimization leveraging generative AI to ensure product description pages are resonant, highly visible, and SEO optimised.
“Joining forces with Interpublic allows us to deliver a best in class combined solution to companies navigating the complexities of today’s commerce landscape,” said Sularia. “Together, we can provide the comprehensive data, advanced analytics, and strategic expertise needed to win market share and drive sustainable growth.”
(Picture courtesy: Intelligence Node website)
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
