MAM
Ipsos India hires Shrutika More to lead creative excellence vertical
Mumbai: Global market research company Ipsos has announced the hiring of Shrutika More as country service line leader for the creative excellence vertical, in India, with immediate effect.
She moves from Abbott Healthcare, a leading pharma company and will report to Ipsos India group service line leader, brand health tracking (BHT) and creative excellence (CRE) Shalini Sinha.
With 12 years of rich and diverse work experience, both with leading market research agencies and corporates, her expertise areas include creative, concept and product research and benchmarking studies. And is adept at handling qualitative and quantitative research work across categories for complex and strategic work.
Commenting on her new role, Ipsos India country service line, creative excellence Shrutika More stated, “Advertising in India has undergone massive shifts in recent past. In this new age, it becomes essential to adopt newer perspectives to evaluate and enhance the effectiveness of creative strategies. The future of advertising in India necessitates a broadened perspective for the evolving media consumption patterns of its diverse audience.”
“More’s remit will be on driving the next leg of growth for the Creative Excellence vertical in India; and to achieve this, she will be working closely with the account facing teams across different verticals and offices in Ipsos India; with emphasis on building thought leadership for CRE and consolidating our presence in the domain,” said Ipsos India group service line leader, BHT & CRE Shalini Sinha.
“Creative Excellence encapsulates the entire creative development process, from ideation to assessment, storyboard, monitoring the impact of campaigns and communications, and More’s extensive experience will be an asset to our prestigious roster of clients,” Sinha added.
“Creativity requires excellence and it all starts with a spark. Shrutika More is joining us at a time when we have a whole new arsenal of digital and AI products for clients, to address their constant need for spiffier and more agile tools for faster decision making,” said Ipsos India CEO Amit Adarkar.
More holds a post grad management degree (PGDM) from Indian Education Society’s Management College, Mumbai. Further, she has bachelor’s degree in microbiology & industrial biotechnology, and a diploma in food production & processing, both from Bharatiya Vidya Bhavan’s College, Mumbai.
Brands
Amazon doubles down on Anthropic with $25bn AI investment plan
Deal locks in massive compute capacity and pushes Claude deeper into AWS stack
MUMBAI: Amazon and Anthropic have significantly expanded their strategic partnership, committing to a long-term collaboration that combines billions in fresh investment with one of the largest AI infrastructure deals to date.
At the heart of the agreement is Anthropic’s plan to spend more than $100 billion over the next decade on AWS technologies. This includes access to up to 5 gigawatts of compute capacity powered by successive generations of Trainium chips, alongside tens of millions of Graviton cores. The scale signals a clear intent to future-proof the infrastructure behind its fast-growing Claude models.
In parallel, Amazon will invest $5 billion in Anthropic immediately, with the option to add up to $20 billion more tied to performance milestones. This builds on the $8 billion the tech giant has already committed to the AI firm.
The collaboration also tightens product integration. Anthropic’s full Claude Platform will now be accessible directly within AWS, allowing developers to use its native tools without leaving their existing cloud environment. The models are already widely used through Amazon Bedrock, where more than 100,000 customers are running Claude for tasks ranging from customer support to scientific research.
Amazon CEO Andy Jassy said, “Our custom AI silicon offers high performance at significantly lower cost for customers, which is why it’s in such hot demand.” He added that Anthropic’s long-term commitment to Trainium reflects the progress both companies have made in building scalable AI infrastructure.
Anthropic CEO and co-founder Dario Amodei said, “Our users tell us Claude is increasingly essential to how they work, and we need to build the infrastructure to keep pace with rapidly growing demand.” He noted that the partnership would help advance research while serving a rapidly expanding user base.
The two companies have already been working closely since 2023. Their joint efforts include Project Rainier, a massive AI cluster featuring hundreds of thousands of Trainium chips, now used to train and deploy newer versions of Claude. The new agreement extends this momentum, with fresh capacity expected to come online through 2026, including next-generation Trainium3 and Trainium4 chips.
Anthropic’s growth has been equally striking. The company says its annualised revenue run rate has crossed $30 billion, up sharply from about $9 billion at the end of 2025, driven by surging enterprise and consumer demand. That rapid uptake has also strained infrastructure, making this expanded deal as much about stability as it is about scale.
The partnership will also expand globally, with increased inference capacity planned across Asia and Europe, ensuring Claude’s reach keeps pace with its popularity.
From powering ride-hailing support systems to accelerating drug research workflows, Claude’s use cases continue to broaden. With this deal, Amazon and Anthropic are not just adding more compute, they are doubling down on a shared bet that AI’s next leap will be built on deeper, tighter integrations between models and infrastructure.
If the past few years were about proving the promise of generative AI, this alliance suggests the next phase will be about building it at industrial scale.
