MAM
Ipsos launches AI-powered video ad evaluation tool in India
MUMBAI: Global market research giant Ipsos has unveiled Creative|Spark AI, a cutting-edge advertising evaluation solution that delivers insights on video advertisements within minutes, hitting the Indian market today alongside 23 other countries.
The revolutionary tool combines human intelligence with artificial intelligence to predict viewer reactions to advertisements across linear TV, YouTube and social media platforms. Built on Ipsos’ existing Creative|Spark assessment framework and trained on 18,000 human response cases from the past five years, the solution operates on the company’s secure Gen AI platform, Ipsos Facto.
“This is a game-changer for advertisers juggling tight budgets and pressing deadlines,” said Shaun Dix, Ipsos’ global leader of creative excellence. “Particularly with the enormous spend flowing into social media advertising, brands can now evaluate single ads or hundreds of creatives in as little as 15 minutes.”
Ipsos India head brand health tracking and creative excellence Shalini Sinha emphasised the tool’s significance for the Indian market: “Creative|Spark AI offers an efficient, budget-friendly solution that’s particularly valuable for sectors not yet fully embracing creative assessment but eager for actionable insights.”
The platform doesn’t simply analyse advertisements—it provides predictive insights at “a fraction of the cost of consumer surveys,” according to Ipsos India creative excellence and creative/Spark AI head Shrutika More.
She highlighted the tool’s ability to help marketers “optimize testing budgets, increase campaign ROI, and deliver results at the speed and scale demanded by today’s market.”
The solution is immediately available in five Asia-Pacific markets—Australia, India, Japan, South Korea and Vietnam—as either a self-service option on Ipsos Digital or through full-service engagement with Ipsos teams. The company plans to roll out the tool across additional markets throughout 2025.
For India’s rapidly evolving advertising landscape, this AI-powered solution promises to deliver what many marketers have long sought: lightning-fast creative assessment with the precision of human insight at scale.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
