MAM
Isobar India announces key elevations and leadership changes
MUMBAI: Isobar, the digital agency from the house of Dentsu Aegis Network, has announced key leadership changes across the country.
Anadi Sah has been promoted to executive creative director, in addition to his current role of lead innovation, technology & creative. As part of this new mandate, Sah will now spearhead Isobar’s innovation and creative unit at a national level along with Isobar India chief creative officer Anish Varghese.
Business head Gurgaon Himanshu Arora will now be associate vice president, taking in charge of the agency’s business for North region.
Aakriti Sinha, currently director, social media, will now be national head for Isobar’s social media practice and will be responsible for scaling up the agency’s social media solutions.
Director, business Madhura Ranade will take charge as head – branded content & partnerships, Isobar’s new service offering. She will be responsible for driving content consulting and strategy with an all-encompassing data-led approach towards platform and content recommendation to drive business results. Her role will also look after content consulting towards branded IP creation to create properties that are brand-safe, drive the brand vision and generate value.
On the appointment, Isobar South Asia group MD Shamsuddin Jasani said, “We are preparing for the next stage of growth for Isobar India. We have identified the leaders of Isobar who will work with us to take the agency to greater heights. Anadi, Himanshu, Madhura, and Aakriti have played an important role in developing the vision and leadership needed to shape our business and brand strategy across our creative, marketing and technology functions. Their promotions will ensure we continue to power our India agenda and drive excellence in our experience-led transformation proposition.”
The elevations will boost an accelerated growth by forging stronger ties between the agency, partners and clients, along with streamlining business verticals and fortifying operational efficiency. With these elevations, Isobar will further drive the global agenda of experience-led transformation across its practices.
Brands
Netflix acquires Ben Affleck’s AI film-tech firm InterPositive
Streaming giant picks up production startup to streamline digital filmmaking
LOS ANGELES: Netflix has officially acquired InterPositive, an AI film-technology startup founded by actor and director Ben Affleck. The move marks a significant investment by the streaming service into assistive AI tools designed to support the technical side of movie production. While many AI companies focus on generating new images or scripts, InterPositive focuses on the logistical challenges of filmmaking. The firm’s technology is designed to handle technical tasks that often delay post-production, such as correcting lighting inconsistencies and ensuring visual continuity across different takes.
The acquisition is not about replacing human actors or writers. Instead, Netflix intends to use the technology as a digital assistant for directors. The software understands cinematic logic, meaning it can automatically adjust background elements or environmental effects to ensure a film looks polished and consistent without months of manual editing.
In a Netflix post on Thursday, Affleck emphasised that the project was born out of a desire to support the craft rather than automate it. “I knew I had a responsibility to my peers and our industry, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that,” Affleck wrote. “From the invention of the moving image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who use it. Our shared commitment to continuing this legacy makes joining together a natural next step.”
Netflix chief product and technology officer Elizabeth Stone said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community. InterPositive’s technology is purpose-built for filmmakers and showrunners to naturally support their visions. We’re excited to welcome the team to Netflix and continue building a future where technology enhances storytelling, while people remain at the core.”
Netflix chief content officer Bela Bajaria added, “New tools should expand creative freedom, not constrain it. Ben and his team are part of a long tradition of artists leading innovation in storytelling. Their work gives filmmakers more choices, control, and protection for their vision.”
The deal coincides with a broader partnership between Netflix and Artists Equity, the production company led by Affleck and Matt Damon. Following the success of their recent projects on the platform, this acquisition cements Affleck’s role as both a creative and technical advisor to the streamer. Affleck noted that the partnership was a logical fit due to “Netflix’s decades of experience applying and scaling technology responsibly.” He will serve as a senioradvisor for the integration of the technology, ensuring the tools remain focused on helping filmmakers.
For the film industry, this acquisition signals a shift in strategy. Rather than just buying finished movies, Netflix is now owning the specialized technology used to build them. By bringing these tools in-house, the company aims to reduce the rising costs and lengthy timelines associated with high-budget original films while giving their productions a technical edge in speed and visual quality.
