MAM
Kantar Increases creative impact through artificial intelligence
MUMBAI: Kantar, the world’s leading data, insights and consulting company today extends its leadership in Artificial Intelligence (AI) integration into the advertising and creative world with the announcement of four new big data and AI-based solutions. The new offerings will help brands, advertising agencies and media companies more efficiently and accurately build and measure campaigns that have global impact.
The new offerings announced are:
Context Lab: A new platform that creates synergy between creative and media strategies. Context Lab answers the question “How does content perform incrementally better in different media environments?” The platform is flexible enough to optimise elements of a sponsorship, assess the value of branded content, evaluating boutique sites, choose the right creative for the right environments, understand potential for influencer or social performance within a live feed or optimise ad units for the environment in which they’ll run.
Creative Transport: A new toolset capable of forecasting how well creative executions designed for one country will perform if transported to other markets. Kantar combines learning from historical ads and the Link™ database to unleash AI-powered predictive models that guide where to reuse creative and where investment in new creative is needed. In beta testing clients have saved up to 30% in reduced creative production costs.
Balanced Attribution: A new solution that allows marketing leaders to balance short-term sales optimization and long-term brand equity growth. Balanced Attribution allows companies to find the right mix of channels, both online and offline. Built on the experience of over 10,000 brand lift studies and enhanced with AI capabilities from Kantar’s Analytics Practice and sales data from Kantar and our partners help clients optimize their marketing to the ideal balance between upper funnel brand objectives and lower funnel sales.
Enhanced Visual Analytics (EVA): A new online platform that analyses social media imagery at scale to help brand owners understand how their brand and products are being visually represented in broader culture. With almost 100 million images uploaded daily to Instagram alone, Enhanced Visual Analytics is the future of how we understand brands in a culturally connected way, and a critical component in how brands develop and deliver content to consumers. Combining AI and semiotics expertise EVA understands the equity that brands and categories have in culture and helps create great content, track brand equity and understand the opportunities in category ‘white space’.
Discussing the launch of Kantar’s latest suite of AI tools Eric Salama, CEO, Kantar said “At Kantar, we have a longstanding reputation as being the world’s most innovative research and consulting company. Today’s launch illustrates clearly how that innovation delivers meaningful impact for our clients across the whole marketing cycle. From understanding how your brand is perceived and used by consumers in social media, to ensuring investments are repurposed or directed to the right channels through to calculating ROI, it is clear AI is beginning to have a significant impact in the world of marketing”.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
