MAM
Kedaara Capital ropes in Unilever veteran Nitin Paranjpe as chief mentor and operating partner
MUMBAI: Private equity firm Kedaara Capital has appointed Nitin Paranjpe as chief mentor and operating partner, tapping into the expertise of one of the most seasoned executives in India’s consumer goods sector.
Paranjpe, who spent nearly four decades at Unilever, brings formidable leadership experience across operations, transformation, and global category management.
He began his career at the Anglo-Dutch FMCG giant in 1987 and went on to serve as CEO of Hindustan Unilever from 2008 to 2013—one of its youngest ever—and later held senior global roles including president of home care, president of foods and refreshment, and chief operating officer.
During his tenure, Paranjpe spearheaded multiple high-impact initiatives, from doubling business performance at HUL, to leading large-scale integrations and driving digitisation at Unilever globally. Most recently, he served as chief people and transformation officer at Unilever, where he led one of the group’s most ambitious restructurings in two decades.
In his new role, Paranjpe will work closely with Kedaara’s sector teams—especially in consumer and allied verticals—providing operational insight on both existing and prospective investments. He will also advise Kedaara’s senior leadership on strategic initiatives across the firm.
Paranjpe currently serves as non-executive chairman of HUL, and sits on the boards of global firms including Heineken and Infosys, further underlining the stature he brings to the table.
His appointment signals Kedaara’s intent to deepen operational value creation as a key lever in its investment thesis across India’s high-growth consumer landscape.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
