MAM
Kinder Joy launches edutainment platform Kinder Digital Hub
Mumbai: Kinder Joy has recently launched ‘Kinder Digital Hub,’ an exciting and fun-filled edutainment platform for kids to promote the significance of the Raksha Bandhan festival.
Kinder Joy has also released a TVC for this special occasion, which is in line with their tagline #KhaokheloKhushRaho. This is a 360-degree campaign that will be leveraged across platforms, from strong media bursts on TV to extensive presence on digital platforms, from wide-reaching on-ground POSM to clutter-breaking in-app advertising. In addition to this, people will also have a chance to win cool prizes like iPads and Kindles, subject to terms and conditions which can be read on kinder.com.
The children will have access to the Kinder Digital Hub by scanning the QR code on the exclusive Rakhi share pack or logging on to kinder.com, which will unravel the magical world of Kinder and take them on an adventure with the protagonists Ki & Jo, the cartoon characters specially created for this special occasion. Throughout the edutainment journey, the kids will be able to navigate through an exciting new world of stories, games, and filters based on Raksha Bandhan traditions.
Kinder India brand head Amedeo Aragona said, “Ferrero has always symbolised the spirit of gifting during festivals. This year, with the special Rakhi packs, while we aim at creating beautiful memories, we felt it necessary that children should understand the significance of the festival. This led us to create the characters “Ki & Jo,” who will take kids along on a fun and educative journey as well as introduce equality and inclusivity in relationships via edutainment.”
MAM
Publicis Groupe India launches data-led influencer platform ‘Influential’
A new platform, a seasoned hire and an ambitious plan to bring discipline to India’s booming but chaotic creator economy.
MUMBAI: Influencer marketing in India is big, messy and, for most brands, maddeningly hard to measure. Publicis Groupe India has decided it has had enough of that and is moving to fix it.
The advertising giant has launched Influential, its global creator marketing solution, in India, pairing the rollout with the appointment of Diwaker Chandani as managing partner for Influential India. The brief is blunt: drag influencer marketing out of the spray-and-pray era and into one defined by data, accountability and results that actually show up on a balance sheet.
A fragmented market ripe for disruption
India’s influencer ecosystem has scale in abundance. What it lacks is maturity. Measurement standards are inconsistent, creator databases are riddled with duplication, and brands remain dangerously hooked on organic reach, a strategy that flatters vanity metrics while delivering uncertain commercial returns. Chandani, who brings nearly two decades of experience across digital platforms and media, puts it plainly. “The ecosystem has scale, but not maturity,” he says. “By combining data-led audience intelligence with creator ecosystems and media amplification, we aim to build a model that delivers measurable and repeatable outcomes.”
It is a diagnosis that Publicis Groupe is staking serious infrastructure on. Influential is anchored in the group’s Connected Identity system, which maps consumer profiles to enable more precise audience targeting and creator selection. Layered on top are the Captiv8 platform and Influential’s global creator network, giving brands the tools to plan, activate and measure campaigns across the full funnel, from awareness down to commerce, rather than treating each influencer post as a standalone act of faith.
The hire
Chandani is not an unfamiliar face in the industry. He has held senior roles at Meta, Zee Entertainment and the Network18 Group, working across creator partnerships and content-led media strategies. His mandate at Influential India is to integrate data, creators, media and commerce into a unified framework and to build the team and client roster to scale it.
Anupriya Acharya, chief executive of Publicis Groupe South Asia, frames the launch as a response to a market that has grown faster than its own infrastructure. “The channel has reached scale, but lacks a unified, data-led foundation,” she says. “With Influential, we are moving from a creator-first approach to a cohort-first, identity-led model powered by Connected Identity.” The integration of creators, media and commerce, she adds, will enable more precise and scalable outcomes for brands.
Why now
The timing is deliberate. Influencer marketing in India is expanding rapidly, fuelled by cheap data, a vast and young social-media audience, and brands increasingly willing to redirect budgets away from traditional media. But growth without governance has created a market where consistent returns remain elusive and accountability is largely aspirational. Publicis Groupe is betting that the industry’s next phase belongs not to whoever has the biggest roster of creators, but to whoever can prove, with hard numbers, that those creators are actually shifting product.
The old model of picking a popular face, posting a reel and hoping for the best is running out of road. Influential is Publicis Groupe India’s wager that the future belongs to the spreadsheet as much as the selfie.
