MAM
Lava Mobiles becomes Punjab Kings’ official smartphone partner for the upcoming T20 season
Mumbai: Lava Mobiles, the leading Indian smartphone brand, is thrilled to announce a partnership with Punjab Kings, one of the key franchises of the Indian T20 League. With this strategic collaboration, Lava Mobiles is now the official smartphone partner of Punjab Kings for the 2024 season.
This alliance marks a significant milestone for both Punjab Kings and Lava Mobiles as they symbolise a journey of determination and perseverance in their respective domains. Lava Mobiles, a renowned name in the Indian mobile handset industry, has continuously demonstrated a commitment to revolutionising the smartphone landscape with its cutting-edge technology and unwavering dedication to quality.
“We are excited to partner with Punjab Kings” said Lava International marketing Puravansh Maitreya. “This collaboration is an effort to reach out and connect with our young cricket loving audience. With this partnership, we aim to leverage the power of cricket to bring fans closer to the action and enhance their engagement with the brand.”
The excitement of this partnership is further heightened by the anticipation of Punjab Kings’ first match of the season against Delhi Capitals on 23 March. As fans eagerly await the thrilling action on the field, Lava Mobiles and Punjab Kings are poised to captivate audiences with their dynamic collaboration, leaving a permanent mark on the world of cricket and technology.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
