MAM
Licious unites Ghotis & Bangals with meaty delights this Durga Pujo
Mumbai: The intra-community rivalry between the ghotis & bangals has made for some fun banter over the years. No family gathering in a traditional Bengali household is ever complete without members of each side striving to establish one-upmanship, be it on culture, language, sports or food. As this contest of words and wit ensues, this Durga Pujo, Licious brings peacetime & festive fervour with an extensive spread of meaty delights. In its latest film, the brand brings together the ghotis & bangals to celebrate the spirit of Pujo with Bengal’s best – Hilsa, prawn, mutton and much more! The film now live on Licious’ Insta and YouTube pages, showcases a chapter from the book of ghotis v/s bangals that ends at the dining table with a mouth-watering feast of kosha mangsho, malai curry, bhapa ilish, muitha, ilish bhaja and pabdar jhal.
Licious VP brand Santosh Hegde said: “The Durga Pujo film underscores our belief that good food has the power to unite even the most spirited cultural rivalries. And there is no better way to celebrate the rich Bengali heritage than through its flavoursome cuisine. Armed with our expertise in meat & seafood, we have the leverage to offer specialized products & cuts to ensure our consumers have a memorable Pujo celebration. So whether you are a ghoti or a bangal, whether you prefer hilsa, prawn or mutton – Licious has you covered this Pujo!”
The film is set in a bustling Bengali household, abuzz with vibrant decor and preps for Durga Pujo. The dinner table is being set with the choicest of dishes and meaty delights, right from ilish macher bhaja, muita, pabdar jhal, kochi pathar jhol and more. Just then the lady of the house gets teased by her ghoti relative on whether the spread today features bangal specialities or are there any ghoti delicacies as well. For the uninitiated, people originating from East Bengal (now Bangladesh) are referred to as ‘Bangal’ and those hailing from West Bengal are called ‘Ghoti’. With witty banter and humourous rejoinder, the debate continues in true Kobir Lorai style (a poetic volley of words between 2 people, set to a tune & aimed at outsmarting each other) as the lady and her ‘opponent’ continue to take a dig at each other’s cooking styles, choice of fish and more.
The rhythmic beats of the dhak add to the tempo of this lorai; onlooking family members cheer on, at times even singing along. Who wins, you wonder; of course, the meaty delights by Licious do! Young family members intervene to remind that this isn’t the time to argue, but it’s the time to come together & enjoy the delightful spread that’s brought the family together, all thanks to Licious. Amidst laughter & marked by the festive spirit, the family rejoices with the delicious Pujor Mahabhoj made with Licious’ offerings for the season, forgetting all about their differences. After all, tasty meaty delights from Licious are what every ghoti and bangal would unanimously bond over this Pujo season.
Embed link: https://www.youtube.com/watch?v=K9alInxWQqA&ab_channel=Licious
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
