MAM
Live Viacom18 takes engaged entertainment to an all-new-scale in India
MUMBAI: Launched in 2013 to enable the vision of OneViacom18, Integrated Network Solutions (INS) has grown at a swift pace. While the world toils to build ecosystems, Viacom18 takes the phenomenon to the next level by monetising its own ecosystem.
INS, in less than two years, has created close to 13 large format properties in the music and entertainment space. Moreover, it has engaged close to millions of fans across its 207 on-ground events.
Live Viacom18, the creator of a wide spectrum of multi-dimensional and impactful properties in the music and entertainment space all year, entered a new phase in 2014. The division, amplified brand experiences by leveraging the several strengths of the network while engaging more than 20 million individuals on the digital platform and a further 75 million on television.
INS SVP and business head Jaideep Singh believes that the future of entertainment is engaged entertainment. While in 2013, it built a strong foundation; in 2014 it spent scaling up its properties.
“Our focus has been to bring engaged entertainment to the people no matter where they are, where they are from and what their preference in genre is. Thus we are taking our properties to tier II markets, to clubs, to colleges amongst others. It’s exciting time of Viacom18 and we believe in 2015 live entertainment will grow at an even more rapid scale.”
What started as 16 on-ground events in 2013 has extended to 210 events in 2014. The much awaited, Vh1 Supersonic, which began as a year-end festival in its first year is now an IP which has increased its reach among consumers with 50 campus gigs and 50 club nights leading up to the main festival scheduled from 27 December to 30 December in Goa.
Property extension for MTV Bollyland has manifested into 12 city concerts from its origins in one gala night in Delhi, while MTV Live saw concerts with key Bollywood musicians in three different cities this year. EMERGE associated with international artists like Dismantle, Go Go Berlin and The Virginmarys on three-city tours leading to nine Dance Music extravaganzas. In total, INS brought to fore over 320 artists performing at various events.
To top it all, in December 2014, INS also helped global smartphone manufacturer, vivo, enter India. Commenting on the partnership of vivo and Viacom 18 Singh stated: “Viacom 18 is doing path-breaking work in the brand solutions space. vivo has a global partnership with Viacom and this is our first case study in terms of how INS can offer end-to-end brand launch solutions to a client.”
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
