MAM
m/Six names Sahil Sachdeva as national digital head
Mumbai: m/Six, GroupM’s youngest outcome-based agency has announced the appointment of Sahil Sachdeva as the national digital head on Monday. He will be based out of Gurgaon and will report to m/Six India head and senior VP Saket Sinha.
In this role, Sachdeva will be responsible for managing the agency’s national digital services and helping existing and new clients transform their digital processes and marketing strategies as well as achieving ROI-driven marketing outcomes, said the company. He will focus on strategic and innovative solutions, this will include the continued development of integrated and ‘always-on’ digital strategy that cuts across programmatic, paid, social, search and e-commerce, it added.
“Sahil has been a part of the family for a long time now. He brings with him in-depth knowledge and great expertise in the digital field,” said Saket Sinha. “I am confident that Sahil will play a key role and help us elevate our business offerings and deliver the best to our clients in the digital space.”
Sachdeva comes with rich and vast experience in the digital industry and is known to design and deliver strategic direction to digital initiatives for brands like SonyLiv, Emami, Burger king, Revv, Veeba, Harley Davidson, Noise, WhiteHat Jr etc. Over the past 14 years, he has held various roles across planning, programmatic and digital marketing joining the m/Six family in 2017.
“It’s an exciting time for the industry where marketing today is data-driven and digital-first. I look forward to working with brands to explore and co-create cutting-edge & innovative digital media solutions, not only to reach their consumers more efficiently but also to deliver business and brand outcomes,” stated Sahil Sachdeva. “I am grateful and proud to be part of the m/Six family that has given me such an amazing growth opportunity and looking forward to working with the entire team to deliver the best of digital strategies to the clients.”
Digital
AI set to transform media and entertainment industry
From creation to monetisation, AI is rewriting how stories are made and found
MUMBAI: Artificial intelligence is no longer a backstage tool in media and entertainment. It is fast becoming the main act. Delivering the keynote at the FICCI-EY M&E Industry Report launch, Meta managing director and country head Arun Srinivas, laid out how AI is transforming the entire value chain, from content creation to discovery and monetisation.
At the heart of this shift is access. AI is breaking long-standing barriers of language and reach, allowing content to travel further than ever before. Films, short-form videos and creator-led stories are now being dubbed, subtitled and even lip-synced across multiple languages with ease. The result is a more fluid, borderless entertainment ecosystem where stories find audiences far beyond their original markets.
Discovery, Srinivas noted, is undergoing an equally dramatic shift. On platforms such as Instagram and Facebook, a significant share of content consumption now comes from recommendations rather than followers. AI-driven systems are increasingly acting as matchmakers, connecting viewers with content tailored to their interests. In simple terms, content no longer waits to be found, it finds you.
For advertisers and platforms, this intelligence is translating into sharper targeting and improved efficiency. AI tools can identify the right audiences, optimise campaigns and even assist in crafting narratives for advertisements. What was once manual and intuitive is now data-driven and predictive.
India, Srinivas argued, sits at the centre of this transformation. With millions of creators producing content in dozens of languages, the country is both a testing ground and a growth engine for AI-led innovation. A large and rapidly digitising population, widespread smartphone adoption and expanding 5G access are further accelerating this shift towards a digital-first media economy.
Creators are already tapping into AI tools for editing, translation, dubbing and audience insights, enabling them to refine content in real time. Studios, meanwhile, are using predictive models to gauge consumer sentiment and optimise release strategies. Advertisers are deploying AI across campaigns, while developers continue to build new layers of tools and services on top of these platforms.
Srinivas also pointed to emerging interfaces that could redefine how content is consumed. From AI-powered assistants embedded in everyday apps to wearable devices offering immersive, on-the-go entertainment and real-time translation, the next wave of innovation is set to be more interactive and deeply personalised.
The broader message was clear. AI is not just enhancing the media business, it is restructuring it. As creators evolve into full-fledged studios and content becomes inherently multilingual, the lines between production, distribution and consumption are blurring.
With its scale, diversity and digital momentum, India is uniquely positioned to lead this shift. If storytelling has always been the country’s strength, Srinivas suggested, AI could well be the force that amplifies it to a global stage.
