MAM
Maa TV appoints KYC Inclusive to measure efficacy of outdoor campaigns
MUMBAI: Telugu television network Maa TV has appointed Hyderabad-based outdoor media evaluation company KYC Inclusive to evaluate efficacy of its outdoor campaigns.
As part of the deal, KYC will do pre and post campaign evaluation to measure the efficacy of outdoor campaigns of Maa TV across Hyderabad, Vizag, Vijayawada, Rajahmundry and Tirupathi.
KYC Inclusive will measure and evaluate all outdoor mediums which are part of Maa TV‘s outdoor campaign including billboards, bus shelters, train branding, bus backs, centre medians, and pole kiosks.
Apart from this, at the pre-campaign planning stage, Maa TV will also get access to KYC Inclusive‘s study on location-wise trends for individual outdoor sites, information and analysis on sites which can give better reach and share to its outdoor campaign.
KYC Inclusive‘s outdoor media measurement and evaluation methodology will allow Maa TV to know the reach, share, brand recall, and cost per contact of its outdoor campaigns.
The deal will boost KYC Inclusive‘s plan to expand its outdoor evaluation services to major outdoor advertisers across the region.
Commenting on this occasion, KYC Inclusive Co-Founder & Head- New Initiatives Nitin Tanksale, “While OOH media is becoming exceedingly vibrant, its evaluation and measurement is as important as spending on it. We are happy to have an esteemed client like Maa TV on board; our evaluation system will give strategic inputs in planning outdoor media and deliver great value to Maa TV‘s outdoor campaigns”.
“Maa TV has always been consistent in promoting its shows and IP‘s on OOH media, appointing KYC Inclusive is a strategic step towards analyzing the efficacy of our outdoor campaigns. With this evaluation system, we will get to know the Reach and Share of our outdoor campaigns,” said a Maa TV spokesperson.
Brands
Prataap Snacks posts Rs 1.14 crore Q4 profit, EBITDA up 319 per cent
Yellow Diamond maker posts turnaround with Rs 1.14 crore profit, 10 per cent dividend proposed
NEW DELHI: Prataap Snacks Limited has staged a sharp turnaround in the fourth quarter of FY26, reporting a 319 per cent surge in operating EBITDA and a return to profitability after a challenging previous year.
The Indore-based company, known for brands such as Yellow Diamond and Avadh, posted income from operations of Rs 420.18 crore for Q4 FY26, marking a 5 per cent year-on-year rise. Operating EBITDA climbed to Rs 20.59 crore, while margins stood at 4.9 per cent.
Most notably, the company reported a profit after tax of Rs 1.14 crore for the quarter, reversing a loss of Rs 11.94 crore in the same period last year. Diluted earnings per share improved to Rs 0.48 from a negative Rs 5.00 earlier, signalling a steady recovery in performance.
For the full financial year, consolidated income rose 1 per cent to Rs 1,724.65 crore. Annual operating EBITDA grew 68 per cent to Rs 81.81 crore, while the company posted a net profit of Rs 9.72 crore, compared to a loss of Rs 34.27 crore in FY25.
Reflecting this improved performance, the board has recommended a dividend of 10 per cent, equivalent to Rs 0.50 per share on a face value of Rs 5.
Prataap Snacks Limited managing director Amit Kumat said the recovery was driven by sharper execution and data-led decision-making, including the use of Sales Force Automation analytics. The company also expanded its distribution network to over 5,000 distributors and strengthened its presence on quick commerce platforms.
Looking ahead, the company expects double-digit revenue growth in FY27, though it remains cautious about inflationary pressures on key inputs such as packaging materials and edible oil. Management plans to offset these through tighter cost controls and calibrated pricing strategies.
With profitability back on track and operations stabilising, Prataap Snacks appears to be regaining its footing in an increasingly competitive packaged foods market.
