MAM
Madison buys controlling stake in Bengaluru-based HiveMinds
MUMBAI: Madison Media has announced that it has taken a controlling stake in Bengaluru-based performance marketing agency HiveMinds Innovative Market Solutions.
HiveMinds, which has a staff strength of 70 people, counts among its clients BigBasket, ABOF, ClearTrip and CloudNine Hospitals, among other. HiveMinds’ strengths have been in search, social, performance marketing and programmatic buying and specialize in eCommerce, Education & Travel.
HiveMinds, founded six years ago by Jyothirmayee JT, a pioneer in digital advertising in India with more than a decade of expertise in marketing, technology & data analytics, has led a critical role in digital marketing strategy & execution for industry leading startups like TutorVista, BabyOye, RedBus, TaxiForSure, Simplilearn & MobiKwik.
Besides successfully operating the Digital Agency business, HiveMinds has successfully leveraged their expertise in data driven marketing to develop a product INTUTEL, a market intelligence stack that combined with Madison’s programmatic platform CLEAR TRADE, will enable Brands to measure and improve customer interaction touch points necessary to influence purchases and thereby improving ROAS.
Madison Media already operates successfully in both Creative and Media spaces in the digital domain and many advertisers like Marico, Asian Paints, Godrej Properties, Tata Chemicals and ITC among many others use its digital services.
Says Jyothirmayee JT, “Partnering with Madison is a big next step in our journey. We have so far excelled as a digital first agency and played a crucial role in the growth of leading startups in India. Joining hands with Madison, we can take our digital expertise, technology driven marketing to larger brands and innovate in omni-channel strategies for our clients”
Says Madison Media partner and group CEO Vikram Sakhuja, “This is Madison’s exciting partnership to deliver data driven outcomes. HiveMinds brings exciting and bold innovation in data mining and uses it to dynamically improve performance. As a first, we look forward to uniting consumer intent, interest and purchase in driving media insights.”
Says executive director Lara Balsara, who identified HiveMinds and successfully concluded the agreement, “Marketers are embracing customer focused digital opportunities. I am delighted at the progress Madison Media is making in the Digital space in the last one year and having HiveMinds as part of us will further strengthen the way we partner with our clients in their digital transformation journey.”
Chief digital officer Vishal Chinchankar and strategic consultant Nagaraj Krishnamurthy advised Madison on the transaction and helped develop the integrated technology strategy.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
