MAM
Maharishi Ayurveda’s Raktda launches digital campaign to recognise women who are #MadeofIron
MUMBAI: On Women’s day, Raktda, Maharishi Ayurveda’s 100 per cent natural iron management solution, launched a digital campaign that celebrates the women who make more happen every day.
Indian women have to perform multiple roles in their life, for which they require adequate energy. With a strong character and an indomitable spirit, they are #MadeofIron.
This campaign is a celebration of the strength and resolves these women represent. With #MadeofIron, Raktda also aims to raise awareness about the need for Iron in a woman’s life.
Speaking about the campaign, Maharishi Ayurveda global marketing head Ramesh Yadav said, "India is a country with the world's largest iron-deficient female population (source: WHO) that stretches across all strata. It’s important for women to understand how iron deficiency can prevent them from getting the best out of themselves. Through this campaign, while we celebrate her undaunted spirit, we also want to spread awareness about the need for iron in her fast-paced, action-oriented life.”
Bottle Openers founder Sachin Kumar said, “Through the campaign, we identify women across different fields who have an active, ironclad spirit, and have found the same activeness in their health after incorporating iron in their diet. We also ask women to tell us their #MadeofIronstories."
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.
