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Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali
MUMBAI: Influencer marketing company WORD has released a special collaborative feature with television celebrities and power couple Mahhi Vij and Jay Bhanushali for its Diwali edition of #5MinutesofFame blog series. #5MinutesofFame is a spotlight corner on WORD’s blog page, wherein the company aims to showcase stories of brilliant creators while connecting audiences to their favourite influencers.
The latest feature with Mahhi Vij and Jay Bhanushali is a five-minute read where they get candid about their Diwali plans, Mahhi's instant connect with Cadbury which reminds her of the festive mood and tips to make interesting festive content. Jay talks about his all-time favourite actors, message for brands looking for influencer collaborations and many more fascinating conversations pieces.
WORD & Alchemy Group COO Dharika Merchant said, “With Diwali just round the corner, the celebratory spirits of the audience are really high and owing to the current situation, they are consuming festive content like never before. They love to engage with their favourite celebrities and get inspiration on what to do especially during the festivities. Diwali also happens to be a time when families are even closer together and what better opportunity than this occasion, to collaborate with television’s favourite celebrity family and power duo – Mahhi Vij & Jay Bhanushali. Basis our insights, we know that the audience greatly resonates with them. So, we brought them onboard for the Diwali edition of #5MinutesofFame to get them closer to their followers.”
Mahhi Vij & Jay Bhanushali commented, “Diwali is our favourite festival because it means celebrations, positivity and lots of light. In the spirit of this festive occasion, we are excited to have collaborated with WORD for their Diwali edition of #5MinutesofFame blog series.”
They further added, “This year, we encourage you all to stay at home and prioritize the health of your family and yourself. Stay safe and say no to crackers! We wish you a happy Diwali.”
Mahhi Vij and Jay Bhanushali have collaborated on some interesting campaigns with WORD in the recent past. This Diwali feature comes just in time for the festive season.
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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.
