MAM
Mindshare APAC launches adaptive solution suite for brands
MUMBAI: Mindshare APAC has launched FAST (Future Adaptive Specialist Team), a unique solution suite, which aims to provide data led adaptive marketing services to brands looking to make sense of the deluge of data that is engulfing marketing communications.
One of the key headwinds that brands are facing due to this data deluge is the dynamism and uncertainty in the customer journey and the primary purpose of FAST is to help clients take control of the same.
Mindshare’s FAST is the first of its kind in Asia Pacific from any marketing communications company.
FAST comprises six services that clients can choose from or use as an integrated solution. As part of Data Management, powered by The Data Alliance from WPP, FAST provides data advisory services to help clients prepare their data management strategy, and to help them on how they can use technology to make sense of the data.
Performance Marketing is an insights-driven outcome-based service that helps clients harness the power of search, e-commerce and mobile marketing in an integrated manner. With Programmatic Strategy, Mindshare has developed a proprietary architecture that leverages GroupM’s global scale with advanced behavioral targeting that delivers dynamic advertising to the most valued target at the most opportune time.
Real-Time Marketing, hallmarked by The Loop, is an adaptive decision making engine that influences the dynamic consumer journey, using real time insights to drive real time actions.
Finally, FAST provides capabilities in Digital Analytics with tools to better understand the digital trail, attributed right down to the last mile action. And for clients who have rich Enterprise data, Mindshare will integrate its own proprietary data with 3rd party data to provide Big Data services in partnership with Crayon Data by developing brand specific affinity graphs.
Designed specifically for clients with centralized needs, Mindshare has gathered digital specialists from across the network to create five FAST hubs, located in Singapore, London, New York, Shanghai and Mexico City. FAST is particularly open sourced in building strategic partnerships in each of the Hubs to leverage local knowledge and expertise and they are fully integrated within the existing agency teams in the region.
Mindshare Asia Pacific COO Gowthaman Ragothaman said, “In the last 15 days, FAST has built up significant traction, demonstrating its value to our clients and their businesses. It is more than just a concept, it is a step in the right direction – one that is built on a sound understanding of our client’s business needs and their expectations of what the future of media should be. By adding new and evolved capabilities and leveraging off of our global scale, FAST showcases Mindshare’s ability to constantly and quickly adapt to the need of the day, and is poised to be our key differentiator as it begins to deliver results for our clients.”
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
