MAM
Mindshare launches marketing intelligence platform Core
MUMBAI: Mindshare has launched Core, a user-centric and open source data-driven marketing intelligence platform.
Claiming to move data out of the hands of IT and analytics teams and into the hands of marketers, Core delivers a single, always-on, open-source data stream. It offers same scalability, flexibility and security as data systems in the finance sector.
Mindshare has invested heavily in developing Core. The global media network said Core empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real-time.
Mindshare has partnered with 24/7 Media, Ab Initio, Acxiom, Adobe, MySupermarket, Exponential (Tribal Fusion), Nielsen and Visible Measures to provide this technology and data.
Core enables marketers to mix their business intelligence (CRM, sales and supply chain) data with an integrated single source of marketing intelligence. This contains media channel spend and performance data, social data, paid and owned media audience data, in-stream data, third party (household expenditure/demographic/online behaviours) data and real-time trading data.
When mixed with the business intelligence, this reveals consumer actions and insight at a granular level, eradicating the guesswork, latency and siloed nature of marketing-spend decision making.
Mindshare Worldwide CEO Nick Emery said, “We have invested heavily in developing Core because we believe it is the future of marketing. We are bringing together state of the art technology providers to truly deliver real time business and media data. Everyone claims this with some empty dashboard, we are doing it. It’s a step change for our industry and I’m proud that we are leading the charge.”
Mindshare Worldwide CTO and Core project leader Steve Plimsoll said, “By leveraging insight and requirements from across Mindshare’s global network and client base in the design and the cherry picking the global best in class technology and data providers for the development we’ve been able to create an enviable solution that delivers institutional marketing intelligence across all aspects of the marketing ecosystem, be they above or below the line, product or consumer centric. Gone are the traditional data silos / black boxes and the need for complicated coding or middle men (IT) historically needed for marketing professionals to access or ask questions of the data. Data now truly is at their fingertips.”
The single source data stream is created by bringing together all the media data and consumer insight capabilities of Mindshare and the leading global third party data enhancement services to create an always-on data resource, which when mixed with brand held data, delivers actionable insights to marketers in real-time.
Mindshare India consulting, analytics and intelligence principal partner Sandeep Pandey said, “Data analytics have assumed the status of a strategic tool over the last few years and a meaningful analytics exercise involves the generation of insights through data modeling. To me half the battle is won if you have robust consumer knowledge from disparate sources of data and Core is built to facilitate exactly that for our clients. Indian businesses are increasingly adopting analytics in their processes to improve efficiency and profits and we believe Core would help us achieve that.”
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
