AD Agencies
MiQ helps Indian brands expand globally with smarter ads
With a presence in 20 plus countries, MiQ guides Indian firms towards global growth
MUMBAI: Indian brands are no longer content with ruling the home market. From pharma to fashion, tech to tourism, businesses are increasingly setting their sights on international audiences. Stepping in to smooth that journey is MiQ, the global programmatic advertising specialist, which is helping Indian enterprises scale beyond borders with sharper targeting, smarter activation and measurable results.
With operations in more than 20 countries, MiQ is working closely with Indian companies eager to establish a lasting foothold in markets across North America, Europe, Apac, Latam, China and the Middle East. As global trade dynamics evolve, brands are diversifying not just where they sell, but where and how they advertise.
Categories such as health and pharma, retail, technology and travel are leading the charge, recognising that international growth now demands more than ambition. It requires intelligence, local expertise and the ability to adapt campaigns to distinct cultural and media landscapes.
Connected TV is one channel driving this shift. In India, CTV households are projected to reach between 60 and 70 million in 2025, reflecting growth of over 87 percent. Meanwhile, it is already deeply embedded in mature markets, with household penetration exceeding 60 per cent in North America and 55 per cent in Europe. Global media platforms including Roku and Teads have helped accelerate adoption overseas, while Pixability continues to set benchmarks in measurable YouTube advertising.
MiQ aims to position itself as the go-to partner for Indian brands keen to harness these new-age channels, both domestically and abroad. Its upcoming launch of MiQ Sigma in India, an AI-powered advertising platform already active in the US, Canada, the UK, Australia and South East Asia, promises deeper insights and greater precision for marketers shaping global strategies.
MiQ chief commercial officer India Varun Mohan, said India is no longer simply a fast-growing domestic market but a global powerhouse. As geopolitical and trade alignments shift, he noted, Indian brands are rethinking where they show up and how they engage audiences. MiQ’s regional presence, localisation capabilities and partnerships enable brands to expand with confidence and clarity.
As India strengthens its position as both an innovation hub and a source of global brand ambition, MiQ is betting that data, technology and on-the-ground expertise will be the passport Indian enterprises need for sustainable international success.
AD Agencies
Kevin Vaz opens FICCI-EY report with a declaration: India’s M&E industry set to breach Rs 3 trillion mark by 2027
In a keynote address at the FICCI-EY report launch, Kevin Vaz says sport, AI and the connected TV boom are driving a multi-screen revolution with no signs of slowing
MUMBAI: India’s media and entertainment industry is growing faster than the economy, reshaping global benchmarks and is on course to blow past Rs 3 trillion by 2027. That was the headline message from Kevin Vaz, chairman of the FICCI Media and Entertainment Committee and chief executive of entertainment at JioStar, who delivered the opening keynote at the launch of the FICCI-EY Media and Entertainment Report 2026 in Mumbai on Monday. He did not waste much time on caveats.
The industry hit Rs 2.78 trillion in 2025, outpacing GDP per capita growth and surpassing even last year’s bullish forecasts. Vaz described the year in three words: scale, convergence, transformation. The numbers, he suggested, were only half the story. The other half was how that growth was happening.
Digital has become the industry’s largest segment, driven by advertising, subscriptions and commerce. But Vaz was quick to puncture the familiar narrative of digital killing everything else. India, he argued, is not an either-or market. It is an AND market. Connected TV is surging. Linear television, mobile, films and print are all still expanding. AVGC, the animation, visual effects, gaming and comics sector, is emerging as a serious growth engine, opening new storytelling formats and new global revenue streams. Nothing, he said, is replacing anything. Everything is reinforcing everything else.
Nowhere is that more vivid than in sport. In an on-demand world where audiences can watch anything, anytime, Indians still show up live. “Sports don’t fragment audiences,” Vaz said. “They unite them, just on different screens.” The ICC Men’s T20 World Cup 2026 made the point emphatically. During the final, JioHotstar delivered 72.5 million concurrent streams, a global record. Group chats exploded. Families renegotiated control of the television. Advertisers, Vaz noted with undisguised relish, stopped asking where audiences were and started asking how fast they could get in.
Cinema had its own landmark year. More than 1,900 films were released, with several crossing the Rs 1 billion mark. Dhurandhar was singled out as proof that Indian audiences will still turn up in large numbers for content that grips them. Live experiences, too, are getting bigger and more immersive, though Vaz suggested the surface has barely been scratched.
Then there is artificial intelligence, which he described as quietly, and sometimes not so quietly, reshaping everything. AI is enabling personalisation, efficiency and scale, but Vaz argued its deeper significance lies in what it is doing to creativity itself. He pointed to Mahabharat: Ek Dharmayudh, billed as the world’s first AI-produced show, as evidence that the technology can amplify creative ambition rather than hollow it out. He also used the platform to call on Indian policymakers to engage seriously with the creative industry on AI and copyright, ensuring that creators are fairly compensated as the technology spreads.
The picture that emerges from the report, and from Vaz’s keynote, is of an industry that has stopped thinking of itself as a fast-growing emerging market and started thinking of itself as a global template. Scale, diversity and innovation, he said, are no longer in tension in India. They are coexisting, and the rest of the world is taking notes.
The Rs 3 trillion milestone is two years away. As the man who chairs the committee that shapes the industry’s policy agenda and runs the country’s most powerful entertainment platform, Vaz set the tone for the day with characteristic directness: India’s media business is not just chasing growth. It is deciding what the country talks about at dinner. That is a different kind of power altogether.
