MAM
Miq launches AI powered programmatic platform MiQ Sigma in India
New platform aims to simplify multi platform media planning and measurement.
MUMBAI: In the crowded world of digital advertising, clarity can sometimes feel like the rarest currency. Global programmatic media company Miq has launched its AI driven platform Miq Sigma in India, aiming to help marketers navigate the increasingly fragmented landscape of multi platform media. The launch was announced at a special event in Mumbai, where the company introduced Sigma as a proprietary technology platform designed to unify planning, activation and measurement across channels in a single decision support environment.
Miq has been operating commercially in India for more than six years and currently has a presence in over 20 countries globally. The debut of MiQ Sigma marks the company’s latest effort to deepen its technology led capabilities in one of the world’s fastest growing advertising markets.
Sigma has been built to address a common challenge in modern media planning: fragmentation. With audiences spread across multiple screens and platforms, advertisers often struggle to connect data signals, campaign performance metrics and media buying strategies into a coherent framework.
The platform aims to solve this by bringing together fragmented data, media signals and performance insights in one integrated interface, enabling advertisers and agencies to plan, optimise and measure campaigns more effectively.
The India rollout also complements Miq’s strategic data partnership with Samba TV, which provides advanced cross screen television insights and analytics. Together, the integration is intended to help marketers achieve more unified omnichannel campaign planning.
The launch was led by Miq Global CEO and co founder Gurman Hundal along with Miq chief commercial officer for India Varun Mohan who highlighted the growing complexity of India’s media ecosystem.
Hundal said the platform was designed with the Indian market’s diversity in mind.
“With Miq Sigma, our focus is on enabling better decisions for Indian brands in an increasingly complex yet opportunity rich market. India represents one of the most dynamic advertising markets globally, and Sigma is built to adapt to its diversity across language, content and media consumption,” he said.
Mohan added that the company’s broader ambition is to help advertisers move beyond fragmented planning.
“Our ambition in India is to simplify decision making in a complex media environment. Sigma is built to help advertisers move toward more connected and accountable outcomes across screens,” he said.
With the launch of Miq Sigma, the company is positioning itself to play a larger role in India’s evolving programmatic ecosystem, where technology, data and cross platform measurement are becoming central to modern media strategy.
MAM
Centuary Mattresses marks World Sleep Day with film and mattress donation
Brand releases ‘Better Moments Begin Here’ and donates 150 mattresses.
MUMBAI: Sometimes the softest stories are the ones that speak the loudest. To mark World Sleep Day, Centuary Mattresses has released a digital campaign film titled Better Moments Begin Here while donating 150 mattresses to children and elderly residents across several institutions in Hyderabad. The initiative supports organisations including Devnar School for the Blind, Desire Society, Telangana State Model School and RK Foundation, benefiting visually impaired, special and orphaned children as well as elderly residents. The effort aims to highlight the emotional importance of comfort while improving access to quality sleep.
At the centre of the campaign is a short film that captures visually impaired children experiencing the mattresses for the first time. The film opens with lively scenes of children laughing, jumping and playing together before gradually transitioning into a calm moment as they drift off to sleep. The narrative gently reinforces the campaign’s message that comfort is often felt rather than seen.
The initiative reflects the company’s broader belief that good sleep is essential not only for physical health but also for emotional wellbeing, particularly for children.
Centuary Mattresses, executive director Uttam Malani said the campaign was inspired by the company’s interactions with students during the initiative. “World Sleep Day presented a meaningful opportunity for us to create moments of comfort and joy for special children. Our interaction with students reminded us that genuine comfort and happiness are not always visible but deeply felt,” he said.
Founded more than 35 years ago and headquartered in Hyderabad, Centuary Mattresses has grown into one of India’s established mattress brands. Often referred to as India’s Sleep Specialist, the company manufactures a wide range of products including spring, foam, coir, memory foam and orthopaedic mattresses.
The brand operates across 18 states through a distribution network of more than 4500 dealers and over 450 exclusive brand stores. Its manufacturing facilities are located in Hyderabad and Bhubaneswar.
Centuary has also introduced several sleep technology innovations over the years, including copper gel mattresses, micro spring systems and Centuary Protect, an antimicrobial technology recommended by the National Health Academy.
With the Better Moments Begin Here campaign, the company has used World Sleep Day not just to promote better sleep but also to underline a simple idea: comfort can create moments that matter, especially for those who need it most.
