MAM
Mirchi and SBI Life Insurance presents 13 editions of Spell Bee
Mumbai: Mirchi, a city-centric music and entertainment company, collaborates with SBI Life Insurance, one of the most trusted private life insurers in India, to present the 13 edition of Spell Bee- ‘Spellmasters of India’. The association provides a meaningful platform for young minds across the country, by encouraging them to pursue their dreams and excel in an invaluable life skill. Being India’s largest spelling competition, Spell Bee, which is open for students from grades fifth to ninth, aims to positively captivate young minds towards honing their skills, nurturing their intellect & boosting their confidence.
The 13 editions of Spell Bee, will see participation from more than 3,00,000 students from 350 schools across 30 cities. The top 75 students will qualify for the National Semi-Final and only the top 16 will compete in a grand finale, which will be aired exclusively on Disney+. The winner will also have the chance to claim a grand prize of Rs 1,00,000 and an all-expenses-paid trip to Disneyland, Hong Kong.
Commenting on the launch of 13 editions of SBI Life Spell Bee, ENIL CEO Yatish Mehrishi said, “Over the past two decades, Mirchi has developed a diverse portfolio of properties, shows, and solutions, all aimed at nurturing various communities. As we embark on the 13th edition of Spell Bee this year, it signifies more than an event; it stands as a significant initiative reflecting Mirchi’s unwavering dedication to inspire, engage, and empower young minds across the nation.”
Commenting on the partnership, SBI Life Insurance chief of brand, corporate communications and CSR Ravindra Sharma stated, “At SBI Life we are continuously exploring opportunities that help liberate individuals to reach their full potential and starting early can have a deeper meaningful impact in an individual’s life. We believe every child has a unique potential to excel, and by providing them with the right tools and platform, we aim to foster an environment of learning & development. SBI Life’s partnership with Spell Bee – ‘Spellmasters of India’ reflects our commitment to liberating young minds in fulfilling their aspirations and enabling them to with the opportunity to be recognised on a universally recognised platform.”
He further added, “Children are the future of our nation and we are immensely proud to be a part of this educative initiative. We believe that spelling is an extremely important skill that aids in expressing themselves better and more clearly. We are thus, dedicated to encouraging young minds to explore possibilities, not only in academics but in all aspects of their development. This partnership serves as a testament to our unwavering commitment to positively shaping young minds across the nation. We are excited to embark on this journey, to create invaluable future citizens who will contribute to the progress and prosperity of our nation.”
As a part of the promotion, renowned RJs from Mirchi will make mention of the initiative and other related details on the radio channel to attract participation from schools & parents. Other promotional activities via PR, Digital etc. will follow.
The Spell Bee – Spellmasters of India initiative is a testament to SBI Life’s commitment to not only provide monetary prizes to the winner but also aid in the holistic development of young minds across the nation.
MAM
Stagwell expands Trade Desk tie up to deploy Koa Agents globally
AI agents to automate planning buying optimisation and measurement.
MUMBAI: Media buying may soon need fewer hands on keyboards and more prompts on screens. Stagwell has expanded its global partnership with The Trade Desk, becoming the first global marketing network to adopt Koa Agents, an alpha-stage, agentic AI system designed to overhaul how digital advertising campaigns are run.
At its core, Koa Agents flips the traditional workflow. Instead of manually configuring campaigns step by step, marketers can simply describe their objectives, with AI agents executing, optimising and refining campaigns in real time. Tasks that once took days from audience segmentation to performance analysis are now automated and continuously adjusted as conditions shift.
The integration will connect Koa Agents with Stagwell’s proprietary media ecosystem through The Trade Desk’s Open Agentic Kit, effectively stitching together planning, activation, measurement and optimisation into a single, automated loop.
The first phase of deployment will focus on two key areas. For audience planning, traders can define target segments while Koa Agents identify high-value consumers, activate campaigns across premium inventory and optimise performance dynamically. On the supply side, the system introduces deeper transparency, using quality signals such as ad-to-content ratios and refresh rates to prioritise inventory, while offering clearer visibility into pricing and margins during live campaigns.
The rollout will also introduce a conversational interface, allowing traders to query campaign performance in plain language, why it is underperforming, what is driving results, and what to change receiving real-time, actionable recommendations.
Stagwell plans to make these capabilities available to select clients in a closed beta later this summer, with a broader roadmap aimed at automating the full campaign lifecycle, including setup, troubleshooting and predictive optimisation.
The move builds on an existing partnership between the two companies, including Stagwell’s adoption of Unified ID 2.0, The Trade Desk’s privacy-focused identity framework. Combined with Koa Agents, this is expected to sharpen audience targeting, streamline cross-channel activation and improve measurement accuracy.
As advertising grows more complex behind the scenes, both companies are betting that the front end can become radically simpler where campaigns are less about clicks and controls, and more about outcomes and intent.
