MAM
Mobile trumps desktop as 55 lakh consumers visit the Grand Diwali Mela!
Mumbai: The Grand Diwali Mela organised by GroupM in association with Google, Amazon.in, LINE, Games2Win and Hungama.com was a runaway success, attracting over 55 lakh visitors. The first of its kind initiative by GroupM to take the offline concept of Diwali Mela to an online destination was a hit with users across India. The ‘Grand Diwali Mela’ saw very high engagement with users, who spent time getting product samples @ Re.1, enjoying movies and videos, playing games and greeting each other via the LINE messenger. The number of visits on the virtual mela as well as time spent surpasses any offline brand activation initiative organised during the festival in India.
The ‘Grand Diwali received an overwhelming response with over 55 lakh visitors,the majority of which came from mobile phones with over 45% women visitors!. On October 24th, Diwali day, the mela received over 4.6 lakh visitors! In all mela visitors spent over 125,000 hours browsing various brand and entertainment stalls in the mela besides which many more hours were spent on partner sites – Amazon.in, Games2win and Hungama.com. Interestingly almost half the visitors discovered the mela through Search and LINE Messenger.
The ‘Grand Diwali Mela’ emerged as the largest online sampling platform for brands. Over 150,000 samples were shipped across India, with 70% samples going to Tier 2 and Tier 3 towns. The samples ranged from skincare and household products relevant to both men & women. To celebrate the partnership LINE Messenger came out with a set of special edition stickers for the ‘Grand Diwali Mela’. More than 5 million ‘Grand Diwali Mela’ stickers were exchanged in during this festive season, as visitors wished friends and family via the LINE platform.
Popular Diwali games like Rummy and the Diwali Chakri kept people engaged and entertained with over 36 lakh game plays. Diwali Chakri which was a special game launched by Games2Win to celebrate Grand Diwali Mela – saw over 1M plays!
On the success of the Grand Diwali Mela, CVL Srinivas, CEO, GroupM South Asia said, “We are excited about the success of the first Grand Diwali Mela. We were able to create a great platform for consumers to come and sample products and interact with brands. It is also heartening to see the reach of the virtual mela was not restricted to the metros but filtered down to smaller towns where the digital penetration is growing exponentially. We also have seen a distinct spike in access via mobile phones, a clear indicator that India is opening up readily to mobile data and communication.”
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
