MAM
OgilvyOne Delhi wins Bennetton CRM account
MUMBAI: OgilvyOne Delhi has won the Bennetton CRM account in a multi-agency pitch.
OgilvyOne Worldwide, New Delhi vice president Vaishali Sarkar said, “OgilvyOne Delhi is well represented in most of the key relationship marketing categories. It was retail that was eluding us. Perhaps no other brand could have fulfilled our hunger better than Benetton. The brand itself evokes excitement and energy and we look forward to matching that!”
Benetton is now a 100 per cent subsidiary of Benetton Italy, Spa. It is a $ 2.1 billion corporation with brands like Sisley, Playlife and Killer Loop as a part of the group.
Benetton is the flagship brand with huge consumer salience and equity. Benetton has been in India through various JV’s for the last 15 years. The brand has grown in stature and boasts a huge following among consumers in the Indian market.
Benetton India Private Limited director – sales and marketing Sanjeev Mohanty said, “The Benetton Consumer Loyalty Program would be one of the key drivers for growth and differentiation amidst cutthroat competition. This program also has the additional burden of setting new benchmarks in retail by delighting as well as pleasantly surprising our loyal consumers.”
Digital
AI set to transform media and entertainment industry
From creation to monetisation, AI is rewriting how stories are made and found
MUMBAI: Artificial intelligence is no longer a backstage tool in media and entertainment. It is fast becoming the main act. Delivering the keynote at the FICCI-EY M&E Industry Report launch, Meta managing director and country head Arun Srinivas, laid out how AI is transforming the entire value chain, from content creation to discovery and monetisation.
At the heart of this shift is access. AI is breaking long-standing barriers of language and reach, allowing content to travel further than ever before. Films, short-form videos and creator-led stories are now being dubbed, subtitled and even lip-synced across multiple languages with ease. The result is a more fluid, borderless entertainment ecosystem where stories find audiences far beyond their original markets.
Discovery, Srinivas noted, is undergoing an equally dramatic shift. On platforms such as Instagram and Facebook, a significant share of content consumption now comes from recommendations rather than followers. AI-driven systems are increasingly acting as matchmakers, connecting viewers with content tailored to their interests. In simple terms, content no longer waits to be found, it finds you.
For advertisers and platforms, this intelligence is translating into sharper targeting and improved efficiency. AI tools can identify the right audiences, optimise campaigns and even assist in crafting narratives for advertisements. What was once manual and intuitive is now data-driven and predictive.
India, Srinivas argued, sits at the centre of this transformation. With millions of creators producing content in dozens of languages, the country is both a testing ground and a growth engine for AI-led innovation. A large and rapidly digitising population, widespread smartphone adoption and expanding 5G access are further accelerating this shift towards a digital-first media economy.
Creators are already tapping into AI tools for editing, translation, dubbing and audience insights, enabling them to refine content in real time. Studios, meanwhile, are using predictive models to gauge consumer sentiment and optimise release strategies. Advertisers are deploying AI across campaigns, while developers continue to build new layers of tools and services on top of these platforms.
Srinivas also pointed to emerging interfaces that could redefine how content is consumed. From AI-powered assistants embedded in everyday apps to wearable devices offering immersive, on-the-go entertainment and real-time translation, the next wave of innovation is set to be more interactive and deeply personalised.
The broader message was clear. AI is not just enhancing the media business, it is restructuring it. As creators evolve into full-fledged studios and content becomes inherently multilingual, the lines between production, distribution and consumption are blurring.
With its scale, diversity and digital momentum, India is uniquely positioned to lead this shift. If storytelling has always been the country’s strength, Srinivas suggested, AI could well be the force that amplifies it to a global stage.
