Ad Campaigns
OMD India taps Iti Kaul to spearhead digital practice
Mumbai: Media agency network OMD has announced the appointment of Iti Kaul to spearhead its digital practice in India, effective from April. Kaul will take charge of this new role from PHD Media, where she currently leads digital planning as its general manager.
Further building upon elevations within the group, Kaul is yet another leader to be promoted within Omnicom Media Group, spotlighting the company’s sharp focus on driving growth for its people, stated the agency. “In her new role, she will be reporting to OMD India CEO Anisha Iyer,” it added.
“The story of OMD India’s growth and success is one that is driven by our people and their unwavering commitment to delivering better decisions for our clients, unapologetically and innovatively,” said Anisha Iyer. “Iti’s role will add significant leverage to our digital practice as we create the next wave of transformative experiences for our clients. We are thrilled to have her on board and are confident that her expertise and future-ready perspectives will elevate our work to drive greater impact and successes for client growth.”
Kaul has over 13 years of experience in the industry, having lent her digital strategies on global mandates across industries for Fortune 500 companies. She is adept at creating media plans that foster growth opportunities for brands – a practice she spearheaded at PHD’s digital planning division out of the Gurugram office.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
