MAM
P&G, Ernst & Young, Pepsi opt for Ad-ID
MUMBAI :Marketing companies Procter & Gamble, Ernst & Young LLP and Pepsi have become the first to annouce their deal with the Ad-ID (Advertising Digital Identification) system.
Ad-ID is the new digital identification system for advertising designed by the American Association of Advertising Agencies (AAAA) and the Association of National Advertisers (ANA). It generates unique codes to accurately check scheduling, placement, billing, and to verify schedule details.
The system, currently in a beta test, is slated for a January launch. During the introductory period, efforts will be concentrated on gaining universal adoption of the Ad-ID system as the standard industry identifier.
The code system can be used in all digital media and across all digital environments,and will help companies identify advertising for all media and consisits of 12 character. It is anticipated that this software innovation will emerge to facilitate industry wide improvements and may also include real time verification, ROI analyses, and global campaign tracking.
In addition to generating unique codes, the Ad-ID system will also serve as a central, permanent repository of information about each advertisement. It will generate a database as to who created and produced it, where and when it is scheduled to run, and any clearance or legal issues, says an official release.
P&G, one of the early adopters of Ad-ID, was largely responsible for the creation of the ISCI coding system 32 years ago. P&G Global Marketing Officer Jim Stengel says Ad-ID will help the company ensure that the right message is delivered in the right context and at the right time to the consumers.
Brands
Ascenta elevates Adheip Bakshi to sales director amid growth push
Move aligns with expansion plans and flagship Basalt Hills development
MUMBAI: Ascenta has elevated its co-founder Adheip Bakshi to the role of sales director, signalling a sharper focus on scaling operations and expanding its market footprint.
Bakshi, who has been instrumental in shaping the company’s sales and marketing strategy since its early days, brings over a decade of experience in real estate sales and operational planning. He has played a central role in building Ascenta’s channel network and refining its go-to-market approach.
The leadership move comes as the company gears up for its next phase of growth, anchored by Basalt Hills, a 20-acre low-density villa estate positioned within the emerging Mumbai 3.0 corridor. Designed as a hospitality-led, lifestyle-focused community, the project combines serviced plots, bespoke villas and curated infrastructure within a natural basalt landscape.
Speaking on his new role, Bakshi said, “I’m excited to take on this role at a pivotal stage in Ascenta’s journey. Our focus remains on building a disciplined, channel-driven sales ecosystem while aligning closely with evolving buyer expectations for lifestyle-oriented developments. Basalt Hills is a strong reflection of this direction, and we aim to scale thoughtfully while maintaining the integrity of the product and experience.”
Commenting on the elevation, Ascenta founder and managing director Karan Bahl said, “This elevation reflects a natural progression, recognising Adheip’s contribution to the business and his ability to scale sales operations in a competitive luxury segment. As we expand our portfolio of boutique, design-led developments, strengthening leadership across functions remains a key priority.”
With this leadership shift, Ascenta appears to be doubling down on structured growth while keeping its focus firmly on design-led, premium real estate, a space that continues to evolve with changing buyer aspirations.
