MAM
PRandit wins PR mandate for Tezos India
Mumbai: Gurugram-based PR firm PRandit Solution has secured the PR and media relations mandate of blockchain adoption company Tezos India.
Tezos enables people and entities to optimally use its blockchain in India. Tezos India was able to secure the mandate by participating in a competitive multi-agency pitch, following an open call by Tezos India for outsourcing their PR and media activities.
PRandit will be responsible for crafting and disseminating all the key messages and information relevant to establishing and projecting the credibility of Tezos India as an enabler towards creating a well-rounded Tezos ecosystem in India. In addition, as a part of this mandate, PRandit will explore opportunities for Tezos India and its spokespersons to be featured across relevant national and international media outlets, spanning across print, electronic, online and new-age media outlets, among others.
PRandit Solution co-Founder & COO Shalu Jha said, “India currently hosts one of the largest tech and startup industries in the world, and blockchain and crypto have, of late, become the fastest-growing space as well as one of the hottest topics in the media and communications universe. And in line with these developments, Tezos India has been, of late, playing a crucial role in helping enthusiasts and young Indians get closer to the marvels of Web3 at large, and the Tezos blockchain in particular. As a ‘tech-first’ PR company, we at PRandit are very happy and proud to partner with Tezos India to enable them to increase their visibility, credibility, and prominence in the media ecosystem at large, and amongst their target audience in particular. Our focus for Tezos India’s PR would be towards ensuring that their larger organisational goals are being served while actively evangelising and spreading awareness about Tezos, crypto, blockchain, and web3, among other allied subjects.”
Tezos India head – operations Poorvi Sachar added, “We at Tezos India are pleased to associate with PRandit for our 360-degree media and PR related engagements. We are confident that through their strategic know-how in the media and communications arena, PRandit will be playing an instrumental role in highlighting Tezos India’s areas of expertise and operations, achievements, etc. We look forward to a fruitful, long-term collaboration.”
Notably, Tezos India is an organisation supporting the Tezos ecosystem in the Indian sub-continent and is a grantee of the Tezos Foundation. As innovation in the blockchain space advances in India, Tezos India constantly strives to address key barriers facing blockchain adoption to date in India through: developer adoption, education & training, and ecosystem development.
On the other hand, PRandit Solution is a leading Indian B2B agency in the field of strategic communications-related services and has helped over 500 startups and businesses with their brand positioning, media relations, public relations, reputation management, etc., since its inception in 2018.
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
