MAM
Project Worldwide launches ‘Math of Marketing’ IP for India
BANGALORE: Project Worldwide is putting numbers at the heart of creativity with the launch of Math of Marketing, a new strategic intellectual property designed to sharpen how marketing effectiveness is measured in India.
Billed as a long-term pillar rather than a one-off study, Math of Marketing opens with what the company calls India’s largest-ever analysis of marketing ROI. More importantly, it sets out to answer a question that keeps CMOs awake at night: how do you balance quick returns with lasting brand value?
The initiative brings together a brain trust of senior marketers from B2B and B2C sectors to create a shared framework for what “good” really looks like in 2026. Think fewer vanity metrics, more meaningful measures of growth.
“India is at a moment where evidence-led marketing can unlock the next wave of economic momentum,” said Project Worldwide global CEO Chris Meyer. “This IP creates a solid foundation to understand what truly drives brand strength and commercial success in a fast-changing market.”
At its core, Math of Marketing tackles the tug of war between short-term performance and long-term brand building. The framework will track everything from new KPIs that link brand health to revenue, to the growing power of retention, loyalty and customer marketing. It will also keep a close eye on how AI, modern tech stacks and smarter attribution models are reshaping decision-making.
The first major output will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, aimed at giving leaders a clearer language for success.
“As the marketing ecosystem gets more complex, data alone is not enough,” said Project Worldwide India and South Asia chief growth officer Rasheed Sait. “Brands need India-specific blueprints that help them fine-tune media choices, creative impact and long-term investment. That is what this IP is built to deliver.”
In the weeks ahead, Project Worldwide plans to bring the IP to life through industry consultations, roundtables and hands-on workshops, all focused on real-world challenges faced by Indian marketers.
For an industry often accused of chasing clicks over credibility, Math of Marketing is Project Worldwide’s bid to make marketing add up again.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
