MAM
Publicis Media India launches Markriti
Delhi – Publicis Media India has introduced Markriti, a cutting-edge machine-learning based Marketing Mix Modeling (MMM) tool. Powered by Meta Open Source and supported by an interactive UI, Markriti aims to deliver efficient, cost-effective, and cutting-edge MMM solutions to brand managers and CMOs across industries, further enhancing Publicis Media India’s AI footprint and strengthening its overall client servicing capabilities.
Understanding that we live in a competitive world, brands are actively adopting a data-driven approach. They are seeking tools and metrics that can help measure return on investment (ROI), which allows them to optimize campaigns for better results. While there are many campaign measurement tools available in India, Markriti comes in as an integrated MMM solution that enables marketers to measure their ROI across various marketing channels, even before the launch of a campaign. An intervention by Publicis Media India, Markriti aims to help marketers achieve their targets and optimize budgets.
While Markriti inherits its open source from Robyn, it is a step ahead by providing a top-down UI that allows for a low-code and hassle-free MMM workflow. It empowers strategists and analysts in post-modeling to not only engage in MMM studies but also access insightful data in under an hour. With the time saved in running the model, the Data Scientist can now focus on fine-tuning the model and insights. With capabilities across investment, strategy analytics, data, performance marketing, and content, Markriti has truly completed Publicis Media India’s suite, further reinforcing the group’s ‘Power of One’ business model.
Publicis Media India chief solutions officer Rajiv Gopinath said, “In the dynamic world of marketing, which is highly influenced by consumer behavior, our clients have always been posed with the challenge of finding a way to measure the impact generated through their efforts accurately. With Markriti, we aim to empower marketers by supporting them from inception and ideation to execution and measuring impact. We also empower Data Scientists with a cloud computing solution and a UI that gives them flexibility in hyperparameter tuning. We are sure that Markriti will enhance marketing strategy building across industries and evolve as the partner of choice for all MMM solutions.”
Additionally, since it is specially curated for the Indian market, Markriti not only helps in selecting the type of ad stock, hyperparameters, and best Pareto model but also provides complete guidance in each step of the modeling process.
Dabur, having worked with Publicis Media India for close to a decade, recently deployed Markriti for the Karnataka market to address issues around brand growth and return on investment through their marketing efforts. The problem at hand was to create a comprehensive MMM that could quantify the ROI, determine the optimal marketing mix, and provide strategic insights for improved marketing efficiency. Markriti, with its transformative approach and user-friendly nature, efficiently analysed their past marketing campaigns and helped Dabur optimize the existing budget, alongside a significant boost in the overall return on ad spend.
Dabur India Head of Media & Brand Activation, VP, Rajiv Dubey said, “Publicis Media India has been our analytics partner since 2015. Every year, they bring something new to the table regarding analytics. The Markriti innovation is a great initiative and it’s great to have a partner thinking about driving our business goals. It was used for the Karnataka MMM this year.”
Additionally, Dabur India, Head of Marketing, Oral Care, Augustus Daniel having seen the usage of Markriti in his category, shared, “We’ve been using Publicis Media India for MMM services for quite some time now, and this year they’ve introduced a new modern approach to MMM through their tool ‘Markriti’, through which the results for the Karnataka market were developed. Markriti uses the powerful Meta Open Source library Robyn and represents some of the best the industry offers in the field. We look forward to more innovations from Publicis Media India in the analytics area.”
MAM
Kerala election ads surged in 2026, with print nearly tripling and TV up 52 per cent
Political parties spent bigger and smarter this cycle, concentrating their firepower in the final weeks before polling day
KERALA: Kerala’s politicians discovered something in 2026 that seasoned marketers have known for years: timing is everything, and when in doubt, spend more. Political advertising during the Kerala Assembly Elections 2026 surged sharply across traditional media compared to the 2021 cycle, with print and television leading the charge, according to the latest analysis by TAM AdEx.
Print was the standout performer, expanding nearly 2.7 times compared to 2021, a striking jump that underlines its continued grip on targeted political communication in a state with some of India’s highest newspaper readership. Television was not far behind, with ad insertions rising 52 per cent, reflecting the enduring appeal of mass-reach platforms for shaping voter sentiment at scale. Radio held steady, mirroring television trends and reinforcing its role as a reliable supporting medium.
The pattern of spending was as revealing as the volumes. More than 85 per cent of all political ad insertions were recorded in the weeks immediately before polling, a concentration that points to a deliberate, last-mile strategy. Ad volumes peaked during weeks four and five in both the 2021 and 2026 cycles, suggesting that parties have settled on a consistent playbook of high-frequency messaging in the home stretch.
The contrast between media types was equally instructive. Print advertising maintained a relatively even spread across the campaign period, serving as a vehicle for sustained, detailed communication. Television and radio, by contrast, displayed sharp spikes in the closing weeks, deployed as blunt instruments for high-impact bursts at the precise moment voters are making up their minds.
What the 2026 cycle signals most clearly is a shift toward more structured, data-driven media planning. The increase in overall volumes, combined with sharper peaks in campaign intensity, suggests that political advertisers are beginning to think less like propagandists and more like performance marketers, balancing broad reach with targeted engagement and watching the returns closely.
Kerala’s election advertising has, in short, grown up. The question for the next cycle is whether digital finally gate-crashes a party that print and television have so far kept firmly to themselves.
