MAM
Publicis Starcom storms Flipkart media account in Rs 750 crore agency coup
MUMBAI: Publicis Groupe’s Starcom India has wrested Flipkart Group’s integrated media business in a Rs 750 crore coup, ending Essencemediacom’s long tenure on the account and marking one of the biggest agency switches of the year.
The mandate spans the full Flipkart Group portfolio, including fashion platform Myntra, value-commerce arm Shopsy, travel platform Cleartrip and fintech venture Super.money, giving Starcom control of both traditional and digital media duties across the ecommerce major’s expanding ecosystem.
The business was awarded after a multi-agency pitch involving networks including Omnicom Media Group, WPP Media and Madison World. Following the evaluation, Flipkart opted to hand the consolidated mandate to Starcom, part of Publicis Groupe’s media stable.
Starcom will deploy a full-funnel media strategy designed to drive scale, performance and brand impact across consumer touchpoints, underpinned by audience intelligence and cultural insight. The account will be powered by Publicis Groupe’s AI-led growth os and its connected media framework, integrating data, technology and content to deliver measurable outcomes for the Flipkart Group.
The win further strengthens Publicis Groupe’s hold on large, platform-driven advertisers as India’s ecommerce and fintech advertising wars intensify.
MAM
Surya Roshni scales cross-screen campaign with VDO.AI strategy
12M plus impressions, CTV 95.28 per cent completion, display CTR beats benchmarks
MUMBAI: When screens multiply, attention fragments but smart storytelling stitches it back together. Surya Roshni has expanded its “India Bole Surya Ko YA” campaign into a cross-screen digital play, partnering with VDO.AI to build an integrated ecosystem spanning Connected TV (CTV), online video (OLV) and display formats. The move reflects a broader shift as brands look to stay consistently visible in an increasingly on-demand, multi-device consumption landscape.
In a category where purchase cycles are infrequent, the brief went beyond visibility to continuity ensuring the brand remains relevant across touchpoints rather than appearing as a one-off interruption. VDO.AI’s solution was an omnichannel strategy designed to connect screens, formats and user journeys into a single narrative flow.
CTV formed the campaign’s anchor, using immersive formats such as animated wrappers, carousel galleries and a ‘Scan to Shop Now’ QR code to convert passive viewing into active engagement. This was extended to OLV through shoppable formats, allowing users to move seamlessly from content consumption to product exploration on personal devices. Rich media display added the final push, with formats like 3D Wobble and 3D Cube introducing motion-led interactivity to drive clicks.
The results point to strong execution. The campaign delivered over 12 million impressions, with performance metrics consistently beating industry benchmarks. CTV recorded a 95.28 per cent completion rate against an 85 per cent benchmark, while OLV achieved a 57.38 per cent completion rate and a 0.25 per cent click-through rate, both above standard levels. Rich media display posted a 0.34 per cent CTR, outperforming the 0.2 per cent benchmark.
The campaign also underscores a larger industry shift from siloed campaigns to connected systems that mirror how consumers actually move across screens. By aligning storytelling with programmatic precision and audience intelligence, the initiative moves beyond impressions to measurable engagement.
As digital ecosystems evolve, the takeaway is clear, it’s no longer about being seen once, it’s about being seen everywhere, and making each moment count.
