MAM
QYOU Media to acquire influencer marketing firm Chtrbox
Mumbai: QYOU Media Inc on Tuesday announced that it has entered into a definitive share purchase agreement to acquire leading Influencer marketing company Chtrbox in India.
The acquisition is part of the company’s continued focus on India, and in the creator economy and content domain. QYOU Media will initially purchase a majority stake in Chtrbox, with a three year earn out. Founder and CEO Pranay Swarup and COO Julie Kriegshaber will continue in their leadership roles with Chtrbox.
Founded in 2016 Chtrbox is a data-driven influencer marketing, with a diverse pool of over three lakh influencers, from celebrities, social media stars, Gen-Z creators to micro and nano influencers. According to the company, it will continue to run as an independently positioned brand, while benefiting from QYOU Media’s complementary businesses including the TV channel – The Q.
Highlighting the common goals shared by the companies QYOU Media Inc., CEO and co-founder, Curt Marvis, said collective synergies between the two businesses could not be better aligned. “Our channel in India, The Q, with its massive recent ratings growth shows the power of the right creator led content. When we combine this with Chtrbox’s digital acumen and unparalleled knowledge of the world of influencer marketing, it is truly a match made in heaven,” he said.
QYOU Media has been built with ‘influencers’ at its core. Its India TV Channel, The Q is also primarily creator-led and records nearly 100 million viewer impressions weekly. The acquisition is aimed at substantial expansion of QYOU’s influencer marketing business in India and also deliver immediate and accretive capabilities to QYOU’s India broadcast operations, said the company.
Chtrbox, CEO and founder, Pranay Swarup said, “With QYOU, we gain access to massive distribution reaching millions of households, while we continue to power awesome creator-led content across digital platforms and apps. Our biggest stakeholders are influencers and brands and they now have the opportunity to positively influence millions more.”
The Q India, chief operating officer, Krishna Menon said, “Chtrbox will also help strengthen our presence in the rapidly rising digital streaming space. Together, we are perfectly positioned to consolidate and advance influencer marketing, content development, distribution and engagement to the next level in India. We welcome Chtrbox to The Q family.”
MAM
Good Monk taps Arshdeep Singh for preventive health campaign
Campaign promotes Healthy 50+ nutrition with focus on elderly care and daily habits.
MUMBAI: If fitness had a scoreboard, this one would be playing the long game. Bengaluru-based preventive healthcare brand Good Monk has roped in Indian cricketer Arshdeep Singh for its latest campaign, placing the spotlight firmly on a segment often overlooked in India’s wellness boom, the 50+ age group. The initiative positions preventive nutrition not as a future fix, but as a daily discipline, much like the sport its ambassador represents.
At the heart of the campaign is Good Monk Healthy 50+, a product designed to address evolving nutritional needs of adults over 50. Built on the brand’s patented Invisi-Nutri Blend Technology, the formulation blends essential vitamins, minerals and amino acids into everyday meals without altering taste, a quiet intervention aimed at supporting energy levels, bone health and immunity.
The campaign film leans into a relatable emotional insight: the growing concern among younger Indians about their ageing parents’ health. Instead of dramatic health scares, it takes a slice-of-life approach, nudging audiences to rethink everyday nutrition and adopt small, consistent habits that compound over time.
Arshdeep Singh’s association aligns neatly with this narrative. Known for discipline and steady performance on the field, he mirrors the campaign’s central message—long-term results are built on everyday consistency. His personal emphasis on family adds another layer, making the messaging less about products and more about responsibility.
The move comes as India’s healthcare conversation shifts from treatment to prevention. While much of the market has focused on fitness and lifestyle products for younger consumers, Good Monk is carving a niche by addressing the nutritional gaps of older adults, a segment with rising health awareness but limited targeted solutions.
Founded under Superfoods Valley, the brand has been building a portfolio of science-backed, sprinkle-on nutrition products aimed at integrating seamlessly into daily meals. Its growing presence across urban and semi-urban markets reflects a demand for convenience-led health solutions that do not disrupt food habits.
With distribution across its direct platform and e-commerce marketplaces such as Amazon and Flipkart, Good Monk is now doubling down on awareness as much as accessibility. The Arshdeep-led campaign signals a broader push not just to sell a product, but to reframe preventive healthcare as a shared family priority.
Because in this innings, the real win is not just longevity, it’s how well you play it.
