MAM
Roposo appoints BBH India as creative agency partner
Mumbai: Roposo, a leading creator-led live entertainment commerce platform, has selected Publicis Groupe’s BBH India as its agency on record (AOR) following a multi-agency competitive pitch.
The partnership comes at a time when Roposo is enhancing its consumer experiences and expanding its marketing efforts for live shopping and entertainment.
As Roposo’s AOR, BBH India will now develop both consumer-focused and business-driven marketing campaigns. Together, Roposo and BBH will develop integrated creative and strategic communications that will break through into the burgeoning Indian live commerce category in a meaningful and unique way.
Commenting on the partnership, Roposo vice president Abhinav Jain said, “We are glad to have BBH India on board as our brand agency partner, crafting impactful brand campaigns. We look forward to continuing to build Roposo as the leading digital destination for live entertainment and commerce, with them.”
Commenting on the win, BBH India CCO & CEO Russell Barrett said, “It’s the age of the creator economy and Roposo is front and centre of this exploding category. There’s incredible potential for Roposo to play a role in pop culture at the intersection of content, lifestyle and commerce. We are excited to partner with the talented team at Glance to help the brand reach its full potential.”
Roposo is the country’s first creator-led live entertainment commerce platform, owned by consumer internet company Glance, a subsidiary of InMobi. BBH India, armed with 14 years of legacy in India, is a creative powerhouse with a repertoire of highly effective, consistent, and modern marketing solutions.
MAM
Miq partners with Happydemics for India ad effectiveness push
Programmatic leader teams up with measurement platform to link media spend to real brand impact.
MUMBAI: Miq just found its perfect match because when programmatic muscle meets consumer sentiment, even the data starts blushing. Miq, a global programmatic leader, has announced a strategic marketing partnership with Happydemics, the global ad effectiveness and brand measurement platform. The collaboration in the Indian market aims to bridge the gap between real consumer sentiment and data-led media decisions.
As media planning grows more complex in 2026, brands are seeking deeper understanding beyond traditional performance metrics, especially for emerging channels like CTV. The partnership combines Miq India’s advanced media intelligence and activation capabilities with Happydemics’ consumer-centric measurement solutions.
This enables advertisers to connect media delivery to shifts in brand perception across key metrics such as familiarity, consideration and preference in a consistent and comparable way. By integrating feedback from exposed audiences, brands can better understand true campaign effectiveness and refine strategies in real time.
After conducting 48 key measurements using Happydemics, Miq was found to consistently outperform ad recall performance and overall impact score, landing in the top 10 per cent of industry benchmarks.
Miq chief commercial officer India Varun Mohan said, “Impactful measurement is at the core of how brands evaluate success today. This collaboration adds another layer of credibility and transparency to campaign evaluation.”
Happydemics chief marketing officer Virginie Chesnais added, “By combining MiQ India’s media expertise with our cross-channel brand lift solution, we can optimise brand outcomes and drive full-funnel growth at scale.”
The partnership builds on existing global collaborations between MiQ and Happydemics in France, the United Kingdom, Canada and now Southeast Asia. The India focus will support advertisers navigating evolving consumer behaviours while enabling the exchange of best practices across markets.
In a world drowning in metrics, MiQ and Happydemics are reminding brands that the real ROI isn’t just in clicks, it’s in the hearts and minds that actually remember your name.
