MAM
Tanishk Bagchi, Darshan Raval & Jonita Gandhi light up this festive season like no other with “Yaari Ka Circle”
Mumbai: McDowell’s No.1 Soda Yaari Jam Originals, has always been an enabler of strong bonds of friendship with fascinating stories of yaari that are brought alive through music. After the massive success of its latest originals “Apni Yaari” by SANAM and “Yaarder Shonge-The Festive Song” by Sunidhi Chauhan and Anupam Roy, McDowell’s No.1 Yaari Jam Originals has partnered with renowned musicians Tanishk Bagchi, Darshan Raval and Jonita Gandhi to release its next original song “Yaari Ka Circle”. The new musical track celebrates the spirit of festivities and encourages everyone to celebrate these moments with yaars rather than being confined in their homes.
The original featuring the trio has been written and composed by the ace musician Tanishk Bagchi. The inspiring track is soulful, lively and full of emotions. The music video has been created and produced by McDowell’s No. 1 Soda in collaboration with Hungama Digital Media Entertainment.
With this original, Tanishk Bagchi, Darshan Raval and Jonita Gandhi, relive the fervor of what it meant to celebrate the festivities together with the whole community. Celebration meant putting up beautiful lamps and lights, decorating homes with Rangolis, exchanging gifts with family and friends, inviting friends and neighbors and celebrating it together. Today, with changing times, we live in a digital world with barely any real connection with the world around us. The song encourages everyone to open to newer friendships and celebrate festivities wholeheartedly beyond the boundaries of the internet. It inspires everyone through the line that defines friendship “Akele Thoda Kam hai, Yaaron se bane Hum hai” to get together with your yaars and families alike.
Talking about the launch of the original, Tanishk Bagchi said, “Growing up in times when we celebrated as a community and not as families, this song reflects the world we live. I loved creating this Festive Melody also looking by the lyrics, ‘Dil ke darwaze ko khol, tatolo rishta naya’, I hope the song inspires the listeners to welcome yaars in their hearts and not just home.”
Adding to it, Darshan Raval said, “I grew up in Ahmedabad where any festival meant getting together, decorating our houses and celebrating it with family and friends. In times where we are only connected over phones, we must step out and celebrate offline too with our yaars.”
“Celebrations are always incomplete without our friends… of course they would be, we’re our true selves when we’re with them. No matter how many pictures we take, or how much we light up our homes, we’ll always feel that disconnect if we don’t spend time with those we love. This track is a reminder that festivities are the best time to have fun and celebrate with our friends and family together,” added Jonita Gandhi.
Amarpreet Singh Anand, VP Marketing and Portfolio Head, Diageo India, said, “McDowell’s No.1 Soda has always believed that celebrations are best when you are with your yaars. The festive season is a time when everyone tries to meet old friends and make new ones too. With this track, we look forward to bringing people together and enjoying the festivities with smiles and loads of entertainment.”
Siddhartha Roy, COO, Hungama Digital Media said, “Music plays an important role in our culture and festivals. It has the power to unite people and encourage a spirit of togetherness. We are glad to partner with McDowell’s No. 1 Soda and create such mesmerizing musical experiences for listeners and viewers worldwide. We are certain that the magic created by Tanishk Bagchi, Darshan Raval and Jonita Gandhi will find a special place in the hearts of the listeners this festive season.”
Soumini Sridhara Paul, Vice-President, Artist Aloud, Hungama Digital Media said, “We are delighted to work with Tanishk Bagchi, Darshan Raval and Jonita Gandhi, three of the most talented musicians that we have in the country. Independent content is fast gaining momentum and is being appreciated for its originality by listeners. We are certain that listeners across the world will be moved by the song’s message and vocals.”
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
