MAM
Under 25 platform muscles in as youth culture powerhouse with half-million strong tribe
MUMBAI: A digital juggernaut aimed squarely at India’s youth tsunami has emerged as the hottest ticket in town for brands desperate to crack the elusive next-gen market.
Under 25, boasting a whopping half-million active users, has morphed from mere app to full-blown cultural movement, offering India’s digital natives a veritable playground where they can flex their ambitions and collect real-world perks along the way. On offer is the ability to earn while they learn in their college.
“India has the world’s largest youth population and this segment will undoubtedly shape the future of this country,” declared Jeel Gandhi, the platform’s bullish CEO, who’s clearly not shy about Under 25’s lofty ambitions.
The platform’s secret sauce lies in its multimodal approach that doesn’t just flog content at youngsters but creates a buzzing ecosystem where interaction reigns supreme. With features including “Spaces” for niche communities, mission-based challenges dangling tangible rewards, and a calendar of online and offline events, Under 25 has its tentacles in every aspect of youth experience. It began in 2013 by building a community of driven students, that would come together once a year. This community began to grow across the nation, both physically and digitally. By mid-February, Under 25 had completed 50 Summits at Campus (SACs) across 20 cities, 50 premier institutions, and 40,000+ students.
“The youth in India today are motivated by real experiences that feel authentic,” explained Collective Artists Network group CEO and Founder Vijay Subramaniam. His company acquired the Under 25 universe in 2023 with its CEO & co-founder being Anto Philip then.
The platform’s gamification strategy has proven particularly potent, with features like “Flip Cards & Collectibles” serving up surprise perks including the coveted “Super Rare Golden Cards” – digital treasures that have youngsters positively foaming at the mouth.
For brands desperate to shed their dusty, corporate images, Under 25 offers the ultimate Trojan horse – becoming an active part of the user experience through engaging missions, interactive content and reward-based challenges that provide cold, hard benefits that Gen Z actually gives a toss about.
Says Gandhi: “At Under 25, our vision is to empower and equip them for life. This platform’s diverse touchpoints, from digital spaces to real-world events, make it the go-to destination for anyone looking to connect with India’s youth.”
“Every brand interaction is an opportunity to make a real impact,” said Gandhi. “We have built this platform to empower students and provide them with meaningful experiences. For brands, it’s about becoming a part of something larger, something that genuinely matters to the youth of India.”
As India’s demographic dividend increasingly flexes its economic muscle, Under 25 has positioned itself as the gatekeeper to a generation that will shape everything from consumer trends to workplace culture in the coming decades – a fact not lost on marketers scrambling for relevance in a rapidly evolving landscape.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
