MAM
Unibic foods partners with Shilpa Shetty’s youtube channel to promote healthy eating
MUMBAI: Unibic Foods, India’s most loved cookies brand has tied up with ShilpaShetty’s YouTube channel for an all-new digital campaign that focuses on healthy eating. This Unibic Daily Digestive campaign features Shilpa Shetty Kundra creating some of her favourite go-to recipes, that are not only tasty but healthy as well. The dishes feature Unibic Daily Digestive Oatmeal cookies and Unibic Daily Digestive Ajwain+ cookies. These cookies are fibre-rich in content, which aids in digestion, ensuring you get your daily dose of nutrition with no compromise on taste.
Commenting on the collaboration, Aarti Iyer, Marketing Head, Unibic Foods said, “We have partnered with the Bollywood actor, Shilpa Shetty Kundra, in an all new digital campaign series. Two recipes have been curated by Shilpa Shetty that is broadcasted on her YouTube Channel “Shilpa Shetty Kundra”, under the “The Art of Loving Food” section. We have used two of our daily digestive range for this series – Daily Digestive Oatmeal and Daily Digestive Ajwain + cookies. We believe that these packs of cookies with a fibre percentage of 26% and 33% respectively (* as per RDA requirement) could become a daily habit. One video is focusing on young moms and the other is for all those who seek a healthy tasty bite during the day.”
Unibic Foods has emerged as one of the fastest growing cookie brands in India and has consistently been launching new products in the health and wellness segment.
Unibic Foods has launched 5 Daily Digestive cookie variants and 6 delicious snack bar variants in the last year to the already existing health and wellness range, which has garnered a positive response in the market. With the new launches, Unibic Foods now has more than 30 cookie variants and 6 snack bar variants in its portfolio. One of their unique products in the snack bar segment is the “Meetha Pan flavoured snack bar”. At Unibic, the team focuses on offering something new and delightful to the consumers.
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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.
