MAM
Varun Dhawan is new brand ambassador for Frooti
MUMBAI: Parle Agro, the largest Indian beverage company, has announced actor Varun Dhawan as the new face for its flagship brand Frooti. In the new 360-degree integrated communication by Frooti, Varun Dhawan will be seen in a new fun-filled avatar with his real-life friend Alia Bhatt.
The new campaign featuring the two real-reel life friends in the surreal world of Frooti will be rolled out this summer further immersing the fans into #TheFrootiLife. It is for the first time that brand communication will showcase two celebrities.
Commenting on the association, Parle Agro joint managing director and CMO Nadia Chauhan said, “Introducing Varun Dhawan as Frooti’s new brand ambassador is a step towards accelerating our aggressive ambition to be the no.1 in mango drinks segment. Presence of Varun alongside Alia will help us connect better with the consumers to take the brand to newer heights.”
Expressing his excitement on the association with Frooti, actor Varun Dhawan stated, “I am thrilled to be associated with Frooti as it not only brings forth memories but also personally connects with me even today. I look forward to taking the fun world of #TheFrootiLife to all my fans and invite them to be a part of this fun-filled journey”
Further commenting on her continued association with Frooti, actor Alia Bhatt added, “Frooti is the drink that I truly relish and enjoy. I look forward to immersing myself once again into the magical world of #TheFrootiLife with one of my closest allies Varun”.
Parle Agro also continues its association for the second year in a row with Tollywood superstar Allu Arjun as the face of Frooti in South India.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
