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Vidya Balan is brand ambassador for new Aliva variants
MUMBAI: PepsiCo India has named Vidya Balan as the brand ambassador for its six new baked variants of snack brand, Aliva.
The three new products, Multigrain Waves, Milk Minis and Crispy Thinz, are available in two variants each – providing more variety, flavours and ingredient choices.
The new Aliva range, now endorsed by Lay’s, follows the introduction of parent brand Lay’s baked range of potato chips earlier this year. It further strengthens PepsiCo India’s snack portfolio in line with the emerging consumer health needs.
PepsiCo India marketing director – foods Vidur Vyas said, “Endorsed by Lay’s, the new Aliva range is baked and brings forth a unique combination of grains with great taste. An accomplished actress, a woman of substance and an affable personality, Vidya is a great match to highlight the brand’s positioning of a snack jo tasty hai, accha hai.”
The launch will be supported by a 360-degree campaign featuring Vidya that will be unveiled shortly. Apart from her, Aliva continues to be endorsed by actress Chitrangada Singh who has been the face of the brand since 2009.
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.
