MAM
WPP Media’s ‘beyond price tags’ redefines India’s e-commerce game
MUMBAI: Forget discounts and flash sales. India’s next e-commerce boom is getting a luxury makeover. WPP Media India has unveiled ‘Beyond Price Tags: The Power of Premiumization’ in India’s e-commerce boom, a new playbook that argues the future of online shopping is not just digital, but decisively premium.
Launched in Mumbai, the report sheds light on how Indian consumers are moving beyond price wars and seeking something more lasting: experiences, personalisation, and ethics over mere affordability. The message is clear: value is being redefined.
Drawing from insights by leading platforms, brands, and experts, the playbook highlights that premium demand is now democratised. Thanks to credit solutions, efficient delivery networks, and the rise of social and quick commerce, premium choices are no longer limited to metro buyers, they’re reaching the heart of Bharat.
Among its key findings, the report identifies five defining shifts: the democratisation of premium demand; consumers’ appetite for elevated experiences; platform-driven brand reinvention; a cross-category tilt towards feature-rich, design-led products; and the evolution of mass brands into “masstige” offerings.
To help brands turn insight into action, WPP Media introduces four strategic frameworks: Flash, Vista, Prime, and Rise, each designed to guide discoverability, curation, customer experience, and loyalty building in the digital era.
“At WPP Media, we are constantly at the forefront of shaping the future of commerce,” said WPP Media South Asia COO Ashwin Padmanabhan. “The premiumization trend in Indian e-commerce is more than just a shift in price points, it reflects evolving consumer aspirations and the growing desire for quality, experience, and status.”
Echoing this, WPP Media India head of commerce Sairam Ranganathan added, “Premiumization marks a pivotal shift where rising aspirations, global exposure, and digital empowerment are redefining how consumers engage with brands. This playbook is not just a guide but a catalyst for growth.”
Brands
Saugata Mukherjee exits SonyLIV after steering standout content run
Streaming chief signs off after a prolific phase of originals and awards
MUMBAI: SonyLIV is set for a leadership transition, with its executive vice president and head of content Saugata Mukherjee announcing his departure after a three-and-a-half-year stint that helped shape the platform’s creative identity.
In a reflective note shared publicly, SonyLIV executive vice president and head of content saugata mukherjee described his tenure as more than just building a slate of shows, calling it “a shared belief in stories, in risks, in pushing ourselves a little further every single day”. He pointed to a wide-ranging line-up including The Hunt, Mayasabha, Kankhajura, Black White and Gray, Four and Half Gang, Kuttram Purindhavan, Real Kashmir Football Club, Maharani S4 and Freedom at Midnight S2 as a fitting close to his journey with the platform.
Mukherjee credited the team’s resilience through “crazy deadlines, uncertain moments and audacious choices”, adding that what stood out most were the quieter wins and collective spirit behind the scenes. “Some goodbyes are harder than others. This is one of them,” he noted, signalling an emotional sign-off.
During his tenure, Mukherjee oversaw content strategy, commissioning and original programming across languages and genres, helping SonyLIV cement its position in India’s increasingly competitive streaming landscape. The platform’s catalogue under his watch included critically acclaimed titles such as Scam 1992, Maharani, Rocket Boys, Tabbar, Gullak and Freedom at Midnight, collectively earning over 100 industry awards and several international nominations.
Before rejoining SonyLIV in 2022 as EVP, Mukherjee had a brief stint at HBO Max under Warner Bros. Discovery, where he led India content strategy and worked on the platform’s global rollout. Earlier, he held senior creative roles at Disney+ Hotstar and Star TV Network, shaping original programming during the early days of India’s OTT boom.
His career began in publishing, with leadership roles at Pan Macmillan and HarperCollins Publishers, where he worked closely with some of India’s most prominent literary voices.
Mukherjee’s exit marks the end of a defining chapter for SonyLIV’s content journey. As the platform looks ahead, it does so on the back of a creative foundation that has consistently punched above its weight in a crowded streaming arena.
