MAM
Xaxis and Mindshare create first programmatic outdoor airport campaign for Grofers
MUMBAI: GroupM’s advanced programmatic arm, Xaxis, and global media agency network, Mindshare, have worked with digital out-of-home (DOOH) platform Lemma to launch an industry-first programmatic DOOH campaign at India’s busiest airport, CSI Mumbai for online grocery delivery service Grofers.
The project combined Xaxis' audience targeting capabilities, Mindshare's strategic media planning, and Lemma’s programmatic DOOH platform to increase visibility of Grofers' Grand Orange Bag Day sale, just as a competing retailer launched its own promotion.
Starting with CSI Mumbai Airport, the campaign successfully introduced DOOH screens as a new environment for digital display advertising. In addition to the airport, Xaxis activated the campaign announcing the Grand Orange Bag Day sale across Mumbai railway and metro screens to target suburban commuters. The company's data-driven approach to DOOH enabled rich online and offline behavioural insights to be applied to the audiences reached at the Mumbai airport and across the city.
Along with Lemma’s platform, and Mindshare’s media buying, the TimesOOH screens were made available for bidding in real-time. Xaxis activated the programmatic direct campaign via Google’s DV360 demand-side platform.
The Grofers initiative was scheduled for the same time that a competing retailer was running a promotion, so the online grocer needed Grand Orange Bag Day to stand out during this period of high media noise.
Grofers director of marketing Ankur Ogra said, “Since Grofers is an online retail store, we try in all our communications to bring our consumers a unique experience that they can relate to better. With this campaign, we wanted to surprise our existing, highly-valued consumers and create brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and that this activity did just that.”
Xaxis India country lead Bharat Khatri commented, “Time and again it has been proven that out-of-home media has a strong influence on consumer action. Our partnership with Mindshare and Lemma on this campaign is an exciting step forward in digital-out-of-home. Xaxis is committed to bridging the gap between the digital and physical worlds by offering advertisers a frictionless integration of strategies in a single platform allowing them to control their audience targeting across channels.”
Mindshare India chief digital officer Vinod Thadani said, “In this campaign, Grofers' data provided the insights to craft the right message and Xaxis’ targeting capabilities allowed the message to be delivered to the right place at the right time. The expansion of digital channels and unified platforms to manage omnichannel ad campaigns help brands reach their customers – both online and offline – more effectively. ”
Lemma founder and CEO of Gulab Patil added, “This Grofers campaign has established digital out-of-home as a new display environment for digital ads. In time, more integrated campaigns like these will pave the way for programmatic DOOH strategies to transition from a ‘test and learn’ activity to a media plan ‘must-have’.”
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
