MAM
Zee Music Company appoints Hiimaanshu Shindde as VP & Head – Streaming
Music label strengthens digital push with new streaming leadership appointment.
MUMBAI: Zee Music Company has hit the play button on a fresh chapter in its digital journey. The company has appointed Hiimaanshu Shindde as Vice President & Head – Streaming, signalling a clear focus on accelerating its growth in the fast-evolving music streaming space. With strong expertise in digital media and streaming strategy, Shindde will lead efforts to expand reach, optimise platforms, and deepen audience engagement across various streaming ecosystems. His role is expected to be pivotal as Zee Music continues to navigate the shifting dynamics of how audiences discover and consume music today.
This strategic hire reflects the label’s ambition to strengthen its digital leadership and stay ahead in an industry where streaming has become the dominant force.
In a world where music streams 24/7 and attention is measured in seconds, Zee Music has brought in a seasoned player to ensure its tracks don’t just get heard, they get streamed, shared, and remembered. With Hiimaanshu Shindde now calling the shots on streaming strategy, the label is clearly tuned in to the future.
MAM
Surya Roshni scales cross-screen campaign with VDO.AI strategy
12M plus impressions, CTV 95.28 per cent completion, display CTR beats benchmarks
MUMBAI: When screens multiply, attention fragments but smart storytelling stitches it back together. Surya Roshni has expanded its “India Bole Surya Ko YA” campaign into a cross-screen digital play, partnering with VDO.AI to build an integrated ecosystem spanning Connected TV (CTV), online video (OLV) and display formats. The move reflects a broader shift as brands look to stay consistently visible in an increasingly on-demand, multi-device consumption landscape.
In a category where purchase cycles are infrequent, the brief went beyond visibility to continuity ensuring the brand remains relevant across touchpoints rather than appearing as a one-off interruption. VDO.AI’s solution was an omnichannel strategy designed to connect screens, formats and user journeys into a single narrative flow.
CTV formed the campaign’s anchor, using immersive formats such as animated wrappers, carousel galleries and a ‘Scan to Shop Now’ QR code to convert passive viewing into active engagement. This was extended to OLV through shoppable formats, allowing users to move seamlessly from content consumption to product exploration on personal devices. Rich media display added the final push, with formats like 3D Wobble and 3D Cube introducing motion-led interactivity to drive clicks.
The results point to strong execution. The campaign delivered over 12 million impressions, with performance metrics consistently beating industry benchmarks. CTV recorded a 95.28 per cent completion rate against an 85 per cent benchmark, while OLV achieved a 57.38 per cent completion rate and a 0.25 per cent click-through rate, both above standard levels. Rich media display posted a 0.34 per cent CTR, outperforming the 0.2 per cent benchmark.
The campaign also underscores a larger industry shift from siloed campaigns to connected systems that mirror how consumers actually move across screens. By aligning storytelling with programmatic precision and audience intelligence, the initiative moves beyond impressions to measurable engagement.
As digital ecosystems evolve, the takeaway is clear, it’s no longer about being seen once, it’s about being seen everywhere, and making each moment count.
