MAM
ZEE5 installs real-time billboards for travellers
MUMBAI: ZEE5, India’s fastest growing OTT platform, re-imagines out-of-home advertising (OOH) by installing real-time, dynamic billboards across Mumbai’s Western Express Highway (WEH). This will inform commuters of the estimated time of arrival (ETA) to their destination coupled with what to do while travelling by recommending favourite shows like Kaafir and Rangbaaz to watch on the ZEE5 app. This is more pertinent given the traffic woes faced by the commuters on account of the monsoon delays.
To utilise the maximum time of their travel, ZEE5 gives a solution by a perfect combination of content, technology, and data. These recommendations of episodes and series will be dynamic and will change in real-time along with the destinations en route. This Idea was conceptualised by the ZEE5 internal brand team and executed by the outdoor agency Laqshya. The billboard went live on 27 July and will stay for the duration of 30 days till 26 August 2019.
This is a classic example of how a brand can innovate with smart amalgamation of data and technology in the cluttered OOH space. With this activity, ZEE5 aims to target consumers real-time and make the OTT platform as the go-to entertainment destination anytime – anywhere.
ZEE5 India business head Manish Aggarwal said, “ZEE5 has always been a platform built for the masses and OOH is an important medium for us to reach out to our target audience. We have been innovating in the outdoor space and it’s our constant endeavour to use data and technology as we are a data technology-led company, to reach out to our consumers in a targeted manner. With 100,000+ hours of content in 12 languages, we want to provide our consumers with an enriching personal viewing experience and democratise content by making it available anytime-anywhere.”
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
