MAM
Zirca launches integrated native ad mgmt platform ContentdB
MUMBAI: Zirca Digital Solutions has announced the launch of Asia’s first native advertising management platform, ContentdB. The platform is designed to help manage content campaigns across multiple discovery, social, search networks and publishers.
ContentdB’s genesis has been fuelled with Zirca’s strong belief that efficiency is an essential element when making a strong value proposition. ContentdB is essentially a dashboard interface, which brings all campaign reports in one place to ascertain how the users respond to the same information differently, thus, allowing brand marketers to optimize and make their investment give better results. It gives marketers access to a one-stop destination to understand the performance of all their native advertising content.
“Most marketers are fairly successful at putting out engaging content; the fact that they are not able to optimize across the different platforms reduces the value they can get from their campaigns. ContentdB provides them with a single window platform from which they can monitor their campaigns on a comprehensive dashboard. Marketers can, thus, get a unified view of multiple campaigns and platforms that will help them make an informed decision about the efficiency of their campaigns, thus saving them time, effort and money while managing their campaigns,” says Zirca CEO and director Neena Dasgupta.
“The internet at one point was all about platforms and there was very little focus on content that made the right kind of impact. The industry is now far more evolved and understands the value of impactful content and how it contributes to a brand’s perception online,” adds Zirca MD Karan Kumar Gupta.
“Technology, thus, plays a very important role in such an industry. While most technologies are focused on delivery of content, ContentdB is uniquely poised to focus on right amplification and optimization to bring campaign efficiency, so that the marketer can evaluate how effective the brand’s content is, in building brand awareness. The platform evaluates how well the content resonates with the brand’s end consumer from one publisher to another, setting a new trend.”
MAM
NexBrands chief Saurav Dasgupta launches People Who Matter, a next-generation digital media platform
The strategic marketing veteran adds a third leadership role to his portfolio as he bets on credibility-driven storytelling in a content landscape drowning in noise
Saurav Dasgupta is not slowing down. The chief executive and co-founder of NexBrands Inc, a pan-India strategic marketing and communications group, is launching People Who Matter, a next-generation digital media ecosystem aimed at spotlighting the individuals and ideas shaping India’s future. Dasgupta will serve as chief executive of the new platform.
The move adds a third major leadership role to his portfolio. Dasgupta already heads NexBrands Inc, which builds influential platforms, intellectual properties and high-impact brand ecosystems across national and regional markets, and co-founded the India 2030 Leadership Conclave, one of the country’s prominent forums for leadership dialogue, innovation and collaboration.
The case for People Who Matter, as Dasgupta tells it, is simple: too much content, too little substance. The platform is positioned as an antidote to noise-driven media, focused instead on credibility, influence and meaningful storytelling.
NexBrands has form here. Under Dasgupta’s leadership, the group created Live Your Best Life, Unscripted, a branded wellness podcast for Herbalife India featuring personalities from sports, entertainment and health. The platform has clocked over 100 million views across digital channels, a figure that makes the case for long-form, content-driven storytelling more eloquently than any pitch deck.
Dasgupta brings over a decade of experience across strategic marketing, media and large-scale experiential platforms, having worked with leading multinationals, institutions and emerging enterprises across sectors. His philosophy is less about campaigns, more about institutions — building platforms that grow with consistency, credibility and staying power.
Three platforms. One throughline. Dasgupta is clearly playing a long game.
