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
Adidas Originals unveils India co-created Superstar with Ranveer
Tiger-inspired limited edition marks brand’s first India-led sneaker design
MUMBAI: From stripes on the field to stripes on sneakers, Ranveer Singh is leaving his mark this time in black and white. Adidas Originals has launched its first India co-created sneaker in collaboration with Ranveer Singh, signalling a sharper push towards localisation as India’s sneaker culture continues to gain ground. The limited-edition drop reworks the iconic Superstar silhouette through Singh’s personal aesthetic, drawing heavily from the Royal Bengal Tiger his self-described spirit animal. The design blends bold black-and-white tones with tiger-inspired detailing across the signature three stripes, alongside a bespoke Ranveer Singh insignia and jewel-like accents that add texture and visual punch.
Positioned as the brand’s first hyperlocal expression from India, the release reflects a broader strategy, take a globally recognised icon and reinterpret it through regional identity.
The campaign mirrors that idea. Set in an urban jungle, it explores themes of instinct, individuality and duality aligning both with the symbolism of the tiger and the long-standing ethos of originality tied to the Superstar line.
Adidas India senior brand director Bhawna Sikka described the drop as a milestone moment, noting that it reinforces India’s growing influence in shaping global sneaker narratives. The collaboration also builds on a decade-long association between the brand and Singh.
For Singh, the project carries a personal arc from wearing Superstars in college to co-creating one. The design, he said, reflects a belief in embracing one’s raw, instinctive identity.
With this launch, adidas Originals isn’t just releasing another sneaker, it’s testing how far local storytelling can travel on a global sole.
