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All access pass Ipsos unlocks Total Access for a fuller view of Indian consumers
MUMBAI: If data is the new oil, Ipsos just laid the pipeline. Global research and advisory giant Ipsos has launched Total Access in India, a sweeping new initiative that promises to crack the complexity of India’s consumer landscape with a one-roof data collection model that is as vast as it is versatile. With India’s diversity often leaving marketers data-drunk but insight-parched, Total Access combines five key modes mobile, online, hybrid, multi-mode and offline to serve a wider, deeper, and more inclusive view of the Indian consumer. And it’s going live immediately.
“Total Access addresses client concerns around consumer representation,” said Ipsos India CEO Amit Adarkar. “It’s about transformational scale, with responses from across socio-economic classes, towns big and small, languages, literacy levels, and even internet access. And yes, every response is human verified.”
Clients will now have access to a whopping 3.5 million-strong panel base, India’s largest, according to Ipsos. From mobile-first surveys and multilingual outreach to DIY capabilities, AI-based transcription, moderation and dashboard-based reporting, Total Access is basically research-as-a-service, turbocharged.
“Earlier, clients would need to juggle multiple vendors to access diverse demographic data across formats. Now, all modes are integrated providing a more holistic and representative picture,” added Ipsos India chief client officer Geeta Lobo.
In short, Ipsos is no longer just gathering data, it’s bringing the whole country into the room, whether you’re in a boardroom in Mumbai or a village in Manipur. With Total Access, the days of skewed sampling and fragmented insights may finally be numbered.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
