iWorld
ALTBalaji and Josh collaborate on new web series ‘Cartel’
Mumbai: ALTBalaji has announced its association with short video app Josh for the web series titled “Cartel”. The platform has roped in more than 138 actors for the upcoming thriller.
Josh will begin promotion with the #CartelChallenge urging users to generate videos with dialogues from the series. The association with ALTBalaji will involve multiple collaborated activities including actor videos, social media content, contests, and giveaways, said the press statement.
“The association is a perfect fit as both Josh as well as ALTBalaji are youth-centric brands that are encouraging and supporting indigenous talent and creativity in India. Through our ‘#CartelChallenge’, we aim at promoting ALTBalaji’s new release by leveraging the power of bite-sized, snackable content,” said Josh, head of creator and content ecosystem, Sunder Venketraman.
Commenting on the partnership, ALTBalaji’s SVP- marketing and revenue, Divya Dixit said, “Josh is a made in India short video app catering to the youth and mass India just like our platform, which is majorly youth-centric. Also, UG content and influencers promotion enhance the surrounding noise on the show and encourage deeper audience involvement. This partnership allows us to reach and involve our target group effortlessly.”
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
