iWorld
Big FM appoints Ashit Kukian as CEO
MUMBAI: Big FM has appointed Ashit Kukian as its new chief executive officer, effective 1 December 2025, signalling a fresh chapter for one of India’s most recognised radio networks.
Kukian arrives with over three decades of media and broadcast experience. His most recent role was at Radio City India, where he served as CEO from 2018 to 2025 and guided the brand through shifting audience tastes and an evolving audio ecosystem.
Before that, he held leadership roles across some of the country’s biggest media houses. He was COO for NewsX and CRO for non-news at iTV Network, president of revenue at Times Network, and earlier spent a decade as president and COO at Radio City India. His career began at Bennett Coleman and Co. Ltd., where he spent nearly 13 years managing regional operations.
With Kukian now taking charge, Big FM is tuning up for renewed growth and a fresher sound. The network will be hoping his steady hand and sharp ear help it strike the right note with both listeners and advertisers in the months ahead.
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.
