Event Coverage
IBS 2024: The Power of data, is it enough?
Mumbai: The panel at IBS 2024 engaged in a thought-provoking dialogue on the evolving role of data in advertising, specifically questioning whether the sheer volume of data available today is sufficient for driving effective Return on Investment (RoI) in marketing campaigns. It also assessed if over-reliance on data and programmatic approaches might be overshadowing the need for value-driven strategies and calculated risks.
The session was chaired by Ipsos India, senior client director, Ananya Roy Mathur followed by panelists: Blue Star India head – Digital Initiatives, Abhishek Kumar, dentsu India senior vice president – Product & Technology, Abhinay Bhasin, NitiAayog chief mentor Kushal Sanghvi and Quora head of marketing, APAC and EMEA, Neha Chimbulkar.
Ananya asked Kushal on some of the most significant initiatives undertaken by the government years ago to which he says was the introduction of a single identity system, exemplified by the Aadhaar card. “With approximately 943 million Aadhaar cards issued, it serves as a unique identity for citizens, offering a comprehensive dataset that surpasses what any company, including Google or Facebook, possesses regarding consumer behavior. Today, almost everything is linked to this identity.”
He also delved on initiatives like UPI (Unified Payments Interface), which have revolutionized transactions by providing a seamless payment platform. “Just a decade ago, it would have been unimaginable to have such a unified channel. Today, numerous platforms like Paytm and PhonePe enable marketers to effectively engage with audiences. The government’s approach emphasizes using data to create a holistic environment, rather than merely monetizing it.”
Abhinay highlighted the behavior of the audiences and how it is evolving over the years. “Discovering audiences today involves understanding how behavior is evolving and integrating those insights into marketing strategies. Keeping a pulse on these changes is crucial for developing effective creative. The abundance of data we now have—processed at an unprecedented scale—provides invaluable signals from various sources, such as video viewership and behavioral patterns on platforms like Facebook and Google. This wealth of information shapes our understanding of consumers, directly informing the creative process and ensuring we reach the right addressable audiences effectively,” says Abhinay.
Neha lastly gave insight more on to the analytical tools available. “The key lies in combining strategy with the available analytical tools. Once you clearly define your objectives, it becomes easier to identify the relevant metrics and data points necessary for achieving those goals. Despite the vast amount of data at our disposal, if we don’t focus on selling products or services that truly matter to us, we risk deflection and losing sight of ROI. In today’s marketing landscape, being ROI-driven is essential,” concludes Neha.
Event Coverage
Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026
MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.
Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.
A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.
Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.
Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”
“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.
The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.
Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.
