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Samsonite and Lavie appoint Trinetra Focus to handle social media
MUMBAI: Trinetra Focus, the digital arm of Focus, has won the digital and social media duties for Samsonite and Lavie. Innovations form the core of the campaign. The focus of the mandate is to take conversations on the social media platform to the next level by ensuring continuous engagement and interactions with the target audience through novel campaigns. This will enable the brand to become a constant companion of the customer, thereby increasing the social quotient to achieve the business objectives.
Highlighting the core objective of the mandate, Focus Circle Brands president Upendra Welingkar said “Social media plays a pivotal role in ensuring continuous brand engagement especially for the fashion and retail segment. Recent facebook statistics suggests that among the next generation of consumers 96 per cent are using social media. Many of these also claim that their purchase decisions are influenced by the information gleaned on these platforms. Making it integral for brands like Samsonite and Lavie to be present on these platforms”
Adding his thought, Samsonite south Asia CEO E P Suresh Menon said, “For us the key challenge as far as our social media platform is concerned was engaging with the audience on a continuous basis. We have realised that channelising our energies effectively on the social media would enable us to come closer to the customer and in the long run assist us in achieving our business objectives. We were looking at agencies that could provide us with ideal balance of engagement and impact. With their futuristic approach and in-depth understanding of the target audience Focus has been able to capture that effectively”
Speaking on the mandate, Trinetra Focus VP Saumik Barua highlighted, “For B2C brands like Samsonite and Lavie audiences tend to create a perception on the basis of their online interactions and engagements. Our prime objective is to create content and applications that positions the brand to reach the masses who would either purchase the product or inadvertedly share the brands ethos”
The key responsibilities of Trinetra Focus will involve online reputation management, SEO consultation and most importantly amplifying social presence. In the second phase, Trinetra Focus is likely to establish the concept of social shopping wherein they will integrate iframe – a shopping tab on the website – to the facebook page allowing users to shop directly from the platform. The initiatives undertaken will be aimed towards driving the customers towards ecommerce platform.
Applications
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.
