iWorld
Taboola–LG Ad tie-up links big-screen exposure to measurable web outcomes
MUMBAI: Taboola has struck a global partnership with LG Ad Solutions to launch Performance Enhancer, a tool designed to knit together premium connected-TV exposure with measurable digital outcomes on the open web. The move aims to give advertisers a unified view of return on investment across the full consumer journey, from TV awareness to online action.
The product extends LG Ad Solutions campaigns beyond the smart-TV screen into thousands of publisher sites via Taboola’s Realize performance platform. Drawing on LG’s first-party ACR data and Taboola’s digital inventory, the system is built to widen reach, optimise cost per acquisition and attribute conversions directly to TV impressions.
“This partnership creates a more connected and measurable ecosystem for brands,” said LG Ad Solutions president Serge Matta. He said advertisers can now extend campaigns into high-quality digital environments, “drive more site visits and conversions” and validate the real impact of CTV spend.
Taboola chief executive Adam Singolda, said the tie-up fuses the “top-of-funnel impact of the big screen” with the performance muscle of the open web, helping brands connect awareness with measurable growth.
LG Ad Solutions, incorporated as Alphonso Inc, runs advanced advertising across LG’s global smart-TV footprint. Taboola, meanwhile, delivers performance advertising at scale, reaching about 600 million daily users across publishers including News18, the Times of India, NDTV, NBC News and Yahoo.
iWorld
Asha Bhosle, the unforgettable voice that sang a thousand emotions
The melody that defined generations has fallen silent, but her songs will echo forever.
MUMBAI: The voice that once lit up countless silver screens and brought rhythm to millions of hearts has stilled. Legendary singer Asha Bhosle, one of the most versatile and prolific vocalists in Indian film music, passed away at the age of 92 in Mumbai on Sunday. She was admitted to Breach Candy Hospital on Saturday night after suffering cardiac and respiratory issues and had reportedly been unwell for several months.
Her son, Anand Bhosle, confirmed the news on Sunday afternoon. The last rites will be performed on Monday.
Born in 1933 into the illustrious Mangeshkar musical family, Asha began her journey in the golden era of Hindi cinema. She recorded her first film song at the age of nine in 1943 and, by the 1950s, had already carved a distinct space for herself in Bollywood. While her elder sister Lata Mangeshkar often took the more melodic, heroine-centric numbers, Asha quickly became the go-to voice for energetic cabaret tracks, dance numbers, and later, the full spectrum of emotional expression.
The 1950s–60s: Rise of the Cabaret Queen In the early decades, Asha was frequently typecast for “item songs” and Western-style numbers. Yet even within those constraints, she delivered unforgettable hits such as “Aaja Aaja” from Teesri Manzil and “O Haseena Zulfon Wali” from the same film. Her playful, sassy delivery gave these tracks a magnetic energy that still feels fresh today.
The 1970s: Peak Versatility This was the decade that cemented her legendary status. Songs like “Dum Maro Dum” (Hare Rama Hare Krishna), “Piya Tu Ab To Aaja” (Caravan), “Chura Liya Hai Tumne” (Yaadon Ki Baaraat), and “Yeh Mera Dil” (Don) became cultural touchstones. Asha proved she could swing from seductive to soulful with equal ease, working with almost every major composer of the era.
The 1980s: Emotional Depth and Ghazals After marrying composer R.D. Burman in 1980, Asha explored more nuanced, introspective territory. Her National Award-winning performances in Umrao Jaan (“Dil Cheez Kya Hai”) and Ijaazat (“Mera Kuch Saamaan”) showcased a matured, velvety voice capable of profound emotion. These tracks remain among the most cherished ghazals in Indian cinema.
The 1990s–2000s: Global Collaborations and Reinvention Even as newer voices emerged, Asha refused to fade. She collaborated internationally with the Kronos Quartet and released experimental albums. Later in her career, she lent her voice to younger composers and continued performing live, often sharing the stage with her granddaughter Zanai Bhosle.
A Life Beyond the Microphone Asha’s personal journey was as dramatic as her filmography. At 16, she eloped with Ganpatrao Bhosle, her personal secretary. The marriage ended in separation in 1960 after they had three children. In 1980, she married R.D. Burman in a union that faced family opposition but brought creative synergy. RD passed away in 1994.
Throughout her life, Asha remained grounded, often crediting classical music and ghazals for keeping her voice sharp. In a 2023 interview, she admitted she rarely listened to contemporary film songs, preferring the timeless works of Bhimsen Joshi and classic ghazals to stay inspired.
Her seven Filmfare Awards and two National Film Awards are merely numbers; the true measure of her legacy lies in the thousands of songs that still play in homes, cars, and hearts across generations. From the foot-tapping energy of “Dum Maro Dum” to the haunting beauty of “Mera Kuch Saamaan”, Asha Bhosle gave Indian cinema a voice that was simultaneously bold, tender, playful, and profound.
The golden era has lost one of its brightest stars, but the music she created will continue to refresh souls for decades to come. As the final notes of her extraordinary journey fade, India bids farewell to a voice that truly defined an era.
