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CA Media Digital appoints Ashish Joshi as VP digital and biz head Fluence
MUMBAI: CA Media Digital (India) has announced the appointment of Ashish Joshi as vice president Digital and business head – Fluence. This appointment is a significant step towards building out CA Media‘s vision of being a strong player in the digital domain. Along with managing Fluence, Ashish will help incubate and grow various consumer facing businesses in New Media.
CA Media Digital‘s first venture, Fluence, is one of India‘s leading online influencer networks around celebrities and brands. Fluence helps celebrities such as Amitabh Bachchan, Salman Khan and Karisma Kapoor, manage their digital life which includes; their social media presence, their digital endorsements, online/mobile monetisation and equity-linked investments in the digital space. Fluence also helps brands maximise their impact on audiences, by utilising the online influence of celebrities and providing specific demographic and psychographic analytics of the celebrity fan base highlighting campaign effectiveness.
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Ashish Joshi will look at further building the business and establishing new ventures while growing and driving forward the existing ones |
Ashish is a veteran in the music and digital industry and comes with over a decade of experience in content acquisition and distribution on various digital platforms in a B2B and B2C environment. Ashish is also experienced in running independent business verticals while optimising them through the implementation of various innovative ideas. An in-depth knowledge of content, along with the understanding of various distribution mediums are his key strengths.
Prior to joining CA Media Digital, he was working with Dhingana, as VP – Business Development. His earlier stints include being Head of Digital – Universal Music India (India and SAARC) and GM at Hungama Digital Media Entertainment. Ashish holds a Master‘s Degree in Computer Software Applications from KJ Somaiya Institute of Management Studies & Research in India.
In his new role, Ashish will report in to Rishi Negi, EVP Investee Operations. CA Media, in India is helmed by Rajesh Kamat, CEO of CA Media, supported by Rishi Negi, who heads investee operations and Vivek Raicha who heads the investment arm of the company.
“CA Media Digital is a company focused on building consumer facing digital businesses. As a first step CA Media Digital, has launched India‘s leading Online Influencer Network around Celebrities and Brands – Fluence. With Ashish leading the Digital effort, we hope to further expand and build more such ventures. We welcome him to the CA Media team and look forward to benefiting from his talent and experience,” said EVP Investee Operations Rishi Negi on the new appointment.
“I am excited about my new role at CA Media Digital. CA Media Digital, equipped with the learning‘s of TCG (The Chernin Group) has, in a short time , taken great strides with Fluence , a unique social corridor matrix that has caught the attention of celebrities and brands alike and is looking to building more consumer facing businesses in new media. I look forward to further building the business and establishing new ventures while growing and driving forward existing ones,” said an enthusiastic Ashish Joshi.
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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.
