Applications
Vuclip introduces mobile video ad unit Click2Vid globally
MUMBAI: Vuclip has announced the launch of its new advertising unit Vuclip Click2Vid globally.
Vuclip Click2Vid is a mobile video ad unit that provides media experience across 5,500 devices, including smartphones, feature phones and tablets, without requiring time consuming, manual adjustments by brands or advertising agencies.
The pilot run of this program is running in India and according to the company, brands such as Hindustan Unilever Limited (HUL) and Cadbury Silk have already experienced success reaching more than 100 million mobile Internet users in India. For example, Cadbury Silk experienced one million impressions from an approximately six-week campaign, the company said in a statement.
Vuclip‘s Click2Vid ad unit allows clients and agencies to handle all aspects of ensuring the creative is optimised for all devices and can play the video ad directly, without the need for an intermediate landing page.
MadHouse India COO Vinod Thadani said, “We‘ve been helping our brand owners get very focused on targeting consumers where they spend the majority of their time — on their mobiles – and Vuclip has helped us achieve great success. Vuclip Click2Vid has even enabled us to take television commercials and run them on mobile and enable consumers to interact with them- an innovation I thought would never be possible!”
“We‘re hearing from our pilot advertisers that we have nailed the perfect combination of respect for the user and efficiency for advertisers by making mobile advertising device agnostic. We already have a track record of delivering optimized mobile video to more than 5,500 device types and this announcement is an extension of that. Our priority is to connect consumers with brands without friction,” Vuclip global head of advertising and managing director of Southeast Asia Ashwin Puri added.
Vuclip Click2Vid is now available in the US, Indonesia and India.
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.
