ITV News
Netflix initiates India media agency pitch process
Review covers digital and traditional media amid growth push in India
MUMBAI: The next big binge might not be a show, it could be a pitch deck. Netflix has reportedly kicked off a review of its India media mandate, setting the stage for a competitive agency pitch as it sharpens its playbook in one of its fastest-evolving markets. According to sources familiar with the development, the mandate spans both traditional and digital media planning and buying, reflecting Netflix’s continued focus on audience acquisition, engagement and subscription growth in India. The move signals a strategic reset rather than a routine shuffle, as the platform recalibrates how it reaches and retains viewers in an increasingly crowded streaming landscape.
The account is currently handled by Wavemaker, part of WPP, with multiple agencies now believed to be in contention as the pitch process gathers pace. While details remain under wraps, such reviews typically involve a close reassessment of media efficiency, data capabilities and cross-platform integration areas that have become central to streaming growth strategies.
India continues to be a critical market for Netflix, not just for subscriber expansion but also for content experimentation and pricing innovation. With competition intensifying across OTT platforms, the outcome of this pitch could shape how the brand navigates its next phase both in terms of visibility and value.
For agencies, it’s a high-stakes audition. For Netflix, it’s about ensuring the right partners are in place before the next season of growth begins.
ITV News
Voltas launches Zest AI AC range with new campaign
Digital-first push spotlights AI cooling, geofencing and energy optimisation.
MUMBAI: When it comes to comfort, Voltas is betting that knowing you beats just cooling you. Voltas, part of the Tata Group, has unveiled its latest campaign, “AC Jo India Ko Samjhe”, introducing the new Voltas Zest AI AC range with a clear tilt towards younger, digitally native consumers. Conceptualised by Schbang, the campaign leans on slice-of-life storytelling, pairing technology with emotion. It features Neetu Kapoor and Ranbir Kapoor, using their real-life mother-son dynamic to draw a parallel between artificial intelligence and instinctive human understanding.
The films play on a simple insight: while AI may know everything, no one quite understands you like family does. That idea becomes the hook to showcase the product’s core features without turning the narrative into a hard sell.
At the centre is the Voltas Zest AI AC range, equipped with AI Adaptive Cooling, Energy Manager Mode and Geofencing. The system is designed to learn user behaviour, anticipate cooling needs and optimise energy consumption positioning smart cooling as a baseline expectation rather than a premium upgrade.
The rollout is digital-first, with a strong focus on platform consistency and storytelling-led engagement. The approach reflects a broader shift in how appliance brands are speaking to younger audiences less spec sheet, more story arc.
Voltas chief marketing officer Pragya Bijalwann said the focus is on delivering comfort that feels intuitive and personalised. Meanwhile, Schbang’s leadership underscored that the campaign’s creative direction stemmed from a simple truth: technology resonates best when it feels human.
By blending familiarity with functionality, Voltas is not just pitching a smarter AC, it’s pitching a smarter relationship with the everyday.
