Brands
MiQ launches AI platform sigma in India to transform multi-screen marketing
New AI-powered tool helps Indian brands simplify complex advertising decisions
MUMBAI: MiQ, the global programmatic leader, unveiled its AI-powered platform, MiQ Sigma, in India today, promising a smarter, simpler way for brands to navigate the multi-screen media maze.
Having operated in India for over six years, MiQ has steadily built its reputation in programmatic marketing. The launch of MiQ Sigma marks a leap forward in its technology-led offerings, aimed at tackling the complexities of one of the world’s fastest-evolving advertising markets.
MiQ, which has a presence in over 20 countries, is focusing on long-term growth in India. Sigma is designed to bring clarity and consistency to campaigns that span multiple platforms, solving fragmentation challenges that often stump advertisers. Its partnership with Samba TV adds advanced cross-screen television insights, enabling unified planning, activation and measurement. Together, these innovations place MiQ at the cutting edge of omnichannel marketing.
The launch was announced by Gurman Hundal, global CEO & co-founder of MiQ, and Varun Mohan, chief commercial officer India at MiQ, who shared their vision for India’s dynamic media landscape. A live demonstration showcased how Sigma brings together scattered data, media and performance signals into a single decision-support environment, helping advertisers plan, optimise and measure campaigns across markets and screens.
“With MiQ Sigma, our goal is to empower Indian brands to make better decisions in a complex but exciting market. India’s diversity in language, content and consumption makes it unique, and Sigma is built to scale with that diversity while delivering measurable outcomes,” said MiQ global CEO & co-founder Gurman Hundal.
“India’s media environment can be overwhelming. Sigma simplifies planning and helps advertisers achieve connected, accountable results across all screens,” added MiQ chief commercial officer India Varun Mohan.
With the launch of MiQ Sigma, the company is signalling its long-term commitment to India, aiming to become the go-to partner for complex, multi-platform programmatic marketing through the perfect blend of technology and expertise.
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
