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What JioHotstar's Birth Means For India's OTT Ecosystem; Buzzlab’s Sindhu Biswal On Death Of Performance Marketing Agencies; Kevin Vaz On Balancing Creative Freedom & Country’s Social Fabric; & More

What JioHotstar's Birth Means For India's OTT Ecosystem; Buzzlab’s Sindhu Biswal On Death Of Performance Marketing Agencies; Kevin Vaz On Balancing Creative Freedom & Country’s Social Fabric; & More

Marketing Mind
February 25, 2025

Greetings of the day!

Dear Reader

Welcome to another edition of 'Scoop', your bi-weekly dose of news from Marketing Mind!

JioCinema and Disney+ Hotstar’s merger has birthed a streaming giant, but what does it really mean for India’s OTT space? With JioHotstar rolling out a paywall and beefing up its content game, the big questions loom- will viewers bite, how will advertisers adapt, and what’s next for the streaming wars? Read on to find out!

Up next is an insightful authored piece by Sindhu Biswal, CEO and Co-Founder of Buzzlab, highlighting the decline of traditional performance marketing agencies. He highlighted that once a dominant force, this model is now fading as the industry shifts toward growth marketing- an approach that goes beyond customer acquisition to focus on building lasting brand relationships.

At the FICCI Media and Entertainment Business Conclave (MEBC)- South Connect 2025 in Chennai, Kevin Vaz, Chairman of FICCI’s Media and Entertainment Committee and CEO-Entertainment at JioStar, highlighted a major industry challenge, balancing creative freedom with respect for the country’s social fabric. Straying too far, he pointed out, could not only alienate audiences but also create risks for advertisers.

To know it all, here’s our ‘Scoop’ of news, hot off the press & curated especially for you! Happy reading :)