Mumbai: Sapphire Media has been appointed as the Marketing Concessionaire for CTV Scale, marking a strategic move to strengthen India’s Connected TV (CTV) advertising ecosystem.
Under the mandate, Sapphire Media will drive monetisation for CTV Scale, spearheading brand partnerships, advertiser outreach and strategic revenue initiatives. The company, led by Mahesh Krishnan and Amardeep Singh, will focus on accelerating adoption of high-impact Connected TV solutions among advertisers and media agencies.
Sapphire Media brings over three decades of collective experience spanning media sales, digital platforms, branded content and emerging advertising technologies. Its leadership team has previously worked with leading broadcasters, digital platforms and brands, building scalable revenue models and driving innovation across premium advertising environments.
Known for its strong understanding of advertiser needs and media effectiveness metrics, Sapphire Media has consistently prioritised measurable outcomes, contextual brand integration and audience-first solutions. The company is expected to play a pivotal role in unlocking the next phase of growth for CTV Scale by expanding market access and scaling impactful advertising initiatives.
CTV Scale positions itself as a Connected TV-first advertising platform designed to combine the impact of traditional television with the precision of digital targeting. The platform aggregates premium CTV inventory and enables advertisers to reach high-attention audiences on large screens with advanced targeting capabilities, enhanced measurement tools and brand-safe environments.
As consumer viewing increasingly shifts toward streaming television driven by on-demand, high-quality content, CTV Scale aims to offer advertisers a transparent, flexible and performance-driven route to scale their Connected TV presence.
The platform’s vision includes democratising access to premium Connected TV inventory while delivering high-impact storytelling on large screens, advanced audience targeting and frequency control, enhanced measurability, brand-safe clutter-free environments and scalable solutions across multiple content ecosystems.
Industry observers note that the partnership between Sapphire Media and CTV Scale could significantly influence how brands approach Connected TV advertising in India. By combining Sapphire Media’s market expertise with CTV Scale’s technology-led infrastructure, advertisers are expected to benefit from improved ROI, stronger brand recall and seamless multi-platform campaign execution.
