TLDR: Mashrise, a data-first performance marketing company, highlights the shift in India’s performance marketing towards AI-driven prediction and real-time influence. Co-founder Rosanlal Behera discusses the emergence of Generative AI Optimization (GEO) as an evolution of SEO for AI-first platforms, the strategic use of Connected TV and OTT advertising, and the necessity of constant optimization in affiliate and programmatic channels. He emphasizes that India’s digital ad ecosystem will be shaped by AI-native marketing, video-first engagement, and privacy-led personalization, requiring marketers to adopt stronger first-party data strategies and omnichannel attribution.
In an exclusive interview with CXOToday, Rosanlal Behera, Co-founder of Mashrise, a prominent data-first, performance-driven marketing company, shared profound insights into the evolving landscape of performance marketing in India. Behera underscored the pivotal role of Artificial Intelligence (AI) and automation in this transformation, stating, ‘Performance marketing in India is moving from optimization to prediction, where AI enables brands to anticipate and influence decisions in real time.’ He further elaborated on Mashrise’s approach, noting, ‘At Mashrise, we pair this intelligence with human creativity to deliver precision and emotional impact. The future belongs to those who lead this evolution, not follow it.’
Behera introduced Generative AI Optimization (GEO) as a significant advancement, describing it as ‘the evolution of SEO for an AI-first world, where discovery happens through conversational platforms rather than traditional search results.’ He explained that GEO focuses on ‘structuring content so AI models interpret and present brands accurately in real time,’ positioning it as ‘the next competitive edge in digital visibility.’ Mashrise is actively shaping strategies to help brands excel in this new discovery paradigm.
Addressing the burgeoning sectors of Connected TV (CTV) and Over-The-Top (OTT) advertising, Behera detailed Mashrise’s strategy to leverage these platforms. He highlighted their ability to offer ‘the immersive impact of television with the precision of digital.’ Mashrise employs ‘audience intelligence, contextual targeting, and compelling storytelling to ensure brands reach the right viewers at the right moments,’ integrating these campaigns into the broader performance funnel to convert premium attention into measurable business outcomes.
The interview also delved into common misconceptions and challenges within affiliate and programmatic advertising. Behera debunked the myth that ‘affiliate and programmatic channels run themselves,’ asserting that ‘in reality, they require constant optimization, quality control, and fraud prevention to deliver true ROI.’ Mashrise’s strategy in these areas involves ‘strategic partner selection, precise targeting, and transparent measurement so every placement contributes directly to business growth.’
Looking ahead to the next 2-3 years, Behera predicted that ‘India’s digital ad ecosystem will be defined by AI native marketing, video first engagement, and privacy-led personalisation.’ He advised marketers to prepare for these shifts by developing ‘stronger first-party data strategies, omnichannel attribution, and the ability to create content for both human and AI audiences,’ emphasizing that ‘those who adapt early will set the benchmarks for the industry.’
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Mashrise’s diverse portfolio, spanning BFSI, gaming, and consumer apps, necessitates tailored strategies. Behera affirmed that ‘each sector demands a distinct playbook,’ citing trust and compliance in BFSI, scale and retention in gaming, and lifecycle marketing in consumer apps as critical factors. Across all verticals, Mashrise maintains a core focus on performance data to ensure measurable ROI for every campaign.
