Ajit Varghese, Partner & Group CEO of Madison World, to address OAC 2026

The rise of the digital media eco-system has meant a near paradigm shift in the way media is bought and sold today. The emergence of automated, data driven, AI-lead, programmatic buying has brought into focus hyper targeted audience engagement and real time measurable ROI.  Against this background, how is OOH placed? How are the new dynamics impacting OOH buying? What can the OOH eco-system do to align with the new realities of media buying? Addressing some of these questions will be Ajit Varghese, Partner and Group CEO of Madison World, in his session titled ‘Digital Monopoly & the Shifting Dynamics of Media Buying’ at the 20th edition of OOH Advertising Convention (OAC), scheduled to be held at the Grand Hyatt, Goa, on July 24th & 25th, 2026.  

Ajit brings over two decades of experience in building scale and driving transformation across global media, digital, and broadcasting networks. Most recently, as Head of Revenue – Entertainment & International at JioStar (Reliance Disney JV), Ajit shaped the venture’s $2 billion monetisation strategy across TV, digital, and international markets. He strengthened advertiser confidence in a new ecosystem, unified the commercial narrative under the RACE initiative, and launched innovations such as Connected TV measurement, the JioStarverse influencer platform, and premium sponsorship models. He also spearheaded the monetisation of two ICC World Cups, two IPL seasons, and several marquee sports properties at Disney Star. 

Earlier, at WPP’s GroupM, Ajit spent over 15 years in senior leadership roles across India, Asia- Pacific, and the UK—including as Global President, Wavemaker (London) and CEO, Maxus South Asia. He built Maxus into one of India’s largest and most digitally advanced media agencies, driving content-data-solutions integration and scaling operations across markets. 

At Madison, Ajit brings this global, cross-sector experience to lead its next phase of growth – anchored in AI-led transformation, platform partnerships, and performance-driven creativity—positioning Madison as a strategic growth partner for modern brands. 

Ajit’s session is a natural fit in the overall context of the OAC 2026 theme – ‘Do the X’. The ‘X’ here stands for the intersection of diverse factors at play today: between brands and consumers, digital and physical, AI and human, data and instinct, virtual and real…and more. OAC 2026 is thus all about intersection and Ajit’s session will spotlight the intersection of diverse dynamics that are redefining media buying.         

OAC 2026, the 20th edition of the most anticipated event in the Indian OOH industry, will bring together leaders from across media, marketing, technology, and advertising to explore the intersections shaping the future of the OOH industry.