Advertising has become exceptionally good at delivering messages to audiences. What remains difficult is making the experience count beyond the moment of exposure. A television advertisement can reach millions without inviting a response. A digital campaign can generate clicks without creating meaningful engagement. And insights gathered from one campaign can remain disconnected from the decisions that shape the next.
Prrincey Roy, Co-Founder and CEO of Huella, sees an opportunity in changing how these pieces come together. Huella is a creative AdTech and media intelligence company built around the idea that advertising should do more than occupy a space on a screen. It should give audiences a reason to engage, while helping brands understand what that engagement makes possible.
Prrincey’s leadership was recognised at the Outlook Business Spotlight Achievers Awards 2026, where she received the Woman Entrepreneurial Leader of the Year – AdTech honour.
When Television Becomes More Than a Screen
With Connected TV establishing itself as a powerful medium for storytelling and reach, the viewing experience no longer needs to be limited to just watching content unfold. Through NEXad by Huella, the television screen can also become a space for discovery, choice and participation. ImpacTV brings brands to the TV home screen, where viewers decide what to watch; InteracTV introduces remote-led interactions that can turn an advertisement into a starting point for exploration or action; and AdapTV uses motion-enhanced creative within premium streaming environments to create a more immersive viewing experience.
With Social Sync, this thinking extends to bringing social content and engagement signals to Connected TV, connecting conversations on social platforms with the scale of the television screen. Together, these formats reflect a broader shift: the TV screen can play a more active role in the consumer journey, rather than serving only as a destination for video advertising.
Making Content Part of the Experience
The relationship between an advertisement and its surrounding environment matters on digital interfaces, too. Conventional digital advertising often competes for attention within pages and feeds already crowded with content. NewsroomAI by Huella takes a different approach, turning brand communication into immersive, content-led experiences within premium publisher environments.
Rather than relying solely on a banner or brief interruption, these experiences unfold through visual storytelling and interactive formats. Signals such as active interaction and scroll depth offer a broader view of how audiences experience the content than a click alone. The editorial environment becomes part of the story, allowing the brand experience to draw on context rather than exist independently.
When Creative Learns From Performance
Creative decisions are often made before a campaign begins, while meaningful performance signals emerge only after it is live. AIgnite 2.O by Huella addresses this disconnect through AI-powered creative optimisation. The platform can generate multiple creative variations from core brand assets, deploy them across display, native and video formats, and optimise performance using real-time intelligence.
Audience, message, format and placement can inform how creative is delivered, allowing campaigns to learn from performance rather than rely exclusively on fixed assets or periodic manual changes. The idea is not simply to produce more versions of an advertisement, but to understand what resonates and adapt delivery while preserving the brand’s central idea.
Connecting the Journey Across Screens
These experiences depend on the infrastructure that brings them to audiences. Programmatic advertising involves a network of media buyers, publishers, inventory, buying platforms and monetisation systems. HuellaNXT by Huella operates across this layer, connecting curated premium inventory, high-impact creative and campaign execution across Connected TV, mobile and desktop.
Its approach goes beyond inventory access. Custom supply packages, screen-adapted creative, cross-screen delivery, and unified reporting bring more of the campaign process into a coordinated operation, while allowing activation through existing demand-side platforms.
Across its capabilities, Huella connects different points in the advertising journey. The common thread is the relationship between what a brand creates, where that experience appears and what it enables an audience to do.
Building Beyond the Indian Market
Huella’s ambitions also extend geographically. As the company looks to expand into Southeast Asia, it has an opportunity to take its experience-led approach into a diverse regional advertising landscape, where markets differ in language, media consumption, and digital behaviour. This will require understanding how audiences discover content and how advertising technology can adapt to different environments.
Alongside co-founders Mayura Nayak and Karan Khanna, Prrincey is helping shape Huella’s next phase, building on the idea that technology should strengthen creativity rather than overshadow it.
Her recognition as Woman Entrepreneurial Leader of the Year – AdTech celebrates her leadership, but Huella’s larger story lies in the proposition it is developing for the industry: advertising that connects the creative idea with the audience experience and the infrastructure that carries it forward.
The next chapter of AdTech will not simply be about who can reach the most people. It will be about who can create the most value from the attention they earn.
