Category: Digital

mediasmart and TCL forge a global strategic partnership for enhancing CTV advertising

Mumbai – mediasmart, an Affle company, today announced a strategic partnership with TCL, the world’s largest Android TV manufacturer, to integrate their inventory with advertisers on Connected TV (CTV). By seamlessly integrating TCL’s expansive inventory with mediasmart’s cutting-edge programmatic advertising solutions, the partnership aims to unlock a multitude of advertising opportunities for brands, while democratizing the rapidly growing CTV space beyond the Walled Gardens.

The global partnership marks significant progress for CTV advertising, providing brands worldwide with extensive access to valuable advertising opportunities, including the coveted Home Screen placements and the vast array of Free Ad-supported Streaming TV (FAST) channels. This includes high visibility solutions for product launch, drive views for specific content on any video and OTT platform, drive traffic for CTV app installs, and live event promotions. By offering solutions on TCL’s Home Screen, advertisers will benefit from leveraging premium placements to reach specific audiences. mediasmart and TCL will also co-create solutions on Home Screen allowing brands to advertise based on their brand objectives. One of the key product offerings as part of this would be their “TV+ offering” that specifically helps advertisers to target consumers moving from Linear television.

Commenting on this partnership, TCL’s Global business development manager, Matt Ding, said, “The way audiences experience television content has drastically changed. And it has been our aim to offer more to the viewers. Together with mediasmart, we aim to drive synergies that go beyond the conventional, exploring new avenues and possibilities in the CTV space. mediasmart has made CTV advertising more measurable and impact-driven through their technological prowess. Combining our strategic and technological forces, we hope to bring unparalleled opportunities for more brands to connect with their audiences in meaningful ways.”

Advertisers on TCL and mediasmart would be able to enhance the effectiveness of advertising campaigns and drive better engagement. They will also be empowered to expand their targeting by choosing specific audiences on TCL’s 135+ FAST channels across 14 key genres like News, Lifestyle, Food, and Entertainment, to enable greater affinity-based targeting and improve advertising experience. Additionally, they can also integrate with mediasmart’s proprietary CTV Household Sync technology that helps maximize engagement and interactivity of CTV with synced re-engagement ads on mobile devices in the same household.

mediasmart chief growth officer Nikhil Kumar said, “As the world increasingly turns to CTV for entertainment, information, and connectivity, the potential for businesses to engage with their audiences in meaningful ways has never been greater. mediasmart is a leading omnichannel programmatic platform, with measurable CTV advertising being a core focus for us. With our partnership with a leading manufacturer like TCL, we want to leverage our expertise to co-create innovative and large-impact solutions to elevate the CTV advertising landscape. We’re committed to expanding the horizons of what advertisers can do on CTV, and this partnership is a step in the direction to bring more advertisers to experience CTV’s potential.”

June 10, 2024
Fourth modern marketing Reckoner by Group M and MMA Global India: 60+ experts on winning with AI

Mumbai: GroupM, WPP’s media investment group and MMA Global India launched the 4th edition of the Modern Marketing Reckoner 2024: Winning with AI at the 13th edition of MMA IMPACT Delhi. The report explores how AI is not merely transforming the 4 key pillars or Ps of marketing (product, place, price & promotions) but is revolutionizing organizations from the ground up, marking an irreversible change. MMR bears cutting-edge POVs from 65+ industry leaders, AI practitioners and decision makers across the digital transformation ecosystem.

Amid ongoing AI debates, it’s vital to recognize that human intelligence remains central to many innovations, particularly in marketing, which is fundamentally about understanding people. The report explores AI’s potential to enhance marketing, from gaining consumer insights to transforming product design and the consumer journey. It discusses AI’s dual role as both evolutionary and revolutionary, integrating tools like predictive text and chatbots across various marketing functions, including e-commerce and campaign execution, while emphasizing the importance of measuring marketing ROI.

GroupM South Asia CEO Prasanth Kumar said: “The Modern Marketing Reckoner 2024 is a comprehensive guide for marketers who aim to succeed with AI. This report offers valuable insights, carefully researched data, and real-world examples of how AI can be leveraged in marketing. What sets it apart is the inclusion of perspectives from over fifty industry experts across diverse domains, whose human intelligence and experience in powering AI is truly invaluable.”

Marketers and agencies are swiftly delving into groundbreaking technology, discerning between superficial novelties and truly transformative tools, with key imperatives:

● Marketers value high-quality, authentic internal data like brand essence, past communication, consumer insights, cohort responses, platform performance, packaging details, pricing, and customer reviews to ensure AI models are authentically trained for real-world application.
● Organizational transformation is vital for maximizing AI’s impact in marketing, involving integration across Finance, Technology, CMI, sales, and Talent Management, with rapid evolution in budgeting, talent management, and a “Test and Learn” approach.
● Investment in Data & MarTech is increasing, with shared ownership of implementation and utilization among Marketing, Finance, and Technology leaders.
● AI is driving transformation in agencies, fostering new integrated models centered on AI-enabled platforms for seamless collaboration and co-creation.

MMA Global India head & BOD member Moneka Khurana said: “The grand launch of the Modern Marketing Reckoner (MMR) at IMPACT Delhi marks a pivotal moment for the industry. The report provides actionable insights into AI’s transformative impact on the 4 Ps of Marketing – Product, Place, Price, and Promotions. By compiling wisdom and foresight from over 60+ industry leaders, it equips marketers with the strategies and frameworks needed to win with AI-driven marketing, fostering innovation and drive growth. At MMA, we are dedicated to empowering marketers to navigate and lead people and machines in unison to deliver business growth and marketing excellence.”

June 10, 2024
Cognizant Major League Cricket announces new multi-season partnership with Remitly

Mumbai—Cognizant Major League Cricket (MLC) is excited to announce a new multi-season partnership with Remitly, a trusted provider of digital financial services that transcend borders, as a Signature Partner ahead of the league’s historic second season.

The partnership marks a significant milestone as MLC prepares for the thrilling tournament return on July 5 in both Morrisville, NC and Grand Prairie, TX.

With a global footprint spanning more than 170 countries, Remitly’s digitally native, cross-border payments app delights customers with a fast, reliable, and transparent money movement experience, making it a perfect fit for MLC’s diverse and global fan base.

As part of the strategic partnership, Remitly will special launch exclusive promotions to celebrate MLC fans, including discounts on international money transfers and special offers during the season. Fans attending select MLC matches this season can look forward to in-stadium experiences and giveaways supported by Remitly.

“The partnership with Remitly marks another significant milestone for Cognizant Major League Cricket as part of our investment into growing the sport in the United States,” said Vijay Srinivasan, CEO of Cognizant Major League Cricket.

“With the support of our partners, we are focused on elevating the fan experiences in-stadium and the broadcast product for our fans around the world this season, building on the success of the inaugural tournament to create a must-watch sporting event for all cricket fans,” said Srinivasan.

“Cricket is one of the many ways our customers stay connected with loved ones, no matter where they are in the world,” said Pankaj Sharma, Remitly’s Chief Business Officer. “Remitly is thrilled to partner with Cognizant Major League Cricket for its historic second season, and we look forward to seeing how this beloved global sport continues to unite and inspire our customers.”

Season two of MLC showcases three weeks of nonstop T20 action, featuring international stars and the nation’s top domestic talent putting on a show, including Steve Smith (Washington Freedom), Pat Cummins (San Francisco Unicorns), Nicholas Pooran (MI New York), Imad Wasim (Seattle Orcas), Devon Conway (Texas Super Kings), and Sunil Narine (LA Knight Riders).

June 6, 2024
“Enhancing customer experience (CX) is at the heart of modern IT solutions”: Nishant Sachdeva

Mumbai: Compunnel, a B2B tech leader at the cutting edge of the digital revolution. We bridge the gap between innovation and practical application, driving transformative growth across sectors including workforce management, IT consulting, e-learning, and healthcare.

The company excels in delivering innovative solutions in talent management, digital transformation, and healthcare. The company leverages cutting-edge technologies such as AI/ML, automation, and cloud computing to drive superior business outcomes for its clients. Compunnel’s comprehensive services include digital customer experience, IT consulting, business transformation, and custom application development, serving a diverse range of industries including manufacturing, retail, and finance.

Indiantelevision.com caught up with Compunnel VP of Digital Sales & Strategy Nishant Sachdeva where he shared numerous insights of the company.

Edited excerpts

On the essential elements of a robust IT strategy

Developing a robust IT strategy requires a blend of technological foresight, business acumen, and an understanding of industry-specific challenges. The essential elements of a robust IT strategy include alignment with business objectives, comprehensive risk management, scalability, and flexibility to adapt to changing market conditions. At Compunnel, we approach IT strategy development through a structured yet flexible process.

Firstly, we begin with a thorough assessment of the client’s current IT infrastructure and business goals. This involves identifying key performance indicators (KPIs) and understanding their operational challenges. According to a Gartner report, 70% of successful IT strategies are closely aligned with business strategies, highlighting the importance of this alignment.

Next, we focus on risk management by conducting a detailed risk assessment to identify potential threats and vulnerabilities. This ensures that our clients are prepared for various contingencies. In 2023, the average cost of a data breach was $4.45 million (IBM), underscoring the critical need for robust security measures in any IT strategy.

Scalability is another crucial element. With digital transformation accelerating across industries, it’s essential to design IT strategies that can grow with the business. For instance, cloud solutions and microservices architecture are popular choices that offer scalability and flexibility. According to Flexera’s 2023 State of the Cloud report, 94% of enterprises are already using cloud services, indicating a clear trend towards scalable solutions.

Finally, we emphasize continuous monitoring and improvement. Technology and business landscapes are constantly evolving, and so must the IT strategies. We regularly review and update our strategies to incorporate the latest advancements and address emerging challenges. This process ensures that our clients remain competitive and resilient in a dynamic market.

On automation currently transforming industries, and an example of a business process significantly improved by these technologies

Automation, powered by artificial intelligence (AI), is revolutionizing industries by enhancing efficiency, reducing costs, and driving innovation. From manufacturing to healthcare, AI-driven automation is reshaping business processes and unlocking new possibilities. A McKinsey report suggests that AI could potentially deliver up to $13 trillion in additional global economic activity by 2030.

One of the key areas where automation is making a significant impact is in supply chain management. Traditionally, supply chains have been complex and prone to inefficiencies due to manual processes and lack of real-time data. However, AI and automation are transforming supply chain operations by enabling real-time tracking, predictive analytics, and automated decision-making.

For instance, in the retail industry, companies are leveraging AI to optimize inventory management. Walmart, for example, uses AI algorithms to predict demand accurately, manage inventory levels, and automate restocking processes. This has led to a significant reduction in stockouts and excess inventory, ultimately improving operational efficiency and customer satisfaction.

Another compelling example is in the financial sector, where AI-driven automation is revolutionizing fraud detection. Financial institutions are deploying AI systems to analyze transaction patterns in real-time, identify suspicious activities, and prevent fraud. According to a PwC report, AI could help reduce fraud by up to 20%, saving billions of dollars annually.

Furthermore, in the healthcare industry, AI-powered automation is enhancing patient care and administrative efficiency. Automated systems are being used for tasks such as patient scheduling, electronic health records management, and even diagnostics. For example, radiology departments are utilizing AI algorithms to analyze medical images quickly and accurately, enabling faster diagnosis and treatment.

In conclusion, AI-driven automation is transforming industries by streamlining processes, enhancing decision-making, and delivering significant cost savings. As these technologies continue to evolve, we can expect even more profound impacts across various sectors.

On the strategies for creating IT solutions that enhance customer experiences

Enhancing customer experience (CX) is at the heart of modern IT solutions, and at Compunnel, we employ a customer-centric approach to design and implement these solutions. Our strategies are grounded in understanding customer needs, leveraging advanced technologies, and ensuring seamless integration with existing systems.

The first step in our approach is thorough customer research. We employ techniques such as customer journey mapping and user persona development to gain deep insights into customer behaviors, preferences, and pain points. According to a Forrester report, companies that excel at customer experience grow revenues 1.4 times faster than those that don’t, highlighting the importance of understanding customer needs.

Next, we harness the power of advanced technologies like AI, machine learning (ML), and data analytics to create personalized and intuitive experiences. For instance, AI-powered chatbots and virtual assistants can provide instant support and personalized recommendations, significantly enhancing customer satisfaction. A recent Gartner survey indicates that 85% of customer interactions will be managed without human intervention by 2025, underscoring the growing role of AI in CX.

Integration is another critical strategy. We ensure that our IT solutions seamlessly integrate with clients’ existing systems and processes. This not only minimizes disruptions but also leverages existing investments. For example, integrating CRM systems with AI-driven analytics tools can provide deeper insights into customer behaviors and preferences, enabling more targeted marketing and improved service delivery.

We also emphasize continuous feedback and improvement. Post-implementation, we gather customer feedback and monitor key performance indicators (KPIs) to assess the impact of our solutions. This data-driven approach allows us to make iterative improvements and ensure that the IT solutions evolve with changing customer expectations.

Finally, we focus on security and compliance. In an era where data breaches and cyber threats are rampant, ensuring the security of customer data is paramount. We adhere to best practices and regulatory standards to safeguard sensitive information, thereby building trust and enhancing the overall customer experience.

In a nutshell, our strategies for creating IT solutions that enhance customer experiences revolve around deep customer insights, advanced technologies, seamless integration, continuous improvement, and robust security measures.

On seeing these emerging technologies affecting key sectors such as manufacturing and retail

Emerging technologies such as artificial intelligence (AI), the Internet of Things (IoT), and blockchain are poised to transform key sectors like manufacturing and retail, driving innovation, efficiency, and new business models. At Compunnel, we are witnessing firsthand how these technologies are reshaping these industries.

In the manufacturing sector, AI and IoT are revolutionizing production processes and supply chain management. According to a report by PwC, AI in manufacturing is expected to contribute up to $2 trillion to the global economy by 2030. Smart factories equipped with IoT sensors and AI algorithms are enabling real-time monitoring, predictive maintenance, and process optimization. For example, General Electric uses AI to predict equipment failures before they occur, reducing downtime and maintenance costs. Additionally, IoT-enabled devices provide manufacturers with valuable data insights, leading to improved quality control and production efficiency.

In the retail sector, AI and blockchain are transforming the way businesses operate and interact with customers. AI-driven analytics are providing retailers with deep insights into customer behaviors, enabling personalized marketing and enhanced shopping experiences. A Deloitte study found that retailers using AI saw a 10% increase in customer retention. Furthermore, AI-powered chatbots and virtual assistants are improving customer service by providing instant, personalized support.

Blockchain technology is also making significant inroads in retail, particularly in supply chain transparency and traceability. By leveraging blockchain, retailers can provide customers with transparent information about the origin and journey of products, building trust and enhancing brand loyalty. Walmart, for instance, uses blockchain to track the provenance of its products, ensuring food safety and quality.

Moreover, augmented reality (AR) and virtual reality (VR) are creating immersive shopping experiences. Retailers like IKEA are using AR apps to allow customers to visualize furniture in their homes before making a purchase, enhancing the shopping experience and reducing return rates.

In conclusion, emerging technologies are driving significant changes in manufacturing and retail, enhancing efficiency, customer experience, and transparency. As these technologies continue to evolve, they will unlock new opportunities and business models, shaping the future of these key sectors.

On some of the memorable moments that have shaped your approach to digital sales and strategy?

Reflecting on my 19 years in the IT industry, several memorable moments have significantly shaped my approach to digital sales and strategy. These experiences have provided valuable insights into the evolving landscape of technology and the importance of staying ahead of the curve.

One of the most impactful moments was witnessing the rise of cloud computing. Early in my career, the shift from traditional on-premises infrastructure to cloud-based solutions represented a paradigm shift. I had the opportunity to work with several clients transitioning to cloud platforms, and the agility, scalability, and cost-efficiency it offered were game-changing. This experience underscored the importance of embracing new technologies to drive business transformation.

Another significant moment was the advent of big data and analytics. The ability to harness vast amounts of data and derive actionable insights revolutionized the way businesses operate. I remember implementing a big data analytics solution for a client in the retail sector, which resulted in a 20% increase in sales through more targeted marketing and improved inventory management. This experience highlighted the power of data-driven decision-making and its role in shaping effective digital strategies.

The rapid evolution of AI and machine learning has also been a pivotal journey. From early experiments with simple automation tools to deploying sophisticated AI-driven solutions, the journey has been transformative. A standout project involved implementing an AI-powered customer service chatbot for a major financial institution, which significantly improved customer satisfaction and reduced operational costs. This project reinforced my belief in the potential of AI to revolutionize business processes and customer experiences.

Additionally, the COVID-19 pandemic was a defining moment that accelerated digital transformation across industries. The sudden shift to remote work and the need for digital solutions to ensure business continuity highlighted the importance of agility and innovation. Leading digital transformation initiatives during this period, including the rapid deployment of remote collaboration tools and virtual customer engagement platforms, was both challenging and rewarding.

In summary, these memorable moments have shaped my approach to digital sales and strategy by emphasizing the importance of embracing emerging technologies, leveraging data for decision-making, and maintaining agility in the face of rapid change. These experiences continue to guide my efforts in driving digital transformation for our clients.

On advice you would offer to upcoming IT leaders who aspire to make a significant impact in digital transformation and strategy

As an experienced IT leader, my advice to upcoming IT leaders aspiring to make a significant impact in digital transformation and strategy is grounded in continuous learning, strategic thinking, and strong leadership.

Firstly, embrace continuous learning and stay updated with emerging technologies. The IT landscape is constantly evolving, with new technologies such as AI, blockchain, and quantum computing reshaping industries. A commitment to lifelong learning and professional development is essential. Engage in industry conferences, webinars, and certifications to stay abreast of the latest trends and innovations. According to LinkedIn’s 2023 Workplace Learning Report, 94% of employees would stay at a company longer if it invested in their learning and development.

Secondly, focus on developing a strategic mindset. Successful digital transformation goes beyond technology implementation; it requires a clear vision and alignment with business objectives. Understanding the broader business context and how technology can drive value is crucial. McKinsey’s research indicates that companies with a well-defined digital strategy are 1.5 times more likely to report successful digital transformations.

Building strong leadership and communication skills is also vital. Digital transformation initiatives often involve significant change management and require buy-in from various stakeholders. Effective communication, empathy, and the ability to inspire and motivate teams are key attributes of successful IT leaders. A study by Harvard Business Review found that companies with strong leadership capabilities are 2.3 times more likely to deliver high performance.

Collaboration and networking are equally important. Building a strong professional network can provide valuable insights, support, and opportunities for collaboration. Engage with industry peers, join professional organizations, and seek mentorship from experienced leaders. According to a Deloitte study, companies that foster a culture of collaboration are five times more likely to be high-performing.

Lastly, cultivate a customer-centric approach. Understanding and prioritizing customer needs can drive innovation and enhance the impact of digital transformation initiatives. Utilize customer feedback and data analytics to continuously improve products and services, ensuring they deliver real value to end-users.

Aspiring IT leaders should focus on continuous learning, strategic thinking, strong leadership, collaboration, and a customer-centric approach to make a significant impact in digital transformation and strategy. These principles will equip them to navigate the dynamic IT landscape and drive meaningful change in their organisations.

June 6, 2024
JK Paper shows its commitment to ‘Land Restoration’ theme on World Environment Day

Mumbai: On this World Environment Day, JK Paper proudly releases an informative video highlighting its steadfast commitment to the theme of ‘Land Restoration.’ This film, conceptualised by JK Paper, draws inspiration from its long-standing Agro/Social Farm Forestry Program, which has been in place since 1990. The program exemplifies how companies can enhance their competitive advantage while addressing critical environmental concerns.

We are dedicated to land restoration and preventing desertification by continuously implementing initiatives that benefit the environment on a sustained basis for years to come. Shot at plantation site: Morthana and Vav, Taluka Kamrej, Surat, Gujarat. Plantation by unit CPM of JK Paper.

The film captures the essence of JK Paper’s Agro/Social Farm Forestry initiative, showcasing the cultivation and harvesting of special tree varieties like Subabul, Casuarina, and Eucalyptus on farmland. These trees are then utilized in paper production, enriching green cover and demonstrating a sustainable approach to business. The program has significantly impacted the environment and the company by promoting land restoration and preventing desertification.

In addition to environmental benefits, JK Paper’s initiative has empowered marginalised communities, providing farmers with sustainable livelihoods. Over the past decade, the program has covered nearly 9.50 lakh acres of land and planted over 123 crore saplings, benefiting 1.28 lakh farmer families. Through dedicated research and development, JK Paper has developed short-rotation clones of Subabul and Eucalyptus, enhancing productivity and enabling farmers to achieve higher annual revenues.

JK Paper chief of sales & marketing Partha Biswas remarked on the film, “We at JK Paper are dedicated to protecting the environment and living sustainably. To create our paper, we don’t take down a single tree from a natural forest. Additionally, we produce sustainable products like paper cups, straws, carry bags, food wrapping paper, and paper-based packaging as a replacement for plastic products. This film walks viewers through our incredible journey, highlighting our unwavering commitment towards environmental responsibility, positive productivity, and sustainability. We aim to serve as an example for individuals, businesses, and entrepreneurs.”

June 5, 2024
“SwopStore’s impressive 20 per cent sales growth for 100 online businesses is driven by several impactful strategies”: Ayush Gupta

Mumbai: SwopStore stands out as a pioneering Customer Acquisition platform in the online business landscape, with a distinctive focus on facilitating brand growth through innovative strategies. Led by CEO Ayush Gupta, SwopStore has quickly become a go-to solution for online brands seeking to expand their customer base, enhance sales figures, and foster deeper customer engagement.

In a market where traditional methods like affiliate marketing often yield limited results despite substantial investment, SwopStore has emerged as a game-changer. Ayush Gupta recognized the inherent challenges faced by businesses in this domain and set out to redefine the approach to customer acquisition and cross-brand promotion.

Indiantelevision.com reached out to SwopStore CEO Ayush Gupta where he shared interesting insights of his company goals and plans!

Edited excerpts

On reflecting your unique approach in the online selling space

SwopStore’s remarkable achievement of surpassing 5 Cr. Gross Merchandise Value (GMV) in March 2024 is a testament to SwopStore’s commitment to customer-centricity and innovation. Our success stems from understanding customer needs, implementing creative marketing strategies, and leveraging robust technology for a seamless shopping experience. Our diverse product range and exceptional customer service have built strong loyalty. This milestone highlights our unique approach in the online marketplace.

On elaborating the strategies of SwopStore that have contributed to such significant growth for its clients

SwopStore’s impressive 20 per cent sales growth for 100 online businesses is driven by several impactful strategies. Our unique reward network offers exclusive gift coupons on personalized thank-you pages, significantly enhancing customer acquisition and retention. We leverage an extensive partner network for broader reach and visibility. By engaging customers with attractive rewards and providing advanced analytics, we help businesses optimize their marketing strategies and sales performance. These features collectively empower businesses to attract new customers and boost sales effectively.

On ensuring a mutually beneficial partnership with these established brands, and what value does it bring to them

SwopStore collaborates with renowned brands like The Man Company, Bombay Shaving, and Godrej by offering a unique reward network that drives customer engagement and loyalty. We ensure mutual benefits through exclusive gift coupon placements on personalized thank-you pages, enhancing brand visibility and customer retention. This partnership strategy provides established brands with increased reach, higher conversion rates, and access to our extensive customer base, ultimately boosting their sales and brand loyalty.

On key initiatives does SwopStore have planned to achieve a projected GMV of 400 Cr by the fiscal year 2024-2025

To achieve a projected GMV of 400 Cr by FY 2024-2025, SwopStore plans to enhance its platform, expand its client base, and fortify brand partnerships. Key initiatives include leveraging advanced technology, innovative marketing strategies, and a robust reward network to drive customer engagement and sales. By continuously adapting to market trends and meeting client needs, SwopStore aims to propel significant growth and reach this ambitious target.

On the primary focus areas and objectives for SwopStore’s growth strategy for FY 24-25

For FY 24-25, SwopStore will focus on enhancing platform capabilities, expanding our client base, and strengthening brand partnerships. We aim to enter new markets and industries, leveraging advanced technology and innovative marketing to drive growth. Our objectives include maximizing customer engagement, boosting sales, and maintaining our competitive edge by continuously adapting to market trends and client needs.

On your vision for the company’s future, and your plans for disrupting the online selling space while delivering value to your clients and partners

As CEO of SwopStore, my vision is to solidify our position as market leaders in the online selling space. We will continue to disrupt the market with advanced technology, strategic partnerships, and exceptional customer engagement. By expanding into new markets and industries, we will set new e-commerce standards. Our relentless focus on innovation and excellence will drive growth and deliver unmatched value to our clients and partners. We lead by innovating and turning challenges into opportunities for unprecedented growth and success.

June 5, 2024
“At edForce, AI plays a crucial role in enhancing learning outcomes and course materials:” Ravi Kaklasaria

Mumbai: edForce is India’s leading workforce upskilling accelerator that is continuing to make remarkable disruptions in the industry. Incepted in 2021, the company has revolutionised the unprecedented challenges brought on by the proliferation of remote work by offering an array of services from learner engagement, training management, administration, lab provisioning, to delivery. By adopting many firsts, the platform has been instrumental in helping enterprises, both small and large alike with their diverse learning needs.

Characterised by growing demand for skilled talent and a shift towards digital transformation backed by Artificial Intelligence (AI), the platform provides assistance with fresh hire onboarding, lateral training, certifications, assessments, CloudLabs, HTD, and much more. Thus, by tapping into this lucrative market,edForce is actively addressing the skills gap through its comprehensive training and certification solutions, primarily focused on upskilling the workforce on AI and related technologies.

Indiantelevision.com reached out to edForce CEO & co-founder Ravi Kaklasaria who provided invaluable insights into the innovative approach and impactful mission driving this company.

Edited excerpts

On the founding of edForce, and the evolution of company since its inception

edForce was inspired by the growing demand for accessible and effective education solutions worldwide. Recognizing the need to leverage technology to bridge educational gaps, especially in underserved communities. We founded edForce as a workforce upskilling accelerator. Specializing in B2B upskilling, training, certifications, assessments, labs, hire-train-deploy, and fresh hire onboarding, our mission is to revolutionize workforce development through comprehensive and tailored solutions. Additionally, edForce has embraced advancements in artificial intelligence and data analytics to continually refine its offerings and ensure maximum impact in the education sector.

On your unique approach to target the right audience, and its contribution to client success

edForce employs a multifaceted approach to target the right audience, combining data analytics, market research, and personalized outreach strategies focusing on B2B upskilling and training. Our flagship offering, VILT (Virtual Instructor-Led Training), combines instructor-led sessions with interactive labs and assessments, providing a dynamic and engaging learning experience. By catering to the specific needs of businesses, we ensure maximum impact and effectiveness in enhancing workforce skills and capabilities.

This approach not only attracts clients who align with our mission but also fosters long-term relationships built on trust and mutual success. Ultimately, by connecting with the right audience, we can deliver solutions that address their specific needs, leading to enhanced client satisfaction and success.

With a focus on digital transformation and AI, how do you leverage technology to enhance its services, such as fresh hire onboarding, lateral training, and certifications?

At edForce, AI plays a crucial role in enhancing learning outcomes and course materials. Our comprehensive portfolio of AI training, ProAI, offers courses tailored to every department and technology within organizations. For fresh hire onboarding, we utilize AI-driven platforms to create personalized learning paths tailored to individual skill levels and job roles, accelerating the assimilation process and ensuring a seamless transition into the organization. Lateral training is facilitated through immersive virtual environments and interactive simulations, allowing employees to develop new competencies and explore different career paths in a risk-free setting. Our certification programs are enhanced by AI-powered assessment tools, which provide real-time feedback and adaptive learning experiences to maximize knowledge retention and skill mastery. We empower learners to acquire practical skills and knowledge aligned with industry standards and organizational goals.

On collaborating with industry giants like Infosys, Walmart, Siemens, Sony, and Microsoft

Collaborating with industry giants like Infosys, Walmart, Siemens, and Sony underscores our expertise and reputation in delivering exceptional training and upskilling solutions. These clients not only provide glowing testimonials but also demonstrate high reorder ratios, reflecting their satisfaction with our services. Partnering with industry giants like Infosys, Walmart, Siemens, Sony, and Microsoft brings numerous benefits to both edForce and our clients. These partnerships provide access to cutting-edge technologies, expertise, and resources that enhance the quality and scope of edForce’s education solutions. By collaborating with these companies, edForce gains insights into industry trends, best practices, and emerging technologies, allowing for the development of innovative and future-proofed offerings. For clients, these partnerships mean access to industry-leading tools, training programs, and certifications that align with current market demands and industry standards. Additionally, clients benefit from the credibility and reputation of these esteemed partners, ensuring confidence in the quality and effectiveness of edForce’s services.

Moreover, partnerships with tech leaders like Microsoft, AWS, CompTIA, and Cisco further validate our capabilities and commitment to excellence in workforce development.

On edForce playing in shaping the future of workforce development, particularly in the context of rapid technological advancements

As the CEO and Co-Founder of leading workforce upskilling accelerator, edForce is at the forefront of shaping the future of workforce development. By leveraging cutting-edge technologies, personalized learning experiences, and strategic partnerships, we empower individuals and organizations to thrive in the rapidly evolving digital landscape. Our unwavering commitment to excellence and innovation ensures that we remain a trusted partner in driving workforce transformation and unlocking unparalleled success for our clients.

June 4, 2024
“Amara.ai’s solutions are designed with scalability at their core”: Vikas Kakkar

Mumbai: Amara is an embodied chatbot powered by Artificial Intelligence. Founded in 2016 with an idea to automate HR processes, Amara began with a recruitment automation product – HireXP and served as a voice-based feature that constantly kept asking candidates relevant questions throughout their recruitment cycle. It successfully predicted which candidates would join after accepting an offer letter. Later in 2019, it was extended to employee engagement strategies when Amara was conceived as an AI chatbot.

Employees are the biggest assets for any business organisation. In this increasingly growing war for talent, every employer wants to attract, grow and retain the best industry talent. However, highly productive and engaged employees do not come easy and HRs have to invest heavily into strategic recruitment tools and processes. Considering this scenario, Amara was launched to transform the employee experience with an AI chatbot to predict, engage and nurture employees’ lifecycles to future proof the business growth.

Indiantelevision.com caught up with Amara AI co-founder & CEO Vikas Kakkar, where he shared invaluable insights into the innovative approach and impactful mission driving this company.

Edited excerpts

On the development of Amara as an AI-powered chatbot for HR processes, and its evolution since 2016

The inspiration behind the development of Amara as an AI-powered chatbot was to revolutionize the employee experience through enhanced engagement strategies. Amara has evolved into an intelligent chatbot specifically designed to boost employee engagement within organizations.

Since its inception, Amara has seen significant evolution and has proven highly successful in its purpose. Originally founded to develop an interactive AI chatbot, our HRTech company has prioritized streamlining interactions and automating tasks related to employee engagement. Amara simplifies these processes and delivers valuable real-time insights into workforce sentiment. By utilizing our chatbot, companies can gain a deep understanding of their employees’ experiences, pinpoint the root causes of disengagement, and enable proactive measures to address concerns and effectively manage employee satisfaction.

Our ultimate goal remains to support businesses in fostering a positive work environment, with Amara serving as a powerful tool in achieving this objective.

On explaining your engagagement with employees throughout their lifecycle within an organization

Amara.ai engages with employees throughout their lifecycle within an organization by facilitating continuous, personalized interactions tailored to key milestones in their workplace journey. From the moment an employee joins, Amara begins its engagement by supporting a smooth onboarding process. This includes providing essential information and promptly answering any questions to help new hires integrate seamlessly into the company culture.

As employees progress, Amara initiates scheduled check-ins at critical intervals, such as 30 days, 60 days, and beyond, to assess their adjustment and satisfaction levels. These regular interactions help in gathering valuable feedback and addressing any emerging concerns early on.

Even during the exit stage, Amara conducts thoughtful exit interviews and gathers departing feedback to ensure a smooth transition and to collect insights that drive ongoing organizational improvements. This comprehensive approach not only enriches the employee experience but also equips HR teams with crucial data to refine their engagement and retention strategies effectively.

On specific features you offer to enhance employee engagement, well-being, and diversity within the workplace

Amara.ai offers a comprehensive suite of features designed to enhance employee engagement and well-being within the workplace. Through AI-driven personalized interactions, Amara ensures that every employee feels valued and heard from the moment they onboard. This personal touch helps in creating a welcoming and supportive work environment.

Amara conducts regular well-being assessments to monitor factors such as stress levels, job satisfaction, and work-life balance. These assessments provide HR teams with the data necessary to implement targeted initiatives aimed at improving overall employee well-being.

In terms of promoting workplace diversity, Amara analyzes engagement data across various demographics to identify any disparities. This analysis helps in understanding diverse employee experiences and shaping initiatives that support an inclusive work environment.

Additionally, Amara offers a platform for real-time feedback, enabling organizations to address employee concerns promptly and effectively, which is crucial for maintaining high levels of satisfaction and engagement.

By leveraging these features, Amara.ai not only boosts employee engagement but also supports a healthier, more inclusive workplace. This strategic approach ensures that all employees feel supported and motivated throughout their tenure at the company.

On the scalability of Amara’s solutions, particularly in catering to organizations ranging from startups to large enterprises with thousands of employees

Amara.ai’s solutions are designed with scalability at their core, making them suitable for organizations of all sizes, from startups to large enterprises with thousands of employees. For startups and small businesses, Amara offers an affordable, subscription-based model that provides access to advanced AI-powered employee engagement tools without significant upfront costs. As these organizations grow, Amara’s flexible infrastructure allows for seamless scaling, ensuring that the platform can handle increasing data volumes and user interactions efficiently. For larger enterprises, Amara’s robust analytics and customizable features cater to the complex needs of diverse and expansive workforces. The platform’s ability to integrate with existing HR systems and software ensures smooth implementation and operation, regardless of the organization’s size. Additionally, Amara’s advanced algorithms and real-time data processing capabilities enable it to provide actionable insights and personalized interactions at scale. This adaptability and scalability ensure that Amara can effectively support the engagement, well-being, and diversity initiatives of any organization, fostering a positive and productive workplace culture as they grow.

On planning to utilize the company’s current revenue and headcount growth to drive future market penetration

We plan to leverage Amara.ai’s current revenue and headcount growth to drive future market penetration through several strategic initiatives. Firstly, we will invest in advanced research and development to enhance our AI capabilities and introduce innovative features that meet the evolving needs of our clients. This continuous innovation will help us stay ahead in the competitive HR technology landscape. Secondly, we aim to expand our sales and marketing teams to reach new markets and increase brand awareness. By building a strong global presence, we can attract a diverse range of customers and establish Amara.ai as a leader in employee engagement solutions. Additionally, we will focus on forging strategic partnerships with key players in the HR and technology sectors, allowing us to integrate our solutions into a broader ecosystem and offer added value to our clients. Lastly, we will prioritize customer success by expanding our support and service teams, ensuring that our clients receive exceptional assistance and derive maximum benefit from our platform. By aligning our growth strategies with these key areas, we are confident in our ability to drive market penetration and achieve sustained success in the global market.

On the key priorities and milestones that Amara aims to achieve in the upcoming fiscal year

In the upcoming fiscal year, Amara is excited to introduce several innovative features designed to enhance user experience and drive employee engagement. Among these new features are advanced AI-powered analytics that provides deeper insights into employee sentiment, customizable dashboards for tailored reporting, and enhanced web app functionality to ensure seamless access on the go. Additionally, we are thrilled to announce our strategic expansion into the African market. Recognizing the immense potential and dynamic growth of this region, we aim to bring our cutting-edge employee engagement solutions to businesses across Africa, helping them to foster a more engaged and productive workforce. Our commitment to innovation and global expansion underscores our dedication to sustaining Amara’s rapid growth and delivering exceptional value to our clients worldwide

June 3, 2024
BC Web Wise’s guide to email marketing: From execution to strategy

Mumbai: In today’s social-first world, email marketing is one of the tools which tends to get ignored by marketers. While we all agree that email is probably the most effective way to reach the target audience directly with personalized content, it rarely gets its pride of place among other exciting marketing tools like short-form videos and brand films.

Before we start, let’s look at some stats. Firstly a whopping 87 per cent of marketers say that email marketing is a crucial part of business success. According to a Hubspot Marketing Trends survey, 51 per cent marketers selected email marketing as the most effective channel for marketing. And if you’re still skeptical about the effectiveness of email marketing, then here’s the kicker – Email marketing offers an unbeatable ROI of $36 for every $1 spent.

BC Web Wise, a leading digital marketing agency, offers a comprehensive guide to effective email marketing, taking you from strategic planning to successful execution.

Your Effective Guide to Email Marketing

Email marketing can play an integral role across the marketing funnel by helping build brand awareness, increase consideration and lastly drive sales! It is not only a cost-effective way to reach your audience, but is also easy to track and gives you valuable insights to measure your campaign.

Here are the steps to get started on your email marketing strategy.

Step 1: Define Your Goals and Target Audience

● SMART Goals: Before you begin, make sure to establish clear and specific goals for your email marketing efforts. Are you looking to generate leads, boost brand awareness or drive sales? Ensure your goals are Specific, Measurable, Attainable, Relevant, and Time-bound (SMART).

● Know Your Audience: Make sure you spend enough time to understand your audience. You can do this by creating consumer personas and accordingly tailor your email content and messaging to the specific needs of each persona.

Step 2: Building Your Email List

● Opt-in Forms: As the digital world prepares for a ‘cookie-less’ future, it’s paramount that brands focus on first-party data collection via opt-in forms on their website, app downloads and social media platforms.

● Lead Magnets: One of the most effective ways for B2B businesses to get customers to share their email address is by sharing relevant content such as ebooks, white papers, reports, etc. On the other hand, B2C customers can offer customers discounts and offers in exchange for their email addresses.

Step 3: Crafting Compelling Email Content

● Subject Lines: This one’s a no-brainer. One of the most effective ways to drive email opens is through the effective use of subject lines. Make sure to grab the user’s attention with clear, concise, and benefit-oriented subject lines that entice them to open your email.

● Email Design: Emails offer brands the opportunity to tell their story through visually appealing designs which follow a clear structure, using high-quality images and calls to action (CTAs).

● Personalization: One of the most important features of email marketing is the ability to personalize it for the user. Additionally the audience can be segmented based on their interests, and content can be tailored accordingly.

● Compelling Content: Make sure to provide content that educates, entertains, or solves problems for your audience. Use storytelling, industry insights, and product updates to keep them engaged.

Step 4: Optimizing for Deliverability and Engagement

● Email List Hygiene: Maintain a clean email list by removing inactive subscribers to improve deliverability rates.

● Mobile-Friendly Design: Ensure your emails are optimized for mobile devices, as many users check their email on smartphones.

● A/B Testing: Test different subject lines, email formats, and CTAs to see which one resonates best with your audience and improve campaign performance.

● Analytics and Reporting: Track key metrics like open rates, click-through rates, and conversion rates to measure success and identify areas for improvement.

Step 5: Automate and Integrate

● Email Marketing Automation: Utilize email automation tools to streamline processes like welcome emails, abandoned cart reminders, and post-purchase follow-ups.

● CRM Integration: Integrate your email marketing platform with your CRM system to gain a holistic view of customer interactions and personalize communications further.

By following these steps, you can develop and execute effective email marketing campaigns that achieve your business objectives and nurture strong customer relationships.

The author of this article is BC Web Wise, senior creative director Yorick Pinto.

June 3, 2024
“Our ultimate goal is to achieve a zero percent tolerance for misleading job postings”: Anand Chandran

Mumbai: WorkIndia is one of India’s leading tech-enabled blue and gray-collar recruitment platform. The company regularly launches many campaigns on spreading awareness about fraudulent jobs and how WorkIndia is enabling candidates to directly connect with the employers to ease the process.

One such campaign is #AbBasWorkIndia, showcasing its unique calling model. This model addresses various challenges faced by blue-collar workers in the hiring process.

Indiantelevision.com reached out to WorkIndia head of growth Anand Chandran. During the interview, Chandran delved more into sharing insights of their campaign, the challenges faced by blue collar workers and more…

Edited excerpts

On elaborating #AbBasWorkIndia campaign and its main objectives

Under the umbrella theme of #AbBasWorkIndia, we had a strategic focus on three crucial aspects: addressing the urgent need for employment, facilitating direct HR interaction, and combating job market fraud.

By shining a light on these areas, our campaign aimed to acknowledge and address the intense pressure and anxiety that job seekers often face, as well as equip them with the knowledge and tools they need to navigate the complexities of the modern job market. In particular, our efforts to facilitate direct communication with HR representatives and raise awareness of job market fraud were essential in improving transparency and safeguarding individuals against exploitation.

Addressing the Urgent Need for Employment: Our initiative shed light on the intense desperation and anxiety experienced by job seekers in their quest for employment. We emphasized the detrimental effects of this pressure, such as resorting to contacting random acquaintances for job leads, leading to diminished confidence and heightened stress levels.

Facilitating Direct HR Interaction: Traditionally, candidates lack the direct avenue to communicate with HR personnel or arrange interviews independently. Through our campaign, we emphasized our unique feature of facilitating direct communication with HR representatives, thereby streamlining the process and enhancing clarity for all parties involved.

Combatting Job Market Fraud: A pivotal component of our efforts involved raising awareness about prevalent job market frauds. Our focus was particularly on blue-collar workers, who are often more vulnerable to such schemes due to limited awareness. We elucidated common fraudulent tactics, such as soliciting money from unsuspecting candidates, to empower individuals with the knowledge needed to safeguard themselves against exploitation.

On steps you have taken to ensure the authenticity of job listings on your platform

To ensure the authenticity of job listings on our platform, we’ve implemented various measures. Firstly, we actively raise awareness through campaigns and discussions on social media platforms, educating users about the risks of fraudulent job listings. Secondly, we’ve established a unique three-step filtration process tailored to combat fraud in job openings, especially for blue-collar applicants. This approach has resulted in a remarkable success rate, with only a minimal 3% of fraudulent job openings on our platform, significantly lower compared to similar platforms. Our ultimate goal is to achieve a zero percent tolerance for misleading job postings, which we aim to accomplish through the utilization of advanced systems such as Business Rule Management Systems, Profanity Filters, and a proprietary Graph Connectivity Engine. These technologies effectively combat fraudulent, vulgar jobs, and job brokers, ensuring a secure environment for genuine job seekers.

On WorkIndia educating and informing candidates about avoiding fraudulent jobs and witnessing a significant impact in reducing fraudulent activities since implementing these measures

WorkIndia takes proactive steps to educate and inform candidates about avoiding fraudulent job opportunities. We employ various strategies to achieve this goal. Firstly, we conduct feedback sessions with our candidates to gain insights into how effectively our messaging reaches our audience. Through these sessions, we gather valuable feedback on the clarity, relevance, and impact of our anti-fraud initiatives. Additionally, we engage in virtual and direct conversations with candidates, providing them with practical tips and guidance on identifying and avoiding fraudulent job listings. These efforts have allowed us to address individual concerns and tailor our advice to specific situations. Moreover, we encourage candidates to actively participate in the fight against fraud by flagging any suspicious or fake job listings they encounter on our platform. By empowering our users to report fraudulent activities, we create a collaborative environment where everyone plays a role in safeguarding the integrity of our job marketplace.

Since implementing these measures, we have observed a significant impact in reducing fraudulent activities. Not only have we seen an increase in candidates’ awareness and vigilance regarding fraudulent job listings, but we have also witnessed a rise in the number of reported incidents. This indicates a growing sense of responsibility and accountability among our user community, contributing to a safer and more trustworthy environment for job seekers. Through continuous monitoring, evaluation, and refinement of our anti-fraud initiatives, we remain committed to maintaining the integrity of our platform and protecting our users from potential scams and exploitation.

On some of the biggest challenges blue-collar workers face in the job market today

Blue-collar workers encounter several significant challenges in today’s job market. One prominent issue is the lack of access to stable employment opportunities. Many blue-collar jobs are precarious, with fluctuating demand and limited job security, leaving workers vulnerable to income instability and unemployment. Additionally, these workers often face barriers to career advancement and skills development, as opportunities for training and education may be limited in their respective industries. Furthermore, issues such as low wages, inadequate workplace safety standards, and limited access to benefits like healthcare and retirement plans contribute to the overall vulnerability of blue-collar workers. Moreover, the rise of automation and technological advancements pose a threat to traditional blue-collar jobs, leading to concerns about job displacement and the need for upskilling to remain competitive in the evolving labor market. These challenges underscore the importance of addressing systemic issues and implementing policies that prioritize the well-being and economic security of blue-collar workers.

On your main priorities for WorkIndia in the coming year

As the head of growth at WorkIndia, my main priorities for the coming year align closely with our overarching goals and missions:

Facilitating SMB Growth: One of our key priorities is to support small and medium-sized businesses (SMBs) in scaling up as part of our “Developing India” plan. We aim to provide them with access to high-quality talent and professionals who can help them grow their businesses and expand their operations. By connecting SMBs with skilled individuals who match their unique requirements, we aim to continue contributing to the economic development and prosperity of the nation.

Empowering All Indians: In line with the mission of “Vikshit Bharat,” we are committed to helping individuals from all corners of India secure meaningful employment opportunities. By leveraging our platform, we strive to foster inclusive economic participation among all citizens, regardless of their background or location. Our focus is on creating equal opportunities for every Indian to thrive in the workforce and contribute to the nation’s progress.

Promoting Platform Trustworthiness: Another critical priority is to spread awareness of our trusted platform, WorkIndia, and highlight its credibility in verifying genuine employers. We are dedicated to rooting out fraudulent activities and ensuring a secure environment for both employers and job seekers. By curating the best matches for each unique job requirement, we aim to enhance trust and reliability in the recruitment process, ultimately benefiting both parties involved.

By staying committed to these priorities, we aim to further our mission of providing meaningful livelihoods to the blue-collar workers of India.

May 28, 2024