Category: Digital

Lets get comfortable with the ‘Grey’: an invitation to marketers in the age of AI – Inspire, innovate, integrate with MMA Impact’ 2024

Mumbai – MMA Global India’s IMPACT Mumbai event concluded recently, and it was a huge success. The event took place on 24 April in Mumbai and focused on the impact of AI on marketing. It delivered a series of groundbreaking insights that redefined AI-driven marketing strategies and expanded the horizons of traditional marketing frameworks through new partnerships and insightful discussions. The event received industry-wide accolades for the cutting-edge quality of content and the stellar line-up of speakers who provided valuable insights to the attendees.

Key Highlights from MMA IMPACT Mumbai:

. Kickstarting with an inspiring address by Prasanth Kumar, MMA India Co-Chair & CEO, South Asia, GroupM, this session also featured Tushar Vyas, Chief Strategy Officer, WPP India & President, GroupM South Asia, moderated by Shibani Gharat, Anchor, CNBC – TV18. They dissected the AI adoption lifecycle, providing a clear pathway for marketers to evolve with AI-driven capabilities.

. Parul Bajaj, Managing Director & Partner, Boston Consulting Group, delivered a compelling keynote session on AI-Powered Marketing and Commerce. The session dove deep into how CMOs are thinking about AI, the highest impact AI-led use cases and the most critical factors that will be needed to succeed in this journey.

. A panel featuring Senior Marketers from HDFC Bank, Marico, DSP Mutual Fund, moderated by Devika Sharma, MMA India Board Member; VP and GM – India, InMobi, explored beyond conventional AI applications, showcasing how AI fosters deeper consumer connections and smarter experiences.

. Vijay Iyer, MMA India Board Member; Director, Amazon Ads India, illuminated the shift to Retail Media 2.0, emphasizing its transformative impact on marketing funnels and consumer interaction.

. Rohit Bhasin, MMA India Board Member; President and CMO, Kotak Mahindra Bank, articulated the strategic integration of AI in business practices. “AI is not just a technological upgrade; it is a paradigm shift in understanding customer intricacies and delivering on their expectations with unprecedented precision,” commented Bhasin.

. Rajeev Raja, Founder and Soundsmith, BrandMusiq, began his address with enchanting tunes, going on to then delve into the emotional dimensions of AI in sonic branding and highlighting its profound impact on digital consumer engagements.

. Experts from Nielsen, ITC, and India Today tackled the evolving metrics of media measurement in a ‘crumbling’ cookieless world, outlining the next steps for data privacy and accuracy with a tinge of humor.

. The session with AI Advisory members from Netcore Cloud, Tata Consumer Products, Microsoft, and JioAds and ReBid broke down real-world AI applications, offering tangible examples that underscore AI’s versatility across market sectors.

. A pivotal discussion on ethical AI deployment featured Marketing Leaders from Glassbox Ventures, Mondelez, House of Masaba, and Publicis Production, moderated by Pratik Gupta, MMA India Board Member; Founding Partner, Zoo Media, emphasizing the much-debated responsible AI use within marketing frameworks.

. Sunita Bangard, MMA India Board Member; Group Head – Consumer Insights and Brand Development, Aditya Birla Group, and leaders from Federal Bank, TATA AIA, Beam Suntory, Raymond, and EY outlined why marketers have a “seat at the table” in the growth of AI. This session have a cutting-edge perspective on the AI-marketer relationship in India – shedding light on how “marketers are evolving to media companies”.

. Leading practitioners of Generative AI from Affle, SAS, Haptik, and Accenture tackled frequently asked questions about GenAI. They provided clarity and actionable insights for marketers looking to adopt these tools, showcasing how AI will augment marketers rather than replace them.

Moneka Khurana, Country Head & BOD Member, MMA Global India, set a transformative agenda, encouraging the industry to get comfortable with the ‘grey’ .As she said in her opening remarks, “Let’s embrace the grey areas and ambiguity, as it is in these spaces where true innovation and wisdom lie. It might not be easy to do this alone, so the best way is to join hands and walk the path together, enabled through MMA communities and platforms like Impact. As we know, AI will continue to permeate our lives and be our co-pilot, with you being on the driver’s seat. At Impact, we debunk numerous myths, decode hard questions, and bolster confidence to navigate through uncertainties with collective intelligence. This allows us to see ambiguity as a growth opportunity, backed by a curated agenda to address deep-rooted aspects of how marketers can walk the talk and leverage it for business outcomes.”

AI is fundamentally reshaping the way we approach business. It’s not just enhancing our existing processes; it’s revolutionizing how we envision growth and success. With AI, we can make informed decisions that minimize costs and maximize efficiency. By integrating AI into our core strategies, we unlock unprecedented growth opportunities and move beyond traditional boundaries to discover new potentials in marketing and customer engagement.

As IMPACT Mumbai 2024 drew to a close, participants left not just with enhanced knowledge but with actionable strategies to harness AI within their marketing frameworks. The day-long conference cooled off with a lavish soiree with drinks, snacks and networking – an exclusive marketer-only gathering of C-suite execs.

April 29, 2024
Arkreach unveils AI-powered contextual sentiment analysis

Mumbai – Arkreach has announced the launch of its groundbreaking AI-powered Contextual Sentiment Analysis tool. This innovative technology, developed using a sophisticated Large Language Model (LLM) trained on a corpus of 60 million articles across 50 languages, marks a significant advancement in the field of communications analytics.

Arkreach’s new feature enables communications professionals to precisely analyze the ‘contextual’ sentiment around specific entities like brand mentions, product names, or key spokespeople directly through their dashboards. Traditional tools, which typically provided broad article-level metrics, often missed the nuanced sentiments crucial for strategic decision-making.

“In the digital era, communications metrics must evolve. I’m thrilled to unveil Arkreach’s game-changing AI-driven Contextual Sentiment Analysis. This innovation redefines precision in communications analytics, pushing us beyond traditional metrics to embrace detailed, contextual insights rooted in News Consumption Behavioral Data,” said Arkreach chief strategy officer Vishal Sharma.

“For years, the industry has struggled with the limitations of traditional sentiment analysis tools. Our new AI-driven Contextual Sentiment Analysis not only pinpoints specific sentiments but also provides the depth of understanding our clients need to effectively tailor their communications strategies,” said Arkreach CTO Neeraj Kumar.

This technology is especially useful in complex scenarios where multiple entities or issues are discussed. For example, in media coverage about Jio’s 5G initiatives, regulatory interactions, and leadership, Arkreach’s tool can differentiate and highlight the positive sentiments around the 5G rollout and leadership, despite any negative tone of the article.

Arkreach’s AI-powered tool doesn’t just refine sentiment analysis—it transforms it. By enhancing the granularity of analysis and changing how communications professionals monitor public perception, the tool sharpens communications strategies with unprecedented accuracy. Additionally, the platform’s support for a comprehensive array of languages ensures that no matter where communications needs are focused, from Mumbai to Moscow or Mexico City, Arkreach is equipped to provide accurate, contextual insights.

Top supported languages include:

Asia: Languages such as Mandarin Chinese, Hindi, and Japanese

Europe: From English and French to Russian and Serbian

Middle East and North Africa: Including Arabic and Persian (Farsi)

Americas: Covering English, Spanish, and Portuguese

Africa: With languages like Swahili and Amharic

This extensive language capability empowers communications teams across the globe to leverage contextual sentiment analysis, ensuring no key insight is lost in translation.

April 25, 2024
Building a brand story: Creating a unique identity for your restaurant online

Mumbai: In the modern era of digital connectivity, creating a distinct brand identity for your restaurant online is essential to stand out in a crowded market. Your restaurant’s brand story is the narrative that communicates its unique personality, values, and vision. A compelling brand story can attract customers, foster loyalty, and differentiate your establishment from competitors. Here are some strategies for building an authentic and engaging brand story for your restaurant online.

1. Define Your Brand’s Core Values

Start by identifying the core values that form the foundation of your restaurant. Consider your culinary philosophy, commitment to sustainability, or dedication to community involvement. These values will guide every aspect of your brand story, from your menu offerings to your online content. Clearly articulating your values helps customers understand what your restaurant stands for and builds trust in your brand.

2. Develop a Unique Visual Identity

Your visual identity is the first impression potential customers will have of your restaurant online. It includes elements such as your logo, color palette, typography, and imagery. Work with a skilled designer to create a cohesive and distinctive visual identity that aligns with your brand’s values and style. This identity should be consistent across your website, social media profiles, and marketing materials.

3. Share Your Origin Story

Every restaurant has a story behind its creation, whether it’s a family tradition, a passion for a specific cuisine, or a dream turned reality. Sharing your origin story helps humanize your brand and creates an emotional connection with your audience. Use your website and social media platforms to tell this story through blog posts, videos, or interviews. Let customers know why you started your restaurant and what drives your passion.

4. Create High-Quality Content

Quality content is key to engaging your audience and building your brand story online. Share content that showcases your restaurant’s expertise and personality. This could include behind-the-scenes glimpses of your kitchen, interviews with your chefs or staff, or recipes and cooking tips. High-quality photos and videos are particularly effective at conveying your restaurant’s ambiance and culinary offerings.

5. Showcase Your Unique Offerings

What sets your restaurant apart from others? Is it your innovative menu, exceptional service, or unique dining experience? Highlight these distinctive offerings in your online content. Use social media to showcase your dishes, special events, or themed nights. By emphasizing what makes your restaurant special, you create a memorable impression and give customers a reason to choose your establishment.

6. Engage with Your Audience

Building a strong online presence requires active engagement with your audience. Respond to comments and messages on social media, encourage customer feedback, and participate in conversations relevant to your industry. By being approachable and responsive, you foster a sense of community around your brand and build lasting relationships with your customers.

7. Collaborate with Influencers and Partners

Collaborating with influencers and other local businesses can help amplify your brand story and reach new audiences. Partner with influencers who align with your brand values and can authentically promote your restaurant. Collaborate with local businesses to create cross-promotional opportunities and strengthen your ties within the community.

8. Monitor and Adapt Your Strategy

Building a brand story is an ongoing process that requires regular monitoring and adaptation. Use analytics to track the performance of your online content and identify areas for improvement. Pay attention to customer feedback and be open to evolving your strategy based on changing trends and preferences.

Conclusion

Creating a unique brand identity for your restaurant online is a powerful way to connect with your audience and differentiate your establishment from competitors. By defining your core values, developing a strong visual identity, sharing your origin story, and engaging with your audience, you can craft a compelling brand story that resonates with customers. Through consistent effort and creativity, you can build a loyal following and establish your restaurant as a beloved part of the online community.

The following article is attributed to Tonino CEO & managing partner Parmeet Singh Sawhney.

April 20, 2024
AGenC – Revolutionising the creative industry with AI-powered innovation

Mumbai – AGenC, the cutting-edge AI-powered marketing partner, officially launched on April 6th, heralding a new era in content creation and management. With a commitment to leveraging advanced AI and Machine Learning technologies, AGenC offers unparalleled speed, efficiency, and creativity to its clients.

AGenC’s innovative platform operates on a monthly subscription model, granting clients access to a wealth of features and resources. Subscribers can unleash their creativity by generating up to 30 ideas per month, with the flexibility to adjust settings with each renewal. Additionally, for those requiring extra campaign creation, AGenC’s unique token system provides on-demand access to additional idea generation.

With AGenC, clients can expect a seamless and intuitive experience, empowering them to unlock their creative potential and drive unparalleled success in their marketing endeavors. Whether it’s crafting compelling ad campaigns, devising captivating social media content, or generating engaging blog posts, AGenC stands as the ultimate AI marketing partner, propelling businesses to new heights of innovation and profitability.

What sets AGenC apart is its ability to achieve scale and flawless consistency across multiple touch-points & platforms. The consistency is not just in brands tonality and character but also in the distinguished way, every platform demands to be spoken on. This allows brands to build a strong brand universe while speaking to every target audience in a more Personalised & Contextually relevant manner.

The World of AI Supported Content awaited exploration within AGenC’s ecosystem, offering a comprehensive 360° communication model. From long-form content to Performance Marketing, Community and Social Engagement to Marketing Automation, and beyond, AGenC’s Phase 1 launch provided text support across a diverse range of fields, all enhanced by the precision of AI.

“Our partnership with clients is paramount,” said AGenC co-founders Rishabh Kapoor & Shruti Mohan. “We believe in providing tailor-made solutions for each brand, ensuring their uniqueness is reflected in every aspect of their account. At AGenC, we’re dedicated to revolutionizing the creative industry by marrying AI technology with human ingenuity. Our platform empowers businesses to unleash their creativity like never before, driving tangible results and fostering meaningful connections with their audience. With AGenC, the possibilities are limitless, and we’re excited to embark on this transformative journey with our clients.”

April 8, 2024
WebEngage deepens data science and AI capabilities with an Aquihire

Mumbai: WebEngage, a full stack Retention Operating System, today announced a significant bolstering of its data science and AI practice with the acqui-hiring of the talented Data Scientists from Propellor.ai. This strategic move is aimed at leveraging the billions of data points in the WebEngage CDP to enable clients with comprehensive best in class verticalized analytics and AI driven solutions as Predictive Segmentation, Recommendations and persona building.

WebEngage is intensifying its focus on demonstrating deeper value delivery and ROI from the engagement via a data-enabled Retention Consulting practice. Despite billions of data points and powerful engagement capabilities, the adoption of the platform has room to grow substantially. Unlike acquisition-first advertising platforms like Google and Facebook which have matured over the last couple of decades, the retention and user engagement space is still relatively new and talent supply in the ecosystem is in nascent stages.

“Unlike productivity SaaS, WebEngage is uniquely placed to make a 20-40% impact on a customer’s revenue and profit metrics. Marketers across the world use ~ 20% of their retention tech stacks, limiting the ROI and impact they draw from it. We saw a clear need to deepen our advisory interventions to help move the needle for them. The exceptional team of Data Scientists will now supercharge how we leverage our customers’ data to deliver value. We’re calling this skin-in-the-game consulting because we only win if our customers win,” said WebEngage co-founder & CEO Avlesh Singh.

Abhijat Shukla, the 20 year veteran Data professional and the founder of Propellor says, “I’m excited to find such a vast playground to deploy all the skills and lessons with me and my team on delivering deep insights in easily consumable ways that can enable effective decision making. Data-hungry customers are in for a treat.”

Blume Ventures managing director Karthik Reddy, an investor with WebEngage says, “WebEngage has a tradition of accelerating product sophistication, driven by their customers’ needs. As an investor, we are proud to see this enhanced approach to a data and advisory practice. This can be orbit-shifting in terms of utilization of data for even better retention for the client’s customers. Propellor now means an even more impactful WebEngage inside more global consumer marketing teams.”

April 5, 2024
MIS 2024: The Evolution of Advertising: Ever – Changing Trends in Television Space

Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed to bring together minds from the Brand, Media, Advertising, Digital & TV fraternity to explore the ever-evolving landscape of Content, Adtech, Martech, Metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day – long affair is to make sure to tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.

The panel was moderated by Indian Television.com Group founder, chairman & editor in chief Anil Wanvari along with the panelists Polycab head digital marketing Tanushree Jain, SYSKA Group head marketing Amit Sethiya, Laboratories Ltd. India AVP Media Raghavendra Katte and Shemaroo Entertainment, Sandeep Gupta

The session provided an overview of the ever-changing trends in the evolution of television advertising, with a keen focus on potential disruptions, emerging technologies, and the industry’s strategic response to future challenges.

Jain emphasized the imperative for television to embrace more technology and content that resonates with consumers’ preferences. She said, “With digital offering targeted and measurable last-mile conversion, television needs to incorporate more technology and content that resonates with consumers’ preferences.”

Sethiya highlighted the brand’s significant presence built through television advertising over the past decade. His insights underscored the enduring value and impact of television as a medium for brand building and reaching diverse audiences.

Katte delved into the marketer’s dilemma, emphasizing the importance of targeted approaches in advertising. He told, “The marketer has a choice, they can either participate in ad avoidance by being part of inventory without detailed targeting, or they can opt for targeted approaches where their information is actively sought out.”

Gupta shed light on the evolving strategies of content providers and creators in television. He said, “Content providers and creators in television are exploring ways to monetize their content more effectively, adapting to changes in the industry.”

Overall, as the industry continues to evolve, embracing technology, targeted approaches, and innovative content strategies will be crucial for brands and content creators alike to thrive in an ever-changing landscape.

April 5, 2024
ASCI Academy launches ‘Responsible Influencing E-learning Course’

Mumbai: ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has introduced the ‘Responsible Influencing Course’ e-learning certification, designed to support content creators be compliant with the ASCI code and the law, and uphold ethical standards and transparency in the influencer marketing industry.

The interactive, two-hour course is broken into 21 small snippets which cover diverse topics. These include, shaping change by embracing self-regulation as an influencer, the power of transparency in embracing authenticity, decoding core concepts of influencer marketing, providing a nuanced understanding of the ASCI code and guidelines with relevant case examples. Additionally, the course addresses regulatory and platform-specific guideline requirements. A dedicated section focuses on the power of disclosures addressing issues like who should disclose, how and why to disclose and the specific requirements for disclosures. There are other interesting topics like influencer archetypes, brand engagement checklist, and more, ensuring an overall engaging and exciting learning experience.

In today’s digital age, creators play a pivotal role in shaping consumer perception and behaviour, making them essential partners for advertisers seeking to reach broader audiences. The course is crafted to equip influencers, content creators, agencies and influencer marketing experts with the knowledge and skills needed to navigate regulatory standards, maintain audience and brand trust, and ensure that they are on the right side of ethical advertising. Upon successful course completion and assessment, participants will be awarded the ‘Responsible Influencing Certificate’. This certificate signifies their dedication to ethical endorsement practices and proficiency in adhering to responsible influencer guidelines, enhancing their professional credibility within the industry.

ASCI CEO & secretary general Manisha Kapoor said, “With so many young and new content creators, it is an exciting time for the advertising industry. It is important that consumer and brand trust remains high in this exciting channel of communication. We want to support influencers to stay on the right side of advertising regulations and codes, so that they are able to keep themselves safe, and have a long and sustained career. With increased scrutiny on influencers and content creators, it is important that they build familiarity with the rules and regulations that surround advertising. The course simplifies the regulatory landscape, and influencers who take the course can be more confident in their endorsements. We also expect brands to prefer creators who have shown their commitment to honest influencing by doing this course.”

April 5, 2024
“The core of CoRover’s platform’s conversational capabilities is BharatGPT”: Ankush Sabharwal

Mumbai: CoRover is the world’s first and the highest ROI delivering human-centric Conversational and Generative AI platform; which is secure, scalable and reliable; equipped with patent-pending tech (based on AI, ML, NLP, AR & VR); and powers Multi-Format (AI VideoBots, AI VoiceBots, AI ChatBots), Multi-Lingual (100+ Languages) and Multi-Channel/Omni-Channel AI Virtual Assistants being used by 1 Billion+ Users. Video-Voice Commerce Virtual Assistants is one of our USP, which facilitates end-to-end transactions including payment.

The company is on a mission to enable users to talk to any system the way they talk to an intelligent person. Indiantelevision.com caught up with CoRover co-founder & CEO Ankush Sabharwal where he shared numerous insights most notably on the role of Gen AI shaping the landscape of technology, BharatGPT and more…

Edited excerpts

On the role of Generative AI in CoRover’s platform and how it enhances the conversational experience for users

The core of CoRover’s platform’s conversational capabilities is BharatGPT, a type of generative artificial intelligence. Our platform is able to respond to user requests in a dynamic and relevant to context manner because of this cutting-edge Generative AI technology. Because BharatGPT understands the subtleties of human language, unlike rule-based systems, our chatbots and virtual assistants can have more casual and tailored conversations with users. Users’ conversational experience is greatly improved by Generative AI through the facilitation of interactive and customised interactions. It makes it possible for our platform to respond to complicated queries, mimic human-like speech, and fluidly adjust to various situations. In the end, enhancing customer value, simplicity, and efficiency across interactions with CoRover’s platform is largely dependent on generative AI.

On CoRover’s technology leveraging real-time analytics and data science to provide actionable insights for clients

CoRover’s technology leverages data science and real-time analytics to glean insightful information from user feedback and interactions. Our system finds significant trends, preferences, and areas for development by continuously evaluating a variety of data sources, including chat logs, user reviews, and interaction patterns. These insights enable businesses to maximise their overall strategy, make data-driven decisions, and improve the performance of their chatbots and virtual assistants.Furthermore, real-time analytics give customers the ability to track the success of their conversational AI solutions in real-time, allowing for quick adaptations to shifting consumer preferences and market conditions. To put it briefly, CoRover’s platform uses data science and real-time analytics to produce actionable insights that support clients’ conversational AI initiatives and encourage ongoing improvement.

On partnerships with companies like Microsoft, Accenture, and Google

CoRover works closely with major players in the market, such Microsoft, Accenture, and Google, to take advantage of their knowledge, assets, and broad networks when entering new areas. These strategic alliances enable cooperative go-to-market plans by fusing CoRover’s cutting-edge conversational AI technologies with these companies’ platforms and services. This makes it possible to provide their respective client groups with all-inclusive solutions. CoRover successfully expands into new markets, industries, and geographical areas through cooperative marketing campaigns, sales activities, and co-creation of customised solutions. Furthermore, the affiliation with prominent industry participants such as Microsoft, Accenture, and Google bolsters the legitimacy and dependability of CoRover’s offerings, promoting market uptake and propelling expansion. In the end, these collaborations are essential to CoRover’s ability to investigate fresh prospects for

On giving a brief overview of BharatGPT and how is it different from other Gen AI

BharatGPT, a special generative AI model designed for Indian languages and settings, was created by CoRover. BharatGPT is trained on a broad dataset that includes the linguistic subtleties, cultural allusions, and regional dialects that are common in India, in contrast to generic Generative AI models. With this specific training, BharatGPT can produce responses with higher accuracy, contextual significance, and cultural awareness in languages like Tamil, Bengali, Hindi, and others.As opposed to other generative AI models, BharatGPT focuses on catering to the unique language and cultural quirks of the Indian market. BharatGPT provides consumers with a more genuine and interesting conversational experience by comprehending and utilising these intricacies in its responses. Furthermore, BharatGPT can handle a variety of queries with ease.

Furthermore, BharatGPT is skilled in responding to a broad range of questions and subjects pertinent to Indian users, such as regional news, localised services, and cultural allusions. BharatGPT’s specialisation makes it perfect for use in Indian contexts for tasks like customer service, teaching, content development, and more. It is a useful tool in many industries, increasing user pleasure and engagement due to its capacity to understand and adapt to the particular language and cultural requirements of Indian users.

On perceiving CoRover’s impact on the Indian tech landscape, particularly in the field of conversational AI and customer engagement solutions

From the perspective of the Indian tech scene, CoRover has had a significant influence, especially in the areas of consumer interaction and conversational AI. CoRover’s cutting-edge AI-powered chatbots and virtual assistants have enabled businesses in a variety of industries to improve customer experiences, optimise workflows, and spur expansion. Businesses’ customer relationships have been transformed by CoRover’s creative conversational AI solutions, ushering in a new era of tailored engagement. CoRover’s virtual assistants use natural language processing and machine learning to provide personalised experiences that increase client pleasure and loyalty. Moreover, companies have been able to successfully reach and service a variety of client groups thanks to CoRover’s proficiency in enabling multi-format, multi-lingual, and multi-channel engagements.

The effect that CoRover has had on customer engagement solutions is also remarkable. CoRover gives businesses access to real-time analytics and data science, which helps them get insightful knowledge about the behaviour and preferences of their customers. This priceless information guides enhancements to product offers, marketing plans, and customer support procedures.CoRover’s strategic alliances with major tech behemoths like Microsoft, Accenture, and Google further enhance its prominence in the Indian tech industry. These partnerships strengthen CoRover’s position as a leader in conversational AI and consumer engagement solutions while also broadening its sphere of influence inside the Indian IT sector.

On envision as the next steps for CoRover in further influencing the tech landscape

CoRover has a number of strategic initiatives in place to broaden its market reach, provide customer value, and spur innovation as part of its plan to further advance its impact on the tech scene. In order to improve its AI skills, the company will give continuing research and development top priority. It will concentrate on developments in machine learning algorithms, conversational AI technologies, and natural language comprehension. As a result, CoRover will be able to provide its customers with solutions that are more intelligent, contextually aware, and individually tailored. Furthermore, CoRover will investigate ways to increase its market share in both vertical and horizontal markets, customising products to fit the unique requirements of various industries and companies. To effectively meet changing market demands, this may entail creating industry-specific offerings, forming strategic alliances, and entering new markets.

The core of CoRover’s approach is its dedication to providing value to customers by being aware of their changing needs, offering prompt assistance, and constantly improving its products in response to user input. CoRover strives to build enduring relationships and encourage customer loyalty by placing a high value on customer-centricity. In the future, CoRover sees its state-of-the-art artificial intelligence technologies being important in influencing how businesses and consumers engage digitally around the globe. The corporation wants to make a big effect in a lot of different areas and maintain its leadership position in the tech sector. CoRover will pursue strategic alliances, ceaseless innovation, and an unrelenting commitment to customer success in order to realise this vision.

April 3, 2024
Behind the scenes: Crafting memorable characters in ad films for maximum impact

Mumbai: “Welcome to Apple, welcome to Apple. Hi, I’m Tim.” — If these words don’t ring a bell, you’re probably living under a rock.

Apple’s incredibly self-aware campaign featuring the aptly cast Octavia Spencer and Tim Cook, made everyone sit up and take note (and how!). It served as a wake-up call (a gentle nudge, perhaps?) even for the tech giants themselves.

The ad wasn’t without its detractors (though I stand firmly on the other side of the fence). But what truly shines is the ingenious use of Mother Nature as a character delivering a stern message, proving that even the pioneers of technology can’t escape her watchful eye.

The art of captivating in 30 seconds

The advertising world thrives on crafting powerful visual narratives that reel audiences in within a limited timeframe – think 30-40 seconds, tops. Every beat counts. From catchy slogans to imaginative scripts, from celebrity endorsements to impactful social statements, the ultimate goal is to leave a lasting impression.

One well-worn advertising tactic is the “Fluent Device”. This strategy involves creating mascots with an overwhelmingly positive or humorous vibe that become synonymous with the brand. Think Ronald McDonald, the iconic clown mascot of McDonald’s, or the Pillsbury Doughboy and Energizer Bunny. These instantly recognisable mascots can become a brand’s cornerstone, especially in a crowded marketplace vying for consumer attention and loyalty.

Another popular trope is the star-studded commercial. In India, for example, celebrity endorsements have proven incredibly successful. However, character development can be a significant hurdle. Only a rare few brand-celebrity-agency collaborations truly succeed in hammering home a message by portraying a well-known face in an unexpected light. Often, they opt for a full-on glam approach, hoping to grab viewers’ attention. And hey, it works in India!

The power of emotion and originality

Adorable children and pets are another favorite advertising trope, perfect for conveying heartwarming messages. When executed thoughtfully, it’s a recipe for success. Some of the most iconic ads fall into this category, featuring endearing characters and storylines that instantly captivate audiences.

A personal favourite is Hutchison’s “boy and the dog” ad, masterfully crafted by Ogilvy. This ad doesn’t miss a beat, delivering a near-perfect message with an unforgettable tagline: “Wherever you go, our network follows.” You might forget the brand, but not the tagline. It was 10/10. Period.

The art of the “alternative message”

Now on to my favourite advertising category: the “alternative message”. This is a notoriously challenging approach but immensely satisfying when executed right. Imagine taking a brand’s core message and weaving a narrative that initially seems to sidestep it entirely. Viewers are left puzzled, wondering where the ad is headed. Here’s the magic: the storyline builds such a unique premise that it reels viewers in with the question, “What’s next?” The climax explodes with a connection so unexpected (oftentimes bizarre) that it leaves audiences in awe, amusement, and surprise all at once.

The sheer oddity of the connection fuels the audience desire to see the ad again, simply for another 30-second rollercoaster ride. This is why we call it “alternative messaging.” Think of the Happydent “Sparkling Smile Palace” ad – a triumph of exceptional craftsmanship and originality. The iconic Fevicol ads tread a similar path, both prime examples of what we can call delightful hyperbole, captivating narratives, and a true creator’s delight.

The winning formula

Beyond all the technical jargons, there’s a crucial element to crafting a knockout campaign: a brand willing to embrace creative freedom and a team of visionary mavericks ready to push the boundaries of storytelling. By wielding impactful creative tropes, punctuated by captivating narratives and well-developed characters, the brand-agency alliance can forge messages that resonate with audiences for generations to come. And if all else fails, well, there’s always the CEO option – just ask Tim!

The article has been authored by WeInvert founder & CEO Anjan Purandare.

March 27, 2024
ASCI joins hands with Lexplosion on whitepaper, “Privacy & Progress: Pillars of Digital Bharat”

Mumbai: To understand the implications of Digital Personal Data Protection Act (DPDPA) in advertising, the Advertising Standards Council of India (ASCI) in collaboration with legal firm Lexplosion released a whitepaper, titled “Privacy & Progress: Pillars of Digital Bharat,” at an event in Mumbai. The whitepaper aims to empower stakeholders with actionable knowledge to thrive in the evolving digital landscape.

The event also featured insightful panel discussions with experts aimed at addressing the implications of the DPDPA and its impact on businesses, consumers, and the internet ecosystem at large.

The whitepaper, “Privacy & Progress: Pillars of Digital Bharat” articulates the stupendous growth and opportunities that the internet has provided for business and individual growth across town class and social strata while reflecting on the growing privacy concerns amongst consumers. The whitepaper is based on insights gleaned from diverse perspectives, offering a holistic understanding of the DPDP Act’s implications for advertisers.

Advertising is the fuel that allows for low/no-cost internet access and is an integral part of this ecosystem. The paper delves into the aspects of preparedness of Indian advertisers for the new Act and articulates the challenges and opportunities ahead. It provides stakeholders with guidance on navigating the labyrinth of compliance requirements while fostering a culture of privacy-sensitive innovation. The white paper sheds light on the need for consent which is informed, but also meaningful. To navigate issues such as consent fatigue, and ease of use, and to provide personalised and more meaningful experiences, the white paper suggests that privacy needs to be an integral part of design and advocates for privacy enhancing technologies to be adopted. This would ensure that advertisers not only comply with regulatory mandates but also cultivate trust and credibility among consumers. The paper highlights the need for an approach that balances privacy and progress, both of which are fundamental to a vibrant and sustainable internet economy.

The White Paper also encapsulates insights on this complex issue, gathered from a cross section of businesses across sectors including organisations such as HUL, Google, Dream11, Pepsico, MakeMyTrip, White Rivers Media, Pidilite, UB and Leadsquared.

ASCI CEO & secretary general Manisha Kapoor said, “The DPDP Act is a significant milestone in India’s digital landscape, underlining the critical importance of data protection and consumer rights. For a thriving internet-based economy, advertising is a huge enabler, and we need to provide solutions that respect consumer privacy without creating friction for end users and businesses. All stakeholders need to be in constant dialogue to collaborate on approaches that are native, transparent and fair, even as the internet and its uses rapidly multiply. ASCI is committed to facilitating discussions and providing guidance on advertising-related matters to ensure a fair and vibrant digital future for India.”

Lexplosion founder Indranil Choudhury said “We are delighted to have collaborated with ASCI on bringing this very important and timely whitepaper. We have been working with our clients for the past few months in fine tuning the strategies that go into DPDP compliance. We have shared insights and understanding from our work with various advertisers that can guide the industry in this regard. Such conversations and whitepapers go a long way in building dialogue, supporting compliance, and collaboratively paving a way for the future.”

March 22, 2024