ITV

Category: Digital

  • Cheil’s Experience Commerce secures social media mandate for western refrigeration

    Cheil’s Experience Commerce secures social media mandate for western refrigeration

    Mumbai:  Experience Commerce; an integrated digital agency within Cheil Network, has won the annual social media mandate for western Refrigeration;  commercial refrigeration equipment manufacturer. This significant win comes after a rigorous multi-agency pitch process and positions Experience Commerce to spearhead and execute comprehensive social media campaigns for Western Refrigeration across various social media platforms i.e., Instagram, LinkedIn, Facebook and Youtube.

    As part of this strategic partnership, Experience Commerce will focus on enhancing Western Refrigeration’s digital presence by elevating brand awareness, engaging the target audience, and driving organic growth on social media platforms.

    The agency’s approach will include showcasing product excellence, fostering customer engagement, and building brand loyalty through compelling and informative content. The emphasis will also be on developing thought-provoking posts to encourage audience interaction, sharing, and advocacy, expanding the reach and visibility of the Western Refrigeration brand.

    Additionally, the agency will also emphasise the company’s sustainability and environmental responsibility initiatives, aligning with the values of eco-conscious consumers and enhancing the overall brand image. The comprehensive strategy aims to build a vibrant and active community for the brand but also generate high-quality leads for sustained business growth.

    Western Refrigeration, executive director Parmeet Singh commented, “With a legacy of over 50 years Western Refrigeration has witnessed exponential growth which has helped it become a Market Leader. Beginning this year, we are committed to making substantial investments in fortifying our digital presence and harnessing the power of social media to showcase the excellence of our products and engage with our consumers digitally.

    After a meticulous selection process for our social media partner, we chose Experience Commerce based on their innovative pitch and demonstrated expertise. We eagerly anticipate a successful partnership that will further solidify Western Refrigeration’s standing as a trusted industry leader. he added.

    Experience Commerce VP – business development Meera Ghare expressed enthusiasm about the partnership, stating, “We are thrilled to collaborate with Western Refrigeration to enhance their digital presence. Our strategic approach aligns with their business objectives, and by amplifying the brand’s unique selling points, we are confident in delivering compelling and tactful social media strategies that will elevate the brand’s position in today’s digital market.”

    With over 16 years in the industry, Experience Commerce is a full-service digital native agency that specialises in providing end-to-end marketing solutions to brands. By leveraging compelling data insights and creativity, the agency aims to create brand experiences that drive revenue for its clients.

    This collaboration between Experience Commerce and Western Refrigeration is poised to inject a fresh perspective into the brand’s social marketing strategies, cultivating a vibrant community and enabling the brand to forge a positive digital image among its consumers, contributing effectively to its business objectives.

  • Google to roll out Tracking Protection feature

    Google to roll out Tracking Protection feature

    Mumbai: On 4 January, Google announced on their blog post that it will begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default, allowing marketers time to adapt before their complete removal by the end of the year.

    They will roll out this feature to one per cent of Chrome users globally, a key milestone according to them in the Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority.

    Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences — like helping viewers log in or showing relevant ads.

    With this move, advertisers are likely to face challenges, especially in terms of conversions, as many third-party programmatic platforms heavily depend on cookies for data. Furthermore, programmatic platforms may seek to mitigate the impact by considering price hikes for their services. These shifts underscore the evolving landscape of digital advertising, posing challenges for advertisers and reshaping industry dynamics.

    Lets see what the industry experts have to say whether this move is beneficial to the marketeers, digital players and how it will impact them…

    Edited excerpts

    TheSmallBigIdea lead- performance marketing Sharath Madhavan

    Google’s Tracking Protection benefits users by enhancing privacy through limiting cross-site tracking. The main advantages include improved online security, reduced personalized ad targeting, and a potential decrease in intrusive online experiences.

    Advertisers may face challenges with conversions due to the restriction on third-party cookies. This hampers the data flow crucial for personalized targeting, potentially impacting ad relevance. Advertisers may need to adapt strategies, focusing on first-party data and alternative targeting methods to mitigate the impact on programmatic platforms heavily reliant on cookies.

    Efficacy Worldwide founder & CEO Vishnu Sharma

    Google’s tracking protection is introduced to safeguard consumers online privacy while ensuring that they still receive personalized experiences. It involves various measures and technologies to limit the tracking of the online activities by third-party websites and advertisers. By implementing features like cookie controls, privacy settings, and restrictions on data sharing, Google aims to give users more control over their personal information. This way, consumers can browse the web with peace of mind, knowing that their privacy is being respected.

    Content creator Akshat Tongia

    Adapting to Google’s Tracking Protection marks an effective transition for digital influencers, presenting both challenges and benefits. Indeed, it could create hurdles in terms of conversions, particularly for those heavily reliant on cookie data. However, there’s a positive side – it encourages a more authentic connection with our audience.

    Adjusting to this shift requires rethinking our approach. Instead of solely relying on data from third-party cookies, we now have an opportunity to prioritize creating high-quality content and fostering genuine connections.

    The positive aspect is that this move guides us towards a more transparent and ethical digital space. It prompts us to tap into our creativity and storytelling skills, showcasing that we offer more than just data-driven content.

    While the journey ahead might encounter some obstacles, consider it a chance to stand out. By delivering content that resonates authentically, we can build trust with our audience and thrive in this evolving digital landscape.

    So, even though the initial adjustment might seem puzzling, the long-term benefits include a more resilient and trustworthy digital space. This shift is a chance for us to welcome change, innovate our strategies, and ultimately grow stronger as influencers. Let’s see it as a step towards progress and an opportunity to redefine the standards of digital influence in a more considerate era.

  • SLCM introduces ’Krishi Quality Janch Kendra’

    SLCM introduces ’Krishi Quality Janch Kendra’

    Mumbai: Sohan Lal Commodity Management (SLCM) Group, India’s largest one-stop post-harvest Agri logistics player and warehouse service provider, has taken a landmark step in the Indian agri space with the launch of physical “Krishi Quality Janch Kendra” an AI ML empowered solution that is set to revolutionize food grain Quality Check in India. Aimed at facilitating farmers, traders, FPOs as well as corporate entities involved in QC of food grain, a total of 31 centres have been opened in the initial phase of the initiative across Delhi and Madhya Pradesh. This is a defining step in Agri eco system in India when we consider these 31 in light of the fact that only a few hundred food grain testing centres have been set up till date across India since independence. SLCM intends to establish at least 600 more Krishi Quality Janch Kendra Centre’s across different parts of the country till the end of February 2024.

    An extension of SLCM’s flagship Agri Reach QC module an AI ML driven application, the first ever NABL-accredited food grain QC mobile app, Krishi Quality Janch Kendra is further a strong push for SLCM’s cohesive Digital platform that encompasses Quality check, Warehousing Management solution, Agri eco system Listing as well as a Third-Party platform that facilitates hand shake between commodity Buyers and Sellers. This is yet another 1st in the agri industry. The move strengthens the phygital ecosystem ushered in by the Group by integrating physical centers with digitization. While the platform already has over 1 lakh listings of various stakeholders of the Indian agri industry, more than 500,000 more members of the community are likely to be connected by the end of the financial year.

    Speaking about the initiative, SLCM CEO & founder Sandeep Sabharwal said, “We are moving towards a new era, ensuring fair price for the farmers as well as food security of the nation. There are just 161 State Seed Testing Laboratories and six Central Seed Testing Laboratories in India. For farmers and traders, a quality check of the crop/grains entails travelling long distance, spending hours at the centres, and spending huge amounts in the process. We understand the technological barriers for our farmers, and hence centres such as Krishi Quality Janch Kendra at major marketplaces are designed to maximise the benefits for all and eventually foster a transformation in the Indian agri industry.”

    At the newly-introduced centres, a facilitator will enable scan and generate Quality Check report for the grains between 1 to 4 minutes while the traders/farmers would also be made well versed with Agri Reach app for quality checks in the future. The centres have been opened in South and West part of Delhi market, as well as Ujjain, Indore and Mandsaur regions of Madhya Pradesh market. The centre heads can generate quality check reports, an NABL accredited facility for accurate, trustworthy testing with reduced turnaround time, thereby helping the stakeholders save both time and money. It further transforms the way crops are valued by the buyers as valuation is a direct function of the Quality of the crop The system empowers the farmers to know the true value of their produce, and get the best price.

    While SLCM has established these Krishi Quality Janch Kendra at key marketplaces where a major chunk of farmers/traders travel here for better price, the next phase will reach out to a much larger part of Indian farmers and agricultural community via over 600 such centres across 200 locations, covering the length and breadth of the country. This will enable the agri community of all areas to access the facility. 

  • Doceree concludes ‘The Next Marketing With HJ’ season one feat Rob Reilly

    Doceree concludes ‘The Next Marketing With HJ’ season one feat Rob Reilly

    Mumbai: Doceree, a global platform for HCP programmatic marketing, concluded 2023 on a new high as Doceree founder & global CEO Harshit Jain MD exchanged revolutionary insights with WPP global chief creative officer Rob Reilly about the paramount value of culturally-inclusive marketing in today’s digital age, in the final episode of the refreshing knowledge-first series, ‘The Next Marketing with HJ’.

    Launched on Doceree’s YouTube channel on 1 August 2023, season one of the first-of-its-kind talk show hosted by Harshit Jain MD encourages dynamic knowledge-sharing with global marketing/advertising experts through eight enriching and entertaining episodes. In its engaging episodes, the experts share anecdotes from their marketing journey and shed light on the trends and cutting-edge solutions that have enabled transformation in the industry, in the most candid manner. As the new age marketers strive to build authentic relationships and connections, the entertaining series serves as a guide through the ever-changing landscape of healthcare marketing.

    Speaking on the successful conclusion of the series, Harshit Jain MD said, ‘The year 2023 was indeed a year of many new beginnings and it goes without saying that our talk show, The Next Marketing With HJ, has played a prominent role in making the year special for not just Doceree but all the aspiring and practising marketers watching the episodes to seek actionable advice and inspiring stories. I am immensely grateful to all the experts who supported me in this endeavour and am all set to launch Season 2 soon.’

    Reflecting on his participation in the show WPP chief creative officer Rob Reilly said, “As creatives, it’s essential to be curious and to look for inspiration and knowledge in unexpected places. With “The Next Marketing with HJ,” Harshit has created a platform that does just that, while bridging the gap between marketing and healthcare to remind us that campaigns have the power to change people’s lives.”

    Known for its diverse content palette, Season 1 featured exceptional marketing talents in its previous episodes, including McCann Worldgroup global chief strategy officer Harjot Singh; FINN Partners senior partner-global digital health Ritesh Patel; Indegene omnichannel activation lead Nancy Phelan, Relevate Health EVP-omnichannel strategy George C.D Griffith; Avalere Health chief media officer Jeffrey Erb; Initiative MD Karima Sharif-Ali; and Initiative Health UK MD Richard Springham.

    Aiming to capture an insightful exploration into the forefront of global marketing trends and expertise within the life sciences industry, Doceree is looking forward to launching season two of The Next Marketing With HJ, in 2024.

  • Visual search for next-level user experiences

    Visual search for next-level user experiences

    Mumbai: Do you know that by 2027, the market for visual search is expected to have grown from its $6.66 billion valuation in 2019 to $28.47 billion? While image search and visual search share a few similarities, be informed that the two are different. The phrase “image search” is much older and allows users to search for images using text-based queries. Still, 10% of Google’s daily search traffic comes from Google Images, which was introduced in 2001. Image searches employ keywords and URLs to satisfy the search query, whereas visual search solely uses photos to search for related information.

    Read further to understand how to leverage the visual search for next-level user experiences.

    Understanding Visual Search

    Users who perform a visual search substitute a picture for a text-based query. This picture may be a photo, screenshot from their mobile gallery, or any other captured image. This functions in two different ways:

    ●    Visual search systems use image recognition algorithms to scan photographs that are similar to the image metadata, such as colours and forms.

    ●    The system then retrieves results based on the visual similarities. An AI-based program uses the traits and patterns in the photographs to find related images.

    By taking a picture of an item they wish to purchase and uploading it to your preferred search engine (like Google Lens or Pinterest Lens), customers can use visual search to view visually similar products that are available for purchase right away.

    How To Optimize Visual Search for Top-notch User Experience

    People are more likely to discover your website through photographs, even if you are not in the e-commerce industry. According to recent surveys, Google Photos accounted for 22% of all web searches, meaning more than 600 million visual searches are performed daily. As with text-based searches, you want to ensure your brand appears for the most relevant image searches. These are some pointers for making your website visually search-friendly.

    1. Provide Many Pictures: When optimizing a website for visual search, provide visuals of your products or services. Companies should not depend solely on one picture or a brand logo, as that might result in leads passing on your product in favour of a rival.

    2. Select Images with High Resolution: Opt for high-quality images if you want to generate leads with visual searches. If your website has high-resolution images, Google can process it to correspond with the user’s search term.

    3. Conduct Keyword Analysis: Researching keywords is crucial for both search engine optimization (SEO) and visual search. Using keywords in your product image description significantly improves your searches. This will allow Google to search and display your images in the visual searches.

    4. Improve the Captions and Titles of Your Images: Make sure your title is descriptive as you write it. A generic file name such as “img203.png” will not benefit Google or your readers. To improve audience comprehension of your image, ensure your title and description contain the relevant keywords. Additionally, it will ensure that your photos appear in the relevant search results.

    5. Include a Substitute Text: Include an alt tag or alternative text with your image when you post it on the web. Alt text is a brief, descriptive text attribute applied to an HTML image tag. It was initially designed to provide accessibility to users with visual impairments. The alt text is crucial for Google to understand the content of your images. Google may use the information provided by alt text to match images with user queries.

    6. Add Captions: A common error brands make is assuming that their image speaks for itself. Because they are confident that their audience will comprehend the context of their image, they forget to include captions. Captions make it easier for viewers to comprehend images. It can lead to better indexing and higher visibility in search results.

    Conclusion

    Visual search is no longer a dazzling new tech trend. It is the fundamental component of contemporary eCommerce architecture that helps improve business performance. Online shoppers can find the right products more quickly and easily with visual search than traditional text searches. In today’s era of visual searches, it is no surprise that most people will locate your image first before they actually stumble on your website. So, optimizing your website for visual searches is a fantastic new way to increase the number of leads and enhance your user experience.

    The author of this article is AdCounty Media chief strategy officer Kumar Saurav.

     

  • The future of customer acquisition: Trends, innovations, and the impact of video content on CAC

    The future of customer acquisition: Trends, innovations, and the impact of video content on CAC

    Mumbai: In an era where digital touchpoints are multiplying, understanding the nuances of Customer Acquisition Cost (CAC) and the role of engaging content is pivotal for businesses. At Hypergro.ai, we recognize these evolving dynamics. Let’s delve into the current trends, innovations, and particularly how Short Videos drives CAC, changing the landscape of customer acquisition.

    The Central Role of Engaging Video in CAC

    Content is the cornerstone of digital marketing and a critical factor in managing CAC. With consumers bombarded by a plethora of ads daily, only the most engaging content cuts through the noise. The video that makes people click is not just about visuals or creativity but relevance, personalization, and timeliness. Brands are facing the challenge of creating content that not only captures attention but also resonates enough to drive action.

    TikTok and Instagram Reels Transforming Shopping Behaviors

    Platforms like TikTok and Instagram Reels have ushered in a new era of social commerce. These platforms are not just about entertainment; they are becoming integral to the shopping journey. For instance, TikTok’s #TikTokMadeMeBuyIt phenomenon has shown the platform’s influence on purchase decisions. Brands leveraging these platforms for customer acquisition are finding that the traditional marketing funnel is evolving into a more dynamic, content-driven journey.

    Video CAC Landscape: Challenges and Statistics

    The digital advertising industry is witnessing rising CAC. A study by Profitwell shows that CAC has increased by over 50% in the past five years across industries. This uptick is attributed to the saturated digital ad space and the rising cost of ads on platforms like Google and Facebook. Brands are grappling with this challenge, seeking more cost-effective and impactful ways to acquire customers.

    User-Generated Content (UGC) as a Trust Builder

    UGC is revolutionizing the authenticity of brand communication. Consumers trust content created by their peers far more than traditional advertising. Brands leveraging UGC not only humanize their marketing efforts but also build a community around their products. Hypergro.ai’s platform enables brands to harness the power of UGC, connecting them with a vast network of creators who produce genuine, relatable content.

    Data-Driven Marketing

    In the age of information, data is king. Understanding customer preferences, purchase patterns, and engagement metrics allow brands to tailor their marketing strategies effectively. Our AI-driven platform provides in-depth analytics, helping brands make informed decisions and optimize their customer acquisition strategies.

    Interactive and Immersive Experiences

    The future of customer acquisition lies in creating interactive and immersive experiences. Augmented Reality (AR) and Virtual Reality (VR) are set to transform how consumers interact with brands. By integrating these technologies, brands can offer unique, memorable experiences, enhancing customer engagement and acquisition.

    Conclusion

    As we navigate the future of customer acquisition, the emphasis on content quality and relevance will continue to grow. Brands must adapt to this changing landscape, focusing on strategies that lower CAC while maximizing customer engagement and conversion. Hypergro.ai is committed to guiding brands through this journey, leveraging the power of AI and UGC to revolutionize customer acquisition strategies in this dynamic digital age.

    The author of this article is Hypergro.ai founder Neha Soman.

  • Singapore is a strategic location for our expansion – Prateek Kumar

    Singapore is a strategic location for our expansion – Prateek Kumar

    Mumbai: Visionary entrepreneurship is not just vital for establishing a business setup but making a strong position in the eyes of the clientele. Yield goodwill is a long-term process with anticipation of the right marketing mix. A proactive approach is not just eye-catching but astonishes sustainability in the brand market. On different parameters about technology and transformation, we discussed with NeoNiche founder and CEO Prateek Kumar to know his perspective.

    Indiantelevision.com exclusively speaks with Prateek Kumar on data security, data integration, communication methods, marketing mix, differential clientele services in a dynamic environment whether it is AI, technology, metaverse, future prediction, and his visions.

    Here are excerpts –

    On ISO certification in 360 degree marketing –

    NeoNiche is not only ISO Certified in Data Security and Quality assurance but also is SOC2 and GDPR Compliant. All kinds of certifications hold significant importance for a “Full Services” and “Marketing Product Company” as they foster quality, credibility, efficiency, and responsibility. It aligns with the demands of a dynamic and interconnected business environment, contributing to the overall success and sustainability of a company and the Customers it serves.

    On differential services in NeoNiche agency –

    NeoNiche is “Digital First: full services agency where we merge creativity with technology. Our data-driven insights, A Partnership network across major global locations, Our International Branch in Singapore, and our extensive domestic network across India help us increase our “Speed to Market”

    NeoNiche is known for offering a wide array of services beyond traditional Marketing offerings, Marketing Automation, Managed Marketing Services, Outsourced CMO, Influencer Marketing, Performance Marketing, Data-driven insights, Content Studio, Experiential Marketing, and consultancy services. This diversified portfolio allows NeoNiche to provide comprehensive solutions to clients, integrating various aspects of marketing and communication strategies. We don’t believe in the “One Size Fits All” philosophy and have different offerings for Large B2B enterprises, SMEs, and startups.

    NeoNiche places importance on building strong and enduring relationships with its clients. A client-centric approach involves understanding the unique needs of each client and tailoring solutions to meet their specific goals. This focus on client satisfaction and partnership can set WPP apart in the competitive landscape.

    On AI in  advertising and its inclusive role of transformation in digital agencies –

    Yes, AI has a transformative impact on Marketing agencies’ digital services, particularly in the realm of inclusive advertising. Including Targeted Advertising, Content Creation and Optimisation, Language Translation and localization, Better Customer Insights and Analytics Chatbots for Customer Interaction, and Inclusive Representation as AI image analytics can align products with gender, ethnicity, and demographics. By leveraging AI technologies, agencies can create more personalised, representative, and effective advertising campaigns that resonate with a broad and diverse audience.

    On NeoNiche Strategical expansion in the Singapore Market –

    Different markets have different characteristics even in India different States react to a particular Marketing Stimulus in different ways our Growth and metamorphosis from “Marketing services Organization” to “Marketing Product and Services organization” as NeoNiche is catering to Enterprise in B2B marketing in a huge way be it our offerings like “NeoFlo”, “ Nsync”, “B2B Digital Marketing Services”, “Community Building”, “Managed Marketing Services” or more traditional “Experiential Marketing Services”

    Singapore is a strategic location for our expansion as Its proximity to major markets in the region, such as China, India, and other Southeast Asian countries, can provide logistical advantages for businesses. due to its dynamic business environment, strong infrastructure, and pro-business government policies. The city-state’s reputation as a regional hub for technology, finance, and innovation aligns perfectly with our growing clientele and our vision for future growth. Additionally, Singapore’s diverse talent pool and multicultural society provide us with the resources and expertise to effectively serve our clients across the Asia-Pacific and ANZ regions.

    On strike balance with affordability and quality including ROI –

    Balancing affordability and quality is a common challenge in any industry, but it’s crucial for success. Since we are no longer just an “Experiential Marketing” or an “Event Company” as we have long moved to a space where we have moved from a “Marketing services Organization” to a “Marketing Product and Services organization” this gives us a “Full Services Capability”; Our Products and Solutions provide deep insights and generates ROI on Every project that we undertake.

    On a journey to become an entrepreneur –

    NeoNiche was started with the single dream of bridging the gap between the marketers and the understanding of his/her hired agency. We started with the single aim to reinforce the relationship between the company & customers, brand & buyers, and product & prospects, by creating experiences, delivered in real-time across multiple platforms of Social, Digital, and on-ground Event experiences. While We embarked on this journey with our team, we realised this was only possible if we truly cared about people who mattered to us, our team, families, Our Suppliers, our customers, the society that we live in, and the law of the land.

    On generalisation of creativity-focused business –

    The proliferation of digital marketing agencies worldwide does indicate a significant trend in the business landscape. While the widespread presence of these agencies may suggest a generalisation of creativity-focused businesses, it’s important to recognise that not all digital marketing agencies operate in the same way or prioritise creativity equally.

    Digital marketing agencies serve a variety of purposes, and their services can range from basic advertising and social media management to more specialised areas like search engine optimization (SEO), content marketing, and data analytics. The level of creativity involved often depends on the specific goals of the client and the nature of the services provided. Also, consolidation always happens in any industry, remember the Dotcom boom of the early 2000s only the one that creates real value for customers to thrive and grow.

    On anticipation of industry performance in upcoming financial years –

    The pace of technological innovation is expected to continue, with advancements in areas like artificial intelligence, quantum computing, 5G, and the Internet of Things (IoT). Industries that effectively integrate and leverage these technologies may experience significant growth. As environmental concerns continue to rise, there’s a growing emphasis on sustainable practices. Industries involved in renewable energy, eco-friendly products, and sustainable technologies may see increased demand. Economic landscapes can impact industries differently. Global economic trends, trade policies, and geopolitical events may influence the growth and development of various sectors including Marketing.

    With the increasing digitisation of businesses and daily life, the importance of cybersecurity is expected to grow. Industries dealing with cybersecurity solutions and services may experience increased demand.

    Automation and AI adoption are likely to increase across industries, impacting jobs and processes. Industries that effectively integrate these technologies may enhance efficiency and productivity. While this is my guess it is important to note that unexpected events, such as global crises, technological breakthroughs, regulatory changes, or geopolitical shifts, can significantly alter industry trajectories.

    On the suitability of metaverse in the Indian continent –

    The metaverse offers various economic and business opportunities, ranging from virtual commerce to immersive experiences. Indian businesses could explore these opportunities, especially in sectors like gaming, e-commerce, education, and entertainment. It is important to note that the success of the metaverse relies heavily on robust digital infrastructure and widespread internet connectivity. India has been making strides in improving digital infrastructure, including the expansion of broadband access. The continued growth in this area would positively influence the adoption and success of metaverse technologies.

    It is also important to note that the adoption and success of the metaverse are influenced by a complex interplay of technological, cultural, economic, and regulatory factors. As the concept continues to evolve, ongoing developments in these areas will shape its impact on the Indian technology landscape.

    On over-dependency on AI and the quantum of work –

    While generative AI has the potential to revolutionize the media industry by improving efficiency and creativity, it’s essential to approach its adoption with caution. A thoughtful and balanced integration of AI, combined with human oversight, is crucial to harness the benefits while mitigating potential drawbacks. Regulatory frameworks and ethical guidelines can help guide the responsible use of AI in the media sector.

    On future objectives plans of NeoNiche  –

    NeoNiche has embarked on a transformative journey from being an Indian Experiential Marketing company to a global one, we strive to bring the richness of our heritage and a dynamic approach. We are mastering brand experiences in the vibrant Indian market, our vision extends beyond borders. As we evolve into a Global Full full-service marketing entity, our goal is to craft narratives that transcend cultures, break barriers, and inspire positive change.

  • Harbhajan Singh showcases his home in Asian Paints’ Where The Heart Is Season 7

    Harbhajan Singh showcases his home in Asian Paints’ Where The Heart Is Season 7

    Mumbai: Set against the vibrant landscape of Jalandhar, lies the home of legendary cricketer Harbhajan Singh. In the fifth episode of Asian Paints’ Where The Heart Is Season 7, the cricket icon takes audiences on a journey through his charming bungalow, a quintessential Punjabi retreat that authentically exemplifies the saying, ‘home is where the heart is.’

    “Homes are made of people with those vibes, with those feels, with that love, that affection, with the families. We love it, and it’s peaceful when we come home. It feels like yes, this is our place’, said Harbhajan warmly.

    Crafted collaboratively by Harbhajan Singh and his wife Geeta Basra, their home stands as an architectural marvel. The opulent dining area features an extended marble table set against textured beige walls. A majestic floor-to-ceiling window opens to a scenic outdoor garden, providing a verdant view of nature.

    Geeta Basra talks about designing this exquisite home with Harbhajan, “It’s a collaborative effort. A lot of things are him; a lot of things are me, and a lot of things are both of us.”

    Elaborating on the design of the home Geeta said, “The more neutral, the better, the more elegant it looks. We are the architects; we are the interior designers. We’ve done everything.”

    As the duo narrate their favourite aspect of each corner of their home, Harbhajan can’t help but get excited. His eyes light up as he talks about his bedroom, expressing his love for the ample natural light that fills the room and its inviting ambiance. The entire room, painted in white, enhances the overall sense of tranquillity and serves as a canvas for some cherished childhood memories, captured in the displayed pictures.

    One of his much-loved spaces in his home that he affectionately calls his ‘den’, is the sports bar. The bar is cleverly fashioned from Harbhajan’s cricket stumps, adorned with signatures from fellow cricketers, turning them into cherished memorabilia. The sports bar features a captivating display of Harbhajan’s hat-trick, intricately crafted using ball pins by a talented artist friend.

    Spanning across three floors, the bungalow flaunts a pleasant private theatre, offering an unparalleled entertainment experience. Speaking about the home theatre with its accented wood and leather-insulated walls, Harbhajan said, “Comfort is very necessary for me. If we’re watching a movie, then I want to sit, relax or even lay down.”

    Stepping outside, the green terrace boasts a vertical garden, offering a serene escape for the family. The expansive lawn, besides being a playground for their children, serves as a picturesque setting for growing fruits and vegetables, nurturing the family’s connection to nature.

    Harbhajan shared, “We’re blessed to have a place like this where our kids can run around and play. We grow vegetables as well here. There are a lot of seasonal vegetables. It’s good to have your own space where you can grow your food as well.”

    Step into the world of Harbhajan Singh and Geeta Basra’s home in Season 7 of Asian Paints Where The Heart Is. Their home with its simplicity reigning supreme, embodies the idea that, no matter where life takes you, there’s always a place where you can truly unwind and be yourself. Watch the episode and explore the beauty within.

  • Noise inspires brilliance with Luna Ring in new digital film

    Noise inspires brilliance with Luna Ring in new digital film

    Mumbai: Noise, a connected lifestyle brand, has released a new digital film showcasing the capabilities of its first smart ring, Luna Ring. The new film showcases Luna Ring’s transformative power as an ally that pushes you to augment your daily productivity and cognitive functioning.

    As part of an ongoing commitment to advancing human potential through consumer-centric innovation, this film moves beyond the product and celebrates the boundless capabilities of individuals as Luna Ring unlocks personalised insights for a healthier, happier you.

    The latest film showcases the lives of everyday heroes – an athlete pushing limits in the gym, an entrepreneur navigating success, and a young woman mastering the daily grind. United by their relentless pursuit of well-being and performance, the film showcases how these individuals are guided by the smart ring’s innovation and actionable insights that facilitate a transformative user health span.

    The film celebrates small triumphs, the impact of a healthy lifestyle, and a persistent commitment to self-improvement. It serves as a visual representation for a generation aspiring to enhance their lifestyle through empowered choices, guided by self-awareness and technology. The campaign is released across Noise’s digital channels, resonating with audiences looking forward to unlocking their full potential, one insightful step at a time.

    With 98.2 per cent accuracy [validated by IIIT-Hyderabad and All is Well (AIW)] and a fighter jet grade titanium body, Luna Ring tracks over 70 body metrics, guiding the users towards their full potential with meaningful insights into their activity, readiness, and sleep. Beyond being a smart ring, the new form factor embodies a philosophy of self-discovery, sparking a transformative shift in lifestyle. It encourages users to understand their bodies, recognise their limits, and rise to overcome challenges. The film captures this essence by seamlessly integrating technology into a minimal yet meaningful form factor, transforming data into actionable intelligence for a productive lifestyle.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Noise (@go_noise)

     

  • Google Chrome starts blocking data tracking cookies

    Google Chrome starts blocking data tracking cookies

    Mumbai: This is largely in line. Alphabet wanted to implement privacy measures and go completely cookie less in the next six months in June/July in a phased manner which they mentioned in their last two earning calls. Advertisers are likely to face challenges, especially in terms of conversions, as many third-party programmatic platforms heavily depend on cookies for data. Furthermore, programmatic platforms may seek to mitigate the impact by considering price hikes for their services. These shifts underscore the evolving landscape of digital advertising, posing challenges for advertisers and reshaping industry dynamics.

    This move will have a threefold impact. 1) The restriction imposed on platforms for third-party data usage for advertising is expected to lead to a substantial increase in data costs. 2) The shift towards a cookie-less environment and the limited availability of third-party data for advertising is likely to drive a significant surge in e-commerce advertising spends. Advertisers are expected to increasingly favour e-commerce platforms due to their access to valuable first-party data, providing a substantial boost to advertising investments in the e-commerce sector. 3) Platforms/ad tech companies  may also try to raise the prices from the advertisers to recover the high data costs.

    The transition towards a cookie-less environment and potential privacy measures, especially considering the dominance of Android in the global smartphone ecosystem and Apple’s prevalence mainly in emerging nations, is expected to be a disruptive force. While Apple holds less than 10 per cent market share in emerging markets like India, the move is anticipated to reshape the landscape of digital advertising, influencing privacy standards and impacting conversion dynamics. The move is very much in line with our expectation and marks a significant change in the digital advertising landscape.

    The credit of this article is attributed to Elara Capital SVP Karan Taurani.