Category: Digital

Mumbai: India is considered the seventh largest economy in the world. That being said, much of India’s economic growth is contributed by the hinterland cities. With more than six crore villages roofing 800 million individuals, it has been a crucial driver of economic growth. As rural India continues its growth impetus, the need to render services that are hyperlocal in nature has increased. This segment possesses dynamics that are unique in nature which calls for a deep understanding of customer preferences and local context to establish indelible customer relationships.

Cultural nuances and local language play a vital role in reinforcing strong connections with these unintegrated and small target audiences in hinterland cities. As this segment of the population is community driven yet resistant to change and there exist deep-rooted biases. Using local languages for communication can help build rapport and deepen customer relationships. This would demonstrate a brand’s commitment in understanding and appreciating the local culture, resulting in offering customised solutions and building long-term loyalty. By incorporating these elements into the customer experience, businesses can foster trust, establish a sense of familiarity, create a welcoming environment and drive brand recall. 

Banks have a major role to play in understanding rural customers to create a differentiated approach to offer appropriate financial solutions. With many rural areas lacking access to traditional banking services, it’s important for banks to develop innovative and tailored solutions that are accessible and convenient for these customers. Adopting a hyperlocal approach that involves customizing products and services to align with the preferences and aspirations of customers can enhance customer satisfaction, strengthen market position and drive awareness about formal credit in the underserved segments. This approach ensures that customers feel understood, valued, and that their needs are being effectively addressed. As a result, they are more likely to remain loyal to the brand and become advocates, thereby driving the growth of not only rural areas but also the bank as a whole. In the current times, digital banking services have been rapidly contributing to this hyperlocal approach for easy access and understanding of banking services for rural consumers. 

Digitalisation pushed by the pandemic has increased the adoption of digital banking among customers in rural India. Banking apps offer the convenience of easier payments, personalised assistance, and shorter turnaround times which enticed customers to use them even more. Today banks are striving to enhance digital platforms and make them more accessible to customers across the length and breadth of the country. The mantra to achieve this is keeping simplicity at the heart of all products and services while designing them and combining them with advanced technology, thereby making it a reality for rural consumers. Enhanced security is vital for gaining consumer trust by protecting sensitive data, preventing breaches, and ensuring secure transactions. Furthermore, the removal of language barriers, a feeling of empowerment and respecting customer privacy are at the core of such hyperlocal services. 

Although financial inclusion will be powered by strong digital support, banking is fundamentally built on relationships. It emphasizes the importance of connecting with people in the way it matters the most. While digital tools have helped banks across India tap specific customer groups such as farmers, landowners, and entrepreneurs. It is essential to recognize the role of the postman that holds the highest trust and connection within villages. The postman, a symbol of the masses, enjoys community goodwill and engages with the locals directly. Collaborating with the local association or community members through social connect activities, community development initiatives, brand associations with specific segments, government and capitalizing on local festivals, provides a platform to foster the habit of utilizing banking services for a better future. This will also help banks better understand customer needs and provide relevant solutions.

The true essence of hyper-local branding lies in integrating the brand seamlessly into every meaningful interaction. Hyperlocalisation is a tool to break barriers, ensure a change of approach, and agility, make inroads, build engagements, minimize risks and enable flexible experimentation in underserved segments. When the community and the brand become intertwined, the real impact is felt on the ground. The future of banking lies in embracing rural India and unleashing the power of a hyperlocal approach to transform lives and build a prosperous nation.

This author of the article is Ujjivan Small Finance Bank CMO Lakshman Velayutham

Mumbai: The film ‘What’s in a Number?’, by PhonePe, unfolds in the backdrop of sombre music within a bustling grocery store. Enter, the enigmatic concierge, who extends a tempting offer to unsuspecting shoppers, inviting them to elevate their shopping experience. What follows is an extraordinary journey, where sharing of contact numbers unravels a series of unexpected encounters.

As some customers graciously disclose their phone numbers at his behest, a peculiar phenomenon takes hold. Suddenly, their phones become a gateway to a deluge of unsolicited calls, each one offering assistance, tailored to their unique needs. Strikingly, the callers seem privy to the very items these shoppers seek to purchase. Intrigued, annoyed, and slightly perplexed, the shoppers converge upon the concierge, their emotions running high. Little did they know, this was all part of a consumer message.

A startling revelation occurs: The act of surrendering one’s contact number has unknowingly become a prevailing practice in the realm of motor insurance, leading to a number of unsolicited calls over extended periods of time. The shoppers themselves step forward, sharing personal anecdotes of their encounters with number sharing on insurance platforms. It’s a societal phenomenon that demands attention.

The film then sheds light on PhonePe’s unwavering commitment to safeguarding privacy, making it an ideal platform for your insurance needs.

Mumbai: Artificial intelligence or AI is the most hyped term in current times. Businesses and people are both leveraging this technology to market their AI-enabled products, and both groups are on the lookout for intelligent AI-enabled items. The topic of what artificial intelligence is arises, and the simple answer is that it is the emulation of human intelligence processes by computers, particularly computer systems like facial or voice recognition. One excellent example of an AI-based product or application is Alexa or Siri.

Almost every product or service we use nowadays is AI-based. In the past few decades, AI has become one of the most impactful digital innovations and has transformed the world in undefinable ways. According to Statista, the global artificial intelligence market was valued at around 327 billion U.S. dollars in 2021 and the AI industry is expected to grow by 1.5 trillion U.S. dollars by 2030.

The world and our daily lives are changing as a result of the use of AI as a tool. There are many commercial applications for artificial intelligence. Each organisation prioritises increasing both operational effectiveness and customer satisfaction. Companies today are integrating a range of digital technologies into their operations to improve the customer experience. Marketers may get a more in-depth understanding of their target consumers with platforms powered by AI. The insights generated by artificial intelligence that are gleaned from this optimization process may subsequently be used to increase conversions while also lightening the strain of marketing teams.

AI may revolutionise how organisations acquire, nurture, and convert prospects, as well as assist firms create more successful marketing plans. To ensure optimal efficiency, AI marketing solutions analyse data and customer profiles to learn how to effectively engage with clients. They then give them personalised messages at the appropriate moment.

AI-based innovational tools may significantly increase sales without a lot of human involvement and cut expenses in a variety of ways. The market landscape has drastically changed in just a few couple of years. Previously, only large sharks had access to these technologies, but now, in order for businesses of all sizes to remain competitive in the market, it is imperative that they integrate these digital technologies into their marketing strategies.

Types of AI marketing solutions

Artificial intelligence bridges the gap between the data collecting and strategy-making processes for marketers and customers by connecting them in a variety of ways and through a variety of solutions.

Machine Learning

Artificial intelligence, which consists of computer algorithms that can evaluate data and automatically enhance digital marketing campaigns via experience, is what powers machine learning. Machine learning-enabled devices examine fresh data in the context of pertinent previous data, which can help digital marketing initiatives by informing them based on what has or hasn’t worked in the past.

Big data and analytics

Since “big data” has risen as a result of the growth of digital media, it has become possible for digital marketers to comprehend their efforts and precisely allocate value across channels. As a result, there is now an abundance of data, and many digital marketers are finding it difficult to decide which data sets are worthwhile to acquire. AI marketing may assist in quickly sifting through all of that data, reducing it to the basics, evaluating it, and selecting the most effective components for next digital marketing initiatives.

AI marketing and tools

Digital marketers have a unified platform for handling the enormous volumes of data being collected thanks to efficient AI-powered marketing tools. With the help of these AI marketing tools, you can gather meaningful marketing knowledge from your target market and use that information to inform your data-driven decisions on how to effectively approach them.

AI disrupting the marketing landscape

In order for businesses to remain competitive in the market and to comprehend how the marketing environment is evolving, these AI based marketing solutions are quite helpful.

The “big data” are gathered by marketers via internet websites, and these big data give marketers insights into the target audience as well as specific information about their demographics, interests, and pain points. AI assists marketers in analysing this huge data and personalising its interpretation to suit their needs.

The way marketers operate has been changed by AI, and this is where their work truly begins. To provide consumers the greatest experience possible, they must be ahead of AI. It is crucial that marketers provide a personalised touch. AI-driven solutions will continue to be used more frequently and are incredibly helpful for analysing and forecasting the buyer’s journey. So marketers must stay one step ahead of AI in order to give customers an upgraded and dynamic experience.

“Where the job of AI ends, the task of marketers begins”

The author of this article is Addverb Technologies co-founder & CMO Satish Shukla.

 

Mumbai: Marking World Music Day, UPES released a soulful music video to celebrate the spirit of the nation. The video is an artistic and musical expression of ‘India Leads the World and pays homage to the remarkable transformations unfolding in every aspect of India’s growth. This musical extravaganza, produced in collaboration with Silvercord Films, cherishes the work of great Indian musical maestros whose original rendition ‘Mile Sur Mera Tumhara’ struck a chord with every Indian.

The video has been completely performed by the students and faculty of UPES. Even senior leaders such as the chairman, the vice chancellor and the deans can be seen joining them in the video. They were also joined by staff members including security guards, gardeners, office boys, housekeeping ladies and more. 

This collective representation reflects a truly refreshing approach to education embodying inclusivity, respect, and passion, all of which are the core values of UPES.

Opening with a powerful address by Hydrocarbons Education Research Society (HERS) chairman Sharad Mehra, the video puts a spotlight on various art forms, from the graceful art of Bharatnatyam, and dynamic contemporary dance performances, to the powerful lyrics that perfectly stitch together this modern yet rooted rendition.

“Today, India is a force to be reckoned with. We are known as much for technology as for ancient philosophy and life-changing education that values humanity and knowledge, equally. With pride and patriotic enthusiasm, our students and staff have come together to salute the incredible new India through this soulful performance. We’re thrilled to share this celebration of national pride, with our fellow Indians,” added UPES vice chancellor Dr. Ram K Sharma.

Available on YouTube, Twitter, Facebook and Instagram the music in this video is composed by Nishant Ramteke, a young talented music maestro from Maharashtra. “When UPES approached me for this interesting collaboration, the intention, and the attempt of a homegrown piece of art inspired me to take this up. With a beautiful mix of old and new streams, we have been able to push boundaries and create something which is democratic and diverse in its nature and form”, shared Silvercord Films film director and screenwriter Yashasvi Juyal.

The music video pays a proud tribute to a new India which is leading the change that the world is witnessing. It celebrates India not just as the youngest country in the world, the largest democracy on this planet, the next economic, political, and social superpower but above all, as the largest human-centered nation that has become a global inspiration.

Mumbai: Puresight Systems, the exclusive and official distributor of iRobot products in India, has announced the availability of the Roomba Combo j7+, the world’s most advanced robot vacuum and mop, powered by iRobot OS intelligence, in India.

Puresight Systems brings the Roomba Combo j7+ to customers at their offline and online stores. Starting at ₹89,900/- the Roomba Combo j7+ stands out from other 2-in-1  robots by vacuuming and mopping in a single cleaning job, saving time while keeping  floors fresh and clean. This is possible thanks to a fully retractable mop pad that lifts itself to the top of the robot when it encounters carpet and rugs – the first 2-in-1 of its kind – 

preventing wet carpet messes. iRobot OS brings features and digital experiences that  improve intelligence and personalisation across the company’s portfolio of connected  robots – offering even more thoughtful updates for pet owners, busy families and those looking for more control over how they clean.

Puresight Systems is also bringing the Roomba Combo j7 robot vacuum and mop  without the Clean Base Automatic Dirt Disposal to India at a launch price of Rs 69,900/- .  

“iRobot OS provides the intelligence that powers our robots. It brings to life thoughtful and  intelligent home products that respect, connect and understand the user’s home and  lifestyle, helping our robots become a valued and trusted partner in the home,” said iRobot chairman and CEO Colin Angle. “The Roomba Combo j7+ perfectly marries iRobot OS intelligence with beautifully designed hardware to give customers a vacuum and mop  solution like no other, capable of keeping carpet, rugs, and hard floors cleaner and fresher  every day, so customers can live their life. With a more than 30-year heritage, iRobot is continuing to strengthen our brand and products through digital innovation. iRobot OS is  giving our connected product lineup the gift of more intelligence, letting customers’  existing robots clean in new ways.” 

The World’s Most Advanced Robot Vacuum and Mop – Roomba Combo j7+ 

Unlike other 2-in-1s, the Roomba Combo j7+ vacuums rugs and carpets first and then  vacuums and mops hard floors concurrently, saving users time by cleaning the area in a  single job. Using advanced sensors, the robot is able to detect various floor types. When  the Roomba Combo j7+ approaches carpet and rugs, its fully retractable mop arms lift  the wet pad to the top of the robot – in a similar way that a convertible raises its roof – preventing wet messes.  

Thanks to iRobot OS and the robot’s PrecisionVision Navigation system, customers don’t  have to worry about cleaning up before the cleaning begins. The Roomba Combo j7+ recognizes more than 80 common objects,1 which enables the robot to clean more  specific places on command, like around kitty litter boxes, toilet bowls, dishwashers and  more. It also allows the robot to detect and avoid floor hazards like cords, clothes, shoes,  socks, backpacks, pet bowls, pet toys, and solid pet waste. To make cleaning even easier,  pair the robot with your voice assistant and simply tell it to clean specific rooms or by  specific objects in your home, and it does what you ask instantly.2 The Roomba Combo  j7+ understands approximately 600 voice commands, more than any other 2-in-1. Users  can customize their Roomba Combo j7+ cleaning jobs in the iRobot Home app, choosing  which rooms should be vacuumed and mopped or vacuumed only, and adjusting the  amount of cleaning solution they want the mop to dispense. 

The Only Mop That Lifts High to Keep Carpets Dry 

Other 2-in-1 mops lift only a few millimeters – if at all – and, as a result, can leave wet  messes on many carpets or rugs. The Roomba Combo j7+ is the only 2-in-1 with a mop  that lifts itself to the top of the robot, completely away from carpet and rugs. Two fully  retracting, durable, metal mop arms raise the mop pad when the robot senses carpet and  rugs, preventing unwanted wet messes. 

The First Truly Hands-Free Vacuum and Mop Robot 

Using the Roomba Combo j7+ is simple. The robot senses when a mop pad is attached  and the mopping solution tank is full – and then goes into mopping mode automatically. Other 2-in-1s have a mop that you must manually attach yourself after the vacuuming is  done, adding extra work and time. With the Roomba Combo j7+, the mop arm is already  attached and ready to go. For vacuuming, it also comes with the Clean Base® Automatic  Dirt Disposal system so you can forget about vacuuming for months at a time. The Clean  Base allows the Roomba Combo j7+ to empty the dirt and debris it collects into an  enclosed bag that doesn’t need to be replaced for up to 60 days. 

iRobot OS Home Intelligence – Clean Where You Want, When You Want

iRobot OS delivers a premium and customizable experience for all customers, including  pet owners, busy families and anybody looking for more control over how they clean. As  part of iRobot’s continued development of iRobot OS, the company is introducing new 

features and thoughtful digital experiences that improve intelligence, personalisation and  control across its portfolio of connected Roomba robot vacuums and Braava jet robot mops. Expanded object recognition allows more cleaning on command, navigation of every floor’s obstacle course and a continued focus on delivering more pet features than any other robot. 

∙ Clean More Specific Places on Command – The iRobot OS visual vocabulary has expanded with moreClean Zone recommendations. In addition to objects like couches, tables, counters and holiday trees, Roomba robot vacuums with Imprint Smart Mapping and the Braava jet m6 robot mop can also automatically detect  and proactively recommend clean zones around dishwashers, toilets,  ovens/stoves, litter boxes and pet bowls. Users are also able to customize their  Smart Map by designating their own precision Clean Zones. Using Alexa or Google  Assistant-enabled devices, users can instruct their robot to clean these zones with  just their voice, such as, “Alexa, tell Braava jet m6 to mop around the toilet.”

∙ Avoids More of the Objects You Want It to Avoid – Roomba j Series robot  vacuums can detect and avoid even more floor hazards, providing greater peace  of mind that the job will get done for busy families and pet owners. Roomba j Series  robots can recognize and avoid pet toys, pet bowls, litter boxes and backpacks, in addition to items like shoes/slippers, socks, cords, headphones, clothing, towels  and solid pet waste. 

∙ Skip a Room on the Fly – Things do not always go as planned, including your  cleaning routine. You can skip a room during a current cleaning job to avoid  unwanted interruptions or when life throws you a curveball. Pressing the skip button in the iRobot Home App or using your voice with Alexa will skip the room or  zone that the robot is currently cleaning and move onto the next room or area, allowing you to continue your day uninterrupted. 

∙ Clean your way, when you want 7x faster ⁴ than before – iRobot OS now maps  your rooms faster to save you set-up time – enabling you to send your Roomba  Combo™ robot vacuum and mop on targeted room cleanings after just one run. 

∙ Use More Siri Shortcuts – iOS users can create Siri Shortcuts for directed room  cleaning and save “favorites” from the iRobot Home App. You can use your voice  to ask Siri to clean areas like the living room or dining room. Or you can start a  cleaning job using your voice from your saved favorites in the iRobot Home App.  For example, you can say, “Hey Siri, clean after dinner,” and your Roomba or  Braava jet m6 will clean the rooms you designated as that favorite. 

iRobot Commitment to Customer Data, Privacy and Security 

iRobot products and iRobot OS are backed by the company’s commitment to customer privacy and data security. All data is kept secure from start to finish, incorporating multiple 

layers of protection around the company’s robots, cloud and app. iRobot treats customer data with the highest standards of privacy protection, and to that end, has obtained the  globally recognized TRUSTe Certified Privacy Seal. Customers may update their settings  in the app at any time, empowering them to determine what information iRobot may  access. iRobot does not, and will not, sell customer data. 

“At iRobot, protecting customer data and privacy is of the utmost importance as we  explore the path forward for home robotics and the future of the home,” continued Colin Angle. “We know that customers welcome us into their homes because they trust that our  products will help them do more, and that we will respect their information. We take that  trust seriously.” 

iRobot is also the first consumer robot company to achieve the third-party TÜV SÜD  Cyber Security Mark, a more stringent framework that goes beyond the industry standard,  for the Roomba j7/j7+ robot vacuum. The company has also achieved the same level of certification for the Roomba Combo j7+ robot vacuum and mop.

Mumbai: Sociowash, an integrated advertising agency, has won the integrated digital mandate for eBay India, a leading global selling platform for online sellers to export products from India. The agency will be responsible for enhancing the brand’s overall digital presence by developing creative tactical strategies. The account was won in a multi-agency pitch and will be handled by the agency’s Mumbai team.

As part of this strategic partnership, Sociowash will be responsible for creating awareness about the brand and executing campaigns to onboard more sellers onto the platform. The agency will provide end-to-end solutions and services for the brand’s creative, performance media, video production, and influencer marketing needs while resonating with its target audience and helping them achieve their business objectives.

Sociowash co-founder Pranav Agarwal commented on the win, “eBay India is a prominent leader in the e-commerce industry. We are elated to have been chosen by them to manage their digital landscape. Our team’s extensive experience and expertise will redefine and elevate the brand’s digital positioning. Together, we can create an impact that goes beyond what has been achieved before, setting new benchmarks and adding genuine value for the brand.”

This significant win further strengthens Sociowash’s position as an integrated advertising agency in India. The agency has previously worked with some of the top brands in the e-commerce industry and has a proven track record of delivering impactful and award-winning digital campaigns.