Category: Year Enders

The year of AI in A&M: 2023’s milestones and anticipating 2024’s trends: Tanvi Bosmia
Mumbai: 2023 has been a rather exceptional year on the advertising front, it’s been a year of personalization and redefining content generation with AI taking over the marketing sphere.

Some key trends that we witnessed:

AI took centre stage – AI was seen powering all marketing tactics in 2023 and integrated itself into the advertising & marketing industry whether it was for content creation or to create more personalized & custom campaigns. From writing & generating copies to helping us create brand creatives to showcase visual & innovative storytelling, AI helped us do it all. We managed to use it effectively to our brand’s advantage whether it was to tap into trending moments like reimagining key actors from the Amazon miniTV universe as Ken or Barbie or to reimagine a world of our own for Havmor ice creams. The current use of AI will only evolve further & it’ll be interesting to see the innovation it will bring along.

Rise in innovation of traditional media – Post-pandemic, with 2023 fully opening up, we saw a rise in innovation in Phygital Ads and we saw brands leveraging offline traditional mediums from OOH to print or on-ground activations with an integration of digital. We were quick to adapt in order to reach a wider audience and carried out multiple campaigns. For example, for Spider-Man Across The Spider-Verse we used VR in a marketing gimmick to open up a portal in Mumbai and amplified that on social. Similarly, for Croma, for their Festival of Dreams Campaign, we leveraged Flipkart’s BBD Ads with giveaway of the iPhone 14 Pro Max in a contest that was initiated via OOH and then amplified on social.

Onboarding newer platforms & features:
- WhatsApp channels – Being one of the most installed & commonly used apps by the Indian audience, when WhatsApp released channels, we were quick to adopt and got quite a few of our brands to create one. One of the brands was Amazon miniTV where we conversed with the audience from an admin’s POV with a first-person approach and we saw a spike in engagement rate with the brand hitting the 1M+ followers mark in the first 2 weeks itself.
- Instagram broadcast channels – IG broadcast channels were initially launched in Feb 2023 as a test roll out and was eventually rolled out to all creators and brands followed suit soon after. We used this as an opportunity for a lot of our brands to create an exclusive experience for the followers and gave them exclusive content on the channel to make them come back for more.
Overall, these new additions to the existing platform helped take personalized customer experience a notch higher and became the medium to carry out customer delight activities for loyal fans/customers.

A year full of trending moments: Trending moments also took precedence over BAU content with big moments like the ICC World Cup followed by the festive season and also smaller pop culture moments like Moye Moye, Arranged Marriage is Scary because… all serving as opportunities for us to put our brands on the forefront from a marketing perspective.

Crystal Gazing into 2024:

The expansion of AI: The advertising industry evolves quite a lot year on year and you never know what might become the next big thing. I’m really excited to see how AI will transform the marketing landscape in the coming year and it’ll be really interesting to see how it aids storytelling in the process for brands. The role of AI in personalized advertising is likely to expand further, enabling marketers to tailor their messages more precisely to individual preferences and behaviours.

The need for personalisation: With newer platforms, tools & mediums emerging every now & then, it will become imperative for brands to be present on these platforms & become early adopters to create & curate personalized content & campaigns to enhance customer experiences to stay relevant.

The collision of online & offline: As a consumer myself, I have always resonated with brand campaigns that I see everywhere, whether it’s online or offline. I would love for integrated campaigns to take the spotlight and see how brand narratives pan out across all mediums – social, digital, print & mainline which will also help reach a wider audience with better brand visibility and a higher ROI.

When brands have a 360 narrative, it paves the way for a better brand recall and experience overall.
December 21, 2023
PR trends 2023 and trends to expect in 2024: Komal Lath

Mumbai: PR 2023 was a year that saw the ‘public’ back in the profession and a big smorgasbord of integrated taking centre stage. AI made a debut in a big way making conversations and usage across industries and PR was not far behind!

In the modern-day era, reaching audiences went beyond basic press notes and marketing tactics to integrated campaigns, using paid media deftly and going creative on storytelling using earned platforms with razor-focused sharpness. Especially with brand image, recognition and recall serving as key factors in influencing the current generation’s buying behaviour, it become crucial for businesses to use transformative marketing tools.

The growing relevance of PR can be ascribed to improvements in technology, society, and the media environment. While traditional means of media are far from becoming obsolete, the emergence of PR fueled by digitalization acted as a game changer.

Whether it is big box establishments or businesses in their nascent stage, PR has become a crucial tool for communication, crisis management, public affairs, and advocacy. The growing dependence on PR surely painted a positive picture for the industry as 2023 ends. Characterized by the growth and emergence of novel fads, the PR industry has become a valuable arsenal for businesses in the current year.

Let us unveil the key PR trends that were a hit in 2023:

Data-driven decision-making: Businesses did not have sophisticated tools to assess the success of their PR campaigns until recently. Their online persona was concealed in assumption. However, today, the PR industry has largely adopted technological innovations, enabling data-driven decision-making for brands. Technology-enabled analytical tools have made it possible for PR agencies to help businesses go beyond vanity metrics and assess their performance impact by directly connecting real-time data, such as brand mentions, traffic, and conversions to a company’s conduct.

Integration of AI: Various industries have benefited from the applications of AI and PR is no stranger to it. Artificial intelligence applications are expanding rapidly in the fields of statistical analysis, media evaluation, and sentiment assessment. Leveraging artificial intelligence, professionals gather and assess enormous volumes of data swiftly and effectively, resulting in educated judgements and effective public relations tactics. We use it smartly as an assistant to shorten sentences, put together fact sheets, and run automation!

The growing relevance of influencer marketing: In the world of digital marketing, influencer marketing has risen to the top and is permeating different sectors. The PR sector is no longer immune to the growing influencer marketing trend. Especially given the fact that the modern generation seeks genuine connections, influencer marketing serves as a robust tool in assisting a PR campaign. In addition, because influencers serve as social proof, they create a greater level of trust among current and prospective customers. This has made influencer marketing a crucial component of PR operations.

2024: A look ahead

Beyond ‘Ink’: The Integrated Future of Public Relations in 2024– In 2024, Integrated Marketing Communication (IMC) will emerge as the linchpin defining the landscape of public relations. PR professionals, cognizant of their role in cultivating meaningful relationships with stakeholders, find themselves seeking a dynamic terrain shaped by paid, earned, owned, and shared media. No longer confined to the traditional pursuit of ‘ink’ in print or pixels, PR has evolved into a space where success hinges on adeptly orchestrating a symphony of diverse channels.

Today’s PR landscape demands a comprehensive understanding of how each channel operates, the unique content it necessitates, and, most crucially, the ability to seamlessly weave them into an integrated plan. The paradigm shift underscores a holistic approach that extends beyond mere media coverage. PR professionals now delve into the intricacies of paid media, assimilating these costs into budgets with finesse.

The dawn of 2024 heralds an era where practitioners must skillfully integrate social ads, sponsored content, and syndicated material from the inception of their strategies. Mastery overpaid, owned, and earned media is not merely an asset; it’s the currency that elevates the value of PR professionals. As businesses strive for omnipresence across various platforms, those well-versed in the intricate dance of integrated communication will undoubtedly stand out and spearhead the evolution of public relations.

Continued use of AI- As we step into 2024, the surge in Artificial Intelligence (AI) continues to reshape the PR landscape, providing a transformative edge to companies in their communication endeavours. In the near future, we’ll see a surge in AI usage within PR, particularly in tasks like crunching data, monitoring the media, and gauging sentiments. AI’s efficiency allows PR professionals to swiftly analyze large datasets, enabling them to make well-informed decisions and craft more impactful PR strategies.

Rising demand for visibility: Amidst the growing trend of conscious consumerism, contemporary stakeholders and customers are calling for greater visibility across all business domains, including public relations. Future demands for increased authenticity and transparency are certain to grow. This necessitates the need for PR professionals to craft strategies in a way that allows consumers to closely experience the brand and become a part of it.

Digital PR-The new PR of tomorrow: With consumers becoming increasingly digitally sophisticated, public relations practitioners will need to concentrate increasingly on digital PR, encompassing social media platforms, news websites, and other online mediums. In turn, it will necessitate a stronger focus on developing multimedia content that interests consumers and increases visitor traffic to a business’s website or social networking platforms.

All things considered!

Amidst the emergence of potent tools and strategies, PR continues to remain a vital instrument for marketers. Especially with digitalization gaining prominence, PR applications have become even more vast and dynamic. A modern arsenal of today, it ensures brands enjoy sustained success.

As the future unfolds, PR is set to witness game-changing transformations, becoming a storehouse of opportunities. The onus in turn will fall on PR specialists to understand emerging trends, adopt cutting-edge technologies, and continuously adjust to digital tactics in an attempt to positively address brands’ demands in the ever-changing digital ecosystem. To stay relevant, make sure you’re on top of facets of communication —social media, creating engaging content, understanding media, and weaving a great story.

It’s not a bonus but a requirement!

December 20, 2023
BC WEB WISE in 2023: A year of strategic triumphs, paving the way for a dynamic 2024: Jaya Bhatia

Mumbai: In the ever-evolving digital marketing, BC WEB WISE has emerged as a stalwart, navigating over two decades with resilience and a commitment to excellence. As we stand at the threshold of 2024, the agency reflects on a transformative 2023 marked by strategic client collaborations, cutting-edge professional development, and innovative product ventures. With a clear vision for the future, BC WEB WISE anticipates leveraging emerging technologies to redefine industry benchmarks and strengthen its position as a trusted partner in delivering personalised and data-driven campaigns. Join us in exploring the dynamic journey of BC WEB WISE, where growth, adaptability, and innovation converge to shape the narrative of marketing excellence.

Here is the year-end quote below on behalf of BC Web Wise VP Sales Jaya Bhatia

Having commenced our journey in 2000, traversing more than two decades, BC WEB WISE has evolved with an acute understanding of the ever-changing consumer landscape. As we stand in 2023, a testament to our resilience, adaptability, and unwavering pursuit of excellence, it’s evident that our learning journey remains perpetual. In this dynamic era, where consumer behaviours constantly shift amid ongoing digital transformations, BC WEB WISE has not just weathered challenges but seized them as opportunities for innovation and growth.

One of the notable highlights of the year was BC WEB WISE’s strategic approach to client collaborations. The agency has always adopted a client-centric mindset, delving deep into understanding the unique needs of each partner. This approach not only strengthened existing relationships but also paved the way for exciting new ventures. The collaborative efforts resulted in the creation of impactful campaigns, leaving an indelible mark on the brand landscape.

In terms of the team’s professional journey, the individuals at BC WEB WISE found themselves at the forefront of industry trends. Continuous learning and upskilling became the norm, ensuring that the agency’s talent pool remained at the cutting edge of the ever-evolving marketing landscape. The commitment to professional development was not just a testament to the team’s dedication but also a strategic move to position BC WEB WISE as a thought leader in the industry. BC WEB WISE is breaking new ground by delving into digital marketing career counselling, showcasing its expertise through insightful webinars. The agency’s commitment to demystifying the digital landscape for students underscores its vision to bridge the gap between academic learning and real-world application. With a focus on empowering the next generation, BC WEB WISE envisions becoming a catalyst for positive change in shaping a future workforce well-versed in the dynamic field of digital marketing.

As we look ahead to 2024, the forecast for BC WEB WISE is imbued with a sense of optimism and strategic foresight. The agency anticipates building on the momentum of 2023, leveraging its newfound insights and experiences to further elevate client experiences. A key focus will be on harnessing emerging technologies, such as artificial intelligence and immersive experiences, to create campaigns that not only resonate but also redefine industry benchmarks. Point in the case of our very own product Octopus. In the heart of digital communities lies an intrinsic power—the ability to unite like-minded individuals organically, creating unfiltered spaces for authentic interactions. Drawing inspiration from iconic case studies such as Sunsilk Gang of Girls and Flow Guard Plumbing Community, BC Webwise has embarked on a revolutionary journey with its latest product, Reef. Designed to empower brands, Reef goes beyond traditional marketing by providing a platform for building and nurturing consumer communities. This innovative approach not only fosters an enduring brand experience but also yields invaluable insights that elevate the brand’s standing in the digital landscape. Reef stands as a testament to BC Webwise’s commitment to redefining the dynamics between brands and consumers in the digital era.

Diversity and inclusion will continue to be integral to BC WEB WISE’s ethos, fostering a creative ecosystem where different perspectives converge to produce innovative solutions. The agency envisions an even more collaborative and inclusive workspace, where each team member’s unique strengths contribute to the collective success.

On the client front, BC WEB WISE foresees a heightened emphasis on personalised and data-driven strategies. The agency recognises the evolving expectations of consumers and is poised to deliver campaigns that not only capture attention but also forge meaningful connections. Building on the success stories of 2023, BC WEB WISE aims to solidify its position as a trusted partner in the journey of its clients’ brands.

In conclusion, the year 2023 has been a chapter of growth, resilience, and strategic evolution for BC WEB WISE. As the agency looks towards 2024, the vision is clear – to continue pushing boundaries, embracing innovation, and delivering campaigns that not only meet but exceed client expectations. The journey ahead is an exciting one, and BC WEB WISE is ready to script another year of success in the ever-evolving narrative of marketing excellence.

Hear what clients have to say in the BC Web Wise YouTube channel in our playlist `Success Stories’

December 19, 2023
The year that was: 2023, and what to expect in 2024

Mumbai: As we bid adieu to 2023, a year that unfolded with its unique set of challenges and revelations, it’s fitting to take stock of the journey and set our gaze on the promising horizon of 2024. In the dynamic realm of advertising, where change is the only constant, the fusion of creativity and technology has been at the forefront of our evolution. This article encapsulates our reflections on the pivotal year that was 2023 and offers a glimpse into the exciting trajectory that lies ahead.

Every year, we learn something new, both as an ad agency and as individuals.

This year, our biggest learning curve has been the role of AI in advertising. It has changed the way we operate and challenged us in unique ways. This year, the advertising industry as a whole rose to the challenge and grew along with AI.

The rise & rise of AI in advertising

Generative AI has redesigned the way we look at productivity as a digital marketing agency. While strategic decision-making has always had the spotlight at Social Panga, the consistent growth and integration of AI into our everyday lives has drawn more of our attention to it. We have been able to draw more precise conclusions from the consumer data we have and create campaigns more personalized and unique than ever before. AI has also allowed us to be more dynamic and fluid in our decision-making, from creative conceptualization to business decisions, and I for one, am very interested to see how we journey even further with this new tool.

I always say that AI is not a competitor but a collaborator. By working with it, instead of against it, we can unlock levels of marketing that weren’t previously considered possible. At Social Panga, we have integrated AI into avenues like creative campaigns, ad spending strategy, and reports, making things way more streamlined and personalized for consumers.

Social Panga’s 2023 milestones: Expanding horizons

The year marked many different milestones for Social Panga. We expanded our Delhi office to strengthen our presence in the digital marketing landscape even further this year. With this expansion, we have over 350 mafias across our different locations in Bangalore, Mumbai, and Delhi. We take pride in our work for clients from different industries, and with this expansion, we are rearing to put our creativity to further tests!

In other big news, we also partnered with LS Digital to build India’s first agency platform network for the world. With our combined creative expertise in media, UI/UX, data, and tech innovations for over a decade, we are confident that 2024 has big things in store.

Along with The Yellow Shutter, which has now produced more than 100 advertisements for various brands, we have also expanded our creativity into the influencer marketing vertical. Our collaboration with The Viral Union has placed us globally on the map, with expanded operations to Dubai.

And digital marketing startups:

Market observations as a consumer and entrepreneur

What I have noticed this year is a muted market scene in 2023. Overall, consumerism has plateaued a little. Because of this, ad spending has also followed suit and been stable throughout the year. It has been a year of observations and learning, especially because of the new curveballs that were thrown into the market. So, it has been a fairly quiet year for startups.

One such instance would be the ad climate during the Men’s Cricket World Cup. We saw only major, older players dominating the ad scene. Smaller startups did not splurge in ad spending. Businesses lay low when there are new challenges in the market so that they can understand the changes and come up with the best plan of action. So, it has been a year of rationalized and muted decision-making.

My projections for 2024:

After the kind of year we have had, 2024 looks exciting. The potential seems endless, and as always, I want to work with a “The sky is the limit” mindset. 2024 will be a year of immense growth, led by startups that can go global while sticking to their social and cultural roots. It will be the year of calculated risk-taking, with more avenues to explore. Generative AI has changed the game, and it is only going to get more interesting from here on. That leads me to my three predictions for 2024.

One, AI-driven technologies will be integrated more into our operations. AI is here to stay, so the best plan of action is to harness it for our growth. The deeper penetration of AI into our businesses will allow more accurate results in the realm of marketing. From understanding consumer preferences to tailoring campaigns that would best suit them and everything in between, AI is going to change the way startups operate in 2024.

Two, the consistent growth of the “Content Creator Economy” shows immense potential for success. So, I believe that our new influencer marketing vertical, in association with The Viral Union, will flourish, show results, and go beyond our expectations. Meta’s focus on reels and video content is constantly expanding, which helps our video content creation via The Yelow Shutter. I look forward to 2024 being a year of income generation and inspiring campaign ideas.

Three, startups will use AI better in 2024 and start making business decisions that will help them grow immensely. The quiet year the industry has had will provide a lot of key takeaways, like how to adapt to AI and how to better sell to consumers. Using the takeaways from 2023, startups will accelerate in 2024. I predict inevitable success.

Here’s to a new year-a canvas for newer ideas, strategies, and results, where the only constant is the promise of evolution and success.

December 19, 2023
From trends to triumphs: BlueStone’s sparkling year in review

Mumbai: BlueStone Jewellery’s head of marketing Harshna Pasari intricately navigates the landscape of fine jewellery in 2023. With a keen understanding of data and consumer insights, she illuminates the captivating trends shaping the jewellery market this year, and a nuanced perspective on BlueStone’s success during the festive season. She also provides a forward-looking glimpse into the design-led fine jewellery brand’s vision.

Shaping style: emerging trends in fine jewellery

Diamonds and gemstones have indisputably claimed the spotlight in the world of fine jewellery.

The desire for jewellery that effortlessly intertwines with contemporary lifestyles is evident. In an era characterized by flexibility and multiwearability, the spotlight is now on jewellery that is lightweight, stackable, and versatile. In the same vein, watch jewellery has been making waves. With smartwatches becoming a part of so many people’s wardrobes, we envisioned a line of fine jewellery that would accentuate the look of these daily-wear staples. Our diverse collection of watch charms, pins and bands is a great way for wearers to enhance the look of their smartwatches.

Rings, especially unique shapes like chevron and vanki rings have had a moment in 2023. Chevron rings, with their striking V-shaped patterns, are true crowd-pleasers. Whether you’re wearing them to work or a cocktail party, their versatility and grace are truly unmatched. Vanki rings are our contemporary take on a classic style that elevates even the most basic of looks into a statement of elegance.

Another trend that’s been increasingly popular this year is texture play, where unique techniques and materials are used to create depth and visual intrigue in jewellery. Our Sabbia collection features textures inspired by the constant movement of dunes, capturing the essence of shifting sands beneath your fingertips. In the Tucked collection, we’ve centered the design around knots and buttons, creating a threaded texture that you can’t resist touching. À La Mode, one of our bestselling collections, features jewellery with an array of colourful ceramics, that adds a pop to any ensemble. Effortlessly transitioning from day to night, these pieces make a striking impact.

Embracing festive elegance: A glowing success

In the week leading up to Dhanteras, BlueStone witnessed an impressive spike in consumer demand as compared to the same period last year. This surge speaks volumes about the unwavering trust of our consumers and their desire for modern, trendy fine jewellery. Dhanteras itself was nothing short of spectacular, with people exuding boundless enthusiasm and a genuine love for jewellery shopping.

Our TG of cosmopolitan couples between the ages of 25 to 45 has been at the forefront of this change, gravitating towards our jewellery for its use of stylish designs and unique techniques. No longer content with buying plain gold to be kept stashed away in lockers, these customers seek pieces that they can seamlessly integrate into their wardrobes. Their preferences align with our innovative approach and the infectious spirit that envelops the festive season.

The highlight of our festive offerings was the Big Gold Upgrade exchange offer, a step above the usual old gold exchange. This exchange offer gives customers the highest value for their old gold, allowing them to exchange their old 18kt gold jewellery for the value of 22kt gold. This not only aligns with customers’ desire for modern, stylish jewellery but also offers them the highest value for the old designs that they’ve grown out of. Customers are captivated by the transparency of the exchange process and the assurance of receiving maximum value for their old gold at BlueStone. This trust has translated into a staggering exchange of 201,358 grams of gold through this enticing offer, and this number only went up during the festive season.

Looking ahead: BlueStone’s vision

BlueStone envisions an expansive future fueled by a recent infusion of funding, with a strategic focus on amplifying its offline presence across the nation. Currently boasting an impressive network of over 180 stores in India, a significant leap from the 155 stores at the close of the previous year, the company’s footprint extends to 75 plus cities.

BlueStone aims to continue leading with its innovative tech-led approach. The dynamic interplay between online and offline channels epitomises BlueStone’s omnichannel presence. Customers start their journey with the brand online, exploring pieces that they love, before stepping into a physical store to make them theirs.

December 18, 2023
A decade redefined: Brand consultancy’s 2023 feats and 2024 Arena play forecast

Mumbai: As we reflect on the transformative year of 2023, marked by technological leaps, environmental endeavours, and global shifts, the stage is set for the unpredictable landscape of 2024. From the evolution of artificial intelligence to the urgent focus on climate action, our journey unfolds against a backdrop of innovation and challenges. Join us as we explore the highlights of the past and anticipate the dynamics that will shape our world in the coming year. Welcome to a brief overview of the year that was and the forecast for 2024.

Here is the year-end quote below on behalf of Interbrand India & South Asia CE, Ashish Mishra.

Pride of emerging as India’s leading Brand Consultancy over our first decade

That’s what I felt through the year 2023. Pride as we completed our first decade in India. At our tenth anniversary, I felt a sense of satisfaction in building the world’s leading Brand Consultancy as India’s leading firm too.

From the first brief, we received a decade back – a brief for a humbling job of painting the Aviation fuelling tank at the Mumbai airport; to having the top 10 branding jobs of the decade as our showreel – Godrej, Jio, Britannia, Infosys, Mahindra, Hero Vida, Truecaller, Rajasthan Royals, Polycab and Welspun!

Pride of elevating Branding from design to value creation through the league table of Best Indian Brands. Satisfaction of leading the transformation of the branding space itself in India over the decade.

The year 2022-23 itself was a stellar finale to our decade in India, with as many as 7 branding jobs getting done in recent years – Britannia Come Alive, Switch Mobility, Hero Vida, Jio World Centre, Truecaller, Polycab and Welspun. We also launched a ten-year perspective on Brand Value Creation to mark the tenth anniversary during the Indian Brands 2023 launch in May this year.

Prescience was the other dominant emotion I went through in the year 2023.

Perhaps through the deep reflections during the tenth-anniversary milestone as also through stark realisations of the growing dichotomies in the world – business and overall.

Prescience for 2024: The emergence of Arenas

We may couch it as consolidation and the larger socio-political forces may have begun to believe their narratives. The fact staring us in the face is that after a few years of strong brand growth, we have entered a period of stagnation. There’s no bigger and more credible proof of it than this year’s Best Global Brands league table by Interbrand showing moderate growth in overall brand value among the world’s biggest brands.

Brands operating across Arenas will drive better growth.

Within this larger trend, the Businesses which have witnessed a rise in brand value, including Amazon, LEGO and Nike have all transcended their established category norms and play a more significant and meaningful role in society and consumer’s lives. We call this Arena Play and this is the biggest forecast driving the evolution and growth of brands in these times.

Simply because, as we continue to navigate economic and environmental headwinds, there is a need for improved business cases and better brand management to drive future investment and sustain growth. For these companies, a focus on brand rather than product plays a greater role in driving choice, meaning they can address more customer needs, within and across categories.

The common forecast from Best Global and Best Indian Brands 2023 highlights the disproportionate rate of growth for brands that move beyond their narrow categories to operate across multiple ‘Arenas’ – a term coined by Interbrand to describe the shift by brands from the constraints of conventional categories to a focus on catering to core human needs. By shifting focus from category norms to customer truths, Arena Thinking supercharges the growth of the world’s most influential brands.

The world’s most valuable brand of the decade – Apple exemplifies this best. It originally played in the Connect Arena with iPhone but delved seamlessly into Thrive through the Watch and has had a tremendous response with its play in the Fund Arena recently.

Closer to home, some of the biggest value-creating brands of the decade have also transcended the conventional categories and have begun to operate in broader Arenas. Jio, JSW, Asian Paints and Adani are worthy examples of it.

To extend their presences across Arenas, Brands will go deep in their branding by defining their core richly

Brands will invest more time in identifying and re-engineering their DNA, looking at rebrands more like gene transplants, not mere refreshes or restages limited to the spruced-up externalities and their guardrails.

Pervasive branding – pivoting on an epic core into Arenas

Much like how instilling a moral compass in a child allows them to freely explore the world without the fear of going wrong; a rich and deep brand core allows the brand to explore its opportunities to stretch and express freely, and even radically.

This will help the brands blur the category lines to find their Arena and new business opportunities. Embolden them to shrug off the static positioning to dynamically lead the changing customer expectations through a series of iconic moves. Enable them to express seamlessly across the proliferating touch points by taking them away from the rigidity of identity into the flexibility of experience. So, the brands themselves can be set free to transcend the ordinary into the iconic.

December 18, 2023
CTV revolution: India’s dynamic landscape and thriving opportunities in 2024

Mumbai: In 2023, the CTV industry has undergone significant evolution, driven by factors such as increased internet connectivity and the rise of Smart TVs, with key trends like programmatic advertising and viewer engagement shaping its trajectory. Looking ahead to 2024, the industry is poised for continued growth, presenting both challenges and opportunities for advertisers and brands navigating this dynamic landscape.

Here is the year-end quote below on behalf of mediasmart VP India & SEA Nikhil Kumar

The evolution of the CTV industry in India has been nothing short of remarkable, marked by transformative developments and trends that are shaping its trajectory. CTV has well-established itself as a family-viewing phenomenon in India and the market continues to grow at an impressive speed on the back of three key pillars – evolved and highly engaged audiences; household co-viewing across demographics; and discovery to purchase and beyond.

With the proliferation of high-speed internet connectivity and affordable Smart TVs, more Indian households have embraced CTV as their primary source of internet-based content consumption. This shift has created a massive audience base for CTV platforms, making them an attractive proposition for advertisers looking to reach a highly engaged audience. There’s also an increasing demographic of cord-nevers for whom CTV is the first touchpoint for content consumption.

Key trends & opportunities:

1. Programmatic advertising on CTV has emerged as a game-changer in the digital advertising landscape, revolutionising how advertisers buy and deliver ads on the big screen. As customers seek more personalized ad experiences, programmatic-led advertising on CTV promises to offer precision targeting with advanced data-driven insights to offer meaningful ads to the viewers. The promise of enhanced segmentation, personalization and measurability on programmatic CTV will drive both advertisers and the supply side to embrace CTV advertising. Further, as brands look to integrate consumer journeys across devices and media platforms, programmatic-based CTV will offer the automation and scale needed to unify the advertising impact.

2. Viewer engagement on CTV has substantially transformed how numerous Indian households access and enjoy content. Content has remained king in the CTV space, and Indian viewers have shown a growing appetite for original series, movies, and live sports on CTV platforms. Streaming services have responded by investing heavily in producing content that resonates with the diverse tastes and preferences of Indian audiences. This trend is expected to continue in 2024, with CTV platforms vying to capture a larger share of the Indian content market. OTTs are one of the most consumed categories on CTV, which continue to bring in more eyeballs than before. Whether it was the free streaming of the Football World Cup and IPL on Jio Cinema, or the ICC Cricket World Cup on Hotstar, today some of the most exciting tournaments reach the viewers via digital medium of CTV streaming. With more than 46 OTT apps, we anticipate more advertising opportunities for brands to reach and connect with their potential customers. We also anticipate an increase in the adoption of CTV advertising among advertisers with the further growth of AVOD services that will open up new revenue streams.

3. Personalization and data-driven advertising have played a pivotal role in the evolution of the CTV industry and will continue to guide advertising in 2024 as well. On mediasmart, we’re already seeing the success of how technology like Household Sync can equip advertisers with the right tools to target different people in the same household to improve ad efficiency. Going into 2024, personalization of ad experiences to target cross-screen audiences without overwhelming the user will require the use of advanced analytics and machine learning algorithms to understand viewer behaviour and preferences better.

4. We anticipate even more sophisticated data-driven strategies, with CTV platforms focusing on delivering highly personalized content and advertising to viewers. As we look to 2024, personalised ad experiences on CTV via QR code feature and interactive ads will further build user engagement with advertising messages. Both engagement-led content (interactive shows such as Netflix and Man vs Wild’s Ranveer Singh special interactive episode), as well as engagement-led advertising, will continue to grow as brands seek to establish meaningful connections with their potential customers.

5. Lastly, one of the most pivotal opportunities for advertisers on CTV is expected to be around integrating consumer journeys in the realm of omnichannel advertising. As CTV becomes an integral part of consumer’s media consumption habits, it offers advertisers a unique opportunity to bridge the gap between their digital and traditional advertising efforts across mediums. With CTV, advertisers can engage users on the big screen and prompt action on mobile devices. The integration of CTV with mediums like Digital Out of Home (DOOH) will also help advertisers to create a consistent brand experience and drive users to the nearest store, thereby converging the online experience with offline sales. This seamless integration allows for a holistic advertising strategy that ensures a unified brand message and maximizes the impact of each touchpoint, ultimately driving better engagement and ROI for advertisers in 2024 and beyond.

In conclusion, the CTV industry in India has evolved significantly in 2023, driven by increasing adoption, content innovation, personalization, and data-driven advertising. As we look ahead to 2024, the industry is poised for continued growth and transformation, but limitations around competition and infrastructure need marketers in the CTV space to remain agile, adaptive, and forward-thinking to capitalize on the opportunities. The Indian CTV industry is on an exciting trajectory, and those who can innovate and meet the evolving needs of both viewers and advertisers will undoubtedly thrive in the years to come.

December 18, 2023
The year of possibilities and learning: A quick review of how 2023 has been for The WorldGrad

Mumbai: The year 2023 has been a year of resurgence for the education sector. Our Indian students firmly shrugged off the challenges of the pandemic and returned to a familiar learning environment. However, one key difference from before is that students are now much more open and conversant with learning technologies than before. Additionally, they are able to identify the ideal use of technology as both physical and digital options are now available to them. As a leading provider of overseas study programs, the year was pivotal for The WorldGrad. Demand for international education surged to record levels, which had been bottled up for two years. In addition, Indian students moved overseas in large numbers, with an estimated 750,000 aspirants starting studies abroad in 2022-23. Many countries like Australia, the US, Canada, Germany, and the UK saw more Indian students joining their classrooms than China. At the same time, India has started attracting interest from numerous overseas providers to forge partnerships or open campuses, bringing quality education to student’s doorstep. All these developments have made the international education sector one of the most exciting segments since the downturn of ed-tech companies, which boomed during the pandemic.

The WorldGrad is at the forefront of innovative study abroad programs, bridging the gap between studying in India versus overseas. Our Smart Programs allow students to start their overseas degree from India and move abroad in 6-12 months when they are financially and academically ready to relocate. Our internationally accredited programs bring academic flexibility and help students overcome financial hurdles associated with studying overseas. Our programs are recognized for credit by overseas universities and equivalent to the first year of studies in Australia, the UK, and the US. We offer a robust portfolio of business and technology-related programs that lead to over 400 degrees at the undergraduate and postgraduate levels. This alternative route to study has seen greater adoption in 2023 as aspirations continue to soar, but costs remain a concern for most families. Enrolments in our programs have grown by 300% since 2022, which reflects market sentiments and an increased appreciation among students to try other means of fulfilling their study goals. In 2023, we doubled our university partnerships and brought it close to 50, adding prestigious names like Drexel University, La Trobe University, State University of New York, and others.

This year, we also hit some major milestones in terms of student outcomes and success. Throughout 2021 and part of 2022, many of our students could not travel overseas due to restrictions. This completely changed in 2023, and we saw record progressions to overseas universities through our programs. Due to their strong academic foundation, many of our students received distinctions and commendations in their overseas programs. Of particular note is our strong alumni base studying at the University of Wollongong College, where our students have become valedictorians for two years running. Seeing the success of our students overseas reassures us of our purpose, motivates our academic and non-academic staff, and is a testimonial for our current students to the benefits of starting their studies in India and then progressing overseas with sufficient experience under their belts.

Looking ahead to 2024, The WorldGrad keenly awaits future cohorts of students joining us and moving overseas and seeing existing students transition into successful professionals. From an operational standpoint, we plan to integrate more technology and AI in all our processes, including student counseling, teaching, and progression-related matters, to scale up and improve the learning experience for our students. We are also working on an expanding portfolio that will include more employability-oriented programs for our students, the exact nature of which will be shared with the public shortly. That said, we expect our business to double next year in topline with a disproportionate growth in the bottom line.

The author of this article is The WorldGrad founder Abhinav Mital.

December 16, 2023
Looking back at the stock market today’s remarkable journey in 2023

Mumbai: In February 2020, Stock Market Today began its humble journey as a bootstrapped stock market research and mentorship platform, providing new-age traders valuable insights into price action-based learning opportunities. Fast forward to the year 2023, we have emerged as a reliable force to be reckoned with and achieved several milestones that have helped solidify our position in the industry further. From a sharp growth in our subscriber base to launching new mentorship and learning programs, we have come a long way this past year, and looking back, we are proud of how 2023 has shaped our journey.

The year 2023 indeed marked a significant achievement for Stock Market Today as we became recognized as one of India’s top 5 SEBI registered research analysts. This recognition validated our expertise and has instilled confidence in our valuable clients. 2023 has also taught us the value of taking a customer-centric approach. This understanding inspired us to develop the practice of extending daily equity recommendations to our loyal followers for free on several platforms, including our YouTube and Telegram Channels, and via leading News Platforms and channels . The strategic move has helped us foster a sense of loyalty among our subscribers and strengthened our reach significantly, contributing to the growth of our platform.

In 2023, we witnessed a remarkable response from our customer base as they wanted us to provide daily trading and learning services in Options and Equity. WE have started providing our reading research and recommendation as SEBI registered Research Analyst and mentor at personal level. We have received very good responses as our has started gaining and their confidence boosted to the next level. Now they are able to trade on their own, they can manage their trade in Odds and most importantly they are now doing over trading anymore. Our true achievement lies in the growth of our customer growth and satisfaction. This year, most of our members have grown their capital by 20% to over 200%, marking a multifold increase in trading capital size. SMT is Big is a family of keen learners and active traders and to be more precise we are a family of 1.35 lakh subscribers on Telegram and family of 97k subscriber base on YouTube, we are hopeful to grow our family to 10 lakh in 2024. Looking back, we believe that our growth is proof of the trust and confidence our clients and followers have in us.

This year, we also launched ‘SMT Futures PRO Services,’ which has been a game-changer for many traders. Those who have “short of time” or are not interested in watching the market daily for long hours. Those have capital but are now interested in “Options”. Here we are Providing” High Potential Swing Trades in Stocks Futures“. The service delivered remarkable results for our client, showing an outstanding win rate of lowest 78% to highest 92% in 2023.

Everyone is different and every instrument has a different scope and requires different levels of management, Money and temperament and skills and as a research analyst we do understand it very well. New Entrants in Market require more support and assistance compared to those who have 3-4 years experience in the market. Therefore, in addition, our ‘SMT Mentorship’ for Equity and Options buying trading has been crucial in improving our subscribers’ trading style and approach to risk-taking. For instance, in 2023, our recommendations helped deliver an average return of 215%, underscoring the effectiveness of our services.

In 2023, Stock Market Today’s expertise and market understanding enabled us to earn the trust and recognition of our subscribers and beyond. Our expert’s stock market insights, including daily outlook, commentary on market assets, IPO review, and equity recommendations, were regularly featured in esteemed publications, including Good Returns, Live Mint, Business Today, Financial Express, Economic Times, Times of India, and ET Prime. This feat has increased our visibility in the stock market trading segment and has helped us emerge as a trusted source of market insights and analysis.

Looking ahead, for the new year, we have already set clear expectations and ambitious goals for us to achieve. For instance, we aim to witness exponential growth in our subscriber base and touch the mark of 10 lakh in the upcoming year. We also aim to enhance our mentorship services and approach to deliver valuable market recommendations to help our clients and prospective followers witness significant growth in their trading and investment activities.

In addition, we aim to roll out new Stock Market Today services and improve the existing ones to help clients evolve with the evolving market dynamics and trends. For instance, we intend to provide our clients and subscribers with live training support, trading strategies, and recommendations based on technical and accurate trend analysis using AI and Algo. In the new year, we aim to uphold our mission of reaching the trading community and helping stable traders and beginners to become confident and disciplined for making profitable trading decisions on their own. We aim to ensure this by staying ahead of the market trends and studying the sentiment towards the stock market.

As we stand at the door of 2024, we hope the new year will take us on a transformative journey that helps us touch the lives of our clients and individuals with whom we share a common interest. We also hope the year will bring along new learning experiences, milestones, and opportunities to collaborate with industry leaders that will empower us to expand our reach and share our expertise with those in need.

The author of this article is Stock Market Today research analyst V.L.A Ambala.

December 16, 2023
“Our facility management business has had a particularly robust year”: SILA’s Sahil Vora

Mumbai: 2023 has been a strong year for us across our businesses. We’ve experienced tailwinds across most parts of the real estate sector, especially benefiting our facility management business. As evident from the stock market, economic GDP numbers, and overall activity—and be it in manufacturing businesses, real estate development, or any built environments—there’s been significant momentum and capital expenditure (CaPEx) across the country. This trend has given us a larger opportunity to maintain these spaces. Our facility management business has had a particularly robust year. The acquisition of Forbes in 2022 has also been integrated well into the overall group, and we anticipate this momentum continuing into 2024.

Regarding real estate development business: the residential sector, in general, has seen substantial growth in 2023. SILA, focused solely on residential development, has benefited from this growth. However, the commercial sector within real estate has faced more challenges compared to the residential sector. Specifically, in the micro markets where SILA operates, such as Mumbai and the MMR region, sales have remained strong mainly due to pent-up demand over the last few years, leading to strong sales across our projects at various price points. We anticipate this trend continuing into 2024 as well.

Another trend we’ve been observing and believe will continue into 2024 is the return of many individuals who were hesitant to invest in real estate at different price points are re-entering the market. The demand for residential properties remains robust, driven by millennials starting families or individuals seeking independent housing due to changes in family dynamics. The trend of people wanting their own homes, a momentum that gained during the COVID pandemic, continues to strengthen, and we see it going into 2024 also.

In our advisory business, where we provide asset management support services to prominent capital providers across the country, we’ve witnessed increased activity, particularly in institutional capital within real estate and more specifically towards the residential sector. Our Real Estate Advisory division has experienced prosperity this year. We believe that our ability to establish relationships within the real estate ecosystem across our services, including development and advisory business, has provided us with deep sectoral insights and valuable asymmetric information from all micro-markets. Leveraging this knowledge, we aim to further expand our growth as we move into 2024.

We maintained our focus on our ongoing initiatives from previous years. The acquisition of Forbes and its subsequent integration into our operations in 2023 was a significant area of emphasis for our Co-Founder, Rushabh Vora, and the team, consuming a substantial amount of our time and effort. On the development front, we successfully launched our project in Malabar Hill and the delivery of our Inner Circle project in Alibaug, along with achieving the first-phase delivery milestone for our Shubham project in South Mumbai. Looking ahead, we foresee a continuation of our efforts in 2024, potentially launching one or two more projects in the MMR region. Moreover, we remain committed to expanding our facilities and advisory businesses.

I believe that for SILA, 2024 will be a year of consolidation. Over the past three to four years, we’ve experienced robust growth across our businesses. However, in order to sustain a business over a few decades, it’s crucial to occasionally take a step back, assess and build on what’s working and what’s not. It’s a time to reflect, enhance efficiency, and refine our systems and processes. While I’m confident in our continued growth in 2024, discussions within our team and the board have emphasized the importance of utilizing this year to consolidate our positions and ensure we are building SILA sustainably for the coming decades, rather than solely focusing on aggressive year-on-year expansion.

I anticipate both industries to demonstrate strength in the upcoming year. The overall economy is expected to perform well. Despite the influence of the election year, there’s a prevailing belief in the stability of the government, significantly bolstering the macroeconomic sentiment. Real estate constitutes a substantial portion of the GDP and holds significant importance for consumers, businesses, government, and policymakers as a pivotal asset class crucial for the sustainable growth of the country. I foresee a robust year ahead. The prevailing confidence among various stakeholders—be it in services, development, or asset management within the real estate sector—suggests that these positive trends will persist in 2024 and beyond.

The author of this article is SILA founder Sahil Vora.

December 16, 2023