Digital

Singapore is a strategic location for our expansion – Prateek Kumar

Published

2 years ago

January 9, 2024

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.

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Digital

Bartronics India unveils AI-powered voice app to scale agritech platform

Published

4 weeks ago

February 6, 2026

indiantelevision.com Team

HYDERABAD: Bartronics India Limited is stepping up its agritech ambitions with plans to launch a voice-first, multilingual AI-powered application in March, following a successful pilot across Maharashtra and Uttar Pradesh.

The pilot phase saw strong engagement from farmers, supported by assured produce off-take through partnerships with SNN and Origo Commodities. Drawing on on-ground feedback, the company is now upgrading the platform to enable deeper interaction, data-driven intelligence and scalable adoption across rural markets.

At the heart of the revamp is AI-enabled voice interaction in major regional languages, including English, Hindi, Marathi, Telugu and Kannada. The voice recognition and conversational agent framework is being developed by Ampivo Smart Technologies, aimed at transforming the app into an intuitive digital assistant for farmers.

Once launched, the platform will offer voice navigation, real-time alerts, contextual advisories, educational tools and interactive knowledge support, designed to improve decision-making across the agricultural value chain.

The application will also capture consent-led farmer data to connect users with electronic mandis and wider marketplaces, while enabling participation in sustainability-linked initiatives such as carbon credit programmes.

Bartronics India managing director Vidhya Sagar Reddy, said the voice-first approach reflects how rural communities naturally engage with technology and forms the foundation of a broader rural intelligence layer under Project Avio Agritech. The company aims to onboard 20 million farmers over the next three years.

Bartronics India currently operates across nearly 5,000 villages, delivering last-mile banking and digital financial services, and is expanding into integrated agritech and agri-trade solutions through its Project Avio platform.

Digital

Messi magic kicks off in India as immersive football experience lands

Published

4 weeks ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When football dreams need a passport, Lionel Messi is ready to stamp it. The Messi Experience – A Dream Come True, the internationally touring immersive exhibition dedicated to one of sport’s most influential figures, is heading to India this March as part of its 2026 world tour. After successful runs across Buenos Aires, Puerto Rico, Panama, Beijing, Chicago, Mexico City, Miami, Los Angeles and São Paulo, the exhibition will make its India debut in Mumbai on March 20, 2026, before moving to Bengaluru from June 19, 2026. The shows will be staged at Century Mills in Lower Parel, Mumbai, and Bhartiya City Mall in Bengaluru.

Produced and promoted by Bookmyshow Live, the experience promises to pull fans inside Messi’s journey, not just his match highlights. “I am thrilled to see this project come to life and bring fans even closer to me both on and off the field,” Messi said, adding that the exhibition would allow Indian fans to relive the most unforgettable moments of his career.

Designed as a 75-minute, multi-sensory walkthrough, the exhibition unfolds across nine themed zones, blending artificial intelligence, immersive environments and exclusive content. Visitors can train like Messi, step into recreated match moments and explore personal stories that shaped his rise from his early days in Rosario to lifting the World Cup trophy in Qatar.

Bookmyshow chief business officer for live events Naman Pugalia said the India debut marks a milestone for football fandom in the country. He described Messi as a global cultural icon whose story transcends sport, adding that the exhibition reflects the company’s ambition to bring world-class immersive entertainment to Indian audiences.

Beyond the storytelling, the experience also features an official merchandise store and an activation zone, extending engagement beyond the exhibition halls. Whether for lifelong fans or first-time followers, The Messi Experience aims to turn football history into a walk-in memory, one that lets India play along with a living legend.

Digital

Work stress tops India’s mental health talk, not heartbreak or headlines

Published

4 weeks ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When India opens up about mental health, the conversation keeps clocking in at work. A new conversation analysis by Consuma, an AI-native consumer insights platform, shows that workplace pressures are the most frequently discussed trigger in online conversations around mental health awareness in India. The study analysed 136,695 public conversations across Twitter, Reddit, Youtube and Instagram between January 1 and December 31, 2025. Within a focused subset of 20,272 conversations that explicitly discussed what triggers mental health awareness, nearly half 49.72 per cent pointed to work-related stressors, making employment the single largest trigger category online.

The findings echo concerns flagged at the policy level. India’s Economic Survey 2024–25 has already warned that hostile work environments and long working hours can hurt mental wellbeing and productivity. Online conversations suggest employees are feeling the strain long before policy catches up.

Among work-related triggers, poor work–life balance dominates the discussion at 24.37 per cent, followed by general workplace stress at 21.85 per cent and toxic work culture at 15.90 per cent. Long working hours account for 9.57 per cent of mentions, while job insecurity features in 7.50 per cent.

The numbers are backed by sharp, candid commentary. One user writes, “Most Indian employers overcomplicate employee wellness. Let people work async. Let them go for a run in the afternoon. Let them sleep in when their body needs it.”

Consuma notes that these findings apply only to conversations that explicitly discuss triggers for mental health awareness, not the entire universe of mental health discussions online.

The data shows that mental health discourse in India is overwhelmingly driven by adults in their prime working years. People aged 25–34 contribute 50.51 per cent of conversations, while those aged 35–44 account for 34.35 per cent. Together, they represent 84.86 per cent of the discussion.

Work stress, however, is not acting alone. Societal and educational pressures make up 33.98 per cent of trigger conversations, including societal expectations (14.42 per cent), academic pressure (13.92 per cent) and parental pressure (6.09 per cent). One widely echoed sentiment reads, “Indian parents will raise you with a roof over your head, food in your stomach, and shame in your soul.”

Taken together, the data points to a compounding “pressure stack” faced by working-age Indians balancing career demands alongside cultural expectations, education-linked anxiety and family pressure, all while chasing conventional life milestones.

Interestingly, the conversation is not limited to venting. Of the 26,311 conversations analysed for broader mental health themes, discussion is almost evenly split between core challenges (48.05 per cent) and solutions or support systems (43.81 per cent).

Mental health crises dominate the challenge cluster at 32.58 per cent, followed by stigma and lack of awareness at 20.27 per cent. On the solutions side, people lean towards culturally familiar, self-directed approaches rather than institutional pathways. Holistic practices such as music therapy and spiritual wisdom account for 17.34 per cent, practical stress management for 13.72 per cent, celebrity-led awareness for 7.64 per cent and government initiatives for 6.51 per cent.

The shift suggests that people are not only asking “what’s wrong?” but increasingly “what can I do?”even if the answers remain personal and decentralised.

Consuma’s analysis also zooms in on women’s health conversations, where mental wellbeing outweighs physical health topics. Among 1,934 women’s health conversations analysed, mental health accounts for 51.14 per cent, surpassing reproductive and gynaecological health at 37.07 per cent.

Younger adults dominate this space, with 18–44-year-olds contributing over 81 per cent of the discussion. In women’s health awareness triggers (3,489 conversations), societal factors lead at 45.2 per cent, closely followed by mental health drivers at 41.7 per cent.

Healthcare-related challenges appear less frequently at 7.4 per cent, but the tone is striking. Misdiagnosis and medical gaslighting recur as trust-breaking themes. One user notes: “Going to doctors is useless in India as a woman. First, they tell you to lose weight… Then they tell you that you are imagining it or that you are sensitive.”

The report was generated using Consuma’s AI-powered Rapid Research Platform. The dataset was cleaned for noise and duplicates and classified using a multi-coding methodology. Source-wise, the conversations came from Youtube (77,544), Twitter (41,121), Reddit (9,283) and Instagram (8,747).

In a digital space often crowded with noise, the findings paint a consistent picture, for India’s online audience, mental health conversations begin not in therapy rooms or hospitals, but at the workplace and the clock is still ticking.