Digital

“We ensure that every campaign carries a clear, compelling message”: Adbuffs’s Ananya Roy

Published

2 years ago

February 20, 2024

Mumbai: Adbuffs is a Kolkata-based digital-first performance marketing agency which automates digital advertisements for businesses to deliver tangible results. The brand is endeavouring to carve a niche in the D2C marketing industry with its laser focus on launching and scaling eCommerce brands worldwide, accelerating growth for their eCommerce companies’ partners.

The agency offers a plethora of services related to Facebook & Instagram Ads, Google Ads, Amazon Ads, Email Marketing, WhatsApp Marketing, Creatives and a secondary line of services including Quora, Building Shopify and WooCommerce sites, and Influencer Consultation.

Being in a robust client-oriented sector and with high thriving competition, the agency’s diligent work by their team of 80 professionals has sailed their boat through the waters. In this era of the talent war, the top marketing agency has thrived hard to maintain a positive culture with high retention rates.

Within the short span of four years, the company’s strength has grown from 6 to 100 and has successfully served 200+ D2C brands and clients.

Looking ahead, Adbuffs is poised for even greater accomplishments, with an anticipated growth rate of 80% in the fiscal year 2023-24. Bolstered by its solid foundation and unwavering vision, the company is well-equipped to navigate the challenges of the digital landscape and emerge victorious.

Indiantelevision.com caught up with Adbuffs media buying manager Ananya Roy, where she shared numerous insights of their agency…

Edited excerpts

On Adbuffs setting apart from traditional marketing agencies and its approach towards digital-first strategies

What truly differentiates Adbuffs from traditional marketing agencies is our creative-first philosophy woven into a digital-first approach. In a landscape where every brand’s fight for attention is unique, Adbuffs understands that a bespoke plan of attack is crucial. We don’t just apply standard strategies; we create narratives that encapsulate a brand’s essence and speak directly to its audience.

Our methodology begins with a deep dive into the brand’s existing ecosystem, dissecting data to uncover what works and pinpointing untapped opportunities. This rigorous analysis ensures that the strategies we deploy are not only creative but grounded in hard evidence of what resonates with the target market.

The digital-first lens through which we view the marketing world isn’t just about being online; it’s about thinking in terms of connectivity, real-time engagement, and leveraging data insights to craft campaigns that are as effective as they are inventive. This approach isn’t limited to digital execution; it permeates every aspect of our planning, from ensuring technical integrations are seamless to interpreting analytics for a continuous cycle of improvement.

Adbuffs’ culture celebrates experimentation, encouraging a test-and-learn environment that’s agile and responsive. This mindset allows us to stay ahead of trends and adapt to the ever-evolving digital space, ensuring that clients’ brands don’t just compete but set the pace in their respective industries.

In summary, Adbuffs isn’t just a marketing agency; it’s a digital powerhouse that uses creativity and a digital-first approach to build powerhouse brands ready to dominate the digital arena.

On the agency tailoring its strategies to target specific audiences and demographics effectively

At our agency, we craft our strategies by focusing on three key elements: creative personas, thematic creatives, and message-driven approaches.

Firstly, we build detailed creative personas—these are like sketches of the specific groups of people we want to reach. By understanding their interests, behaviors, and preferences, we can tailor our content to resonate with them on a personal level.

Next, we develop creatives that are not just visually appealing but also follow a theme that speaks to our target demographic. This thematic approach ensures that our campaigns are cohesive and tell a story that aligns with the audience’s values and interests.

Lastly, we ensure that every campaign carries a clear, compelling message. This message-driven approach guarantees that our ads do more than just grab attention—they also communicate the brand’s message in a way that’s relevant and engaging to the specific audience we’re targeting.

By combining these elements, we create campaigns that effectively connect with different audiences and demographics, turning viewers into loyal customers.

On specific tools you use to optimize campaign performance

We use internal reporting tools & google sheets to get daily reports.

On any innovative approach that Adbuffs employs to stay ahead in the competitive digital marketing landscape

Adbuffs integrates a deeper level of financial analysis into our marketing strategies by focusing on key financial metrics such as COGS (Cost of Goods Sold), CM1 (Contribution Margin 1), and CM2 (Contribution Margin 2). This enhanced Finance & Marketing approach ensures we’re not just driving revenue, but also improving the bottom line for our clients.

Here’s the expanded approach with this integration:

Financially-Driven Decision-Making: Beyond ROI, we examine how marketing efforts impact overall financial health, scrutinizing metrics like COGS to ensure marketing spend translates into profitable growth.

Budget Optimization with COGS in Mind: Understanding the cost of goods sold helps us better allocate marketing budgets, ensuring that we’re promoting products with a favorable cost structure and high potential for profit.

Data-Driven Insights Into Profitability: By analyzing CM1 and CM2, we gain insights into the direct contribution of marketing efforts towards covering fixed costs and generating profit. This allows us to prioritize campaigns that significantly lift these margins.

KPI-Focused Campaigns Aligned with Financial Health: Our marketing KPIs are directly aligned with financial metrics like CM1 and CM2, ensuring that we’re not just driving sales, but are also enhancing the profitability of each sale.

Risk Management Through Financial Metrics: By keeping a close eye on COGS, CM1, and CM2, we manage the risk associated with marketing investments more effectively, adjusting strategies to maintain or improve these key financial indicators.

Strategic Investment Based on CM1 and CM2: We strategically invest in marketing channels and campaigns that have proven to improve CM1 and CM2, ensuring that marketing efforts are directly contributing to the economic value of the business.

Incorporating these financial metrics into our strategy not only sets Adbuffs apart in the digital marketing field but also aligns marketing initiatives closely with our clients’ overall business performance, ensuring that every campaign we run is a step towards greater profitability.

On the future of generative AI as it is still in its infancy stage

The future of generative AI, particularly in its application to digital marketing, is poised to revolutionize how businesses understand and interact with their customers, especially through advanced metrics like Customer Lifetime Value (LTV) and Customer Cohorts analysis. Here’s a more detailed look into its potential impact:

Deepening Customer LTV Understanding: Generative AI can process vast amounts of data to predict Customer Lifetime Value with greater accuracy. By analyzing customer behavior, purchase history, and engagement patterns, AI can identify key factors that influence LTV. Marketers can use these insights to tailor strategies that enhance customer retention, optimize acquisition costs, and increase overall profitability.

Segmentation and Personalization through Customer Cohorts: With generative AI, marketers can create more nuanced customer cohorts based on a variety of behaviors and preferences. This segmentation enables highly personalized marketing campaigns, product recommendations, and content delivery that resonates with each group. AI’s ability to continuously learn and adjust these cohorts in real-time means marketing efforts can become more targeted and effective over time.

Automating and Optimizing Customer Journeys: By leveraging insights from Customer LTV and Cohort analysis, generative AI can automate personalized customer journeys at scale. From the initial point of contact through various touchpoints to post-purchase follow-ups, AI can ensure that every interaction is optimized for individual customer needs and preferences, significantly enhancing the customer experience.

Predictive Analytics for Strategic Decision Making: The predictive capabilities of generative AI extend beyond marketing tactics to strategic decision-making. Understanding Customer LTV and Cohort behaviors helps businesses allocate resources more efficiently, develop products that better meet customer needs, and identify potential market opportunities before they become obvious.

Ethical Data Use and Customer Trust: As businesses rely more on AI for Customer LTV and Cohort analysis, maintaining ethical standards in data use becomes crucial. Generative AI must be deployed in ways that respect customer privacy and build trust, ensuring that personalization efforts are perceived as valuable rather than intrusive.

Enhanced ROI through Efficient Marketing Spend: By focusing on high-LTV customers and understanding the unique characteristics of different cohorts, businesses can optimize their marketing spend. Generative AI enables more efficient use of resources by targeting efforts where they are most likely to yield long-term returns.

In conclusion, the integration of generative AI into digital marketing strategies, particularly through the lens of Customer LTV and Cohort analysis, promises a future where marketing is more personalized, efficient, and aligned with customer needs than ever before. As generative AI technologies evolve, they will undoubtedly become a cornerstone of successful digital marketing strategies, driving innovation and competitive advantage in a crowded marketplace.

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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

1 month 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

1 month 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.