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Tag: Aditya Aima

  • AnyMind levels up consumer research game

    AnyMind levels up consumer research game

    MUMBAI: AnyMind Group and InQognito Insights have unveiled “Beyond Panels,” a pioneering cross-regional study that’s reshaping how marketers in Southeast Asia, India, and the GCC understand digital consumers. The research, presented at ESOMAR Trends Horizon 2025 in Washington D.C., dives into how in-game advertising environments can unlock richer, faster, and more authentic consumer insights.

    Breaking away from traditional research panels and static questionnaires, Beyond Panels takes a behavioural-first approach, embedding research directly within mobile gaming ecosystems. Conducted using the POKKT mobile gaming platform, the study tracked 25,000 participants across eight markets between April 2024 and August 2025, using rewarded ads, in-app intercepts, and post-game surveys to capture responses in real time.

    The findings reveal a clear shift in how consumers discover and engage with brands. In Southeast Asia, 62 per cent of respondents reported their first brand exposure through in-game ads, surpassing even OTT and YouTube. Ads delivered within a week before decision windows saw a 64 percent lift in brand recall and consideration, while the combined use of in-game ads, YouTube, and influencer videos achieved 51 per cent reach with just four exposures, proving that attention, when captured in the right moment, can be incredibly powerful.

    Speaking about the research, AnyMind Group managing director, growth markets Aditya Aima said, “In a world where attention is fleeting and fragmented, marketers can no longer rely on retrospective panels. This study is a call to evolve, from measuring after the fact to understanding behaviour as it unfolds in natural, immersive environments.”

    Echoing the sentiment, InQognito Insights research lead Smriti Singh Bhatia noted, “Traditional panels are like rear-view mirrors, they show us where we’ve been, not where the consumer is going. The era of claimed behaviour is over; it’s time to study consumers as they live, scroll, play, and shop.”

    By grounding research in the spaces where people actually spend their time, Beyond Panels signals a new era of real-time, context-rich consumer understanding. In today’s mobile-first world, insight, it seems, is no longer found in forms, it’s found in the game.

  • AnyMind Group extends AI customer service agent feature on AnyChat to WhatsApp

    AnyMind Group extends AI customer service agent feature on AnyChat to WhatsApp

    MUMBAI – AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has announced that its AI customer service agent feature launched in March 2025 on its conversational commerce platform, AnyChat, is now connected to WhatsApp. This feature was previously available only for LINE.

    In April 2025, Meta revealed that WhatsApp has more than 3 billion monthly active users globally. In addition, the Asia-Pacific region is home to three of the top five countries with the most WhatsApp Users: India, Indonesia and the Philippines. With the extension of the AI customer service agent feature on AnyChat, businesses and online merchants in markets such as India, Indonesia, the Philippines, Malaysia and Singapore, and any other region that has WhatsApp users, can now leverage AnyChat to automatically handle initial customer inquiries on WhatsApp by using LLMs to understand free-text messages.

    For businesses and merchants serving customers on WhatsApp’s vast user base, especially those handling thousands of customer inquiries daily with only human operators, integrating AnyChat’s AI customer service agent into existing customer service workflows holds the potential to dramatically transform customer support. In a 3-month study, between March 2025 and June 2025, done with leading global water flosser brand, Waterpik, using AnyChat’s AI customer service agent feature on LINE, Waterpik was able to tap on AI to respond to a quarter of all customer inquiries.

    Unlike typical chatbots, AnyChat’s AI customer service agents can understand questions in natural language and generate responses based on brand-approved guardrails and inputs, reducing operational workload and eliminating the risk of hallucinated answers.

    It also collects key information such as order ID and customer name, allowing human customer service agents to take over seamlessly when needed. AnyChat also stores historical conversation data, helping businesses and online merchants to identify common inquiries and continuously improve response templates. In addition, product information (such as seasonal products) can be easily updated at any time, enabling businesses to always provide the most up-to-date information to customers.

    On the extension of AnyChat’s AI customer service agent feature to WhatsApp, AnyMind Group managing director, growth markets; Co-MD, India and MENA, Aditya Aima said, “For most Indian consumers, WhatsApp is the first and often the only touchpoint with a brand. That’s why this integration matters. It’s not about adding another tool, but about helping businesses have faster, more meaningful conversations with their customers, without overloading their teams. It’s a small shift with the potential for real, lasting impact.”

  • AnyMind Group names Siddharth Kelkar & Aditya Aima to lead India & MENA

    AnyMind Group names Siddharth Kelkar & Aditya Aima to lead India & MENA

    Mumbai: AnyMind Group has announced that MD of performance business – Siddharth Kelkar, and MD of growth markets – Aditya Aima, will take on additional roles as co-managing directors for India and MENA.

    They will take over from Rubeena Singh, who leaves on 15 October 2024. Kelkar and Aima, who joined AnyMind through the acquisition of POKKT in 2020 after serving seven and five years at POKKT, will now co-lead operations, driving business expansion, strategic partnerships, and growth in these regions.

    On the appointments, AnyMind Group CEO and co-founder Kosuke Sogo said, “Both Siddharth and Aditya have proven themselves to be strong leaders in their respective fields, and are always thirsty for new growth, directly reflecting a trait that runs through our management team. We are confident that with their leadership, we are able to help even more businesses become borderless in what is a vast region that possesses great potential.”

    Siddharth Kelkar has been a part of the media industry for over 20 years and has worked across digital, print and broadcasting mediums. Before joining AnyMind Group and POKKT, Kelkar held leadership roles in SVG Media, Ozone Media and Reliance Games (Zapak). He has also worked with The Times Group, Hindustan Times and CNBC TV18.

    On his appointment, Kelkar said, “I’m excited to take on this expanded responsibility at a time when both India and the MENA regions are at the cusp of transformative growth in digital, marketing, and e-commerce landscapes. Leveraging AnyMind’s cutting-edge solutions, we aim to drive innovation, empower businesses, and build deeper partnerships that will fuel long-term success for our clients across these key markets. I look forward to working with Aditya and the wider team at AnyMind to further scale our presence and impact.”

    Aditya Aima has over two decades of experience, including the ad tech, broadcast and publishing industries. Before joining AnyMind Group and POKKT, Aima held leadership positions in Culture Machine Media, Astro Malaysia, Bloomberg TV and Turner Broadcasting System.

    During his appointment, Aima said, “It’s an honor to co-lead the India and MENA regions, which present immense opportunities for growth. With the rapid digital transformation happening across both markets, we are uniquely positioned to help businesses unlock their full potential using AnyMind’s integrated platform for marketing, e-commerce, and digital transformation. Together with Siddharth, we are committed to driving strategic initiatives that will not only support our clients but also solidify AnyMind’s leadership in these dynamic markets.”

    AnyMind Group entered the Indian market in 2020 by acquiring mobile advertising platform POKKT, which operates across India, Southeast Asia, and the Middle East. POKKT is integrated with international app publishers and offers video and rich media ad solutions. AnyMind Group’s technology and operations focus on two areas: brand commerce (e-commerce, marketing, logistics, production, and conversational commerce) and partner growth (solutions for creators and publishers).